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Cision Webinar Slides: A Look at PR Trends — Current Tactics and Emerging Strategies

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Cision
Cision

As technology changes, so do consumers’ consumption habits. The media landscape has evolved from print media, TV and radio to blogs, applications, wearable tech and more. As communicators, it is our job to understand and navigate the tools and platforms our audience uses, and determine if they’re an appropriate way to engage with our market. All while tracking and measuring the impact that our efforts have on the bottom line. Join CEO of Belle Communications Kate Finley and Cision’s social media manager Lisa Denten for this complimentary 45-minute webinar where they will discuss: • How to Detect Emerging Trends and Figure Out if You Should Jump On-Board • Real-Time Marketing for Brands • The Blurred Lines of PR • Practical Opportunities for Measuring the Impact of PR and Social Media

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A Look at PR Trends: Current Tactics and Emerging Strategies How to use trends and tools to enhance your relevance within PR and your client industries. @KateUpdates @Cision #cision {Kate Finley CEO, Belle Communications @KateUpdates {Lisa Denten Social Media Manager, Cision @Cision 4
About Me ... @KateUpdates @Cision #cision 5
@KateUpdates @Cision #cision People who make things more complex than they are either know less than they think, or [they] are trying to sell you something. - Jay Baer, Convince and Convert { Read this ... 6
What to Expect ... • Toolkit review and new tools ... dig or ditch! • Trend-spotting and how to pinpoint industry influencers • Trends in PR: Brand Journalism and RTM • The blurred lines of PR: Earned, Paid, Shared, Owned • How to measure what matters and think BIG @KateUpdates @Cision #cision 7
What’s in Your Toolkit? @KateUpdates @Cision #cision 8
@KateUpdates @Cision #cision Dig or Ditch • Toolkit overwhelm • Process: Discover > digest > dig it <> ditch it. Repeat. • If a tool isn’t working ... you’re wasting time and resources. • Use each tool to its full potential. The more multi-purpose, the better. Ask yourself: Is this tool really making my life easier? If the answer is ‘no,’ then time to ditch and move on. #Cision { } Tweetable Tip: 9
Toolkit Tuesdays @KateUpdates @Cision #cision 10
My Toolkit ... @KateUpdates @Cision #cision In 2013 Apple’s App Store reported customers {spent more than $10 billion on apps. #Cision} Tweetable Tip: 11
Trend Spotting ... • LinkedIn Pulse + Groups • Twitter Lists • Feedly @KateUpdates @Cision #cision 12
• PR industry, content marketing, social media + SEO • Client industries • Competitors • Partners and internal teams • Media influencers You don’t have to be the first to spot a trend -- you just have to follow the people who spot trends first. #Cision { } Follow the Experts Tweetable Tip: @KateUpdates @Cision #cision 13
Twitter Lists ... Don’t reinvent the wheel. Save time by following {top Twitter lists created by others. #Cision } • TwitListManager • Cision Influencers • Post Planner 101 Best Twitter Lists to Follow • http://www.postplanner.com/101-best-twitter- lists-to-follow/ Tweetable Tip: @KateUpdates @Cision #cision 14
Feedly ... • Industry News • Content Ideas • Social Media Content • Trending topics • Competition @KateUpdates @Cision #cision 15
LinkedIn • Pulse • Groups • Target audience insights • Trending topics • Competition Tweetable Tip: @KateUpdates @Cision #cision Re-purpose popular @LinkedIn group discussions into blog posts and enews content tailored to your target audience. #cision { } 16
Think BIG. @KateUpdates @Cision #cision 17
Trends to Watch @KateUpdates • Brand Journalism • Real-Time Marketing @Cision #cision 18
@KateUpdates @Cision #cision Brand Journalism Brand journalism is the opportunity to tell your brand’s story through creative, engaging and often interactive content housed on your own website. This content can take a variety of forms and often includes user-generated content. 19
