Leveraging Your Brand in a Digital World From Strategy to Execution - PRSA Michigan April 22, 2010
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This presentation was part of the PRSA Michigan 2010 Conference held on 4/22/10. Leveraging Your Brand in a Digital World from Strategy to Execution was a joint presentation with Curtis Jackson from The Quell Group, and Michael Pranikoff, PR Newswire Global Director of Emerging Media. This is the presentation by Pranikoff on the execution of the strategy. www.prnewswire.com
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Leveraging Your Brand in a Digital World From Strategy to Execution - PRSA Michigan April 22, 2010
- 1. Leveraging Your Brand in a DigitalWorld From Strategy to Execution Follow The Conversation Twitter Hashtag #PRevolution
- 2. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff
- 3. Follow The Conversation Twitter Hashtag #PRevolution
- 5. Researching Our Options
- 7. Examine the Activity and Steering the Course Twitter Hashtag #PRevolution
- 9. Start by setting some….
- 10. How Will You Measure Your Success? Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/
- 11. Listen Follow The Conversation Twitter Hashtag #PRevolution
- 12. Case Study
- 16. Examining Field of Play
- 19. Feel Like You Are Trying to Convince These Guys?
- 21. Think both Internal and External Communications Resource: Social Media Governance http://budurl.com/bhqq Establish Your Guidelines
- 22. Research Photo credit: http://www.flickr.com/photos/bjarkih/2315704064/
- 23. Identifying the Audience Where are they gathering? What are they talking about?
- 24. Influencers Follow The Conversation Twitter Hashtag #PRevolution
- 26. 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
- 27. PUSH Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
- 28. PULL Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
- 29. The Power of PUSH&PULL Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
- 31. Make your contentEasy To View
- 32. Make your contentEasy To UseFollow The Conversation Twitter Hashtag #PRevolution
- 33. Mainstream Media Pickup Blogs / Twitter / Online Pubs Immediate Online Pickup Weekly Trade Pubs Monthly Trades Quarterly Pubs / Journals Search Share Blog Release Goes Out over PRNewswire The Long Tail of Public Relations Press Release Conversation Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 34. Head Traditional Media Reaching Billions Reach MILLIONS Online Media SEARCH Tail Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 35. The Long Tail of Public Relations Over Six Months Amount of Coverage Time From Origination Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 36. Consistent Communications Matters Follow The Conversation Twitter Hashtag #PRevolution
- 37. Search Engine Optimizationfor News Releases Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
- 42. Think Keyword Phrases not Keywords – 42% of searches performed use 3-5 Keywords – Comscore
- 45. Intimacy– The affection a person holds for a brand
- 46. Influence– The likelihood a person is to advocate on behalf of the brand Photo credit: http://www.flickr.com/photos/juantheflyfactory/3417503039/
- 48. Case Study
- 49. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 50. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 51. Use Social Media to make your content directional
- 52. Case Study
- 53. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 54. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 55. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 56. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 57. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 58. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 59. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 60. Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
- 65. Examine Activity the
- 66. Listen Follow The Conversation Twitter Hashtag #PRevolution
- 67. Follow The Conversation Twitter Hashtag #PRevolution
- 68. Follow The Conversation Twitter Hashtag #PRevolution
- 69. Bonus Case Study
- 71. PR Newswire Social Media Metrics
- 75. Listen Analyze Strategize Engage Repeat Source: http://thecoolgadgets.com/wp-content/uploads/2009/09/8-phaser-laser-gun.jpg
- 76. Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff
- 77. Leveraging Your Brand in a Digital World From Strategy to Execution Follow The Conversation Twitter Hashtag #PRevolution
Notas do Editor
- 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.
- As in the last slide from the Nielsen study on the White House, Engagement is increasingly one of the most important things that we can measure.