Presentation of CeBIT2015 by Mynewsdesk Germany CEO Jürgen Kopelke

1. #Mynewsdesk
PR-Tech 4.0
Rethinking Communication

2. #Mynewsdesk
Mynewsdesk at a glance: 2014
15Mynewsdesk
babies
born
Signups from
84countries
12Newsrooms
opened
in Kenya
7New
tattoos
1In-house
houseband
3New
offices
opened
44%More
customers
in 2014

3. #Mynewsdesk
Mynewsdesk at a glance: Facts & figures
#Mynewsdesk
Mynewsdesk is an all-in-one brand
newsroom and multimedia PR platform,
where companies can setup newsrooms
to publish and distribute their content,
simultaneously publishing it on social media
or embed the newsroom to their own site.
Sweden FinlandDenmarkNorway UK Germany Singapore
Part of
NHST Media
Group,
Oslo
Founded
2003 in
Sweden
Headquarters
in Stockholm,
Sweden
Revenue
Growth
EBIT
Number of Employees
Retention Rate
LTV to CAC Ratio
€ 15.1 M
27%
€ -1.4 M
163
94%
10.4
2014

4. #Mynewsdesk
Mega trends in media
consumption

5. #Mynewsdesk
fully-employed
journalists
of German
journalists use PR
releases as a source
for information
Within
1 Minute
on the internet
48h
video content gets
uploaded to Youtube
3,000
photo-uploads
to Flickr
685,000
Facebook content
shares
100,000
new Tweets
2+ Mio.
search requests
in Google
In Germany there
are more than
80,000
Communications today: Facts & figures
80%
people worldwide
use social media
Over
of German
internet users
use social
media networks
1.9BILLION
78%
of the largest brands
in Germany actively
use social media.
39%
Twitter
37%
YouTube
28%
Facebook
12%
Corporate Blogs
60%
ofbrandsuse

6. #Mynewsdesk
The communication landscape is changing fast
2015
of CEOs think content marketing is the strategy
of the future
Brands evolve into media houses ➜ 72% of Twitter
users: very likely that will buy from a company after
they follow it
Give the control to “super users” and let them
speak for the brand ➜ 82% of Twitter users would
recommend an SME that they follow to friends
Social media is getting ephemeral
Video is gaining an uptake in popularity
CMS and personalized content ➜
85% of Twitter users feel more connected
to an SME when they follow them
Increasing diversity of devices
User-friendly format for different devices –
mobile traffic will increase sevenfold by 2017
More videos, pictures, infographics, Slideshare
Think in pictures (shareability)!
Only 5% of the 100 biggest German
companies serve Facebook, Twitter,
YouTube & corp. blogs simultaneously
51% plan to increase their marketing-
spend on data and analytics
57% for social media marketing
51% for email marketing
“1 like is worth 1000 words” - Bigdata
of German internet users use
social media
the largest German brands
actively use social media:
Bot-oriented content;
Writing for search engines not
users; generation of backlinks
Static company websites
Articles
Pictures/photos
Press-releases
Videos
Very important! ➜ Tweets with pictures
are shared 2x more often
Every second DAX company has their own blog
Website content
Infographics
CONTENT
CONTENT
CONTENT
CHANNELS
CHANNELS
CHANNELS
STRATEGIES
STRATEGIES
STRATEGIES
78%
70%
39%
37%
28%
12%
58% 91%
76%
i
78%
60%
Corporate blogs
Exabyte Exabyte
2013 2017
1,6 11,2
2009
2013
• Social media is developing at a high speed -
2015: ephemeral social media channels
(e.g. Snapchat, Meerkat)
• Users are becoming more engaged with brands,
raising the importance of content marketing

7. #Mynewsdesk
PR-tech today: Companies work with multiple suppliers
PUBLISH
Corporations
ANALYZE
NETWORK EXPLORE
Social media
Photos Print ads
ClippingsSocial media
monitoring
Medien media
monitoring
Magazines
Events
Influencer
relations
Trend
monitoring
Direct
interaction
Manage contacts
e.g. Excel lists
Up to 549€/month for
max. 10 users e.g.
Bluereport
Sprout Social up to
99€/month per user
2-5€/clipping
Distribution in
Germany 360€
Office 365:
15€/month
per user
Press
releases
• Currently corporations have to use the products of
various suppliers for their communications work
• The diversity of services makes managing
corporate communication very complex

