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Leveraging Your Brand in Digital World

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Michael Pranikoff
Michael Pranikoff

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 DigitalWorld From Strategy to Execution Follow The Conversation Twitter Hashtag #PRevolution
Michael Pranikoff Global Director, Emerging Media PR Newswire michael.pranikoff@prnewswire.com www.delicious.com/michaelpranikoff Twitter / @mpranikoff
Follow The Conversation Twitter Hashtag #PRevolution
Executing the Strategy ,[object Object], Begin? ,[object Object]
Researching Our Options
Executing Our Plan
Examine the Activity and Steering the Course Twitter Hashtag #PRevolution
The Starting Line
Start by setting some….
How Will You Measure Your Success? Photo Credit: http://www.flickr.com/photos/ppdigital/2327029777/
Listen Follow The Conversation Twitter Hashtag #PRevolution
Case Study
Examining Field of Play
Educate The Ambassadors
Feel Like You Are Trying to Convince These Guys?
Education = Success
Think both Internal and External Communications Resource: Social Media Governance http://budurl.com/bhqq Establish Your Guidelines
Research Photo credit: http://www.flickr.com/photos/bjarkih/2315704064/
Identifying the Audience Where are they gathering? What are they talking about?
Influencers Follow The Conversation Twitter Hashtag #PRevolution
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
PUSH Photo credit: http://www.flickr.com/photos/ytruly/2463366156/
PULL Photo credit: http://www.flickr.com/photos/jonathangayman/1028689242/
The Power of PUSH&PULL Photo credit: http://www.flickr.com/photos/alvarezandz/3296307865/
Principles to Communicating Your Message Today ,[object Object]
Make your contentEasy To View
Make your contentEasy To UseFollow The Conversation Twitter Hashtag #PRevolution
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
Head Traditional Media Reaching Billions Reach MILLIONS Online Media SEARCH Tail Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
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
Consistent Communications Matters Follow The Conversation Twitter Hashtag #PRevolution
Search Engine Optimizationfor News Releases Created by: Michael Pranikoff, PR Newswire Director of Emerging Media
Tips for SEO & News Releases ,[object Object], Characters to allow for the ReTweet ,[object Object]
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. ,[object Object]
Engagement The 3 I’s of Engagement ,[object Object]
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
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Use Social Media to make your content directional
Case Study
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
Created by: Michael Pranikoff, PR Newswire GlobalDirector of Emerging Media
http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17 http://multivu.prnewswire.com/player/40880-la-auto-show/#
http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17 http://mediacenter.motorola.com/content/detail.aspx?ReleaseID=12060&NewsAreaID=17 http://multivu.prnewswire.com/player/40880-la-auto-show/#
Search Goes Social
Search Goes Social
Examine Activity the
Listen Follow The Conversation Twitter Hashtag #PRevolution
Follow The Conversation Twitter Hashtag #PRevolution
Follow The Conversation Twitter Hashtag #PRevolution
Bonus Case Study

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Leveraging Your Brand in Digital World

Notas del editor

  1. 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.
  2. 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.