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Leveraging Your Brand in a Digital World From Strategy to Execution  - PRSA Michigan April 22, 2010
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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 ...

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 Presentation Transcript

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