iPress is a digital platform that maps over 20,000 journalists and influencers across over 4,000 media outlets. It allows users to engage with relevant journalists and influencers based on customized topics of interest. The platform was launched in 2013 after market testing in Italy and aims to save communicators time by facilitating targeted outreach in the digital world to capture more attention. It provides dynamic profiles of journalists that are synchronized across social networks, press coverage, books and videos to enable quality engagement between communicators and influencers.

1. iPress
DIGITAL CONTROL ROOM FOR
THE INFORMATION AND
COMMUNICATION INDUSTRY
September 2014

2. For all of us, the most important scarce resource is
TIME

3. The real challenge for communicators is
GETTING ATTENTION

4. iPress is able to save you precious time
to capture much more attention
in the digital world and consequently offline

5. iPress is
A STARTUP THAT IS CHANGING THE PARADIGM OF
COMMUNICATION AMONG INFLUENCERS
After completing a market test in Italy and having mapped
dynamically all the country’s main media (over 20,000 influencers, 4,000
newspapers magazines radios and tvs), it is following the same path in another
4 languages: English, French, German, Spanish.
A map of sources dynamically updated and filtered by topic, showing the
authors and journalists signing them, making a user able to engage in a
targeted manner and adding visibility to your own brands and your news.

6. iPress is
A UNIQUE DIGITAL PLATFORM MATCHING PRESS COVERAGE AND ENABLING
ENGAGEMENT WITH INFLUENCERS
Giving attention to get attention. As information overload becomes
increasingly challenging, iPress allows you to focus on the sources and on the news
that is relevant in each of your fields of interest and to achieve higher quality
engagement, by entering the radar of influencers thanks to social reading.
For each influencer "filtered" for each sector, you’ll get a dynamic profile that crosses
data from Amazon on the books that he or she has written, from Twitter,
Facebook, Linkedin and Google+, in relation to
conversations, from Youtube, in relation to videos, and from various press
review systems and search engines, when it comes to articles and news.

7. Thanks to iPress
THE TRADITIONAL MEDIA BICOME TOTALLY
DIGITALTHANKS TO PLATFORM SOCIAL
SYNCHRONIZATION
A unique digital platform thanks to which you can obtain, from the web, from
printed, radio and TV press reviews, from social networks and from books, all the
information that is relevant to your areas of interest: you’ll be able to filter and
organize it in order to build your own control room for
communicating with influencers. You’ll have at your
disposal a map of sources that are updated dynamically and may be filtered by
topic, with which you may interact in a targeted manner, thus increasing your own
exposure and the visibility of your news.

8. iPress
COMMUNICATION & MEDIA INDUSTRY
What is the Problem?

9. Communicators spam since ever
1998
Journalists against PRs and
" Pr, I can’t stand you
anymore. Really.
The editorial staff complains, surrounded by
useless faxes and calls.”
Source: Italia Oggi

10. Our Gallery of Horrors

11. 2007
Sorry PR people: you are blocked
Chris Anderson Wired
I’ve had it. I get more than 300 emails a day and my
problem isn’t spam, it’s PR people.
Clicca qui

13. 2010
I Pissed Off A PR Spammer Today
Michael Arrington
Source: TechCrunch
Clicca qui

15. 2012
What journalists really think of bad PR pitches
Fonte: The Muck Rack Blog
Clicca qui

17. There is evidence that the traditional common methods in
PR have always been perceived as spam
from the community of journalists and influencers
October 29°,1998 - Italia Oggi
" Pr, I can’t stand you anymore. Really.
•The editorial staff complains, surrounded by
useless faxes and calls.”

18. Our lives are always connected in a world
where reality and virtuality coexist
All of us and our
listeners today get
informed, read, listen
to music, watch tv,
buy, decide, work…
We even meet and
love in the internet
and social networks.
New paradigms are
created: social
reading, social tv
or second screen,
social life!

