Digital PR Campaign Building

AJ GerritsonFounding Partner

451 Marketing

Ac! 12

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 344,000,000people 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

#1 Position!

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

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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

WHAT IS SEO/PR?

The Importance of SEO/PR76,632 Searches

31,260 Searches

141,360 Searches

The Importance of SEO/PR

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

The Importance of SEO/PR

Whoosh Announces New International WebsiteReuters, NYC – 5 days agoWhoosh today announced a new Website developed by legendary Internet consulting firmMolecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana

The Importance of SEO/PR

Whoosh Announces New International WebsiteReuters, NYC – 5 days agoWhoosh today announced a new Website developed by legendary Internet consulting firmMolecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana

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

Fashion World Excited By New Designer’s AMAZING Web SiteVogue – 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…

Press coverage sometimes show up in the natural search results, too.Whoosh Launches E-Commerce Site – BusinessWeek – 1 days ago

Whoosh site a hit with women – Vogue – 3 hours ago

#1 Position!

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

6 days: 28,712 Impressions!

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Building the Integrated Campaign

• Identify customers and where they are receiving/sharing information

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

• Identify online influencers

Building the Integrated Campaign

• Craft messages for different channels

• Develop communications and online engagement strategy

• Utilize web tools to build search strategy

• Set up social media channels

Building the Integrated Campaign

• Develop actionable content (eg. press releases, whitepapers, etc.)

• Execute pro-active/reactive communications campaign

• Make adjustments as needed

• Track results

Situation• 75% of their yearly sales are

done between Thanksgiving and New Year’s Day

• Down economy• Non-existent PR program• Website converts 1 out of

every 4.5 visitors into a customer, average sale is $40-45

• Customer demo: female, 25-48

Approach• Due to short timeframe we

targeted influential social media people and online outlets who reach the company’s audience

• Created product review program

• Facilitated blogger tours of the factory

• Tied the brand/product into social media awards

• Ran social media contests and promos that engaged the audience and drove visitors to the website

• Highlighted its charitable 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!

ResultsWithin 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, Partner451 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