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

michael.pranikoff@prnewswire.commichael.pranikoff@prnewswire.comwww.delicious.com/michaelpranikoffwww.delicious.com/michaelpranikoff

Twitter / @mpranikoffTwitter / @mpranikoff

Twitter Event Hashtag: #prnclTwitter Event Hashtag: #prncl

““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

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

24

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)

25

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

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 to complete a news report

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

• 57.7% of journalists indicated they would “follow over the long term” enterprise or organization microblogs that were related to industry sectors they were in charge of covering

The Fast-Changing Media Landscape in China

• When asked, "If a news lead was obtained through social media, would you 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 verify the 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.comPageview:18,4000 (within 24 hours after the distribution)

Social Media Communications Case in China

Engage with the Chinese Consumers

Engage with the Chinese Consumers