19. iPress is the solution for
INFORMATION OVERLOAD
faced by communicators and agencies
related to press outlets reviewed by traditional tools
which are time and cost-consuming

20. …and allows you to discover and engage directly
with journalists and influencers through social
networks
who are really interested in the topic

21. iPress
The History

22. Roadmap Synthesis
2000 Idea & Long-Term Vision
2010 Beta Version
2013 Test on Italian Market
2015 Global Development

23. Pre-History: Business Plan of iPress back in 2000
WEBSITE IN THE INDUSTRY OF
INFORMATION AND COMMUNICATION
The concept was really close to a
SOCIAL NETWORK
“Every journalist should fill and complete his informational
space, updating his job position, his interests, his
collaborations with other outlets, informing about his
preferences regarding ways and hours he’d prefer to
receive information, to the possibility to inform in case of
prolongued absence or other happenings”

24. VC’s Answer in 2000
“Too late for easy funding and too early for
technology”
“Something that is growing 2,300 percent a year is
invisible today and ubiquitous tomorrow.”
Jeff Bezos in 1995

25. After the experience in Silicon Valley
the new vision was born:
solve the “social fatigue” for journalists, blogger,
communicators and various influencers
iPress was born in 2010 and the
NewsSocialPlatform
went Live on October 24°, 2013
after a beta testing which lasted for three years
www.ipresslive.com

26. iPress
PUBLIC RELATIONS
The Market

27. Increasing investments by PR agencies

28. Last year PR top agencies activities

29. There is an urgency:
to highlight the value of Public Relations
PR Professionals are more and more important because, in a
world where everybody talks online, what others say about
you is more important than what you actually say about
yourself.
Readers are confused and they are searching for the right
sources of information and therefore the right influencers.

30. iPress
How Does It Work?

31. Signatures are links to Twitter
profiles in the related web areas
– In the platform this turns into
profiles dynamically and
constantly updated.
Through the platform, iPress’s
own algorithm is able to
dynamically map the journalist’s
interest.
In this way, we’re able to learn
who’s the right audience for our
news in every sector.
SOURCES
Press clippings add content authomatically to the
databases
(not the traditional manual “amanuenses”)
Social profiles interact and match

32. Set the Industry/Sector of interest
or choose a keyword to get the list of related journalists

33. Media outlets are dynamically profiled
Today they are
More than 4.000
and constantly growing

34. JOURNALIST PROFILE
Example of the full profile of a journalist
synchronized with the press reviews
Today they are
More than 20.000
and constantly growing

35. iPress GOAL
Spreading Targeted News

36. News composition
Traditionally, the 5 Ws make thenews :
Who What Where When Why
…but the 4 Cs make it a story to be told (Bill Ryan)
Clear Compelling Credible
and therefore …
Contagious

37. “Every business starts with a vision and ends in a story.
It's the power of that story that attracts people, resources, capital and
eventually customers. So, be sure your story has the four C’s:
Clear – is your story short and concise?
Otherwise other people won’t be able to tell it for you.
Compelling – does your story sound 'cool’?
Something people believe they must have.
Credible – does your story sound real?
If your story is Clear + Compelling + Credible it will become
Contagious – your story will naturally spread”
Bill Ryan
Decisyon CMO (user of iPress) and former PR for Steve Jobs launching
the iMac and Apple in the 90s

38. The Process of Spreading Targeted News
THE IDEA
Collect news from blogs and internal news sources, and
spread them during the year through targeted choices.
HOW TO REALIZE IT
Catch the trends spontaneously generated during the year
by creating ad-hoc communications.
THE CHANNELS
There are different means of communications used by PR
professionals: a press release, exclusive report, ad-hoc
research on a specific outlet. Besides the normal ways to
distribute news we can also make it viral on social networks,
updating media databases automatically.

39. ENGAGEMENT
Short Case History
We released on iPress a press release
about the most glamorous women in
sports.
Swimming champion Federica Pellegrini
was on top and she retweeted the news
shared on the main social networks thanks
to iPress!
The story continued with publication
in a national magazine. From
digital to social to
paper.

40. iPress
ENGAGEMENT
Case History

41. Case History
Thanks to the platform,
we noticed an article written by
a journalist we did not know

42. This system allows you to check if your client
is mentioned in an article
ACTIONS
Click and read
the article
Check if your brand
is mentioned
Click on the
journalist’s button
to access
full profile

43. Discover if the journalist writes about an industry
and / or your client
iPress merges information
from press coverage related to sc
enario and those closely
related to the client.
We could see she talked about e
Commerce but didn’t mention our
brand!

