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Similaire à Convergence marketing
Similaire à Convergence marketing (20)
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Convergence marketing
- 2. The Need Traditional Public Relations Model The model has changed....
- 3. The Need The traditional media is no longer the public’s only source of information.
- 4. Journalist
- 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)
- 6. Michael Pranikoff Director, Emerging Media PR Newswire [email_address] www.delicious.com/michaelpranikoff Twitter / @mpranikoff Twitter Event Hashtag: #prncl
- 10. “ Video is the new Voice! ” John Chambers, CEO Cisco
- 11. CONTENT is
- 13. Principles to communicating your message today
- 14. 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
- 18. © 2010 Marketo, Inc. Marketo Proprietary and Confidential
- 19. Convergence in action http://www.multivu.com/players/English/46590-PRNewswire-Engage-Opportunity-Everywhere/
- 20. ARC enables viral distribution & dynamic updating
- 21. Campaign Launch Emails Customer email – all segments PR eBlast & banners on external newsletters IR eBlast & banners on external newsletters Marketing eBlast
- 22. http:// promotions.prnewswire.com/ARC_engage.html Video & White Paper Landing Page
- 23. Collecting Leads in Marketo Database White paper landing page with Marketo forms Emails ARC Banners, social & search Marketo Lead Database
- 27. “ Share” button allows viewers to embed the ARC into their blogs or Web sites.
- 29. ARC Content Distributes Updates blog blog fan site blog company site news site blog fan site blog
- 31. 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
- 34. RT:1,653 Comment:689 Source:Sina Weibo Social Media Communications Case in China
- 35. Nana’s Green Tea RT: 4,8449 Source:Kaixin001.com Pageview:18,4000 (within 24 hours after the distribution) Social Media Communications Case in China
- 36. Engage with the Chinese Consumers
- 37. Engage with the Chinese Consumers
Notes de l'éditeur
- Traditional media was the channel to our end audiences… But as we all know that’s changed drastically…
- The public – consumers, business partners, investors and others – rely on numerous different channels to get information…
- “ journalists” have changed dramatically
- The communications evolution turned revolution in the 90s with an explosion of new media forms. Internet became accessible to all – and with access, lowered the bar to communicate messages. It allowed almost anyone to become a media outlet, sometime regardless of qualifications or integity. Today, it seems that new media forms are introduced daily. You need a scorecard to keep up. For communicators, this rapid change can be overwhelming, but also a tremendous opportunity as vast audiences can be reached with great intimacy….but there are no rules and the roadmap changes constantly with faster innovation.
- Content is currency. And with that comes a new engagement construct…
- When leveraged correctly, content drives engagement among core audiences…
- But who owns this engagement construct?
- Multiple disciplines converge to execute on the engagement construct…
- Delivering content over multiple channels…
- Across disciplines
- This clearly illustrates the convergence of disciplines with content as the common denominator. (talk through this slide).
- PR Newswire recently launched a new brand positioning. We did so by very closely aligning our marketing and communications efforts and as a result engaged an enormous audience across multiple channels. This is an ARC Engagement Platform that we built. The ARC allows us to distribute content – video, audio, images, text and other types of content – across the digital ecosystem to websites, throughout social networks, and directly to traditional media, plus much more.
- The video content can be embedded in websites and blogs and be dynamically updated through the platform. So when we’re ready to change the video content, which we will do shortly, the video will update across all the places the original video has been embedded. The ARC is most effective when utilizing a call to action. For us, the call to action was to download one of three white papers and watch a video.
- In addition to the ARC – which for us was a PR tool – we also did a number of email communications. To our own customer database as well as through multiple third party channels. The emails had the same call to action as the ARC.
- We created a dynamic multimedia landing page and cloned it multiple times so we could track the specific vehicles we used to determine their effectiveness.
- The cloned landing page that appeared in the ARC, the emails and select banner ads included a form which drove leads into our marketing automation platform. From there we began nurturing the leads with additional content. We will nurture them over the course of a few months with content and then we will launch a new product to this audience and offer them special demonstrations and other incentives to buy. We will continue nurturing them for some time after that as well.
- Another example…ARC in action driving convergence and engagement.
- Content dynamically updates…
- In the 2 nd half of 2010, PR Newswire conducted a survey on the work-related use of social media by Chinese journalists. This report includes an analysis of 2,500+ true and valid journalist questionnaires. Additionally, this analytical research report is the first-ever report to examine how Chinese journalists are accustomed to using social media in the course of their work.
- Compared to the results of the 2010 PRWeek/PR Newswire Media Survey that polled a total of 1,568 traditional and non-traditional media and 1,670 PR practitioners in North America, media pitches through a social network resulted in coverage approximately 70 percent of the time, which is even higher than the percentage of the Chinese journalists usually obtain the corporate story leads from the social media. However, there is a trend that more and more Chinese journalists and PR professionals have been engaging in the social network. In the past three years, the success rate of the standard pitch to a US or Canadian journalist leads to coverage has dramatically decreased. We will face the same situation in the near future in China as the Chinese social media gr ow faster than their equivalents in the US.
- Utilizing audience-oriented multimedia content and distribution channel with authority and trustworthiness leads to good social media communication and engagement performance in China.
- Corporate story ‘used’ or ‘shared’ by some journalist in the social network generates more remarkable results.
- Images and videos become the backbone of your corporate story not just some spices for the plain text press release. While easily catching people’s eyes, the multimedia content with customized format and layout for the target audience also leads to engagement and higher conversion rate. Enhanced Multimedia News Release embeds text, images, videos in a dynamic customized HTML platform, with various social media communication tools and call-to-action function that activates web engagement.
- For the campaign of women’s autumn training series, Adidas achieved very good search engine results against competitors as they made use of multimedia distribution.
- Chinese companies are also to use advanced platforms to promote their products.