Integrating Social Media, Measurement & Monitoring into Branding Strategy<br />Moderator:  Michael Pranikoff<br />       G...
Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />w...
<ul><li>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 </li></ul>and relevant sources in social media<br />Twitter Hashtag #PRNEDU<br />
Old School<br />Michael Pranikoff<br />Director, Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br ...
Influencers<br />Follow The Conversation Twitter Hashtag #PRNEDU<br />
“In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires 117 prime timeCommercials...
“<br />Technology is shifting the power away from the editors, the publishers, the establishment, themedia elite. Now it’s...
Feel Like<br />You Are Trying to Convince<br />These Guys? <br />
Shape the conversation by participating in it<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 />What Needs to happen today – Shorter Releas...
Consistent<br />Communications<br />Matters<br />Follow The Conversation Twitter Hashtag #PRNEDU<br />
Pursue social media as part of a comprehensive communications strategy<br />“It’s not about using new media; it’s about us...
Think both <br />Internal<br />and <br />External Communications<br />Resource:<br />Social Media Governance<br />http://b...
Push &Receive <br />Remember that the true power of social media lies in <br />Feedback<br />and Engagement<br />
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 #PRNEDU<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 />
Multimedia News Release from the US MINT<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<...
Blog Coverage of the story<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Blog Coverage of the story<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Blog Coverage of the story<br />Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
http://multivu.prnewswire.com/player/40617-charmin-enjoy-the-go/<br />
http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17<br />http://multivu.prnewswire.com/playe...
Use Social Media to make your content directional<br />
Visibility<br />Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/<br />
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...
Listen<br />
Follow The Conversation Twitter Hashtag #PRNEDU<br />
Don’t just Listen…but Listen with Specific Goals in mind from the start.<br />
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Metrics & Measurement / Analysis<br />PR Newswire Social Media Metrics<br />Created by: Michael Pranikoff, PR Newswire Glo...
WeALLneed<br />toBecome<br />‘ers<br />Data<br />Created by: Michael Pranikoff, PR Newswire Director of Emerging Media<br />
Bonus<br />Case<br />Study<br />
PR Newswire Social Media Metrics<br />
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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.

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

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

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