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HOW TO GET 6M+ PEOPLE
TO LOVE YOUR BRAND
VIRAL PR
BEN KAPLAN
CEO
BASED IN SAN FRANCISCO + NEW YORK,

WE’RE THE WORLD’S FASTEST GROWING PR FIRM
GROWTH
FOCUSED
DATA
DRIVEN
VIRAL
OPTIMIZED
STARTUPS TECH CONSUMERBEVERAGES
SAMPLE CLIENTS
HOW IT
ALL BEGAN
@benjaminkaplan
MY FIRST
TOUR
@benjaminkaplan
CAN I TAKE MY PRODUCT TO

A NATIONAL TV AUDIENCE?

(WITHOUT EVER BUYING AN AD)
@benjaminkaplan
WHO SHOULD
WE PITCH?
‣ Pitched 15+ CNN producers
‣ Pitched entirely through email
‣ Heard nothing back
@benjaminkaplan
‣ Pitched the morning show hosts
‣ Sent email at 4:35 am
‣ Received response at 4:37 am
‣ “Let’s do it. Forwarding to my
p...
CAN YOU FIND
THE TRACTION
STEPS?
‣ Traction steps create a
natural flow from media
coverage to your product
‣ You can’t co...
PREP LIKE A
PRODUCER
‣ We provided a job title that
automatically included our
product website URL
‣ We pitched a blog pos...
STRATEGIC
BLOG POST
‣ Direct links to site home
page and product page
‣ Waves of new users and
buyers from these links
‣ S...
FINAL
RESULTS
‣ 10,000+ new website users
‣ $25,000 in direct product
sales from CNN interview
‣ $60,000 in revenue from
r...
WORLD’S
BEST-SELLING
SCHOLARSHIP BOOK
1.5 MILLION READERS
ACROSS THE GLOBE
HOW TO BE A THOUGHT LEADER
http://events.benkaplan.com/thoughtleader
VIDEO SERIES + 

CNN CASE STUDY
@benjaminkaplan
HOW CAN WE CREATE
DISPROPORTIONATE
LEVERAGE?
@benjaminkaplan
www.prhacker.com
RULES OF
3VIRAL PR
BUILD STRATEGIC CONTEXT
AROUND YOUR PRODUCT
1
www.prhacker.com
www.prhacker.com
STRATEGIC CONTEXT IS WHAT
MAKES YOUR BRAND
WORTH TALKING ABOUT
WHY
IS THIS
NEWS?
www.prhacker.com
LOOK AT
THE BIG
PICTURE
www.prhacker.com
COUPLE ‘MAKING OUT’ DURING 2011 VANCOUVER RIOTS
THIS IS
YOUR
BRAND
www.prhacker.com
BUILD
STRATEGIC
CONTEXT
AROUND
YOUR BRAND
www.prhacker.com
TOP 3 MOST PUBLISHED PHOTO IN THE WORLD IN 2011
REAL
WORLD
EXAMPLE
www.prhacker.com
KLOOFF

(LIKE INSTAGRAM FOR PET LOVERS)
STRATEGIC CONTEXT:
DATING + ROMANCE
www.prhacker.com
www.prhacker.com
WE CONDUCTED A SURVEY OF
2,000 PEOPLE TO DETERMINE
WHAT YOUR DOG’S BREED SAYS
ABOUT YOU TO A POTENTIAL DA...
WE A/B TESTED
25 PITCH HEADLINES
www.prhacker.com
USING SMALL, LOCAL
MEDIA OUTLETS FIRST
3 WINNING PR HEADLINES
www.prhacker.com
WHICH DOGS BREEDS CAN GET YOU A HOT DATE?
WHAT YOUR DOG SAYS ABOUT YOUR SEX LIFE
O...
200+ MEDIA OUTLETS COVERED OUR STORY
www.prhacker.com
TOP 3 MORNING SHOWS IN THE U.S.
www.prhacker.com
MAJOR U.S. PRINT AND ONLINE MEDIA
www.prhacker.com
TOP NEWSPAPERS IN THE U.K. AND CANADA
www.prhacker.com
21 COUNTRIES (CHINA, JAPAN, RUSSIA, AND MORE)
www.prhacker.com
THE MATH OF GREAT STORY IDEAS
www.prhacker.com
THE MATH OF GREAT STORY IDEAS
BAY AREA TECH
700 contacts
x
1% conversion
7 media hits
www.prhacker.com
THE MATH OF GREAT STORY IDEAS
BAY AREA TECH HEALTH
700 contacts
x
1% conversion
7 media hits
5,000 contacts
x
1% conversio...
THE MATH OF GREAT STORY IDEAS
BAY AREA TECH HEALTH MONEY
700 contacts
x
1% conversion
7 media hits
5,000 contacts
x
1% con...
THE MATH OF GREAT STORY IDEAS
BAY AREA TECH HEALTH MONEY RELATIONSHIPS
700 contacts
x
1% conversion
7 media hits
5,000 con...
THE MATH OF GREAT STORY IDEAS
BAY AREA TECH HEALTH MONEY RELATIONSHIPS
700 contacts
x
1% conversion
7 media hits
5,000 con...
PIGGYBACK YOUR PRODUCT

ON TIMELY NEWS
2
www.prhacker.com
www.prhacker.com
THINK LIKE A JOURNALIST TO
CREATE CONTENT THAT ALIGNS
WITH THE CULTURE CALENDAR
REAL
WORLD
EXAMPLE
www.prhacker.com
DEL MONTE
www.prhacker.com
WE CONDUCTED A SURVEY OF
2,000 PEOPLE TO DETERMINE
WHICH U.S. STATES LOVE

GREEN BEAN CASSEROLE MOST?
DEL MONTE’S WINNING HEADLINE
Kentucky Ranked #1 for

Love of 'Green Bean Casserole'
www.prhacker.com
Thanksgiving Story:

www.prhacker.com
WE PITCHED A UNIQUE RANKING FOR MEDIA
OUTLETS IN ALL 50 U.S. STATES
CAN WE LOCALIZE AT MASSIVE SCALE?
KTVD-TV
DENVER, CO
www.prhacker.com
KRIV-TV
HOUSTON, TX
www.prhacker.com
KYKT-TV
LEXINGTON, KY
www.prhacker.com
CBS RADIO RAN
EACH STATE’S
LOCAL RANKING
ACROSS THEIR
NATIONAL NETWORK
www.prhacker.com
www.prhacker.com
OUR PITCH RAN AS THE
LEAD STORY ON THE FRONT
PAGE OF YAHOO (AND WAS
SHARED ON FACEBOOK)
www.prhacker.com
WE ALSO LASER-TARGETED
OUR ORGANIC PITCH AT
MEDIA OUTLETS WITH
AUDIENCES OF HEAVY
CANNED FOOD USERS
DURATION:
MEDIA HITS:
IMPRESSIONS:
AD WORTH:
VALUE:
2 WEEKS
180+ (75+ LOCAL TV)
234 MILLION
$500,000+
$1,500,000+
www.prha...
TARGET INFLUENCERS
WITH NICHE AUDIENCES
3
www.prhacker.com
www.prhacker.com
A SMALL NUMBER OF

KEY INFLUENCERS CAN SPREAD
YOUR CONTENT GLOBALLY
REAL
WORLD
EXAMPLE
www.prhacker.com
TARA THE HERO CAT
A ‘HERO CAT’ VIRAL TIMELINE
• 4:30 am Video first appears publicly on YouTube
• 5:03 am Video airs on KERO-TV in Bakersfie...
A ‘HERO CAT’ VIRAL TIMELINE
• 4:30 am Video first appears publicly on YouTube
• 5:03 am Video airs on KERO-TV in Bakersfie...
www.prhacker.com
SO HOW CAN INFLUENCERS HELP
US MAKE THE MILK-BONE BRAND
TREND ON SOCIAL MEDIA?
www.prhacker.com
7 PAID AND 20 UNPAID INFLUENCERS INVITED
FANS TO JOIN OUR TWITTER EVENT AND HAVE

A PRE-VALENTINE “DATE W...
www.prhacker.com
SAMPLE #DOGGYDATENIGHT FAN TWEETS
www.prhacker.com
SAMPLE #DOGGYDATENIGHT FAN TWEETS
www.prhacker.com
#DOGGYDATENIGHT ORGANIC IMPRESSIONS:
77 MILLION
DURATION:
AUDIENCE REACH:
EVENT PARTICIPANTS:
TOTAL TWITTER POSTS:
2 HOURS
6.1 MILLION
788
8,475
www.prhacker.com
ONE MORE THING…
www.prhacker.com
BRAIN HURRICANE
Free 29-Minute Brainstorming Session
with the PR Hacker Team
www.prhacker.com
www.prhacker.com/take-action
WE’RE
HIRING
www.prhacker.com
www.prhacker.com/careers
BEN KAPLAN
ben.kaplan@prhacker.com
@benjaminkaplan
CEO, PR HACKER
Ben kaplan
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Ben kaplan

