Employing Visual Content for Compelling Storytelling (Toronto - April 2014)
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Transcript of Employing Visual Content for Compelling Storytelling (Toronto - April 2014)
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
Michael Pranikoff
Global Director,
Emerging Media
PR Newswirehttp://about.me/michaelpranikoff
Twitter / @mpranikoff
CNW is the global leader
in innovative communications
and marketing services,
enabling organizations to
connect and engage with their target audiences worldwide
@mpranikoff #VISUALCOMM
Newswire.caPRNewswire.com
Blogs
NationalNews Sites
Local News Affiliate
Sites
Portals & Databases
Trade News Sites
Your WebsiteMediaRoom
Video Portals
ARC
Mobile AppPartnerships
MobilizedWebsites
CNW Mobile
Site & App
High Ranking Search Results
PR Newswire for Journalists
Media Outlet News Feeds“The Wire”
TwitterSocialPost
EmailMicrolists /Media Lists
@mpranikoff #VISUALCOMM
We have the resources to make your content more
VISIBLE.
We have the distribution &
syndication networkto AMPLIFY your
content.
Our products & services help you
continually ENGAGE your target audiences.
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
85%of brand marketers are publishing content.
Source: Forrester, October 2013
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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.
36%are doing it effectively.
@mpranikoff #VISUALCOMM
Earned Media vs. Branded Content
Source: 2014 In-lab study by Nielsen, commissioned by inPowered
@mpranikoff #VISUALCOMM
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 #VISUALCOMM
! 1st 2nd
Advertisement(Initial Awareness)
Shelf(Point of Purchase)
Experience(Customer Satisfaction)
0
AWARENESS CONSIDERATION INTENT DECISION
DISPLAY CLICK SOCIAL EMAIL
PAID SEARCHORGANIC SEARCH
DIRECTREFERRAL
OTHER PAID
Assisting interaction Last interaction
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
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 #VISUALCOMM
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 #VISUALCOMM
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 #VISUALCOMM
The Communicator’s Story Spike
x = time
y = change
Old Way New Way
future
storytellingfodder
Adapted from Lou Hoffman - www.Hoffman.com
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
BRANDCurrency = Content
AUDIENCECurrency = 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 #VISUALCOMM
@mpranikoff #VISUALCOMM
Source: UberFlip
@mpranikoff #VISUALCOMM
Source: UberFlip
@mpranikoff #VISUALCOMM
Source: UberFlip
@mpranikoff #VISUALCOMM
Headline
Article
…8 will only read the headline…
…and only 2 will make it to the
article.
@mpranikoff #VISUALCOMM
One in five people
1 in 5 people
@mpranikoff #VISUALCOMM
Number/TriggerKeywordAdjective PromiseHeadline_______________
+++
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HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACONTrigger
Adjective
Keyword
Promise
@mpranikoff #VISUALCOMM
• 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.
•Think about having a “Quotes”
section instead of burying the
quote.
•Easy To Read means Easier to Use!
@mpranikoff #VISUALCOMM
• Use links in content – Actionable links that bring the user
to where they should directly be going.
• Only use 1-3 links in online content today…but
there are exceptions. Links should be near the top of the
release.
• Don’t Add Too Many Links – The search engines will
knock you for too many links.
•Anchor Text can still be used, but we recommend old
fashion links – http://www.yourlinkehere.com because it
tells Google & the reader where you want them to go.
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
Use Less Words
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@mpranikoff #VISUALCOMMSource: http://neomam.com/interactive/13reasons/
@mpranikoff #VISUALCOMM
of what they SEE & DO
80%of what they READ
30%
Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
Using multimedia in
your releases increases
journalist and public
engagement By 35%According to internal sample research comparing press releases that contain multimedia with those that do not.
@mpranikoff #VISUALCOMM
2010Still, multimedia is added to only 14% of releases.
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20102013Still, multimedia is added to only 14% of releases.
Multimedia usage doubled.
@mpranikoff #VISUALCOMM
20102013Still, multimedia is added to only 14% of releases.
@mpranikoff #VISUALCOMM
Image source: TED.com
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@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
Launched on April 3, 20143,704,585 Views
(as of April 24, 2014)
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@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
After 3 DaysAfter 30 Days
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@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
Content Must Be Mapped To
Business Objectives
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Content Must Be Appealing
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TRUST RELIABILITY DELIGHT
Publish a steady
stream of content
Keep it relevant
& interesting
@mpranikoff #cnw
@mpranikoff #VISUALCOMM