Audience Evolution How Does The Audience Find Your Media? – Online Marketing Summit Feb 2012

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Information about Audience Evolution How Does The Audience Find Your Media? – Online...
Business & Mgmt

Published on March 8, 2012

Author: au1153



Audience Evolution How Does The Audience Find Your Media? Presentation given by PR Newswire Global Director of Emerging Media, Michael Pranikoff, at the Online Marketing Summit 2/7/12 in San Diego.

Michael Pranikoff Global Director, Emerging Media PR Newswire Twitter / @mpranikoffFollow The Conversation on Twitter #OMS12

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 myselfa B+ Student at best.


PR Newswire is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide.

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

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

“In 1965, 80 percent of adults could bereached with three 60 second TV spots.Today it requires117 prime timeCommercials to produce the same result”(Jim Stengel, CMO, P&G)

Source: Google

Follow The Conversation Twitter Hashtag #OMS12

The Emerging Media Landscape User Generated Editorial Consumer Business

Website News Email Release Social Print media Communications Channel ComplexityTradeshow Video s Photos / Visualization Search s Blog

Finding The Right BalanceSource:

Wouldn’t It Be Nice If it Were This Easy?

+ EarnedReach Paid Owned - - + Control

Financial Metrics:• ROI• Paid, Earned, Owned Media Value• Sales Metrics that can be linked to activity.Non-Financial Metrics:• Growth of communities• Visibility of Communities and Content• Engagement Metrics – Like, Google+’s, Shares

Principles to CommunicatingYour Message Today• Make your content Accessible• Make your content Easy To View• Make your content Easy To Use

Building the Foundation

 94% of users tested clicked on a first page search result. *  Only 6% of users clicked to the second page of search results. *  The #1 ranking result garnered around 33% of the total clicks. *  A separate study showed that 39% of search users link search ranking to company prominence. *** - Chitika, Inc.** - JupiterResearch

Not Logged into GoogleLogged IntoGoogle

Not Logged into GoogleLogged IntoGoogle

VisibilityPhoto credit:

Photo credit:

more multimedia = more views Increase in average online views per press release, when multimedia elements are added.Source: PR Newswire web analytics.

Using multimedia in your releases increases journalist and public engagementAccording to internal sample research comparing press releases that contain multimedia with those that do not.

Visibility + Engagement = Increased Sharing of Content Rarely Frequently Shared Shared • Free Trials • New Data • Product Info • Funny • Product • Infographics Documentation • Survey ResultsSource: HubSpot

Where should I go today?

Make Your Content Directional


Michael Pranikoff Global Director, Emerging Media PR Newswire Twitter / @mpranikoffFollow The Conversation on Twitter #OMS12

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