PR Trends: Current Tactics and Emerging Strategies

@KateUpdates@Cision #cisionHow to Participate

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Your Featured Presenter: Kate Finley

CEO, Belle Communications

@KateUpdates

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Your Co-Presenter: Lisa DentenSocial Media Manager, Cision

@Cision

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A Look at PR Trends: Current Tactics and Emerging StrategiesHow to use trends and tools to enhance your relevance within PR and your client industries.

@KateUpdates@Cision #cision

{ Lisa DentenSocial Media Manager, Cision@Cision

{ Kate FinleyCEO, Belle Communications@KateUpdates

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About Me ...@KateUpdates@Cision #cision

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People who make things more complex than they are either know less than they think, or [they] are trying to sell you something.

- Jay Baer, Convince and Convert{ Read this ...


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What to Expect ...• Toolkit review and new tools ... dig or ditch!

• Trend-spotting and how to pinpoint industry influencers

• Trends in PR: Brand Journalism and RTM

• The blurred lines of PR: Earned, Paid, Shared, Owned

• How to measure what matters and think BIG


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What’s in Your Toolkit?@KateUpdates@Cision #cision

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Dig or Ditch• Toolkit overwhelm

• Process: Discover > digest > dig it <> ditch it. Repeat.

• If a tool isn’t working ... you’re wasting time and resources.

• Use each tool to its full potential. The more multi-purpose, the better.

Ask yourself: Is this tool really making my life easier? If the answer is ‘no,’ then time to ditch and move on. #Cision { }Tweetable Tip:


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Toolkit Tuesdays@KateUpdates@Cision #cision

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My Toolkit ...

In 2013 Apple’s App Store reported customers spent more than $10 billion on apps. #Cision{ }Tweetable Tip:


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Trend Spotting ...• LinkedIn Pulse + Groups

• Twitter Lists

• Feedly


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You don’t have to be the first to spot a trend -- you just have to follow the people who spot trends first. #Cision { }

• PR industry, content marketing, social media + SEO

• Client industries

• Competitors

• Partners and internal teams

• Media influencers

Follow the Experts

Tweetable Tip:


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Twitter Lists ...

Don’t reinvent the wheel. Save time by following top Twitter lists created by others. #Cision{ }

• TwitListManager

• Cision Influencers

• Post Planner 101 Best Twitter Lists to Follow

• http://www.postplanner.com/101-best-twitter-lists-to-follow/

Tweetable Tip:


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Feedly ...• Industry News

• Content Ideas

• Social Media Content

• Trending topics

• Competition


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LinkedIn

Re-purpose popular @LinkedIn group discussions into blog posts and enews content tailored to your target audience. #cision{ }

• Pulse

• Groups

• Target audience insights

• Trending topics

• CompetitionTweetable Tip:


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Think BIG.@KateUpdates@Cision #cision

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• Brand Journalism

• Real-Time Marketing

Trends to Watch@KateUpdates@Cision #cision

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Brand JournalismBrand journalism is the opportunity to tell your brand’s story through creative, engaging and often interactive content housed on your own website. This content can take a variety of forms and often includes user-generated content.


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{ }

Brand Journalism

Tweetable Tip:

• Entire site

• Embed (individual pages)

• Social Hub

• Event / promotion specific

Videos on landing pages increase conversions by 65%. #Cision


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MiracleGro.com@KateUpdates@Cision #cision

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MiracleGro.com• About YOU

• Intuitive

• A reason to come back ...

• Visually reinforces the brand

• Playful ‘About Us’


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Toolkit Alert: Rebel Mousehttp://www.ge.com/news/social


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Rebel Mousehttps://www.rebelmouse.com/TMobileBreakUpLetter/


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Rebel Mousehttp://www.nbcnews.com/anncurry


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Real-Time MarketingReal-time marketing is marketing (across channels) that can’t be completely pre-planned and often coincides with breaking news, current events or happenstance opportunities.


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Real-Time Marketing• 95% of live TV conversations happen on

Twitter.

• The majority of brands engaging in RTM fall flat.

Use real-time marketing in combination with ad buys to increase engagement and branding across channels. #Cision { }Tweetable Tip:


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RTM: Jimmy Fallon’s Truck@KateUpdates@Cision #cision

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RTM: Honda Odyssey

h/t Gini Dietrich


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RTM: #Oscars2014@KateUpdates@Cision #cision

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RTM Strategy: Have One.• Add real-time marketing within your social media strategy

• Think through best practices in ways that minimize red tape

• Consider how email fits within RTM

• Monitor trending hashtags and Twitter lists

Real-time marketing is new. It’s PR’s responsibility to responsibly integrate this tactic across marketing channels. #Cision { }Tweetable Tip:


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So ... Who Implements this stuff?

SEO

Sponsored Posts

Social Media Advertising Blogging

Real-Time Marketing

Keyword Research

Integration

Native Advertising


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Paid + Earned + Shared + Owned = PR now.

The Blurred Lines of PR

Image from Onbile.com.

Read this ... March 29th!


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Sponsored content doesn’t have to go viral to be effective. Targeted, useful content + engaging visuals = lead potential. #BelleTip { }

• How can PR compliment and support other marketing initiatives?

• Paid: Sponsored Content (Native Advertising)

• Paid: Social media ad buys

• Owned: Blogging

Think BIG ...

Tweetable Tip:


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Blog headlines should contain 66 characters or less to display fully within search results. #Cision{ }

Owned: Relevant + Ranking

Tweetable Tip:


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Measurement ...@KateUpdates@Cision #cision

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Trend: Think BIG with Data• What does the data mean?

• How does this data relate back to what we’re trying to measure?

• Where’s the missing data?

• If it were my business, what would I want to know?

• Know when to DITCH unnecessary data.


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Measure the Right Things• Tangible Measurement

• Site traffic

• New leads

• New sales (retail and online)

• More robust sales (add ons)

• Decreased site bounce rates

• E-Newsletter opt-ins

• Product Trials

• Content incentives

• Web and Social Analytics


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Toolkit Alert: SEO Check• Fruition’s Google Penalty Checker

33% of traffic from Google’s organic search results go to the first item listed. #Cision { }Tweetable Tip:

https://fruition.net/


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Making Sense of Data

https://datasense.withgoogle.com/course


{ }Tweetable Tip:Spending on marketing analytics is expected to increase 60% by 2015. (Source: CMO Survey) #Cision

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Data Dashboards

SEO leads have a 14.6% close rate, while print and direct mail close at a 1.7% rate. #Cision{ }Tweetable Tip:

• PR campaign impact, media relations, social media and relevance

• Create custom dashboards with Google Analytics

• Simple or complex

Image from BrandWatch.com.Source: Search Engine Journal


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Key Takeaways • Dig it or DITCH IT.

• Uncover trends through influencers.

• Acknowledge and embraced the blurred lines.

• Measure what matters.

• Think BIG.


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The goal of life is not perfection. Life is found in the process and pursuit of the extraordinary.{


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Thank you! Follow me on Pinterest.com/KateUpdates or connect with me LinkedIn.com/in/KateFinley.

{Kate Finley, @KateUpdatesBelle Communications [email protected]

@KateUpdates@Cision

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PR Trends: Current Tactics and Emerging Strategies