Leveraging Your Brand in a DigitalWorld<br />From Strategy to Execution<br />Follow The Conversation Twitter Hashtag #PRev...
Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />w...
Follow The Conversation Twitter Hashtag #PRevolution<br />
Executing the Strategy<br /><ul><li>How Do We Execute?  Where Do we  </li></ul> Begin? <br /><ul><li> Examining Field of Play
 Researching Our Options
Executing Our Plan
Examine the Activity and </li></ul>  Steering the Course<br />Twitter Hashtag #PRevolution<br />
The Starting Line<br />
Start by setting some…. <br />
How Will You Measure Your Success?<br />Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/<br />
Listen<br />Follow The Conversation Twitter Hashtag #PRevolution<br />
Case<br />Study<br />
Examining Field of Play<br />
Educate The Ambassadors<br />
Feel Like<br />You Are Trying to Convince<br />These Guys? <br />
Education = Success<br />
Think both <br />Internal<br />and <br />External Communications<br />Resource:<br />Social Media Governance<br />http://b...
Research<br />Photo credit: http://www.flickr.com/photos/bjarkih/2315704064/<br />
Identifying the <br />Audience<br />Where are they gathering? <br />What are they talking about? <br />
Influencers<br />Follow The Conversation Twitter Hashtag #PRevolution<br />
Pursue social media as part of a comprehensive communications strategy<br />“It’s not about using new media; it’s about us...
PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
PULL<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
The Power of PUSH&PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
Make your contentEasy To View
Make your contentEasy To Use</li></ul>Follow The Conversation Twitter Hashtag #PRevolution<br />
Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthl...
Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online  Media<br />SEARCH<br />Tail <br /...
The Long Tail of Public Relations Over Six Months<br />Amount of Coverage<br />Time From Origination<br />Created by: Mich...
Consistent<br />Communications<br />Matters<br />Follow The Conversation Twitter Hashtag #PRevolution<br />
Search Engine Optimizationfor News Releases<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Tips for SEO & News Releases<br /><ul><li> Create Tweetable Headlines – 120</li></ul>  Characters to allow for the ReTweet...
 Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
 Use links in releases – Deep Links!  Concentrate those links in the first 3 paragraphs of the release. </li></li></ul><li...
Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction– The actions a person takes while present at those touch ...
Intimacy– The affection a person holds for a brand
Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/pho...
Case<br />Study<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Use Social Media to make your content directional<br />
Case<br />Study<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />http://multivu.prnewswire.com/playe...
http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />http://mediacenter.motorola.com/con...
Search Goes Social<br />
Search Goes Social<br />
Examine <br />   Activity<br />the<br />
Listen<br />Follow The Conversation Twitter Hashtag #PRevolution<br />
Follow The Conversation Twitter Hashtag #PRevolution<br />
Follow The Conversation Twitter Hashtag #PRevolution<br />
Bonus<br />Case<br />Study<br />
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Leveraging Your Brand in a Digital World From Strategy to Execution - PRSA Michigan April 22, 2010

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This presentation was part of the PRSA Michigan 2010 Conference held on 4/22/10. Leveraging Your Brand in a Digital World from Strategy to Execution was a joint presentation with Curtis Jackson from The Quell Group, and Michael Pranikoff, PR Newswire Global Director of Emerging Media. This is the presentation by Pranikoff on the execution of the strategy. www.prnewswire.com

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  • When we as communicators distribute news online, we are often looking at raising the visibility of an issue or campaign. Visibility is one of those things that we have measured for a long time in clips and hits.
  • As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.
  • Leveraging Your Brand in a Digital World From Strategy to Execution - PRSA Michigan April 22, 2010

