Global CEO of PR Newswire Ninan Chacko How to Stand Out by Taking Advantage of Multimedia and Social...
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How to Stand Out!The American Chamber of Commerce
Shanghai
Ninan Chacko
CEO, PR Newswire
Wednesday, May 18th, 2011
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Traditional Public Relations Model
The model has changed....
The Need
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The traditional media is no
longer the public’s only sourceof information.
The Need
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Journalist
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“In 1965, 80 percent of adults could be
reached with three 60 second TV spots.Today it requires117 prime timeCommercials to produce the same result”
(Jim Stengel, CMO, P&G)
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Michael Pranikoff
Director, Emerging Media
PR Newswire
www.delicious.com/michaelpranikoff
Twitter / @mpranikoff
Twitter Event Hashtag: #prncl
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“Video is
the newVoice!”
John Chambers, CEOCisco
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Principles to communicating your message today
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Rich video content that educatesand activates
Engage influentials toplay the messageforward
Listen and learnfrom what theaudience is saying
Dominate organic search engine presence tocapture information seekers and local media
National reach withability to focus locally
Engagement construct
Easy access to thought-leaders/experts andcontent to complementyour voice
Rich
Engaging
Content
Dynamically
Updatable
Content
Custom
Distribution
Robust Online
Newsroom
Centralized
Assets
Measurement Beyond
the Numbers
Deep Social
Media
Engagement
Access to
Industry
Experts
SearchOptimized
Content
All assets, in one
location ready for rapiddeployment
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PublicRelations
Marketing
Companies want:
• Direct access to consumers
• Opportunities to engage withaudiences
• Viral messaging
• Analytics, ROI
They want to communicate in a way that
combines PR, Marketing andAdvertising.
Advertising
Convergence
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© 2010 Marketo, Inc. Marketo Proprietary and Confidential
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http://www.multivu.com/players/English/46590-PRNewswire-Engage-Opportunity-Everywhere/
Convergence in action
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ARC enables viral distribution & dynamic updating
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Campaign Launch Emails
Customer email –all segments
PR eBlast & bannerson external newsletters
IR eBlast & banners onexternal newsletters Marketing eBlast
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http://promotions.prnewswire.com/ARC_engage.html
Video & White Paper Landing Page
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Collecting Leads in Marketo Database
White paper landing page withMarketo forms
Emails
ARC
Banners, social & search
Marketo Lead Database
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Campaign overview
• After a number of weeks, there were a total of 2,533 downloads fromall marketing efforts including
– ARC platform
– House blasts
– PRWeek email promo
– IR Magazine email promo
– Marketo user summit followup
– Launch page for social media channels
– Campaign advertising (online, LinkedIn, SEM)
• Current downloads
– Content is Marketing – 1,309 downloads (75 additional)
– PR Rising – 675 downloads (21 additional)
– IR Rising – 549 download (24 additional)
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Campaign overview
Total Conversions – Net New vs. Known Contacts
• 1,852 total net new contacts generated since launch
– 111 additional since last report
• 681 known contacts generated since launch
– 9 additional since last report
• By whitepaper
– Marketing is content (1,051 net new, 258 known)
– PR Rising (471 net new, 204 known)
– IR Rising (330 net new, 219 known)
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“Share” button allows viewers to
embed the ARC into their blogsor Web sites.
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ARC Content
blog
blog
fan site
blog
company site
news site
blog
fan site
blog
DistributesUpdates
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Our Shining Example NY Fan Page has
hit more than 1000 fans within four hours of launching our campaign...So exciting to see such results!
Gayle NowakHaggman Advertising
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The Fast-Changing Media Landscape in China• Over 60% of journalists have used
social media to obtain news leads or
conduct an interview in order tocomplete a news report
• 47.7% of journalists indicate that they“regularly use” microblogs
• 57.7% of journalists indicated theywould “follow over the long term”
enterprise or organization microblogsthat were related to industry sectorsthey were in charge of covering
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The Fast-Changing Media Landscape in China
• When asked, "If a news lead was obtained through social media, wouldyou seek verification before choosing to report it?" Over half (51.66%) of
journalists indicated that they would "always seek verification." However,the survey also revealed that journalists considered the authority and
trustworthiness of the identity of the information's "producer" and"disseminator" an important factor in whether they would seek to verifythe news lead.
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RT:1,653
Comment:689
Source:Sina Weibo
Social Media Communications Case in China
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Nana’s Green Tea
RT: 4,8449 Source:Kaixin001.com
Pageview:18,4000 (within 24 hours after the distribution)
Social Media Communications Case in China
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Engage with the Chinese Consumers
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Engage with the Chinese Consumers
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