This document analyzes Michael Vick's brand and social media presence following his incarceration for dog fighting. It provides biographical information on Vick and discusses the volume, topics, and sentiment of online conversations about him. While Vick maintains a high share of voice, the sentiment toward his competitors is more positive. The document recommends Vick speak openly about his mistakes, donate money to animal causes, establish himself as reformed, and make media appearances to improve his brand image.

1. November 15, 2011
MICHAEL VICK
A BRAND ANALYSIS

2. WHO WE ARE
 PRAD 352—Digital PR
 Instructor: Matt Ragas
 Courtney Tunis— crteunis@gmail.com
 Gage Nordlof – gagenord@gmail.com
 Allie Vitas – alexandravitas@gmail.com
 Chris Dubiel -- ishdub4466@msn.com
 PJ Hammer -- eskamo@gmail.com

3. ABOUT MICHAEL VICK
 Born June 26, 1980
 Played college football for Virginia
Tech
 Finished third place in the Heisman
Trophy Race during his freshman year
 Drafted first overall in the 2001 NFL
draft by the Atlanta Falcons
 First African American QB to be
drafted first overall
 2007 – Vick was sentenced to 21
months in prison and 2 months of
home confinement for his
involvement in an illegal dog-fighting
ring

4. ABOUT MICHAEL VICK
 June 2009 – the Falcons released Vick
 August 13, 2009 – Vick signed a one-year
contract with the Philadelphia Eagles
 August 2011 – Vick signs a $100 million
contract with the Philadelphia Eagles
 Notable Endorsements
 Unequal Technologies (football pads)
 Nike
 Fuse Science (sport enhancing vitamins)
 Slogan – “I’ve learned…Don’t take
anything for granted”

5. WHAT PEOPLE ARE SAYING

6. VOLUME OF CONVERSATION ON ALL
SOCIAL MEDIA CHANNELS

7. VOLUME OF CONVERSATION
 Michael Vick Twitter Volume

8. BREAKDOWN OF SOCIAL MEDIA VOLUME BY TYPE

9. OVERALL SENTIMENT OF CONVERSATION
 Word Cloud Positive
Neutral
Negative

10. TOP SOCIAL MEDIA INFLUENCERS

11. TOPICS AND KEY WORDS SURROUNDING
MICHAEL VICK

12. COMPETITIVE ANALYSIS

13. COMPETITIVE TOP PHRASES

14. SHARE OF VOICE

15. IN DEPTH SHARE OF VOICE BY SOCIAL MEDIA
TYPE

16. COMPETITIVE MEDIA ANALYSIS

17. OVERALL COMPETITIVE SENTIMENT
NIKE deal
chatter.
Negative

18. ACTIONABLE SOCIAL MEDIA INSIGHTS
 We cannot have Vick downplay or ignore what
he did, as the public and the media both demand
that Vick demonstrate remorse and
accountability for his actions.
 Vick will make television and radio appearances
to discuss his mistake. Vick will speak out on
animal cruelty and the mistakes that led to his
incarceration.

19. ACTIONABLE SOCIAL MEDIA INSIGHTS
 It is in Vick’s best interest to donate a portion of
the money he earns from his endorsement deals
to an animal rights cause/organization.
 Make a series of public service announcements
regarding animal cruelty and speak to schools
about the importance of education and
extracurricular activities to keep kids involved
and out of trouble.

20. ACTIONABLE SOCIAL MEDIA INSIGHTS
 Establish Vick as a “changed man”
 The “New Michael Vick”
 With the advent of his upcoming book:
Michael Vick: Finally Free, Vick should appear on
Piers Morgan Tonight to discuss his book and his
changed lifestyle
 Cameo appearance on “The League”

21. CONCLUSION
 Many still think poorly of Vick’s character
 Much of the chatter focuses on his performance in
the NFL
 In comparison to his competitors, Vick’s maintains
31% of the conversation (share of voice)
 His competitors have higher positive sentiment
overall than Vick
 The majority of conversation regarding Vick occurs
on micromedia
 The next step for Vick is to follow our insights in
order to improve his brand image

22. “So many people who serve time never get a fair second
chance. It’s never a level playing field for prisoners when
they get out of jail . . .” – President Obama