0
create value by:Integrating Traditional & Digital PR Heather Whaling • @prTini       Geben Communication Arik Hanson • @ar...
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/...
Media/blogger outreach: •  Target tech media & trade pubs in key    verticals •  Embargoed product launch •  NYC media tou...
Timely infographics•  Mashable, Yahoo!   Sports, ESPN.com•  Increased traffic 360%•  50+ viable leads•  Opened new doors i...
Social Media:•  Visual storytelling   resource•  Twitter chats•  Target brand   managers at sports,   retail, restaurantsO...
•    “Traditional” tactics still work•    Tease launches via social media•    Create content to amplify a launch•    Provi...
events
Goals:   •  Build a community year-round, activate it leading up to the        marathon   •  Provide real-time customer se...
30 Tips, 30 Days•  8 of the top 10 blog   pages in 2012 were   tips•  Blog traffic grew   260%•  2010 to 2012:   pageviews...
Facebook
Real-Time #PRParty
Virtual Scavenger Hunt:•  Drive traffic to the new website•  Positive reinforcement•  Establish new connections with poten...
tweet & go seek
crowdsource feedback
Results:Top referral sources:  •  Facebook  •  Facebook Mobile  •  TwitterFacebook:  •  Engagement: +133%  •  Fans: +42%  ...
•  Bridge the digital-physical divide•  Use social media to build & sustain   a year-round community•  Embrace and nurture...
non-news times
Challenge: Generate traditional and digital mediastories that will convince people in the Twin Citiesthat biking/walking i...
The Process:1.  Write bylined article for mainstream media    outlet2.  Repurpose content for BikeWalkMove.org3.  Post and...
generate off-news buzz
Results•  Increased blog traffic by 71% year-over-year•  Grew Facebook community by 1,500% in just   eight months•  Facebo...
Challenge: Make what has historically been “dry”bike/walk count data more compelling to targetaudience through a more visu...
The Process:1.  Create infographic based on 2011 bike/walk data2.  Pitch infographic as part of larger story to mainstream...
Results•  Infographic post had 1,768 page views on   BikeWalkMove.org•  Infographic post among top-ten most clicked   post...
newsjacking
Challenge: Build momentum for a company withoutfocusing on the productOur plan: •  Hijack Google Fiber in KC •  Differenti...
homes for hackers
Challenge: Capitalize on Super Bowlinterest to show platform’s powerOur plan: •  Determine timely, spreadable content •  P...
The Social Media Guide to Super Bowl XLVII
#Nemo
•    Create keyword searches to uncover     emerging trends•    Localize national trends. Elevate local     trends.•    AB...
blogger outreach
Challenge: Drive awareness for Metro Dentalcare clinicswith the key healthcare decision-maker in the family –Moms – with a...
Two Minutes, Twice a Day for Two Weeks•  Challenged 10 lifestyle bloggers to brush kids’   teeth for two minutes, twice a ...
Results•  8 blogger posts•  94 comments across blogs•  60 “commitments” from readers•  52,000 impressions (Twitter, blogs,...
Challenge: Drive awareness and positivesentiment for Sleep Number online whilemaking better use of existing bloggerrelatio...
Sleep Number Blogger Outreach•  Promote review posts via Facebook, Twitter•  Curate posts around certain products on   Bed...
•  Bloggers value networking—use   that to your advantage•  Paying bloggers isn’t always the   answer—discover what really...
crisis communication
A Labor Negotiations Case Study•  Union and COTA couldn’t reach an agreement•  Red White & BOOM•  Massive power outages & ...
Preparation•  “Socialize” legal talking points•  Draft key messages, social responses•  Determine tone, aggressiveness &  ...
prior to the strike
Facebook
Interaction on 10TV & ABC6 Facebook Pages                               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•  Establi...
Adding “integrated” value
Be a Know It AllBig agency tactics … solopreneur attention•  Point-of-View Documents•  One daily idea (digital AND traditi...
Keep clients one step aheadSolve a client’s biggest problem: No time tokeep up•  Monthly Trend Reports•  Research: What ar...
questions?Arik Hanson • @arikhanson                  Heather Whaling • @prTini      arik@arikhanson.com                  h...
Solo pr presentation final
Solo pr presentation final
Solo pr presentation final
Solo pr presentation final
Upcoming SlideShare
Loading in...5
×

