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the changing nature of media webinar 5.18
- 1. The Digital Transformation of Communications: THE CHANGING NATURE OF MEDIA May 2018
- 2. Chris Lightner @clightner Dave Cardiel @dcardiel22 Stuart Dean @stutah
- 3. Awareness = Impact Technology Merges the Divide PR --> Marketing & Advertising SEO Strategy Hyper-Segmentation Bye Bye Organic Social Thought Leadership Pivot
- 4. “PR departments now need to shift from a predominantly outbound, messaging-based core practice to one that emphasizes 24/7 monitoring, rapid response, online reputation management, and digital crisis management.” – Olivier Blanchard, Social Media ROI
- 5. Investor Relations Reputation Management Crisis Comms Content Marketing Special Events Internal Comms The Modern PR Practitioner Public Relations Media Relations Executive Comms Influencer Relations Social Media SEO What people think PR Pros do: What PR Pros really do:
- 6. 51%of public relations pros believe their executive team only values PR as a brand awareness function… * TrendKite State of the Industry Survey, Dec 2017, https://resources.trendkite.com/i/974094-outlook-survey-results-2018
- 7. * TrendKite State of the Industry Survey, Dec 2017, https://resources.trendkite.com/i/974094-outlook-survey-results-2018
- 8. Brand awareness IS a revenue goal (an opportunity to drive bottom-line business results) #
- 9. Brand Impact
- 10. Digital Impact
- 13. Technology will merge the divide between PR and business impact #
- 14. 10% Monitoring Software 8% Media Database 25% Outside Agencies 21% Owned Events 19% Press Releases 17% “Pay-to-Play” (Paid ads to get placement * TrendKite State of the Industry Survey, Dec 2017, https://resources.trendkite.com/i/974094-outlook-survey-results-2018
- 15. PR $
- 16. PR will have a greater impact on the marketing & advertising functions # (not just content marketing)
- 18. Display targeting SEO/SEM Paid Social Social Amplification & Story Resonance Message Adoption & Mindshare SEO Impact and Content Visibility Influencer Marketing Attribution Analysis, DMP, Web Integration Sales, Leads, Conversions IMPACT PR
- 19. SEO becomes a PR strategy #
- 20. Sources: https://www.marketingprofs.com/chirp/2017/32671/13-statistics-that-prove-the-value-of-seo- infographic 43%of web traffic is driven by search rankings
- 21. 8.5Xmore clicks on organic results than paid results Sources: https://www.marketingprofs.com/chirp/2017/32671/13-statistics-that-prove-the-value-of-seo- infographic
- 22. Navigational “Alamo Drafthouse Cinema movie times” Transactional “Buy movie tickets online” Research “Best movie theaters” Informational “What movies come out in December” Very High Conversion % High Conversion % Moderate Conversion % Low Conversion %
- 23. Hyper-segmentation of news means hyper- segmentation of PR #
- 25. Case Study 1. Electric Vehicles 2. Renewable Electricity 3. Greenhouse Gas Reduction 4. Rebates/Discounts Clean Energy
- 26. Journalist specialization will require hyper targeting your story Russ Mitchell, LA Times #1 Journalist on the topic of Rebates and Discounts. Also covers Greenhouse Gas Emissions and Electric Vehicles, but ZERO coverage of Renewable Electricity Alexander Kaufman, HuffPo #1 Journalist on the topic of Renewable Electricity. Also covers Greenhouse Gas but ZERO coverage of EVs and Rebates Electric Vehicles Renewable Electricity Greenhouse Gas Reduction Rebates/ Discounts Cadie Thompson, Business Insider #5 Journalist on the topic of Electric Vehicles, but ZERO coverage of Rebates, Renewable Electricity or Greenhouse Gases
- 27. Doesn’t mean you can’t get more bang for your editorial buck….
- 28. Branded organic social media completely loses impact #
- 31. While social media is not a silver bullet that some pundits claim it to be, it is an extremely important and low-cost touch point that has a direct impact on sales and positive word of mouth...
