EC = MC: Every Company Is A Media Company – Tokyo NetPRDay 2013

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Information about EC = MC: Every Company Is A Media Company – Tokyo NetPRDay 2013
Business & Mgmt

Published on July 15, 2013

Author: au1153



Presentation given by PR Newswire Global Director of Emerging Media – Michael Pranikoff – at the Tokyo #NetPRDay2013 event held on July 10, 2013. The idea of EC = MC was originated by Tom Foremski back in 2010. Today, 3 years later, this idea has gone global with the ideas around Content Marketing and that companies can reach their audiences today more directly than ever before and in more authentic and organic ways. This presentation focuses on the Japanese markets and how media consumption habits around the world are coming closer together.


Michael Pranikoff Global Director, Emerging Media PR Newswire Twitter / @mpranikoff

PR Newswire is the global leader in innovative communications and marketing services, enabling organizations to connect and engage with their target audiences worldwide Blogs PRN Widget National News Sites Local News Affiliate Sites Portals & Databases Trade News Sites Your Website MediaRoom Video Portals Multimedia Release Mobile App Partnerships Mobilized Websites PRN Mobile Site & App High Ranking Search Results PR Newswire for Journalists Media Outlet News Feeds “The Wire” Twitter SocialPost Email Microlists / Media Lists

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

79.5% of the Japanese Population Is Online Today Source: Internet World Stats

UserGeneratedEditorial Consumer Business The Emerging Media Landscape

Financial Times has more Digital Subscribers Than Newspaper Buyers Source: Brand Republic July 27, 2012

102.7 Million People Age 13+ Use Mobile Devices in Japan Source: Internet World Stats

30% Have a Smartphone with Internet + Data Subscription

Mobile Internet Traffic 18% USA 25%Asia 30% Africa Source: Google The New Multiscreen World – August 2012

The Future Is Now Content Drives Them All OWNED MEDIA EARNED MEDIA PAID MEDIA SOCIAL + SEARCH + MOBILE A brand pays to place ad or content in a channel to drive conversation forward. Publicity gained through influencer promotion, including shares, likes & tweets. Brand published content to drive earned media and sustain buzz around brand. • Advertising • Events • Direct Marketing • Press pickup • Blog mention • Social sharing • Word of mouth • Company blogs • Company website • Company social accounts

+ + - - Reach Control Earned Paid Owned

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

86% Of People Skip Television Commercials Source: Content Marketing Institute 2012

April 26, 2013 26 44% of Direct Mail Is Never Opened Source: Content Marketing Institute 2012

The creation and sharing of high quality, valuable content by the brand to engage current & potential audience and influencers. Content Marketing Content Marketing will AMPLIFY your existing media campaigns, increase VISIBILITY and drive ENGAGEMENT leading to your desired outcome. CHOICE PREFERENCE CONSIDERATION AWARENESS

The value exchange BRAND Currency = Content AUDIENCE Currency = Personal Info Jane Smith 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


3 Out Of 5 Searches Are Done Via Mobile Devices Today Source: Google The New Multiscreen World – August 2012


Search On A Smartphone Every Day Search from Product Information Consume News Via Their Mobile Device Watch Video Once A Month Watch Video Every Day Multitask 68% 57% 51% 59% 63% 53% 76% 76% 16% 25% 80% 86% Source: Google Our Mobile Planet June 2012

Classic Story Arc x = time y = tension opening scene climax dénouement Earned Media beginning middle end Adapted from Lou Hoffman - 72 Hours – 96 Hours

The News Story ARC…..Story Spike x = time y = change Old Way New Way future storytelling fodder Adapted from Lou Hoffman -

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

Map your content to the customer’s buying process

The Human Brain Processes Visual Information 60,000 Times Faster Than Text

* 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 More Multimedia = More Views

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

Content such as Blog Posts & YouTube videos Educate Customers to the point where they’re ready to buy 57% More confidant of making a purchase online

Online distributions with photos Customized Multimedia with Multiple Pieces of Content Engagement Platforms That Allow for Continuous Updates Photo (image such as photo, logo or infographic) Photo + Video + Audio + PDFs + Dedicated Page Photo + Dynamic Video + Dedicated HTML Page + Strategic Placement We Need To syndicate content IN Multiple Formats

Content Must Be Mapped To Business Objectives

Content Must Be Appealing

Content Must Be Easy To Be Found

Publish a steady stream of content Keep it relevant & interesting TRUST RELIABILITY DELIGHT

1 CONVERGENCE of Paid/Earned/Owned is blurring lines between corporate content from how it’s created to who and how it is being curated. 2 SYNDICATION through a variety of channels is critical in achieving audience engagement. 3 CONVERSATION around your message organically is the first step to effective content marketing to ensure it’s seen, searched, and shared. 3 KEY TAKEAWAYS

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

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