Whether you are an industry professional, manufacturer, retailer, press or service provider – you need to know the latest tools, tricks and trends for navigating social media, public relations and content marketing. This seminar will cover how we tell our story in today’s content rich and ever-changing environment.
What is the future for education, will it be more of the same, what is it leading to, social drivers, technology drivers, economic drivers, government policies, education scenarios, demographic drivers, jobs of the future, who will it affect. These are all covered in Shaping Tomorrow's presentation.
Transformation Strategies for Higher EducationCognizant
Across the education ecosystem, the basic tenets of teaching and learning are being challenged by business and technology drivers -- compelling institutions in the higher education field to adopt a new playbook in order to remain relevant.
Continuing education has long held a special place in society as the school for adults intent on bridging the skills gap. That is a reputation it deserves—according to the US Department of Education, US adult learners are older (average age, 31), are more likely to have full-time jobs and are more likely to come from the 30 million students who dropped out of school earlier in their lives.
What is the future for education, will it be more of the same, what is it leading to, social drivers, technology drivers, economic drivers, government policies, education scenarios, demographic drivers, jobs of the future, who will it affect. These are all covered in Shaping Tomorrow's presentation.
Transformation Strategies for Higher EducationCognizant
Across the education ecosystem, the basic tenets of teaching and learning are being challenged by business and technology drivers -- compelling institutions in the higher education field to adopt a new playbook in order to remain relevant.
Continuing education has long held a special place in society as the school for adults intent on bridging the skills gap. That is a reputation it deserves—according to the US Department of Education, US adult learners are older (average age, 31), are more likely to have full-time jobs and are more likely to come from the 30 million students who dropped out of school earlier in their lives.
From Massive Open Online Courses and the "Flipped Classroom" to the Rockstar Teacher, new and emerging digital tools are transforming the way students of all ages learn. Here are the eight key trends responsible for the shift.
Digital learning now! Smart SerieS
This is the eighth paper in a series of interactive papers that provides specific guidance
regarding the adoption of Common Core State Standards and the shift to personal digital
learning.
Find out how NITLE can be a resource for you in the coming year and how your institution’s involvement in the NITLE Network is making a difference for liberal education. NITLE’s executive director and staff members will share information about our 2013-2014 program agenda and introduce you to specific tools and resources that your institution can use to make the best possible strategic decisions about integrating pedagogy and technology.
International students live on their mobile devices and
interact on social media daily. This interactive session
is specifically designed to de-mystify mobile marketing
complexities in new markets. Topics addressed include:
mobile website design; audience engagement; mobile lead
generation tools;. specific data about mobile marketing
opportunities in the Middle East; and mobile marketing in
the context of a larger student engagement plan.
The 2017 Fjord Trend Report offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
Twelve months of research, 1000+ cups of coffee, and probably an entire forest worth of Post-its (don’t worry—we recycle). That’s what it took for us to compile our Trends 2017 report, which offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
Visit trends.fjordnet.com for more.
Here are the areas of marketing, media and public relations that I’m thinking about for 2017 in my day job in at Ketchum. Let me know what you think. We’ve love to help your organisation think through some of these challenges.
From Massive Open Online Courses and the "Flipped Classroom" to the Rockstar Teacher, new and emerging digital tools are transforming the way students of all ages learn. Here are the eight key trends responsible for the shift.
Digital learning now! Smart SerieS
This is the eighth paper in a series of interactive papers that provides specific guidance
regarding the adoption of Common Core State Standards and the shift to personal digital
learning.
Find out how NITLE can be a resource for you in the coming year and how your institution’s involvement in the NITLE Network is making a difference for liberal education. NITLE’s executive director and staff members will share information about our 2013-2014 program agenda and introduce you to specific tools and resources that your institution can use to make the best possible strategic decisions about integrating pedagogy and technology.
International students live on their mobile devices and
interact on social media daily. This interactive session
is specifically designed to de-mystify mobile marketing
complexities in new markets. Topics addressed include:
mobile website design; audience engagement; mobile lead
generation tools;. specific data about mobile marketing
opportunities in the Middle East; and mobile marketing in
the context of a larger student engagement plan.
The 2017 Fjord Trend Report offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
Twelve months of research, 1000+ cups of coffee, and probably an entire forest worth of Post-its (don’t worry—we recycle). That’s what it took for us to compile our Trends 2017 report, which offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
Visit trends.fjordnet.com for more.
Here are the areas of marketing, media and public relations that I’m thinking about for 2017 in my day job in at Ketchum. Let me know what you think. We’ve love to help your organisation think through some of these challenges.