8. #Mynewsdesk
PR-tech tools landscape today
PUBLISHER TOOLS
SOCIAL MONITORING/MANAGEMENT
CONTENT LICENSING
MEASUREMENT ANALYTICS
MEDIA MONITORING
VISUAL STORYTELLING
NEWSWIRES/PRESS RELEASES
CONTENT CREATION
NEWSROOM/PRESS PAGE
MEDIA OPPORTUNITIES PAID CONTENT DISTRIBUTION
MARKETPLACES
INFLUENCER MARKETING
• The PR tech industry is extremely fragmented, making efficient communication difficult
Source: prtech.co/ecosystem (2014)

9. #Mynewsdesk
PR-tech tomorrow: Workflow-oriented seamless solution
Corporations
Distribution of press releases,
news, blog, images videos
Integrate Newsroom in
social media channels
Categories tags to increase SEO
Build your own media library
(videos, images, logos, etc.)
Content creation
Storytelling
Editorial planning
Content collaboration
Headline “prototyping”
Conversations about company,
brand, industry competition
Identify influencers and
relevant multipliers
Direct interaction and
strengthen personal network
Efficient contact
management system
Integrate own contacts
Increase own distribution list
through new “followers”
Find the influencers
important for your brand
Blogger relations
User behavior, email
open-/click rates, location
Integration of Google Analytics
Media monitoring
Communication work runs over an all-in-one workflow platform with responsive
design and therefore becomes more efficient and process-optimized.
PublishCREATE Network Explore Analyze
Communication work runs over an all-in-one workflow platform with responsive
design and therefore becomes more efficient and process-optimized.
WORKFLOW WORKFLOW

10. #Mynewsdesk
Key areas of success

11. #Mynewsdesk
While traditional media sources are declining the time people
spend on social media channels keeps increasing
• PR professionals need to move their communication into channels where
they reach the biggest audience where their audience talks about them!
Source: Pew Research Center (2013), (2014)
1| Reach: Facts figures
80%
70%
60%
50%
40%
30%
20%
10%
0%
PERCENTAGEOFRESPONDENTS
WHOGOTNEWS“YESTERDAY”
FROMEACHPLATFORM
1991 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012
DIGITAL GROWS AGAIN AS A SOURCE FOR NEWS
TV
Radio
Online
Any Digital
News
Newspaper
PERCENT OF U.S. ADULTS WHO USE EACH SOCIAL
NETWORKING SITE PERCENT OF U.S. ADULTS WHO GET
NEWS FROM EACH SOCIAL NETWORKING SITE
Note: The percent of U.S. adults who
get news on Pinterest and Vine each
amount to less than one percent
Facebook
Linkedin
Pinterest
Instagram
Tumblr
reddit
YouTube
Twitter
Google+
Myspace
Vine
64%
19 16
51
14
3
5
15
12
4
3
30%
1
1
1
2
3
8
10
4
USE SITE
GET NEWS
ON SITE
Shared or reposted news
stories, images or videos
Discussed a news issue
or event
Posted photos they took
of a news event
Posted videos they took
of a news event
PERCENT OF SOCIAL NETWORKING SITE USERS WHO HAVE…
50%
46%
14%
12%

12. #Mynewsdesk
1| Reach: Companies’ budgets shifted from paid to owned earned media
Source: Digital PR Challenge Survey UK (2014)
Marketing through
classic channels:
Print, TV, radio, online e.g. classifieds,
banners, AdWords, media-
cooperations, sponsoring, etc.
SERVICE COMPANIES CUSTOMERS INFLUENCERS
Websites, SEO, Email Widgets/
Apps, Social media sites
communities, content
SEO, Facebook, YouTube, Comments,
Twitter, Flickr, Vine, Google+, Blogs,
Forums, Email
Target groups
strengthen the
personal image of
the company through
social media channels,
generate trust, create
loyalty and support the
customer retention.
PAID OWNED EARNED
From Push ➜ Interaction = active interaction with the target group:
Journalists, investors, institutions, lobbyists,
opinion leaders, bloggers, customers
Generate positive marketing through
word-of-mouth
• Companies are shifting their PR budgets from paid content to owned earned
content because these types are much more efficient in reaching the desired audiences.

