68
NINAN CHACKO CEO, PR Newswire DEMAND AUDIENCE ATTENTION Creating Your Brand's Visual Moment of Truth

Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

Embed Size (px)

DESCRIPTION

Ninan Chacko, Chief Executive Officer, PR Newswire shares how brands can employ visual content across a variety of channels to engage new audiences and attract prospects.

Citation preview

Page 1: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

NINAN CHACKO CEO, PR Newswire

DEMAND AUDIENCE

ATTENTION Creating Your Brand's Visual

Moment of Truth

Page 2: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 3: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 4: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 5: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 6: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 7: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 8: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 9: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

LISTEN, ANALYZE & STRATEGIZE

IDENTIFY & TARGET

DISTRIBUTE

CREATE, CURATE & OPTIMIZE CONTENT

MEASURE

ENGAGE & INTERACT

COMMUNICATIONS STRATEGY

We Provide Digital Syndication Solutions to Help Our Clients Improve Visibility & Engagement

Page 10: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 11: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

1st MOMENT OF TRUTH

2nd MOMENT OF TRUTH

INITIAL STIMULI

Page 12: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Corporate Communications

Mobile/Apps

Ratings & Reviews

Discussion Forums Organic Search

Social Engagement

In-Product

Website

ROI Tools Customer Service

Online Ads

DISCOVER

EXPLORE

ENGAGE BUY

Events

Packaging

Page 13: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Corporate Communications

Mobile/Apps

Ratings & Reviews

Discussion Forums Organic Search

Social Engagement

In-Product

Website

ROI Tools Customer Service

Online Ads

DISCOVER

EXPLORE

ENGAGE BUY

Events

Packaging

Customers will contact a Sales rep after they have independently completed about 60% of the purchasing decision process.

Source: CEB B2B Marketing Study, 2012

Page 14: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Creating Your Brand’s Visual Moment of Truth

Right Place. Right Content. Right Time.

• Visually

arresting

• Relevant to your audience

• Content

management

• Flow of fresh content

• Discoverable

to your audiences

• Influential sources

Page 15: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

DEMANDING ATTENTION

Page 16: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

One in five people

1 in 5 people

Which of these catch your eye?

Page 17: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

One in five people

1 in 5 people

Which of these catch your eye?

Page 18: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Source: PR Newswire Web Analytics, June 2012

More multimedia = more views

Releases including multiple multimedia resulted in up to NEARLY 10 TIMES more than that of text-only releases

Page 19: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

It only takes us 150 milliseconds

to process an image

Source: http://neomam.com/interactive/13reasons/

Page 20: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 21: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 22: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

DALLAS, March 13, 2014 /PRNewswire-USNewswire/ -- Paleontologists from the Perot Museum of Nature and Science in Dallas have discovered a new genus and species of a tyrannosaur that once roamed the ancient Arctic lands of Northern Alaska. Compared to its cousin Tyrannosaurus rex, this new animal, which has been formally named Nanuqsaurus hoglundi, is a pygmy. The first name honors the Inupiat people whose traditional territory includes the land where these bones were found, and the second name is in honor of Dallas entrepreneur and philanthropist Forrest Hoglund, whose extraordinary leadership helped raise $185 million to build the new Perot Museum, which opened in late 2012. The scientific paper describing the find – entitled "A Diminutive New Tyrannosaur from the Top of the World" – has been posted today on the prestigious science journal PLOS ONE, an international, peer-reviewed, open-access online journal that features reports on primary research from all scientific disciplines. Dallas paleontologists Anthony R. Fiorillo, Ph.D., the Perot Museum's curator of earth sciences, and Ronald S. Tykoski, Ph.D., fossil preparator at the Museum, co-authored the report. To read their entire manuscript and view renderings, go to http://dx.plos.org/10.1371/journal.pone.0091287. "The 'pygmy tyrannosaur' alone is really cool because it tells us something about what the environment was like in the ancient Arctic," said Fiorillo. "But what makes this discovery even more exciting is that Nanuqsaurus hoglundi also tells us about the biological richness of the ancient polar world during a time when the Earth was very warm compared to today.“ Fiorillo, who was recently named a Fellow to the internationally renowned Explorers Club in New York City due to his stature as a polar dinosaur authority, discovered what would eventual be known as the Nanuqsaurus hoglundi in 2006 while excavating Alaska's North Slope in the Prince Creek Formation. The excavation site – about 13 x 13 feet in size – is located almost 400 miles northwest of Fairbanks and many miles above the Arctic Circle on lands managed by the Bureau of Land Management. The research was funded by the National Science Foundation Office of Polar Programs.

