9 New Digital Trends Re-Shaping PR
•Download as PPTX, PDF•
0 likes•477 views
In this presentation, Arik talks about nine trends EVERYONE is talking about. Followed by 9 trends fewer people are talking about--but trends that may end up completely reshaping the PR and marketing industries.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to 9 New Digital Trends Re-Shaping PR
Similar to 9 New Digital Trends Re-Shaping PR (20)
Recently uploaded
Recently uploaded (20)
9 New Digital Trends Re-Shaping PR
- 1. ACH 9 New Digital Trends Re-Shaping PR Arik C. Hanson, ACH Communications Sept. 16, 2015 Social Media Rockstars
- 2. ACHACH ABOUT ARIK • 20 years agency, corporate; #SoloPR since 2009; @arikhanson • Blogger, podcaster, e-newsletter maker, board member, event organizer Social Media Rockstars
- 3. ACHACH 9 Trends Everyone is Talking About • Content marketing! Content marketing! Content marketing! • Instagram = so hot right now • Facebook is now officially an advertising platform • Mobile (for about the 9th year in a row) • Podcasting = so hot right now • Video content > Photo content • Is Twitter dying? (Atlantic article) • Brands as publishers (just read Contently) • Paid media budgets continue to skyrocket Social Media Rockstars
- 4. ACHACH 9 Trends you SHOULD be Thinking About Social Media Rockstars
- 5. ACHACH #1 The Bite-Sized News Feed Social Media Rockstars
- 13. ACHACH What does this mean for you? • Media outlets continue to change the way they distribute news—are you adapting? • Consider using social networks to tell longer stories (more on this in a moment). Social Media Rockstars
- 14. ACHACH #2 The Impending Contentapocolypse Social Media Rockstars
- 19. ACHACH What does this mean for you? • Focus on QUALITY over QUANTITY • Go deeper with your stories • Use advanced storytelling tools/techniques (Google News Lab) Social Media Rockstars
- 20. ACHACH #3 Is the corporate blog still content marketing’s “home base”? Social Media Rockstars
- 24. ACHACH What does this mean for you? • Consider how you can syndicate blog content. • How can you use your organization’s “super influencers” to reach more people? Social Media Rockstars
- 25. ACHACH #4 2014: Facebook Zero. 2015: Twitter Zero. 2016: Instagram Zero? Social Media Rockstars
- 27. ACHACH Is Instagram Zero really a possibility? “Across more than 400 campaigns measured globally with Nielsen Brand Effect, ad recall from sponsored posts on Instagram was 2.8x higher than Nielsen’s norms for online advertising.” “Now, as we look to build on this momentum, we’re focused on three key areas: Expanding ad offerings to include action-oriented formats, enabling more targeting capabilities, and making it easier for businesses large and small to buy ads on Instagram.” * Source: Instagram Social Media Rockstars
- 28. ACHACH What does this mean for you? • Don’t over-rely on social channels. • Don’t over-rely on engagement metrics, either (you may end up paying for ALL of them eventually) Social Media Rockstars
- 29. ACHACH #5 Is live social video really the next big thing? Social Media Rockstars
- 33. ACHACH What does this mean for you? • Resist “Shiny Object Syndrome” • Experiment slowly with live social video—it will evolve. • Stay within brand guidelines—don’t dilute your brand for the sake of staying “on trend.” Social Media Rockstars
- 34. ACHACH #6 Emojis. Really, marketers? Social Media Rockstars
- 36. ACHACH The first-ever all emoji news release! Social Media Rockstars
- 38. ACHACH What does this mean for you? • Communicate with your key audiences in a way that makes sense for YOU. • Don’t sacrifice your brand integrity for the sake of a few clicks. • Just say no to emojis (for the bulk of you). Social Media Rockstars
- 39. ACHACH #7 The best social media platform brands aren’t using (well) Social Media Rockstars
- 49. ACHACH What does this mean for you? • Make sure profiles of key executives/employees are polished. • Help execs tell your story via LinkedIn Publishing. • Really think about how you’re using your LinkedIn Company page. Social Media Rockstars
- 50. ACHACH #8 The Pinterest-ifaction of the corporate blog. Social Media Rockstars
- 56. ACHACH What does this mean for you? • Visuals > Text – what are you doing about that? • Make capturing visuals an organizational priority. • Think Tumblr. Not Blogger. Social Media Rockstars
- 57. ACHACH #9 Influencer outreach doesn’t *have* to be about paid partnerships. Social Media Rockstars
- 62. ACHACH What does this mean for you? • Ask yourself: WIIFTI? • You don’t *always* have to target the A-listers • Focus on the experience—and you may not have to pay influencers Social Media Rockstars
- 63. ACHACH 9 Trends you SHOULD be Thinking About • The Bite-Sized News Feed • The impending Contentapocalypse • Is the corporate blog still content marketing’s “home base?” • Instagram Zero • Is social video really the next big thing? • Emojis. Really, marketers? • The best social platform brands aren’t using (well) • The Pinterest-ification of the corporate blog • Influencer outreach doesn’t have to be about paid partnerships Social Media Rockstars
- 64. ACHACH @arikhanson arik@arikhanson.com arikhanson.com (sign up for Talking Points) Social Media Rockstars
Editor's Notes
- Add
- Snapchat: 100M daily active users. Most access the site multiple times per day 400 million snaps per day 30% of millennials use Snapchat Percentage of Snapchat users under 25: 71% Percentage of Snapchat users that are marketers: 1% Anecdotally, according to sources, millions of impressions per day per publisher. No links—all self contained. Swipe to advance; press and hold to send to a friend
- Publishers trying to reach millennials—because, as research suggests, they’re not big on paying for news. See quote below from a recent Niemen Labs report: “I don’t think you should pay for news,” Eric, a 22-year-old Chicagoan, said. “That’s something everybody should be informed in. Like, you’re going to charge me for information that’s going on around the world?” And then there’s 19-year-old Sam from San Francisco: “I really wouldn’t pay for any type of news because as a citizen it’s my right to know the news.”