13. #Mynewsdesk
1| Reach: Newsroom use case
• Content can be distributed with one click over various channels in real time.
TEXT IMAGE VIDEO
Network
(Email)
Newsroom
Social
MediA
Distribution
services
Journalists
Influencers
Bloggers
Stakeholders
Website
Mobile
Web distribution
Dow Jones news wire
MECOM news wire
RSS feeds
Subject mailing list
Video distribution
Journalist contact list
Facebook
Youtube
Linkedin
Twitter
Instagram
XING
Pinterest
Content
“State-of-the-art” Newsroom

14. #Mynewsdesk
Engagement Analysis
Mentions - Views - Share of Voice - Referral Traffic
2 | Influencer relations: Challenge of managing them across social networks
Influencers are found
especially among…
How to
measure influence…
Government officials - Analysts - Think tanks
Researchers - Academics - Reporters - Bloggers
2,863
followers
763
friends
3,755
followers
334
Connections

15. #Mynewsdesk
2 | Influencer relations: Facts figures
Over 1 in 3 pay influencers, less than
2% do so all the time
63% communicators regard the reach
of the publication they write for as a
useful measure of influence
73% of organizations involved in influencer
relations fail to report on influencer
engagement, despite 59% saying
that senior management define
their influencer strategy
56% marcomms professionals fail
to achieve a positive result with their
influencers most of the time
55% of work with influencers is unpaid
Com
p
anies Indivi
duals
Agen
cies
Media
houses
Bloggers
Influencers
Community
Government
Key accounts
Trade unions
Consumers
Journalists
Investors
Audience
PR Ecosystem
Commun
ications

16. #Mynewsdesk
2 | Influencer relations: Building your audience with influencers
• To address the right influencers in their respective fields PR professionals
need to find the people who have the biggest impact with their opinions.
• Influencer relations across all
social networks
• Connect to a list of 540,000
journalists globally
• Find influencers in 42 countries
and 27 languages

17. #Mynewsdesk
3 | Analyze: The importance of measurements is increasing
• Measuring the impact of a company’s communication instruments
is a crucial part of implementing a successful communication strategy.
Source: Digital PR Challenge Survey UK (2014)
WHICH OF THE FOLLOWING METRICS DO YOU USE TO
MEASURE YOUR DIGITAL AND SOCIAL MEDIA ACTIVITIES?
Content views and visitors
Online/social mentions
Media ‘pick up’ or coverage
Shares/retweets
New subscribers/followers
Search engine rankings
Customer engagement
Community engagement
Brand sentiment
Customer satisfaction
Sales leads generated
Financial return on investment
Other
88%
85%
80%
74%
64%
45%
41%
40%
34%
31%
22%
21%
3%

18. #Mynewsdesk
3 | Analyze: 58% of companies focus on impact of owned earned media
• Following the budget shift from paid media to owned earned media companies also need to adapt
their communication metrics to measure the success of modern communication instruments.
Source: Digital PR Challenge Survey UK (2014)
Gross reach
Net reach
Cost per click
Advertorial
# Unique visitors
# Blog visits
# Website visits
E-Mail marketing
# Content downloads
# Webinar participants
Media impact analysis
Web performance
Social shares
Word of mouth/
Recommendation/
Net promoter score
Engagement rate
# Clippings per month
# Unique visitors
Paid Reach Owned Reach Earned Reach

