Michael Vick Radian 6

November 15, 2011MICHAEL VICKA BRAND ANALYSIS

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

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

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”

WHAT PEOPLE ARE SAYING

VOLUME OF CONVERSATION ON ALLSOCIAL MEDIA CHANNELS

VOLUME OF CONVERSATION Michael Vick Twitter Volume

BREAKDOWN OF SOCIAL MEDIA VOLUME BY TYPE

OVERALL SENTIMENT OF CONVERSATION  Word Cloud Positive NeutralNegative

TOP SOCIAL MEDIA INFLUENCERS

TOPICS AND KEY WORDS SURROUNDINGMICHAEL VICK

COMPETITIVE ANALYSIS

COMPETITIVE TOP PHRASES

SHARE OF VOICE

IN DEPTH SHARE OF VOICE BY SOCIAL MEDIATYPE

COMPETITIVE MEDIA ANALYSIS

OVERALL COMPETITIVE SENTIMENT NIKE deal chatter. Negative

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.

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.

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”

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

“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

Michael Vick Radian 6

by DePaul University - College of Communication (Digital PR class) on Nov 09, 2011

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Michael Vick Radian 6 — Presentation Transcript