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Solo pr presentation final
 

Solo pr presentation final

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    Solo pr presentation final Solo pr presentation final Presentation Transcript

    • create value by:Integrating Traditional & Digital PR Heather Whaling • @prTini Geben Communication Arik Hanson • @arikhanson ACH Communications
    • photo credit: TheCharleston’s Digital
    • integration opportunities:LaunchesEventsOff-news timesBlogger outreachCrisis communication
    • socialize launches
    • Challenge: Launch a new social media management tool,targeting key niches (sports, retail, restaurants)Strategy: •  Media/blogger outreach •  Content marketing •  Social media
    • Media/blogger outreach: •  Target tech media & trade pubs in key verticals •  Embargoed product launch •  NYC media tour •  Guest posts on visual storytelling, fan engagement •  Data-driven stories
    • Timely infographics•  Mashable, Yahoo! Sports, ESPN.com•  Increased traffic 360%•  50+ viable leads•  Opened new doors in sports vertical
    • Social Media:•  Visual storytelling resource•  Twitter chats•  Target brand managers at sports, retail, restaurantsOverall Results:•  Customer growth exceeded expectations•  Accelerated product development•  Launched #Indy500orBust partnership
    • •  “Traditional” tactics still work•  Tease launches via social media•  Create content to amplify a launch•  Provide suggested tweets/FB updates to key advocates
    • events
    • Goals: •  Build a community year-round, activate it leading up to the marathon •  Provide real-time customer service to deliver a better race- day experience for athletes & spectators •  Extend partnerships, especially with Nationwide Children’s Hospital •  Gain insights and feedback through online monitoring and digital research  
    • 30 Tips, 30 Days•  8 of the top 10 blog pages in 2012 were tips•  Blog traffic grew 260%•  2010 to 2012: pageviews tripled
    • Facebook
    • Real-Time #PRParty
    • Virtual Scavenger Hunt:•  Drive traffic to the new website•  Positive reinforcement•  Establish new connections with potential marathon runners/walkers•  http://bit.ly/CbusMarathonHunt
    • tweet & go seek
    • crowdsource feedback
    • Results:Top referral sources: •  Facebook •  Facebook Mobile •  TwitterFacebook: •  Engagement: +133% •  Fans: +42% •  Customer service doubledTwitter: •  Engagement: +59% •  Followers: +45%$875,000 raised forNationwide Children’s
    • •  Bridge the digital-physical divide•  Use social media to build & sustain a year-round community•  Embrace and nurture your biggest advocates•  Build a strong relationship with PR partners.
    • non-news times
    • Challenge: Generate traditional and digital mediastories that will convince people in the Twin Citiesthat biking/walking is a viable transportation option.Our plan: •  Repurpose traditional bylined articles that first appeared in mainstream media outlets on owned media channels •  Amplify reach through social advertising  
    • The Process:1.  Write bylined article for mainstream media outlet2.  Repurpose content for BikeWalkMove.org3.  Post and promote content on Bike Walk Move Facebook page4.  Create sponsored stories on Facebook to drive engagement and traffic to BikeWalkMove.org
    • generate off-news buzz
    • Results•  Increased blog traffic by 71% year-over-year•  Grew Facebook community by 1,500% in just eight months•  Facebook posts promoted via Sponsored Stories had an average of 109,000 impressions
    • Challenge: Make what has historically been “dry”bike/walk count data more compelling to targetaudience through a more visual format.Our plan: •  Use bike/walk count data to create infographic •  Pitch to mainstream media outlets and bloggers •  Use as valuable content on owned and other social media channels •  Use as “art” at in-person events  
    • The Process:1.  Create infographic based on 2011 bike/walk data2.  Pitch infographic as part of larger story to mainstream media/bloggers3.  Create a blog post on BikeWalkMove.org featuring infographic and data points4.  Break up infographic and feature individual visuals with compelling headlines on Facebook5.  Use sponsored stories to drive traffic back to BikeWalkMove.org6.  Pitch infographic to bike/transit bloggers7.  Use infographic at real-life events as “art”
