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451 Marketing
451 MarketingMarketing and Communications Agency um 451 Marketing
Traditional Isn’t Enough:
Amplifying Your PR Messages with Social and Search
Thomas Lee
 Partner
      617-986-0223
      tlee@451marketing.com
      linkedin.com/in/tomlee451
      @TomLee451

www.451Marketing.com
The Way We Find and Consume
   Information Has Evolved
Broadcast
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Broadcast   Dialogue
T lee pr social search final
Search engines are increasingly important




Worldwide, 88,000,000,000 searches
are conducted on Google per month.
                              34,000 Per Second
                      2,000,000 Per Minute
           121,000,000 Per Hour
3,000,000,000 Per Day
33% of US consumers spend at least
           3 hours online every day.




                      Source: The Media Audit (10/11)
And, of that time….




…1 in 8 minutes on Facebook
  (Qualmann, Socialnomics, 2010)
January 15, 2009
T lee pr social search final
T lee pr social search final
>50%
of people have learned about breaking news via
social media rather than an official news source
46%
of people get their news online
      at least 3X a week
R.I.P.
 PUBLIC
RELATIONS
60%

                    29%   28%   19%



 While social media is now a top news
source, traditional outlets still dominate
Public    Social Search
         +       +
Relations Media
How Do You Amplify Your Public
    Relations Messages?
1. Monitor Your Brand
T lee pr social search final
Also monitor…
Industry
      Competitors
News
  #TrendingTopics
2. Identify Brand Goals
What products are you trying to promote?
     What are your marketing and
Ask Yourself: How achieve?
    sales teams trying to can public
     What part of your business
   relations support and
        are you trying to grow?
   enhance these efforts?
 Who is your target audience and market?
  What messages are important to your
   company and senior management?
Develop a Strategic PR Plan…

      1.   Develop key messaging
      2.   Build targeted media list based on
           your audience
      3.   Establish a plan of attack
           •   Events
           •   Promotional campaigns
           •   Wire Releases
      4.   Identify internal thought leaders to
           pitch as sources


               …to Achieve Brand Goals
3. Choose Your Social Platforms
Social Media …
                    Makes Everyone
 Offers Immediacy
                    a ‘Reporter’




 Makes News and     Disseminates
 Messages Mobile    Messages Quickly
But…

 Based on your audience and
 messages, different platforms
     may be appropriate
140 Million Users
         340 Million Tweets Per Day
Who uses Twitter?

                         Other
                 54.6%
                                  18-29
         45.5%           31-49    41.5%
                          42.3%
Use Twitter to:
• Share updates about
  brand, products, personalities, events
• Find industry influencers
• Monitor brand sentiment
• Build relationships with media
• Link back to online properties
• Leverage trending topics with #hashtags
• Respond to online and offline crises
900 Million Users

 Average user has 130  friends
Average visit lasts 23 minutes
46% of users are over the age of 45
57% of Facebook users are female
Use Facebook to:
• Post content including blog
  posts, photos, video, and other and updates
  about brand, products, events
• Stay connected and interact with existing
  customers
• Built in focus group
• Link back to online properties
>150 Million                         Members
      (a new member joins every second)


                            >880,000 groups

                                          42%
            43 years old/
 $107,000 annual income        58%
Use LinkedIn to:
• Post content to demonstrate knowledge
  within an industry or field
• Interact with group members to build
  relationships and demonstrate expertise
• Sales tool
• Talent acquisition
• Link back to online properties
Hosts >77 Million Blogs


 Companies With a

57%                70%          55%
have acquired a    more leads   more web traffic
customer through
their blog
Goals for Using a Blog (Like WordPress):
• Central hub for thought leadership and brand
  voice development
• Increase traffic to Website, online visibility
• Establish company representatives as thought
  leaders and expert sources
• Show personality
And Don’t Forget To Follow
     Your Company’s
4. Use Your Keywords and Phrases
Use Your SEO Keywords
     in Messaging
5. Put Tracking Measures in Place
5. Put Tracking Measures in Place
6. Send Out Optimized Messages
           Goal-Focused Messaging
             Keywords and Phrases
         Social Media Best Practices
       +                    Tracking

