Demand Audience Attention: Creating Your Brand's Visual Moment of Truth (VMOT) - BDI 4/10 Visual Content Marketing & Communications Summit

NINAN CHACKO
CEO, PR Newswire
DEMAND
AUDIENCE
ATTENTION
Creating Your
Brand's Visual
Moment of
Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014)
Ninan Chacko, PR Newswire @PRNewswire #VMOT

LISTEN, ANALYZE
& STRATEGIZE
IDENTIFY & TARGET
DISTRIBUTE
CREATE, CURATE &
OPTIMIZE CONTENT
MEASURE
ENGAGE & INTERACT
COMMUNICATIONS
STRATEGY
We Provide Digital Syndication Solutions to
Help Our Clients Improve Visibility & Engagement

1st
MOMENT
OF TRUTH
2nd MOMENT
OF TRUTH
INITIAL
STIMULI

Corporate Communications
Mobile/Apps
Ratings & Reviews
Discussion Forums
Organic Search
Social Engagement
In-Product
Website
ROI ToolsCustomer Service
Online Ads
DISCOVER
EXPLORE
ENGAGE BUY
Events
Packaging

Corporate Communications
Mobile/Apps
Ratings & Reviews
Discussion Forums
Organic Search
Social Engagement
In-Product
Website
ROI ToolsCustomer Service
Online Ads
DISCOVER
EXPLORE
ENGAGE BUY
Events
Packaging
Customers will contact a Sales rep after they have independently
completed about 60% of the purchasing decision process.
Source: CEB B2B Marketing Study, 2012

Creating Your Brand’s Visual Moment of Truth
Right Place.Right Content. Right Time.
• Visually
arresting
• Relevant to
your audience
• Content
management
• Flow of fresh
content
• Discoverable
to your
audiences
• Influential
sources

DEMANDING ATTENTION

One in five people
1 in 5 people
Which of these catch your eye?

Source: PR Newswire Web Analytics, June 2012
More multimedia = more views
Releases including multiple
multimedia resulted in up to
NEARLY 10 TIMES more than
that of text-only releases

It only takes us
150 milliseconds
to process an
image
Source:
http://neomam.com/interactive/13reasons/

DALLAS, March 13, 2014 /PRNewswire-USNewswire/ -- Paleontologists from the Perot Museum of Nature and Science in
Dallas have discovered a new genus and species of a tyrannosaur that once roamed the ancient Arctic lands of Northern
Alaska. Compared to its cousin Tyrannosaurus rex, this new animal, which has been formally named Nanuqsaurus hoglundi,
is a pygmy. The first name honors the Inupiat people whose traditional territory includes the land where these bones were
found, and the second name is in honor of Dallas entrepreneur and philanthropist Forrest Hoglund, whose extraordinary
leadership helped raise $185 million to build the new Perot Museum, which opened in late 2012.
The scientific paper describing the find – entitled "A Diminutive New Tyrannosaur from the Top of the World" – has been
posted today on the prestigious science journal PLOS ONE, an international, peer-reviewed, open-access online journal that
features reports on primary research from all scientific disciplines. Dallas paleontologists Anthony R. Fiorillo, Ph.D., the Perot
Museum's curator of earth sciences, and Ronald S. Tykoski, Ph.D., fossil preparator at the Museum, co-authored the report.
To read their entire manuscript and view renderings, go to http://dx.plos.org/10.1371/journal.pone.0091287.
"The 'pygmy tyrannosaur' alone is really cool because it tells us something about what the environment was like in the ancient
Arctic," said Fiorillo. "But what makes this discovery even more exciting is that Nanuqsaurus hoglundi also tells us about the
biological richness of the ancient polar world during a time when the Earth was very warm compared to today.“
Fiorillo, who was recently named a Fellow to the internationally renowned Explorers Club in New York City due to his stature
as a polar dinosaur authority, discovered what would eventual be known as the Nanuqsaurus hoglundi in 2006 while
excavating Alaska's North Slope in the Prince Creek Formation. The excavation site – about 13 x 13 feet in size – is located
almost 400 miles northwest of Fairbanks and many miles above the Arctic Circle on lands managed by the Bureau of Land
Management. The research was funded by the National Science Foundation Office of Polar Programs.
Perot Museum Paleontologists Discover Pygmy Tyrannosaur
That Roamed Ancient Arctic Lands Of Alaska
Illustration By
Karen Carr

EQ > IQEMOTION TRUMPS INTELLIGENCE

Multimedia is more often SHARED IN SOCIAL MEDIA

Photos receive
TWICE AS
MANY LIKES
as text updates.
2x
On Facebook’s top brand pages

On Facebook’s top brand pages
Videos are shared
12 TIMES MORE
than text or links
12x

68%of millennials likely to
purchase based on their
friends social media
recommendations.
Source: Harris Interactive Poll, January 2014

of what they
SEE & DO
80%of what they READ
30%
Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.
Multimedia also leaves a lasting impression

Source: Forbes, B2B Demand Generation Benchmark Survey for 2012
Most Marketers have been using video since 2012

2010 Multimedia usage

2013 Multimedia usage doubled.

Still, multimedia
is added to only
14% of releases.

Source: 2013 PR Newswire & PR News Multimedia Survey
http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/

ORGANIZED STRATEGY

Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
White papers
Collateral
Infographics
Ads
Forums
Testimonials
Newsletters
& emails
Apps & Games
85%of brand marketers
are publishing
content.
Source: Forrester, October 2013

36%are doing it
effectively.
But only
Company News
Tweets
Facebook posts
Demos
Surveys
Case studies
White papers
Collateral
Infographics
Ads
Forums
Testimonials
Newsletters
& emails
Apps & Games
Source: Forrester, October 2013
The harsh reality is that branded content, even when it's
great, isn't getting seen or discovered by audiences.

Collateral
PR Social
Brand/
Product
Mktg
Digital Mobile
CRM
Lead
Nurture
Lead
Gen.
Company
News
Tweets
Facebook
posts
Blog
posts
Demos
Surveys
Case
studies
Infographics
Ads Forum
discussions
Testimonials
White papersApps/Games
Newsletters
& emails
Organize content in an asset management system

YOUR
AUDIENCE
Dear Mark,
We’d like to invite you to
a webinar on multimedia.
Create an editorial calendar for your organization

YOUR
AUDIENCE
Dear Mark,
We’d like to invite you to
a webinar on multimedia.
Does your story belong on TV?
Create an editorial calendar for your organization

Partnering with PR News, we designed
a survey about multimedia content
Results published in an
article on PR News and a
series of posts on our blog.
CASE STUDY

Results displayed as an infographic,
which was also published on both our
blog and on PR News.
CASE STUDY

And smaller graphic elements to promote our the
infographic blog post across our social channels.
CASE STUDY

Converted infographic
into a presentation
published to SlideShare
CASE STUDY

Walked through results in a live
Webinar, which we promoted in
our eNewsletter and via release.
CASE STUDY

From the webinar, we
generated a recorded
version as well as a deck
to share on SlideShare.
CASE STUDY

60%
20%
of U.S. adults
Source: GFK Facebook study, March 2014
of U.S. adults
use 3 devices daily
use 2 devices daily
Ubiquitous access and persistence

40% Start an activity on one device,
but finish it on another.
Source: GFK Facebook study, March 2014

SYNDICATION & DISTRIBUTION

Posting Content to Owned Media
Reaches Your Known Audience
YOUR
EMAIL LISTS,
WEBSITE,
& SOCIAL
MEDIA
PRESENCE
Distribution Increases Awareness
& Grows Your Known Audience
Content

Distribution
Media
pick up
Major
media
Online
discoverability
benefits
“Art of Dairy”
May 3, 2013
Picked up
multiple times
RANK 13
Google search
of store name
WIRE
“World Vegetarian Day”
October 1, 2013
Not Picked up
RANK 35
(below the fold)
Google search
of store name
NO WIRE
Distribution vs. Owned Experiment
Large Grocery
Retail Chain
Source: 2013 survey by leading professional services firm.

+80%
+38%
+80%
Expert content more effective than branded content
Source: In-lab study by Nielsen, commissioned by inPowered, March 2014

Public Relations:
Promoting a company
through press
releases and
interacting with
the media
Inbound Marketing:
Promoting a company
through digital
content and
interacting with
online influencers

Source: Beyond Bylines Blog, February 2014

Image source: TED.com

KEY TAKE-AWAYS

1. Text may tell the story, but visuals capture the audience
Image sources:
• http://ebooks.adelaide.edu.au/f/fitzgerald/f_sc
ott/gatsby/chapter1.html
• AP

2. Find the balance between content your audience will find
interesting while mapping to your business objectives.

2. Organize content across departments and throughout
the publishing process.
Image source: NASA

4. Don’t waste your multimedia investment by solely relying
on your owned media channels for promotion
YOUR WEBSITE
Image source: http://sciencelakes.com

Image source: www.jezblog.com

PR Newswire’s blog, Beyond PR http://blog.prnewswire.com/
Google Think Insights
http://www.thinkwithgoogle.com/
CEB B2B Marketing study
http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/
Inc Magazine, Build Social Media Following with Visuals
http://www.inc.com/magazine/201311/ryan-underwood/build-social-media-following-with-visuals.html
eMarketer, Harris Interactive Poll
http://www.emarketer.com/Article/Millennials-Social-Media-Posts-Influence-Peers-Buy-New-
Products/1010576
Neoman, Thirteen Reasons Why Your Brain Craves Infographics
http://neomam.com/interactive/13reasons/
Lester, P. M. (2006). Syntactic Theory of Visual Communication.
http://commfaculty.fullerton.edu/lester/writings/viscomtheory.html
Additional Resources

Forbes, B2B Demand Generation Benchmark Survey for 2012
http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-
marketing-objectives/
2013 PR Newswire & PR News Multimedia Survey
http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/
Forrester, 85% of Marketers Publish Branded Content but only 36% Do It Effectively
http://www.forrester.com/Forrester+85+Of+Marketers+Publish+Branded+Content+But+Only+36+Do+It+Effec
tively/-/E-PRE6125
GFK Facebook Study
http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
In-lab study by Nielsen, commissioned by inPowered, March 2014
http://www.inpwrd.com/nielsen
MOZ, An Introduction to PR Strategy for SEOs
http://moz.com/blog/an-introduction-to-pr-strategy-for-seos
Beyond Bylines (PR Newswire Media Blog), PRN Pulse survey info
http://prnewswiremedia.wordpress.com/2014/02/20/journalists-and-bloggers-using-more-visual-
storytelling/

Demand Audience Attention: Creating Your Brand's Visual Moment of Truth (VMOT) - BDI 4/10 Visual Content Marketing & Communications Summit

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Demand Audience Attention: Creating Your Brand's Visual Moment of Truth (VMOT) - BDI 4/10 Visual Content Marketing & Communications Summit