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What's Trending Now in PR & Marketing - PRSA Fort Worth June 2016

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What's Trending Now in PR & Marketing was the June 8, 2016 workshop given by PR Newswire Global Director of Emerging Media, Michael Pranikoff for the PRSA Fort Worth Chapter.

Are you still telling your story the same way as you were five years ago? Companies and organizations are creating content at a furious pace today, but now we need to think differently in order to connect that content with how consumption behaviors are changing. It’s not enough to just create content, we have to evolve how we reach those audiences and adapt our stories to reach them effectively.

Published in: Marketing

What's Trending Now in PR & Marketing - PRSA Fort Worth June 2016

  1. 1. @mpranikoff #FWPRSA
  2. 2. @mpranikoff #FWPRSA Michael Pranikoff Global Director, Emerging Media PR Newswire @mpranikoff
  3. 3. @mpranikoff #FWPRSA “My dear, here we must run as fast as we can, just to stay in place. And if you wish to go anywhere you must run twice as fast as that.” - Lewis Carroll, Alice In Wonderland
  4. 4. @mpranikoff #FWPRSA ; ;
  5. 5. @mpranikoff #FWPRSA
  6. 6. @mpranikoff #FWPRSA
  7. 7. @mpranikoff #FWPRSA Source: http://moz.com/blog/panda-patent-brand-mentions
  8. 8. @mpranikoff #FWPRSA 58 53 44 63 46 2012 2013 2014 2015 2016 Industry 2012 2013 2014 2015 2016 Search engines* 61 58 61 62 63 Traditional media 62 59 61 57 58 Online-only media** 46 44 47 45 53 Owned media 41 40 43 43 46 Social media 44 41 44 45 44 Millennials Gap 66 3 58 0 58 5 51 5 51 7 Source: Edelman Trust Barometer 2016
  9. 9. @mpranikoff #FWPRSA Organic Search
  10. 10. @mpranikoff #FWPRSA CHANGES TO SEARCH OVER THE LAST 12 MONTHS
  11. 11. @mpranikoff #FWPRSA Source: Cracking The Content Code by BrightEdge – August 2014 Source of Traffic to B2B & B2C Websites
  12. 12. @mpranikoff #FWPRSA Source: Andy Crestodina – Orbit Media Studios
  13. 13. @mpranikoff #FWPRSA
  14. 14. @mpranikoff #FWPRSA Source: The Knight Foundation: 5/11/16 Mobile-First News: How People Use Smartphones to Access Information Social apps on mobile compete as a news source, trailing only TV
  15. 15. @mpranikoff #FWPRSA Source: The Knight Foundation: 5/11/16 Mobile-First News: How People Use Smartphones to Access Information Social apps on mobile compete as a news source, trailing only TV
  16. 16. @mpranikoff #FWPRSA Source: The Media Insight Project - What Makes People Trust and Rely on News - April 2016
  17. 17. @mpranikoff #FWPRSA TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015
  18. 18. @mpranikoff #FWPRSA TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015
  19. 19. @mpranikoff #FWPRSA TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015
  20. 20. @mpranikoff #FWPRSA 20 REUTERS INSTITUTE DIGITAL NEWS REPORT 2015
  21. 21. @mpranikoff #FWPRSA Lucas Herscovici Vice President Digital Marketing for North America at Anheuser-Busch InBev
  22. 22. @mpranikoff #FWPRSA Glance Media Definition: Glance Media is the “atomic unit of content” in the form of a Tweet or smaller, that delivers content specific to a person’s need at the moment
  23. 23. @mpranikoff #FWPRSA Glance Media Glance Journalism Definition: Glance Media is the “atomic unit of content” in the form of a Tweet or smaller, that delivers content specific to a person’s need at the moment
  24. 24. @mpranikoff #FWPRSA
  25. 25. @mpranikoff #FWPRSA BRAND Currency = Content AUDIENCE Currency = Personal Info Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp. 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 The Value Exchange
  26. 26. @mpranikoff #FWPRSA
  27. 27. @mpranikoff #FWPRSA
