Digital PR Credentials
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Digital PR Credentials

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Digital PR Credentials Digital PR Credentials Presentation Transcript

  • SEARCH AND SOCIALFOR DIGITAL REPUTATIONSDigital PR credentialsPresented July 2012
  • DIGITAL MANAGEMENTSERVICES
  • SOCIAL MEDIAWe have built social media campaigns for large and small companies. Helping thembe seen, loved and recommended online. View slide
  • SOCIAL MEDIAOUR APPROACH View slide
  • SOCIAL MEDIAONLINE AUDIENCE PROFILINGIn the past month, the top5 accountancy firms inManchester weresearched for, reported,discussed andrecommended 3,456,106times online.Each is a new opportunityWhat does your digitallandscape look like?
  • CONTENT ISEVERYTHINGContent is at the heart of everything we do Why will I talk about it, shareSocial media rewards companies who post pertinent, it, use it?informative material (written, images and video).We check every campaign against our 7 How do I get involved?guiding principles: Co-creation, mobilise1. Original the community?2. Timely3. Relevant and of value What will keep4. Collaborative the conversation5. Enduring going?6. Transparent7. Persistent
  • BRITANNIA‘BUILDING COMMUNITIES’Challenge: Results:Britannia Building Society sponsors Stoke City Football Club. It Engagement with the fans was huge.asked us to help it to engage with ‘Potters’ – the passionate body Over 4,000 fans ‘liked’ the facebookof Stoke City FC supporters. page, the proudtobeapotter website received 20,844 visits and 63,000Solution: page views and 2,000 fans submittedWe devised a strategy that enabled fans to participate and photographs of themselves to beexpress their dedication to the club. Fans were invited to submit included in the art project.photographs of themselves which together built two giant imagesof Sir Stanley Matthews and club captain Abdoulaye Faye. This The campaign’s achieved 32.5 millionuser-generated iconic art showcased their pride and passion for opportunities to see. The iconicthe team and was displayed at Stoke FC’s Britannia Stadium artwork scheduled to stay for two months is still there.
  • INNTRAVEL‘LOCATION, LOCATION, LOCATION’Challenge: Results:Aimed at independently minded families, Inn Travel offers activity Armed with this vital intelligence weholidays such as walking, cycling and skiing across Europe. designed a social media campaign toWanting to increase their profile, Inn Travel asked us to promote engage with families where the mosttheir holidays on YouTube. return would be gained. We designed a ‘best holiday picture’ competitionSolution: where the best pictures posted to ourBefore embarking on any content creation we first conducted a photostream won a holiday in thecomprehensive social media audit, to understand how their target Himalayasmarket research, recommend and make decisions about theirholidays. This revealed that their audience referred to blogs andflickr to research holidays over YouTube.
  • STARLIGHT‘INSPIRING SUPPORT’Challenge: Results:After arranging a TV series with Channel 5, charity Starlight Our approach enabled Starlight toChildren’s Foundation asked Bell Pottinger to grow its social achieve a far higher profile online thanmedia engagement. they had hoped for. Starlight wanted a 20% uplift in Facebook likes, weSolution: delivered 35%. Looking for a 20%We identified that Starlight needed to use featured celebrities, growth in Twitter followers, wegaining access to their millions of followers. To build delivered 44%.understanding, case studies of children’s wishes being grantedwere posted on facebook and twitter. Previews of the next week’s During the 10 week campaign theyshow were also posted. A series of tactical details ensured that were mentioned by others over 800interest was converted throughout. times, delivering their message to over 3m people.
  • DRAYTONMANOR‘LIKE IT’Challenge: Results:Faced with mounting pressure from competitive theme parks, Their fan base grew to over 71,000Drayton Manor asked our team to help it to build attendance within 12 weeks and YouTube reviewsusing social media. generated over 8.4million viewsSolution:We embarked on a facebook strategy to build loyalty withcustomers and increase repeat visits.A series of exclusive offers were designed which were seeded atthe park.These capitalised on the active interest of visitors whilst at thepark, but designed to feed through to a loyal online community.The power of key opinion formers was harnessed to drive furthervisitors to the facebook page. These were linked to DraytonManor’s YouTube channel and facebook page.
