When Traditional PR Needs a Boost: Strategies for Placement, Engagement & Results
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Presenters: Kelly Fletcher, Chief Strategist, Fletcher PR Michael Pranikoff, Global Director, Emerging Media, PR Newswire On-Demand Webinar: http://promotions.prnewswire.com/LP-20140619-PR-Measurement-OndemandWebinar.html
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When Traditional PR Needs a Boost: Strategies for Placement, Engagement & Results
- 2. Today’s Speakers Michael Pranikoff Global Director, Emerging Media PR Newswire @mpranikoff Kelly Fletcher Chief Strategist, Fletcher PR @FletcherPR #PRBOOST
- 4. 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
- 5. 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
- 6. 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
- 7. 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
- 8. Custom Print Direct Mail Email 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% Consumer 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
- 9. UserGeneratedEditorial Consumer Business TODAY’S CHANGING MEDIA LANDSCAPE
- 10. Lucas Herscovici VP Digital Marketing, Anheuser Busch @mpranikoff #PRBoost
- 11. 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
- 13. THE VALUE EXCHANGE BRAND Currency = Content AUDIENCE Currency = Personal Info Jane Smith jane.smith@xyz.com 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
- 15. 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
- 16. 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
- 18. 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/
- 19. Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/ @mpranikoff #PRBoost
- 20. Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/ @mpranikoff #PRBoost
- 22. It only takes us 150 milliseconds to process an image Source: p://neomam.com/interactive/13reasons/
- 26. Use Less Words
- 28. TEXT RELEASE TEXT RELEASE + 1 VISUAL ASSET TEXT RELEASE + MULTIPLE MEDIA MULTIMEDIA NEWS RELEASES & CAMPAIGN MICROSITES Source: PR Newswire analysis of 2013 releases. Multimedia Drives Discovery #PRBoost
- 29. Source: PR Newswire analysis of 2013 releases. Multimedia Drives Discovery #PRBoost
- 30. ! 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 DIRECTREFERRAL OTHER PAID Assisting interaction Last interaction @mpranikoff #PRBoost
- 31. Earned Media vs. Branded Content Source: 2014 In-lab study by Nielsen, commissioned by inPowered#PRBoost
- 33. 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
- 34. Challenges • Budget • Timeline • Developing cohesive series of content • Duck Dynasty over exposure • No access to Robertson family for PR @fletcherpr #PRBoost
- 35. 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
- 37. 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
- 40. 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
- 43. #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
- 45. Media Pick-Ups & Stories Generated 1,934 Duck Dynasty Endorsement Mentions 8,703 @fletcherpr #PRBoost
- 48. In-Game Results 5,014 Full Video Views 16.5% CTR @fletcherpr #PRBoost
- 49. Q & A @fletcherpr #PRBoost