@mpranikoff
@fletcherpr
#PRBOOST
Today’s Speakers
Michael Pranikoff
Global Director, Emerging Media
PR Newswire
@mpranikoff
Kelly Fletcher
Chief Strategist, Fletcher PR
@FletcherPR
#PRBOOST
85% of brand marketers are publishing content.
Source: Forrester, October 2013
The harsh reality is that branded content, even when it's great, isn't getting seen or discovered by audiences.
@mpranikoff #PRBoost
36% are doing it effectively.
But only
Source: Forrester, October 2013
The harsh reality is that branded content, even when it's great, isn't getting seen or discovered by audiences.
@mpranikoff #PRBoost
Classic Story Arc
x = time
y = tension
opening scene
climax
dénouement
Earned Media
beginning middle end
Adapted from Lou Hoffman - www.Hoffman.com
72 Hours – 96 Hours
@mpranikoff #PRBoost
The Communicator’s Story Spike
x = time
y = change
Old Way New Way
future
storytelling fodder
Adapted from Lou Hoffman - www.Hoffman.com @mpranikoff #PRBoost
Custom Print
Direct Mail
General Sites
Conferences
Exhibitions
Topic Specific Sites
Smartphones
Own Sites
Own Social
Print Directories
Print Magazines
Own Events
Print Newspaper
PR
Collateral
Search
Ads on Social Nets
Sponsorship
Vertical Search
Virtual Exhibitions
Webinars Tablets
10%
20%
30%
40%
50%
60%
70%
80%
90%
10% 20% 30% 40% 50% 60% 70% 80% 90%
Co
nsu
mer
B2B Source: Outsell 2013 Advertising and Marketing Study
Consumer Rates Method More Effective
B2B Rates Method More Effective
Blue = Digital, Orange = Traditional
PR is a strong component in the marketing mix
Advertiser Rating Effectiveness for Lead Generation of Marketing Methods
@mpranikoff #PRBoost
Use
r G
ener
ated
Ed
ito
rial
Consumer Business
TODAY ’S CHANGING MEDIA LANDSCAPE
Lucas Herscovici VP Digital Marketing, Anheuser Busch
@mpranikoff #PRBoost
Paid
Media
Traditional
Ads
Owned
Media
Corporate
Content
Earned
Media
Organic
Converged
Media
Promoted
Sponsored Branded
That Is Shared
Based on Altimeter Group Research @mpranikoff #PRBoost
@mpranikoff #PRBoost
THE VALUE EXCHANGE
BRAND Currency = Content
AUDIENCE Currency = Personal Info
Jane Smith
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
@mpranikoff #PRBoost
@mpranikoff #PRBoost
What Form of Advertising / Marketing Content Do You Trust? – Recommendation from People I Know
90%
92%
94%
89%
Global Average – 92%
Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #PRBoost
What Form of Advertising / Marketing Content Do You Trust? – Editorial Content Such As News Articles
64%
69%
60%
58%
Global Average – 62%
Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #PRBoost
Source: http://flic.kr/p/aavRAC @mpranikoff #PRBoost
Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/ Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/ Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/ Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
@mpranikoff #PRBoost
Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
@mpranikoff #PRBoost
@mpranikoff #PRBoost
It only takes us 150 milliseconds
to process an image
Source: p://neomam.com/interactive/13reasons/
@mpranikoff #PRBoost
@mpranikoff #PRBoost
@mpranikoff #PRBoost
Use Less Words
Image source: TED.com
TEXT RELEASE TEXT RELEASE + 1 VISUAL ASSET
TEXT RELEASE + MULTIPLE MEDIA
MULTIMEDIA NEWS RELEASES &
CAMPAIGN MICROSITES
Source: PR Newswire analysis of 2013 releases.
Mult imedia Dr ives Discovery
#PRBoost
Source: PR Newswire analysis of 2013 releases.
Mult imedia Dr ives Discovery
#PRBoost
! 1st 2nd
Advertisement (Initial Awareness)
Shelf (Point of Purchase)
Experience (Customer Satisfaction)
0
AWARENESS CONSIDERATION INTENT DECISION
DISPLAY CLICK SOCIAL EMAIL
PAID SEARCH ORGANIC SEARCH
DIRECT REFERRAL
OTHER PAID
Assisting interaction Last interaction
@mpranikoff #PRBoost
Earned Media vs. Branded Content
Source: 2014 In-lab study by Nielsen, commissioned by inPowered #PRBoost
@fletcherpr #PRBoost
Goals
• Use PR to maximize celebrity endorsement
• Increase interaction with multimedia content
over a 6 month period
• Localize the content
• Garner traditional & social media attention
• Deliver high campaign impressions with
limited media buy spend
• Increase website traffic
• Establish correlation to sales
@fletcherpr #PRBoost
Challenges
• Budget
• Timeline
• Developing cohesive series of content
• Duck Dynasty over exposure
• No access to Robertson family for PR
@fletcherpr #PRBoost
Access all of your audiences, all at once,
via multichannel content distribution
Reach your audiences immediately, then
dynamically update your content
everywhere
Connect in more engaging ways to
drive results
“Content and metrics are what it’s all come down to, but the content must be relevant and creative because
people are more self-directed.”
John Derbeck, Assistant VP of Advertising MetLife
Source: Multivu @fletcherpr #PRBoost
@fletcherpr #PRBoost
Embedded on 324 Clayton Home Center Websites
“Share” functionality allows viewers to easily embed the Interactive Media Player into their blogs, web sites and
social media pages and engage your content with
others.
@fletcherpr #PRBoost
@fletcherpr #PRBoost
Si-Pad Model
#PRBoost
SEO-friendly platform houses
multiple multimedia assets
Content delivered directly
to key audiences who spread
the message virally
Distributed to over
5,700 media
points & 5,400
sites/aggregators,
targeted media
sites,
social media sites,
blogger outreach,
&
strategic web
placement
Reports detail all
interaction
or be drawn back to
customer’s Web site.
Engage
Audiences can respond
to calls for action
Update your content to keep your campaign fresh and engaging to your audience!
ARC Launch
Source: Multivu @fletcherpr #PRBoost
@fletcherpr #PRBoost
@fletcherpr #PRBoost
#marketingpr
Public relations activities focused on
specific products or aspects of marketing
campaigns that deliver integrated,
journalistic-style content across multiple
platforms.
- Kelly Fletcher circa 2014
@fletcherpr #PRBoost
@fletcherpr #PRBoost
Media Pick-Ups
& Stories
Generated
1,934
Duck Dynasty
Endorsement
Mentions
8,703
@fletcherpr #PRBoost
Engagement
@fletcherpr #PRBoost
In-Game Results
5,014 Full Video Views
16.5% CTR @fletcherpr #PRBoost
Q & A
@fletcherpr #PRBoost