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@KateUpdates@Cision #cisionHow to Participate
▪ During today’s web seminar, attendees will be in listen-only mode.
▪ If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317
▪ Submit questions. We’ll try to answer throughout the session
▪ Any Q&A not addressed during will be addressed at the end of today’s session
▪ Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
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A Look at PR Trends: Current Tactics and Emerging StrategiesHow to use trends and tools to enhance your relevance within PR and your client industries.
@KateUpdates@Cision #cision
{ Lisa DentenSocial Media Manager, Cision@Cision
{ Kate FinleyCEO, Belle Communications@KateUpdates
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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 ...
@KateUpdates@Cision #cision
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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
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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:
@KateUpdates@Cision #cision
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My Toolkit ...
In 2013 Apple’s App Store reported customers spent more than $10 billion on apps. #Cision{ }Tweetable Tip:
@KateUpdates@Cision #cision
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You don’t have to be the first to spot a trend -- you just have to follow the people who spot trends first. #Cision { }
• PR industry, content marketing, social media + SEO
• Client industries
• Competitors
• Partners and internal teams
• Media influencers
Follow the Experts
Tweetable Tip:
@KateUpdates@Cision #cision
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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
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Feedly ...• Industry News
• Content Ideas
• Social Media Content
• Trending topics
• Competition
@KateUpdates@Cision #cision
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Re-purpose popular @LinkedIn group discussions into blog posts and enews content tailored to your target audience. #cision{ }
• Pulse
• Groups
• Target audience insights
• Trending topics
• CompetitionTweetable Tip:
@KateUpdates@Cision #cision
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Brand JournalismBrand 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.
@KateUpdates@Cision #cision
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{ }
Brand Journalism
Tweetable Tip:
• Entire site
• Embed (individual pages)
• Social Hub
• Event / promotion specific
Videos on landing pages increase conversions by 65%. #Cision
@KateUpdates@Cision #cision
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MiracleGro.com• About YOU
• Intuitive
• A reason to come back ...
• Visually reinforces the brand
• Playful ‘About Us’
@KateUpdates@Cision #cision
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Real-Time MarketingReal-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
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Real-Time Marketing• 95% of live TV conversations happen on
Twitter.
• The majority of brands engaging in RTM fall flat.
Use real-time marketing in combination with ad buys to increase engagement and branding across channels. #Cision { }Tweetable Tip:
@KateUpdates@Cision #cision
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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
Real-time marketing is new. It’s PR’s responsibility to responsibly integrate this tactic across marketing channels. #Cision { }Tweetable Tip:
@KateUpdates@Cision #cision
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So ... Who Implements this stuff?
SEO
Sponsored Posts
Social Media Advertising Blogging
Real-Time Marketing
Keyword Research
Integration
Native Advertising
@KateUpdates@Cision #cision
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Paid + Earned + Shared + Owned = PR now.
The Blurred Lines of PR
Image from Onbile.com.
Read this ... March 29th!
@KateUpdates@Cision #cision
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Sponsored content doesn’t have to go viral to be effective. Targeted, useful content + engaging visuals = lead potential. #BelleTip { }
• How can PR compliment and support other marketing initiatives?
• Paid: Sponsored Content (Native Advertising)
• Paid: Social media ad buys
• Owned: Blogging
Think BIG ...
Tweetable Tip:
@KateUpdates@Cision #cision
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Blog headlines should contain 66 characters or less to display fully within search results. #Cision{ }
Owned: Relevant + Ranking
Tweetable Tip:
@KateUpdates@Cision #cision
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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.
@KateUpdates@Cision #cision
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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
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Toolkit Alert: SEO Check• Fruition’s Google Penalty Checker
33% of traffic from Google’s organic search results go to the first item listed. #Cision { }Tweetable Tip:
https://fruition.net/
@KateUpdates@Cision #cision
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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
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Data Dashboards
SEO leads have a 14.6% close rate, while print and direct mail close at a 1.7% rate. #Cision{ }Tweetable Tip:
• PR campaign impact, media relations, social media and relevance
• Create custom dashboards with Google Analytics
• Simple or complex
Image from BrandWatch.com.Source: Search Engine Journal
@KateUpdates@Cision #cision
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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
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The goal of life is not perfection. Life is found in the process and pursuit of the extraordinary.{
@KateUpdates@Cision #cision
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