Solo pr presentation final

627

Published on

Transcript of "Solo pr presentation final"

  1. 1. create value by:Integrating Traditional & Digital PR Heather Whaling • @prTini Geben Communication Arik Hanson • @arikhanson ACH Communications
  2. 2. photo credit: TheCharleston’s Digital
  3. 3. integration opportunities:LaunchesEventsOff-news timesBlogger outreachCrisis communication
  4. 4. socialize launches
  5. 5. Challenge: Launch a new social media management tool,targeting key niches (sports, retail, restaurants)Strategy: •  Media/blogger outreach •  Content marketing •  Social media
  6. 6. 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
  7. 7. Timely infographics•  Mashable, Yahoo! Sports, ESPN.com•  Increased traffic 360%•  50+ viable leads•  Opened new doors in sports vertical
  8. 8. 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
  9. 9. •  “Traditional” tactics still work•  Tease launches via social media•  Create content to amplify a launch•  Provide suggested tweets/FB updates to key advocates
  10. 10. events
  11. 11. 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  
  12. 12. 30 Tips, 30 Days•  8 of the top 10 blog pages in 2012 were tips•  Blog traffic grew 260%•  2010 to 2012: pageviews tripled
  13. 13. Facebook
  14. 14. Real-Time #PRParty
  15. 15. Virtual Scavenger Hunt:•  Drive traffic to the new website•  Positive reinforcement•  Establish new connections with potential marathon runners/walkers•  http://bit.ly/CbusMarathonHunt
  16. 16. tweet & go seek
  17. 17. crowdsource feedback
  18. 18. 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
  19. 19. •  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.
  20. 20. non-news times
  21. 21. 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  
  22. 22. 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
  23. 23. generate off-news buzz
  24. 24. 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
  25. 25. 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  
  26. 26. 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”
  27. 27. 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)
  28. 28. newsjacking
  29. 29. 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
  30. 30. homes for hackers
  31. 31. Challenge: Capitalize on Super Bowlinterest to show platform’s powerOur plan: •  Determine timely, spreadable content •  Produce an infographic •  Targeted pre-pitching (sports, social media)
  32. 32. The Social Media Guide to Super Bowl XLVII
  33. 33. #Nemo
  34. 34. •  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
  35. 35. blogger outreach
  36. 36. 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
  37. 37. 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
  38. 38. Results•  8 blogger posts•  94 comments across blogs•  60 “commitments” from readers•  52,000 impressions (Twitter, blogs, Facebook)•  4 leads
  39. 39. 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
  40. 40. 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
  41. 41. •  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.
  42. 42. crisis communication
  43. 43. 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
  44. 44. Preparation•  “Socialize” legal talking points•  Draft key messages, social responses•  Determine tone, aggressiveness & positioning•  Clarify approval processes
  45. 45. prior to the strike
  46. 46. Facebook
  47. 47. Interaction on 10TV & ABC6 Facebook Pages à à à à
  48. 48. union re-votes, strike ends
  49. 49. COTA Updates
  50. 50. COTA Responds: Customer Service
  51. 51. Outcome?Social media accelerated the labornegotiation process and forced a fasteroutcome.
  52. 52. •  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
  53. 53. Adding “integrated” value
  54. 54. Be a Know It AllBig agency tactics … solopreneur attention•  Point-of-View Documents•  One daily idea (digital AND traditional)•  Breaking news
  55. 55. 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
  56. 56. questions?Arik Hanson • @arikhanson Heather Whaling • @prTini arik@arikhanson.com heather@gebencommunication.com subscribe: bit.ly/prTini photo credit: flickr.com/photos/ theilluminated
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×