#69Predictions Marketing Experts Share for 2016Bryan Kramer
It’s that time of year again. A time to take what we’ve learned and figure out how to plan for big marketing wins in 2016. Since each year is different with a new set of challenges, we tapped into the world’s top industry leaders to tell you their own predictions for next year in helping you to think through your own marketing initiatives.
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CR.docxwellesleyterresa
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR.docxHOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR
Source: http://www.socialmedia-forum.com/smwf-2015-in-pictures/
Why Ford of Europe’s Vice President of Communications and Public Affairs Mark Truby, a former newspaper business editor, worries about whether his company’s content is worthy of reading aloud over the breakfast table and how the launch of a new car in Germany with just 300 media present became the number one trending subject on Twitter and was watched in full by more than 360,000 people around the world. Ahead of #SMWF this June we wanted to find out more from the man himself:
1)Mark your focus is very much about creating content and storytelling but how do you manage that? What do you need to consider?
“Over the past four years we have moved from a Ford of Europe communications team focused primarily on media relations and servicing the automotive press to a team focused first and foremost on constant storytelling to a broad spectrum of media and audiences. This was a major strategic shift and required new skills and resources.
We created a content team with writers, photographers, videographers, graphic artists – people with strong backgrounds in print, broadcast and digital journalism. We augmented our Ford team with new talent on the agency side to help us tell more compelling stories and reach new audiences – such as tech, design and lifestyle press, as well as bloggers and digital influencers.”
2)What are the key elements to consider when creating any content or story for Ford and what can other businesses learn from your approach?
“We try to keep it simple and ask ourselves a few questions. Is the story interesting enough that a news editor would just have to have it for their newspaper, TV broadcast or website? Would the average person find it interesting enough to read or view, and share online? Would a husband read it aloud across the breakfast table to his wife, for example?
You have to be really honest with yourself on these questions or you will waste time and effort on the low-value stories. If a story passes those first hurdles, then we ask whether the story – once read or watched – could truly improve our corporate reputation or raise someone’s opinion of our vehicles and technologies. We have all read a story or seen a feature on TV that forever changed our perception of a person, company or organization. We quote it to friends or share it on Twitter.
This is the power of great storytelling whether you are creating it yourself or working with journalists. So, simple rules but a difficult task. It takes a lot of creativity and hard work to create content that is entertaining, interesting and meaningful.”
3)How can you reach new audiences most effectively through social media and how is this different to the traditional days of PR?
“Certainly online video, infographics and other forms of digital storytelling are amaz ...
Listen to David Brudenell, Chief Digital Officer at Universum discuss the results of Universum's latest insight dive into social media. Get tips on how to create a proper platform mix, create data-led, human and purposeful content and do so in a differentiated way.
There are several consumer trends that influence how we consume and use social media. Knowing this, we pulled together a few predictions from our Access Emanate digital experts on the hottest social media trends we expect to see take shape in 2017.
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders Bryan Kramer
We’ve pulled together a select group of 70 top marketing minds who rock the digital trenches every day, to find out their vision for “What’s Next in 2017” in social media and content marketing.
They live it, breathe it, and know what’s working today, so no doubt we’ll get a glimpse into the crystal ball and reveal key trends based on their insight and experience before they happen.
So what will they say for 2017? Read through and see if you agree with their predictions, and compare word clouds to last year’s answers versus what they had to say for the coming year.
Let me know if you agree, disagree or have a different take on what’s in store for marketers and brands by tweeting me @bryankramer.
Now dive in, enjoy, and brace yourself for 2017!
Cheers ~
Bryan Kramer
#70Predictions
2016 Predictions: http://bit.ly/2016ContentSocialPredictions
Ketchum Digital & Social Almanac 2016 is a review of the year ahead in public relations based on the top 100 stories in digital and social, identified by the Ketchum Engagement network in 2015, and 17 viewpoints written by our experts from around the world.
Content Marketing: new introduction to an old marketing ideaPeter Sigrist
Content marketing - the latest new idea to hit to world of marketing, or just an old idea rebadged? I argue that although content marketing has been around for years, it nevertheless deserves attention because it encourages companies and brands to think more clearly about content, audiences and measuring performance.
Teradata connect is conference on the power of data-driven digital marketing. The conference had a number of inspiring keynotes from Google, Facebook, Wired and Virgin Galactic to name a few. This is an unofficial summary perspective on the conference...that from an Australian technology startup - www.localz.co.
