Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff for a CNW Group Event in Toronto on Nov. 22, 2013. As we look towards the year ahead, all of us reflect on the pros and cons of the past year, and look forward to what we have to plan for. In the multi-dimensional world of public relations and marketing, there is much to consider – particularly at a time when communicators are acutely focused on integrated campaigns that will enable them to reach and foster an ongoing dialogue with relevant audiences across traditional, digital and social media. This presentation focused on: The components of the modern communications landscape; PR’s important role in content marketing; Why social media should be treated as a facet of an overall campaign; The importance of telling your story visually.
3. The most profound technologies are
those that disappear. They weave
themselves into the fabric of everyday
life until they are Indistinguishable from
it…. - Mark Weiser
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8. Content Marketing
The creation and sharing of
high quality, valuable content
by the brand to engage
current & potential audience
and influencers.
AWARENESS
CONSIDERATION
PREFERENCE
CHOICE
Content Marketing will AMPLIFY your existing media
campaigns, increase VISIBILITY and drive
ENGAGEMENT leading to your desired outcome.
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9. Advertiser Rating Effectiveness for Lead Generation of Marketing Methods
PR is a strong component in the marketing mix
90%
Consumer Rates
Method More Effective
80%
Own Sites
Email Own Events
70%
PR
Own Social
Consumer
Exhibitions
Search
Ads on Social Nets
60%
Conferences
Custom Print
Direct Mail
Print Magazines
Print Newspaper
B2B Rates Method
More Effective
50%
40%
General Sites
Smartphones
Virtual Exhibitions
Collateral
Print Directories
Sponsorship
Tablets
Webinars
30%
Topic Specific Sites
Vertical Search
20%
Blue = Digital, Orange = Traditional
10%
10%
20%
30%
40%
50%
B2B
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60%
70%
80%
90%
Source: Outsell 2013 Advertising and Marketing Study
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12. THE VALUE EXCHANGE
BRAND
AUDIENCE
Currency = Content
Currency = Personal Info
The brand continuously delivers
relevant content & establishes
its worth to the audience
The audience trusts the brand
enough to identify themselves &
grant permission for engagement
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Jane Smith
jane.smith@xyz.com
555-555-5555
CEO, XYZ Corp.
20. Growth = Opportunity
Mobile Growth has outpaced desktop web growth 8X
Smartphone sales passed PC Sales in 2012
PC
100M+
Desktop
Internet
1B+
Source: Morgan Stanley, April 2013
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Mobile
Consumer
10B+
21. MULTI-PLATFORM CONSUMPTION IS TODAY’S NEW REALITY
1 in 3 minutes spent
online is now spent
beyond the PC.
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22. TV NO LONGER
COMMANDS OUR
ATTENTION
Source: Google The New Multiscreen World – August 2012
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23. 77% OF TV VIEWERS USE
ANOTHER DEVICE AT THE SAME
TIME IN A TYPICAL DAY
Source: Google The New Multiscreen World – August 2012
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24. 91% OF ADULTS HAVE THEIR
PHONE WITHIN ARMS REACH
24/7
Source: Pocket Your Shop
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27. Mobile Video Is Booming!
2013 = 2 TERABYTES OF MOBILE VIDEO PER MONTH
2017 = 8 TERABYTES OF MOBILE VIDEO PER MONTH
Source: Cisco / BI Intelligence, Oct 2013
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28. What Form of Advertising / Marketing Content Do You
Trust? – Recommendation from People I Know
89%
90%
Global Average – 92%
94%
92%
Source: Nielsen Global Trust in Advertising – April 2013
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29. What Form of Advertising / Marketing Content Do You Trust?
– Branded Websites
44%
52%
Global Average – 58%
58%
73%
Source: Nielsen Global Trust in Advertising – April 2013
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30. What Form of Advertising / Marketing Content Do You
Trust? – Editorial Content Such As News Articles
58%
64%
Global Average – 62%
60%
69%
Source: Nielsen Global Trust in Advertising – April 2013
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37. •Write quality content that gets Social Signals
(pluses and shares).
The general process here is:
•Attract natural links to the content.
•Encourage engagement and sharing on the
site.
•Build up your ‘PageRank’ for quality signals.
•Attract mentions/links from other influencers.
•Build up your relationships within your Circles.
•Take a ‘PR’ approach to website
promotion (get mentioned for natural reasons).
•Develop a content strategy that generates
engagement and regular interactions (earned
media as opposed to paid).
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45. More Multimedia = More Views
* The number of stories with downloadable files such as PDFs, PPTs, DOCs is
significantly fewer than those without, however the data shows the potential for very
high visibility when such assets are included along with other multimedia assets.
Source: PR Newswire Web Analytics, June 2012
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46. Using multimedia in
your releases increases
journalist and public
engagement
According to internal sample research comparing press releases that contain multimedia with those that do not.
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55. Publish a steady
stream of content
TRUST
RELIABILITY
DELIGHT
Keep it relevant
& interesting
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@mpranikoff #CNW
Editor's Notes
Rate of content creation today is greater than at any other time in human history.
Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency. The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
The fast paced growth of mobile devices in the country continue to change the way that we as Americans access content. Whether that content is going to be geared toward a specific type of consumer or the everyman, people now have access to more information and services than ever before in history. The ability to walk down the street and then walk into a store to look at a product, today we can check prices for that product from anywhere in the world and check to see what others think about that product. The same can be said for professional services, highly technical products, or any other facet of B2B commerce.
Hummingbird incorporates those updates, but is being described as the biggest overhaul to the Google Search Algorithm since 2010. Panda and Penguin were about content relevance, authorship, and how links work together. Hummingbird is building upon those, but is now incorporating an importance on mobile search, voice search (which is often more complicated queries), location, and building upon speed of loading - especially for mobile pages. This means that responsive design elements are more important than ever.
“What’s the closest place to buy the iPhone 5s to my home?” A traditional search engine might focus on finding matches for words — finding a page that says “buy” and “iPhone 5s,” for example.Hummingbird should better focus on the meaning behind the words. It may better understand the actual location of your home, if you’ve shared that with Google. It might understand that “place” means you want a brick-and-mortar store. It might get that “iPhone 5s” is a particular type of electronic device carried by certain stores. Knowing all these meanings may help Google go beyond just finding pages with matching words.In particular, Google said that Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.
Visual elements are so important today both in online and mobile experiences. From great images and inforgraphics to using Slidesahrepresenations or today animated GIFs, there are tons of options. Videos can work too, but you need to make sure that you are using an HTML5 video player. Short videos, interviews, product demos and more – but remember for the mobile experience, short with a call to action. Most of all, create a visual element that helps to “stop the swipe”.
Your content should not look like textbooks when opened. Be sure to focus on "scanability" and how it looks on mobile devices because many times they will only briefly scan through your content.
Content must be mapped to business objectives – whether you are simply looking to position yourself as a thought leader or you are looking to drive more tangible results, your content strategy must support your business objectives so that you are driving results that will have an impact on your organization.
Content must be appealing – If your content isn’t interesting, engaging, useful or appealing to your audience, they won’t care. They won’t read it; they won’t share it; they won’t act on it. It will just be more noise.
Content should include specific ‘Calls to Action’ – Whether the “Calls to Action” are focused on sharing the content or asking the audience to provide you with information in exchange for the content or lead to an immediate sales opportunity, CTAs are critical to measuring the results of your content marketing efforts. If you have a benchmark like State Farm did, you can measure against that.