#Mynewsdesk

PR-Tech 4.0 Rethinking Communication

#Mynewsdesk

Mynewsdesk at a glance: 2014

15Mynewsdesk

babies born

Signups from

84 countries

12Newsrooms

openedin Kenya

7New

tattoos

1In-house

houseband

3New

offices opened

44%More

customers in 2014

#Mynewsdesk

Mynewsdesk at a glance: Facts & figures

#Mynewsdesk

Mynewsdesk is an all-in-one brand newsroom and multimedia PR platform, where companies can setup newsrooms

to publish and distribute their content, simultaneously publishing it on social media or embed the newsroom to their own site.

Sweden FinlandDenmarkNorway UK Germany Singapore

Part of NHST Media

Group, Oslo

Founded 2003 in Sweden

Headquarters in Stockholm,

Sweden

Revenue

Growth

EBIT

Number of Employees

Retention Rate

LTV to CAC Ratio

€ 15.1 M

27%

€ -1.4 M

163

94%

10.4

2014

#Mynewsdesk

Mega trends in media consumption

#Mynewsdesk

fully-employed journalists

of German journalists use PR

releases as a source for information

Within 1 Minute on the internet

48h video content gets uploaded to Youtube

3,000 photo-uploads to Flickr

685,000 Facebook content shares

100,000 new Tweets

2+ Mio. search requests in Google

In Germany there are more than

80,000

Communications today: Facts & figures

80%

people worldwide use social media

Over

of German internet users

use social media networks

1.9 BILLION

78%

of the largest brands in Germany actively use social media.

39% Twitter

37% YouTube

28% Facebook

12% Corporate Blogs

60%

OF

BRAN

dS u

SE

#Mynewsdesk

The communication landscape is changing fast2015

of CEOs think content marketing is the strategy of the future

Brands evolve into media houses ➜ 72% of Twitter users: very likely that will buy from a company after they follow it

Give the control to “super users” and let them speak for the brand ➜ 82% of Twitter users would recommend an SME that they follow to friends

Social media is getting ephemeral

Video is gaining an uptake in popularity

CMS and personalized content ➜ 85% of Twitter users feel more connected to an SME when they follow them

Increasing diversity of devices

User-friendly format for different devices – mobile traffic will increase sevenfold by 2017

More videos, pictures, infographics, Slideshare Think in pictures (shareability)!

Only 5% of the 100 biggest German companies serve Facebook, Twitter, YouTube & corp. blogs simultaneously

51% plan to increase their marketing-spend on data and analytics

57% for social media marketing

51% for email marketing

“1 like is worth 1000 words” - Bigdata

of German internet users use social media

the largest German brands actively use social media:

Bot-oriented content;

Writing for search engines not users; generation of backlinks

Static company websites

Articles

Pictures/photos

Press-releases

Videos

Very important! ➜ Tweets with pictures are shared 2x more often

Every second dAX company has their own blog

Website content

Infographics

CONTENT

CONTENT

CONTENT

CHANNELS

CHANNELSCHANNELS

STRATEGIES

STRATEGIESSTRATEGIES

78%

70%

39%37%28%12%

58% 91%

76%

i

78%

60%

CoRPoRaTe BloGs

Exabyte Exabyte

2013 20171,6 11,22009

2013

• Social media is developing at a high speed -> 2015: ephemeral social media channels (e.g. Snapchat, Meerkat)

• Users are becoming more engaged with brands, raising the importance of content marketing

#Mynewsdesk

PR-tech today: Companies work with multiple suppliers

PUBLISH CORPORATIONS ANALYZE

NETWORK EXPLORE

Social media

Photos Print ads

ClippingsSocial media monitoring

Medien media monitoring

Magazines

Events

Influencer relations

Trend monitoring

direct interaction

Manage contacts e.g. Excel lists

up to 549€/month for

max. 10 users e.g.

