Post on 13-May-2015
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@mpranikoff #BOLO2013
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@mpranikoff #BOLO2013
Michael PranikoffGlobal Director, Emerging Media
PR Newswirehttp://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
10% 20% 30% 40% 50% 60% 70% 80% 90%10%
20%
30%
40%
50%
60%
70%
80%
90%
Custom PrintDirect Mail
General Sites
Conferences
Exhibitions
Topic Specific Sites
Smartphones
Own Sites
Own Social
Print Directories
Print Magazines
Own Events
Print Newspaper
PR
Collateral
Search
Ads on Social Nets
Sponsorship
Vertical Search
Virtual Exhibitions
WebinarsTablets
B2B
Cons
umer
Source: Outsell 2013 Advertising and Marketing Study
Consumer RatesMethod More Effective
B2B Rates MethodMore Effective
Blue = Digital, Orange = Traditional
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
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@mpranikoff #BOLO2013
BRANDCurrency = Content
AUDIENCECurrency = Personal Info
Jane Smithjane.smith@xyz.com555-555-5555CEO, XYZ Corp.
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 #BOLO2013
“
Source: http://www.businessweek.com/articles/2013-10-03/patagonias-robert-cohen-on-the-retailer-customer-relationship
Robert Cohen, VP Global Retail
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919
@mpranikoff #BOLO2013
90%
92%
94%
89%
Global Average – 92%
Source: Nielsen Global Trust in Advertising – April 2013
@mpranikoff #BOLO2013
52%
73%58%
44%
Global Average – 58%
Source: Nielsen Global Trust in Advertising – April 2013
@mpranikoff #BOLO2013
61%
69%58%
48%
Global Average – 58%
Source: Nielsen Global Trust in Advertising – April 2013
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
* 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 #BOLO2013
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@mpranikoff #BOLO2013
Source: http://buswk.co/1gfhBi5
William McComb - CEO
“
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
Research data, funny videos, curated lists, infographics, thought leadership
Thought leadership and entertainment to build brand and awareness
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Source: Marketo
@mpranikoff #BOLO2013
Story
Time
@mpranikoff #BOLO2013
State Farm identified the top three States (Texas, Illinois, & Ohio) as well as the top 10 States where there were Thanksgiving Day related cooking fires.
The goal was to raise awareness of cooking related Thanksgiving Day fires in order to reduce claims. State Farm did this by connecting multiple forms of content into a single format that people would want to view and share.
TX IL OH
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$1M $1M $1M
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
@mpranikoff #BOLO2013
TRUST RELIABILITY DELIGHT
Publish a steady stream of content
Keep it relevant & interesting
@mpranikoff #BOLO2013
Source: http://www.thisblogrules.com/wp-content/uploads/2009/11/thank-you-for-sign.jpg
@mpranikoff #BOLO2013
Michael PranikoffGlobal Director, Emerging Media
PR Newswirehttp://about.me/michaelpranikoff
michael.pranikoff@prnewswire.com
Twitter / @mpranikoff