Perot Museum Paleontologists Discover Pygmy Tyrannosaur That Roamed Ancient Arctic Lands Of Alaska

Illustration By Karen Carr

Page 23: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

DALLAS, March 13, 2014 /PRNewswire-USNewswire/ -- Paleontologists from the Perot Museum of Nature and Science in Dallas have discovered a new genus and species of a tyrannosaur that once roamed the ancient Arctic lands of Northern Alaska. Compared to its cousin Tyrannosaurus rex, this new animal, which has been formally named Nanuqsaurus hoglundi, is a pygmy. The first name honors the Inupiat people whose traditional territory includes the land where these bones were found, and the second name is in honor of Dallas entrepreneur and philanthropist Forrest Hoglund, whose extraordinary leadership helped raise $185 million to build the new Perot Museum, which opened in late 2012. The scientific paper describing the find – entitled "A Diminutive New Tyrannosaur from the Top of the World" – has been posted today on the prestigious science journal PLOS ONE, an international, peer-reviewed, open-access online journal that features reports on primary research from all scientific disciplines. Dallas paleontologists Anthony R. Fiorillo, Ph.D., the Perot Museum's curator of earth sciences, and Ronald S. Tykoski, Ph.D., fossil preparator at the Museum, co-authored the report. To read their entire manuscript and view renderings, go to http://dx.plos.org/10.1371/journal.pone.0091287. "The 'pygmy tyrannosaur' alone is really cool because it tells us something about what the environment was like in the ancient Arctic," said Fiorillo. "But what makes this discovery even more exciting is that Nanuqsaurus hoglundi also tells us about the biological richness of the ancient polar world during a time when the Earth was very warm compared to today.“ Fiorillo, who was recently named a Fellow to the internationally renowned Explorers Club in New York City due to his stature as a polar dinosaur authority, discovered what would eventual be known as the Nanuqsaurus hoglundi in 2006 while excavating Alaska's North Slope in the Prince Creek Formation. The excavation site – about 13 x 13 feet in size – is located almost 400 miles northwest of Fairbanks and many miles above the Arctic Circle on lands managed by the Bureau of Land Management. The research was funded by the National Science Foundation Office of Polar Programs.

Perot Museum Paleontologists Discover Pygmy Tyrannosaur That Roamed Ancient Arctic Lands Of Alaska

Illustration By Karen Carr

Page 24: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

EQ > IQ EMOTION TRUMPS INTELLIGENCE

Page 25: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 26: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 27: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Multimedia is more often SHARED IN SOCIAL MEDIA

Page 28: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Photos receive TWICE AS MANY LIKES as text updates.

2x

On Facebook’s top brand pages

Page 29: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

On Facebook’s top brand pages

Videos are shared 12 TIMES MORE than text or links

12x

Page 30: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

68% of millennials likely to purchase based on their friends social media recommendations.

Source: Harris Interactive Poll, January 2014

Page 31: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

of what they SEE & DO

80% of what they READ 30%

Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.

Multimedia also leaves a lasting impression

Page 32: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Source: Forbes, B2B Demand Generation Benchmark Survey for 2012

Most Marketers have been using video since 2012

Page 33: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

2010 Multimedia usage

Page 34: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

2013 Multimedia usage doubled.

Page 35: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Still, multimedia is added to only 14% of releases.

Page 36: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Source: 2013 PR Newswire & PR News Multimedia Survey http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/

Page 37: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 38: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Page 39: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

ORGANIZED STRATEGY

Page 40: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Company News

Tweets

Facebook posts

Demos

Surveys

Case studies

White papers

Collateral

Infographics

Ads

Forums

Testimonials

Newsletters & emails

Apps & Games

85% of brand marketers are publishing content. Source: Forrester, October 2013

Page 41: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

36% are doing it effectively.

But only

Company News

Tweets

Facebook posts

Demos

Surveys

Case studies

White papers

Collateral

Infographics

Ads

Forums

Testimonials

Newsletters & emails

Apps & Games

Source: Forrester, October 2013

The harsh reality is that branded content, even when it's great, isn't getting seen or discovered by audiences.

Page 42: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Collateral

PR Social Brand/ Product

Mktg Digital Mobile

CRM Lead

Nurture

Lead Gen.

Company News

Tweets

Facebook posts

Blog posts

Demos

Surveys

Case studies

Infographics Ads Forum discussions

Testimonials

White papers Apps/Games Newsletters

& emails

Organize content in an asset management system

Page 43: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

YOUR AUDIENCE

Dear Mark, We’d like to invite you to a webinar on multimedia.

Create an editorial calendar for your organization

Page 44: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

YOUR AUDIENCE

Dear Mark, We’d like to invite you to a webinar on multimedia.

Does your story belong on TV?

Create an editorial calendar for your organization

Page 45: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

YOUR AUDIENCE

Dear Mark, We’d like to invite you to a webinar on multimedia.

Does your story belong on TV?

Create an editorial calendar for your organization

Page 46: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Partnering with PR News, we designed a survey about multimedia content

Results published in an article on PR News and a series of posts on our blog.