  28. 28. @mpranikoff #FWPRSA PLANNING & EXECUTION RESULTS • Goal: Demonstrate direct ROI from use of Press Release syndication • 3-4 Releases distributed per week promoting content and product offers from MarketResearch.com • Use a blend of Content and Networks based on content type and target audience • Sales revenue directly tied to press release traffic was 73% of the total program cost • Press releases delivered 260% more traffic to Marketresearch.com than all other paid channels • Media pick-up increased YOY in mainstream and trade media, measured by postings and inbound calls • Releases produced first page search results on key unbranded terms previously controlled by competitors CASE STUDY: How PR Newswire helped drive revenue through distribution “PR Newswire succeeded in providing us wide distribution to a large number of media sites…we are being picked up by a number of relevant trade outlets in addition to the major news networks.” VP of Marketing, MarketResearch.com “Our primary aims by working with PR Newswire were to increase distribution of our messages for specific products and increase brand awareness.”
  29. 29. @mpranikoff #FWPRSA
  30. 30. @mpranikoff #FWPRSA
  31. 31. @mpranikoff #FWPRSA Content Syndication Creates Awareness with New Audiences Posting Content to Owned Media Engages Your Current Audience YOUR WEBSITE & SOCIAL MEDIA PRESENCE Content IgniteYourContentStrategyToReachNewAudiences
  32. 32. @mpranikoff #FWPRSA
  33. 33. @mpranikoff #FWPRSA
  34. 34. @mpranikoff #FWPRSA IT ALL STARTS WITH A GOOD HEADLINE
  35. 35. @mpranikoff #FWPRSA 80/20 RULE Headline Article …8 will only read the headline… …and only 2 will make it to the article.
  36. 36. @mpranikoff #FWPRSA HEADLINE FORMULA Number/Trigger Keyword Adjective Promise Headline _______________ + + +
  37. 37. @mpranikoff #FWPRSA HEADLINE FORMULA HOW TO WRITE HEADLINES THAT ARE BETTER THAN BACON-COVERED BACON Trigger Adjective Keyword Promise
  38. 38. @mpranikoff #FWPRSA • Make your news easy to read and digest. Think “info-snacks” • Use bold to separate ideas – But Don’t Overdo It! • Bullet points are great to use. – Make this your Tweet. • Have a Call to Action within the first 300 words. Use only relevant links. •Think about having a “Quotes” section instead of burying the quote. •Easy To Read means Easier to Use! STRUCTURE OF CONTENT
  39. 39. @mpranikoff #FWPRSA
  40. 40. @mpranikoff #FWPRSA Source: PR Newswire Analysis of 2015 Syndicated Content
  41. 41. @mpranikoff #FWPRSA Source: PR Newswire Analysis of 2015 Syndicated Content
  42. 42. @mpranikoff #FWPRSA
  43. 43. @mpranikoff #FWPRSA Analyst Scott Galloway of L2 Inc. Discusses in July 2015 the results of a TravelZoo Asia Study first released in Jan. 2015
  44. 44. @mpranikoff #FWPRSA
  45. 45. @mpranikoff #FWPRSA
  46. 46. @mpranikoff #FWPRSA Original Release Earned Media Continued Conversation / Earned Media
  47. 47. @mpranikoff #FWPRSA
  48. 48. @mpranikoff #FWPRSA
  49. 49. @mpranikoff #FWPRSA In July 2015 Subaru of America embarked on a campaign with the Center for Pet Safety to talk about pet safety in vehicles. The used the following PR tactics as part of their campaign: • Traditional SMT (Satellite Media Tour) • B-Roll Production • Multimedia News Release that included B-Roll and images
  50. 50. @mpranikoff #FWPRSA This is how the content was shared via social media channels. Linking back to the Multimedia News release and with images – but no video.
  51. 51. @mpranikoff #FWPRSA Facebook reported in Q3 2015 that they doubled the number of daily video views in 2015 from 4 Billion to 8+ Billion Video views a day! Source: http://techcrunch.com/2015/11/04/facebook-earnings-q3-2015/
  52. 52. @mpranikoff #FWPRSA To Watch This Video: https://www.facebook.com/subaruofamerica/videos/10152988297451689/ This video was created specifically for Facebook from the original b-roll. This video does not require sound to tell the story because 85% of videos viewed on Facebook are viewed without the sound turned on*. Source - Digiday: http://digiday.com/platforms/silent-world-facebook-video/
  53. 53. @mpranikoff #FWPRSA Screenshot taken 24 hours after the post – these are 100% organic numbers with no paid promotion via Facebook
  54. 54. @mpranikoff #FWPRSA
  55. 55. @mpranikoff #FWPRSA INSPIRE CONVERSATION.
  56. 56. @mpranikoff #FWPRSA

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