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

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Leveraging Your Brand in A Digital World: Presentation by PR Newswire Global Director of Emerging Media – Michael Pranikoff at the PRSA St. Louis Tech Day on November 5, 2010

Leveraging Your Brand in A Digital World: Presentation by PR Newswire Global Director of Emerging Media – Michael Pranikoff at the PRSA St. Louis Tech Day on November 5, 2010

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  • Today we are looking at a greater audience for news and information than ever before. The speed, breadth, and depth of information is reaching a wider audience then ever. The increased access and searchability of that content is also reaching new heights with journalists, investors, and consumers. This is now a hold of the financial industry as well as the casual investor as new technology allows people to make more informed decisions much more quickly.
  • We have come to the age and rise of social consumerism and I wanted to share this video to share with you do demonstrate the power of social media.Where can I get one of them. Dave represents the shift of consumers out there. And what we need to do is understand the consumer digital ecosystem out there.
  • The communications evolution turned revolution in the 90s with an explosion of new media forms. Internet became accessible to all – and with access, lowered the bar to communicate messages. It allowed almost anyone to become a media outlet, sometime regardless of qualifications or integity. Today, it seems that new media forms are introduced daily. You need a scorecard to keep up. For communicators, this rapid change can be overwhelming, but also a tremendous opportunity as vast audiences can be reached with great intimacy….but there are no rules and the roadmap changes constantly with faster innovation.
  • We are shifting from a brand voice to a social voice. And your brand is manifesting to your audiences brand. It’s not about what you think it its. About what your people think it is.
  • A brand is really the identity of a specific product, service, or businessAnd can take many forms, including a name, sign, symbol, color combination or slogan. Today the word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service.
  • A few weeks ago Gap announced their new logo on the website to see how people would take to it. Listened to 5,000 followers on twitter and Gap a lot smarter then we think 3 quarters of a million fans on facebookSales downStill others said it looked like the marketing director forgot to design a logo and threw something together in MS Word the day the logo was unveiled.'Looks Like it Cost $17 From an Old Microsoft Word Clipart Gallery‘apparently heard the cries of outrage, turned the redesign into a crowd-sourcing exercise on its Facebook page"It's all a cosmetic band-aid which is so unbelievable for a brand as big and 'mature' as Gap. I'll be surprised if a few people won't lose their jobs as this is basic Branding 101On line criKITV SOCIAL WIRE
  • Sales is number one and the closer you tie campaign to sales results the more support you will get. Leads (more people fall into this category) and it is not the real KPI, on how many you have. Brands have got focused on fans and in fact they are very easy to buy. Cost about a $1.00 per fan. Engagement (are people reacting to content)Benchmarket it against others results Ultimately you need a CRM strategy.
  • Reporters are no longer the sole “gatekeeper” of information. Organizations now have an opportunity to communicate beyond the media and directly with consumers and investors, worldwide. While traditional media still holds sway, big dividends are yielded when savvy communicators embrace the new generation of citizen journalists, bloggers and participants in social networks.
  • Even the tenets of traditional media such as the AP are losing their own influence as to what consumers see.
  • What is news today? 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
  • The 1960s were noteworthy for cementing TV as THE communications medium and introducing a new technology that one could argue is already a relic in today’s world
  • Accessibility – dial up modem, millions of people, hotel slow wifi connection – opposite extreme – accessing content via a mobile device......what happens when you go to a site with a flash intro.....you look for the skip intro button....but if you are on a mobile device or dial up, it never loads. East To View – easy to find. How easy is it to find your content, when, where, how...search. Easy To Use – share, to do something with it....email, save, etc.
  • SEO is the foundation of social media. You cannot today put your stuff out on line and think social media is going to do it. Counted has to be found first before it can be shared. Think how you can drive through search.
  • People use optimizationmaz, this is the tool to help you One think people don’t think about with SEO, they leave seo part to the end needs to be at the beginning. You will notice that the name and headline have been blocked out here....this is to protect the guilty.
