Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff, given at the Public Relations Society of America 2012 International Conference in San Francisco Conference - #PRSAICON . In this presentation, topics discussed include the future of content vs. advertising, search working with social, the importance of visualizing your message, and brand engagement.

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2. Michael Pranikoff
Global Director,
Emerging Media
PR Newswire
http://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff
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3. Disclaimer:
I am not a Guru. I am not an Expert.
All tips, recommendations, and ideas are from reading,
exploring, and learning anyway that I can. I consider myself
a B+ Student at best.

5. Engage opportunity across all channels
Social
Web sites
Search
Mobile
Video
sharing
CONTENT
Blogs
Microblogs
Print
Broadcast

6. Engage opportunity with all key audiences
Investors
The Media
Decision Bloggers
Makers
CONTENT
Influencers Consumers
Shareholders

7. The “Old” Paradigm – Silos Prevailed
PAID EARNED OWNED
MEDIA MEDIA MEDIA
A brand pays Publicity gained when A brand
to place ad or content an influencer owns
in a channel promotes a brand a channel
• Advertising • Press pickup • Company blogs
• Events • Blog mention • Company website
• Direct Marketing • Social sharing • Company social
• Word of mouth accounts

8. SILOS in Corporations are
OLD and CRUMBLING
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http://www.flickr.com/photos/kh-67/4892949459/

9. Communications Comes Into Focus
Marketing
COMPANIES WANT:
• Direct consumer access
Public
• Opportunities to engage with Relations
audiences
• Continuous messaging that is
easy to share
• Analytics, ROI
They want to communicate in a Advertising
way that combines PR,
Marketing & Advertising.

10. Convergence of Paid, Earned &
Owned Media
PAID EARNED OWNED The lines between them
MEDIA MEDIA MEDIA are blurred
Conversation now
A brand pays to Publicity gained A brand continues across all
place ad or content when an influencer owns
in a channel promotes a brand a channel Earned media is
increasing in importance
• Advertising • Press pickup • Company blogs Increased mobile usage
• Events • Blog • Company is accelerating earned
media growth
• Direct mention website
Marketing • Social • Company social Ecommerce is becoming
sharing+ MOBILE
SOCIAL accounts embedded into all, with
• Word of the option to buy from a
mouth channel, ad or link

11. The Unification of Content as a
strategic asset in an organization is a
competitive differentiator.
It is a must in order to be a good
storytelling organization.
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12. CONTENT IS BEING CREATED AROUND THE ORGANIZATION BUT LACKS
CONNECTIVE TISSUE.
Collateral
Case
Brand
Ad Marketing studies
Company s Newsletters CRM
PR
News Lead
& emails
Nurture
Digital Demos
Infographics Testimonials
Product Surveys
Blog Marketing
posts Social Forum
discussions Lead
Tweets White Generation
Mobile papers
Facebook posts Apps &
Games

13. COMPANIES MUST UNIFY CONTENT TO SPEAK
WITH ONE VOICE.
The silos will remain, but must develop a functional layer across all departments
to package, repurpose and promote all the content being generated.
Brand/ CRM
Lead
PR Social Digital Product Mobile Lead
Generation
Marketing Nurture
Infographics Case
Ad Forum
s discussion Testimonials studies
Tweets
s
Collateral
Surveys
Blog Demos
Company Faceboo Newsletters
posts White papers
News k posts & emails Apps/Games

14. Content unification allows for your story to be…
Amplified – More relevant
Told faster once separate
to stay ahead of to your audiences
content can now based on
the current complement one
conversation real-time learning
another to reach in virtuous loop
further
Increased ROI from the content and
systems you have already invested in

16. “In 1965, 80 percent of adults could be
reached with three 60 second TV spots.
Today it requires117 prime time
Commercials to produce the same
result”
-Jim Stengel, Former CMO, P&G
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20. The Emerging Media Landscape
User Generated
Editorial
Consumer Business

21. http://www.fernandosamaniego.com/2009/07/25-tips-for-a-modern-newsroom-1.html

22. http://youtu.be/vDGrfhJH1P4

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29. Keller Fay Research 2010
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30. Keller Fay Research 2010
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33. +
Reach
Earned
Paid
Owned
-
- +
Control
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35. We Need To Create
Proactive Messaging
Proactive
Messaging Should
Be Created With
Optimization
Proactive Messaging
Also Means Creating
Content That Is
Directional

39. http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919

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41. Is Your Content Like A Turtle In A Slow Race?

42. Or Do You Syndicate Your Content
With A Jet Pack?

44. How About On Here?

46. Billion Core Searches in July 2012 in the United States

48. Source: http://flic.kr/p/9vky1T

49. Endodontist
Root Canal
Dentist

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52. Source: Searchmetrics Report – Google Ranking Factors US – June 2012

53. A note on Google+: analyzing Google +1s…. we
found a significant result of 0.41. From this we
can assume that the quantity of +1s has the
strongest correlation of any of the metrics
analyzed in the study.
Source: Searchmetrics Report – Google Ranking Factors US – June 2012

62. Make Your Content Directional
CONTENT

66. More Multimedia = More Views
* The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly
fewer than those without, however the data shows the potential for very high visibility when
such assets are included along with other multimedia assets.
Source: PR Newswire Web Analytics, June 2012

67. Using multimedia with
your content increases
engagement
According to internal sample research comparing press releases that contain multimedia with those that do not.

