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@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
@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
@mpranikoff #FWPRSA
Source: Cracking The Content Code by BrightEdge – August 2014
Source of Traffic to B2B & B2C Websites
@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
@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
@mpranikoff #FWPRSA
Source: The Media Insight Project - What Makes People Trust and Rely on News - April 2016
@mpranikoff #FWPRSA
Lucas Herscovici
Vice President Digital Marketing for North
America at Anheuser-Busch InBev
@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
@mpranikoff #FWPRSA
Glance
MediaGlanceJournalism
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
@mpranikoff #FWPRSA
BRANDCurrency = Content
AUDIENCECurrency = Personal Info
Jane Smith
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
@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.”
@mpranikoff #FWPRSA
Content SyndicationCreates Awareness with
New Audiences
Posting Content to Owned Media Engages Your Current Audience
YOUR WEBSITE& SOCIALMEDIAPRESENCE
Content
Ignite Your Content Strategy To Reach New Audiences
@mpranikoff #FWPRSA
80/20
RULEHeadline
Article
…8 will only read the headline…
…and only 2 will make it to the
article.
@mpranikoff #FWPRSA
HEADLINE FORMULA
Number/TriggerKeywordAdjective PromiseHeadline
_______________
+++
@mpranikoff #FWPRSA
HEADLINE FORMULA
HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACON
Trigger
Adjective
Keyword
Promise
@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
@mpranikoff #FWPRSA
Analyst Scott Galloway of L2 Inc. Discusses in July 2015 the results of a TravelZoo Asia Study first released in Jan. 2015
@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
@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.
@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/
@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/
@mpranikoff #FWPRSA
Screenshot taken 24 hours after the post – these are 100% organic numbers with no paid promotion
via Facebook