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T lee pr social search final

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T lee pr social search final

  1. 1. Traditional Isn’t Enough: Amplifying Your PR Messages with Social and Search
  2. 2. Thomas Lee Partner 617-986-0223 tlee@451marketing.com linkedin.com/in/tomlee451 @TomLee451 www.451Marketing.com
  3. 3. The Way We Find and Consume Information Has Evolved
  4. 4. Broadcast
  5. 5. Broadcast Dialogue
  6. 6. 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
  7. 7. 33% of US consumers spend at least 3 hours online every day. Source: The Media Audit (10/11)
  8. 8. And, of that time…. …1 in 8 minutes on Facebook (Qualmann, Socialnomics, 2010)
  9. 9. January 15, 2009
  10. 10. >50% of people have learned about breaking news via social media rather than an official news source
  11. 11. 46% of people get their news online at least 3X a week
  12. 12. R.I.P. PUBLIC RELATIONS
  13. 13. 60% 29% 28% 19% While social media is now a top news source, traditional outlets still dominate
  14. 14. Public Social Search + + Relations Media
  15. 15. How Do You Amplify Your Public Relations Messages?
  16. 16. 1. Monitor Your Brand
  17. 17. Also monitor… Industry Competitors News #TrendingTopics
  18. 18. 2. Identify Brand Goals
  19. 19. 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?
  20. 20. 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
  21. 21. 3. Choose Your Social Platforms
  22. 22. Social Media … Makes Everyone Offers Immediacy a ‘Reporter’ Makes News and Disseminates Messages Mobile Messages Quickly
  23. 23. But… Based on your audience and messages, different platforms may be appropriate
  24. 24. 140 Million Users 340 Million Tweets Per Day Who uses Twitter? Other 54.6% 18-29 45.5% 31-49 41.5% 42.3%
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. >150 Million Members (a new member joins every second) >880,000 groups 42% 43 years old/ $107,000 annual income 58%
  29. 29. 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
  30. 30. Hosts >77 Million Blogs Companies With a 57% 70% 55% have acquired a more leads more web traffic customer through their blog
  31. 31. 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
  32. 32. And Don’t Forget To Follow Your Company’s
  33. 33. 4. Use Your Keywords and Phrases
  34. 34. Use Your SEO Keywords in Messaging
  35. 35. 5. Put Tracking Measures in Place
  36. 36. 5. Put Tracking Measures in Place
  37. 37. 6. Send Out Optimized Messages Goal-Focused Messaging Keywords and Phrases Social Media Best Practices + Tracking Optimized Digital Messaging
  38. 38. 6. Send Out Optimized Messages Press Releases Social Media Messages
  39. 39. BBJ Pacesetters
  40. 40. 7. Measure Results …and Adapt
  41. 41. 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
  42. 42. Case Study: Dancing Deer Baking Co.
  43. 43. 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
  44. 44. 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
  45. 45. Case Study: International Healthcare Publishing
  46. 46. 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
  47. 47. 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.
  48. 48. Case Study: The Yankee Candle Company
  49. 49. 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*
  50. 50. 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
  51. 51. 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
  52. 52. Questions?
  53. 53. – Founded in 2004 – Based in Boston – 30 Communications Professionals – Partners Nicholas Lowe, AJ Gerritson, and Tom Lee – Named a 2011
  54. 54. Thomas Lee Partner 617-986-0223 tlee@451marketing.com linkedin.com/in/tomlee451 @TomLee451 www.451Marketing.com

Hinweis der Redaktion

  • Source:Comscore, 2/11
  • 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
  • What is your audience searching for online?Work with your search marketing agency to create a keyword list to leverage in PR messaging
  • What is your audience searching for online?Work with your search marketing agency to create a keyword list to leverage in PR messaging
  • Use tools like bit.ly to track where clicks are coming from
  • Goal-Focused Messaging + Keywords and Phrases+Social Media Best Practices
  • Work with your search marketing agency to identi
  • Intro to 451 Marketing

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