t lee pr social search final
TRANSCRIPT
Traditional Isn’t Enough:Amplifying Your PR Messages with Social and Search
Thomas LeePartner
617-986-0223
linkedin.com/in/tomlee451
@TomLee451
www.451Marketing.com
The Way We Find and Consume Information Has Evolved
Broadcast
Broadcast Dialogue
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
Search engines are increasingly important
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….
…1 in 8 minutes on Facebook
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.PUBLIC
RELATIONS
While social media is now a top news source, traditional outlets still dominate
TV
Newspaper
Social Media
Radio60%
29% 28% 19%
Public Relations +
Social Media
Search+
How Do You Amplify Your Public Relations Messages?
1. Monitor Your Brand
Also monitor…Industry
Competitors
#TrendingTopicsNews
2. Identify Brand Goals
What products are you trying to promote?
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?
…to Achieve Brand Goals
1. Develop key messaging2. Build targeted media list based on
your audience3. Establish a plan of attack
• Events • Promotional campaigns• Wire Releases
4. Identify internal thought leaders to pitch as sources
Develop a Strategic PR Plan…
3. Choose Your Social Platforms
Social Media …
Offers ImmediacyMakes 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
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 friendsAverage visit lasts 23 minutes46% 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
• Stay connected and interact with existing customers
• Built in focus group• Link back to online properties
>150 Million
43 years old/$107,000 annual income
(a new member joins every second)
Members
>880,000 groups
42%
58%
Use LinkedIn to:• Post content to demonstrate knowledge
within an industry or field• Interact with group members to build
relationships and demonstrate expertise• Sales tool• Talent acquisition • 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 company representatives as thought
leaders and expert sources• Show personality
And Don’t Forget To Follow Your Company’s
4. Use Your Keywords and Phrases
Use Your SEO Keywords in Messaging
5. Put Tracking Measures in Place
5. Put Tracking Measures in Place
6. Send Out Optimized Messages
Goal-Focused MessagingKeywords and Phrases
Social Media Best Practices+ Tracking
Optimized Digital Messaging
Press Releases Social Media Messages
6. Send Out Optimized Messages
BBJ Pacesetters
7. Measure Results
…and Adapt
In Review1. Monitor your brand2. Identify brand goals3. Choose appropriate platforms4. Use search keywords5. Track6. Send optimized messages7. 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 PublishingGoals:• 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 CompanyGoals:Goal was to raise national awareness around “Stars and Stripes” patriotic line 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 discount2. Short lead time3. 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: 4,243,869Ad value: $658,000
>1.7 million Twitter impressions > 600,000 Facebook impressions
More than 9,000 transactions6,000 transactions in stores33% first time customers
Questions?
– Founded in 2004
– Based in Boston
– 30 Communications Professionals
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011
Thomas LeePartner
617-986-0223
linkedin.com/in/tomlee451
@TomLee451
www.451Marketing.com