What's Trending Now in PR & Marketing - PRSA Fort Worth June 2016

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Michael PranikoffGlobal Director, Emerging Media

PR Newswire@mpranikoff

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“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

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;

;

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Source: http://moz.com/blog/panda-patent-brand-mentions

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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

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Organic Search

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CHANGES TO SEARCH OVER THE LAST 12 MONTHS

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Source: Cracking The Content Code by BrightEdge – August 2014

Source of Traffic to B2B & B2C Websites

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Source: Andy Crestodina – Orbit Media Studios

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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

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Source: The Media Insight Project - What Makes People Trust and Rely on News - April 2016

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TOP TRAFFIC REFERRAL SOURCES NOV 2014 – FEB 2015

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REUTERS INSTITUTEDIGITAL NEWS REPORT 2015

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Lucas Herscovici

Vice President Digital Marketing for North

America at Anheuser-Busch InBev

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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

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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

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BRANDCurrency = Content

AUDIENCECurrency = Personal Info

Jane Smith

[email protected]

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

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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.”

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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

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IT ALL STARTS WITH

A GOOD HEADLINE

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80/20

RULEHeadline

Article

…8 will only read the headline…

…and only 2 will make it to the

article.

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HEADLINE FORMULA

Number/TriggerKeywordAdjective PromiseHeadline

_______________

+++

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HEADLINE FORMULA

HOW TO WRITE HEADLINES THAT ARE

BETTER THAN BACON-COVERED BACON

Trigger

Adjective

Keyword

Promise

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• 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

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Source: PR Newswire Analysis of 2015 Syndicated Content

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Analyst Scott Galloway of L2 Inc. Discusses in July 2015 the results of a TravelZoo Asia Study first released in Jan. 2015

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Original Release Earned MediaContinued

Conversation / Earned Media

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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

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This is how the content was shared via social media channels. Linking back to the Multimedia

News release and with images – but no video.

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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/

http://techcrunch.com/2015/11/04/facebook-earnings-q3-2015/

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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/

https://www.facebook.com/subaruofamerica/videos/10152988297451689/

http://digiday.com/platforms/silent-world-facebook-video/

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Screenshot taken 24 hours after the post – these are 100% organic numbers with no paid promotion

via Facebook

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INSPIRECONVERSATION.

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What's Trending Now in PR & Marketing - PRSA Fort Worth June 2016

Marketing

Transcript of What's Trending Now in PR & Marketing - PRSA Fort Worth June 2016