Uploaded byMichael Pranikoff
The Convergence of Marketing & PR in a Digital Age – PR Newswire Boston December 9, 2010
The document discusses the convergence of marketing and public relations in the digital age, emphasizing the need for companies to integrate these strategies to engage with consumers more effectively. It highlights emerging trends, like the growing importance of social media and multimedia in press releases, as well as the evolving landscape of media consumption. The author underscores the importance of accessibility, SEO, and audience engagement in crafting effective communication strategies.
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The Convergence of Marketing & PR in a Digital Age – PR Newswire Boston December 9, 2010
- 1. The Convergence ofMarketing & PRin a DigitalAge
- 2. Michael PranikoffGlobal Director,Emerging MediaPR [email protected]/michaelpranikoffTwitter / @mpranikoffFollow The Conversation on Twitter #PRNEDU
- 3. Disclaimer: I amnot 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.
- 4.
- 6. “In 1965, 80percent 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)
- 7. Michael PranikoffDirector, EmergingMediaPR [email protected]/michaelpranikoffTwitter / @mpranikoffTwitter Event Hashtag: #prncl
- 8.
- 9. Follow The Conversationon Twitter #PRNEDU
- 10. Follow The Conversationon Twitter #PRNEDU
- 12. InfluencersFollow The Conversationon Twitter #PRNEDU
- 13. Follow The Conversationon Twitter #PRNEDU
- 15. Customer ServiceIS PublicRelationsPhotocredit: http://www.flickr.com/photos/alexharries/1297298843/
- 16. "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+KFollow The Conversation on Twitter #PRNEDU
- 17. SILOS in CorporationsareOldandCrumblinghttp://www.flickr.com/photos/kh-67/4892949459/
- 18. Communications Comes IntoFocusMarketingPublic RelationsCompanies want: Direct access to consumers
- 19. Opportunities to engagewith audiences
- 20. Continuous Messaging thatis easy to share
- 21. Analytics, ROIThey wantto communicate in a way that combines PR, Marketing and Advertising.Advertising
- 22. Follow The Conversationon Twitter #PRNEDU
- 23. Traditional Public RelationsModelThe model has changed....Follow The Conversation on Twitter #PRNEDU
- 24.
- 26. News Traffic LandscapeYahooranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic. Yahoo NewsGoogle NewsNew York TimesCNNChina’s QQ.comBBCMSNFollow The Conversation on Twitter #PRNEDU
- 27. Pew Research Center’s57% of internet users share links to news stories
- 28. 30% getnews through Social Networks
- 29. 6% getnews via Twitter feedsFollow The Conversation on Twitter #PRNEDU
- 30. Follow The Conversationon Twitter #PRNEDU
- 31. Follow The Conversationon Twitter #PRNEDU
- 32. Are you drivingthe conversation?http://www.flickr.com/photos/perspectivephotography/2090451536/
- 33. Letting go ofcontrol.Follow The Conversation on Twitter #PRNEDU
- 34. Mainstream Media PickupBlogs/ Twitter / Online PubsImmediate Online PickupWeekly Trade PubsMonthly TradesQuarterly Pubs / JournalsSearch Share Blog Release Goes OutThe Long Tail of Corporate ContentNews ReleaseConversationCreated by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 35. HeadTraditional MediaReaching BillionsReachMILLIONSOnline MediaSEARCHTail Created by: Michael Pranikoff, PR Newswire Director of Emerging Media based on Immediate Future, 6/06
- 36. The Long Tailof Corporate ContentOver Six MonthsAmount of CoverageTime From OriginationCreated by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
- 37.
- 38. Principles to CommunicatingYour Message TodayMake your contentAccessible
- 39. Make your contentEasyTo View
- 40. Make your contentEasyTo UseFollow The Conversation on Twitter #PRNEDU
- 41. Building the FoundationSEOFollowThe Conversation on Twitter #PRNEDU
- 43. Surround Your Contentwith Links to Relevant Content
- 44. Make Your ContentEasy to Use
- 45. Tips for SEO& News Releases Create Tweetable Headlines – 120 Characters to allow for the ReTweetIn reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
- 46. Think KeywordPhrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
- 47. Use linksin releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release. OptimizationMax
- 48. SEO & SOCIALMEDIAARE BUDDIESPhoto credit: http://www.flickr.com/photos/tambako/2387498031/
- 49.
- 50. Using multimedia inyour 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
- 51.
- 52. EngagementThe 3 I’sof EngagementInteraction– The actions a person takes while present at those touch points
- 53. Intimacy– The affectiona person holds for a brand
- 54. Influence– The likelihooda person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
- 55. Use Social Mediato make your content directional
- 56.
- 58.
- 64.
