traditional isn't enough
DESCRIPTION
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.TRANSCRIPT
Traditional Isn’t Enough: Amplifying Your PR Messages with Social and Search
Thomas Lee Partner
617-986-0223
linkedin.com/in/tomlee451
@TomLee451
www.451Marketing.com
#451Webinar
The Way We Find and Consume
Information Has Evolved
Broadcast
Broadcast Dialogue
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
33% of US consumers spend at least
3 hours online every day.
Source: The Media Audit (10/11)
(Qualmann, Socialnomics, 2010)
And, of that time….
January 15, 2009
>50% of people have learned about breaking news via
social media rather than an official news source
46% of people get their news online
at least 3X a week
R.I.P.
Broadcast
Media
Social media has become one of the
top news sources
60%
29% 28% 19%
How Do You Amplify Your Public
Relations Messages?
Public
Relations +
Social
Media Search +
1. Monitor Your Brand
Also monitor…
Industry
Competitors
#TrendingTopics News
2. Identify Brand Goals
What are your brand’s overall goals?
What are your marketing and
sales teams trying to achieve?
What messages are important to your
company and senior management?
What part of your business
are you trying to grow?
Who is your target audience and market?
Ask Yourself: How can public
relations support and enhance these efforts?
3. Choose Your Social Platforms
Social Media …
Offers Immediacy Makes Everyone
a ‘Reporter’
Makes News and
Messages Mobile Disseminates
Messages Quickly
Based on your audience and
messages, different platforms may be appropriate
But…
Who uses Twitter?
54.6%
45.5%
41.5%
42.3%
18-29
Other
31-49
140 Million Users
340 Million Tweets Per Day
Age
Gender
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
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
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
>150 Million
43 years old/
$107,000 annual income
(a new member joins every second)
Members
42%
58%
>880,000 groups
Use LinkedIn to:
• Post content to demonstrate knowledge
within an industry or field
• Interact with community
• Link back to online properties
Hosts >77 Million Blogs
55% more web traffic
Companies With a
70% more leads
57% have acquired a
customer through
their blog
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
And Don’t Forget To Follow
Your Company’s
4. Use Your Keywords and Phrases
5. Put Tracking Measures in Place
5. Put Tracking Measures in Place
6. Send Out Optimized Messages
Goal-Focused Messaging
Keywords and Phrases
Social Media Best Practices
+ Tracking
Optimized Digital Messaging
Press Releases Social Media Messages
6. Send Out Optimized Messages
7. Measure Results
…and Adapt
7. Measure Results
1. Monitor your brand
2. Identify brand goals
3. Choose appropriate platforms
4. Use search keywords
5. Track
6. Send optimized messages
7. Measure and adapt
Case Study: Dancing Deer Baking Co.
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
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
+2.5 million Twitter impressions
81 Targeted Blogs national coverage
including USA Today, “Wake Up With Al,” Fox
Business, “Daily Candy,” Forbes
$175,000+ in less than 2 months!
Case Study: International Healthcare Publishing
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
Case Study: International Healthcare Publishing
13,265% increase in Facebook likes
in first week
12,278,000 impressions on Facebook in one 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.
Case Study: The Yankee Candle Company
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*
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
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
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
Questions?
– Founded in 2004
– Based in Boston
– 30 Communications Professionals
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011
Thomas Lee Partner
617-986-0223
linkedin.com/in/tomlee451
@TomLee451
www.451Marketing.com