Will It Blend – Marketing & Public Relations – Integrated Marketing Summit Dallas – December 2010


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Will it Blend? Marketing & Public Relations: Presentation given by PR Newswire Global Director of Emerging Media – Michael Pranikoff – at the Integrated Marketing Summit in Dallas on December 2, 2010

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  • Today we are looking at a greater audience for news and information than ever before. The speed, breadth, and depth of information is reaching a wider audience then ever. The increased access and searchability of that content is also reaching new heights with journalists, investors, and consumers. This is now a hold of the financial industry as well as the casual investor as new technology allows people to make more informed decisions much more quickly.
  • The 1960s were noteworthy for cementing TV as THE communications medium and introducing a new technology that one could argue is already a relic in today’s world
  • However, the communications evolution turned revolution in the 90s with an explosion of new media forms. Internet became accessible to all – and with access, lowered the bar to communicate messages. It allowed almost anyone to become a media outlet, sometime regardless of qualifications or integity. Today, it seems that new media forms are introduced daily. You need a scorecard to keep up. For communicators, this rapid change can be overwhelming, but also a tremendous opportunity as vast audiences can be reached with great intimacy….but there are no rules and the roadmap changes constantly with faster innovation.
  • We have come to the age and rise of social consumerism and I wanted to share this video to share with you do demonstrate the power of social media.Where can I get one of them. Dave represents the shift of consumers out there. And what we need to do is understand the consumer digital ecosystem out there.
  • Reporters are no longer the sole “gatekeeper” of information. Organizations now have an opportunity to communicate beyond the media and directly with consumers and investors, worldwide. While traditional media still holds sway, big dividends are yielded when savvy communicators embrace the new generation of citizen journalists, bloggers and participants in social networks.
  • Even the tenets of traditional media such as the AP are losing their own influence as to what consumers see.
  • What is news today? 200 million active users worldwide30% of users are from the US2nd most visited web site in the world850 million photos, 7 million videos, and 28 million pieces of content are uploaded each monthMore than 95% of Facebook members have used at least one application built on Facebook PlatformMore than 4 million users become fans of Pages each day
  • SEO is the foundation of social media. You cannot today put your stuff out on line and think social media is going to do it. Counted has to be found first before it can be shared. Think how you can drive through search.
  • People use optimizationmaz, this is the tool to help you One think people don’t think about with SEO, they leave seo part to the end needs to be at the beginning. You will notice that the name and headline have been blocked out here....this is to protect the guilty.
  • When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
  • Brands create more opportunities for engagement. The real secret to social media success is to create something that you what to share with your friend and is consistent with your brand message. Does it pass the “I gotta share this!” Test, the answer is usually, NO. If people want to share it people will write about it or copy it.
  • 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.
  • The ARC is a highly-effective interactive communication platform that bundles video with other sales and promotional content, together with interactive functions that allow for a range of transactionsNotification release with link to the landing page was distributed to over 5,400 sites and targeted media outletsDistributed to a variety of social media sites and available through anchor text links (InText). Bloggers and consumers easily embeded the IMP in their blogs, web sites and social media pages.Bloggers and consumers easily embeded the IMP in their blogs, web sites and social media pages.
  • Currently have 4,800 fans on face book“Pushed” multimedia content out via comprehensive distribution network.“Pulled” audiences by driving them back to the Contest and Facebook pages.Engaged with audiences via social media tools and calls to action.Spread their content virallyby making content embeddable.Supported an evolving) campaignMade their multimedia contentSEO friendly.
  • Sales is number one and the closer you tie campaign to sales results the more support you will get. Leads (more people fall into this category) and it is not the real KPI, on how many you have. Brands have got focused on fans and in fact they are very easy to buy. Cost about a $1.00 per fan. Engagement (are people reacting to content)Benchmarket it against others results Ultimately you need a CRM strategy.
  • Walk by a store and your phone will start buzzing.