44. ACTION: contact her via e-mail or social networks
SUCCESS!
COMPARISON

45. Other examples of Engagement

46. Social reading to engage journaists

47. E “Flaubert” goes from Twitter
to Corriere della Sera newspaper page

48. iPress
Key Features

49. Many features and tools
for the information and communication professional
News
Press
Coverage
eBooks
SYNCHRONIZATION
MATHCING
ENGAGEMENT
Social
Networks

50. Press kit is always available online
along with images and attachments

51. JOURNALIST PROFILE
Example of the full profile of a journalist
synchronized with press clippings

52. Inside your press review area the articles are linked
to their original source and channel

53. You set the related info to the Press Release
such as the Industry/Sector

54. See it LIVE with all information, links and references

55. VALUE FOR JOURNALISTS
They can always find the original source online
along with images, videos and other material

56. News now has a longer life-cycle
because it’s always there to be found
and used to interact and engage more people

57. COMPANY’S PRESS ROOM
WEBSITE OF COMPANY, PARTNERS,
INCUBATORS, AGENCIES
iPress
CASE HISTORY
You insert a news on iPress and it’s sync with all the
platforms you want

58. International Journalism Festival:
iPress technological partner of the event
ATTENDEES SYNCHRONIZATION WITH MAIN WEBSITE

59. Synchronization with Amazon
iPressLIVE synchronized from Amazon all books written by the speakers, all their
conversations from Twitter and YouTube interventions.
In a real digital library, the books of more than 891.500 speakers are all available
online directly from the website of the Festival.
www.festivaldelgiornalismo.com/speaker-list/2014

60. State of the Net:
iPress technological partner of the event
In Trieste, over 20 journalists have personally followed the event, while over 100
did it live online and in podcasts.
http://www.ipresslive.it/Events/10/state-of-the-net
PRESS COVERAGE

61. READING OF PRESS
CLIPPINGS ON iPress
&
SOCIAL SHARING
+ ENGAGEMENT OF
JOURNALISTS
READING OF MAIN
OUTLETS ON
TABLETS AND
WEBSITES
MONITORING OF
SOCIAL SHARING
EVENTS, ONLINE
NEWS & SOCIAL
SHARING through
iPress
PLANNING AND
DELIVERY OF PRESS
RELEASES AND
MEDIA ALERTS throug
iPress + VIRALIZING
ON SOCIAL
Daily Time-table using iPress
BOOK READING & SOCIAL READING
thanks to iPress

62. iPress Traction and Market Test
• 20.000 journalists and
bloggers have been
dynamically mapped
through LinkedIn, Twitter
and Amazon
• 4.000 outlets have been
dynamically profiled
through LinkedIn, Twitter
and Facebook
• More than 1.000
communicators have
tested the platform in
beta version

63. Marisandra Lizzi
Founder of Mirandola Comunicazione and iPress
A freelance journalist, in 1996 she made her major passions (writing,
communication and Internet) her profession, having dealt with Marketing and
Training in the early years of her career. Since that date, in fact, she has been
working in the field of Public Relations with a focus on office printing, first in an
agency, then in a company and now as head of Mirandola Comunicazione,
which she founded in 2002 on a hill among the fields and woods of
Salsomaggiore Terme.
Innovation is the common denominator of the "missions" Communication of
Mirandola Comunicazione: eCommerce, Information and Communication
Technology, Digital Publishing and Startup.
In 2010, along with a team of experts in IT, she founded www.ipresslive.com, the
first professional network for journalists, bloggers and PRs. Ttday, after a period
of incubation in Silicon Valley, is turning into a global platform to better manage
news and social networks. Several collaborations with educational Institutions on
issues related to the media relations, the event management and public relations
in the field of advanced innovation.

64. iPress co-founders
He is the initiator of Mirandola as a place of interaction and cultural and artistic exchange and is
also one of the founders of iPress. After attending the Piccolo Teatro School in Milan and the Paolo
Grassi Theatre School, he performed on stages all over the world working with the Shadow
Theatre. As of today, he has built solid walls and given substance to a dream; the dream of
returning to the Earth to better understand the complexity of the human race. He has adopted an
original approach to business training from this course. As an expert on group dynamics, he has a
great capacity for vision and instinct for understanding people. Having learned lessons from the
world of art and theater, he now applies this experience to the world of communication. As part of
the agency, he is in fact responsible for conceptualizing, planning and organizing high-impact
events.
He founded iPress with Marisandra and other professionals in the field. He’s the technological
foundation of the group. He’s always on the frontier of digital innovation, is able to speak the
language of machines with any kind of technological equipment and knows how to translate this
language and deliver it in a way that is both simple and never banal. Similarly, he knows how to turn
any idea into web architecture and is able to solve complex problems with functional interfaces and
maximum usability.

65. Thank You!
@ipresslive
www.ipresslive.com