        Optimized Digital Messaging
6. Send Out Optimized Messages
    Press Releases   Social Media Messages
BBJ Pacesetters
7. Measure Results




                     …and Adapt
In Review
 1.   Monitor your brand
 2.   Identify brand goals
 3.   Choose appropriate platforms
 4.   Use search keywords
 5.   Track
 6.   Send optimized messages
 7.   Measure and adapt
Case Study: Dancing Deer Baking Co.
Case Study: Dancing Deer Baking Co.
Goals:
• Increase brand awareness in time for their busy holiday
  season (Thanksgiving-New Years) – in late October

Approach:
• Targeted bloggers and other influencers who were
  relevant to target demographic using online
  product review and giveaway program
• Invited a select group for an on-site tour of factory
  in full production mode
• Associated brand with annual “Social Strategists to
  Watch” list - honorees received a surprise
  congratulatory gift from Dancing Deer
• Used branded keywords throughout
Case Study: Dancing Deer Baking Co.
    5 million+ page views in 10 days
         17,000+ contest entries
          Facebook fans +20%

5,000+ unique visitors to DancingDeer.com     $175,000+
                                              in less than 2 months!
    +2.5 million Twitter impressions
   81 Targeted Blogs  national coverage
including USA Today, “Wake Up With Al,” Fox
       Business, “Daily Candy,” Forbes
Case Study: International Healthcare Publishing
Case Study: International Healthcare Publishing
Goals:
• Increase online sales and create buzz for a specialty publication for nurses

• Increase dialogue around and awareness of the publication using
  Facebook as a fan gate and alternative point of purchase
Approach:
• PR – identify and pitch key influencers in online
  nursing community

• Search – Facebook ads and PPC to promote
  Facebook page

• Social – created Facebook POS and executed
  engagement tactics – quizzes, contests, polls
Case Study: International Healthcare Publishing


13,265%                            12,278,000
increase in Facebook likes         impressions on Facebook in one week
in first week


Through blogger outreach and search optimized
releases, the team was able to secure coverage
for the client in industry blogs viewed regularly
by the target community.
Case Study: The Yankee Candle Company
Case Study: The Yankee Candle Company
 Goals:
 Goal was to raise national awareness around “Stars and Stripes”
 patriotic line among key demographics by leveraging the Memorial Day
 holiday weekend

 Challenges:
 451 Marketing identified an ideal partner in Tory Johnson, a
 regular guest on “Good Morning America.” There were several
 challenges presented with this opportunity:
      1. Deal must offer significant discount
      2. Short lead time
      3. Large amount of uncertainty surrounding whether
          feature would air

 *Traditionally, Tory Johnson deal segments on GMA had
 yielded between 900 and 1,500 transactions per deal*
Case Study: The Yankee Candle Company
   Approach:
   • 3 large candles for $30 – nearly 60% discount

   • Deal to run for five

   • Focus on USA manufacture of Yankee Candles

   • Multi-channel approach utilizing social media and traditional
     tactics
Case Study: The Yankee Candle Company
   Results:
      Segment viewership: 4,243,869
      Ad value: $658,000

      >1.7 million Twitter impressions
      > 600,000 Facebook impressions

      More than 9,000 transactions
      6,000 transactions in stores
      33% first time customers
Questions?
T lee pr social search final
– Founded in 2004

– Based in Boston

– 30 Communications Professionals

– Partners Nicholas Lowe,
  AJ Gerritson, and Tom Lee

– Named a 2011
Thomas Lee
 Partner
      617-986-0223
      tlee@451marketing.com
      linkedin.com/in/tomlee451
      @TomLee451

www.451Marketing.com
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T lee pr social search final

