Generation PR: One Message, Many Audiences - Silverpop 2011 Client Summit
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Generation PR: One Message, Many Audiences – Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff at the Silverpop 2011 Client Summit in Atlanta. Find out more about Silverpop and PR Newswire at http://bit.ly/kjKGkD
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Generation PR: One Message, Many Audiences - Silverpop 2011 Client Summit
- 1. Generation PR One Message Many Audiences Follow The Conversation on Twitter #spop11
- 2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://flavors.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff
- 3. Disclaimer: I am not a Guru. All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best.
- 5. Engage opportunity across all channels Social Web sites Search Mobile Video sharing CONTENT Blogs Microblogs Print Broadcast
- 6. Engage opportunity with all key audiences Investors The Media Bloggers Decision Makers CONTENT Influencers Consumers Shareholders
- 7. Content REVOLUTION Follow The Conversation on Twitter #spop11
- 9. CONTENT is
- 11. Follow The Conversation on Twitter #spop11
- 12. PUSH Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
- 13. PULL Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
- 15. “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)
- 16. Website Email News Release Social media Traditional Media Communications Channel Complexity Video Tradeshows Search Photos / Visualizations Blog
- 17. Old School New School Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 18. Newspapers: 30 mins Magazines: 20 mins Mobile: 50 mins Internet: 2 hrs, 35 mins TV: 4 hrs, 24 mins
- 20. The Emerging Media Landscape User Generated Editorial Consumer Business
- 21. The Emerging Media Landscape The Media Landscape is no longer static, so we can’t afford to be static either User Generated Editorial Consumer Business
- 22. "Digital and Traditional for the ordinary person is all the same thing. It's all things they consume. It means nothing to them. In agencies and client organizations, people still don't understand this.“ Ian Tait - Global Interactive Executive Creative Director at W+K Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 23. SILOS in Corporations are OldandCrumbling http://www.flickr.com/photos/kh-67/4892949459/
- 24. Traditional Public Relations Model The model has changed....
- 26. Opportunities to engage with audiences
- 27. Continuous Messaging that is easy to share
- 28. Analytics, ROIThey want to communicate in a way that combines PR, Marketing and Advertising. Advertising
- 29. Please Save The Kittens
- 30. Trust
- 31. TrustOverAttention Trust will continue to replace attention as the Currency of the web and business. No one will pay attention if they don’t trust you.
- 32. Where do you generally go first for news about a company? Then where do you go?
- 34. 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 Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 35. Follow The Conversation on Twitter #spop11 Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 36. Are you driving the conversation? http://www.flickr.com/photos/perspectivephotography/2090451536/
- 37. Letting go of control. Follow The Conversation on Twitter #spop11
- 38. Mainstream Media Pickup Blogs / Twitter / Online Pubs Immediate Online Pickup Weekly Trade Pubs Monthly Trades Quarterly Pubs / Journals Search Share Blog Release Goes Out The Long Tail of Corporate Content News Release Conversation Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 39. Head Traditional Media Reaching Billions Reach MILLIONS Online Media SEARCH Tail Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06
- 40. The Long Tail of Corporate Content 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 Global Director of Emerging Media
- 42. “ I never skate to where the puck is, I always skate to where the puck is going to be. Wayne Gretzky – Hall of Fame Hockey Player
- 43. Building the Foundation SEO
- 45. Story Time
- 51. Contentis KING!
- 53. Surround Your Content with Links to Relevant Content
- 54. Make Your Content Easy to Use
- 55. Make Your Content Easy to Use
- 57. Emailed more than 13,000 times
- 58. Printed more than 32,000 times.Make Your Content Easy to Use
- 59. Make Sure YOU have a good Linking Strategy
- 60. SEO & SOCIAL MEDIA ARE BUDDIES Photo credit: http://www.flickr.com/photos/tambako/2387498031/
- 61. Visibility Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
- 63. Intimacy– The affection a person holds for a brand
- 64. Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
- 66. Product Info
- 68. New Data
- 69. Funny
- 70. Infographics
- 74. more multimedia = more views Increase in average online views per press release, when multimedia elements are added. Source: PR Newswire web analytics.
- 75. Story Time
- 83. ANALYZE
- 85. Leave A Trail of Breadcrumbs http://www.flickr.com/photos/bnoj13/4073663539/
- 86. Don’t Be Afraid To Try Something New
- 87. Make it Easy ToAccess, View&UseYOURContent !
- 88. “ By listening, marketing will re-learn how to talk” - Cluetrain Manifesto
- 89. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff
Notes de l'éditeur
- The 1960s were noteworthy for cementing TV as THE communications medium and introducing a new technology that one could argue is already a relic in today’s world
- Today we are looking at a greater audience for news and information than ever before. The speed, breadth, and depth of information is reaching a wider audience then ever. The increased access and searchability of that content is also reaching new heights with journalists, investors, and consumers. This is now a hold of the financial industry as well as the casual investor as new technology allows people to make more informed decisions much more quickly.
- SEO is the foundation of social media. You cannot today put your stuff out on line and think social media is going to do it. Counted has to be found first before it can be shared. Think how you can drive through search.
- 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.
- Brands create more opportunities for engagement. The real secret to social media success is to create something that you what to share with your friend and is consistent with your brand message. Does it pass the “I gotta share this!” Test, the answer is usually, NO. If people want to share it people will write about it or copy it.
- Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.