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

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

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?

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/

27. Make your contentEasy To View

28. Make your contentEasy To UseFollow The Conversation Twitter Hashtag #PRNEDU

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/

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

56. Bonus Case Study

58. PR Newswire Social Media Metrics

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