Digital PR Campaign Building for Today's Digital World

Ac! 12
Digital PR Campaign
Building
AJ Gerritson
Founding Partner
451 Marketing

Building a Public Relations Campaign
for Today’s Digital World

The Early Days of Public Relations

Traditional PR Tactics
• Control the Message, Press Releases
• Create and Distribute Press Kits
• Media Relations
• Develop Hooks/Angles
• Support/Leverage Events
• Broadcast News
• Crisis Management
• Community Relations

77.4% of North America’s 344,000,000
people use the web. That’s 266,000,000!
World Internet Usage and Statistics News, June 2010

75% of all US Web users receive or find
news online. That’s 199,500,000!
Pew’s “Generations Online 2010” Report

Internet Passing
Television

In June 2009, European internet
consumption reached 14.2 hours per week
compared to 11.5 hours for TV.

There are 4.6 billion cell
phones in the world

Newspaper circulation is down
7 million over the last 25 years

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Source: Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media

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To Summarize
• The Web (and social
media) is an
increasingly important
communication
channel

• Traditional media is
still the most widely
consumed and most
trusted form of media
in the US

• A successful campaign
must be integrated

• The communication
landscape is changing

Building Your Digital PR Toolbox

Essential Digital PR Tools
• Social Media Channels/Platforms
• Search Marketing
• Profnet, HARO
• SEO/PR, Social Media Release
• Web 2.0 Monitoring
• Online Surveys
• Email
• Electronic Newswire Services
• TRAACKR

https://adwords.google.com/select/Key
wordToolExternal

WHAT IS SEO/PR?
SEO/PR = Innovative approach
that combines Public Relations
with Search Engine
Optimization generating more
sales leads and publicity through
crafting/optimizing press
releases

Additional Benefits Include:
• Your website’s rankings
• The number of referrals
from search engines
• Increased qualified
prospects/clients

76,632 Searches
The Importance of SEO/PR

141,360 Searches

31,260 Searches


Whoosh Announces New International Website
Reuters, NYC – 1 hour ago
Whoosh today announced a new Website developed by legendary Internet consulting firm
Molecular out of Watertown, Massachusetts. “the capabilities impressed us….” Proclaimed Whoosh CEO, Suzanna Banana


Reuters, NYC – 5 days ago
Whoosh today announced a new Website developed by legendary Internet consulting firm
Molecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana

Press coverage
sometimes show
up in the natural
search results,
Whoosh Launches E-Commerce Site – BusinessWeek – 1 days ago too.
Whoosh site a hit with women – Vogue – 3 hours ago

Fashion World Excited By New Designer’s AMAZING Web Site
Vogue – 3 hours ago
“This site carries an extraordinary range of designer women’s clothes and running shoes. We were delighted
with the ease of navigation and the shopping cart functionality of this site. The free shipping and overnight
options were particularly desirable. If there were shortcomings in the site, they were not immediately evident
to this reporter…

Reuters, NYC – 5 days ago
,,,Whoosh today announced a new Website developed by legendary Web-build firm
Molecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO,
Suzanna Banana

Vitale Caturano Shareholder William Kracunas Named To Boston Business
Journal’s 40 Under 40 List

6 days: 28,712
Impressions!

Building the Integrated
Campaign
• Identify customers and where they are
receiving/sharing information

• Listen/monitor online conversations,
glean insights, reputation management

• Identify online influencers

Campaign
• Craft messages for different channels

• Develop communications and online
engagement strategy
• Utilize web tools to build search
strategy
• Set up social media channels

Campaign
• Develop actionable content (eg. press
releases, whitepapers, etc.)
• Execute pro-active/reactive
communications campaign
• Make adjustments as needed
• Track results

Approach
• Due to short timeframe we
targeted influential social
media people and online
outlets who reach the
Situation company’s audience
• 75% of their yearly sales are • Created product review
done between program
Thanksgiving and New • Facilitated blogger tours of
Year’s Day the factory
• Down economy • Tied the brand/product
• Non-existent PR program into social media awards
• Website converts 1 out of • Ran social media contests
every 4.5 visitors into a and promos that engaged
customer, average sale is the audience and drove
$40-45 visitors to the website
• Customer demo: female, • Highlighted its charitable
25-48 giving program

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Combined subscribers
over 65,000!

Results
•Blogs received 5+ million page views in 10
days
•Dancing Deer received over 17,000 entries
•Dancing Deer’s Facebook fans increased by
20% during contest
•Blogs drove 2,326 visitors to
DancingDeer.com website

This resulted in a maximum
reach of 2.5+ million
impressions on twitter!

Results
Within two months we were able to track
15,000+ new visitors from social media
influencers to DancingDeer.com

At their current conversion rate (1 out of 4.5)
one can estimate this equated to 3,300 new
customers resulting in $132,000

In addition to coverage on 51 targeted blogs
we secured coverage on “Wake Up with
Al”, DailyCandy.com, USAToday.com,
Forbes.com, Huffingtonpost.com,
FastCompany.com,
FoxSmallBusinessCenter.com,
Boston.com, Entrepreneur.com

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• Over $2m during December and January
• 2008 Q4 was one of their best for new
business engagements

• Average 15-30 leads/month via website
• 1st page search results for 20+ keywords
• Over 8,000 visitors per month (almost doubled!)

• All goals/targets achieved
• Boston Globe, New York Times, Forbes

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451 Marketing
Founded 2004
20 FTE’s, Boston + Chicago
PR + Social Media + Search

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AJ Gerritson, Partner
451 Marketing
100 North Washington Street
Boston, MA 02114
617-259-1605 x 154
www.451marketing.com
www.451heat.com

www.Linkedin.com/in/ajgerritson

@AJGerritson

Digital PR Campaign Building for Today's Digital World

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