Key takeaways:
1. Customer data is like a currency - access is earned through demonstrated value
2. Technology is re-enabling the era of personalised, contextually relevant interactions…but at mass scale
3. Data savvy businesses will win
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
3. The importance of storytelling
In 1970s, we were exposed to 500 marketing messages per day
today, we are bombarded with as many as 16,000 or more.
Fifty percent of Americans sleep with their phone next to them,
including 80 percent of 18-to 24-year-olds. Twenty percent check
their phone every 10 minutes.
Millennials, now between the ages 19 to 34, actually expect
brands to develop content for them, with 80 percent wanting to
be directly entertained through content marketing.
“As smart content marketers, we need to keep in mind that channels come and go, but good stories
(and storytelling) last forever.”
—Joe Pulizzi, Founder, Content MarkeFng InsFtute and Author, Content Inc.
03(c) 2016 Frank Advertising
8. 8
Relevant
Content Drives
SEO
Google Search
60% of companies report that their
SEO and content strategy are
integrated. (Digital Marke3ng, 2014)
So if you want to be found in search engines today, it’s
almost impossible to game the system (some3mes called
“black hat search engine op3miza3on”) without a solid
content marke3ng strategy. Joe Pulizzi - Epic Content
Marke3ng
(c) 2016 Frank Advertising
9. Driving Traffic
Mobile
All online content must be op3mized
for mobile
User Experience
All online content must provide a
posi3ve user experience
Relevancy
Only relevant content is rewarded on
Google - no more unnatural keyword
stuffing!
According to Phil Frost of Main Street ROI - “In 2016 Google will con3nue to fight manipula3ve SEO tac3cs
such as keyword stuffing, unnatural in-bound links, unnecessary pages for similar keywords. Local and mobile
search will rise in importance and social signals will become more important.”
9(c) 2016 Frank Advertising
10. 0
1000
2000
3000
4000
2011 2012 2013 2014 2015
Website Traffic
FA Case Study
10
Imports to U.S. are outpacing marketplace -
up 13.3% vs. market at 6.6%
• Social and PR continue to grow in reach, engagement, impressions
• Website was changed to a mobile responsive, content based
WordPress site
• Content is updated consistently via events, blog, PR, Images,
shopping area/Quick Ship Program, educational CEUs, etc.
Any surprise that the website has 3x the traffic vs. 2011, direct leads
are up and we are spending less than 1/2 of what we did on
marketing vs. 2011?
(c) 2016 Frank Advertising
11. How to be
Relevant
What defines relevancy:
• It is about the customer, not
you.
• It is NOT one-size-fits-all blasts.
• It is two-way conversa3on
instead of a monologue.
• It has a long shelf-life.
Epic Content Marke3ng by Joe Polizzi
`11
You do not lead by hitting people over the head—
that’s assault, not leadership.
DWIGHT D. EISENHOWER
(c) 2016 Frank Advertising
12. Identify your target and what is
important to them…
Research READ ConnectData
s a uq
2 3 41
Google’s Keyword Planner
Tool
Flipboard
Subscribe, acend, listen
Connect your
strengths, messages
with trends, keywords
to find your niche
Know who your target
audiences are. Run the data.
• Reverse zip code research
• compete.com
12(c) 2016 Frank Advertising
13. Storytelling
Tool Box
PUBLIC RELATIONS
Non-paid stories, reviews,
product placements, etc. featured
online, print and broadcast. Could
include mace stories or paid wire
releases which tradi3onally falls
under PR.
SOCIAL MEDIA
Facebook, Instagram, Pinterest,
Twicer, SnapChat, Google+, etc. -
marke3ng and adver3sing on
social media. YouTube and social
video also fall within this
category.
CONTENT MARKETING
Paid placements of stories
(online/print). It could also
include blogging, newslecers,
white papers, webinars,
infographics, reviews, case
studies, podcasts, events, and can
even encompass PR and Social.
8
“Over the years I have become convinced that we learn best—and change—from hearing stories that
strike a chord within us… Those in leadership posiFons who fail to grasp or use the power of stories risk
failure for their companies and for themselves.”
