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Presenter’s name
   Company
   City, State, Country
Michael Pranikoff
     Global Director,
     Emerging Media
       PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com

      Twitter / @mpranikoff




 #IABC12
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.
My Philosophy – A Good Foundation Needs To
   Be Set…and Search Is That Foundation
You have to be able to find content before one can
share content - @mpranikoff #IABC12
Let’s Take A Trip Back to 1999
THE FIRST SEO IN NEWS RELEASES – TICKER SPAM
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
WHEN WAS THE LAST TIME THAT YOU
 PERFORMED A SEARCH LIKE THIS?
#IABC12
How About On Here?
Billion Searches in May 2012 in the United States
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
 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
Presenter’s name
   Company
   City, State, Country
Presenter’s name
             Company
             City, State, Country




#IABC12
Presenter’s name
   Company
   City, State, Country
Your Digital Shadow
Search Will Find
   More Information
   About You / Your
   Brand….Than The
 Information That You
   Created Yourself




#IABC12
Breaking Down Search
Breaking Down Search
SEO Rules Have
   Changed….Again!




    We Have To Pay More
Attention To The Content Than
         Ever Before!
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
KNOW
  YOUR
      AUDIENCE
  Presenter’s name
     Company
     City, State, Country
Speak Like Your
                                  Audience Does
                                  Presenter’s name
                                     Company
                                     City, State, Country




Source: http://flic.kr/p/9vky1T
Endodontist




Root Canal
 Dentist
#IABC12
Presenter’s name
   Company
   City, State, Country
#IABC12
Source: Searchmetrics Report – Google Ranking Factors US – June 2012
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
Not Logged
    into Google




Logged Into
Google
Not Logged
    into Google




Logged Into
Google
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
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
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
Make Your Content Directional

             CONTENT
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
Presenter’s name
   Company
   City, State, Country
Finding The Right Balance

                                  Presenter’s name
                                     Company
                                     City, State, Country




Source: http://flic.kr/p/6KA7xG
Visibility + Engagement =
      Increased Sharing of Content

  Rarely                      Frequently
  Shared                       Shared
 • Free Trials            •   New Data
 • Product Info           •   Funny
 • Product                •   Infographics
   Documentation          •   Survey Results



Source: HubSpot
+



              Earned
Reach


        Presenter’s name
            Company                Paid
            City, State, Country
                                          Owned

    -
        -                                         +
                        Control
The Emerging Media Landscape
 User Generated
  Editorial




                  Consumer     Business
From agile software development to
      agile communications.
Agile Communications
 The process of being quick to
   learn, adapt, & improve.


#IABC12
SILOS in Corporations are
                                Old and Crumbling


http://www.flickr.com/photos/kh-67/4892949459/
AGILE COMMUNICATIONS
AGILE COMMUNICATIONS SIMPLIFIED

        Monitor earned
        media pickup

                                   Listen to
                                social media
  Identify new                    feedback
   influencers

                              Analyze
                          effectiveness of
                         channels & formats
Source: ZenithOptimedia Cannes 2012
Build Audience
 Through
 Content
http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg
Source: Content Marketing ROI – Eloqua / Kapost
Build AUTHORITY through
            CURATION and CONTEXT




Source: Dermot McCormick - EVP, Digital Media, MTV Networks
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
CURATE
                                                              FUTURE of CURATION




                                                       EXPERTS          CROWDS




                                                               ALGORITHMS




Source: Dermot McCormick - EVP, Digital Media, MTV Networks
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
CONTENT               AUTHORITY

                   CURATION
    Presenter’s name
CONTEXT
      Company
                 FRESHNESS
      City, State, Country
Build Authority through Content, Curation & Context
 Most Recent Comments                   Digital Audio




Blogs



                                    Message
                                    Boards



                                              Instant Chat
 Most Commented Blogs
Presenter’s name
   Company
   City, State, Country
Presenter’s name
   Company
   City, State, Country
http://www.flickr.com/photos/bnoj13/4073663539/
Social won’t work without search….and today search will be improved by social!  IABC 2012 World Congress – Chicago
Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg
Michael Pranikoff
     Global Director,
     Emerging Media
       PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com

      Twitter / @mpranikoff




 #IABC12

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Social won’t work without search….and today search will be improved by social! IABC 2012 World Congress – Chicago

Editor's Notes

  1. 10 times more searches for “cosmetic dentist” than for “prosthodontist” – Source: Google
  2. 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.
  3. 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.
  4. 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.