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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
 

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 ...

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.

Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measure its Effectiveness  - IABC Cleveland Technology Petting Zoo – April 14, 2011 Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measure its Effectiveness - IABC Cleveland Technology Petting Zoo – April 14, 2011 Presentation Transcript

  • Technology Petting Zoo
    Leveraging Social Media Platforms; Techniques and Tools to Monitor and Measure its Effectiveness
    Technology Petting Zoo • April 14, 2011 • IABC Cleveland
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
  • Disclaimer: I am not a Guru.
    All tips, recommendations, and ideas are from reading, exploring, and learning anyway that I can. I consider myself a B+ Student at best.
  • Engage opportunity across all channels
    Social
    Web sites
    Search
    Mobile
    Content
    Video
    sharing
    Blogs
    Microblogs
    Print
    Broadcast
  • Engage opportunity with all key audiences
    Investors
    The Media
    Bloggers
    Decision
    Makers
    Content
    Influencers
    Consumers
    Shareholders
  • Content
    REVOLUTION
    Follow The Conversation on Twitter #IABC
  • Old School
    New School
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • PUSH
    Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
  • PULL
    Follow The Conversation on Twitter #IABC
    Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
  • PULL
    PUSH
    CONTENT
  • CONTENT is
    Follow The Conversation on Twitter #IABC
  • "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.“
    Ian Tait - Global Interactive Executive Creative Director at W+K
    Created by: Michael Pranikoff, PR Newswire Global Director of Emerging Media
  • Newspapers: 30 mins
    Magazines:
    20 mins
    Mobile: 50 mins
    Internet:
    2 hrs, 35 mins
    TV:
    4 hrs, 24 mins
  • SILOS in Corporations are
    OldandCrumbling
    http://www.flickr.com/photos/kh-67/4892949459/
  • Marketing
    Communications Comes Into Focus
    Public Relations
    Companies want:
    • Direct access to consumers
    • Opportunities to engage with audiences
    • Continuous Messaging that is easy to share
    • Analytics, ROI
    They want to communicate in a way that combines PR, Marketing and Advertising.
    Advertising
  • Every Time a Marketer
    Says “Viral” a Kitten Dies
  • Trust
  • TrustOverAttention
    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.
  • How much do you trust the following industries to do what is right?
  • How much do you trust the following industries to do what is right?
  • Where do you generally go first for news about a company?
    Then where do you go?
  • Building the Foundation
    SEO
  • THINK
    VISUALLY!
  • THINK
    VISUALLY!
  • THINK
    VISUALLY!
  • Online
    is the first place any consumer – B2B or B2C goes today
    Credit: http://bit.ly/fgK3Oj
  • Where should I go today?
    http://2.bp.blogspot.com/_1oKAk5afZtM/S_va5tc6soI/AAAAAAAAAE8/wGEvs-F83V4/s1600/2198385460_15b24f14b6.jpg
  • Make Your ContentDirectional
  • Tips on Directing Content
    • 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.
    Follow The Conversation on Twitter #IABC
  • Oh The Places ContentCAN Go
  • Story
    Time
  • SEO & SOCIAL MEDIA
    ARE BUDDIES
    Photo credit: http://www.flickr.com/photos/tambako/2387498031/
  • How Will You Measure Your Success?
    Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/
  • http://www.tulane.edu/~gzapata/ckld/Cheeky%20Monkey.jpg
  • Follow The Conversation on Twitter #IABC
  • Start by setting some….
    Audit first what’s working and what meets objectives.
  • Examining Field of Play
  • Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS
  • Identifying the
    Audience
    Where are they gathering?
    What are they talking about?
  • Examine
    Activity
    the
  • Story
    Time
  • Source: http://budurl.com/9jd9
    Follow The Conversation on Twitter #IABC
  • How Do you Manage / Control your Corporate Reputation
    in a Crisis Situation?
  • Photo credit: http://www.flickr.com/photos/unaerica/3271668934/
  • Story
    Time
  • PR Newswire Media Monitoring
  • But Can you connect online and offline?
    Credit:: http://1.bp.blogspot.com/_D27HVe9e6Ac/TO0TuraK3zI/AAAAAAAAC0o/Qo1dXytpLNw/s1600/1a.jpg
  • Story
    Time
  • engage opportunity everywhere
  • PRSA 2010 International Conference
    Washington, DC
    Oct. 16 – 19, 2010
    #PRNGame
    engage opportunity everywhere
  • PRSA 2010 International Conference
    Washington, DC
    Oct. 16 – 19, 2010
    • Open to all attendees with a smartphone
    • Placed codes all over the conference, name tags, sessions, even other exhibitor booths
    • Over 1000 Tweets with #prngame in 3 days
    • 19% of all Tweets with the #prsa_ic official hashtag included #prngame
    #PRNGame
    engage opportunity everywhere
  • Leave A Trail of Breadcrumbs
    http://www.flickr.com/photos/bnoj13/4073663539/
  • Make it Easy ToAccess,View
    &Use Your Content !
  • Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff