PR Newswire User Conference - Integrating Social Media, Measurement & Monitoring into Branding Strategy

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PR Newswire User Conference in Washington DC - Integrating Social Media, Measurement & Monitoring into Branding Strategy on April 14, 2010. …

PR Newswire User Conference in Washington DC - Integrating Social Media, Measurement & Monitoring into Branding Strategy on April 14, 2010.

• Ways to overcome hurdles to implementation and gain organizational buy-in
• How establishing guidelines can ensure that social media touch points stay true to your brand
• Listening to your audience to identify emerging trends surrounding your industry, brand, and competition
• Identifying and engaging with influential and relevant sources in social media
Presentation by PR Newswire Global Director of Emerging Media - Michael Pranikoff

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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.
  • All of this type of data is available through your web development / IT teams. We need to dive into this data today – more so than ever. The more data we have on how people are interacting with our content, the better we can focus future campaigns.

Transcript

  • 1. Integrating Social Media, Measurement & Monitoring into Branding Strategy
    Moderator: Michael Pranikoff
    Global Director of Emerging Media
    PR Newswire
    “Cultivating Your
    Organization's Visibility in
    a World”
    PR Newswire
    User Conference
    Washington, D.C.
    April 14, 2010
    Follow The Conversation Twitter Hashtag #PRNEDU
  • 2. Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
  • 3.
    • Ways to overcome hurdles to implementation and gain organizational buy-in
    • 4. How establishing guidelines can ensure that social media touch points stay true to your brand
    • 5. Listening to your audience to identify emerging trends surrounding your industry, brand, and competition
    • 6. Identifying and engaging with influential
    and relevant sources in social media
    Twitter Hashtag #PRNEDU
  • 7. Old School
    Michael Pranikoff
    Director, Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff
    New School
    Twitter Event Hashtag: #prncl
  • 8. Influencers
    Follow The Conversation Twitter Hashtag #PRNEDU
  • 9. “In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires 117 prime timeCommercials to produce the same result”
    - Jim Stengel, CMO, P&G 2001 - 2009
  • 10.
    Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s the peoplewho are in control.”
    Rupert Murdoch, Global Media Entrepreneur
    Rupert Murdoch
  • 11. Feel Like
    You Are Trying to Convince
    These Guys?
  • 12.
  • 13.
  • 14.
  • 15. Shape the conversation by participating in it
  • 16. 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
  • 17. Head
    Traditional Media
    Reaching Billions
    Reach
    MILLIONS
    Online Media
    SEARCH
    Tail
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 18. The Long Tail of Public Relations Over Six Months
    Amount of Coverage
    What Needs to happen today – Shorter Releases on a more regular basis
    Time From Origination
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 19. Consistent
    Communications
    Matters
    Follow The Conversation Twitter Hashtag #PRNEDU
  • 20. 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
  • 21. Think both
    Internal
    and
    External Communications
    Resource:
    Social Media Governance
    http://budurl.com/bhqq
    Establish Your Guidelines
  • 22. Push &Receive
    Remember that the true power of social media lies in
    Feedback
    and Engagement
  • 23. PUSH
    Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
  • 24. PULL
    Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
  • 25. The Power of PUSH&PULL
    Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
  • 26. Principles to Communicating Your Message Today
    • Make your contentAccessible
    • 27. Make your contentEasy To View
    • 28. Make your contentEasy To Use
    Follow The Conversation Twitter Hashtag #PRNEDU
  • 29.
  • 30. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 31. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 32. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 33. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 34. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 35. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 36. Multimedia News Release from the US MINT
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 37. Blog Coverage of the story
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 38. Blog Coverage of the story
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 39. Blog Coverage of the story
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 40. http://multivu.prnewswire.com/player/40617-charmin-enjoy-the-go/
  • 41. http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17
    http://multivu.prnewswire.com/player/40617-charmin-enjoy-the-go/
  • 42. Use Social Media to make your content directional
  • 43. 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. Listen
  • 48. Follow The Conversation Twitter Hashtag #PRNEDU
  • 49. Don’t just Listen…but Listen with Specific Goals in mind from the start.
  • 50. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 51. Metrics & Measurement / Analysis
    PR Newswire Social Media Metrics
    Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
  • 52. WeALLneed
    toBecome
    ‘ers
    Data
    Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
  • 53.
  • 54.
  • 55.
  • 56. Bonus
    Case
    Study
  • 57.
  • 58. PR Newswire Social Media Metrics
  • 59.
  • 60.
  • 61.
  • 62.
  • 63.
  • 64. Search Goes Social
  • 65. Search Goes Social
  • 66. Location Based Social Media… Follow Me!
  • 67. Listen
    Analyze
    Strategize
    Engage
    Repeat
    Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg
  • 68. Michael Pranikoff
    Global Director,
    Emerging Media
    PR Newswire
    michael.pranikoff@prnewswire.com
    www.delicious.com/michaelpranikoff
    Twitter / @mpranikoff