  1. 1. HOW TO GET 6M+ PEOPLE TO LOVE YOUR BRAND VIRAL PR BEN KAPLAN CEO
  2. 2. BASED IN SAN FRANCISCO + NEW YORK,
 WE’RE THE WORLD’S FASTEST GROWING PR FIRM GROWTH FOCUSED DATA DRIVEN VIRAL OPTIMIZED
  3. 3. STARTUPS TECH CONSUMERBEVERAGES SAMPLE CLIENTS
  4. 4. HOW IT ALL BEGAN @benjaminkaplan
  5. 5. MY FIRST TOUR @benjaminkaplan
  6. 6. CAN I TAKE MY PRODUCT TO
 A NATIONAL TV AUDIENCE?
 (WITHOUT EVER BUYING AN AD) @benjaminkaplan
  7. 7. WHO SHOULD WE PITCH? ‣ Pitched 15+ CNN producers ‣ Pitched entirely through email ‣ Heard nothing back @benjaminkaplan
  8. 8. ‣ Pitched the morning show hosts ‣ Sent email at 4:35 am ‣ Received response at 4:37 am ‣ “Let’s do it. Forwarding to my producers.” DAY TWO @benjaminkaplan
  9. 9. CAN YOU FIND THE TRACTION STEPS? ‣ Traction steps create a natural flow from media coverage to your product ‣ You can’t control the 
 call-to-action but you can make it easy to include @benjaminkaplan
  10. 10. PREP LIKE A PRODUCER ‣ We provided a job title that automatically included our product website URL ‣ We pitched a blog post for the morning show website ‣ Both appeared on-screen and were mentioned verbally throughout the 
 5-minute interview @benjaminkaplan
  11. 11. STRATEGIC BLOG POST ‣ Direct links to site home page and product page ‣ Waves of new users and buyers from these links ‣ Substantial SEO benefit due to link from CNN.com website (high Google juice) @benjaminkaplan
  12. 12. FINAL RESULTS ‣ 10,000+ new website users ‣ $25,000 in direct product sales from CNN interview ‣ $60,000 in revenue from resulting business partnerships ‣ Became a regular interview guest on CNN @benjaminkaplan
  13. 13. WORLD’S BEST-SELLING SCHOLARSHIP BOOK 1.5 MILLION READERS ACROSS THE GLOBE
  14. 14. HOW TO BE A THOUGHT LEADER http://events.benkaplan.com/thoughtleader VIDEO SERIES + 
 CNN CASE STUDY @benjaminkaplan
  15. 15. HOW CAN WE CREATE DISPROPORTIONATE LEVERAGE? @benjaminkaplan
  16. 16. www.prhacker.com RULES OF 3VIRAL PR
  17. 17. BUILD STRATEGIC CONTEXT AROUND YOUR PRODUCT 1 www.prhacker.com
  18. 18. www.prhacker.com STRATEGIC CONTEXT IS WHAT MAKES YOUR BRAND WORTH TALKING ABOUT
  19. 19. WHY IS THIS NEWS? www.prhacker.com
  20. 20. LOOK AT THE BIG PICTURE www.prhacker.com COUPLE ‘MAKING OUT’ DURING 2011 VANCOUVER RIOTS
  21. 21. THIS IS YOUR BRAND www.prhacker.com
  22. 22. BUILD STRATEGIC CONTEXT AROUND YOUR BRAND www.prhacker.com TOP 3 MOST PUBLISHED PHOTO IN THE WORLD IN 2011
  23. 23. REAL WORLD EXAMPLE www.prhacker.com KLOOFF
 (LIKE INSTAGRAM FOR PET LOVERS)
  24. 24. STRATEGIC CONTEXT: DATING + ROMANCE www.prhacker.com
  25. 25. www.prhacker.com WE CONDUCTED A SURVEY OF 2,000 PEOPLE TO DETERMINE WHAT YOUR DOG’S BREED SAYS ABOUT YOU TO A POTENTIAL DATE
  26. 26. WE A/B TESTED 25 PITCH HEADLINES www.prhacker.com USING SMALL, LOCAL MEDIA OUTLETS FIRST
  27. 27. 3 WINNING PR HEADLINES www.prhacker.com WHICH DOGS BREEDS CAN GET YOU A HOT DATE? WHAT YOUR DOG SAYS ABOUT YOUR SEX LIFE OWN A CHIHUAHUA? YOU’RE DUMB BUT HOT
  28. 28. 200+ MEDIA OUTLETS COVERED OUR STORY www.prhacker.com
  29. 29. TOP 3 MORNING SHOWS IN THE U.S. www.prhacker.com
  30. 30. MAJOR U.S. PRINT AND ONLINE MEDIA www.prhacker.com
  31. 31. TOP NEWSPAPERS IN THE U.K. AND CANADA www.prhacker.com
  32. 32. 21 COUNTRIES (CHINA, JAPAN, RUSSIA, AND MORE) www.prhacker.com
  33. 33. THE MATH OF GREAT STORY IDEAS www.prhacker.com
  34. 34. THE MATH OF GREAT STORY IDEAS BAY AREA TECH 700 contacts x 1% conversion 7 media hits www.prhacker.com
  35. 35. THE MATH OF GREAT STORY IDEAS BAY AREA TECH HEALTH 700 contacts x 1% conversion 7 media hits 5,000 contacts x 1% conversion 50 media hits www.prhacker.com
  36. 36. THE MATH OF GREAT STORY IDEAS BAY AREA TECH HEALTH MONEY 700 contacts x 1% conversion 7 media hits 5,000 contacts x 1% conversion 50 media hits 7,000 contacts x 1% conversion 70 media hits www.prhacker.com
  37. 37. THE MATH OF GREAT STORY IDEAS BAY AREA TECH HEALTH MONEY RELATIONSHIPS 700 contacts x 1% conversion 7 media hits 5,000 contacts x 1% conversion 50 media hits 7,000 contacts x 1% conversion 70 media hits 9,000 contacts x 1% conversion 90 media hits www.prhacker.com
  38. 38. THE MATH OF GREAT STORY IDEAS BAY AREA TECH HEALTH MONEY RELATIONSHIPS 700 contacts x 1% conversion 7 media hits 5,000 contacts x 1% conversion 50 media hits 7,000 contacts x 1% conversion 70 media hits 9,000 contacts x 1% conversion 90 media hits TOTAL: 217 MEDIA HITS www.prhacker.com
  39. 39. PIGGYBACK YOUR PRODUCT
 ON TIMELY NEWS 2 www.prhacker.com
  40. 40. www.prhacker.com THINK LIKE A JOURNALIST TO CREATE CONTENT THAT ALIGNS WITH THE CULTURE CALENDAR
  41. 41. REAL WORLD EXAMPLE www.prhacker.com DEL MONTE
  42. 42. www.prhacker.com WE CONDUCTED A SURVEY OF 2,000 PEOPLE TO DETERMINE WHICH U.S. STATES LOVE
 GREEN BEAN CASSEROLE MOST?
  43. 43. DEL MONTE’S WINNING HEADLINE Kentucky Ranked #1 for
 Love of 'Green Bean Casserole' www.prhacker.com Thanksgiving Story:

  44. 44. www.prhacker.com WE PITCHED A UNIQUE RANKING FOR MEDIA OUTLETS IN ALL 50 U.S. STATES CAN WE LOCALIZE AT MASSIVE SCALE?
  45. 45. KTVD-TV DENVER, CO www.prhacker.com
  46. 46. KRIV-TV HOUSTON, TX www.prhacker.com
  47. 47. KYKT-TV LEXINGTON, KY www.prhacker.com
  48. 48. CBS RADIO RAN EACH STATE’S LOCAL RANKING ACROSS THEIR NATIONAL NETWORK www.prhacker.com
  49. 49. www.prhacker.com OUR PITCH RAN AS THE LEAD STORY ON THE FRONT PAGE OF YAHOO (AND WAS SHARED ON FACEBOOK)
  50. 50. www.prhacker.com WE ALSO LASER-TARGETED OUR ORGANIC PITCH AT MEDIA OUTLETS WITH AUDIENCES OF HEAVY CANNED FOOD USERS
  51. 51. DURATION: MEDIA HITS: IMPRESSIONS: AD WORTH: VALUE: 2 WEEKS 180+ (75+ LOCAL TV) 234 MILLION $500,000+ $1,500,000+ www.prhacker.com
  52. 52. TARGET INFLUENCERS WITH NICHE AUDIENCES 3 www.prhacker.com
  53. 53. www.prhacker.com A SMALL NUMBER OF
 KEY INFLUENCERS CAN SPREAD YOUR CONTENT GLOBALLY
  54. 54. REAL WORLD EXAMPLE www.prhacker.com TARA THE HERO CAT
  55. 55. A ‘HERO CAT’ VIRAL TIMELINE • 4:30 am Video first appears publicly on YouTube • 5:03 am Video airs on KERO-TV in Bakersfield, CA • 5:50 am Cat's owner posts YouTube video to Facebook page • 6:17 am Video appears online at KERO-TV website • 6:17 am Video appears online at sister station WRTV-TV website • 8:18 am Twitter user #1 tweets link to video on KERO-TV website • 8:20 am Reddit user #1 tweets link to video on YouTube • 8:27 am Reddit user #2 tweets link to video on WRTV-TV website • 8:28 am Twitter user #2 retweets link posted by Twitter user #1 • 8:49 am Mediaite.com posts story on 'hero cat' • 9:00 am Jezebel.com (Gawker) posts story • 9:08 am HuffingtonPost.com story • 9:43 am TheWire.com posts story • 10:30 am TMZ.com posts story • 11:20 am Story hits mainstream U.S. media when NBC News posts story • 11:59 am Daily Mail is among first non-U.S. websites to post story • 12:00 pm 'Hero Cat' video passes 1 million views on YouTube www.prhacker.com
  56. 56. A ‘HERO CAT’ VIRAL TIMELINE • 4:30 am Video first appears publicly on YouTube • 5:03 am Video airs on KERO-TV in Bakersfield, CA • 5:50 am Cat's owner posts YouTube video to Facebook page • 6:17 am Video appears online at KERO-TV website • 6:17 am Video appears online at sister station WRTV-TV website • 8:18 am Twitter user #1 tweets link to video on KERO-TV website • 8:20 am Reddit user #1 tweets link to video on YouTube • 8:27 am Reddit user #2 tweets link to video on WRTV-TV website • 8:28 am Twitter user #2 retweets link posted by Twitter user #1 • 8:49 am Mediaite.com posts story on 'hero cat' • 9:00 am Jezebel.com (Gawker) posts story • 9:08 am HuffingtonPost.com story • 9:43 am TheWire.com posts story • 10:30 am TMZ.com posts story • 11:20 am Story hits mainstream U.S. media when NBC News posts story • 11:59 am Daily Mail is among first non-U.S. websites to post story • 12:00 pm 'Hero Cat' video passes 1 million views on YouTube NICHE INFLUENCERS www.prhacker.com
  57. 57. www.prhacker.com SO HOW CAN INFLUENCERS HELP US MAKE THE MILK-BONE BRAND TREND ON SOCIAL MEDIA?
  58. 58. www.prhacker.com 7 PAID AND 20 UNPAID INFLUENCERS INVITED FANS TO JOIN OUR TWITTER EVENT AND HAVE
 A PRE-VALENTINE “DATE WITH THEIR DOG” WE CREATED #DOGGYDATENIGHT
 ON TWITTER ON FEB. 3
  59. 59. www.prhacker.com SAMPLE #DOGGYDATENIGHT FAN TWEETS
  60. 60. www.prhacker.com SAMPLE #DOGGYDATENIGHT FAN TWEETS
  61. 61. www.prhacker.com #DOGGYDATENIGHT ORGANIC IMPRESSIONS: 77 MILLION
  62. 62. DURATION: AUDIENCE REACH: EVENT PARTICIPANTS: TOTAL TWITTER POSTS: 2 HOURS 6.1 MILLION 788 8,475 www.prhacker.com
  63. 63. ONE MORE THING… www.prhacker.com
  64. 64. BRAIN HURRICANE Free 29-Minute Brainstorming Session with the PR Hacker Team www.prhacker.com www.prhacker.com/take-action
  65. 65. WE’RE HIRING www.prhacker.com www.prhacker.com/careers
  66. 66. BEN KAPLAN ben.kaplan@prhacker.com @benjaminkaplan CEO, PR HACKER

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