  • 1. Traditional Isn’t Enough: Amplifying Your PR Messages with Social and Search
  • 2. Thomas Lee Partner 617-986-0223 tlee@451marketing.com linkedin.com/in/tomlee451 @TomLee451 www.451Marketing.com
  • 3. The Way We Find and Consume Information Has Evolved
  • 6. Broadcast Dialogue
  • 8. Search engines are increasingly important Worldwide, 88,000,000,000 searches are conducted on Google per month. 34,000 Per Second 2,000,000 Per Minute 121,000,000 Per Hour 3,000,000,000 Per Day
  • 9. 33% of US consumers spend at least 3 hours online every day. Source: The Media Audit (10/11)
  • 10. And, of that time…. …1 in 8 minutes on Facebook (Qualmann, Socialnomics, 2010)
  • 14. >50% of people have learned about breaking news via social media rather than an official news source
  • 15. 46% of people get their news online at least 3X a week
  • 17. 60% 29% 28% 19% While social media is now a top news source, traditional outlets still dominate
  • 18. Public Social Search + + Relations Media
  • 19. How Do You Amplify Your Public Relations Messages?
  • 22. Also monitor… Industry Competitors News #TrendingTopics
  • 24. What products are you trying to promote? What are your marketing and Ask Yourself: How achieve? sales teams trying to can public What part of your business relations support and are you trying to grow? enhance these efforts? Who is your target audience and market? What messages are important to your company and senior management?
  • 25. Develop a Strategic PR Plan… 1. Develop key messaging 2. Build targeted media list based on your audience 3. Establish a plan of attack • Events • Promotional campaigns • Wire Releases 4. Identify internal thought leaders to pitch as sources …to Achieve Brand Goals
  • 26. 3. Choose Your Social Platforms
  • 27. Social Media … Makes Everyone Offers Immediacy a ‘Reporter’ Makes News and Disseminates Messages Mobile Messages Quickly
  • 28. But… Based on your audience and messages, different platforms may be appropriate
  • 29. 140 Million Users 340 Million Tweets Per Day Who uses Twitter? Other 54.6% 18-29 45.5% 31-49 41.5% 42.3%
  • 30. Use Twitter to: • Share updates about brand, products, personalities, events • Find industry influencers • Monitor brand sentiment • Build relationships with media • Link back to online properties • Leverage trending topics with #hashtags • Respond to online and offline crises
  • 31. 900 Million Users Average user has 130 friends Average visit lasts 23 minutes 46% of users are over the age of 45 57% of Facebook users are female
  • 32. Use Facebook to: • Post content including blog posts, photos, video, and other and updates about brand, products, events • Stay connected and interact with existing customers • Built in focus group • Link back to online properties
  • 33. >150 Million Members (a new member joins every second) >880,000 groups 42% 43 years old/ $107,000 annual income 58%
  • 34. Use LinkedIn to: • Post content to demonstrate knowledge within an industry or field • Interact with group members to build relationships and demonstrate expertise • Sales tool • Talent acquisition • Link back to online properties
  • 35. Hosts >77 Million Blogs Companies With a 57% 70% 55% have acquired a more leads more web traffic customer through their blog
  • 36. Goals for Using a Blog (Like WordPress): • Central hub for thought leadership and brand voice development • Increase traffic to Website, online visibility • Establish company representatives as thought leaders and expert sources • Show personality
  • 37. And Don’t Forget To Follow Your Company’s
  • 38. 4. Use Your Keywords and Phrases
  • 39. Use Your SEO Keywords in Messaging
  • 40. 5. Put Tracking Measures in Place
  • 41. 5. Put Tracking Measures in Place
  • 42. 6. Send Out Optimized Messages Goal-Focused Messaging Keywords and Phrases Social Media Best Practices + Tracking Optimized Digital Messaging
  • 43. 6. Send Out Optimized Messages Press Releases Social Media Messages
  • 45. 7. Measure Results …and Adapt
