Social Media<br />&<br />Corporate Identity<br />Create the Authoritative Voice for Your Brand<br />Follow The Conversatio...
Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />w...
a corporate identity is the "persona" of a corporation…. <br />http://en.wikipedia.org/wiki/Corporate_identity<br />Corpor...
Follow The Conversation Twitter Hashtag#PRSA_DI<br />
Is your Corporate Identity Already Established?<br />Is your Corporate Identity Changing?<br />Do you have a Corporate Ide...
Organizations Behind the Scenes<br />Follow The Conversation Twitter Hashtag#PRSA_DI<br />
What Customers/ Clients/ Citizens See…<br />Follow The Conversation Twitter Hashtag#PRSA_DI<br />
Feel Like<br />You Are Trying to Convince<br />These Guys? <br />
Follow The Conversation Twitter Hashtag #PRSA_DI<br />
Follow The Conversation Twitter Hashtag #PRSA_DI<br />
Feel like your spreading your message too much?  <br />
Source: http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html<br />
From Corporate to Personal: A Breakdown Of The Four Types of Twitter Profiles<br />Pure Corporate Brand<br />Corporate wit...
Pure Corporate Brand<br />
2. Corporate with Persona<br />
2. Corporate with Persona<br />
2. Corporate with Persona<br />
3. Employee w/ Corporate Association<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
3. Employee w/ Corporate Association<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
4. Pure Personal Account <br />
PRSA Digital Impact 2010: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
PRSA Digital Impact 2010: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
Listen<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
Identifying the <br />Audience<br />Where are they gathering? <br />What are they talking about? <br />
Educate The Ambassadors<br />
Education = Success<br />
Think both <br />Internal<br />and <br />External Communications<br />Resource:<br />Social Media Governance<br />http://b...
Research<br />Photo credit: http://www.flickr.com/photos/bjarkih/2315704064/<br />
Source:  http://budurl.com/9jd9<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
Source:  http://budurl.com/9jd9<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
Use Social Media to make your content directional<br />
Blogger Media Tours <br />Use Social Media to make your content directional<br />
Blogger Media Tours <br />Use Social Media to make your content directional<br />
Pursue social media as part of a comprehensive communications strategy<br />“It’s not about using new media; it’s about us...
PRSA Digital Impact 2010: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />Follow The Conversation Twi...
Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS<br />
How Do you Manage / Control your Corporate Identity in a Crisis Situation?<br />
Case<br />Study<br />
PR Newswire Social Media Metrics<br />
<ul><li> FEMA conducted a soft launch of www.youtube.com/fema  in Friday, September 2008. Despite a soft launch, the chann...
 FEMA’s videos on YouTube are raw, low-budget, low-production. In most cases, the videos are lightly-edited b-roll of emer...
FEMA’s video content strategy works because it is raw and has a more “authentic” feel. In this case, slick production woul...
BP is using old media tactics – Advertising<br />With new media tactics – Search Engine Marketing (SEM)<br />
Using Facebook To Reach Targeted Individuals and Advocates<br />
Using Facebook To Reach Targeted Individuals and Advocates<br />
Using Facebook To Reach Targeted Individuals and Advocates<br />
Using Facebook To Reach Targeted Individuals and Advocates<br />
Using Facebook To Reach Targeted Individuals and Advocates<br />
Using Facebook To Reach Targeted Individuals and Advocates<br />
Consistent<br />Communications<br />Matters<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
Are you ready to use Social Media with your Corporate Identity? <br />Credit: http://www.flickr.com/photos/clappstar/13101...
Michael Pranikoff<br />Global Director, <br />Emerging Media<br />PR Newswire<br />michael.pranikoff@prnewswire.com<br />w...
Upcoming SlideShare
Loading in …5
×

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

9,040 views

Published on

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

Published in: Business
0 Comments
17 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
9,040
On SlideShare
0
From Embeds
0
Number of Embeds
49
Actions
Shares
0
Downloads
0
Comments
0
Likes
17
Embeds 0
No embeds

No notes for slide
  • 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
  • Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand Social Media & Corporate Identity: Create the Authoritative Voice for Your Brand

    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. Source: http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html<br />
    13. 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 />
    14. Pure Corporate Brand<br />
    15. 2. Corporate with Persona<br />
    16. 2. Corporate with Persona<br />
    17. 2. Corporate with Persona<br />
    18. 3. Employee w/ Corporate Association<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    19. 3. Employee w/ Corporate Association<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    20. 4. Pure Personal Account <br />
    21. PRSA Digital Impact 2010: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    22. PRSA Digital Impact 2010: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />
    23. Listen<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    24. Identifying the <br />Audience<br />Where are they gathering? <br />What are they talking about? <br />
    25. Educate The Ambassadors<br />
    26. Education = Success<br />
    27. 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 />
    28. Research<br />Photo credit: http://www.flickr.com/photos/bjarkih/2315704064/<br />
    29. Source: http://budurl.com/9jd9<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    30. Source: http://budurl.com/9jd9<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    31. Use Social Media to make your content directional<br />
    32. Blogger Media Tours <br />Use Social Media to make your content directional<br />
    33. Blogger Media Tours <br />Use Social Media to make your content directional<br />
    34. 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 />
    35. PRSA Digital Impact 2010: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    36. Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS<br />
    37. How Do you Manage / Control your Corporate Identity in a Crisis Situation?<br />
    38. Case<br />Study<br />
    39. PR Newswire Social Media Metrics<br />
    40. <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.
    41. 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.
    42. 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 />
    43. BP is using old media tactics – Advertising<br />With new media tactics – Search Engine Marketing (SEM)<br />
    44. Using Facebook To Reach Targeted Individuals and Advocates<br />
    45. Using Facebook To Reach Targeted Individuals and Advocates<br />
    46. Using Facebook To Reach Targeted Individuals and Advocates<br />
    47. Using Facebook To Reach Targeted Individuals and Advocates<br />
    48. Using Facebook To Reach Targeted Individuals and Advocates<br />
    49. Using Facebook To Reach Targeted Individuals and Advocates<br />
    50. Consistent<br />Communications<br />Matters<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />
    51. Are you ready to use Social Media with your Corporate Identity? <br />Credit: http://www.flickr.com/photos/clappstar/131011191/<br />
    52. 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 />
    53. Social Media<br />&<br />Corporate Identity<br />Create the Authoritative Voice for Your Brand<br />Follow The Conversation Twitter Hashtag #PRSA_DI<br />

    ×