Leveraging Your Brand In A Digital World – PRSA St. Louis Tech Day Nov. 5, 2010

Leveraging Your Brand
in a Digital World

Michael Pranikoff
Global Director, Emerging Media
michael.pranikoff@prnewswire.com
http://www.delicious.com/michaelpranikoff
Twitter / @mpranikoff
Follow The Conversation on Twitter #prsatechday

Old School
New School

United States Social Media Usage

Source: InSites Consulting
72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.

BRANDS
Source:

Source: http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html

Listen
Follow The Conversation on Twitter #prsastl

FACT OR FICTION?

How Will You Measure Your Success?
Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/

Identifying the
Audience
Where are they gathering?
What are they talking about?

Start by setting some….
Audit first what’s working and what meets objectives.

The Starting Line

Forget what
you
you know about
THINK
Public
Relations
Image Credit: http://www.darrenhester.com/

Communications Comes Into Focus
Marketing
Public Relations
Companies want:
Direct access to consumers
Opportunities to engage with audiences
Continuous Messaging that is easy to share
Analytics, ROI
They want to communicate in a way that combines PR, Marketing and Advertising.
Advertising

Traditional Public Relations Model
The model has changed....

Journalist
Journalist
Journalist

News Traffic Landscape
Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic.
Yahoo News
Google News
New York Times
CNN
China’s QQ.com
BBC
MSN

Pew Research Center’s
57% of internet users share links to news stories
30% get news through Social Networks
6% get news via Twitter feeds

“In 1965, 80 percent of adults could be reached with three 60 second TV spots. Today it requires117 prime time Commercials to produce the same result” (Jim Stengel, CMO, P&G)

Michael Pranikoff
Director, Emerging Media
PR Newswire
www.delicious.com/michaelpranikoff
Twitter Event Hashtag: #prncl

Principles to Communicating Your Message Today
Make your contentAccessible
Make your contentEasy To View
Make your contentEasy To Use

Building the Foundation
SEO

Surround Your Content with Links to Relevant Content

Make Your Content Easy to Use

Tips for SEO & News Releases
Create Tweetable Headlines – 120
Characters to allow for the ReTweet
In reality – Headlines need to be 65 – 80 Characters with spaces. Headline is the Title Tag
Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release.

OptimizationMax

Case
Study

Using multimedia in your releases increases
journalist and public engagement by 35%.
According to internal sample research comparing press releases that contain multimedia with those that do not.

SEO & SOCIAL MEDIA
ARE BUDDIES
Photo credit: http://www.flickr.com/photos/tambako/2387498031/

Virgin America MNR

Use Social Media to make your content directional

Case
Study

Visibility
Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/

Engagement
The 3 I’s of Engagement
Interaction– The actions a person takes while present at those touch points
Intimacy– The affection a person holds for a brand
Influence– The likelihood a person is to advocate on behalf of the brand
Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/

Case
Study

engage opportunity everywhere

PRSA 2010 International Conference
Washington, DC
Oct. 16 – 19, 2010
#PRNGame

PRSA 2010 International Conference
Washington, DC
Oct. 16 – 19, 2010
Open to all attendees with a smartphone
Placed codes all over the conference, name tags, sessions, even other exhibitor booths
Over 1000 Tweets with #prngame in 3 days
19% of all Tweets with the #prsa_ic official hashtag included #prngame
#PRNGame

“It’s not about using new media; it’s about using media in new ways” Dr. Craig Lefebvre

A
R
C
The ARC Engagement Platform
ccess your audiences via multi-channel distribution
each them with dynamic multimedia content
onnect, interact, transact and engage

“Share” button allows viewers to embed the ARCinto their blogs or Web sites.

blog
blog
fan site
blog
blog
fan site
news site
company site
blog
Distributes
Updates
ARC Content

Our Shining Example NY Fan Page has hit more than 1000 fans within four hours of launching our campaign.....So exciting to see such results!
Gayle Nowak
Haggman Advertising

What can the ARC be used for?
Drive business through coupon offers
Get audiences involved in a cause
Attract Facebook followers

Help with a recruiting effort
Increase Web site traffic
Support the launch of a new campaign

Promote reward or loyalty programs
Engage with shareholders
Generate buzz among consumers

CONTENT is

Consistent
Communications
Matters

Search Goes Social

Facebook Social Plugin Now Integrated with
PR Newswire

Location Based Social Media… Follow Me!

Snapshot of Tweet in St. Louis on 11/05/10 via Bing Twitter Map Apps

Don’t Watch Us...Watch the Kids!

Michael Pranikoff
Global Director, Emerging Media
http://www.delicious.com/michaelpranikoff

Leveraging Your Brand In A Digital World – PRSA St. Louis Tech Day Nov. 5, 2010

by PR Newswire on Nov 08, 2010

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Leveraging Your Brand In A Digital World – PRSA St. Louis Tech Day Nov. 5, 2010 — Presentation Transcript