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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.
  • 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