Presentation by PR Newswire Global Director of Emerging Media – Michael Pranikoff at the Congresso Mega Brasil de Comunicação 2010 in Sao Paulo on May 25, 2010. The Power and Importance of Search & Social Media. www.prnewswire.com / www.prnewswire.com.br
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Congresso Mega Brasil de Comunicação 2010 - The Power and Importance of Search & Social Media
1. The Power & Importance of Search & Social Media
2. Michael Pranikoff Global Director, Emerging Media michael.pranikoff@prnewswire.com http://www.delicious.com/michaelpranikoff Twitter / @mpranikoff
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6. Brazilian Mass Media usage per week 85.6% watch TVat least once a week 77.3% readmagazines at least once a week 74.2% read newspapers at least once a week 72.2%listen to the radio at least once a week 70.2%watch cable TV at least once a week eLife 2009 Report Basis: 1,277 sample base
7. “ Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s the peoplewho are in control.” Rupert Murdoch, Global Media Entrepreneur Rupert Murdoch
8. News Traffic Landscape Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. Yahoo News Google News New York Times CNN China’s QQ.com BBC MSN
10. Source: InSites Consulting 72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.
11. QQ Facebook Friendster Wretch Zing Orkut hi5 Mixi Cyworld Social Networks are taking the globe Follow The Conversation Twitter Hashtag#congresso3em1
12. QQ Facebook Orkut is #1 in Brasil right now, but not for long… Facebook is taking over Brasil! Friendster Wretch Zing Orkut hi5 Mixi Cyworld Social Networks are taking the globe Follow The Conversation Twitter Hashtag#congresso3em1
16. BrasilianSocial media use habits Among the reasons below, which one(s) made you use this service? Twitter eLife 2009 Report Basis : 868 sample base.
17. BrasilianSocial media use habits Among the reasons below, which one(s) made you use this service? OrkuteLife 2009 Report Basis: 806 sample base.
18. BrasilianSocial media use habits Among the reasons below, which one(s) made you use this service? BlogspoteLife 2009 Report basis: 331 sample base.
20. Credibility – Brasilian Audience With a grade from 1 to 5, 1 being “little trustworthy” and 5 being “very trustworthy”, evaluate the following services on credibility of content available: There is NObig difference in the credibility index between those who use and those who do not use traditional media. eLife 2009 Report Basis: 1,277 sample base
32. Mainstream Media Pickup Blogs / Twitter / Online Pubs Immediate Online Pickup Weekly Trade Pubs Monthly Trades Quarterly Pubs / Journals Search Share Blog Release Goes Out over PRNewswire The Long Tail of Public Relations Press Release Conversation Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
33. Head Traditional Media Reaching Billions Reach MILLIONS Online Media SEARCH Tail Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
34. The Long Tail of Public Relations Over Six Months Amount of Coverage What Needs to happen today – Shorter Releases on a more regular basis Time From Origination Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
37. Search engine users’ habits Half of all search engine users enter only a single query at a time. A typical user visits only the top 3 search results. 55% of users only visited 1 result! Only 19% of visitors clicked through to a second page from their search result. Searchers reported over half of search results were not relevant to what the searcher wanted! Source: SEOMoz.org Follow The Conversation Twitter Hashtag#congresso3em1
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43. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
50. Using multimedia in your releases increases journalist and public engagement by 35%. According to internal sample research comparing press releases that contain multimedia with those that do not. Follow The Conversation Twitter Hashtag#congresso3em1
51. SEO & SOCIAL MEDIA ARE BUDDIES Photo credit: http://www.flickr.com/photos/tambako/2387498031/
61. Don’t be AFRAID To Dive On In! Photo credit: http://www.flickr.com/photos/inocuo/1113074767/
62. Michael Pranikoff Global Director, Emerging Media michael.pranikoff@prnewswire.com http://www.delicious.com/michaelpranikoff Twitter / @mpranikoff
Notes de l'éditeur
There are a wide range of social networks across Asia, but Facebook has been making tremendous progress is almost all markets. (Facebook is banned in China, but Facebook clone Xiaonei has seen tremendous growth). If current trends hold, Facebook will overtake Orkut in India sometime later this year. Facebook’s prominence comes for a number of reasons, including the high mobile platform, which has proved popular in numerous markets. In Indonesia, for example, Facebook surpassed Friendster largely thanks to people with cheap Blackberry-style phones from China using Facebook while stuck in Jakarta traffic.
There are a wide range of social networks across Asia, but Facebook has been making tremendous progress is almost all markets. (Facebook is banned in China, but Facebook clone Xiaonei has seen tremendous growth). If current trends hold, Facebook will overtake Orkut in India sometime later this year. Facebook’s prominence comes for a number of reasons, including the high mobile platform, which has proved popular in numerous markets. In Indonesia, for example, Facebook surpassed Friendster largely thanks to people with cheap Blackberry-style phones from China using Facebook while stuck in Jakarta traffic.
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.
As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.