  • SEARCH ENGINE OPTIMISATIONSEOWe believe in the power of independent recommendation; 70% of people select thenatural results over the pay per click. To help clients improve their profile in the naturalranking results we developed our Search Engine Optimisation (SEO) service. Servicesinclude: SEO Audit - we assess your website against over 200 ranking criteria used by search engines. We look for opportunities in all categories of natural search including instant, maps, business, product, images, news and video to name a few. Our report details a prioritised list of quick fix actions, coupled with a recommended schedule to reach specific traffic volume goals Competitive SEO benchmarking - a conduct a thorough market audit, providing you with a detailed picture of market share online. Our analysis details a strategy of how you can rank more competitively driving higher website traffic. Ongoing SEO campaign - after appraising your business objectives and current online presence, we develop a campaign that includes content creation, link building and roll-out of key word strategy. Our campaigns pinpoint ranking goals and report results on a continuous basis. Reputation management - when reputations are damaged on-line the legacy can impact an organisation for years. Negative stories can remain visible within Google for years. We work with organisations to reinstate a positive digital brand presence.
  • CLIENT EXPERIENCESEOChallenge: Challenge: Challenge:A successful North West law firm, GT LAW Solicitors represents clients Relate for Parents & Families asked who have suffered as a result of an us to raise their profile online, enablingtjl solicitors specialise in accident, more people to find them whenpersonal injury and cosmetic accident. Business comes from looking for parenting advice.negligence. Similar to GT LAW, they website traffic and referralneeded to increase the more profitable organisations that charge fees forbusiness from their website. each referral. They needed to Results: increase business from their website. Relate for Parents saw the number of conversation counts double. MostResults (within 3 months): importantly they saw their ranking forThey have seen a 307% increase in Results (within 1 month): key search terms move. 7 of themtraffic for Feb compared to their best The website saw an increase in traffic moved to the top 10 and one was atmonth last year. of 40% month on month number one.4 fold increase in enquiries. The website generated 62 enquiries in 14 days (didn’t measure before)
  • CLIENT EXPERIENCE SEOChallenge: Challenge:Drive customers to relatively low 80% of holidays are now researchedmargin specialised product online-only first online and an increasing numberretailer minimising cost of customer of us buy holidays online. Sunmasteracquisition yet building brand as approached our SEO consultant toleader in its segment. increase their visibility and increase their share of the online holidayResults: market.90% of all new customers areacquired by organic search. Results (within 5 months):Cost per acquisition is £2.02 (via PPC Website traffic increased by 138%campaigns this is £4.60). Top ten positions were achieved forDeliver 55,000 unique visitors per 1,757 search termsmonth from search results alone. As on page was more relevant weMore than £0.5m revenue pa were able to drive down the PPCgenerated from search management. campaign cost by 13% The campaign achieved an ROI of 255.6%
  • DIGITAL ADVOCACYCreating tools to deliver support and advocacy online.• Websites for public consultations• Amplifying customer recommendation• Blogger relations Our blogger relations campaign resulted in a 27% sales uplift.
  • Digital to support PRVehicle creationDigital newsroomBranding of social media channelsMicro-sitesNewslettersForumsContent creationVideoInfogram of storyTraining & servicesSocial media auditDigital reputation management – tracking & contributingSocial media policy & trainingDriving broader awarenessSEOPPCDigital distribution – bloggers & SEO
  • WHYGRNOur track record.We create original, timely and relevant contentthat cuts through the noise and connects withyour audience. We:‘think like an editor’ to get noticed‘feel like the customer’ to create advocates‘guided by your business’ to deliver against your objectivesOur proven approach has enabled us to deliverresults to small local companies, national brandsand government organisations.To find out how we can help you, get in touch with:@LinseyHenshawlhenshaw@goodrelationsnorth.co.uk+44 (0)1625 500 800