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

1. Social Media & Corporate Identity Create the Authoritative Voice for Your Brand Follow The Conversation Twitter Hashtag #PRSA_DI

2. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff

3. a corporate identity is the "persona" of a corporation…. http://en.wikipedia.org/wiki/Corporate_identity 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. - Wally Olins Follow The Conversation Twitter Hashtag #PRSA_DI

4. Follow The Conversation Twitter Hashtag#PRSA_DI

5. Is your Corporate Identity Already Established? Is your Corporate Identity Changing? Do you have a Corporate Identity or Brand Identity?

6. Organizations Behind the Scenes Follow The Conversation Twitter Hashtag#PRSA_DI

7. What Customers/ Clients/ Citizens See… Follow The Conversation Twitter Hashtag#PRSA_DI

8. Feel Like You Are Trying to Convince These Guys?

9. Follow The Conversation Twitter Hashtag #PRSA_DI

10. Follow The Conversation Twitter Hashtag #PRSA_DI

11. Feel like your spreading your message too much?

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

14. From Corporate to Personal: A Breakdown Of The Four Types of Twitter Profiles Pure Corporate Brand Corporate with Persona Employee with Corporate Association Pure Personal Account Follow The Conversation Twitter Hashtag #PRSA_DI

15. Pure Corporate Brand

16. 2. Corporate with Persona

17. 2. Corporate with Persona

18. 2. Corporate with Persona

19. 3. Employee w/ Corporate Association Follow The Conversation Twitter Hashtag #PRSA_DI

20. 3. Employee w/ Corporate Association Follow The Conversation Twitter Hashtag #PRSA_DI

21. 4. Pure Personal Account

23. PRSA Digital Impact 2010: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media

24. PRSA Digital Impact 2010: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media

25. Listen Follow The Conversation Twitter Hashtag #PRSA_DI

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

28. Educate The Ambassadors

29. Education = Success

30. Think both Internal and External Communications Resource: Social Media Governance http://budurl.com/bhqq Establish Your Guidelines

31. Research Photo credit: http://www.flickr.com/photos/bjarkih/2315704064/

32. Source: http://budurl.com/9jd9 Follow The Conversation Twitter Hashtag #PRSA_DI

33. Source: http://budurl.com/9jd9 Follow The Conversation Twitter Hashtag #PRSA_DI

34. Use Social Media to make your content directional

35. Blogger Media Tours Use Social Media to make your content directional

36. Blogger Media Tours Use Social Media to make your content directional

37. Pursue social media as part of a comprehensive communications strategy “It’s not about using new media; it’s about using media in new ways” Dr. Craig Lefebvre

38. PRSA Digital Impact 2010: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media Follow The Conversation Twitter Hashtag #PRSA_DI

39. Audit first what’s working, what meets objectives, and Align ACTIONS with GOALS

40. How Do you Manage / Control your Corporate Identity in a Crisis Situation?

41. Case Study

43. PR Newswire Social Media Metrics

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.

55. BP is using old media tactics – Advertising With new media tactics – Search Engine Marketing (SEM)

59. Using Facebook To Reach Targeted Individuals and Advocates

60. Using Facebook To Reach Targeted Individuals and Advocates

61. Using Facebook To Reach Targeted Individuals and Advocates

62. Using Facebook To Reach Targeted Individuals and Advocates

63. Using Facebook To Reach Targeted Individuals and Advocates

64. Using Facebook To Reach Targeted Individuals and Advocates

66. Consistent Communications Matters Follow The Conversation Twitter Hashtag #PRSA_DI

67. Are you ready to use Social Media with your Corporate Identity? Credit: http://www.flickr.com/photos/clappstar/131011191/

68. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff

69. Social Media & Corporate Identity Create the Authoritative Voice for Your Brand Follow The Conversation Twitter Hashtag #PRSA_DI