    1. 1. Leveraging Your Brand in a DigitalWorld<br />From Strategy to Execution<br />Follow The Conversation Twitter Hashtag #PRevolution<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. Follow The Conversation Twitter Hashtag #PRevolution<br />
    4. 4. Executing the Strategy<br /><ul><li>How Do We Execute? Where Do we </li></ul> Begin? <br /><ul><li> Examining Field of Play
    5. 5. Researching Our Options
    6. 6. Executing Our Plan
    7. 7. Examine the Activity and </li></ul> Steering the Course<br />Twitter Hashtag #PRevolution<br />
    8. 8. The Starting Line<br />
    9. 9. Start by setting some…. <br />
    10. 10. How Will You Measure Your Success?<br />Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/<br />
    11. 11. Listen<br />Follow The Conversation Twitter Hashtag #PRevolution<br />
    12. 12. Case<br />Study<br />
    13. 13.
    14. 14.
    15. 15.
    16. 16. Examining Field of Play<br />
    17. 17.
    18. 18. Educate The Ambassadors<br />
    19. 19. Feel Like<br />You Are Trying to Convince<br />These Guys? <br />
    20. 20. Education = Success<br />
    21. 21. Think both <br />Internal<br />and <br />External Communications<br />Resource:<br />Social Media Governance<br />http://budurl.com/bhqq<br />Establish Your Guidelines<br />
    22. 22. Research<br />Photo credit: http://www.flickr.com/photos/bjarkih/2315704064/<br />
    23. 23. Identifying the <br />Audience<br />Where are they gathering? <br />What are they talking about? <br />
    24. 24. Influencers<br />Follow The Conversation Twitter Hashtag #PRevolution<br />
    25. 25.
    26. 26. Pursue social media as part of a comprehensive communications strategy<br />“It’s not about using new media; it’s about using media in new ways” Dr. Craig Lefebvre<br />
    27. 27. PUSH<br />Photo credit: http://www.flickr.com/photos/ytruly/2463366156/<br />
    28. 28. PULL<br />Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/<br />
    29. 29. The Power of PUSH&PULL<br />Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/<br />
    30. 30. Principles to Communicating Your Message Today<br /><ul><li>Make your contentAccessible
    31. 31. Make your contentEasy To View
    32. 32. Make your contentEasy To Use</li></ul>Follow The Conversation Twitter Hashtag #PRevolution<br />
    33. 33. Mainstream Media Pickup<br />Blogs / Twitter / Online Pubs<br />Immediate Online Pickup<br />Weekly Trade Pubs<br />Monthly Trades<br />Quarterly Pubs / Journals<br />Search Share Blog <br />Release Goes Out over PRNewswire<br />The Long Tail of Public Relations<br />Press Release<br />Conversation<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    34. 34. Head<br />Traditional Media<br />Reaching Billions<br />Reach<br />MILLIONS<br />Online Media<br />SEARCH<br />Tail <br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    35. 35. The Long Tail of Public Relations Over Six Months<br />Amount of Coverage<br />Time From Origination<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    36. 36. Consistent<br />Communications<br />Matters<br />Follow The Conversation Twitter Hashtag #PRevolution<br />
    37. 37. Search Engine Optimizationfor News Releases<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
    38. 38.
    39. 39.
    40. 40.
    41. 41. Tips for SEO & News Releases<br /><ul><li> Create Tweetable Headlines – 120</li></ul> Characters to allow for the ReTweet<br /><ul><li>In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
    42. 42. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
    43. 43. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release. </li></li></ul><li>Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
    44. 44. Engagement<br />The 3 I’s of Engagement<br /><ul><li>Interaction– The actions a person takes while present at those touch points
    45. 45. Intimacy– The affection a person holds for a brand
    46. 46. Influence– The likelihood a person is to advocate on behalf of the brand </li></ul>Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/<br />
    47. 47.
    48. 48. Case<br />Study<br />
    49. 49. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    50. 50. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    51. 51. Use Social Media to make your content directional<br />
    52. 52. Case<br />Study<br />
    53. 53. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    54. 54. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    55. 55. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    56. 56. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    57. 57. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    58. 58. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    59. 59. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    60. 60. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    61. 61. http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />http://multivu.prnewswire.com/player/40880-la-auto-show/#<br />
    62. 62. http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />http://multivu.prnewswire.com/player/40880-la-auto-show/#<br />
    63. 63. Search Goes Social<br />
    64. 64. Search Goes Social<br />
    65. 65. Examine <br /> Activity<br />the<br />
    66. 66. Listen<br />Follow The Conversation Twitter Hashtag #PRevolution<br />
    67. 67. Follow The Conversation Twitter Hashtag #PRevolution<br />
    68. 68. Follow The Conversation Twitter Hashtag #PRevolution<br />
    69. 69. Bonus<br />Case<br />Study<br />
    70. 70.
    71. 71. PR Newswire Social Media Metrics<br />
    72. 72.
    73. 73.
    74. 74.
    75. 75. Listen<br />Analyze<br />Strategize<br />Engage<br />Repeat<br />Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg<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 />
    77. 77. Leveraging Your Brand in a Digital World<br />From Strategy to Execution<br />Follow The Conversation Twitter Hashtag #PRevolution<br />

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