Integrated Marketing Summit Atlanta - March 30, 2010
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Forget What You Think You Know About Public Relations: It's A Whole New World - Presentation by Michael Pranikoff - Global Director of Emerging Media at PR Newswire ( http://www.prnewswire.com ) at the Integrated Marketing Summit in Atlanta on March 30, 2010
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Integrated Marketing Summit Atlanta - March 30, 2010
- 1. THINK Forget what you you know about Public Relations
- 2. It’s a Whole New World
- 3. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff
- 4. “In a downturn, aggressive PR and Communications strategy is key. “ Doug Leone, , General Partner, Sequoia Capital, 10/9/08 http://blog.weatherby.net/2008/10/a-ceos-sequoia.html
- 5. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 6. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 7. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 8. “ 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
- 9. Feel Like You Are Trying to Convince These Guys?
- 10. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 11. 86,800 Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 12. Influencers http://www.businessinsider.com/chart-of-the-day-radio-has-more-reach-than-the-internet-2009-11 Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 13. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 14. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 17. 45% said they liked it
- 18. 41% had no feelings about it
- 19. 15% didn’t like it
- 20. 8% said it negatively affected their feelings of the brand
- 21. 32% who said it made them like the brand moreCreated by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 22. Customer RelationsISPublic Relations Photo credit: http://www.flickr.com/photos/alexharries/1297298843/
- 23. “The people in charge of talking are in the marketing department. The people in charge of listening are in theresearchor service or sales department. They hardly ever talk to each other, let alone have full-duplex conversations with customers.” This won't fly in social technology because the minute you talk, people expect you to listen. And if you start to listen, you'll be tempted to talk. It's a full-duplex channel that befuddles one-way marketers.” Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009
- 24. Old School Michael Pranikoff Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff New School Twitter Event Hashtag: #prncl
- 25. Marketing Public Relations ? ? Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 26. 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 Public Relations Press Release Conversation Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 27. Head Traditional Media Reaching Billions Reach MILLIONS Online Media SEARCH Tail Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 28. 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 Director of Emerging Media
- 29. PUSH Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
- 30. PULL Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
- 31. The Power of PUSH&PULL Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
- 33. Make your contentEasy To View
- 34. Make your contentEasy To UseCreated by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 36. Social Media is NOTa Campaign. It’s a strategyto build Relationships
- 38. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 39. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 40. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 41. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 42. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 43. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 45. 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.
- 46. Use Social Media to make your content directional
- 47. Digital Asset Optimization Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 48. Digital Asset Optimization Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 49. Visibility Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
- 51. Intimacy– The affection a person holds for a brand
- 52. Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
- 53. Listen
- 55. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 56. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 57. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 58. Metrics & Measurement / Analysis PR Newswire Social Media Metrics Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 59. WeALLneed toBecome ‘ers Data Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 63. Bonus Case Study
- 65. PR Newswire Social Media Metrics
- 70. Listen Analyze Strategize Engage Repeat Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg
- 71. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff
Notes de l'éditeur
- 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.
- All of this type of data is available through your web development / IT teams. We need to dive into this data today – more so than ever. The more data we have on how people are interacting with our content, the better we can focus future campaigns.