19. #Mynewsdesk
3 | Analyze: Newsroom use case
Twitter
Linkedin
suche.t-online.de
google.de
mynewsdesk.godentis.de
disqus.com
stepstone.de
bayernwerk.de
news.niminum.de
ORIGIN
You are most successful in Berlin, Germany but
Munich, Germany doesn’t lag far behind
LOCATION OF VISITORS
SOURCE OF TRAFFIC
Referral Organic Direct Email RSS Others
Computer/Laptop Tablet Smartphone
DEVICES
75.7% 4.71% 19.59%
Gast-Blogbeitrag: Wie verkaufsorientiert darf Content sein?
Nachhaltiges Influencer Relationship Management.
Gast-Blogbeitrag: Content-Strategie
ClueCamp - Rock the Blog 2015: Influencer Relations
Gast-Blogbeitrag: KPIs - so kann man den Erfolg in Content-Mar…
Die Zukunft des Networking: Influencer Relations
Wind of Change - den Wandel als Chance begreiten
Jobzutriedenheit, wo biste?
Umblättern mit der Maus - Medientrends mit Folgen
Tschüss, Alpha-Tier. Hallo, Mensch.
704
216
185
164
105
89
77
70
68
52
Blog entry
Blog entry
Blog entry
Event
Blog entry
Press release
Press release
Blog entry
Press release
Blog entry
MOST READ PUBLICATIONS
600
400
200
0
VIEWS
DAYS
16.Feb 18.Feb 20.Feb 22.Feb 24.Feb 26.Feb 28.Feb 2.Mar 4.Mar 6.Mar 8.Mar 10.Mar 12.Mar 14.Mar 16.Mar
Number of visitors in your
newsroom over a set time period
4172
Average length of stay in your
newsroom over a set time period
02:22
Average number of visited sites in your
newsroom over a set time period
1.81
NEWSROOM STATISTICS
Newsroom statistics

20. #Mynewsdesk
4 | Use case: How communication could work
Recent Newsroom example (March, 17th
2015)
Content curation Kystverket Newsroom
Content
source
Referenced
back to
Newsroom powered by MND

21. #Mynewsdesk
The future of PR tech

22. #Mynewsdesk
Future of PR tech: Virality is a key factor of success for tech companies
10 M
8 M
6 M
4 M
2 M
0
JUNE 2008 JUNE 2009
5 MILLION
JANUARY 26, 2012
MILLION
NIGHTS
BOOKED
JANUARY 26, 201210
JUNE 2010 JUNE 2011 JUNE 2012
GUEST NIGHTS BOOKED
• The tech industry has shown enormous growth rates across various verticals in recent year
— one of the main reasons for this is their capability of making their services go viral
Using formula for success of sharing economy in pr tech: virality
Source: blog.estimize.com (2013)

23. #Mynewsdesk
Future of PR-tech: Enterprise SaaS is moving from B2B to B2C2B
Traditional approach
SALES
APPROACH
BUYING
CENTRE
VALUE
PROPOSITION
USER
EXPERIENCE
Non-traditional approach
Employer-centric
Corporate interest
Tailored functionality
Solves different problems
Bring value through expertise
Individual
Customisation then use
Dependent on organisation
Complex for the user
May require training
Employee-centric
Self interest
Standard functionality
Solves the same problem
Bring value through User Expertise
Social
Use then customisation
Independent, DIY
Simple for the user
No instruction manual needed
Autocratic
Sales one-by-one
Sell on ROI
Top-down
Democratic
Referral / viral
Sell on common sense
Bottom-up
Engage corporate buyer
Focus on budget holder
Involve IT, Procurement, CFO
Circumvent corporate buyer
Focus on foothold workers
Ignore IT, Procurement, CFO
THEN THE WHOLE
COMPANY
MOBILE
APPS
OPEN
SOURCE
SELF
SIGN UP
THEN TEAMS
ACQUIRE
INDIVIDUALS
NEW CUSTOMER
ACQUISITION CHANNELS
B2C2B COMPANIES
A new trend in the enterprise SaaS industry is changing
the way they approach enterprise software sales.
The B2C2B model focuses on the eventual
users of a software solution and acquires
a whole company step-by-step.
Source: Tomasz Tunguz, Redpoint Ventures (tomtunguz.com)

24. #Mynewsdesk
Future of PR tech: B2C2B has shown explosive growth in enterprise SaaS
2,000,000
1,500,000
1,000,000
500,000
0
1 5 10 15 20 25 29
USERS
MONTHS
GROWTH TO 2 MILLION USERS
Dropbox
HootSuite
Yammer
Evernote
• Concept has been proven successful by SaaS
companies selling to enterprises such as Dropbox,
Yammer, Evernote and HootSuite
• By focusing on the user and giving them a (free)
tool a natural need for the product within the
company is created
Source: blog.hootsuite.com (2012)

25. #Mynewsdesk
“Technology is the
campfire around which
we tell our stories.”
Laurie Anderson
(U.S. Performance Artist)
CeBIT ’15 - PR-Tech 4.0 - Jürgen Kopelke (March, 19th
2015)