Audience Evolution How Does The Audience Find Your Media? Presentation given by PR Newswire Global Director of Emerging Media, Michael Pranikoff, at the Online Marketing Summit 2/7/12 in San Diego.
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Audience Evolution How Does The Audience Find Your Media? – Online Marketing Summit Feb 2012
1.
2. Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff
Follow The Conversation on Twitter #OMS12
3. Disclaimer:
I am not a Guru. I am not an Expert.
All tips, recommendations, and ideas are from reading,
exploring, and learning anyway that I can. I consider myself
a B+ Student at best.
5. PR Newswire is the global leader
in innovative communications
and marketing services,
enabling organizations to
connect and engage with their
target audiences worldwide.
6.
7. Engage opportunity across all channels
Social
Web sites
Search
Mobile
Video
sharing
CONTENT
Blogs
Microblogs
Print
Broadcast
8. Engage opportunity with all key audiences
Investors
The Media
Decision Bloggers
Makers
CONTENT
Influencers Consumers
Shareholders
9.
10. “In 1965, 80 percent of adults could be
reached with three 60 second TV spots.
Today it requires117 prime time
Commercials to produce the same result”
(Jim Stengel, CMO, P&G)
33. Financial Metrics:
• ROI
• Paid, Earned, Owned
Media Value
• Sales Metrics that can
be linked to activity.
Non-Financial Metrics:
• Growth of communities
• Visibility of Communities and
Content
• Engagement Metrics – Like,
Google+’s, Shares
34. Principles to Communicating
Your Message Today
• Make your content
Accessible
• Make your content
Easy To View
• Make your content
Easy To Use
36. 94% of users tested clicked on a first
page search result. *
Only 6% of users clicked to the second
page of search results. *
The #1 ranking result garnered around 33%
of the total clicks. *
A separate study showed that 39% of
search users link search ranking to
company prominence. **
* - Chitika, Inc.
** - JupiterResearch
43. more multimedia = more views
Increase in average online views per
press release, when multimedia
elements are added.
Source: PR Newswire web analytics.
44. Using multimedia in
your releases increases
journalist and public
engagement
According to internal sample research comparing press releases that contain multimedia with those that do not.
45.
46.
47.
48.
49. Visibility + Engagement =
Increased Sharing of Content
Rarely Frequently
Shared Shared
• Free Trials • New Data
• Product Info • Funny
• Product • Infographics
Documentation • Survey Results
Source: HubSpot
50. Where should I go today?
http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
77. Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff
Follow The Conversation on Twitter #OMS12
Hinweis der Redaktion
The 1960s were noteworthy for cementing TV as THE communications medium and introducing a new technology that one could argue is already a relic in today’s world
ThenNowBuying DecisionsDriven by the funnel: Awareness, Consideration, Preference, ChoiceDriven by information, which is filtered by personal recommendationInfluenceSales peopleSearch engines, social networks, family, friends and expertsToolsDirect mail, e-mail lists, advertising, direct salesContent, SCO & SEO, our personal social graphsTimingDriven by the company’s cycles and schedulesCompletely at the whim of the consumer
SEO is the foundation of social media. You cannot today put your stuff out on line and think social media is going to do it. Counted has to be found first before it can be shared. Think how you can drive through search.
When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
Brands create more opportunities for engagement. The real secret to social media success is to create something that you what to share with your friend and is consistent with your brand message. Does it pass the “I gotta share this!” Test, the answer is usually, NO. If people want to share it people will write about it or copy it.
Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.