@KateUpdates @Cision #cision • Entire site • Embed (individual pages) • Social Hub • Event / promotion specific { } Brand Journalism Tweetable Tip: Videos on landing pages increase conversions by 65%. #Cision 20
MiracleGro.com @KateUpdates @Cision #cision 21
MiracleGro.com • About YOU • Intuitive • A reason to come back ... • Visually reinforces the brand • Playful ‘About Us’ @KateUpdates @Cision #cision 22
Toolkit Alert: Rebel Mouse http://www.ge.com/news/social @KateUpdates @Cision #cision 23
Rebel Mouse https://www.rebelmouse.com/TMobileBreakUpLetter/ @KateUpdates @Cision #cision 24
Rebel Mouse http://www.nbcnews.com/anncurry @KateUpdates @Cision #cision 25
Real-Time Marketing Real-time marketing is marketing (across channels) that can’t be completely pre-planned and often coincides with breaking news, current events or happenstance opportunities. @KateUpdates @Cision #cision 26
Real-Time Marketing • 95% of live TV conversations happen on Twitter. • The majority of brands engaging in RTM fall flat. @KateUpdates @Cision #cision Use real-time marketing in combination with ad buys to increase engagement and branding across channels. #Cision { } Tweetable Tip: 27
RTM: Jimmy Fallon’s Truck @KateUpdates @Cision #cision 28
RTM: Honda Odyssey h/t Gini Dietrich @KateUpdates @Cision #cision 29
RTM: #Oscars2014 @KateUpdates @Cision #cision 30
RTM Strategy: Have One. • Add real-time marketing within your social media strategy • Think through best practices in ways that minimize red tape • Consider how email fits within RTM • Monitor trending hashtags and Twitter lists @KateUpdates @Cision #cision Real-time marketing is new. It’s PR’s responsibility to responsibly integrate this tactic across marketing channels. #Cision { } Tweetable Tip: 31
So ... Who Implements this stuff? SEO @KateUpdates @Cision #cision Sponsored Posts Real-Time Marketing Social Media Advertising Blogging Keyword Research Integration Native Advertising 32
The Blurred Lines of PR Paid + Earned + Shared + Owned = PR now. Image from Onbile.com. @KateUpdates @Cision #cision Read this ... March 29th! 33
• How can PR compliment and support other marketing initiatives? • Paid: Sponsored Content (Native Advertising) • Paid: Social media ad buys • Owned: Blogging Sponsored content doesn’t have to go viral to be effective. Targeted, useful content + engaging visuals = lead potential. #BelleTip { } Think BIG ... Tweetable Tip: @KateUpdates @Cision #cision 34
Owned: Relevant + Ranking Tweetable Tip: @KateUpdates @Cision #cision Blog headlines should contain 66 characters or less to display fully within search results. #Cision { } 35
Measurement ... @KateUpdates @Cision #cision 36
@KateUpdates @Cision #cision Trend: Think BIG with Data • What does the data mean? • How does this data relate back to what we’re trying to measure? • Where’s the missing data? • If it were my business, what would I want to know? • Know when to DITCH unnecessary data. 37
Measure the Right Things • Tangible Measurement • Site traffic • New leads • New sales (retail and online) • More robust sales (add ons) • Decreased site bounce rates • E-Newsletter opt-ins • Product Trials • Content incentives • Web and Social Analytics @KateUpdates @Cision #cision 38
Toolkit Alert: SEO Check • Fruition’s Google Penalty Checker @KateUpdates @Cision #cision https://fruition.net/ 33% of traffic from Google’s organic search {results go to the first item listed. #Cision } Tweetable Tip: 39
Making Sense of Data https://datasense.withgoogle.com/course @KateUpdates @Cision #cision Tweetable Tip: Spending on marketing analytics is expected to increase 60% by 2015. (Source: CMO Survey) #Cision { } 40
Data Dashboards • PR campaign impact, media relations, social media and relevance • Create custom dashboards with Google Analytics • Simple or complex SEO leads have a 14.6% close rate, while print and {direct mail close at a 1.7% rate. #Cision } Tweetable Tip: Image from BrandWatch.com. Source: Search Engine Journal @KateUpdates @Cision #cision 41
Key Takeaways • Dig it or DITCH IT. • Uncover trends through influencers. • Acknowledge and embraced the blurred lines. • Measure what matters. • Think BIG. @KateUpdates @Cision #cision 42
