Embed Size (px)
Citation preview
ACH
9 New Digital Trends Re-Shaping PR
Arik C. Hanson, ACH Communications
Aug. 11, 2015
FPRA
ACH ACH
ABOUT ARIK
• 20 years agency, corporate; #SoloPR since 2009; @arikhanson
• Blogger, podcaster, e-newsletter maker, board member, event organizer
FPRA
ACH ACH
9 Trends Everyone is Talking About
• Content marketing! Content marketing! Content marketing!
• Instagram = so hot right now• Facebook is now officially an advertising
platform• Mobile (for about the 9th year in a row)• Podcasting = so hot right now• EMOJIS are everywhere (even in news
releases)• Is Twitter dying? (Atlantic article)• Digital brand magazines (just read Contently)• Live social video is here—and is so freaking
easy!FPRA
ACH ACH
9 Trends you SHOULD be Thinking About
FPRA
ACH ACH
#1
The Bite-Sized News Feed
FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH
What does this mean for you?
• Consider ALL the channels media are using to distribute when pitching
• Are you packaging the content you’re pitching for Snapchat, Instagram and Facebook?
• Consider using social networks to tell longer stories (more on this in a moment).
FPRA
ACH ACH
#2The Impending Contentapocolypse
FPRA
ACH ACH
432,000
421,920,000
500,000,000
58,000,000
FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH
ACH ACH
What does this mean for you?
• Focus on QUALITY over QUANTITY• Advanced storytelling techniques (Google
News Lab)• Go deep with your stories
FPRA
ACH ACH
#3Is the corporate blog still content marketing’s “home base”?
FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH
What does this mean for you?
• Consider how you can syndicate blog content.• How can you use your organization’s “super
influencers” to reach more people?• Don’t listen to the pundits.
FPRA
ACH ACH
#42014: Facebook Zero.
2015: Twitter Zero.
2016: Instagram Zero?
FPRA
ACH ACH FPRA
ACH ACH
Is Instagram Zero really a possibility?
“Across more than 400 campaigns measured globally with Nielsen Brand Effect, ad recall from sponsored posts on Instagram was 2.8x higher than Nielsen’s norms for online advertising.”
“Now, as we look to build on this momentum, we’re focused on three key areas: Expanding ad offerings to include action-oriented formats, enabling more targeting capabilities, and making it easier for businesses large and small to buy ads on Instagram.”
* Source: Instagram
ACH ACH
What does this mean for you?
• Don’t over-rely on social channels.• Don’t over-rely on engagement metrics,
either (you may end up paying for ALL of them eventually)
FPRA
ACH ACH
#5Is live social video really the next big thing?
FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH
What does this mean for you?
• Resist “Shiny Object Syndrome”• Experiment slowly with live social video—it
will evolve.• Stay within brand guidelines—don’t dilute
your brand for the sake of staying “on trend.”
FPRA
ACH ACH
#6Breaking news = redefined (again)
FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH
What does this mean for you?
• New breaking news model: Earned + Owned + PAID
• Blog posts = the new news release?• Re-evaluate how you and your clients “break
news”
FPRA
ACH ACH
#7The NEXT generation of wearables/VR will significantly impact brand storytelling
FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH FPRA
ACH ACH
What does this mean for you?
• The future is NOW. • VR is NOT outside our wheelhouse.• Start testing and experimenting with the tech.
FPRA
ACH ACH
#8IoT *will* impact PR
FPRA
ACH ACH
No, really.
• IoT and crisis communications• Data100000 = storytelling fodder• It’s all about the value exchange
FPRA
ACH ACH FPRA
ACH ACH
ACH ACH
#9The Ever-Widening PR/Social Skills Gap
FPRA
ACH ACH
64% - Value traditional PR skills when hiring senior/junior talent
20% - Value digital skills when hiring senior/junior talent.
Digital skills don’t rank in the top 5 for skills sought for senior-level leaders.
FPRA
ACH ACH
What does this mean for you?
• Senior-level? Take a leadership role with digital.
• Junior-level? Help senior folks get smarter.• In the middle—help the TEAM make progress.
FPRA
ACH ACH
9 Trends you SHOULD be Thinking About
FPRA
• The Bite-Sized News Feed• The impending Contentapocalypse• Is the corporate blog still content marketing’s “home base?”• Instagram Zero• Is social video really the next big thing?• Breaking news=redefined (again)• The next gen of wearables/VR will impact storytelling•IoT *will* impact PR• The ever-widening PR/social media skills gap