—John KoLer, Harvard Business School professor, and author, Leading Change
13
i p
(c) 2016 Frank Advertising
14. PAID
Common Terms for Content Marketing
EARNED OWNED
Internet Adver3sing
PPC - Search Marke3ng
Mobile Adver3sing
Sponsorships
Paid Applica3ons
Social Media
Word of Mouth
User Forums
News, PR, Announcements
Blogger Rela3onships
Brand & Product Websites
Mobile Brands
Mobile Apps
Customer Care Services
Proprietary Blogs
14(c) 2016 Frank Advertising
15. All budgets
are limited
Everyone can take advantage of
the same strategies regardless of
budget
• We all have target audiences
• We all need to market to them
• We all have limited 3me and
money
• We all need customers, website
traffic and sales
15
f
(c) 2016 Frank Advertising
16. FA Case Study
Trade Show
Launches
Social Media/
Influencer Promo3on
- Hashtag Contest
- BlogTour
- Twicer Chats
Public Rela3ons
• Wire Releases
• Mace Stories
• Awards
Social Videos -
placed on key
channels
Charity Tie-In
16
Paid Content
(c) 2016 Frank Advertising
17. 70% of consumers prefer
getting to know a company via
articles over ads.
Content+
(c) 2016 Frank Advertising 17
18. the
editor
becomes
the target
Public Relations
93%of reporters prefer to be pitched by
email. (2016 State of the Media - CISION)
“Media is everything that communicates a message.
The goal is to connect a message with the people who
need to hear that message. Journalists want great
stories. PR pros want to help supply the material to
write those great stories. When these two things
come together in the right away, amazing things
can happen.”
4 Pillars of a Media Rela3ons Master
by Michael Smart
18(c) 2016 Frank Advertising
19. Therapedic International
CONTACT: Lori Dolnick
ldolnick@frankadvertisingus.com
Phone: 609.490.0999 ext. 22
Nikki Scalia
nscalia@frankadvertisingus.com
609.490.0999 ext. 20
CONNECT WITH US:
Facebook.com/Therapedic Twitter.com/Therapedic Pinterest.com/Therapedic
FOR IMMEDIATE RELEASE
Therapedic®
releases Back to College Bedding Collection
for 2016-2017 School Year
Princeton, New Jersey – April, 2016 – Therapedic
®
releases their line of Back to College bedding products for the
2016/2017 school year, available exclusively at Bed Bath & Beyond. With the goal of providing everything students
need to make their dorm bed as comfortable as their bed at home, the collection includes a variety of bedding
products from the TruCool traditional pillow to the Therapedic 6” Memory Foam Mattress, available specifically in
Twin XL. Also included are a variety of mattress toppers and mattress pads including the 3” Deluxe Quilted Memory
Foam Mattress Topper, the 2” Memory Foam Mattress Topper, 500 Thread Count Mattress Pad, and 300 Thread
Count Mattress Pad all in twin extra long sizes for dorm room beds. For additional comfort, look for a brand new
Therapedic Reading Wedge with a white knit cover. To add a personal touch to the reading wedge, additional knit
covers in various colors are sold separately.
"College is an exciting transitional period for young adults that will shape their academic and professional future,"
states VP of Brand Relations Susan Mathes. "Every day more evidence shows the correlation between sleep and
student success, and Therapedic top of bed products provide the comfort that students need for a restful night’s
sleep."
For press release and images, click here: http://bit.ly/TherapedicPressKit
Product Guide:
New! Therapedic
®
Reading Wedge
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68%
of reporters rank press
releases as one of the most
important PR resources
79%
want tailored pitches to suit
their coverage/beat
77%
want PR pros to becer
research/understand my
outlet
i
z
What editors want…
19
c
2016 State of the Media - CISION
(c) 2016 Frank Advertising
20. 6 tips for SEO-savvy news releases
Be strategic with links.
Limit links to 1-3 per release to
avoid search engines
classifying your release as
spam.
Make your text web-friendly.
Don’t be afraid to let
mulBmedia do the talking,
either. A release with photos
and videos can see 288 percent
more views.
Avoid repeBBon
RepeBBve links, headlines
could be considered spam by
Google.
Hone your headlines.
In any Google search result,
only the first 50-60 characters
of the Btle will appear.
Create newsworthy quotaBons.
Keep your expert’s quotes
brief and tweetable (less than
100 characters). Include a
keyword.
Put your subhead to work.
Let your subhead carry more
weight and provide context for
your release.
5
6
n
2
;
l
20(c) 2016 Frank Advertising
PR Daily
21. FA Case Study
21(c) 2016 Frank Advertising
Travel
Editors
Health &
Consumer
Editors
Pet
Editors
Trade Editors
Back to
School
Editors
22. Wri3ng a Press Release
• PR Newswire
• AP Style Guide
List Management/Media
Rela3ons
• HARO - Help a Reporter
Out is a great resource for
DIY marketers who want to
reach editors one-on-one
Measurement/Tracking
• Google Alerts
• Hootsuite
• Allow social alerts
• Google Analy3cs
fff
22
Resources
Hacks…
23. Companies with an active
blog report 97% more leads.
