DIGITAL CONTROL ROOM FOR THE INFORMATION AND
COMMUNICATION INDUSTRY
iPress
September 2014
For all of us, the most important scarce resource is
TIME
The real challenge for communicators is
GETTING ATTENTION
iPress is able to save you precious time to capture much more attention
in the digital world and consequently offline
iPress is
A STARTUP THAT IS CHANGING THE PARADIGM OF COMMUNICATION AMONG INFLUENCERS
After completing a market test in Italy and having mapped
dynamically all the country’s main media (over 20,000 influencers, 4,000 newspapers magazines radios and tvs), it is following the same path in
another 4 languages: English, French, German, Spanish.
A map of sources dynamically updated and filtered by topic, showing the authors and journalists signing them, making a user able to
engage in a targeted manner and adding visibility to your own
brands and your news.
iPress is
A UNIQUE DIGITAL PLATFORM MATCHING PRESS COVERAGE AND ENABLING ENGAGEMENT WITH INFLUENCERS
Giving attention to get attention. As information overload
becomes increasingly challenging, iPress allows you to focus on the sources and on the news that is relevant in each of your fields of interest and to achieve higher quality engagement, by entering the radar of influencers
thanks to social reading.
For each influencer "filtered" for each sector, you’ll get a dynamic profile
that crosses data from Amazon on the books that he or she has
written, from Twitter, Facebook, Linkedin and Google+, in relation to conversations, from Youtube, in
relation to videos, and from various press review systems and search engines, when it comes to articles and news.
Thanks to iPress
THE TRADITIONAL MEDIA BICOME TOTALLY DIGITALTHANKS TO PLATFORM SOCIAL
SYNCHRONIZATION
A unique digital platform thanks to which you can obtain, from the web, from printed, radio and TV press reviews, from social networks and from books, all the information that is relevant to your areas of interest: you’ll
be able to filter and organize it in order to build your own control room for communicating with influencers.
You’ll have at your disposal a map of sources that are updated dynamically and may be filtered by topic, with which you may interact in a targeted
manner, thus increasing your own exposure and the visibility of your news.
iPress
COMMUNICATION & MEDIA INDUSTRY
What is the Problem?
1998" Pr, I can’t stand you
anymore. Really.The editorial staff complains, surrounded by
useless faxes and calls.”Source: Italia Oggi
Journalists against PRs and Communicators spam since
ever
Our Gallery of Horrors
2007Sorry PR people: you are blocked
Chris Anderson WiredI’ve had it. I get more than 300 emails a day and my
problem isn’t spam, it’s PR people.
Clicca qui
2010I Pissed Off A PR Spammer Today
Michael Arrington
Source: TechCrunchClicca qui
2012What journalists really think of bad PR
pitches
Fonte: The Muck Rack BlogClicca qui
October 29°,1998 - Italia Oggi
" Pr, I can’t stand you anymore. Really.
•The editorial staff complains, surrounded by useless faxes and calls.”
There is evidence that the traditional common methods in PR have always been
perceived as spam from the community of journalists and
influencers
Our lives are always connected in a world where reality and virtuality
coexist All of us and our
listeners today get informed, read, listen to music, watch tv, buy, decide, work…
We even meet and love in the internet
and social networks.
New paradigms are
created: social reading, social tv or second screen,
social life!
iPress is the solution forINFORMATION OVERLOAD
faced by communicators and agenciesrelated to press outlets reviewed by
traditional tools
which are time and cost-consuming
…and allows you to discover and engage directly with journalists and influencers
through social networks
who are really interested in the topic
iPress
The History
Roadmap Synthesis
2000 Idea & Long-Term Vision
2010 Beta Version
2013 Test on Italian Market
2015 Global Development
WEBSITE IN THE INDUSTRY OF INFORMATION AND COMMUNICATION
The concept was really close to a
SOCIAL NETWORK
“Every journalist should fill and complete his informational space, updating his job position, his interests, his collaborations with other outlets, informing about his preferences regarding ways and hours he’d prefer to receive information, to the possibility to inform in case of prolongued absence or other happenings”
Pre-History: Business Plan of iPress back in 2000
“Too late for easy funding and too early for technology”
VC’s Answer in 2000
“Something that is growing 2,300 percent a year is invisible today and ubiquitous tomorrow.”Jeff Bezos in 1995
iPress was born in 2010 and the NewsSocialPlatform
went Live on October 24°, 2013 after a beta testing which lasted for three years
www.ipresslive.com
After the experience in Silicon Valley the new vision was born:
solve the “social fatigue” for journalists, blogger, communicators and various
influencers
iPress
PUBLIC RELATIONS
The Market
Increasing investments by PR agencies
Last year PR top agencies activities
PR Professionals are more and more important because, in a world where everybody talks online, what others say about
you is more important than what you actually say about yourself.
