June 2009 PR Newswire Emerging Media presentation in London with Michael Pranikoff - PR Newswire Director of Emerging Media & Victoria Harres Akers, PR Newswire Director of Audience Development
4. “No profession stands to influence Social Media more than Public Relations” - Paul Gillin Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
17. Cardiff School of Journalism, The Quality and Independence of British Journalism; February 2008 Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
23. Make your contentEasy To UseCreated by: Michael Pranikoff, PR Newswire Director of Emerging Media
24. The Long Tail SALES PRODUCT Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
25. Mainstream Media Pickup Blogs / Twitter / Online Pubs Immediate Online Pickup Weekly Trade Pubs Monthly Trades Quarterly Pubs / Journals Search Share Blog Release Crosses Wire The Long Tail of Public Relations News Release Conversation Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
26. The Long Tail of Public Relations Over Six Months Amount of Coverage/ Conversation Time From Origination Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
36. How R Companies Using PRNewswire THANK YOU for having me here! about 2 minute ago from TweetDeck ----------------------------------------------------------------------------- Are you ready to talk Twitter? about 3 minute ago from TweetDeck -------------------------------------------------------------------------------------------
37. Companies are successfully using Twitter for: Customer service Branding Transparency Promoting off-line businesses Selling products
57. Back-End Optimization: Work with an optimization partner that can establish a search-engine friendly environment for your news release.Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
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59. Tools You Can Use for SEO www.google.com/trends www.google.com/insights/search www.freekeywords.wordtracker.com Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
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61. Use your keywords/ phrases in your Headline and Sub-headline (if you use one)
63. Use links in your release....but not just to your homepage.
64. Multimedia Content – like photos and video add HUGE value to your release!Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
65. Keyword Density: The number of times a word or phrase appears in a block of text. Optimal keyword density is between 1.5% - 3.5%. Text with a keyword density greater than 4% will be identified by search engines as spam. Optimal Keyword Density = 1.5% - 3.5% per 250 words OR 3 – 4 times for a 400 word release Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
80. Don’t be AFRAID To Dive On In! Photo credit: http://www.flickr.com/photos/inocuo/1113074767/
81. Michael Pranikoff Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Hinweis der Redaktion
This is the question that we are asking ourselves today.
“No profession stands to influence Social Media more than Public Relations” - Paul Gillin
We know this meansthat it takes money and/or time to continue or increase PR / Marketing programs.
However, we also know that this is how most companies and organizations are feeling today with their budgets.
So, in order to start looking at why we need to be increasing our reach online we need to understand the audience in your target markets. What we see here is the Top 10 Countries in terms of internet penetration of their overall population.
Dissection of the European online audience a little more. (Stats from InternetWorldStats.com)
Top 15 Countries Worldwide by overall internet users.
The online audience just in Europe.
Based on “The Long Tail” by Chris Anderson
On average, most companies that PR Newswire works with today distribute a release once every two months (represented by the red lines), but that leaves a lot of time in between distributing news into the conversation stream. This situation causes some problems because the absence of a company talking opens the conversation to interpretation and distortion from the original message. Today, with the fast pace of online communications, it’s more important than ever before to have a steady flow of communication. Shorter and more frequent messaging is needed (as seen by the yellow lines) to shift or influence the conversations before there is time for distortion of the message.
Where is the ROI though is consistent communications?
We know that when we start talking about ROI, this is when people start to hit the panic button
However, we don’t need to panic as long as we are operating with our goal in mind. Setting clear goals at the beginning of your campaign will allow you to measure more effectively.
This is a great example from Nielsen about different ways to measure. Today, there is a big difference of just measuring clear “hits” or unique visits to a page that you are directing people to go to. Today, we need to also and maybe more acutely look at the “engagement” of a user once they get to where you are trying to drive them too.
All of this type of data is available through your web development / IT teams. We need to dive into this data today – more so than ever. The more data we have on how people are interacting with our content, the better we can focus future campaigns.
All this leads to the fact that we need to listen – and listen carefully. Listening is often said to be rule number one when it comes to Online and Social Media today.
One of the best tools for listening to what’s happening right now is Twitter Search.
What’s great about Twitter search is that we don’t need to re-invent the wheel with the searches that we would do on a regular basis. You can set up your search once, and then simply subscribe the RSS feed of that search. Let that information come to you in your RSS reader.
This leads us to the scenarios that we are used to most today – Pushing content out.
However, today it’s not just about “pushing” our content or messaging out, it’s also about pushing our content out in a way that makes it easy for someone – anyone – to pull that content down when they want to, how they want to, and where they want to.
The Power of Push & Pull
The traditional newswire service from message to audiences
This is an example of just one way PR Newswire has been working on increasing the ability for anyone to engage with our client’s content since 2006 when we first added a Delicious button to our news releases to allow people to start sharing that content. We have continued to increase the ability for anyone interact with our content.
Digital Asset Optimization is one of the newest trends in SEO. It’s not just about your text anymore, but today it’s about all your different types of content. Distributing photos and video online, using the right titles and tags – and a link to where you want to drive people to go to in your caption – can provide great results in search.
You send the content out to various portals outside of your own website with links back to where you want to drive them too, and then the traffic starts leading back to you.
Here is an example at work from Target who launched a project to allow their Facebook Fans to vote on how Target should give away $3 Million to Charity – and which charities.
Here is the image they distributed. They also had a button that said “vote now”. This is a clear call to action.
Mashable – one of the top blogs covering the social media space picked up the story – and used the image and Target Logo that were distributed with the release.
In the end, over 280K votes were tallied, and $3 Million given away to various charities.