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Technology Petting Zoo<br />Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measure its Effectivene...
Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />w...
Disclaimer: I am not a Guru.  <br />All tips, recommendations, and ideas are from reading, exploring, and learning anyway ...
Engage opportunity across all channels<br />Social<br />Web sites<br />Search<br />Mobile<br />Content<br />Video <br />sh...
Engage opportunity with all key audiences<br />Investors<br />The Media<br />Bloggers<br />Decision <br />Makers<br />Cont...
Content<br />REVOLUTION<br />Follow The Conversation on Twitter  #IABC			<br />
Old School<br />New School<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
PULL<br />Follow The Conversation on Twitter  #IABC			<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028...
PULL<br />PUSH<br />CONTENT<br />
CONTENT is <br />Follow The Conversation on Twitter #IABC<br />
"Digital and Traditional  for the ordinary person is all the same thing. It's all things they consume.  It means nothing t...
Newspapers:  30 mins<br />Magazines:<br />20 mins<br />Mobile: 50 mins<br />Internet: <br />2 hrs, 35 mins<br />TV: <br />...
SILOS in Corporations are<br />OldandCrumbling<br />http://www.flickr.com/photos/kh-67/4892949459/<br />
Marketing<br />Communications Comes Into Focus<br />Public Relations<br />Companies want: <br /><ul><li>Direct access to c...
Opportunities to engage with audiences
Continuous Messaging that is easy to share
Analytics, ROI</li></ul>They want to communicate in a way that combines PR, Marketing and Advertising.<br />Advertising<br />
Every Time a Marketer <br />Says “Viral” a Kitten Dies<br />
Trust<br />
TrustOverAttention<br />Trust will continue to replace attention as the Currency of the web and business. No one will pay ...
How much do you trust the following industries to do what is right?<br />
How much do you trust the following industries to do what is right?<br />
Where do you generally go first for news about a company? <br />Then where do you go?<br />
Building the Foundation<br />SEO<br />
THINK<br />VISUALLY!<br />
THINK<br />VISUALLY!<br />
THINK<br />VISUALLY!<br />
Online<br />is the first place any consumer – B2B or B2C goes today<br />Credit: http://bit.ly/fgK3Oj <br />
Where should I go today? <br />http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_...
Make Your ContentDirectional<br />
Tips on Directing Content	<br /><ul><li>Link….Link….and Link Again!
Always link through to the highest page rank…the more links from high page ranks to lower = better visibility
  PR Newswire is considered third party validation to people outside the news / media industry…and search spiders.
 Make content easy to share.  </li></ul>Follow The Conversation on Twitter #IABC<br />
Oh The Places ContentCAN Go<br />
Story<br />Time<br />
SEO & SOCIAL MEDIA<br />ARE BUDDIES<br />Photo credit: http://www.flickr.com/photos/tambako/2387498031/ <br />
How Will You Measure Your Success?<br />Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/<br />
http://www.tulane.edu/~gzapata/ckld/Cheeky%20Monkey.jpg<br />
Follow The Conversation on Twitter  #IABC<br />
Start by setting some…. <br />Audit first what’s working and what meets objectives.<br />
Examining Field of Play<br />
Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS<br />
Identifying the <br />Audience<br />Where are they gathering? <br />What are they talking about? <br />
Examine <br />   Activity<br />the<br />
Story<br />Time<br />
Source:  http://budurl.com/9jd9<br />Follow The Conversation on Twitter #IABC<br />
How Do you Manage / Control your Corporate Reputation<br /> in a Crisis Situation?<br />
Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
Story<br />Time<br />
PR Newswire Media Monitoring<br />
But Can you connect online and offline? <br />Credit:: http://1.bp.blogspot.com/_D27HVe9e6Ac/TO0TuraK3zI/AAAAAAAAC0o/Qo1dX...
Story<br />Time<br />
engage opportunity everywhere<br />
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Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measure its Effectiveness - IABC Cleveland Technology Petting Zoo – April 14, 2011

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Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measure its Effectiveness - IABC Cleveland Technology Petting Zoo – April 14, 2011. Presentation by Michael Pranikoff, PR Newswire Global Director of Emerging Media

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  • Today we are looking at a greater audience for news and information than ever before. The speed, breadth, and depth of information is reaching a wider audience then ever. The increased access and searchability of that content is also reaching new heights with journalists, investors, and consumers. This is now a hold of the financial industry as well as the casual investor as new technology allows people to make more informed decisions much more quickly.
  • SEO is the foundation of social media. You cannot today put your stuff out on line and think social media is going to do it. Counted has to be found first before it can be shared. Think how you can drive through search.
  • Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.
  • Sales is number one and the closer you tie campaign to sales results the more support you will get. Leads (more people fall into this category) and it is not the real KPI, on how many you have. Brands have got focused on fans and in fact they are very easy to buy. Cost about a $1.00 per fan. Engagement (are people reacting to content)Benchmarket it against others results Ultimately you need a CRM strategy.
  • Transcript of "Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measure its Effectiveness - IABC Cleveland Technology Petting Zoo – April 14, 2011"

