Global CEO of PR Newswire Ninan Chacko How to Stand Out by Taking Advantage of Multimedia and Social Media

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How to Stand Out!The American Chamber of Commerce

Shanghai

Ninan Chacko

CEO, PR Newswire

Wednesday, May 18th, 2011





Traditional Public Relations Model

The model has changed....

The Need



The traditional media is no

longer the public’s only sourceof information.

The Need

http://www.facebook.com/?ref=logo



Journalist



“In 1965, 80 percent of adults could be

reached with three 60 second TV spots.Today it requires117 prime timeCommercials to produce the same result”

(Jim Stengel, CMO, P&G)



Michael Pranikoff

Director, Emerging Media

PR Newswire

[email protected]

www.delicious.com/michaelpranikoff

Twitter / @mpranikoff

Twitter Event Hashtag: #prncl









“Video is

the newVoice!”

John Chambers, CEOCisco







Principles to communicating your message today



Rich video content that educatesand activates

Engage influentials toplay the messageforward

Listen and learnfrom what theaudience is saying

Dominate organic search engine presence tocapture information seekers and local media

National reach withability to focus locally

Engagement construct

Easy access to thought-leaders/experts andcontent to complementyour voice

Rich

Engaging

Content

Dynamically

Updatable

Content

Custom

Distribution

Robust Online

Newsroom

Centralized

Assets

Measurement Beyond

the Numbers

Deep Social

Media

Engagement

Access to

Industry

Experts

SearchOptimized

Content

All assets, in one

location ready for rapiddeployment



PublicRelations

Marketing

Companies want:

• Direct access to consumers

• Opportunities to engage withaudiences

• Viral messaging

• Analytics, ROI

They want to communicate in a way that

combines PR, Marketing andAdvertising.

Advertising

Convergence







© 2010 Marketo, Inc. Marketo Proprietary and Confidential



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 & bannerson external newsletters

IR eBlast & banners onexternal newsletters Marketing eBlast



http://promotions.prnewswire.com/ARC_engage.html

Video & White Paper Landing Page





Collecting Leads in Marketo Database

White paper landing page withMarketo forms

Emails

ARC

Banners, social & search

Marketo Lead Database



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Campaign overview

• After a number of weeks, there were a total of 2,533 downloads fromall 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)



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Campaign overview

Total 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 blogsor Web sites.





ARC Content

blog

blog

fan site

blog

company site

news site

blog

fan site

blog

DistributesUpdates





Our Shining Example NY Fan Page has

hit more than 1000 fans within four hours of launching our campaign...So exciting to see such results!

Gayle NowakHaggman Advertising



The Fast-Changing Media Landscape in China• Over 60% of journalists have used

social media to obtain news leads or

conduct an interview in order tocomplete a news report

• 47.7% of journalists indicate that they“regularly use” microblogs

• 57.7% of journalists indicated theywould “follow over the long term”

enterprise or organization microblogsthat were related to industry sectorsthey were in charge of covering



The Fast-Changing Media Landscape in China

• When asked, "If a news lead was obtained through social media, wouldyou seek verification before choosing to report it?" Over half (51.66%) of

journalists indicated that they would "always seek verification." However,the survey also revealed that journalists considered the authority and

trustworthiness of the identity of the information's "producer" and"disseminator" an important factor in whether they would seek to verifythe news lead.



RT:1,653

Comment:689

Source:Sina Weibo

Social Media Communications Case in China



Nana’s Green Tea

RT: 4,8449 Source:Kaixin001.com

Pageview:18,4000 (within 24 hours after the distribution)

Social Media Communications Case in China



Engage with the Chinese Consumers



Engage with the Chinese Consumers





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Global CEO of PR Newswire Ninan Chacko How to Stand Out by Taking Advantage of Multimedia and Social Media