Presented by Janette Toral last September 7, 2010 at the Public Relations Society of the Philippines forum - "How to Package a Winning Entry in the Anvil". She shared her perspective on Digital PR and how to prepare for the Digital PR Tools - Internet and Mobile category of the awards.
The half-day event took place at the J.Y. Campos Hall B, Unilab Bayanihan Center, Pioneer Street, Mandaluyong City.
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Digital Public Relations (PR): 46th Anvil Awards Briefing
1. Digital
Public
Rela.ons
(46th
Anvil
Awards
Briefing)
Jane?e
Toral
h?p://www.digitalfilipino.com
2. Internet
Search
emerges
as
the
top
online
ac.vity.
Ac#vi#es
showing
significant
increase
at
95%
confidence
levels
Base:
Past
month
Internet
users
aged
10+
across
Na#onal
Urban
Philippines
Source:
Yahoo!-‐Nielsen
Net
Index
2010
3. What
people
Search
for
on
the
Net
Base:
Past
month
Internet
users
aged
10+
across
Na#onal
Urban
Philippines
who
have
used
a
search
engine
in
the
past
month
Source:
Yahoo!-‐Nielsen
Net
Index
2010
4. Social
media
is
changing
the
rules
of
engagement
Base:
Past
month
Internet
users
aged
10+
across
Na7onal
Urban
Philippines
Source:
Yahoo!-‐Nielsen
Net
Index
2010
Do
you
know
what
people
say
about
you?
5. Online
consumers
are
now
media
Real-‐.me
streams
Real-‐.me
search
Real-‐.me
expecta.ons
6.
7. TV
PRINT
POS
CRM
digital
digital
digital
digital
All
channels
will
be
digital
8. TV
PRINT
POS
CRM
digital
digital
digital
digital
social
social
social
social
All
channels
will
be
social
We
don’t
believe
in
hypes..
(we
trust
friends
more)
9. Facebook
Gaming
Mobile
They
are
all
“life”
(or
part
of
our
lives)
12. Find
out
compe..on
through
search
engine.
Search
engine
is
a
reputa.on
engine.
13. SITE
launch
Step
#2
Structure
/
Op.mize
• About
the
site
• Sidebar
• Company
index
– Facebook
page
• Categories
– Twi?er
– Cat1
– Slideshare
• Photo
– Archives
• Descrip.on
– Ads
• Company
info
– About
author
• Keyword:
category,
– News
company
name
19. Listed
-‐
Search
results
Monitor
your
ranking.
(results
as
of
August
11)
20. #5
Calibrate!
• Control
search
engine
results
• What
people
say
about
you
• Learn
how
to
read
trends
• Know
what
your
compe..on
is
up
to
There
is
no
excuse
why
you
don’t
know.
22. In
2009,
Havaianas
created
a
movement
calling
people
to
only
"wear
original"
Havaianas
flip-‐flops
and
curb
the
prolifera.on
of
local
imita.ons
and
products
that
bastardized
the
brand.
Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Media
Sharing
category)
23. The
campaign
also
leveraged
customers'
love
for
the
brand
and
more
importantly
-‐
Filipinos'
obsession
with
sharing
photos
on-‐line,
as
seen
by
the
numerous
posts
on
the
pledge
wall.
This
feature
became
the
primary
driver
of
site
traffic
as
visitors
shared
their
pictures
on
the
pledge
wall
on
their
social
network
pages.
24. Havaianas
Original:
Results
In
a
span
of
only
57
days,
we
were
able
to
get
54,000
visits
(44,000
unique
visitors)
to
the
site
and
3,700
photo
submissions
on
the
pledge
wall
with
virtually
no
ad
spend
on-‐line
/
off-‐line.
Site
traffic
was
generated
organically
by
employing
a
very
effec.ve
SEO
plan
and
integra.ng
viral
sharing
features
on
the
site.
26. Results
• P409,320
dona.on
• 15,000
+
tweets
• 3
weeks
• As
of
November,
Globe
has
provided
relief
packages
to
17,000
families
in
Marikina,
Rizal,
Mun.nlupa,
Laguna,
and
Pangasinan.
It
has
donated
Php3
million
to
various
founda.ons
for
the
vic.ms
of
the
floods.
28. Brand
Background
Real
Leaf
green
tea
is
the
newest
ready-‐to-‐drink
(RTD)
tea
in
the
market
launched
mid-‐2009.
Real
Leaf
is
brewed
from
100%
whole
green
tea
leaves,
naturally
packed
with
Theanine,
with
a
delicious
hint
of
fruit
and
honey.
The
Challenge
• Reinforce
strong
challenger
status
by
demonstra.ng
that
key
influencers
have
already
switched
into
the
brand
Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Blog
category)
29. Key
Learnings
• Incen.vized
consumer
engagement
with
the
blogger
community
around
a
strong
concept
can
drive
rich
RESPONSE
and
online
brand
presence.
Big
Idea
Medium
“What’s
in
it
for
me?”
