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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

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