{@KateUpdates @Cision #cision The goal of life is not perfection. Life is found in the process and pursuit of the extraordinary. 43
Thank you! Follow me on Pinterest.com/KateUpdates or connect with me LinkedIn.com/in/KateFinley.{ @KateUpdates @Cision Kate Finley, @KateUpdates Belle Communications Kate@ThinkBelle.com ThinkBelle.com 44

More Related Content

Cision Webinar Slides: A Look at PR Trends — Current Tactics and Emerging Strategies

  • 1. A Look at PR Trends: Current Tactics and Emerging Strategies How to use trends and tools to enhance your relevance within PR and your client industries. @KateUpdates @Cision #cision {Kate Finley CEO, Belle Communications @KateUpdates {Lisa Denten Social Media Manager, Cision @Cision 4
  • 2. About Me ... @KateUpdates @Cision #cision 5
  • 3. @KateUpdates @Cision #cision People who make things more complex than they are either know less than they think, or [they] are trying to sell you something. - Jay Baer, Convince and Convert { Read this ... 6
  • 4. What to Expect ... • Toolkit review and new tools ... dig or ditch! • Trend-spotting and how to pinpoint industry influencers • Trends in PR: Brand Journalism and RTM • The blurred lines of PR: Earned, Paid, Shared, Owned • How to measure what matters and think BIG @KateUpdates @Cision #cision 7
  • 5. What’s in Your Toolkit? @KateUpdates @Cision #cision 8
  • 6. @KateUpdates @Cision #cision Dig or Ditch • Toolkit overwhelm • Process: Discover > digest > dig it <> ditch it. Repeat. • If a tool isn’t working ... you’re wasting time and resources. • Use each tool to its full potential. The more multi-purpose, the better. Ask yourself: Is this tool really making my life easier? If the answer is ‘no,’ then time to ditch and move on. #Cision { } Tweetable Tip: 9
  • 7. Toolkit Tuesdays @KateUpdates @Cision #cision 10
  • 8. My Toolkit ... @KateUpdates @Cision #cision In 2013 Apple’s App Store reported customers {spent more than $10 billion on apps. #Cision} Tweetable Tip: 11
  • 9. Trend Spotting ... • LinkedIn Pulse + Groups • Twitter Lists • Feedly @KateUpdates @Cision #cision 12
  • 10. • PR industry, content marketing, social media + SEO • Client industries • Competitors • Partners and internal teams • Media influencers You don’t have to be the first to spot a trend -- you just have to follow the people who spot trends first. #Cision { } Follow the Experts Tweetable Tip: @KateUpdates @Cision #cision 13
  • 11. Twitter Lists ... Don’t reinvent the wheel. Save time by following {top Twitter lists created by others. #Cision } • TwitListManager • Cision Influencers • Post Planner 101 Best Twitter Lists to Follow • http://www.postplanner.com/101-best-twitter- lists-to-follow/ Tweetable Tip: @KateUpdates @Cision #cision 14
  • 12. Feedly ... • Industry News • Content Ideas • Social Media Content • Trending topics • Competition @KateUpdates @Cision #cision 15
  • 13. LinkedIn • Pulse • Groups • Target audience insights • Trending topics • Competition Tweetable Tip: @KateUpdates @Cision #cision Re-purpose popular @LinkedIn group discussions into blog posts and enews content tailored to your target audience. #cision { } 16
  • 14. Think BIG. @KateUpdates @Cision #cision 17
  • 15. Trends to Watch @KateUpdates • Brand Journalism • Real-Time Marketing @Cision #cision 18
  • 16. @KateUpdates @Cision #cision Brand Journalism Brand journalism is the opportunity to tell your brand’s story through creative, engaging and often interactive content housed on your own website. This content can take a variety of forms and often includes user-generated content. 19
  • 17. @KateUpdates @Cision #cision • Entire site • Embed (individual pages) • Social Hub • Event / promotion specific { } Brand Journalism Tweetable Tip: Videos on landing pages increase conversions by 65%. #Cision 20
  • 19. MiracleGro.com • About YOU • Intuitive • A reason to come back ... • Visually reinforces the brand • Playful ‘About Us’ @KateUpdates @Cision #cision 22
  • 20. Toolkit Alert: Rebel Mouse http://www.ge.com/news/social @KateUpdates @Cision #cision 23
