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Traditional Public Relations Model
The model has changed....
The Need
The traditional media is no longer the public’s only source of information.
The Need
JournalistJournalist
““In 1965, 80 percent of adults could In 1965, 80 percent of adults could be reached with three 60 second TV be reached with three 60 second TV spots. Today it requires117 prime spots. Today it requires117 prime time Commercials to produce the time Commercials to produce the same result” (Jim Stengel, CMO, same result” (Jim Stengel, CMO, P&G)P&G)
““In 1965, 80 percent of adults could In 1965, 80 percent of adults could be reached with three 60 second TV be reached with three 60 second TV spots. Today it requires117 prime spots. Today it requires117 prime time Commercials to produce the time Commercials to produce the same result” (Jim Stengel, CMO, same result” (Jim Stengel, CMO, P&G)P&G)
Michael PranikoffMichael PranikoffDirector, Emerging MediaDirector, Emerging Media
PR NewswirePR Newswire
[email protected]@prnewswire.comwww.delicious.com/michaelpranikoffwww.delicious.com/michaelpranikoff
Twitter / @mpranikoffTwitter / @mpranikoff
Twitter Event Hashtag: #prnclTwitter Event Hashtag: #prncl
客户客户 美通社中国服务团队美通社中国服务团队
美通社全球总部美通社全球总部
中国平面媒体中国平面媒体
中国网站和数据库中国网站和数据库
中国多种新媒体渠道中国多种新媒体渠道
外国驻华媒体外国驻华媒体
国际报刊 /杂志国际报刊 /杂志
国际专业出版物国际专业出版物
国际网站 /数据库国际网站 /数据库
国际电台 /电视台国际电台 /电视台
国际社交媒体及新媒体渠道国际社交媒体及新媒体渠道
美通记者在线美通记者在线
公众公众
公众公众
公众公众
公众公众
公众公众
公众公众
公众公众
公众公众
公众公众
To Reach All Target Audience Through ONE Channel
““VideoVideo is the is the new new
Voice!Voice!”” John Chambers, John Chambers,
CEO CiscoCEO Cisco
CONTENT CONTENT is is
Principles to communicating your message today
Rich video content that educates and activates
Engage influentials to play the message forward
Listen and learn from what the audience is saying
Dominate organic search engine presence to capture information seekers and local media
National reach with ability to focus locally
Engagement construct
Easy access to thought-leaders/experts and content to complement Chase’s voice
Rich EngagingContent
DynamicallyUpdatableContent
Custom Distribution
Robust OnlineNewsroom
CentralizedAssets
Measurement Beyond the Numbers
Deep Social Media
Engagement
Access to Industry Experts
SearchOptimizedContent
All assets, in one location ready for rapid deployment
Public Relations
Marketing
Companies want:
• Direct access to consumers
• Opportunities to engage with audiences
• Viral messaging
• Analytics, ROI
They want to communicate in a way that combines PR, Marketing and Advertising.
Advertising
Convergence
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Engage with the Chinese Consumers
Embedded Video player for the news release
Customized background
Call for action button
Thumbnail for high-resolution photo
Related documents and social media tools
http://www.multivu.com/players/English/46590-PRNewswire-Engage-Opportunity-Everywhere/
Convergence in action
ARC enables viral distribution & dynamic updating
Campaign Launch Emails
Customer email – all segments
PR eBlast & banners on external newsletters
IR eBlast & banners on external newsletters Marketing eBlast
http://promotions.prnewswire.com/ARC_engage.html
Video & White Paper Landing Page
Collecting Leads in Marketo Database
White paper landing page with Marketo forms
Emails
ARC
Banners, social & search
Marketo Lead Database
31
Campaign overview
• Through 11/18, there have been a total of 2,533 downloads from all marketing efforts including– ARC platform
– House blasts
– PRWeek email promo
– IR Magazine email promo
– Marketo user summit followup
– Launch page for social media channels
– Campaign advertising (online, LinkedIn, SEM)
• Current downloads– Content is Marketing – 1,309 downloads (75 additional)
– PR Rising – 675 downloads (21 additional)
– IR Rising – 549 download (24 additional)
32
Campaign overviewTotal Conversions – Net New vs. Known Contacts
• 1,852 total net new contacts generated since launch– 111 additional since last report
• 681 known contacts generated since launch– 9 additional since last report
• By whitepaper– Marketing is content (1,051 net new, 258 known)
– PR Rising (471 net new, 204 known)
– IR Rising (330 net new, 219 known)
“Share” button allows viewers to embed the ARC into their blogs or Web sites.
ARC Content
blog
blog
fan site
blog
company site
news site
blog
fan site
blog
DistributesUpdates
Our Shining Example NY Fan Page Our Shining Example NY Fan Page has hit more than 1000 fans within has hit more than 1000 fans within four hours of launching our four hours of launching our campaign...campaign...So exciting to see such results!So exciting to see such results!
Gayle NowakGayle NowakHaggman AdvertisingHaggman Advertising