  • Will It Blend – Marketing & Public Relations – Integrated Marketing Summit Dallas – December 2010

    1. 1. Marketing & Public Relations <br />
    2. 2. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />
    3. 3. Disclaimer: I am not a Guru. <br />All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best. <br />
    4. 4. Old School<br />New School<br />
    5. 5.
    6. 6. “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, CMO, P&G)<br />
    7. 7. Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />Twitter Event Hashtag: #prncl<br />
    8. 8. Source: InSites Consulting<br />72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.<br />
    9. 9. Follow The Conversation on Twitter #IMSDallas<br />
    10. 10. Follow The Conversation on Twitter #IMSDallas<br />
    11. 11.
    12. 12. Influencers<br />Follow The Conversation on Twitter #IMSDallas<br />
    13. 13. Follow The Conversation Twitter Hashtag#IMSDallas<br />
    14. 14.
    15. 15. Customer ServiceIS PublicRelations<br />Photo credit: http://www.flickr.com/photos/alexharries/1297298843/<br />
    16. 16. "Digital and Traditional for the ordinary person is all the same thing. It's all things they consume. It means nothing to them. In agencies and client organizations, people still don't understand this.“ <br />Ian Tait - Global Interactive Executive Creative Director at W+K<br />Follow The Conversation on Twitter #IMSDallas<br />
    17. 17. SILOS in Corporations are<br />OldandCrumbling<br />http://www.flickr.com/photos/kh-67/4892949459/<br />
    18. 18. Communications Comes Into Focus<br />Marketing<br />Public Relations<br />Companies want: <br /><ul><li>Direct access to consumers
    19. 19. Opportunities to engage with audiences
    20. 20. Continuous Messaging that is easy to share
    21. 21. Analytics, ROI</li></ul>They want to communicate in a way that combines PR, Marketing and Advertising.<br />Advertising<br />
    22. 22. Follow The Conversation on Twitter #IMSDallas<br />
    23. 23. Traditional Public Relations Model<br />The model has changed....<br />Follow The Conversation on Twitter #IMSDallas<br />
    24. 24. Journalist<br />Journalist<br />Journalist<br />
    25. 25.
    26. 26. News Traffic Landscape<br />Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. <br />Yahoo News<br />Google News<br />New York Times<br />CNN<br />China’s QQ.com<br />BBC<br />MSN<br />Follow The Conversation on Twitter #IMSDallas<br />
    27. 27. Pew Research Center’s<br /><ul><li> 57% of internet users share links to news stories
    28. 28. 30% get news through Social Networks
    29. 29. 6% get news via Twitter feeds</li></li></ul><li>Follow The Conversation on Twitter #IMSDallas<br />
    30. 30. Are you driving the conversation?<br />http://www.flickr.com/photos/perspectivephotography/2090451536/<br />
    31. 31. Letting go of control.<br />Follow The Conversation on Twitter #IMSDallas<br />
    32. 32. Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthly Trades<br />Quarterly Pubs / Journals<br />Search Share Blog <br />Release Goes Out<br />The Long Tail of Corporate Content<br />News Release<br />Conversation<br />
    33. 33. Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06<br />
    34. 34. The Long Tail of Corporate Content<br />Over Six Months<br />Amount of Coverage<br />Time From Origination<br />
    35. 35. Consistent<br />Communications<br />Matters<br />
    36. 36. Building the Foundation<br />SEO<br />Follow The Conversation on Twitter #IMSDallas<br />
    37. 37.
