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The Need Traditional Public Relations Model The model  has  changed....
The Need The traditional media is no longer the public’s only source of information.
Journalist
“ In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires117 prime time Commercial...
Michael Pranikoff Director, Emerging Media PR Newswire [email_address] www.delicious.com/michaelpranikoff Twitter / @mpran...
 
 
To Reach All Target Audience Through  ONE  Channel 客户 美通社中国服务团队 美通社全球总部 中国平面媒体 中国网站和数据库 中国多种新媒体渠道 外国驻华媒体 国际报刊 / 杂志 国际专业出版物...
 
 
“ Video  is the new  Voice! ”   John Chambers, CEO Cisco
CONTENT is
 
Principles to communicating your message today
Engagement construct Rich video content that educates and activates Engage influentials to play the message forward Listen...
Convergence Public  Relations Marketing Companies want:  <ul><ul><li>Direct access to consumers </li></ul></ul><ul><ul><li...
 
 
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Engage with the Chinese Consumers
Embedded Video player for the news release Customized background Call for action button Thumbnail for high-resolution phot...
 
 
 
Convergence in action http://www.multivu.com/players/English/46590-PRNewswire-Engage-Opportunity-Everywhere/
ARC enables viral distribution & dynamic updating
Campaign Launch Emails Customer email –  all segments PR eBlast  & banners on external newsletters IR eBlast  & banners on...
http://promotions.prnewswire.com/ARC_engage.html Video & White Paper Landing Page
Collecting Leads in Marketo Database White paper landing page with Marketo forms Emails ARC Banners, social & search Marke...
Campaign overview <ul><li>Through 11/18, there have been a total of 2,533 downloads from all marketing efforts including <...
Campaign overview <ul><li>Total  Conversions – Net New vs. Known Contacts </li></ul><ul><li>1,852 total net new contacts g...
 
“ Share” button allows viewers to embed the  ARC  into their blogs or Web sites.
 
ARC  Content Distributes Updates blog blog fan site blog company site news site blog fan site blog
 
Our Shining Example NY Fan Page has hit more than 1000 fans within four hours of launching our campaign... So exciting to ...
 
 
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  1. 2. The Need Traditional Public Relations Model The model has changed....
  2. 3. The Need The traditional media is no longer the public’s only source of information.
  3. 4. Journalist
  4. 5. “ 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)
  5. 6. Michael Pranikoff Director, Emerging Media PR Newswire [email_address] www.delicious.com/michaelpranikoff Twitter / @mpranikoff Twitter Event Hashtag: #prncl
  6. 9. To Reach All Target Audience Through ONE Channel 客户 美通社中国服务团队 美通社全球总部 中国平面媒体 中国网站和数据库 中国多种新媒体渠道 外国驻华媒体 国际报刊 / 杂志 国际专业出版物 国际网站 / 数据库 国际电台 / 电视台 国际社交媒体及新媒体渠道 美通记者在线 公众 公众 公众 公众 公众 公众 公众 公众 公众
  7. 12. “ Video is the new Voice! ” John Chambers, CEO Cisco
  8. 13. CONTENT is
  9. 15. Principles to communicating your message today
  10. 16. Engagement construct Rich video content that educates and activates Engage influentials to play the message forward Listen and learn from what the audience is saying Dominate organic search engine presence to capture information seekers and local media National reach with ability to focus locally Easy access to thought-leaders/experts and content to complement Chase’s voice Rich Engaging Content Dynamically Updatable Content Custom Distribution Robust Online Newsroom Centralized Assets Measurement Beyond the Numbers Deep Social Media Engagement Access to Industry Experts Search Optimized Content All assets, in one location ready for rapid deployment
  11. 17. Convergence Public Relations Marketing Companies want: <ul><ul><li>Direct access to consumers </li></ul></ul><ul><ul><li>Opportunities to engage with audiences </li></ul></ul><ul><ul><li>Viral messaging </li></ul></ul><ul><ul><li>Analytics, ROI </li></ul></ul><ul><li>They want to communicate in a way that combines PR, Marketing and Advertising. </li></ul>Advertising
  12. 20. © 2010 Marketo, Inc. Marketo Proprietary and Confidential
  13. 21. Engage with the Chinese Consumers
  14. 22. Embedded Video player for the news release Customized background Call for action button Thumbnail for high-resolution photo Related documents and social media tools
  15. 26. Convergence in action http://www.multivu.com/players/English/46590-PRNewswire-Engage-Opportunity-Everywhere/
  16. 27. ARC enables viral distribution & dynamic updating
  17. 28. Campaign Launch Emails Customer email – all segments PR eBlast & banners on external newsletters IR eBlast & banners on external newsletters Marketing eBlast
  18. 29. http://promotions.prnewswire.com/ARC_engage.html Video & White Paper Landing Page
  19. 30. Collecting Leads in Marketo Database White paper landing page with Marketo forms Emails ARC Banners, social & search Marketo Lead Database
  20. 31. Campaign overview <ul><li>Through 11/18, there have been a total of 2,533 downloads from all marketing efforts including </li></ul><ul><ul><li>ARC platform </li></ul></ul><ul><ul><li>House blasts </li></ul></ul><ul><ul><li>PRWeek email promo </li></ul></ul><ul><ul><li>IR Magazine email promo </li></ul></ul><ul><ul><li>Marketo user summit followup </li></ul></ul><ul><ul><li>Launch page for social media channels </li></ul></ul><ul><ul><li>Campaign advertising (online, LinkedIn, SEM) </li></ul></ul><ul><li>Current downloads </li></ul><ul><ul><li>Content is Marketing – 1,309 downloads (75 additional) </li></ul></ul><ul><ul><li>PR Rising – 675 downloads (21 additional) </li></ul></ul><ul><ul><li>IR Rising – 549 download (24 additional) </li></ul></ul>
  21. 32. Campaign overview <ul><li>Total Conversions – Net New vs. Known Contacts </li></ul><ul><li>1,852 total net new contacts generated since launch </li></ul><ul><ul><li>111 additional since last report </li></ul></ul><ul><li>681 known contacts generated since launch </li></ul><ul><ul><li>9 additional since last report </li></ul></ul><ul><li>By whitepaper </li></ul><ul><ul><li>Marketing is content (1,051 net new, 258 known) </li></ul></ul><ul><ul><li>PR Rising (471 net new, 204 known) </li></ul></ul><ul><ul><li>IR Rising (330 net new, 219 known) </li></ul></ul>
  22. 34. “ Share” button allows viewers to embed the ARC into their blogs or Web sites.
  23. 36. ARC Content Distributes Updates blog blog fan site blog company site news site blog fan site blog
  24. 38. 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! Gayle Nowak Haggman Advertising

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