- 65. PRSA 2010 InternationalConferenceWashington, DCOct. 16 – 19, 2010#PRNGame
- 66. PRSA 2010 InternationalConferenceWashington, DCOct. 16 – 19, 2010Open to all attendees with a smartphone
- 67. Placed codes allover the conference, name tags, sessions, even other exhibitor booths
- 68. Over 1000 Tweetswith #prngame in 3 days
- 69. 19% of allTweets with the #prsa_ic official hashtag included #prngame#PRNGame
- 70. “It’s not aboutusing new media; it’s about using media in new ways” Dr. Craig LefebvreFollow The Conversation on Twitter #PRNEDU
- 71. “Video is thenew Voice!”John Chambers, CEO Cisco
- 73. ARCThe ARC EngagementPlatformccess your audiences via multi-channel distributioneach them with dynamic multimedia contentonnect, interact, transact and engage
- 75. Our Shining ExampleNY Fan Page has hit more than 1000 fans within four hours of launching our campaign.....So exciting to see such results!Gayle NowakHaggman Advertising
- 76.
- 77. “Share” button allowsviewers to embed the ARCinto their blogs or Web sites.
- 79. blogblogfan siteblogblogfan sitenewssitecompany siteblogDistributesARC Content
- 80. blogblogfan siteblogblogfan sitenewssitecompany siteblogUpdatesARC Content
- 81. blogblogfan siteblogblogfan sitenewssitecompany siteblogUpdatesARC Content
- 82. How Will YouMeasure Your Success?Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/
- 83. Identifying the AudienceWhereare they gathering? What are they talking about?
- 84.
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- 88. Think both InternalandExternal CommunicationsResource:Social Media Governancehttp://budurl.com/bhqqEstablish Your Guidelines
- 89.
- 90. How Do youManage / Control your Corporate Reputation in a Crisis Situation?
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- 92.
- 94. PR Newswire SocialMedia Metrics
- 99.
- 101.
- 104. Location Based SocialMedia… Follow Me!
- 105.
- 106. Michael PranikoffGlobal Director,Emerging MediaPR [email protected]/michaelpranikoffTwitter / @mpranikoff
Editor's Notes
- #5 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.
- #7 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
- #12 However, 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.
- #20 We have come to the age and rise of social consumerism and I wanted to share this video to share with you do demonstrate the power of social media.Where can I get one of them. Dave represents the shift of consumers out there. And what we need to do is understand the consumer digital ecosystem out there.
- #22 Reporters are no longer the sole “gatekeeper” of information. Organizations now have an opportunity to communicate beyond the media and directly with consumers and investors, worldwide. While traditional media still holds sway, big dividends are yielded when savvy communicators embrace the new generation of citizen journalists, bloggers and participants in social networks.
- #23 Even the tenets of traditional media such as the AP are losing their own influence as to what consumers see.
- #25 What is news today? 200 million active users worldwide30% of users are from the US2nd most visited web site in the world850 million photos, 7 million videos, and 28 million pieces of content are uploaded each monthMore than 95% of Facebook members have used at least one application built on Facebook PlatformMore than 4 million users become fans of Pages each day
- #35 Accessibility – dial up modem, millions of people, hotel slow wifi connection – opposite extreme – accessing content via a mobile device......what happens when you go to a site with a flash intro.....you look for the skip intro button....but if you are on a mobile device or dial up, it never loads. East To View – easy to find. How easy is it to find your content, when, where, how...search. Easy To Use – share, to do something with it....email, save, etc.
- #36 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.
- #41 People use optimizationmaz, this is the tool to help you One think people don’t think about with SEO, they leave seo part to the end needs to be at the beginning. You will notice that the name and headline have been blocked out here....this is to protect the guilty.
- #45 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.
- #46 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.
- #47 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.
- #61 The ARC is a highly-effective interactive communication platform that bundles video with other sales and promotional content, together with interactive functions that allow for a range of transactionsNotification release with link to the landing page was distributed to over 5,400 sites and targeted media outletsDistributed to a variety of social media sites and available through anchor text links (InText). Bloggers and consumers easily embeded the IMP in their blogs, web sites and social media pages.Bloggers and consumers easily embeded the IMP in their blogs, web sites and social media pages.
- #64 Currently have 4,800 fans on face book“Pushed” multimedia content out via comprehensive distribution network.“Pulled” audiences by driving them back to the Contest and Facebook pages.Engaged with audiences via social media tools and calls to action.Spread their content virallyby making content embeddable.Supported an evolving) campaignMade their multimedia contentSEO friendly.
- #71 Sales is number one and the closer you tie campaign to sales results the more support you will get. Leads (more people fall into this category) and it is not the real KPI, on how many you have. Brands have got focused on fans and in fact they are very easy to buy. Cost about a $1.00 per fan. Engagement (are people reacting to content)Benchmarket it against others results Ultimately you need a CRM strategy.
- #93 Walk by a store and your phone will start buzzing.