What's Trending Now in PR & Marketing - PRSA Fort Worth June 2016
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The document discusses the evolving landscape of media and content distribution, emphasizing the importance of press releases and content syndication in driving revenue and brand awareness. It highlights the necessity of engaging audiences through various channels, particularly social media, and provides insights on effective content creation strategies, including the use of headlines and multimedia. Additionally, it references various studies and statistics to illustrate trends in digital marketing and audience behavior.
What's Trending Now in PR & Marketing - PRSA Fort Worth June 2016
- 2. @mpranikoff #FWPRSA Michael Pranikoff Global Director, Emerging Media PR Newswire @mpranikoff
- 3. @mpranikoff #FWPRSA “My dear, here we must run as fast as we can, just to stay in place. And if you wish to go anywhere you must run twice as fast as that.” - Lewis Carroll, Alice In Wonderland
- 8. @mpranikoff #FWPRSA 58 53 44 63 46 2012 2013 2014 2015 2016 Industry 2012 2013 2014 2015 2016 Search engines* 61 58 61 62 63 Traditional media 62 59 61 57 58 Online-only media** 46 44 47 45 53 Owned media 41 40 43 43 46 Social media 44 41 44 45 44 Millennials Gap 66 3 58 0 58 5 51 5 51 7 Source: Edelman Trust Barometer 2016
- 10. @mpranikoff #FWPRSA CHANGES TO SEARCH OVER THE LAST 12 MONTHS
- 11. @mpranikoff #FWPRSA Source: Cracking The Content Code by BrightEdge – August 2014 Source of Traffic to B2B & B2C Websites
- 12. @mpranikoff #FWPRSA Source: Andy Crestodina – Orbit Media Studios
- 14. @mpranikoff #FWPRSA Source: The Knight Foundation: 5/11/16 Mobile-First News: How People Use Smartphones to Access Information Social apps on mobile compete as a news source, trailing only TV
- 15. @mpranikoff #FWPRSA Source: The Knight Foundation: 5/11/16 Mobile-First News: How People Use Smartphones to Access Information Social apps on mobile compete as a news source, trailing only TV
- 16. @mpranikoff #FWPRSA Source: The Media Insight Project - What Makes People Trust and Rely on News - April 2016
- 17. @mpranikoff #FWPRSA TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015
- 18. @mpranikoff #FWPRSA TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015
- 19. @mpranikoff #FWPRSA TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015
- 20. @mpranikoff #FWPRSA 20 REUTERS INSTITUTE DIGITAL NEWS REPORT 2015
- 21. @mpranikoff #FWPRSA Lucas Herscovici Vice President Digital Marketing for North America at Anheuser-Busch InBev
- 22. @mpranikoff #FWPRSA Glance Media Definition: Glance Media is the “atomic unit of content” in the form of a Tweet or smaller, that delivers content specific to a person’s need at the moment
- 23. @mpranikoff #FWPRSA Glance Media Glance Journalism Definition: Glance Media is the “atomic unit of content” in the form of a Tweet or smaller, that delivers content specific to a person’s need at the moment
- 25. @mpranikoff #FWPRSA BRAND Currency = Content AUDIENCE Currency = Personal Info Jane Smith [email protected] 555-555-5555 CEO, XYZ Corp. 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 The Value Exchange
- 28. @mpranikoff #FWPRSA PLANNING & EXECUTION RESULTS • Goal: Demonstrate direct ROI from use of Press Release syndication • 3-4 Releases distributed per week promoting content and product offers from MarketResearch.com • Use a blend of Content and Networks based on content type and target audience • Sales revenue directly tied to press release traffic was 73% of the total program cost • Press releases delivered 260% more traffic to Marketresearch.com than all other paid channels • Media pick-up increased YOY in mainstream and trade media, measured by postings and inbound calls • Releases produced first page search results on key unbranded terms previously controlled by competitors CASE STUDY: How PR Newswire helped drive revenue through distribution “PR Newswire succeeded in providing us wide distribution to a large number of media sites…we are being picked up by a number of relevant trade outlets in addition to the major news networks.” VP of Marketing, MarketResearch.com “Our primary aims by working with PR Newswire were to increase distribution of our messages for specific products and increase brand awareness.”
- 31. @mpranikoff #FWPRSA Content Syndication Creates Awareness with New Audiences Posting Content to Owned Media Engages Your Current Audience YOUR WEBSITE & SOCIAL MEDIA PRESENCE Content IgniteYourContentStrategyToReachNewAudiences
- 34. @mpranikoff #FWPRSA IT ALL STARTS WITH A GOOD HEADLINE
- 35. @mpranikoff #FWPRSA 80/20 RULE Headline Article …8 will only read the headline… …and only 2 will make it to the article.
- 37. @mpranikoff #FWPRSA HEADLINE FORMULA HOW TO WRITE HEADLINES THAT ARE BETTER THAN BACON-COVERED BACON Trigger Adjective Keyword Promise
- 38. @mpranikoff #FWPRSA • Make your news easy to read and digest. Think “info-snacks” • Use bold to separate ideas – But Don’t Overdo It! • Bullet points are great to use. – Make this your Tweet. • Have a Call to Action within the first 300 words. Use only relevant links. •Think about having a “Quotes” section instead of burying the quote. •Easy To Read means Easier to Use! STRUCTURE OF CONTENT
- 40. @mpranikoff #FWPRSA Source: PR Newswire Analysis of 2015 Syndicated Content
- 41. @mpranikoff #FWPRSA Source: PR Newswire Analysis of 2015 Syndicated Content
- 43. @mpranikoff #FWPRSA Analyst Scott Galloway of L2 Inc. Discusses in July 2015 the results of a TravelZoo Asia Study first released in Jan. 2015
- 46. @mpranikoff #FWPRSA Original Release Earned Media Continued Conversation / Earned Media
- 49. @mpranikoff #FWPRSA In July 2015 Subaru of America embarked on a campaign with the Center for Pet Safety to talk about pet safety in vehicles. The used the following PR tactics as part of their campaign: • Traditional SMT (Satellite Media Tour) • B-Roll Production • Multimedia News Release that included B-Roll and images
- 50. @mpranikoff #FWPRSA This is how the content was shared via social media channels. Linking back to the Multimedia News release and with images – but no video.
- 51. @mpranikoff #FWPRSA Facebook reported in Q3 2015 that they doubled the number of daily video views in 2015 from 4 Billion to 8+ Billion Video views a day! Source: http://techcrunch.com/2015/11/04/facebook-earnings-q3-2015/
- 52. @mpranikoff #FWPRSA To Watch This Video: https://www.facebook.com/subaruofamerica/videos/10152988297451689/ This video was created specifically for Facebook from the original b-roll. This video does not require sound to tell the story because 85% of videos viewed on Facebook are viewed without the sound turned on*. Source - Digiday: http://digiday.com/platforms/silent-world-facebook-video/
- 53. @mpranikoff #FWPRSA Screenshot taken 24 hours after the post – these are 100% organic numbers with no paid promotion via Facebook