  • 46. In Review 1. Monitor your brand 2. Identify brand goals 3. Choose appropriate platforms 4. Use search keywords 5. Track 6. Send optimized messages 7. Measure and adapt
  • 47. Case Study: Dancing Deer Baking Co.
  • 48. Case Study: Dancing Deer Baking Co. Goals: • Increase brand awareness in time for their busy holiday season (Thanksgiving-New Years) – in late October Approach: • Targeted bloggers and other influencers who were relevant to target demographic using online product review and giveaway program • Invited a select group for an on-site tour of factory in full production mode • Associated brand with annual “Social Strategists to Watch” list - honorees received a surprise congratulatory gift from Dancing Deer • Used branded keywords throughout
  • 49. Case Study: Dancing Deer Baking Co. 5 million+ page views in 10 days 17,000+ contest entries Facebook fans +20% 5,000+ unique visitors to DancingDeer.com $175,000+ in less than 2 months! +2.5 million Twitter impressions 81 Targeted Blogs  national coverage including USA Today, “Wake Up With Al,” Fox Business, “Daily Candy,” Forbes
  • 50. Case Study: International Healthcare Publishing
  • 51. Case Study: International Healthcare Publishing Goals: • Increase online sales and create buzz for a specialty publication for nurses • Increase dialogue around and awareness of the publication using Facebook as a fan gate and alternative point of purchase Approach: • PR – identify and pitch key influencers in online nursing community • Search – Facebook ads and PPC to promote Facebook page • Social – created Facebook POS and executed engagement tactics – quizzes, contests, polls
  • 52. Case Study: International Healthcare Publishing 13,265% 12,278,000 increase in Facebook likes impressions on Facebook in one week in first week Through blogger outreach and search optimized releases, the team was able to secure coverage for the client in industry blogs viewed regularly by the target community.
  • 53. Case Study: The Yankee Candle Company
  • 54. Case Study: The Yankee Candle Company Goals: Goal was to raise national awareness around “Stars and Stripes” patriotic line among key demographics by leveraging the Memorial Day holiday weekend Challenges: 451 Marketing identified an ideal partner in Tory Johnson, a regular guest on “Good Morning America.” There were several challenges presented with this opportunity: 1. Deal must offer significant discount 2. Short lead time 3. Large amount of uncertainty surrounding whether feature would air *Traditionally, Tory Johnson deal segments on GMA had yielded between 900 and 1,500 transactions per deal*
  • 55. Case Study: The Yankee Candle Company Approach: • 3 large candles for $30 – nearly 60% discount • Deal to run for five • Focus on USA manufacture of Yankee Candles • Multi-channel approach utilizing social media and traditional tactics
  • 56. Case Study: The Yankee Candle Company Results: Segment viewership: 4,243,869 Ad value: $658,000 >1.7 million Twitter impressions > 600,000 Facebook impressions More than 9,000 transactions 6,000 transactions in stores 33% first time customers
  • 59. – Founded in 2004 – Based in Boston – 30 Communications Professionals – Partners Nicholas Lowe, AJ Gerritson, and Tom Lee – Named a 2011
  • 60. Thomas Lee Partner 617-986-0223 tlee@451marketing.com linkedin.com/in/tomlee451 @TomLee451 www.451Marketing.com

Hinweis der Redaktion

  1. Source:Comscore, 2/11
  2. What are people saying about your brand/personalities online?You need to have an awareness of the sentiment around your brand online from the very beginning so that you can tailor your strategy to react to that sentiment
  3. What is your audience searching for online?Work with your search marketing agency to create a keyword list to leverage in PR messaging
  4. What is your audience searching for online?Work with your search marketing agency to create a keyword list to leverage in PR messaging
  5. Use tools like bit.ly to track where clicks are coming from
  6. Goal-Focused Messaging + Keywords and Phrases+Social Media Best Practices
  7. Work with your search marketing agency to identi
  8. Intro to 451 Marketing