Consumer reliance on technology and addiction to social media have changed the way we search, share, and shop. Traditional push marketing and has fallen to the wayside as we become more and more selective about the types of information we consume. In this ever-changing environment, traditional public relations cannot stand alone. While public relations is essential in shaping messaging and establishing relationships, professionals must leverage social media tools and search marketing best practices to ensure that their message is heard.
As partner and head of public relations at 451 Marketing, Tom Lee will offer his unique insight on the importance of fully integrated campaigns in this free webinar. Using examples and case studies, Tom will teach attendees how to connect with customers by controlling how, when, and where their key demographics view their messages and, ultimately, perceive their brand.
8. Search engine popularity has increased
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….
(Qualmann, Socialnomics, 2010)
25. What are your brand’s overall goals?
What are your marketing and
Ask Yourself: How achieve?
sales teams trying to can public
What part of your business
relationstrying to grow?and
are you
support
enhance these efforts?
Who is your target audience and market?
What messages are important to your
company and senior management?
28. Social Media …
Makes Everyone
Offers Immediacy
a ‘Reporter’
Makes News and Disseminates
Messages Mobile Messages Quickly
29. But…
Based on your audience and
messages, different platforms
may be appropriate
30. 140 Million Users
340 Million Tweets Per Day
Who uses Twitter?
54.6% Age
Other
45.5% 18-29
31-49 41.5%
42.3%
Gender
31. 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
32. 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
33. Use Facebook to:
• Post content including blog posts, photos,
video, and other and updates about brand,
products, events
• Interact with community
• Link back to online properties
34. >150 Million Members
(a new member joins every second)
>880,000 groups
42%
43 years old/
$107,000 annual income 58%
35. Use LinkedIn to:
• Post content to demonstrate knowledge
within an industry or field
• Interact with community
• Link back to online properties
36. Hosts >77 Million Blogs
Companies With a
57% 70% 55%
have acquired a more leads more web traffic
customer through
their blog
37. Goals for Using a Blog (Like WordPress):
• Central hub for thought leadership and brand
voice development
• Increase Traffic to Website, Online Visibility
Establish Brand/Corporate Figures as Thought
Leaders
• Show Personality
49. 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
50. 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
52. 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
53. 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.
55. Case Study: The Yankee Candle Company
Goals:
Goal was to raise national awareness around “Stars and Stripes”
patriotic cline 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*
56. 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
57. 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
58. In Review
1. Monitor your brand
2. Make sure goals are aligned
3. Choose appropriate platforms
4. Use search keywords
5. Track
6. Consistent execution
7. Measure
8. Adapt