- NowThis News has been publishing stories to IG for a few years now. One of the early adopters in terms of using IG to distribute news content. They’re not THAT small either—152K followers (compared to177K for ABCNews)
- Of course, now many media outlets have followed suit (although many of the local media up in MSP continue to use it for promo purposes)
- Instagram journalism—a number of reporters experimenting with this like Neil Shea, a freelance writer who writers for National Geographic and other pubs Using outtakes from his trips/assignments and building entire stories around them.
- Contributor to GQ, Rolling Stone and Harpers. Also: Virginia Quarterly Review.
- Even a few outlets—Virginia Quarterly Review, for example
- Hours of video uploaded to YouTube each day Number of status updates on Facebook each day Number of tweets per day Number of Instagram photos uploaded per day
- Plus, the loads of content brands are churning out are garbage. It’s either overly self-promotional, or locks on the “real time marketing” trends—like this content.
- Who’s doing content right? I like Microsoft’s “Microsoft Stories” site.
- Quality – posting less (Sleep Number) Google News Lab: Public Data Explorer, Google News Archive
- 677K views 4K likes 640 comments Would he have got that traction on his corp blog? And Dave Kerpen isn’t really even that big of an “influencer?” How many people have heard of him?
- You saw this post last week,right? Hank Green basically destroyed FB’s video view metric in this Medium post. 2,355 recommended it 2,365 liked it And 80 people commented on it (including a product manager from FB)
- This is a personal example—a friend of mine from Minnesota; her FB posts sometimes swell over 700 words in length and she routinely gets 100s of comments on these posts—but I wonder if this could be a potential tactic for businesses, too? Sleep Number example—employee profile/Behind the Job Title
- Do FB posts REALLY have to be so short? Don’t listen to the experts—use what works for you (and experiment).
- Organic reach on Facebook for brands: 2 years ago—16%; Today—2% Twitter CFO quoted last year as saying changes to algorithm are coming—whether people want them or not. Twitter user numbers have reached a plateau—yet content continues to swell. Pressure under company to keep making money. Prepare: More testing, Use paid options (Twitter cards, Facebook retargeting/CTAs)
- Periscope users shared their livestreams on Twitter 1.5 million times from March through May 22 (1,510,709, to be exact) Meerkat livestream URLs were shared on Twitter 1,521,424 times during the same period According to data from Nuvi For reference there woud be 15 BILLION tweets sent during the same two-month period. Meerkat’s total brand awareness is at 9% and Periscope’s is only at 6%. Brands are a little skittish—big risk; brand guidelines; anytime there’s live video involved http://contently.com/strategist/2015/07/06/the-explosive-growth-of-online-video-in-5-charts/?utm_source=TCSdaily&utm_medium=email&utm_campaign=online_video_growth
- HOWEVER, brands are using Periscope and Meerkat to connect with customers and give them behind-the-scenes looks.
- Or, using it with contests to gin up awareness
- Taco Bell made its case for the taco emoji earlier this year You can now order pizza by using emojis for crying out loud!
- And of course, Chevy introduced us to the first-ever all-emoji news release earlier this year!
- But, when one of the most conservative companies on the face of the earth starts using emojis, aren’t we taking it a bit too far?
- Poll people in the audience—where do you work? Would emojis make sense?
- Many companies are still using LinkedIn this way—not that there’s a ton wrong with this in small doses.
- It is not uncommon for many corporate executives’ LinkedIn profiles to look like this. Sorry, Medtronic.
- I couldn’t even find Omar Ishrak, the Medtronic CEO on LinkedIn (meanwhile, he is tweeting)
- Most brands using LinkedIn promoted posts are using them to drive click thrus. Is it really working?
- Smart: UPS is promoting content created by its internal “influencers” who are publishing on LinkedIn (Alan Gershenhorn – Chief Commercial Officer at UPS)
- Smart: Target using Jeff Jones personal LinkedIn account to share company messages (in a more personal way) during a time of difficulty/responding to a big news story.
- Smart: Companies using CEOs to share company messages to reach employees in a different way.
- Smart: Company CEOs like AmFam’s Jack Salzwedel using LinkedIn to publish and share views to reach customers and employees (few CEOs doing this)
- Pig 3D event—Challenge: Facilitate conversation between pig farmers and urban foodies. And, dispel common myths around pork production. What we did: Create an event to open up convo; target urban foodies influencers (but not the A listers)
- Targeted everyday influencers; didn’t pay them—but instead focused on providing an exclusive experience Butcher and Boar, meat raffle, picked influencers who knew each other; selfie sticks! Picked an A lister to facilitate and compensated him.
- All we asked them in return was to take a few pics on IG and share a few tweets. The results were fantastic (although we didn’t really have a benchmark to measure against)
- Results: 274 tweets, 80 IG pics, 49 FB posts, 1,477,565 impressions, six influencers set up visits to farms Twitter chat: 518 tweets, 1,577,994 impressions
- Add