“content marketing as your public relations”
DESCRIPTION
While storytelling has always been a core component of effective public relations, social media has given rise to a new set of opportunities to create and distribute content that supports PR initiatives. As the Columbus Marathon and Madison Electric Products learned, quality content changes behavior, activates audiences and supports business objectives. This presentation will share two very different case studies – highlighting best practices and applicable tips from each. From live “Ask the Race Director” UStream shows and a virtual scavenger hunt … to white papers and strategic blog posts … Madison and the marathon created success by creating compelling content.TRANSCRIPT
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Heather Whaling • @prTiniprTini.com • #CMWorld
Content Marketing Bolsters PR
Heather WhalingGeben Communication
@prTini • #cmworld
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Sign of the TimesKodak: Bankrupt • Instagram: Acquired for ~$1 billion
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Desired Outcomes:
Photo credits: Schoolhouse, Post-It, Line, Runner
activate &
accelerate
educate eliminate barriers
generate leads
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educate
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PR Goals:
• Change perceptions
• Build collaboration
• Innovate best practices
• Educate
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Content Buckets:• Innovation in Action• Relationship-driven Business• Cleveland (Ohio) Rocks• Paving the Way Through Leadership• Madison: Up Close & Personal
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Sparks Innovation Center:
Crowdsourced product development
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Innovation in Action Madison: Up Close & Personal
Paving the Way Through Leadership
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Innovation in Action Madison: Up Close & Personal
Paving the Way Through Leadership
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Innovation in Action Madison: Up Close & Personal
Paving the Way Through Leadership
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Results: • Hundreds of submissions• 17% company growth• 37% new sales growth
Innovation in Action Madison: Up Close & Personal
Paving the Way Through Leadership
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Innovation in Action Relationship-driven Business
Paving the Way Through Leadership
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eliminate barriers
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Columbus Marathon: a social media case study
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Priorities:• Communicate with people when &
where they want• Foster engagement • Eliminate the “scare” factor • Sustain year-round community • Improve customer service
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after you nail the basics, add some sizzle
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Virtual Scavenger Hunt:• Drive traffic to the new website• Positive reinforcement• Establish new connections with
potential marathon runners/walkers• http://bit.ly/CbusMarathonHunt
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Tweet & Go Seek
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New partner:
Sponsor:
Participant:
Taking note:
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First Marathon to Join PinterestAmong top 15 referring sites to the
website
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Ask the Race Director
• Live broadcast on Ustream• Solicited questions on
Facebook,Twitter, blog & enewsletter
• 45 minutes, over lunch hour
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30 Tips, 30 Days• 8 of the top 10
blog pages in 2011 were tips
• Blog traffic grew 260%
• Percentage of pageviews tripled from 2010
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The Final Countdown• 1,175 shares• 476 shares• Week-of interactions
increased 385%• Secured car donation
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Results:
• 2010, 2011 races sold out faster than ever• 2012 registration pacing ahead of 2011• 2011 data:
– Facebook “likes” increased 130%, engagement increased by 300%
– Twitter followers increase 77%– Website traffic increased 18.5%, with social
media driving 50% of all referral traffic– Blog post views increased 170%
• Responded to 500+ questions/comments on Facebook the week of the marathon
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generate leads
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Timely infographics• Increased traffic
360%• 50+ viable leads• Opened doors in
sports vertical
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Disrupt the status quo. Build awareness.
Acquire customers. Excel in the social world.
Increase sales. Innovate best practices.
Heather Whaling • @[email protected]
subscribe: bit.ly/prTini