  • Send your news release out on a wire service. When you do so, make sure you are doing correct SEO properties, to drive back where you want them to go.
  • 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.
  • Brands create more opportunities for engagement. The real secret to social media success is to create something that you what to share with your friend and is consistent with your brand message. Does it pass the “I gotta share this!” Test, the answer is usually, NO. If people want to share it people will write about it or copy it.
  • The ARC is a highly-effective interactive communication platform that bundles video with other sales and promotional content, together with interactive functions that allow for a range of transactionsNotification release with link to the landing page was distributed to over 5,400 sites and targeted media outletsDistributed to a variety of social media sites and available through anchor text links (InText). Bloggers and consumers easily embeded the IMP in their blogs, web sites and social media pages.Bloggers and consumers easily embeded the IMP in their blogs, web sites and social media pages.
  • Currently have 4,800 fans on face book“Pushed” multimedia content out via comprehensive distribution network.“Pulled” audiences by driving them back to the Contest and Facebook pages.Engaged with audiences via social media tools and calls to action.Spread their content virallyby making content embeddable.Supported an evolving) campaignMade their multimedia contentSEO friendly.
  • Walk by a store and your phone will start buzzing.
  • Walk by a store and your phone will start buzzing.
  • Walk by a store and your phone will start buzzing.
  • Everything is Going mobile. Watch the kids we are old. Kids don’t need to think about.
  • Transcript

    • 1. Leveraging Your Brand
      in a Digital World
    • 2. Michael Pranikoff
      Global Director, Emerging Media
      michael.pranikoff@prnewswire.com
      http://www.delicious.com/michaelpranikoff
      Twitter / @mpranikoff
      Follow The Conversation on Twitter #prsatechday
    • 3. Old School
      New School
    • 4. United States Social Media Usage
    • 5. Follow The Conversation on Twitter #prsatechday
    • 6. Source: InSites Consulting
      72% of Internet users are part of at least one social network, which translates to 940 million users worldwide.
    • 7. Follow The Conversation on Twitter #prsatechday
    • 8. Follow The Conversation on Twitter #prsatechday
    • 9.
    • 10. Follow The Conversation on Twitter #prsatechday
    • 11. BRANDS
      Source:
      Follow The Conversation on Twitter #prsatechday
    • 12. Source: http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html
    • 13.
    • 14. Listen
      Follow The Conversation on Twitter #prsastl
    • 15. FACT OR FICTION?
    • 16. How Will You Measure Your Success?
      Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/
    • 17. Identifying the
      Audience
      Where are they gathering?
      What are they talking about?
    • 18. Start by setting some….
      Audit first what’s working and what meets objectives.
    • 19. The Starting Line
    • 20. Forget what
      you
      you know about
      THINK
      Public
      Relations
      Image Credit: http://www.darrenhester.com/
    • 21. Communications Comes Into Focus
      Marketing
      Public Relations
      Companies want:
      • Direct access to consumers
      • 22. Opportunities to engage with audiences
      • 23. Continuous Messaging that is easy to share
      • 24. Analytics, ROI
      They want to communicate in a way that combines PR, Marketing and Advertising.
      Advertising
    • 25. Traditional Public Relations Model
      The model has changed....
    • 26. Journalist
      Journalist
      Journalist
    • 27.
    • 28. 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
    • 29. Pew Research Center’s
      • 57% of internet users share links to news stories
      • 30. 30% get news through Social Networks
      • 31. 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)
    • 32. Michael Pranikoff
      Director, Emerging Media
      PR Newswire
      michael.pranikoff@prnewswire.com
      www.delicious.com/michaelpranikoff
      Twitter / @mpranikoff
      Twitter Event Hashtag: #prncl
    • 33. Principles to Communicating Your Message Today
      • Make your contentAccessible
      • 34. Make your contentEasy To View
      • 35. Make your contentEasy To Use
      Follow The Conversation on Twitter #prsatechday
    • 36. Building the Foundation
      SEO
    • 37. Surround Your Content with Links to Relevant Content
    • 38. Make Your Content Easy to Use
    • 39. 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
      • 40. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
      • 41. Use links in releases – Deep Links! Concentrate those links in the first 3 paragraphs of the release.
