How to Keep Your Content Relevant in the Age of the Selfie

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Information about How to Keep Your Content Relevant in the Age of the Selfie
Marketing

Published on March 5, 2014

Author: au1153

Source: slideshare.net

Description

Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff. Selfie has been named the word of 2013 by Oxford Dictionaries. It seems like everyone is taking selfies these days and are the latest in a major shift in content creation over the last several years. So how can a brand compete and stand out to get your message seen?
Brand content now needs to be relevant to its audience and to generate both awareness and attention. Savvy brands have started taking cues from their target audience.

@mpranikoff #prnselfie

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

Definition of selfie in English: selfie Syllabification: sel·fie (also selfy) NOUN (PLURAL SELFIES) • informal •a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website:occasional selfies are acceptable, but posting a new picture of yourself everyday isn’t necessary Origin early 21st century: from self + -ie. @mpranikoff #prnselfie

@mpranikoff #prnselfie

@mpranikoff #prnselfie

Robert Cornelius – 1830 Believed to be the first “self portrait” Source: Wikimedia / Library of Congress @mpranikoff #prnselfie

Francisco de Goya y Lucientes Self-Portrait in the Workshop Dated 1790-1795 @mpranikoff #prnselfie

Van Gogh Self Portrait 2 - 1889 @mpranikoff #prnselfie

Van Gogh Selfie 2 - 2014 @mpranikoff #prnselfie

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Brian Sheehan Associate Professor of Advertising, S.I. Newhouse School of Public Communications, Syracuse University @mpranikoff #prnselfie

@mpranikoff #prnselfie

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Source: Loveworks by Brian Sheehan @mpranikoff #prnselfie

Source: Loveworks by Brian Sheehan @mpranikoff #prnselfie

EQ > IQ EMOTIONS TRUMP INTELLIGENCE @mpranikoff #prnselfie

@mpranikoff #prnselfie

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

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 #prnselfie

Lucas Herscovici Vice President Digital Marketing for North America at Anheuser-Busch InBev @mpranikoff #prnselfie

@mpranikoff #prnselfie

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

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

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

89% 90% Global Average – 92% 94% 92% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #prnselfie

58% 64% Global Average – 62% 60% 69% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #prnselfie

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 #prnselfie

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 @mpranikoff #prnselfie

@mpranikoff #prnselfie

Using multimedia in your releases increases journalist and public engagement By 35% According to internal sample research comparing press releases that contain multimedia with those that do not. @mpranikoff #prnselfie

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 & grant permission for engagement @mpranikoff #prnselfie Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp.

Source: http://flic.kr/p/fBfbK5 Source: http://www.preppypinkcrocodile.com/2013/09/review-phillip-lim-for-target-and.html @mpranikoff #prnselfie

Source: http://sierratierra.com/customers-instagram-photos/ @mpranikoff #prnselfie

Source: http://prn.to/1m5QQvX @mpranikoff #prnselfie

@mpranikoff #prnselfie

Source: http://prn.to/1imUToK @mpranikoff #prnselfie

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

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

@mpranikoff #prnselfie

@mpranikoff #prnselfie

@mpranikoff #prnselfie

@mpranikoff #prnselfie

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After 3 Days After 30 Days @mpranikoff #prnselfie

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Content Must Be Mapped To Business Objectives @mpranikoff #prnselfie

Content Must Be Appealing @mpranikoff #prnselfie

@mpranikoff #prnselfie

@mpranikoff #prnselfie

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

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 #prnselfie Our products & services help you continually ENGAGE your target audiences.

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