Readers are confused and they are searching for the right sources of information and therefore the right influencers.
There is an urgency: to highlight the value of Public Relations
iPress
How Does It Work?
Signatures are links to Twitter profiles in the related web areas – In the platform this turns into
profiles dynamically and constantly updated.
Through the platform, iPress’s own algorithm is able
to dynamically map the journalist’s interest.
In this way, we’re able to learn who’s the right
audience for our news in every sector.
SOURCESPress clippings add content authomatically to
the databases(not the traditional manual “amanuenses”)
Social profiles interact and match
Set the Industry/Sector of interest or choose a keyword to get the list of
related journalists
Media outlets are dynamically profiled
Today they are More than 4.000 and constantly
growing
JOURNALIST PROFILE Example of the full profile of a journalist
synchronized with the press reviews
Today they are More than 20.000
and constantly growing
iPress GOAL
Spreading Targeted News
Clear Compelling Credible and therefore …
Contagious
News composition
Traditionally, the 5 Ws make the news :
Who What Where When Why
…but the 4 Cs make it a story to be told (Bill Ryan)
“Every business starts with a vision and ends in a story. It's the power of that story that attracts people, resources, capital and
eventually customers. So, be sure your story has the four C’s:
Clear – is your story short and concise? Otherwise other people won’t be able to tell it for you.Compelling – does your story sound 'cool’? Something people believe they must have. Credible – does your story sound real?
If your story is Clear + Compelling + Credible it will become Contagious – your story will naturally spread”
Bill RyanDecisyon CMO (user of iPress) and former PR for Steve Jobs
launching the iMac and Apple in the 90s
THE IDEA
Collect news from blogs and internal news sources, and spread them during the year through targeted
choices.
HOW TO REALIZE IT
Catch the trends spontaneously generated during the year by creating ad-hoc communications.
THE CHANNELS
There are different means of communications used by PR professionals: a press release, exclusive
report, ad-hoc research on a specific outlet. Besides the normal ways to distribute news we can also make it viral on social networks, updating media
databases automatically.
The Process of Spreading Targeted News
We released on iPress a press release about the most glamorous women in
sports.
Swimming champion Federica Pellegrini was on top and she
retweeted the news shared on the main social networks thanks to iPress!
The story continued with publication in a national
magazine. From digital to social to paper.
ENGAGEMENTShort Case History
iPress
ENGAGEMENT
Case History
Case History
Thanks to the platform, we noticed an article written
by a journalist we did not know
This system allows you to check if your client
is mentioned in an article
ACTIONS
Click and read the article
Check if your brand
is mentioned
Click on the journalist’s button
to access full profile
Discover if the journalist writes about an industry
and / or your clientiPress merges information
from press coverage related to scenario and
those closely related to the client.
We could see she talked about eCommerce but
didn’t mention our brand!
ACTION: contact her via e-mail or social networks
COMPARISON
SUCCESS!
