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Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
Michael Vick Radian 6
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Michael Vick Radian 6

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  • Chris
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  • Transcript

    • 1. November 15, 2011MICHAEL VICKA BRAND ANALYSIS
    • 2. WHO WE ARE PRAD 352—Digital PR Instructor: Matt Ragas Courtney Tunis— crteunis@gmail.com Gage Nordlof – gagenord@gmail.com Allie Vitas – alexandravitas@gmail.com Chris Dubiel -- ishdub4466@msn.com PJ Hammer -- eskamo@gmail.com
    • 3. ABOUT MICHAEL VICK Born June 26, 1980 Played college football for Virginia Tech Finished third place in the Heisman Trophy Race during his freshman year Drafted first overall in the 2001 NFL draft by the Atlanta Falcons First African American QB to be drafted first overall 2007 – Vick was sentenced to 21 months in prison and 2 months of home confinement for his involvement in an illegal dog-fighting ring
    • 4. ABOUT MICHAEL VICK June 2009 – the Falcons released Vick August 13, 2009 – Vick signed a one-year contract with the Philadelphia Eagles August 2011 – Vick signs a $100 million contract with the Philadelphia Eagles Notable Endorsements  Unequal Technologies (football pads)  Nike  Fuse Science (sport enhancing vitamins) Slogan – “I’ve learned…Don’t take anything for granted”
    • 5. WHAT PEOPLE ARE SAYING
    • 6. VOLUME OF CONVERSATION ON ALLSOCIAL MEDIA CHANNELS
    • 7. VOLUME OF CONVERSATION Michael Vick Twitter Volume
    • 8. BREAKDOWN OF SOCIAL MEDIA VOLUME BY TYPE
    • 9. OVERALL SENTIMENT OF CONVERSATION  Word Cloud Positive NeutralNegative
    • 10. TOP SOCIAL MEDIA INFLUENCERS
    • 11. TOPICS AND KEY WORDS SURROUNDINGMICHAEL VICK
    • 12. COMPETITIVE ANALYSIS
    • 13. COMPETITIVE TOP PHRASES
    • 14. SHARE OF VOICE
    • 15. IN DEPTH SHARE OF VOICE BY SOCIAL MEDIATYPE
    • 16. COMPETITIVE MEDIA ANALYSIS
    • 17. OVERALL COMPETITIVE SENTIMENT NIKE deal chatter. Negative
    • 18. ACTIONABLE SOCIAL MEDIA INSIGHTS We cannot have Vick downplay or ignore what he did, as the public and the media both demand that Vick demonstrate remorse and accountability for his actions. Vick will make television and radio appearances to discuss his mistake. Vick will speak out on animal cruelty and the mistakes that led to his incarceration.
    • 19. ACTIONABLE SOCIAL MEDIA INSIGHTS It is in Vick’s best interest to donate a portion of the money he earns from his endorsement deals to an animal rights cause/organization. Make a series of public service announcements regarding animal cruelty and speak to schools about the importance of education and extracurricular activities to keep kids involved and out of trouble.
    • 20. ACTIONABLE SOCIAL MEDIA INSIGHTS Establish Vick as a “changed man”  The “New Michael Vick” With the advent of his upcoming book: Michael Vick: Finally Free, Vick should appear on Piers Morgan Tonight to discuss his book and his changed lifestyle Cameo appearance on “The League”
    • 21. CONCLUSION Many still think poorly of Vick’s character Much of the chatter focuses on his performance in the NFL In comparison to his competitors, Vick’s maintains 31% of the conversation (share of voice) His competitors have higher positive sentiment overall than Vick The majority of conversation regarding Vick occurs on micromedia The next step for Vick is to follow our insights in order to improve his brand image
    • 22. “So many people who serve time never get a fair secondchance. It’s never a level playing field for prisoners whenthey get out of jail . . .” – President Obama

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