1. Embrace the Noise. Diane Schwartz Senior Vice President & Group Publisher, PR News @dianeschwartz dschwartz@accessintel.com www.prnewsonline.com

2. Silent Sunday 3. Silent Tuesday? 4. Control. 5. Goals. 6. 5-Year-Old Shares Priority (VIDEO) 7. WIFFM. 8. A Day in the Life of Your Customer (DITLOC) Morning: wake-up time, breakfast, activities before work Commuting First few hours of work Meetings, Independent Work, Socializing Lunchtime Social Media Habits, Conversations, Web/Email use Post-Lunch Personal time Afternoon Commute Home Dinnertime After Dinner Bedtime 9. Information Is Not Knowledge. 10. Where You Sit is What You See. 11. Finding the Signals in the Noise Measurement Social Media Media Relations Lost Art of Writing Well The Age-Old Art of Storytelling 12. 8 Essential Skills Storytelling Measurement Collaboration Writing Content Marketing Social Media Flexibility Ability to Unplug 13. MEASUREMENT: 5 Essentials KPIs Barcelona Principles Demand for marketing mix models Be S.M.A.R.T. CommunicationYou cant manage what you dont measure. 14. Barcelona Principles Important to set goals Media measurement requires quantity + quality AVEs are not the value of PR Social media can and should be measured Measure outcomes over media results Business results can and should be measured Transparency and replicability are paramount 15. S.M.A.R.T. Specific Measurable Attainable Relevant Time-bound 16. Case Study: Obama Re-Election Campaign Instead of Big Data, focus on best in class biz intel Owned, Earned and Paid Media One KPI-- isolate a directive and focus on it Daily war room with early warning systems Content is king dont just measure dollars spent * Amy Gershkoff, global director of analytics, Burson-Marsteller 17. Social Media70% of marketers have little understanding of social media conversations around their brand. Everyones doing it > Everyone should be doing it. Budget for it. (Social media is not free.) 18. 19. 20. Facebook 1 billion active users; 198 million actives in US; 8.7% fake. 50% of worlds Internet users are on Facebook. 29% Americans use Facebook during work hours. 96% of fans never return to your page after they Like you. First 5 hours of your post will get 75% of total engagement. Hyperlocal (for paid postings) Engage with unhappy users Dont pretend to be a fun company Publish often Daily strategy EdgeRank Checker, Facebook Insights 21. Twitter 555m users; 49m active monthly users in US; 500m Tweets/day. Tweets with # get 2x more engagement Engagement higher on weekends (17%) yet only 20% of brands Tweet on weekends. Research keywords and hashtags before using Partner with media brand on tweet chat Brand searches (HootSuite) Crowdbooster; Tweepi Thank your fans Muckrack,Tweetreach Social Bro 22. CONSIDER. o o o o o o oInstagram Vine Snapchat Pheed Tumblr Reddit Medium 23. Media Relations Get a 360-degree view of reporters youre pitching Cold calls are out. Phone calls are in. Engage with reporters online where theyre hanging out. Relationship before Crisis. Spinning is for fitness clubs. News Jacking MemeGenerator. 24. Visual Storytelling 76% of communicators say theyll increase use of visual storytelling in 2014.2/3 of worlds data will be video by 2017. Enhances Likeability Increases Shares Download Vine (and use it) Humanize your brand How-to content Fringe ATE curate, integrate, evaluate (whole foods) Go behind the scenes for your audience Sell stuff -70% Pinterest users want to buy 25. On Writing: I try to leave out the parts that people skip. -- Elmore Leonard 26. Words and Phrases to Avoid Um Like Uh You know Honestly Actually I mean Actually Honestly My bad Seriously At the end of the day Needless to say Seat at the table It is what it is In the weeds Having said that Put on your big girl panties 27. Your Pet Peeves? 28. Content Marketing PR Pros are the Original Content Marketers! Intersection of what brand offering and customer value Think like a media company Relevance/organic Audiences online search activity, behavior Content Creation vs. Content Strategy 29. Storytelling, Part 2 PEOPLE TENSION ACTION RESOLUTION MEANING/CONTEXT 30. Fortune Interview w/UPS VP Bob Stoffel 31. In conclusion.How to Embrace the Noise: Set clear goals Measure Listen to the noise Pick your signals Collaborate across disciplines Expect and prepare for disruption Tell interesting stories Learn to laugh Update your goals! 32. 5-Year-Old Figures it Out (sort of) 33. Thank You For Listening! Please stay in touch: @dianeschwartz dschwartz@accessintel.com