    • OptimizationMax
    • 42. Case
      Study
    • 43. Follow The Conversation on Twitter #prsatechday
    • 44. Follow The Conversation on Twitter #prsatechday
    • 45. Follow The Conversation on Twitter #prsatechday
    • 46. Follow The Conversation on Twitter #prsatechday
    • 47. 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.
    • 48. SEO & SOCIAL MEDIA
      ARE BUDDIES
      Photo credit: http://www.flickr.com/photos/tambako/2387498031/
    • 49. Virgin America MNR
    • 50. Use Social Media to make your content directional
    • 51. Case
      Study
    • 52.
    • 53.
    • 54. Visibility
      Photo credit: http://www.flickr.com/photos/fortphoto/1746927016/
    • 55. Engagement
      The 3 I’s of Engagement
      • Interaction– The actions a person takes while present at those touch points
      • 56. Intimacy– The affection a person holds for a brand
      • 57. Influence– The likelihood a person is to advocate on behalf of the brand
      Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
    • 58. Case
      Study
    • 59.
    • 60.
    • 61.
    • 62.
    • 63.
    • 64. engage opportunity everywhere
    • 65. PRSA 2010 International Conference
      Washington, DC
      Oct. 16 – 19, 2010
      #PRNGame
      engage opportunity everywhere
    • 66. PRSA 2010 International Conference
      Washington, DC
      Oct. 16 – 19, 2010
      #PRNGame
      engage opportunity everywhere
    • 67. PRSA 2010 International Conference
      Washington, DC
      Oct. 16 – 19, 2010
      #PRNGame
      engage opportunity everywhere
    • 68. PRSA 2010 International Conference
      Washington, DC
      Oct. 16 – 19, 2010
      • Open to all attendees with a smartphone
      • 69. Placed codes all over the conference, name tags, sessions, even other exhibitor booths
      • 70. Over 1000 Tweets with #prngame in 3 days
      • 71. 19% of all Tweets with the #prsa_ic official hashtag included #prngame
      #PRNGame
      engage opportunity everywhere
    • 72. “It’s not about using new media; it’s about using media in new ways” Dr. Craig Lefebvre
      Follow The Conversation on Twitter #prsatechday
    • 73.
    • 74. 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
    • 75.
    • 76. “Share” button allows viewers to embed the ARCinto their blogs or Web sites.
    • 77. blog
      blog
      fan site
      blog
      blog
      fan site
      news site
      company site
      blog
      Distributes
      Updates
      ARC Content
    • 78.
    • 79. 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
    • 80. What can the ARC be used for?
      Drive business through coupon offers
      Get audiences involved in a cause
      Attract Facebook followers
    • 81. What can the ARC be used for?
      Help with a recruiting effort
      Increase Web site traffic
      Support the launch of a new campaign
    • 82. What can the ARC be used for?
      Promote reward or loyalty programs
      Engage with shareholders
      Generate buzz among consumers
    • 83. CONTENT is
    • 84.
    • 85. Consistent
      Communications
      Matters
      Follow The Conversation on Twitter #prsatechday
    • 86.
    • 87. Search Goes Social
    • 88.
    • 89. Facebook Social Plugin Now Integrated with
      PR Newswire
    • 90.
    • 91.
    • 92. Location Based Social Media… Follow Me!
    • 93. Snapshot of Tweet in St. Louis on 11/05/10 via Bing Twitter Map Apps
      Location Based Social Media… Follow Me!
    • 94. Location Based Social Media… Follow Me!
    • 95. Don’t Watch Us...Watch the Kids!
    • 96. Michael Pranikoff
      Global Director, Emerging Media
      michael.pranikoff@prnewswire.com
      http://www.delicious.com/michaelpranikoff
      Twitter / @mpranikoff
      Follow The Conversation on Twitter #prsatechday