Real
Leaf
Paparazzi
Key
Blogs
&
iPod
Nanos,
cash
&
products
Blog
Networks
=
150+
product-‐related
photos
400+
blog
posts
40+
related
search
results
30. 1st
place:
Mommy
Talks
by
Precious
Bahin.ng
h8p://www.mommytalks.net/2010/01/real-‐leaf-‐paparazzi.html
31. Search
Results
for:
“Real
Leaf”
Google
Top
10
results
Before:
1
video,
1
employee
post
Aser:
8
on
the
Top
10
search
results
36. Results
• 50
high
profile
celebri.es
contributed
content
• In
less
than
a
month
aser
its
launch,
US
$15,000
was
donated
to
Red
Cross.
37. Facebook
• Aim
to
reach
10,000
Likes
or
Fans
(.pping
point).
• Social
context
drives
advocacy
38.
39.
40. Results
• Launched
June
2,
2003
• Reached
1000
subscribers
in
one
month.
3000
by
year-‐end
2003.
• Conversion
rate
to
paying
buyers
was
3%
• Content
revised
5x
prior
to
publishing.
• Book
published
by
McGraw-‐Hill
Educa.on
Asia
– First
Filipino
author
published.
– Released
May
2004
(sold
out)
• Created
a
niche
database
– Organized
DigitalFilipino
E-‐Commerce
Forum
in
2004
(Cebu
and
Manila).
• Won
CITEM
E-‐Services
Best
e-‐Learning
Product
Award
runner-‐up
for
2004.
41. New
e-‐mail
marke.ng
systems
like
Flowtown.com
has
also
integrated
social
media
component.
42. TV
PRINT
POS
CRM
digital
digital
digital
digital
social
social
social
social
game
game
game
game
Digital
PR
#4:
Entertaining
Grabs
a?en.on..
WOW!
45. Results
• Lola
Techie
– Over
100,000
Facebook
fans
in
just
4
months.
– 4500
followers
on
Mul.ply.
– 3000
followers
on
Twi?er.
– 1884
followers
on
Plurk
and
500
fans
• Bayan
– Increased
sales
inquiries
by
700%!
– DSL
sales
grew
by
about
50%
during
the
period
when
the
commercial
started
airing
and
the
campaign
definitely
contributed
to
the
posi.ve
overall
business
performance
in
2009.
46.
47.
48. TV
PRINT
POS
CRM
digital
digital
digital
digital
social
social
social
social
game
game
game
game
Digital
PR
#5:
Playable
49. Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Media
Vo.ng
category)
BACKGROUND
Apl de Ap + MTV Asia + PH DOT
were in search for the next unsigned
PINOY ARTIST
50.
51. RESULTS
>> over 1,000 entries in less than 2 week seed; 4,000%
ROI
>> Quantity: Over 84 posts in 3 days
>> Quality: vs.
CLIENT
SPENDING
a. all linked URL
b. all had branding
c. call to action to vote
d. Twits made use of hash
e. niched to music, youth, lifestyle
f. 30% of blogs 1st & 2nd pages of Y! & Google
52. http://buddygancenia.com/blog/rates
- landing page for the link-building
campaign.
- All the necessary information about the
videographer, contact details, the
products and services, the rates and
sample videos are all in this page.
Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Search
Engine
Marke.ng
category)
53.
54. KEYWORDS
GOOGLE
YAHOO
BING
Corporate
events
coverage
Philippines
1
1
1
Corporate
video
1
1
1
Philippines
Events
video
coverage
Philippines
1
1
1
Events
coverage
1
2
1
Philippines
Corporate
events
2
8
4
coverage
Video
coverage
5
1
2
Philippines
Events
video
2
10
9
coverage
55. RESULTS
It increased the inquiry about 3 times. Bookings also increased from
the time the campaign was launched.
56. TV
PRINT
POS
CRM
digital
digital
digital
digital
social
social
social
social
game
game
game
game
mobile
mobile
mobile
mobile
Digital
PR
#6:
Useful
57.
58.
59. Hard Fun Easy Fun
Frustration Curiosity
Wonder
Surprise
Serious Fun
People Fun Excitement
Amusement Relaxation
Admiration Values
Become
part
of
our
life…
strike
on
emo.ons
Understand
people,
then
technology.
60. A
successful
Digital
PR
• People
will
search
for
you.
• People
will
write
about
you.
• People
will
share
you.
61. Preparing
your
entry
• What
does
the
entry
plan
• Execu.on
to
achieve?
– Website
(share-‐able)
– PR
versus
Adver.sing
– Campaign
– (reputa.on
building)
• Blog
• Target
public
• Facebook
• Twi?er
– Audience
profile
(niche
• Social
Media
segment)
– Results
– Sites
• Page
views
• Likes
• Share
• Retweet
• Comments
• Re-‐blog
Impact
must
be
clearly
stated
from
its
PR
perspec#ve.
63. Get
updated
deck
• h?p://www.slideshare.net/jane?etoral
• Join
our
following
ac.vites:
– Free
webinar
on
Search
Engine
&
Social
Media
Marke.ng
101
on
September
9
– September
28
to
30:
Sales
Tac.cs
Using
Search
Engine
&
Social
Media
Marke.ng
– Visit
h?p://www.searchprofileindex.com
for
more
details.