employing visual content for compelling storytelling (toronto - april 2014)
DESCRIPTION
The presence of content in its various forms across the digital landscape has given rise to an era of instant gratification – a time where anyone can search for a topic of their choosing or send out a message through their social channels to obtain relevant information. As organizations seek to maintain visibility, share their stories and establish a connection with the digital masses consuming this information, few resources exist that are as powerful as visual, multimedia content. This presentation highlights how leading organizations and thought leaders are leveraging visual assets and a variety of multimedia services to garner higher visibility, spark interaction, generate leads and build loyalty. This presentation deck explores how the use of visuals and story driven, multimedia content developers and brand ambassadors are playing an even deeper role in how businesses and organizations create experiences with their audiences throughout the buying cycle. Author: Michael Pranikoff, Global Director, Emerging Media, PR NewswireTRANSCRIPT
@mpranikoff #VISUALCOMM
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Michael Pranikoff
Global Director,
Emerging Media
PR Newswirehttp://about.me/michaelpranikoff
Twitter / @mpranikoff
CNW is the global leader
in innovative communications
and marketing services,
enabling organizations to
connect and engage with their target audiences worldwide
@mpranikoff #VISUALCOMM
Newswire.caPRNewswire.com
Blogs
NationalNews Sites
Local News Affiliate
Sites
Portals & Databases
Trade News Sites
Your WebsiteMediaRoom
Video Portals
ARC
Mobile AppPartnerships
MobilizedWebsites
CNW Mobile
Site & App
High Ranking Search Results
PR Newswire for Journalists
Media Outlet News Feeds“The Wire”
TwitterSocialPost
EmailMicrolists /Media Lists
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We have the resources to make your content more
VISIBLE.
We have the distribution &
syndication networkto AMPLIFY your
content.
Our products & services help you
continually ENGAGE your target audiences.
@mpranikoff #VISUALCOMM
@mpranikoff #VISUALCOMM
85%of brand marketers are publishing content.
Source: Forrester, October 2013
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But only
Source: Forrester, October 2013
The harsh reality is that branded content, even when it's great, isn't getting seen or discovered by audiences.
36%are doing it effectively.
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Earned Media vs. Branded Content
Source: 2014 In-lab study by Nielsen, commissioned by inPowered
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Paid
Media
Traditional
Ads
Owned
Media
Corporate
Content
Earned
Media
Organic
Converged
Media
Promoted
Sponsored Branded
That Is Shared
Based on Altimeter Group Research
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! 1st 2nd
Advertisement(Initial Awareness)
Shelf(Point of Purchase)
Experience(Customer Satisfaction)
0
AWARENESS CONSIDERATION INTENT DECISION
DISPLAY CLICK SOCIAL EMAIL
PAID SEARCHORGANIC SEARCH
DIRECTREFERRAL
OTHER PAID
Assisting interaction Last interaction
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@mpranikoff #VISUALCOMM
Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
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Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/Source: http://blog.gfk.com/2014/03/finding-simplicity-in-a-multi-device-world/
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Classic Story Arc
x = time
y = tension
opening scene
climax
dénouement
Earned Media
beginning middle end
Adapted from Lou Hoffman - www.Hoffman.com
72 Hours – 96 Hours
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The Communicator’s Story Spike
x = time
y = change
Old Way New Way
future
storytellingfodder
Adapted from Lou Hoffman - www.Hoffman.com
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@mpranikoff #VISUALCOMM
BRANDCurrency = Content
AUDIENCECurrency = Personal Info
Jane Smith
555-555-5555
CEO, 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
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Source: UberFlip
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Source: UberFlip
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Source: UberFlip
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Headline
Article
…8 will only read the headline…
…and only 2 will make it to the
article.
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One in five people
1 in 5 people
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Number/TriggerKeywordAdjective PromiseHeadline_______________
+++
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HOW TO WRITE HEADLINES THAT ARE
BETTER THAN BACON-COVERED BACONTrigger
Adjective
Keyword
Promise
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• Make your news easy to read and
digest. Think “info-snacks”
• Use bold to separate ideas – But
Don’t Overdo It!
• Bullet points are great to use. –
Make this your Tweet.
•Think about having a “Quotes”
section instead of burying the
quote.
•Easy To Read means Easier to Use!
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• Use links in content – Actionable links that bring the user
to where they should directly be going.
• Only use 1-3 links in online content today…but
there are exceptions. Links should be near the top of the
release.
• Don’t Add Too Many Links – The search engines will
knock you for too many links.
•Anchor Text can still be used, but we recommend old
fashion links – http://www.yourlinkehere.com because it
tells Google & the reader where you want them to go.
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Use Less Words
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@mpranikoff #VISUALCOMMSource: http://neomam.com/interactive/13reasons/
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of what they SEE & DO
80%of what they READ
30%
Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.
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@mpranikoff #VISUALCOMM
Using multimedia in
your releases increases
journalist and public
engagement By 35%According to internal sample research comparing press releases that contain multimedia with those that do not.
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2010Still, multimedia is added to only 14% of releases.
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20102013Still, multimedia is added to only 14% of releases.
Multimedia usage doubled.
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20102013Still, multimedia is added to only 14% of releases.
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Image source: TED.com
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Launched on April 3, 20143,704,585 Views
(as of April 24, 2014)
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After 3 DaysAfter 30 Days
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Content Must Be Mapped To
Business Objectives
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Content Must Be Appealing
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TRUST RELIABILITY DELIGHT
Publish a steady
stream of content
Keep it relevant
& interesting
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