Other examples of Engagement
Social reading to engage journaists
E “Flaubert” goes from Twitterto Corriere della Sera newspaper page
iPress
Key Features
Many features and tools for the information and communication
professional
News
Press Coverage
eBooks
SYNCHRONIZATIONMATHCING
ENGAGEMENT
SocialNetworks
Press kit is always available online along with images and attachments
JOURNALIST PROFILE Example of the full profile of a journalist
synchronized with press clippings
Inside your press review area the articles are linked
to their original source and channel
You set the related info to the Press Release
such as the Industry/Sector
See it LIVE with all information, links and references
VALUE FOR JOURNALISTS They can always find the original source
online along with images, videos and other
material
News now has a longer life-cycle because it’s always there to be found and used to interact and engage more
people
COMPANY’S PRESS ROOM
WEBSITE OF COMPANY, PARTNERS, INCUBATORS, AGENCIES
iPress
CASE HISTORYYou insert a news on iPress and it’s sync with all
the platforms you want
International Journalism Festival: iPress technological partner of the event
ATTENDEES SYNCHRONIZATION WITH MAIN WEBSITE
iPressLIVE synchronized from Amazon all books written by the speakers, all their conversations from Twitter and YouTube interventions. In a real digital library, the books of more than 891.500 speakers are all available online directly from the website of the Festival.
www.festivaldelgiornalismo.com/speaker-list/2014
Synchronization with Amazon
In Trieste, over 20 journalists have personally followed the event, while over 100 did it live online and in podcasts.
http://www.ipresslive.it/Events/10/state-of-the-net
State of the Net: iPress technological partner of the event
PRESS COVERAGE
READING OF MAIN OUTLETS ON TABLETS AND
WEBSITES
READING OF PRESS CLIPPINGS ON iPress
&
SOCIAL SHARING
+ ENGAGEMENT OF JOURNALISTS
MONITORING OF SOCIAL SHARING EVENTS, ONLINE NEWS & SOCIAL
SHARING through iPress
PLANNING AND DELIVERY OF PRESS
RELEASES AND MEDIA ALERTS throug iPress + VIRALIZING ON
SOCIAL
BOOK READING & SOCIAL READING thanks to iPress
Daily Time-table using iPress
iPress Traction and Market Test
• 20.000 journalists and bloggers have been dynamically mapped through LinkedIn, Twitter and Amazon
• 4.000 outlets have been dynamically profiled through LinkedIn, Twitter and Facebook
• More than 1.000 communicators have tested the platform in beta version
A freelance journalist, in 1996 she made her major passions (writing, communication and Internet) her profession, having dealt with Marketing and Training in the early years of her career. Since that date, in fact, she has been working in the field of Public Relations with a focus on office printing, first in an agency, then in a company and now as head of Mirandola Comunicazione, which she founded in 2002 on a hill among the fields and woods of Salsomaggiore Terme.Innovation is the common denominator of the "missions" Communication of Mirandola Comunicazione: eCommerce, Information and Communication Technology, Digital Publishing and Startup.
In 2010, along with a team of experts in IT, she founded www.ipresslive.com, the first professional network for journalists, bloggers and PRs. Ttday, after a period of incubation in Silicon Valley, is turning into a global platform to better manage news and social networks. Several collaborations with educational Institutions on issues related to the media relations, the event management and public relations in the field of advanced innovation.
Marisandra Lizzi Founder of Mirandola Comunicazione and
iPress
He is the initiator of Mirandola as a place of interaction and cultural and artistic exchange and is also one of the founders of iPress. After attending the Piccolo Teatro School in Milan and the Paolo Grassi Theatre School, he performed on stages all over the world working with the Shadow Theatre. As of today, he has built solid walls and given substance to a dream; the dream of returning to the Earth to better understand the complexity of the human race. He has adopted an original approach to business training from this course. As an expert on group dynamics, he has a great capacity for vision and instinct for understanding people. Having learned lessons from the world of art and theater, he now applies this experience to the world of communication. As part of the agency, he is in fact responsible for conceptualizing, planning and organizing high-impact events.
He founded iPress with Marisandra and other professionals in the field. He’s the technological foundation of the group. He’s always on the frontier of digital innovation, is able to speak the language of machines with any kind of technological equipment and knows how to translate this language and deliver it in a way that is both simple and never banal. Similarly, he knows how to turn any idea into web architecture and is able to solve complex problems with functional interfaces and maximum usability.
iPress co-founders
Thank You!@ipresslive
www.ipresslive.com
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