Bluereport

Sprout Social up to 99€/month per user

2-5€/clipping

distribution in

Germany 360€

Office 365:

15€/month

per user

Press releases

• Currently corporations have to use the products of various suppliers for their communications work

• The diversity of services makes managing corporate communication very complex

#Mynewsdesk

PR-tech tools landscape today

PUBLISHER TOOLS

SOCIAL MONITORING/MANAGEMENT

CONTENT LICENSING

MEASUREMENT & ANALYTICS

MEDIA MONITORING

VISUAL STORYTELLING

NEWSWIRES/PRESS RELEASES

CONTENT CREATION

NEWSROOM/PRESS PAGE

MEDIA OPPORTUNITIES PAID CONTENT DISTRIBUTION

MARKETPLACES

INFLUENCER MARKETING

• The PR tech industry is extremely fragmented, making efficient communication difficultSource: prtech.co/ecosystem (2014)

#Mynewsdesk

PR-tech tomorrow: Workflow-oriented seamless solution

CORPORATIONS

Distribution of press releases, news, blog, images & videos

Integrate Newsroom in social media channels

Categories & tags to increase SEO

Build your own media library (videos, images, logos, etc.)

Content creation

Storytelling

Editorial planning

Content collaboration

Headline “prototyping”

Conversations about company, brand, industry & competition

Identify influencers and relevant multipliers

Direct interaction and strengthen personal network

Efficient contact management system

Integrate own contacts

Increase own distribution list through new “followers”

Find the influencers important for your brand

Blogger relations

User behavior, email open-/click rates, location

Integration of Google Analytics

Media monitoring

Communication work runs over an all-in-one workflow platform with responsive design and therefore becomes more efficient and process-optimized.

PUBLISHCREATE NETWORK EXPLORE ANALYZE

Communication work runs over an all-in-one workflow platform with responsive design and therefore becomes more efficient and process-optimized.WORKFLOW WORKFLOW

#Mynewsdesk

Key areas of success

#Mynewsdesk

While traditional media sources are declining the time people spend on social media channels keeps increasing

• PR professionals need to move their communication into channels where they reach the biggest audience & where their audience talks about them!

Source: Pew Research Center (2013), (2014)

1| Reach: Facts & figures

80%

70%

60%

50%

40%

30%

20%

10%

0%

PERC

ENTA

GE

OF

RESP

ON

dEN

TS

WH

O G

OT

NEW

S “Y

ESTE

RdAY

” FR

OM

EAC

H P

LATF

ORM

1991 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012

dIGITAL GROWS AGAIN AS A SOuRCE FOR NEWSTV

Radio

Online

Any Digital News

Newspaper

PERCENT OF u.S. AduLTS WHO uSE EACH SOCIAL NETWORKING SITE & PERCENT OF u.S. AduLTS WHO GET

NEWS FROM EACH SOCIAL NETWORKING SITE

Note: The percent of u.S. adults who get news on Pinterest and Vine each amount to less than one percent

Facebook

Linkedin

Pinterest

Instagram

Tumblr

reddit

YouTube

Twitter

Google+

Myspace

Vine

64%

19 16

51

14

3

5

15

12

4

3

30%

1 1

1

2

3 8

10

4

uSE SITE

GET NEWS ON SITE

Shared or reposted news stories, images or videosDiscussed a news issue

or eventPosted photos they took

of a news eventPosted videos they took

of a news event

PERCENT OF SOCIAL NETWORKING SITE uSERS WHO HAVE…

50%46%

14%12%

#Mynewsdesk

1| Reach: Companies’ budgets shifted from paid to owned & earned media

Source: Digital PR Challenge Survey UK (2014)

Marketing through classic channels:

Print, TV, radio, online e.g. classifieds, banners, AdWords, media-

cooperations, sponsoring, etc.

SERVICE COMPANIES CUSTOMERS INFLUENCERS

Websites, SEO, Email Widgets/Apps, Social media sites &

communities, content

SEO, Facebook, YouTube, Comments, Twitter, Flickr, Vine, Google+, Blogs,

Forums, Email

Target groups strengthen the personal image of the company through social media channels, generate trust, create loyalty and support the customer retention.

PAId OWNEd EARNEd

From Push ➜ Interaction = active interaction with the target group:Journalists, investors, institutions, lobbyists, opinion leaders, bloggers, customers

Generate positive marketing through word-of-mouth

• Companies are shifting their PR budgets from paid content to owned & earned content because these types are much more efficient in reaching the desired audiences.

#Mynewsdesk

1| Reach: Newsroom use case

• Content can be distributed with one click over various channels in real time.