- 32. human shares of news releases and editorial coverage (vs brand status updates) are hugely important
- 33. ...Companies not actively engaging are missing a huge opportunity and are saying something to consumers – intentionally or unintentionally– about how willing they are to engage on consumers’ terms.
- 34. Social media is a leading resource PR & marketing executives use to better understand their customers.
- 35. 63% of companies using social media say it has increased marketing effectiveness–among other benefits.
- 36. Thought leadership and employee visibility will extend beyond just the top executives. #
- 37. More than reported being more inclined to do business with organizations that are thought leaders. https://www.marketingcharts.com/digital-78395 7 in 10 executives
- 38. “Just 14% of business decision-makers said the quality of most thought leadership they read is “very good” or “excellent”… with twice as many (26%) feeling that it’s “poor” or “mediocre.”… In fact, respondents estimated gaining valuable insight from thought leadership just 44% of the time, with half disappointed by that.” But there are risks
- 41. THANK YOU Chris Lightner @clightner Dave Cardiel @dcardiel22 Stuart Dean @stutah
Editor's Notes
- Speaker: Dave * Logistics, Ins
- Speaker: Dave Bios, intros, we say hello
- Speaker: Stu Chris to add color commentary as needed
- Speaker: Dave, with Chris support Notes: Dave to update The modern PR practitioner is being pulled in several different directions. Where once it was all about press releases and media relationships, now PR pros are being asked for input on content marketing, SEO, demand gen, analytics tracking, and more! And for all of the many things you do, you’re being asked to track how well it’s working, answer questions about impact… - This had led to a more digitally savvy professional - They understand the potential gaps in PR past - And they are early to capitalizes on opportunities created by the gaps, like leveraging data to prove the bottom-line impact of PR
- Chris notes: Brand awareness is a concept PR hangs it hat on. It’s part of the very building blocks of public relations and it’s not going anywhere, but on the agency side, it’s our job to make sure ‘brand awareness’ evolves past AVE and into an objective that can be tied to revenue. Maybe this seems obvious BUT...
- Chris notes: With the digital transformation of public relations, we are going to see a major shift this year and I hope to see the ‘brand awareness’ people consider themselves as revenue generators.
- BRAND IMPACT PR teams will often say they add brand value. Earned media impacts the way a brand is perceived in the marketplace, both by the general public and by potential customers. When people become aware of your brand, and feel good about it, they’re more likely to engage. But there’s no need to keep PR’s brand impact theoretical — it can be measured.
- DIGITAL IMPACT More PR teams are measuring Digital Impact, as tools like Google Analytics make it easy to review basic site data. Still, PR needs to connect site analytics back to PR activities. Look at digital impact so your clients can answer the question, “Is PR driving traffic to our digital properties, and if so, what actions are PR-driven visitors taking?”
- BOTTOM-LINE IMPACT The end game for today’s PR pro is to measure bottom-line impact. It’s not about measuring the actions PR takes, like how many press release were sent out. It’s about giving your clients real business questions like these: “How many online sales did our earned media drive? How many leads or closed deals were influenced by PR?”
- BRAND IMPACT PR teams will often say they add brand value. Earned media impacts the way a brand is perceived in the marketplace, both by the general public and by potential customers. When people become aware of your brand, and feel good about it, they’re more likely to engage. But there’s no need to keep PR’s brand impact theoretical — it can be measured. DIGITAL IMPACT More PR teams are measuring Digital Impact, as tools like Google Analytics make it easy to review basic site data. Still, PR needs to connect site analytics back to PR activities. Look at digital impact so your clients can answer the question, “Is PR driving traffic to our digital properties, and if so, what actions are PR-driven visitors taking?” BOTTOM-LINE IMPACT The end game for today’s PR pro is to measure bottom-line impact. It’s not about measuring the actions PR takes, like how many press release were sent out. It’s about giving your clients real business questions like these: “How many online sales did our earned media drive? How many leads or closed deals were influenced by PR?”