  • 22. Rebel Mouse http://www.nbcnews.com/anncurry @KateUpdates @Cision #cision 25
  • 23. Real-Time Marketing Real-time marketing is marketing (across channels) that can’t be completely pre-planned and often coincides with breaking news, current events or happenstance opportunities. @KateUpdates @Cision #cision 26
  • 24. Real-Time Marketing • 95% of live TV conversations happen on Twitter. • The majority of brands engaging in RTM fall flat. @KateUpdates @Cision #cision Use real-time marketing in combination with ad buys to increase engagement and branding across channels. #Cision { } Tweetable Tip: 27
  • 25. RTM: Jimmy Fallon’s Truck @KateUpdates @Cision #cision 28
  • 26. RTM: Honda Odyssey h/t Gini Dietrich @KateUpdates @Cision #cision 29
  • 27. RTM: #Oscars2014 @KateUpdates @Cision #cision 30
  • 28. RTM Strategy: Have One. • Add real-time marketing within your social media strategy • Think through best practices in ways that minimize red tape • Consider how email fits within RTM • Monitor trending hashtags and Twitter lists @KateUpdates @Cision #cision Real-time marketing is new. It’s PR’s responsibility to responsibly integrate this tactic across marketing channels. #Cision { } Tweetable Tip: 31
  • 29. So ... Who Implements this stuff? SEO @KateUpdates @Cision #cision Sponsored Posts Real-Time Marketing Social Media Advertising Blogging Keyword Research Integration Native Advertising 32
  • 30. The Blurred Lines of PR Paid + Earned + Shared + Owned = PR now. Image from Onbile.com. @KateUpdates @Cision #cision Read this ... March 29th! 33
  • 31. • How can PR compliment and support other marketing initiatives? • Paid: Sponsored Content (Native Advertising) • Paid: Social media ad buys • Owned: Blogging Sponsored content doesn’t have to go viral to be effective. Targeted, useful content + engaging visuals = lead potential. #BelleTip { } Think BIG ... Tweetable Tip: @KateUpdates @Cision #cision 34
  • 32. Owned: Relevant + Ranking Tweetable Tip: @KateUpdates @Cision #cision Blog headlines should contain 66 characters or less to display fully within search results. #Cision { } 35
  • 33. Measurement ... @KateUpdates @Cision #cision 36
  • 34. @KateUpdates @Cision #cision Trend: Think BIG with Data • What does the data mean? • How does this data relate back to what we’re trying to measure? • Where’s the missing data? • If it were my business, what would I want to know? • Know when to DITCH unnecessary data. 37
  • 35. Measure the Right Things • Tangible Measurement • Site traffic • New leads • New sales (retail and online) • More robust sales (add ons) • Decreased site bounce rates • E-Newsletter opt-ins • Product Trials • Content incentives • Web and Social Analytics @KateUpdates @Cision #cision 38
  • 36. Toolkit Alert: SEO Check • Fruition’s Google Penalty Checker @KateUpdates @Cision #cision https://fruition.net/ 33% of traffic from Google’s organic search {results go to the first item listed. #Cision } Tweetable Tip: 39
  • 37. Making Sense of Data https://datasense.withgoogle.com/course @KateUpdates @Cision #cision Tweetable Tip: Spending on marketing analytics is expected to increase 60% by 2015. (Source: CMO Survey) #Cision { } 40
  • 38. Data Dashboards • PR campaign impact, media relations, social media and relevance • Create custom dashboards with Google Analytics • Simple or complex SEO leads have a 14.6% close rate, while print and {direct mail close at a 1.7% rate. #Cision } Tweetable Tip: Image from BrandWatch.com. Source: Search Engine Journal @KateUpdates @Cision #cision 41
  • 39. Key Takeaways • Dig it or DITCH IT. • Uncover trends through influencers. • Acknowledge and embraced the blurred lines. • Measure what matters. • Think BIG. @KateUpdates @Cision #cision 42
  • 40. {@KateUpdates @Cision #cision The goal of life is not perfection. Life is found in the process and pursuit of the extraordinary. 43
  • 41. Thank you! Follow me on Pinterest.com/KateUpdates or connect with me LinkedIn.com/in/KateFinley.{ @KateUpdates @Cision Kate Finley, @KateUpdates Belle Communications Kate@ThinkBelle.com ThinkBelle.com 44