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Discovery to Share: The Keys to Getting Your Audiences to Move Your Message at #ebev in Denver 10/25/13

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Information about Discovery to Share: The Keys to Getting Your Audiences to Move Your...

Published on October 25, 2013

Author: au1153

Source: slideshare.net

Description

Presentation created for the #eBev Conference held in Denver on Oct 24 -25, 2013 by the American Beverage Consortium. The conference was for digital markers in the adult beverage industry. This presentation focused on trends in the digital marketing world and how content can create authority and organic conversations.
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@mpranikoff #eBev @mpranikoff #eBev

Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff @mpranikoff #eBev

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

We have the distribution & syndication network to AMPLIFY your content. We have the resources to make your content more VISIBLE. @mpranikoff #eBev Our products & services help you continually ENGAGE your target audiences.

“Every day, Three Times Per Second, we produce the equivalent of the amount of data that the Library of Congress has in its entire print collection. Most Of It Is...Irrelevant Noise. So unless you have good techniques for filtering and processing the information, you’re going to get into trouble.” - Nate Silver @mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

Source: http://flic.kr/p/aavRAC @mpranikoff #eBev

Paid Media Promoted Traditional Ads Converged Media Corporate Content Branded That Is Shared Sponsored Earned Media Organic @mpranikoff Based on Altimeter Group Research Owned Media #eBev

@mpranikoff #eBev

@Luhersco #ebev 10/24/13 @mpranikoff #eBev

PR Is A Strong Component In The Marketing Mix 90% Consumer Rates Method More Effective 80% Own Sites Email 70% PR Own Social Consumer Exhibitions Search Ads on Social Nets 60% Conferences Own Events Custom Print Direct Mail Print Magazines Print Newspaper 50% General Sites 40% B2B Rates Method More Effective Virtual Exhibitions Smartphones Collateral Print Directories Sponsorship Tablets Webinars 30% Topic Specific Sites Vertical Search 20% Blue = Digital, Orange = Traditional 10% 10% 20% 30% 40% 50% 60% 70% 80% 90% B2B Source: Outsell 2013 Advertising and Marketing Study @mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

What Form of Advertising / Marketing Content Do You Trust? – Recommendation from People I Know 89% 90% Global Average – 92% 94% 92% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

AWARENESS CONSIDERATION PREFERENCE CHOICE Source: http://flic.kr/p/crZSBm @mpranikoff #eBev

We Need To Create Proactive Messaging Proactive Messaging Should Be Created With Optimization Proactive Messaging Also Means Creating Content That Is Directional @mpranikoff #eBev

The Value Exchange BRAND AUDIENCE Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & Jane Smith grant permission for engagement jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp. @mpranikoff #eBev

“ Robert Cohen, VP Global Retail Source: http://www.businessweek.com/articles/2013-10-03/patagonias-robert-cohen-on-the-retailer-customer-relationship @mpranikoff #eBev

@mpranikoff #eBev

EQ > IQ EMOTIONS TRUMP INTELLIGENCE @mpranikoff #eBev

http://youtu.be/xwndLOKQTDs @mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

“ Guinness Friendship scored 30 percent higher than other beer brands during the quarter.” @mpranikoff #eBev

Make Your Content Directional CONTENT @mpranikoff #eBev

“ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff #eBev

“ William McComb - CEO Source: http://buswk.co/1gfhBi5 @mpranikoff #eBev

@mpranikoff http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919 #eBev

Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #eBev

Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #eBev

Classic Story Arc y = tension climax Earned Media dénouement opening scene x = time beginning middle 72 Hours Adapted from Lou Hoffman - www.Hoffman.com @mpranikoff #eBev end

The Communicator’s Story Spike y = change future storytelling fodder x = time Old Way New Way Adapted from Lou Hoffman - www.Hoffman.com @mpranikoff #eBev

@mpranikoff #eBev

http://www.multivu.com/mnr/60803-newcastle-brown-ale-no-bollocks-2013-campaign @mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

MULTI-PLATFORM CONSUMPTION IS TODAY’S NEW REALITY 1 in 3 minutes spent online is now spent beyond the PC. @mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg #eBev

@mpranikoff #eBev

@mpranikoff #eBev

What Form of Advertising / Marketing Content Do You Trust? – Branded Websites 44% 52% Global Average – 58% 58% 73% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #eBev

What Form of Advertising / Marketing Content Do You Trust? – Editorial Content Such As News Articles 58% 64% Global Average – 62% 60% 69% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

Point of Syndication @mpranikoff #eBev

Editorial Pickup Point of Syndication @mpranikoff #eBev

Editorial Pickup Point of Syndication @mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

Content Must Be Mapped To Business Objectives @mpranikoff #eBev

Content Must Be Appealing @mpranikoff #eBev

@mpranikoff #eBev

@mpranikoff #eBev

Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting @mpranikoff #eBev @mpranikoff #eBev

@mpranikoff Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg #eBev

3 KEY TAKEAWAYS 1 2 3 CONVERGENCE of Paid/Earned/Owned is blurring lines between PR, Advertising & Marketing SYNDICATION through a variety of channels is critical in achieving organic audience engagement. AUTHORITY is created through content within context which is easily curated by your target audience and algorithms. @mpranikoff #eBev

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