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69. CREATE, CURATE &
OPTIMIZE CONTENT
LISTEN, ANALYZE IDENTIFY & TARGET
MEASURS &
STRATEGIZE
PROMOTE & ENGAGE &
SYNDICATE INTERACT
MEASURE

70. Agile Engagement is a Virtuous Cycle
With each rotation, content produced becomes more relevant to your
audience to increase engagement and amplify impact.

71. Biz Stone – Co-Founder of Twitter Speaking at the
PRSA 2012 Opening Keynote

73. CREATE, CURATE &
OPTIMIZE CONTENT
LISTEN, ANALYZE, IDENTIFY & TARGET
MEASURE &
STRATEGIZE
PROMOTE & ENGAGE &
SYNDICATE INTERACT

74. CREATE, CURATE &
OPTIMIZE CONTENT
LISTEN, ANALYZE, IDENTIFY & TARGET
MEASURE &
STRATEGIZE
LISTEN & ANALYZE
In 2010, State Farm noticed that it had received a better-than-usual
reaction (including some play on Jimmy Kimmel Live!) to a video it had
created about the dangers of using turkey fryers& Thanksgiving.
PROMOTE & ENGAGE at
SYNDICATE INTERACT
STRATEGIZE
In 2011, State Farm’s Heather Paul, a specialist in digital platforms and
social media, had a brainstorm. What if she could get William Shatner to
talk about his own experience being burned in a turkey fryer mishap?

75. CREATE, CURATE &
OPTIMIZE CONTENT
LISTEN, ANALYZE, IDENTIFY & TARGET
MEASURE &
STRATEGIZE
With Thanksgiving only a few months
away, State Farm worked with MultiVu
to contact Shatner’s agent.
Shatner agreed to tell his story that
would become the basis for “Eat, Fry,
PROMOTE & Love,” which State Farm described as
ENGAGE &
a “turkey fryer fire cautionary tale.”
INTERACT
SYNDICATE

76. CREATE, CURATE &
OPTIMIZE CONTENT
State Farm identified the top three States
(Texas, Illinois, & Ohio) as well as the top 10 States
where there were Thanksgiving Day related cooking fires.
LISTEN, ANALYZE, IDENTIFY & TARGET
MEASURE &
STRATEGIZE
TX IL OH
The goal was to raise awareness of cooking related
PROMOTE &
Thanksgiving Day fires in order to reduce claims. ENGAGE &
SYNDICATE
State Farm did this by connecting multiple forms of INTERACT
content into a single format that people would want to
view and share.

77. CREATE, CURATE &
OPTIMIZE CONTENT
State Farm could certainly have posted a
multimedia news release (MNR) on its own
corporate Web site. But that would have been
less effective, Paul says, than doing it through
LISTEN, ANALYZE, PR Newswire, which has an establishedTARGET
IDENTIFY &
distribution network and enables one-click
MEASURE & sharing to more social media sites than
STRATEGIZE State Farm could offer on its own.
The content was syndicated on November 15,
nine days before Thanksgiving Day 2011.
PROMOTE & ENGAGE &
SYNDICATE INTERACT

78. CREATE, CURATE &
OPTIMIZE CONTENT
MEASURE
The video was picked up from the MNR and aired on television in
80 of the 10 top DMA's generating over 35 million views with an
LISTEN, ANALYZE, estimated publicity value of $4.7 million IDENTIFY & TARGET
MEASURE & The video had over 650K views on State Farm’s YouTube page
STRATEGIZE
An estimated online audience of 23 million from postings and
views with a publicity value of $1.8 million
State Farm claims of Thanksgiving Day cooking related / grease
fire claims dropped by almost 300% with an estimate saving of
$1 million in each of the Top 3 States identified as targets.
PROMOTE & LISTEN, ENGAGE &
SYNDICATE ANALYZE, INTERACT
$1M
MEASURE & $1M $1M
STRATEGIZE

79. CREATE, CURATE &
OPTIMIZE CONTENTaround the campaign still taking place
Conversation
LISTEN, ANALYZE, IDENTIFY & TARGET
MEASURE &
STRATEGIZE
STRATEGIZE
State Farm PR & Marketing proved successful in creating an
Owned + Earned Media campaign without a Paid component
PROMOTE & ENGAGE &
SYNDICATE INTERACT
State Farm will look to apply knowledge gained from this
success to future public awareness campaigns using online
video and hashtags

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81. Burberry Art Of The Trench Campaign – ArtOfTheTrench.com
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82. Burberry Art Of The Trench Campaign – ArtOfTheTrench.com
Burberry CEO – Andrea Ahrendts Speaking at Google Zeitgeist 2011
Building a Digital Brand
http://youtu.be/RTRxRXxyZE8
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85. Publish a steady
stream of content
TRUST RELIABILITY DELIGHT
Keep it relevant
& interesting
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87. Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg