Work that Content & Make Your Message Resonate
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Work that Content & Make Your Message Resonate by PR Newswire Global Director of Emerging Media – Michael Pranikoff – at a PR Newswire sponsored event held in Minneapolis on March 30, 2011
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Work that Content & Make Your Message Resonate
- 1. WORK THAT CONTENT *@#%! PR Newswire Seminar • March 30, 2011 • Minneapolis • #PRNEDU
- 2. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff
- 4. 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. Content REVOLUTION Follow The Conversation on Twitter #PRNEDU
- 7. CONTENT is Follow The Conversation on Twitter #PRNEDU
- 9. Follow The Conversation on Twitter #PRNEDU
- 10. PUSH Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
- 11. PULL Follow The Conversation on Twitter #PRNEDU Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
- 13. Old School New School Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 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. Michael Pranikoff Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff Twitter Event Hashtag: #prncl
- 18. Follow The Conversation on Twitter #PRNEDU
- 19. "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
- 20. SILOS in Corporations are OldandCrumbling http://www.flickr.com/photos/kh-67/4892949459/
- 22. Opportunities to engage with audiences
- 23. Continuous Messaging that is easy to share
- 24. Analytics, ROIThey want to communicate in a way that combines PR, Marketing and Advertising. Advertising
- 27. Trust
- 28. 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.
- 29. How much do you trust the following industries to do what is right?
- 30. How much do you trust the following industries to do what is right?
- 31. Where do you generally go first for news about a company? Then where do you go?
- 32. 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
- 33. Follow The Conversation on Twitter #PRNEDU
- 34. Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 35. 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 #PRNEDU
- 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 The Current Average – 1 Release every 2 months Time From Origination Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 42. Building the Foundation SEO
- 44. Contentis KING!
- 46. Surround Your Content with Links to Relevant Content
- 47. Make Your Content Easy to Use
- 49. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
- 51. Visibility Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
- 53. Intimacy– The affection a person holds for a brand
- 54. Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
- 55. THINK VISUALLY!
- 56. THINK VISUALLY!
- 57. THINK VISUALLY!
- 63. Headline the Multimedia – images / photos….and use keywords/ keyword phrases
- 72. 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. Follow The Conversation on Twitter #PRNEDU
- 73. “Video is the new Voice!” John Chambers, CEO Cisco
- 75. Video today needs to tell a story. B-Roll won’t cut it.
- 76. Online Video shouldn’t be more than 3 minutes long…unless it’s really good and in depth. Short and to the point is best.
- 77. What works? Video with personality, Showing how something works, Interviews…but simple.
- 79. Where should I go today? http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
- 80. Oh The Places Content CAN Go
- 82. Story Time
- 85. PRSA 2010 International Conference Washington, DC Oct. 16 – 19, 2010 #PRNGame engage opportunity everywhere
- 87. Placed codes all over the conference, name tags, sessions, even other exhibitor booths
- 88. Over 1000 Tweets with #prngame in 3 days
- 89. 19% of all Tweets with the #prsa_ic official hashtag included #prngame#PRNGame engage opportunity everywhere
- 90. Story Time
- 92. blog blog fan site blog blog fan site news site company site blog Distributes Updates Embedded Content
- 95. Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 96. Location Based Media… Follow Me!
- 100. Newspapers: 30 mins Magazines: 20 mins Mobile: 50 mins Internet: 2 hrs, 35 mins TV: 4 hrs, 24 mins
- 101. Leave A Trail of Breadcrumbs http://www.flickr.com/photos/bnoj13/4073663539/
- 102. Make it Easy ToAccess, View&Use Your Content !
- 103. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff
- 104. WORK THAT CONTENT *@#%! PR Newswire Seminar • March 30, 2011 • Minneapolis • #PRNEDU
Notas del editor
- 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.
- 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
- 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.
- Walk by a store and your phone will start buzzing.