    1. 1. Technology Petting Zoo<br />Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measure its Effectiveness<br />Technology Petting Zoo • April 14, 2011 • IABC Cleveland <br />
    2. 2. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />
    3. 3.
    4. 4. Disclaimer: I am not a Guru. <br />All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best. <br />
    5. 5.
    6. 6. Engage opportunity across all channels<br />Social<br />Web sites<br />Search<br />Mobile<br />Content<br />Video <br />sharing<br />Blogs<br />Microblogs<br />Print<br />Broadcast<br />
    7. 7. Engage opportunity with all key audiences<br />Investors<br />The Media<br />Bloggers<br />Decision <br />Makers<br />Content<br />Influencers<br />Consumers<br />Shareholders<br />
    8. 8. Content<br />REVOLUTION<br />Follow The Conversation on Twitter #IABC <br />
    9. 9. Old School<br />New School<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    10. 10. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
    11. 11. PULL<br />Follow The Conversation on Twitter #IABC <br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
    12. 12. PULL<br />PUSH<br />CONTENT<br />
    13. 13. CONTENT is <br />Follow The Conversation on Twitter #IABC<br />
    14. 14.
    15. 15. "Digital and Traditional for the ordinary person is all the same thing. It's all things they consume. It means nothing to them. In agencies and client organizations, people still don't understand this.“ <br />Ian Tait - Global Interactive Executive Creative Director at W+K<br />Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media<br />
    16. 16. Newspapers: 30 mins<br />Magazines:<br />20 mins<br />Mobile: 50 mins<br />Internet: <br />2 hrs, 35 mins<br />TV: <br />4 hrs, 24 mins<br />
    17. 17. SILOS in Corporations are<br />OldandCrumbling<br />http://www.flickr.com/photos/kh-67/4892949459/<br />
    18. 18. Marketing<br />Communications Comes Into Focus<br />Public Relations<br />Companies want: <br /><ul><li>Direct access to consumers
    19. 19. Opportunities to engage with audiences
    20. 20. Continuous Messaging that is easy to share
    21. 21. Analytics, ROI</li></ul>They want to communicate in a way that combines PR, Marketing and Advertising.<br />Advertising<br />
    22. 22. Every Time a Marketer <br />Says “Viral” a Kitten Dies<br />
    23. 23. Trust<br />
    24. 24. TrustOverAttention<br />Trust will continue to replace attention as the Currency of the web and business. No one will pay attention if they don’t trust you.<br />
    25. 25. How much do you trust the following industries to do what is right?<br />
    26. 26. How much do you trust the following industries to do what is right?<br />
    27. 27. Where do you generally go first for news about a company? <br />Then where do you go?<br />
    28. 28.
    29. 29. Building the Foundation<br />SEO<br />
    30. 30.
    31. 31. THINK<br />VISUALLY!<br />
    32. 32. THINK<br />VISUALLY!<br />
    33. 33. THINK<br />VISUALLY!<br />
    34. 34.
    35. 35. Online<br />is the first place any consumer – B2B or B2C goes today<br />Credit: http://bit.ly/fgK3Oj <br />
    36. 36.
    37. 37. Where should I go today? <br />http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg<br />
    38. 38. Make Your ContentDirectional<br />
    39. 39. Tips on Directing Content <br /><ul><li>Link….Link….and Link Again!
    40. 40. Always link through to the highest page rank…the more links from high page ranks to lower = better visibility
    41. 41. PR Newswire is considered third party validation to people outside the news / media industry…and search spiders.
    42. 42. Make content easy to share. </li></ul>Follow The Conversation on Twitter #IABC<br />
    43. 43. Oh The Places ContentCAN Go<br />
    44. 44. Story<br />Time<br />
    45. 45.
    46. 46. SEO & SOCIAL MEDIA<br />ARE BUDDIES<br />Photo credit: http://www.flickr.com/photos/tambako/2387498031/ <br />
    47. 47. How Will You Measure Your Success?<br />Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/<br />
    48. 48. http://www.tulane.edu/~gzapata/ckld/Cheeky%20Monkey.jpg<br />
    49. 49. Follow The Conversation on Twitter #IABC<br />
    50. 50. Start by setting some…. <br />Audit first what’s working and what meets objectives.<br />
    51. 51. Examining Field of Play<br />
    52. 52. Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS<br />
    53. 53. Identifying the <br />Audience<br />Where are they gathering? <br />What are they talking about? <br />
    54. 54. Examine <br /> Activity<br />the<br />
    55. 55. Story<br />Time<br />
    56. 56. Source: http://budurl.com/9jd9<br />Follow The Conversation on Twitter #IABC<br />
    57. 57. How Do you Manage / Control your Corporate Reputation<br /> in a Crisis Situation?<br />
    58. 58. Photo credit: http://www.flickr.com/photos/unaerica/3271668934/<br />
    59. 59. Story<br />Time<br />
    60. 60.
    61. 61. PR Newswire Media Monitoring<br />
    62. 62.
    63. 63.
    64. 64.
    65. 65. But Can you connect online and offline? <br />Credit:: http://1.bp.blogspot.com/_D27HVe9e6Ac/TO0TuraK3zI/AAAAAAAAC0o/Qo1dXytpLNw/s1600/1a.jpg<br />
    66. 66. Story<br />Time<br />
    67. 67. engage opportunity everywhere<br />
    68. 68. PRSA 2010 International Conference<br />Washington, DC<br />Oct. 16 – 19, 2010<br />#PRNGame<br />engage opportunity everywhere<br />
    69. 69. PRSA 2010 International Conference<br />Washington, DC<br />Oct. 16 – 19, 2010<br /><ul><li>Open to all attendees with a smartphone
    70. 70. Placed codes all over the conference, name tags, sessions, even other exhibitor booths
    71. 71. Over 1000 Tweets with #prngame in 3 days
    72. 72. 19% of all Tweets with the #prsa_ic official hashtag included #prngame</li></ul>#PRNGame<br />engage opportunity everywhere<br />
    73. 73.
    74. 74. Leave A Trail of Breadcrumbs<br />http://www.flickr.com/photos/bnoj13/4073663539/<br />
    75. 75. Make it Easy ToAccess,View<br />&Use Your Content !<br />
    76. 76. Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />www.delicious.com/michaelpranikoff<br />Twitter / @mpranikoff<br />

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