    38. 38. Surround Your Content with Links to Relevant Content<br />
    39. 39. Make Your Content Easy to Use<br />
    40. 40. Tips for SEO & News Releases<br /><ul><li> Create Tweetable Headlines – 120</li></ul> Characters to allow for the ReTweet<br /><ul><li>In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
    41. 41. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
    42. 42. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release. </li></li></ul><li>OptimizationMax<br />
    43. 43. SEO & SOCIAL MEDIA<br />ARE BUDDIES<br />Photo credit: http://www.flickr.com/photos/tambako/2387498031/ <br />
    44. 44. Virgin America MNR<br />
    45. 45. Using multimedia in your releases increases <br />journalist and public engagement by 35%.<br />According to internal sample research comparing press releases that contain multimedia with those that do not.<br />Follow The Conversation on Twitter #IMSDallas<br />
    46. 46. Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
    47. 47. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction– The actions a person takes while present at those touch points
    48. 48. Intimacy– The affection a person holds for a brand
    49. 49. Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/<br />
    50. 50. Use Social Media to make your content directional<br />
    51. 51. CONTENT is <br />
    52. 52.
    53. 53. Case<br />Study<br />
    54. 54.
    55. 55. engage opportunity everywhere<br />
    56. 56. PRSA 2010 International Conference<br />Washington, DC<br />Oct. 16 – 19, 2010<br />#PRNGame<br />engage opportunity everywhere<br />
    57. 57. PRSA 2010 International Conference<br />Washington, DC<br />Oct. 16 – 19, 2010<br /><ul><li>Open to all attendees with a smartphone
    58. 58. Placed codes all over the conference, name tags, sessions, even other exhibitor booths
    59. 59. Over 1000 Tweets with #prngame in 3 days
    60. 60. 19% of all Tweets with the #prsa_ic official hashtag included #prngame</li></ul>#PRNGame<br />engage opportunity everywhere<br />
    61. 61. “It’s not about using new media; it’s about using media in new ways” Dr. Craig Lefebvre<br />Follow The Conversation on Twitter #IMSDallas<br />
    62. 62. “Video is the new Voice!”<br />John Chambers, CEO Cisco<br />
    63. 63.
    64. 64. A<br />R<br />C<br />The ARC Engagement Platform<br />ccess your audiences via multi-channel distribution<br />each them with dynamic multimedia content<br />onnect, interact, transact and engage <br />
    65. 65. Our Shining Example NY Fan Page has hit more than 1000 fans within four hours of launching our campaign.....So exciting to see such results!<br />Gayle Nowak<br />Haggman Advertising<br />
    66. 66.
    67. 67. http://multivu.prnewswire.com/player/42215-lockheed-martin-f-35/<br />
    68. 68. “Share” button allows viewers to embed the ARCinto their blogs or Web sites.<br />
    69. 69.
    70. 70. blog<br />blog<br />fan site<br />blog<br />blog<br />fan site<br />news site<br />company site<br />blog<br />Distributes<br />Updates<br />ARC Content<br />
    71. 71. How Will You Measure Your Success?<br />Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/<br />
    72. 72. Identifying the <br />Audience<br />Where are they gathering? <br />What are they talking about? <br />
    73. 73. Listen<br />
    74. 74. Too Much Noise<br />http://www.flickr.com/photos/matthijs/3290859398/<br />
    75. 75. Photo credit: http://www.flickr.com/photos/margolove/1810357551/<br />
    76. 76.
    77. 77. Think both <br />Internal<br />and <br />External Communications<br />Resource:<br />Social Media Governance<br />http://budurl.com/bhqq<br />Establish Your Guidelines<br />
    78. 78. Education = Success<br />
    79. 79. How Do you Manage / Control your Corporate Reputation<br /> in a Crisis Situation?<br />
    80. 80. Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
    81. 81. Case<br />Study<br />
    82. 82.
    83. 83. PR Newswire Social Media Metrics<br />
    84. 84.
    85. 85.
    86. 86.
    87. 87.
    88. 88. Search Goes Social<br />
    89. 89.
    90. 90. http://www.flickr.com/photos/robotography/492966506/<br />
    91. 91.
    92. 92.
    93. 93. Location Based Social Media… Follow Me!<br />
    94. 94. Listen<br />Analyze<br />Strategize<br />Engage<br />Repeat<br />Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg<br />
    95. 95. Follow The Conversation on Twitter #IMSDallas<br />
    96. 96. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />