#bdi1 @mpranikoff
Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswir...
The most profound technologies are
those that disappear. They weave
themselves into the fabric of
everyday life until they...
@mpranikoff
“In 1965, 80 percent of adults could be
reached with three 60 second TV spots.
Today it requires117 prime time
Commercials...
“The ad is
yesterday. Content
is the future.”
Oliver Newton, head of emerging platforms
at
Starcom MediaVest
@mpranikoff
Source: http://flic.kr/p/aavRAC

@mpranikoff
The value exchange
BRAND

AUDIENCE

Currency = Content

Currency = Personal Info

The brand continuously delivers
relevant...
EQ >
IQ
EMOTIONS TRUMP
INTELLIGENCE

@mpranikoff
http://youtu.be/xwndLOKQTDs
“

Guinness Friendship
scored 30 percent
higher than other beer
brands during the
quarter.”
Paid
Media

Promoted

Traditional
Ads

Converged
Media

Corporate
Content

Branded
That Is Shared

Sponsored

Earned
Media...
@mpranikoff
“
William McComb - CEO

Source: http://buswk.co/1gfhBi5

@mpranikoff
“
William McComb - CEO

Source: http://buswk.co/1gfhBi5

@mpranikoff
@mpranikoff
What Form of Advertising / Marketing Content Do
You Trust? – Recommendation from People I Know
89%

90%

Global Average – ...
What Form of Advertising / Marketing Content Do
You Trust? – Editorial Content Such As News
Articles
58%
64%

Global Avera...
PR Is A Strong Component In The Marketing Mix
90%

Consumer Rates
Method More Effective

80%

Own Sites
Email

70%

PR
Own...
Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12

@mpranikoff
Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12

@mpranikoff
What’s Next For 2014

@mpranikoff
Infographics
vs.
Visual Assets

@mpranikoff
Visual
Storytelling
Using Text
Overlays
#PRNewswire
Responsive
Design

@mpranikoff
@mpranikoff
First Media
Mention
-Calgary Sun

@mpranikoff
@mpranikoff
@mpranikoff
@mpranikoff
After 3 Days
After 30 Days

@mpranikoff
Content Must Be Mapped To
Business Objectives
Content Must Be Appealing
Publish a steady
stream of content

TRUST

RELIABILITY

DELIGHT

Keep it relevant
& interesting

@mpranikoff

#bdi1
Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg
Visual Storytelling: Where We Are & Where We’re Headed in 2014
Visual Storytelling: Where We Are & Where We’re Headed in 2014
Visual Storytelling: Where We Are & Where We’re Headed in 2014
Visual Storytelling: Where We Are & Where We’re Headed in 2014
Visual Storytelling: Where We Are & Where We’re Headed in 2014
Visual Storytelling: Where We Are & Where We’re Headed in 2014
Visual Storytelling: Where We Are & Where We’re Headed in 2014
Visual Storytelling: Where We Are & Where We’re Headed in 2014
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Visual Storytelling: Where We Are & Where We’re Headed in 2014

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This presentation was given by PR Newswire Global Director of Emerging Media, Michael Pranikoff on Dec. 12, 2013 at the BDI Visual Social Communications Leadership Forum in NYC.

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  • Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency.  The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
  • Content must be mapped to business objectives – whether you are simply looking to position yourself as a thought leader or you are looking to drive more tangible results, your content strategy must support your business objectives so that you are driving results that will have an impact on your organization.  
  • Content must be appealing – If your content isn’t interesting, engaging, useful or appealing to your audience, they won’t care. They won’t read it; they won’t share it; they won’t act on it. It will just be more noise.  
  • Content should include specific ‘Calls to Action’ – Whether the “Calls to Action” are focused on sharing the content or asking the audience to provide you with information in exchange for the content or lead to an immediate sales opportunity, CTAs are critical to measuring the results of your content marketing efforts. If you have a benchmark like State Farm did, you can measure against that. 
  • Visual Storytelling: Where We Are & Where We’re Headed in 2014

    1. #bdi1 @mpranikoff
    2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
    3. The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are Indistinguishable from it…. - Mark Weiser @mpranikoff
    4. @mpranikoff
    5. “In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires117 prime time Commercials to produce the same result” -Jim Stengel, Former CMO, P&G
    6. “The ad is yesterday. Content is the future.” Oliver Newton, head of emerging platforms at Starcom MediaVest @mpranikoff
    7. Source: http://flic.kr/p/aavRAC @mpranikoff
    8. The value exchange BRAND AUDIENCE Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement @mpranikoff Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp.
    9. EQ > IQ EMOTIONS TRUMP INTELLIGENCE @mpranikoff
    10. http://youtu.be/xwndLOKQTDs
    11. “ Guinness Friendship scored 30 percent higher than other beer brands during the quarter.”
    12. Paid Media Promoted Traditional Ads Converged Media Corporate Content Branded That Is Shared Sponsored Earned Media Organic Based on Altimeter Group Research Owned Media
    13. @mpranikoff
    14. “ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff
    15. “ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff
    16. @mpranikoff
    17. What Form of Advertising / Marketing Content Do You Trust? – Recommendation from People I Know 89% 90% Global Average – 92% 92% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff 94%
    18. What Form of Advertising / Marketing Content Do You Trust? – Editorial Content Such As News Articles 58% 64% Global Average – 62% 69% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff 60%
    19. PR Is A Strong Component In The Marketing Mix 90% Consumer Rates Method More Effective 80% Own Sites Email 70% PR Own Social Consumer Exhibitions Search Ads on Social Nets 60% Conferences Own Events Custom Print Direct Mail Print Magazines Print Newspaper 50% General Sites 40% B2B Rates Method More Effective Virtual Exhibitions Smartphones Collateral Print Directories Sponsorship Tablets Webinars 30% Topic Specific Sites Vertical Search 20% Blue = Digital, Orange = Traditional 10% 10% 20% 30% 40% 50% 60% 70% 80% 90% B2B @mpranikoff Source: Outsell 2013 Advertising and Marketing Study
    20. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff
    21. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff
    22. What’s Next For 2014 @mpranikoff
    23. Infographics vs. Visual Assets @mpranikoff
    24. Visual Storytelling Using Text Overlays #PRNewswire
    25. Responsive Design @mpranikoff
    26. @mpranikoff
    27. First Media Mention -Calgary Sun @mpranikoff
    28. @mpranikoff
    29. @mpranikoff
    30. @mpranikoff
    31. After 3 Days After 30 Days @mpranikoff
    32. Content Must Be Mapped To Business Objectives
    33. Content Must Be Appealing
    34. Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting @mpranikoff #bdi1
    35. Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg

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