Content+
(c) 2016 Frank Advertising 23
24. Blogs
Yesterday and
Today
Blogs in past ran latest story first - you have to scroll or
search to find stories of interest to you. Evidence of past
promo3ons that served what was important to them vs.
handing reins to consumer of the media…
24(c) 2016 Frank Advertising
25. Blogs
Yesterday and
Today
Blogs today offer a grid format that takes past stories and
offers them up under relevant categories.
Keeps customers on site longer.
Repurposes older “ever green” content.
Offers higher relevancy/SEO/Interest
25(c) 2016 Frank Advertising
blancobydesign.com
26. Content
is
the
hub
Social Media
99%of people who share via social
networks are sharing via mul3ple
plaoorms. (AOL & Nielsen)
Lori Ruff. (@loriruff) “Social media is here. It’s not
going away; not a passing fad. Be where your
customers are: in social media.”
26(c) 2016 Frank Advertising
27. 27(c) 2016 Frank Advertising
Lee Odden, CEO of TopRank Online
Marke3ng and author of Op3mize, preaches
about the value of the hub-and-spoke model.
The hub (your blog or website) becomes the
center of your content marke3ng universe,
and the spokes are places to syndicate your
content.
29. Social is always evolving
Twicer
New API will allow longer tweets
and will not count photos and
other content like Retweets in
character count.
Facebook
Con3nuous Live Video, New API
that reduces value of Hashtags,
Rewarding Video Content.
Instagram
New API impacts IFTT.
Improvements to direct
messaging, sugges3ons for
follows, Comment from
desktops, longer videos.
8
Social Media Rule #1 - The Rules are Changing… Lori Dolnick @dolnick
1. Marketers want to learn most about Facebook: While 93% of marketers are using Facebook, 68% want to learn more
about it and 62% plan on increasing Facebook acFviFes.
2. Most marketers aren't sure their Facebook markeFng is effecFve: Only 45% of marketers think that their Facebook
efforts are effecFve. (Michael A. Stelzner, Founder, Social Media Examiner)
29
t p
(c) 2016 Frank Advertising
30. l 54% of marketers say they will
increase their content marke3ng
spending in the next 12 months.
Content Marketing Institute
Social Advertising
30
SocialFresh
(c) 2016 Frank Advertising
31. Keeping up with industry
changes
• Social Media Examiner
Content Planning
• Word or Google Calendars
Books to Read
• Epic Content Marke3ng by
Joe Pulizzi
• The Art of Social Media by
Guy Kawasaki & Peg
Fitzpatrick
• Customer Service: New
Rules for a Social Media
World by Peter Shankman
Scheduling/Analy3c Tool/
Visualiza3on
• Hootsuite
• Storify
• Keyhole
31
Resources
Hacks…
(c) 2016 Frank Advertising
32. 79% of marketers report their
organizations are shifting to
branded content.
Forrester
(c) 2016 Frank Advertising 32
33. Image-based posts remain the
most popular op3on for content,
and for good reason. They are
familiar, easily diges3ble, and the
formats with which content
creators are most comfortable.
What is content?
33
SocialFresh
(c) 2016 Frank Advertising
34. 34(c) 2016 Frank Advertising
Back to Hub-and-Spoke concept…
• Velocity Partners also calls this
Content Atomiza3on.
35. Social Video
YouTube
• Annota>ons, links,
descrip>ons, >tles, and tags
help videos reach more
people.
• Shorter is beCer. (Under 3
min.)
35
Facebook
• Keep autoplay in mind.
• Make it mobile-friendly. More
than 65% of video views on
Facebook come from mobile.
Hootsuite
Instagram/TwiCer
• Instagram is 60 seconds or
less. (TwiCer is 30 seconds or
less.)
• TwiCer offers real >me video
responses.
• Instagram hyperlapse app.
• Boomerang app.
“Eight billion daily video views on Facebook. Over 1 billion YouTube users. Social
video is beginning to dominate almost every platform—and it’s only getting bigger.”
Hootsuite
36. Content Planning
Relevant Stories DistributionTarget Audience
Iden3fy targets. Iden3fy messages
relevant to them.
Develop earned, paid and owned
content around these messages.
Plan distribu3on of the content
created.
“Stories cons3tute the single most powerful weapon in a leader’s arsenal.”
Dr. Howard Gardner, Prof. Harvard Univ.
36(c) 2016 Frank Advertising