- Transition: Not only will “Brand Awareness” inform business impact, but technology will help merge the divide, making it easier for PR practitioners secure resources for their programs – and by “resources”, we mean budget. Technology will inform how a market engaged with content socially, via web traffic, downloads, sales, etc. Giving PR teams the ability to use engagement based data points to optimize strategy at scale. Digital Transformation of PR – has already happened in other functions, If you’re the established innovator, you’re always going to be the one selected. So position yourself that way. We are at the forefront, and even have competitors positioning themselves as “TrendKite Lite”,
- Chris notes: Look at the value current PR practices are driving...PR needs to continue the deep dive on where they spend their money (just like other pieces of the organization), calculating the ROI; the big successes; and what money can be used elsewhere.
- PR Will you determine how your market engaged with that article socially, via web traffic, downloads, etc. That way, you and your team can use engagement based data points to optimize your strategy at scale. As a longtime advocate of content and the leader of a content marketing agency, I’m obviously thrilled to see it enriching so many organizations and their audiences — but there’s one thing that still kind of bugs me: The same companies practicing content marketing often separate it from public relations. This is dangerous thinking. Social shares lead to success: Sixty-six percent of editors say they measure the success of guest posts by the number of social shares they receive.
- Chris notes: Brand awareness is a concept PR hangs it hat on. It’s part of the very building blocks of public relations and it’s not going anywhere, but on the agency side, it’s our job to make sure ‘brand awareness’ evolves past AVE and into an objective that can be tied to revenue. Maybe this seems obvious BUT...
- Different keywords indicate different needs on the part of the searcher. Some keywords are informational, like asking ‘why do cats need furniture.’ (Spoiler: they really don’t). Informational searches will be high-volume but low-converting, because these searchers are interested in having their questions answered rather than buying something. As you go down the funnel through Research searches, Transactional searches, and Navigational searches, volume goes down and conversion rate goes up. Your digital and search marketing team should have a balanced portfolio of different types. Because PR excels at Brand Impact, many of the keywords that work best in PR may target Research and Informational searches. However, using a good Transactional keyword as anchor text can suddenly turn a high-profile PR placement into a revenue engine.
- Facebook algorithm is now putting more emphasis on content from friends and family, based on the value of an engagement. This hurts brands Facebook advertising will now be a vital component to all branded social content. So ,get those wallets out if you want to play in social . OR – Beef up your PR efforts and demonstrate the value that those have on your business. We’ve seen this over the past 3+ years, and it continues to get worse. As platforms such as Facebook continue to push their pay-to-play model, with no change in sight, brands will either need to shift significant ad dollars to social, or find other means of getting their message out (ENTER PR). This opens the door for earned media to capitalize on an incredible opportunity. And consumers trust earned media other types of media, so PR has the chance to claim those dollars before they become part of the black hole of social . https://blacktruckmedia.com/blog/brands-lose-organic-facebook-reach/ https://www.forbes.com/sites/keenanbeasley/2018/01/15/how-facebooks-latest-changes-impact-influencers-businesses-the-future-of-social-media-marketing/#435b0c821798
- Note from Shane: I don’t think you need the red X on the top icon because that’s misleading. I think you can just talk to the point of, “Instead of ONLY focusing on Clean Energy…” The red X makes it look like they don’t care or something. But that’s just from a designer’s POV
- Thought Leadership Can Have A Negative Impact, Too There’s room for improvement in the quality of thought leadership, however. Just 14% of the business decision-makers surveyed said that the overall quality of most of the thought leadership they read is “very good” or “excellent”, with twice as many (26%) feeling that it’s “poor” or “mediocre.” The largest portion – 6 in 10 – find it just “good.” In fact, respondents estimated gaining valuable insight from thought leadership just 44% of the time, with half disappointed by that. Poor thought leadership can have a detrimental impact on an organization: 45% report that their respect and admiration for an organization has decreased on that basis, while poor quality content has directly led 30% to decide to not award a piece of business to a company. https://www.marketingcharts.com/digital-78395
- Poor thought leadership can have a detrimental impact on an organization: 45% report that their respect and admiration for an organization has decreased on that basis, while poor quality content has directly led 30% to decide to not award a piece of business to a company.