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What products are you trying to promote? What are your marketing andAsk Yourself: How achieve? sales teams trying to can public What part of your business relations support and are you trying to grow? enhance these efforts? Who is your target audience and market? What messages are important to your company and senior management?
Develop a Strategic PR Plan… 1. Develop key messaging 2. Build targeted media list based on your audience 3. Establish a plan of attack • Events • Promotional campaigns • Wire Releases 4. Identify internal thought leaders to pitch as sources …to Achieve Brand Goals
Social Media … Makes Everyone Offers Immediacy a ‘Reporter’ Makes News and Disseminates Messages Mobile Messages Quickly
But… Based on your audience and messages, different platforms may be appropriate
140 Million Users 340 Million Tweets Per DayWho uses Twitter? Other 54.6% 18-29 45.5% 31-49 41.5% 42.3%
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 4557% 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 Members (a new member joins every second) >880,000 groups 42% 43 years old/ $107,000 annual income 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 Companies With a57% 70% 55%have acquired a more leads more web trafficcustomer throughtheir 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
Case Study: Dancing Deer Baking Co.Goals:• Increase brand awareness in time for their busy holiday season (Thanksgiving-New Years) – in late OctoberApproach:• 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 $175,000+ in less than 2 months! +2.5 million Twitter impressions 81 Targeted Blogs national coverageincluding USA Today, “Wake Up With Al,” Fox Business, “Daily Candy,” Forbes
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 purchaseApproach:• 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 Publishing13,265% 12,278,000increase in Facebook likes impressions on Facebook in one weekin first weekThrough blogger outreach and search optimizedreleases, the team was able to secure coveragefor the client in industry blogs viewed regularlyby the target community.
Case Study: The Yankee Candle Company Goals: 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 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