Best practices in social media & PR 2016 - by PRecious Communications

© PRecious Communications 2016 1

Lars Voedisch

Principal Consultant

[email protected]

@larsv

Impact & Implications of Latest PR Trends & Developments in 2016



Key Trends for Communicators

SCOPE AND DEPTH

STORY AND CONTENT

TECH, DATA AND

ANALYTICS


SCOPE & DEPTH

SCOPE AND DEPTH Integration is key

• Value of paid media is more important now – how will

you amplify and complement your PR content?

• Increased emphasis on pro-active social media

engagement

• Strategic PR is connecting with sales, not fighting it

anymore

• Because digital is becoming ubiquitous, reputation is

more important than ever

• Authenticity is key and drives brand culture towards

humanization – audiences want to connect; look behind

the curtains


Focusing on the Why


People buy products not only for their function but how they feel and associate with the product, e.g. Apple – Simplicity Harley Davidson - Freedom


WHY

WHAT

HOW

Only a coherent internal experience can deliver a coherent consumer experience



STORY & CONTENT


More noise, more scattered media consumption

Content marketing is any marketing that involves the creation

and sharing of media and publishing content in

order to acquire and retain customers.

The type of content businesses share is closely related to what they

sell. However, the content's main focus is on the needs of the

prospect.

This information is consistently delivered and can be presented in a

variety of formats, including news, video, white papers, e-

books, infographics, email newsletters, case studies, podcasts, how-to

guides, question and answer articles, photos, blogs etc.

Source: Wikipedia


CONTENT MARKETING

Content marketing is any marketing that involves the creation

and sharing of media and publishing content in

order to acquire and retain customers.

The type of content businesses share is closely related to what they

sell. However, the content's main focus is on the needs of the

prospect.

This information is consistently delivered and can be presented in a

variety of formats, including news, video, white papers, e-

books, infographics, email newsletters, case studies, podcasts, how-to

guides, question and answer articles, photos, blogs etc.

Source: Wikipedia


CONTENT MARKETING

It’s about THEM, not you!


CONTENT MARKETING

Source: Reuse Marketing Campaign Content on Social Media

• Classic story telling techniques will remain – great stories will

shine

• Mega trend: Rising above the tidal wave of information density to

stand out.

- The amount of information on the web is expected to increase by

400% in the next four years.

• Visual content is more important than ever - videos, pictures,

graphics. Ideally, it has to be interactive

• Content will be personalized e.g Coca Cola’s Share Your Coke Campaign


STORY AND CONTENT Knowing WHY the message is getting shared

• What are you selling?

• What’s your ultimate PR objective, the end goal?

– The outcome

– The “So What” ?!

• Do you know where which

parts of your PR strategy

are targeting at?

• Are you optimizing vs. (re-

)targeting your efforts?


CONTENT MARKETING Content Lifecycles and Sales Funnel



https://www.facebook.com/sgministryofmanpower/videos/949811611734773/

https://www.facebook.com/sgministryofmanpower/videos/949811611734773/?fref=nf




https://www.youtube.com/watch?v=FbY5tJu7dk4







• Important to know your customer s needs, instead of just creating generic content

• If you know what your

customers are seeking from you in terms of the product or service you offer, you’re more than halfway there.


TECH, DATA AND ANALYTICS

• Moving past the notion that PR people are purely

creatives - It requires a hyper analytical mind able to

quickly dissect products, competitors and markets.

• Have to adapt this new mobile and social web that is

global and real time

• Innovate – adopt digital technology & big data

strategies


SCIENCE, DATA AND ANALYTICS Embrace and implement


Leveraging tech to aid PR

Tools Technology

Trends


CONTENT MARKETING


CONTENT MARKETING


CONTENT MARKETING


CONTENT MARKETING


Leveraging tech to aid PR

What are UTM codes, and why are they important?

• “UTM” stands for “Urchin tracking module.” Urchin Software

Corporation was acquired by Google in 2005, and their software laid

the groundwork for what we now know as Google Analytics.

• If you’re spending a lot of time in social media, you might be publishing hundreds of new links per day. UTM codes help you track

the performance of each of those links so you can see where your

traffic is coming from.


The 3 Essential Questions a UTM Link Can Answer

• A link should be able to help you answer some basic questions

about your web traffic:

1. Source: Where is the traffic coming from?

2. Medium: How is it getting to me?

3. Campaign: Why is it coming to me?

Essentially, UTM codes tell the story of how your traffic is coming to

you.


http://www.preciouscomms.com/blog/?utm_sourc

e=facebook&utm_medium=social&utm_campaig

n=trends


The Press Release – still relevant…


The Press Release – still relevant…

Is Press Release still relevant today?

Let’s look at the benefits of Press Releases

• Increased traffic from strategic keyword placement

• Page rank improvements from implied links

• Distribution and referral traffic across news outlets

• Fresh content for frequent indexing and authority potential

• Widespread exposure from social sharing activities

• Sourceable content for journalists and interested parties


Take a look at how a Nintendo press release drove 500,000 views in a single day


New Elements of a Strong Press Release

• How do I create a press release that drives traffic and increases

brand recognition?

The answer: By employing best practices per Google’s demand for high-quality content (links, multi-media)

Regardless of type, the essential elements of a strong press release

should work together to serve the purpose of providing the most

valuable experience a reader can have with your content.



Nintendo played on

the name of their

new VP of Sales,

joking about his

relation to their

popular character

Bowser. It not only

rendered it incredibly

relevant to video

game fans across the

globe, but also

journalists looking for

content with

substance.


Nintendo played on

the name of their

new VP of Sales,

joking about his

relation to their

popular character

Bowser. It not only

rendered it incredibly

relevant to video

game fans across the

globe, but also

journalists looking for

content with

substance.


In summary Why and for whom?

SCOPE AND DEPTH

STORY AND CONTENT

TECH, DATA AND

ANALYTICS

Why What How


STORY AND CONTENT Knowing WHY the message is getting shared

Kevin Spacey

https://www.youtube.com/watch?v=NJnP2wsgnoA





Lars Voedisch

Principal Consultant

[email protected]

@larsv