when traditional pr needs a boost: strategies for placement, engagement & results

@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.


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


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

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%

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


Use

r G

ener

ated

Ed

ito

rial

Consumer Business

TODAY ’S CHANGING MEDIA LANDSCAPE

Lucas Herscovici VP Digital Marketing, Anheuser Busch


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

THE VALUE EXCHANGE

BRAND Currency = Content

AUDIENCE Currency = Personal Info

Jane Smith

[email protected]

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


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/


It only takes us 150 milliseconds

to process an image

Source: p://neomam.com/interactive/13reasons/

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


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


Challenges

• Budget

• Timeline

• Developing cohesive series of content

• Duck Dynasty over exposure

• No access to Robertson family for PR


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


http://www.multivu.com/players/English/63259-clayton-homes-sitting-with-si-phil-kay-robertson-news/

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.


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

#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


Media Pick-Ups

& Stories

Generated

1,934

Duck Dynasty

Endorsement

Mentions

8,703


Engagement


In-Game Results

5,014 Full Video Views

16.5% CTR @fletcherpr #PRBoost

Q & A


kellyfletcherpr.com

Facebook.com/FletcherPR

@FletcherPR

[email protected]