Congresso Mega Brasil de Comunicação 2010 - The Power and Importance of Search & Social Media
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Michael Pranikoff discusses the evolving relationship between search engines and social media in the context of news dissemination, highlighting the shifting control from traditional media to the audience. He emphasizes the importance of SEO strategies and engaging content for public relations, noting that social media usage is critical for reaching audiences effectively. The document also presents statistics on media consumption and provides tips for optimizing online news releases.
Congresso Mega Brasil de Comunicação 2010 - The Power and Importance of Search & Social Media
- 1. The Power & Importance of Search & Social Media
- 2. Michael PranikoffGlobal Director, Emerging [email protected]://www.delicious.com/michaelpranikoffTwitter / @mpranikoff
- 3. Search & Social OptimizationOnde está o público para as notícias de hoje? Where is the audience for your news today? AudiênciaParticipativaThe Participatory Audience
- 4. O Poder e Importância dos Mecanismos de Busca (SEARCH) The Power & Importance of SEARCHSEO & Media Social trabalham em conjuntoSearch and Social work togetherTwitter Hashtag #congresso3em1
- 6. Brazilian Mass Media usage per week85.6% watch TVat least once a week77.3% readmagazinesat least once a week74.2% read newspapers at least once a week72.2%listen to the radio at least once a week70.2%watch cable TV at least once a weekeLife 2009 Report Basis: 1,277 sample base
- 7. “Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s the peoplewho are in control.”Rupert Murdoch, Global Media EntrepreneurRupert Murdoch
- 8. News Traffic LandscapeYahoo ranks 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.comBBCMSN
- 9. InfluencersFollow The Conversation Twitter Hashtag#congresso3em1
- 10. Source: InSites Consulting72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.
- 11. QQFacebookFriendsterWretchZingOrkuthi5MixiCyworldSocial Networks are taking the globeFollow The Conversation Twitter Hashtag#congresso3em1
- 12. QQFacebookOrkut is #1 in Brasil right now, but not for long…Facebook is taking over Brasil! FriendsterWretchZingOrkuthi5MixiCyworldSocial Networks are taking the globeFollow The Conversation Twitter Hashtag#congresso3em1
- 15. Follow The Conversation Twitter Hashtag#congresso3em1
- 16. BrasilianSocial media use habitsAmong the reasons below, which one(s) made you use this service?Twitter eLife 2009 Report Basis : 868 sample base.
- 17. BrasilianSocial media use habitsAmong the reasons below, which one(s) made you use this service?OrkuteLife 2009 Report Basis: 806 sample base.
- 18. BrasilianSocial media use habitsAmong the reasons below, which one(s) made you use this service?BlogspoteLife 2009 Report basis: 331 sample base.
- 19. Follow The Conversation Twitter Hashtag#congresso3em1
- 20. Credibility – Brasilian AudienceWith a grade from 1 to 5, 1 being “little trustworthy” and 5 being “very trustworthy”, evaluate the following services on credibility of content available:There is NObig difference in the credibility index between those who use and those who do not use traditional media.eLife 2009 Report Basis: 1,277 sample base
- 21. Journalists & News Search The press as well as prospects are using news search engines98% of journalists go online daily
- 22. 92% for article research
- 23. 81% to do searching
- 24. 76% to find new sources, experts
- 25. 73% to find press releasesSources: Middleberg/Ross Survey and Pew Internet and American Life Project
- 27. PULLPhoto credit: http://www.flickr.com/photos/jonathangayman/1028689242/
- 28. The Power of PUSH&PULLPhoto credit: http://www.flickr.com/photos/alvarezandz/3296307865/
- 29. Principles to Communicating Your Message TodayMake your contentAccessible
- 30. Make your contentEasy To View
- 31. Make your contentEasy To UseFollow The Conversation Twitter Hashtag#congresso3em1
- 32. Mainstream Media PickupBlogs / Twitter / Online PubsImmediate Online PickupWeekly Trade PubsMonthly TradesQuarterly Pubs / JournalsSearch Share Blog Release Goes Out over PRNewswireThe Long Tail of Public RelationsPress ReleaseConversationCreated by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 33. HeadTraditional MediaReaching BillionsReachMILLIONSOnline MediaSEARCHTail Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 34. The Long Tail of Public Relations Over Six MonthsAmount of CoverageWhat Needs to happen today – Shorter Releases on a more regular basisTime From OriginationCreated by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 35. ConsistentCommunicationsMattersFollow The Conversation Twitter Hashtag#congresso3em1
- 36. Search Engine Optimizationfor News Releases
- 37. Search engine users’ habitsHalf of all search engine users enter only a single query at a time.A typical user visits only the top 3 search results.55% of users only visited 1 result!Only 19% of visitors clicked through to a second page from their search result.Searchers reported over half of search results were not relevant to what the searcher wanted!Source: SEOMoz.orgFollow The Conversation Twitter Hashtag#congresso3em1
- 42. 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
- 43. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
- 44. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release. International SEO TipsThere a few things that you can do to help users outside your country find your information betterFollow The Conversation Twitter Hashtag#congresso3em1
- 46. EngagementThe 3 I’s of EngagementInteraction– The actions a person takes while present at those touch points
- 47. Intimacy– The affection a person holds for a brand
- 48. Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
- 49. Use Social Media to make your content directional
- 50. 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 Twitter Hashtag#congresso3em1
- 51. SEO & SOCIAL MEDIAARE BUDDIESPhoto credit: http://www.flickr.com/photos/tambako/2387498031/
- 55. Twitter snapshot of Sao Paulo using Twitter MapTweets the evening of May 24, 2010Location Based Social Media… Follow Me!
- 56. Location Based Social Media… Follow Me!
- 59. Follow The Conversation Twitter Hashtag#congresso3em1
- 61. Don’t beAFRAIDTo Dive On In! Photo credit: http://www.flickr.com/photos/inocuo/1113074767/
- 62. Michael PranikoffGlobal Director, Emerging [email protected]://www.delicious.com/michaelpranikoffTwitter / @mpranikoff
Editor's Notes
- #11: There are a wide range of social networks across Asia, but Facebook has been making tremendous progress is almost all markets. (Facebook is banned in China, but Facebook clone Xiaonei has seen tremendous growth). If current trends hold, Facebook will overtake Orkut in India sometime later this year. Facebook’s prominence comes for a number of reasons, including the high mobile platform, which has proved popular in numerous markets. In Indonesia, for example, Facebook surpassed Friendster largely thanks to people with cheap Blackberry-style phones from China using Facebook while stuck in Jakarta traffic.
- #12: There are a wide range of social networks across Asia, but Facebook has been making tremendous progress is almost all markets. (Facebook is banned in China, but Facebook clone Xiaonei has seen tremendous growth). If current trends hold, Facebook will overtake Orkut in India sometime later this year. Facebook’s prominence comes for a number of reasons, including the high mobile platform, which has proved popular in numerous markets. In Indonesia, for example, Facebook surpassed Friendster largely thanks to people with cheap Blackberry-style phones from China using Facebook while stuck in Jakarta traffic.
- #38: 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.
- #39: As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.