CASE STUDY

Page 47: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Results displayed as an infographic, which was also published on both our blog and on PR News.

Partnering with PR News, we designed a survey about multimedia content

CASE STUDY

Page 48: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Partnering with PR News, we designed a survey about multimedia content

And smaller graphic elements to promote our the infographic blog post across our social channels.

CASE STUDY

Page 49: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Partnering with PR News, we designed a survey about multimedia content

Converted infographic into a presentation published to SlideShare

CASE STUDY

Page 50: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Partnering with PR News, we designed a survey about multimedia content

Walked through results in a live Webinar, which we promoted in our eNewsletter and via release.

CASE STUDY

Page 51: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Partnering with PR News, we designed a survey about multimedia content

From the webinar, we generated a recorded version as well as a deck to share on SlideShare.

CASE STUDY

Page 52: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

60%

20% of U.S. adults

Source: GFK Facebook study, March 2014

of U.S. adults

use 3 devices daily

use 2 devices daily

Ubiquitous access and persistence

Page 53: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

40% Start an activity on one device, but finish it on another.

Source: GFK Facebook study, March 2014

Page 54: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

SYNDICATION & DISTRIBUTION

Page 55: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Posting Content to Owned Media Reaches Your Known Audience

YOUR EMAIL LISTS, WEBSITE, & SOCIAL MEDIA PRESENCE

Distribution Increases Awareness & Grows Your Known Audience

Content

Page 56: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Distribution Media pick up

Major media

Online discoverability

benefits

“Art of Dairy” May 3, 2013

Picked up multiple times

RANK 13

Google search of store name

WIRE

“World Vegetarian Day” October 1, 2013

Not Picked up

RANK 35 (below the fold)

Google search of store name

NO WIRE

Distribution vs. Owned Experiment

Large Grocery Retail Chain

Source: 2013 survey by leading professional services firm.

Page 57: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

+80% +38%

+80%

Expert content more effective than branded content

Source: In-lab study by Nielsen, commissioned by inPowered, March 2014

Page 58: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Public Relations: Promoting a company

through press releases and

interacting with the media

Inbound Marketing: Promoting a company

through digital content and

interacting with online influencers

Page 59: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Source: Beyond Bylines Blog, February 2014

Page 60: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Image source: TED.com

Page 61: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

KEY TAKE-AWAYS

Page 62: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

1. Text may tell the story, but visuals capture the audience

Image sources: • http://ebooks.adelaide.edu.au/f/fitzgerald/f_sc

ott/gatsby/chapter1.html • AP

Page 63: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

2. Find the balance between content your audience will find interesting while mapping to your business objectives.

Page 64: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

2. Organize content across departments and throughout the publishing process.

Image source: NASA

Page 65: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

4. Don’t waste your multimedia investment by solely relying on your owned media channels for promotion

YOUR WEBSITE

Image source: http://sciencelakes.com

Page 66: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Image source: www.jezblog.com

Page 67: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

PR Newswire’s blog, Beyond PR http://blog.prnewswire.com/ Google Think Insights http://www.thinkwithgoogle.com/ CEB B2B Marketing study http://www.executiveboard.com/marketing-blog/the-most-important-number-in-b2b-marketing/ Inc Magazine, Build Social Media Following with Visuals http://www.inc.com/magazine/201311/ryan-underwood/build-social-media-following-with-visuals.html eMarketer, Harris Interactive Poll http://www.emarketer.com/Article/Millennials-Social-Media-Posts-Influence-Peers-Buy-New-Products/1010576 Neoman, Thirteen Reasons Why Your Brain Craves Infographics http://neomam.com/interactive/13reasons/ Lester, P. M. (2006). Syntactic Theory of Visual Communication. http://commfaculty.fullerton.edu/lester/writings/viscomtheory.html

Additional Resources

Page 68: Demand Audience Attention: Creating Your Brand's Visual Moment of Truth

DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT

Forbes, B2B Demand Generation Benchmark Survey for 2012 http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-marketing-objectives/ 2013 PR Newswire & PR News Multimedia Survey http://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/ Forrester, 85% of Marketers Publish Branded Content but only 36% Do It Effectively http://www.forrester.com/Forrester+85+Of+Marketers+Publish+Branded+Content+But+Only+36+Do+It+Effectively/-/E-PRE6125 GFK Facebook Study http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/ In-lab study by Nielsen, commissioned by inPowered, March 2014 http://www.inpwrd.com/nielsen MOZ, An Introduction to PR Strategy for SEOs http://moz.com/blog/an-introduction-to-pr-strategy-for-seos Beyond Bylines (PR Newswire Media Blog), PRN Pulse survey info http://prnewswiremedia.wordpress.com/2014/02/20/journalists-and-bloggers-using-more-visual-storytelling/