Demand Audience Attention: Creating Your Brand's Visual Moment of Truth
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Transcript of 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
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
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
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
1st MOMENT OF TRUTH
2nd MOMENT OF TRUTH
INITIAL STIMULI
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
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
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
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMANDING ATTENTION
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?
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?
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
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/
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
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
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
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
EQ > IQ EMOTION TRUMPS INTELLIGENCE
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
Multimedia is more often SHARED IN SOCIAL MEDIA
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
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
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
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
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
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
2010 Multimedia usage
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
2013 Multimedia usage doubled.
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
Still, multimedia is added to only 14% of releases.
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/
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
ORGANIZED STRATEGY
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
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.
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
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
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
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
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
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
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
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
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
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
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
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
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
SYNDICATION & DISTRIBUTION
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
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.
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
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
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
Source: Beyond Bylines Blog, February 2014
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
Image source: TED.com
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
KEY TAKE-AWAYS
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
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.
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
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
DEMAND AUDIENCE ATTENTION (April 10, 2014) Ninan Chacko, PR Newswire @PRNewswire #VMOT
Image source: www.jezblog.com
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
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/