    • Results•  Infographic post had 1,768 page views on BikeWalkMove.org•  Infographic post among top-ten most clicked posts during two-year campaign•  Facebook posts featuring individual infographics averaged: 68 likes, 10 comments, 16 shares and 83,000 impressions per post (far higher than our average numbers per post)
    • newsjacking
    • Challenge: Build momentum for a company withoutfocusing on the productOur plan: •  Hijack Google Fiber in KC •  Differentiate from Silicon Valley startups •  Establish pre-launch credibility
    • homes for hackers
    • Challenge: Capitalize on Super Bowlinterest to show platform’s powerOur plan: •  Determine timely, spreadable content •  Produce an infographic •  Targeted pre-pitching (sports, social media)
    • The Social Media Guide to Super Bowl XLVII
    • #Nemo
    • •  Create keyword searches to uncover emerging trends•  Localize national trends. Elevate local trends.•  ABC: Always be collecting (data, that is!)•  Create Twitter lists to monitor reporters & spot timely opportunities.•  Hijack existing news stories•  Use “paid” to amplify reach
    • blogger outreach
    • Challenge: Drive awareness for Metro Dentalcare clinicswith the key healthcare decision-maker in the family –Moms – with a limited budget and no realgiveaways/product.Our plan: •  Engage “second-tier” mommy bloggers in a campaign focused squarely on the health of their children
    • Two Minutes, Twice a Day for Two Weeks•  Challenged 10 lifestyle bloggers to brush kids’ teeth for two minutes, twice a day for two weeks•  Metro Dentalcare retweeted, featured posts•  No money was spent on sponsored/paid posts•  Organized St. Paul Saints baseball game as “reward”—opportunity to meet up/network
    • Results•  8 blogger posts•  94 comments across blogs•  60 “commitments” from readers•  52,000 impressions (Twitter, blogs, Facebook)•  4 leads
    • Challenge: Drive awareness and positivesentiment for Sleep Number online whilemaking better use of existing bloggerrelationshipsOur plan: •  Repurpose earned blogger content in different ways across owned and other Sleep Number social channels •  Look for additional ways to engage existing blogger partners
    • Sleep Number Blogger Outreach•  Promote review posts via Facebook, Twitter•  Curate posts around certain products on Beds.com•  Approach bloggers about becoming Sleep Better Chat (Twitter chat) co-hosts•  Consider using bloggers as media spokespeople in some cases
    • •  Bloggers value networking—use that to your advantage•  Paying bloggers isn’t always the answer—discover what really motivates them.•  Blogger outreach isn’t over when the post goes live. Look for ways to keep relationship going!•  Repurpose blogger content in different forms—Facebook, Pinterest, blog posts.
    • crisis communication
    • A Labor Negotiations Case Study•  Union and COTA couldn’t reach an agreement•  Red White & BOOM•  Massive power outages & extreme heat•  Social goal: Leverage social channels to –  Present facts –  Respond to questions –  Convey empathy –  Amplify community need
    • Preparation•  “Socialize” legal talking points•  Draft key messages, social responses•  Determine tone, aggressiveness & positioning•  Clarify approval processes
    • prior to the strike
    • Facebook
    • Interaction on 10TV & ABC6 Facebook Pages à à à à
    • union re-votes, strike ends
    • COTA Updates
    • COTA Responds: Customer Service
    • Outcome?Social media accelerated the labornegotiation process and forced a fasteroutcome.
    • •  If you’re not quick, you’re not relevant•  Perception is reality•  People expect near-immediate responses•  Establish approval process BEFORE crisis strikes•  Befriend the legal team
    • Adding “integrated” value
    • Be a Know It AllBig agency tactics … solopreneur attention•  Point-of-View Documents•  One daily idea (digital AND traditional)•  Breaking news
    • Keep clients one step aheadSolve a client’s biggest problem: No time tokeep up•  Monthly Trend Reports•  Research: What are other brands like us doing?•  Best practices – social/PR•  Weekly/monthly e-newsletter
    • questions?Arik Hanson • @arikhanson Heather Whaling • @prTini arik@arikhanson.com heather@gebencommunication.com subscribe: bit.ly/prTini photo credit: flickr.com/photos/ theilluminated