Michael Pranikoff presented at the #IABC12 conference on emerging media trends. He discussed how search engine optimization and content curation are important foundations for communicating online. Pranikoff also covered principles for making content accessible, easy to view, use, and directional. He emphasized building authority through curating quality content and providing context.
2. Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff
#IABC12
3. Disclaimer:
I am not a Guru. I am not an Expert.
All tips, recommendations, and ideas are from reading,
exploring, and learning anyway that I can. I consider myself
a B+ Student at best.
4. My Philosophy – A Good Foundation Needs To
Be Set…and Search Is That Foundation
5. You have to be able to find content before one can
share content - @mpranikoff #IABC12
13. In 2011 The Average Shopper
Consulted 10.4 Sources Prior To
Purchase. That’s TWICE As Many
Sources As The Year Before.
Source: Google Zero Moment of Truth
14. 94% of users tested clicked on a first
page search result. *
Only 6% of users clicked to the second
page of search results. *
The #1 ranking result garnered around 33%
of the total clicks. *
A separate study showed that 39% of
search users link search ranking to
company prominence. **
* - Chitika, Inc.
** - JupiterResearch
31. A note on Google+: analyzing Google +1s…. we
found a significant result of 0.41. From this we
can assume that the quantity of +1s has the
strongest correlation of any of the metrics
analyzed in the study.
Source: Searchmetrics Report – Google Ranking Factors US – June 2012
37. Principles to Communicating
Your Message Today
• Make your content
Accessible name
Presenter’s
• Make yourCompany
content
Easy To View
City, State, Country
• Make your content
Easy To Use
38. Where should I go today?
Presenter’s name
Company
City, State, Country
http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
50. AGILE COMMUNICATIONS SIMPLIFIED
Monitor earned
media pickup
Listen to
social media
Identify new feedback
influencers
Analyze
effectiveness of
channels & formats
55. Build AUTHORITY through
CURATION and CONTEXT
Source: Dermot McCormick - EVP, Digital Media, MTV Networks
56. AUTHORITY
What is authority?
Who has it?
How can it be earned?
How can it be proven?
Source: Dermot McCormick - EVP, Digital Media, MTV Networks
57. CURATE
FUTURE of CURATION
EXPERTS CROWDS
ALGORITHMS
Source: Dermot McCormick - EVP, Digital Media, MTV Networks
58. CONTEXT
Adds meaning to information:
Why should I care?
What does this mean for me?
What does this mean for society?
Source: Dermot McCormick - EVP, Digital Media, MTV Networks
59. CONTENT AUTHORITY
CURATION
Presenter’s name
CONTEXT
Company
FRESHNESS
City, State, Country
60. Build Authority through Content, Curation & Context
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Blogs
Message
Boards
Instant Chat
Most Commented Blogs
66. Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff
#IABC12
Editor's Notes
10 times more searches for “cosmetic dentist” than for “prosthodontist” – Source: Google
Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.
But I think it will be even better than that. See, bringing technology culture into marketing will also import some of the operational paradigms that have powered rapid development in the Internet age. For instance, the methodologies of agile software development—a huge improvement over the rigid and time-consuming “waterfall” approach that preceded it—with a few tweaks, can provide the inspiration for “agile marketing” management approaches.
The process and the work flow of Agile Engagement require that listening, acting, reacting and reviewing be a continuous loop.Pumping content into the digital ecosystem across paid, earned and owned media with strategic frequency, will keep the conversation around your brand alive by providing ongoing fodder to engage audiences.