TEXT IMAGE VIDEO

NETWORK (EMAIL) NEWSROOM SOCIAL

MEDIADISTRIBUTION

SERVICES

Journalists

Influencers

Bloggers

Stakeholders

Website

Mobile

Web distribution

Dow Jones news wire

MECOM news wire

RSS feeds

Subject mailing list

Video distribution

Journalist contact list

Facebook

Youtube

Linkedin

Twitter

Instagram

XING

Pinterest

CONTENT

“State-of-the-art” Newsroom

#Mynewsdesk

Engagement AnalysisMentions - Views - Share of Voice - Referral Traffic

2 | Influencer relations: Challenge of managing them across social networks

INFLUENCERS ARE FOUND ESPECIALLY AMONG…

HOW TO MEASURE INFLUENCE…

Government officials - Analysts - Think tanksResearchers - Academics - Reporters - Bloggers

2,863 FOLLOWERS

763 FRIENDS

3,755 FOLLOWERS

334 CONNECTIONS

#Mynewsdesk

2 | Influencer relations: Facts & figures

Over 1 in 3 pay influencers, less than 2% do so all the time

63% communicators regard the reach of the publication they write for as a

useful measure of influence

73% of organizations involved in influencer relations fail to report on influencer engagement, despite 59% saying

that senior management define their influencer strategy

56% marcomms professionals fail to achieve a positive result with their

influencers most of the time

55% of work with influencers is unpaid

Compa

nies Individuals

Agencies

Media houses

BloggersInfluencersCommunity Government

Key accountsTrade unionsConsumersJournalistsInvestors

Audience

PR ECOSYSTEM

Communications

#Mynewsdesk

2 | Influencer relations: Building your audience with influencers

• To address the right influencers in their respective fields PR professionals need to find the people who have the biggest impact with their opinions.

• Influencer relations across all social networks

• Connect to a list of 540,000 journalists globally

• Find influencers in 42 countries and 27 languages

#Mynewsdesk

3 | Analyze: The importance of measurements is increasing

• Measuring the impact of a company’s communication instruments is a crucial part of implementing a successful communication strategy.

Source: Digital PR Challenge Survey UK (2014)

WHICH OF THE FOLLOWING METRICS dO YOu uSE TO MEASuRE YOuR dIGITAL ANd SOCIAL MEdIA ACTIVITIES?

Content views and visitors

Online/social mentions

Media ‘pick up’ or coverage

Shares/retweets

New subscribers/followers

Search engine rankings

Customer engagement

Community engagement

Brand sentiment

Customer satisfaction

Sales leads generated

Financial return on investment

Other

88%

85%

80%

74%

64%

45%

41%

40%

34%

31%

22%

21%

3%

#Mynewsdesk

3 | Analyze: 58% of companies focus on impact of owned & earned media

• Following the budget shift from paid media to owned & earned media companies also need to adapt their communication metrics to measure the success of modern communication instruments.

Source: Digital PR Challenge Survey UK (2014)

Gross reach

Net reach

Cost per click

Advertorial

# unique visitors

# Blog visits

# Website visits

E-Mail marketing

# Content downloads

# Webinar participants

Media impact analysis

Web performance

Social shares

Word of mouth/ Recommendation/Net promoter score

Engagement rate

# Clippings per month

# unique visitors

Paid Reach Owned Reach Earned Reach

#Mynewsdesk

3 | Analyze: Newsroom use case

TwitterLinkedinsuche.t-online.degoogle.demynewsdesk.godentis.dedisqus.comstepstone.debayernwerk.denews.niminum.de

ORIGIN

You are most successful in Berlin, Germany but Munich, Germany doesn’t lag far behind

LOCATION OF VISITORS

SOuRCE OF TRAFFIC

Referral Organic Direct Email RSS Others

Computer/Laptop Tablet Smartphone

dEVICES

75.7% 4.71% 19.59%

Gast-Blogbeitrag: Wie verkaufsorientiert darf Content sein?Nachhaltiges Influencer Relationship Management.Gast-Blogbeitrag: Content-StrategieClueCamp - Rock the Blog 2015: Influencer RelationsGast-Blogbeitrag: KPIs - so kann man den Erfolg in Content-Mar…Die Zukunft des Networking: Influencer RelationsWind of Change - den Wandel als Chance begreitenJobzutriedenheit, wo biste?Umblättern mit der Maus - Medientrends mit FolgenTschüss, Alpha-Tier. Hallo, Mensch.

