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Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand
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Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand

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PRSA Digital Impact Conference May 2010. “Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand” Presentation given by PR Newswire Global Director of Emerging Media, …

PRSA Digital Impact Conference May 2010. “Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand” Presentation given by PR Newswire Global Director of Emerging Media, Michael Pranikoff. www.prnewswire.com

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  • 200 million active users worldwide30% of users are from the US2nd most visited web site in the world850 million photos, 7 million videos, and 28 million pieces of content are uploaded each monthMore than 95% of Facebook members have used at least one application built on Facebook PlatformMore than 4 million users become fans of Pages each day
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    • 1. Social Media<br />&<br />Corporate Identity<br />Create the Authoritative Voice for Your Brand<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    • 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. a corporate identity is the "persona" of a corporation…. <br />http://en.wikipedia.org/wiki/Corporate_identity<br />Corporate identity comes into being when there is a common ownership of an organizational philosophy that is manifest in a distinct corporate culture — the corporate personality. At its most profound, the public feel that they have ownership of the philosophy.<br />- Wally Olins<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    • 4. Follow The Conversation Twitter Hashtag#PRSA_DI<br />
    • 5. Is your Corporate Identity Already Established?<br />Is your Corporate Identity Changing?<br />Do you have a Corporate Identity or Brand Identity?<br />
    • 6. Organizations Behind the Scenes<br />Follow The Conversation Twitter Hashtag#PRSA_DI<br />
    • 7. What Customers/ Clients/ Citizens See…<br />Follow The Conversation Twitter Hashtag#PRSA_DI<br />
    • 8. Feel Like<br />You Are Trying to Convince<br />These Guys? <br />
    • 9. Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    • 10. Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    • 11. Feel like your spreading your message too much? <br />
    • 12.
    • 13. Source: http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html<br />
    • 14. From Corporate to Personal: A Breakdown Of The Four Types of Twitter Profiles<br />Pure Corporate Brand<br />Corporate with Persona<br />Employee with Corporate Association<br />Pure Personal Account <br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    • 15. Pure Corporate Brand<br />
    • 16. 2. Corporate with Persona<br />
    • 17. 2. Corporate with Persona<br />
    • 18. 2. Corporate with Persona<br />
    • 19. 3. Employee w/ Corporate Association<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    • 20. 3. Employee w/ Corporate Association<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    • 21. 4. Pure Personal Account <br />
    • 22.
    • 23. PRSA Digital Impact 2010: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    • 24. PRSA Digital Impact 2010: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    • 25. Listen<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    • 26. Identifying the <br />Audience<br />Where are they gathering? <br />What are they talking about? <br />
    • 27.
    • 28. Educate The Ambassadors<br />
    • 29. Education = Success<br />
    • 30. 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 />
    • 31. Research<br />Photo credit: http://www.flickr.com/photos/bjarkih/2315704064/<br />
    • 32. Source: http://budurl.com/9jd9<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    • 33. Source: http://budurl.com/9jd9<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    • 34. Use Social Media to make your content directional<br />
    • 35. Blogger Media Tours <br />Use Social Media to make your content directional<br />
    • 36. Blogger Media Tours <br />Use Social Media to make your content directional<br />
    • 37. 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 />
    • 38. PRSA Digital Impact 2010: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    • 39. Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS<br />
    • 40. How Do you Manage / Control your Corporate Identity in a Crisis Situation?<br />
    • 41. Case<br />Study<br />
    • 42.
    • 43. PR Newswire Social Media Metrics<br />
    • 44.
    • 45.
    • 46.
    • 47.
    • 48.
    • 49. <ul><li> FEMA conducted a soft launch of www.youtube.com/fema in Friday, September 2008. Despite a soft launch, the channel was viewed over 2000 times.
    • 50. FEMA’s videos on YouTube are raw, low-budget, low-production. In most cases, the videos are lightly-edited b-roll of emergency footage; in other cases, there are short interviews with staff and volunteers.
    • 51. FEMA’s video content strategy works because it is raw and has a more “authentic” feel. In this case, slick production would have construed “government” rather than “human”</li></li></ul><li>Bonus<br />Case<br />Study<br />
    • 52.
    • 53.
    • 54.
    • 55. BP is using old media tactics – Advertising<br />With new media tactics – Search Engine Marketing (SEM)<br />
    • 56.
    • 57.
    • 58.
    • 59. Using Facebook To Reach Targeted Individuals and Advocates<br />
    • 60. Using Facebook To Reach Targeted Individuals and Advocates<br />
    • 61. Using Facebook To Reach Targeted Individuals and Advocates<br />
    • 62. Using Facebook To Reach Targeted Individuals and Advocates<br />
    • 63. Using Facebook To Reach Targeted Individuals and Advocates<br />
    • 64. Using Facebook To Reach Targeted Individuals and Advocates<br />
    • 65.
    • 66. Consistent<br />Communications<br />Matters<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    • 67. Are you ready to use Social Media with your Corporate Identity? <br />Credit: http://www.flickr.com/photos/clappstar/131011191/<br />
    • 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 />
    • 69. Social Media<br />&<br />Corporate Identity<br />Create the Authoritative Voice for Your Brand<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />

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