7042161851641058977706852

Blog entry

Blog entry

Blog entry

Event

Blog entry

Press release

Press release

Blog entry

Press release

Blog entry

MOST REAd PuBLICATIONS

600

400

200

0

VIEW

S

DAYS16.Feb 18.Feb 20.Feb 22.Feb 24.Feb 26.Feb 28.Feb 2.Mar 4.Mar 6.Mar 8.Mar 10.Mar 12.Mar 14.Mar 16.Mar

Number of visitors in your newsroom over a set time period

4172Average length of stay in your newsroom over a set time period

02:22Average number of visited sites in your newsroom over a set time period

1.81

NEWSROOM STATISTICS

Newsroom statistics

#Mynewsdesk

4 | Use case: How communication could work

RECENT NEWSROOM EXAMPLE (MARCH, 17TH 2015)

Content curation Kystverket Newsroom

CONTENT SOURCE

REFERENCED BACK TO

NEWSROOM POWEREd BY MNd

#Mynewsdesk

The future of PR tech

#Mynewsdesk

Future of PR tech: Virality is a key factor of success for tech companies

10 M

8 M

6 M

4 M

2 M

0

JUNE 2008 JUNE 2009

5 MILLION JANUARY 26, 2012

MILLION NIGHTS BOOKED JANUARY 26, 201210

JUNE 2010 JUNE 2011 JUNE 2012

GuEST NIGHTS BOOKEd

• The tech industry has shown enormous growth rates across various verticals in recent year —> one of the main reasons for this is their capability of making their services go viral

USING FORMULA FOR SUCCESS OF SHARING ECONOMY IN PR TECH: VIRALITY

Source: blog.estimize.com (2013)

#Mynewsdesk

Future of PR-tech: Enterprise SaaS is moving from B2B to B2C2B

TRAdITIONAL APPROACH

SALES APPROACH

BuYING CENTRE

VALuE PROPOSITION

uSER EXPERIENCE

NON-TRAdITIONAL APPROACH

Employer-centricCorporate interest

Tailored functionalitySolves different problems

Bring value through expertise

IndividualCustomisation then use

dependent on organisationComplex for the userMay require training

Employee-centricSelf interest

Standard functionalitySolves the same problem

Bring value through user Expertise

Socialuse then customisation

Independent, dIYSimple for the user

No instruction manual needed

AutocraticSales one-by-one

Sell on ROITop-down

democraticReferral / viral

Sell on common senseBottom-up

Engage corporate buyerFocus on budget holder

Involve IT, Procurement, CFO

Circumvent corporate buyerFocus on foothold workers

Ignore IT, Procurement, CFO

THEN THE WHOLE COMPANY

MOBILE APPS

OPEN SOURCE

SELF SIGN UP

THEN TEAMS

ACQUIRE INDIVIDUALS

NEW CUSTOMER ACQUISITION CHANNELS

B2C2B COMPANIES

A new trend in the enterprise SaaS industry is changing the way they approach enterprise software sales.

The B2C2B model focuses on the eventual users of a software solution and acquires

a whole company step-by-step.

Source: Tomasz Tunguz, Redpoint Ventures (tomtunguz.com)

#Mynewsdesk

Future of PR tech: B2C2B has shown explosive growth in enterprise SaaS

2,000,000

1,500,000

1,000,000

500,000

0 1 5 10 15 20 25 29

uSE

RS

MONTHS

GROWTH TO 2 MILLION uSERS

Dropbox

HootSuite

Yammer

Evernote

• Concept has been proven successful by SaaS companies selling to enterprises such as Dropbox, Yammer, Evernote and HootSuite

• By focusing on the user and giving them a (free) tool a natural need for the product within the company is created

Source: blog.hootsuite.com (2012)

#Mynewsdesk

“ Technology is the campfire around which we tell our stories.”Laurie Anderson (u.S. Performance Artist)

CeBIT ’15 - PR-Tech 4.0 - Jürgen Kopelke (March, 19th 2015)