The	
  Fearey	
  Group	
  	
  |	
  	
  March	
  26,	
  2014	
  
Breaking	
  the	
  Mold	
  	
  
The	
  New	
  Rules	
  of	...
Family…	
  
©	
  The	
  Fearey	
  Group,	
  2014.	
  All	
  Rights	
  
Reserved.	
  
Team…
©	
  The	
  Fearey	
  Group,	
  2014.	
  All	
  Rights	
  
Reserved.	
  
Owned	
  |	
  Earned	
  |	
  Paid	
  
©	
  The	
  Fearey	
  Group,	
  2014.	
  All	
  Rights	
  
Reserved.	
  
owned
digit...
The	
  Press	
  Release	
  in	
  a	
  New	
  PR	
  World	
  
©	
  The	
  Fearey	
  Group,	
  2014.	
  All	
  Rights	
  
Re...
©	
  The	
  Fearey	
  Group,	
  2014.	
  
	
  All	
  Rights	
  Reserved.	
  
The	
  Press	
  Release	
  of	
  the	
  Past	...
©	
  The	
  Fearey	
  Group,	
  2014.	
  
	
  All	
  Rights	
  Reserved.	
  
The	
  Press	
  Release	
  Today:	
  	
  
da	...
©	
  The	
  Fearey	
  Group,	
  2014.	
  All	
  Rights	
  
Reserved.	
  
8	
  
Goal:	
  Build	
  a	
  new	
  level	
  of	
...
©	
  The	
  Fearey	
  Group,	
  2014.	
  All	
  Rights	
  
Reserved.	
  
9	
  
Sports	
  Star	
  of	
  the	
  Year	
  Awar...
©	
  The	
  Fearey	
  Group,	
  2014.	
  All	
  Rights	
  
Reserved.	
  
10	
  
Social	
  Media	
  Experience:	
  Brain	
 ...
©	
  The	
  Fearey	
  Group,	
  2014.	
  All	
  Rights	
  Reserved.	
  
Aaron	
  Blank,	
  President	
  and	
  CEO	
  
206...
©	
  The	
  Fearey	
  Group,	
  2014.	
  All	
  Rights	
  
Reserved.	
  
12	
  
Meet	
  @DanaMLewis	
  
#hcsm	
  founder	
...
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Breaking the Mold - Aaron Blank

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Aaron Blank's session at MarketMix 2014

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Breaking the Mold - Aaron Blank

  1. 1. The  Fearey  Group    |    March  26,  2014   Breaking  the  Mold     The  New  Rules  of  PR  and  Earned  Media     ©  The  Fearey  Group,  2014.     All  Rights  Reserved.  
  2. 2. Family…   ©  The  Fearey  Group,  2014.  All  Rights   Reserved.  
  3. 3. Team… ©  The  Fearey  Group,  2014.  All  Rights   Reserved.  
  4. 4. Owned  |  Earned  |  Paid   ©  The  Fearey  Group,  2014.  All  Rights   Reserved.   owned digital properties such as website, videos, mobile, apps, social presence, brand assets, etc. earned social media e.g. publisher, editorial, influencer outreach, word of mouth, social networks paid display, mobile display, paid search, pre roll, digital sponsorships, partnerships, affiliate, etc.
  5. 5. The  Press  Release  in  a  New  PR  World   ©  The  Fearey  Group,  2014.  All  Rights   Reserved.   Part  of  a  Larger  Earned  Strategy   New  Elements:     Video  and  Social     SKll  Provides  Value:     Important  for  RelaKonships  Building     SKll  Expected  by  Media:     Social  SKll  Changing     The  Press  Release  is  Here  to  Stay  
  6. 6. ©  The  Fearey  Group,  2014.    All  Rights  Reserved.   The  Press  Release  of  the  Past  
  7. 7. ©  The  Fearey  Group,  2014.    All  Rights  Reserved.   The  Press  Release  Today:     da  Vinci  Robot    
  8. 8. ©  The  Fearey  Group,  2014.  All  Rights   Reserved.   8   Goal:  Build  a  new  level  of  awareness  for  the  Historic  Flight   FoundaKon  and  drive  new  traffic     Encouraged  local  aviaKon  enthusiasts  to  share  their  emoKonal  &   historical  connecKon  to  the  DC-­‐3   12  winners  and  a  handful  of  journalists  took  flights   35  publicaKons  with  nearly  9  million  individual  impressions  
  9. 9. ©  The  Fearey  Group,  2014.  All  Rights   Reserved.   9   Sports  Star  of  the  Year  Awards   Sea^le’s  UlKmate  Sports  Fan  Contest   Grew  Twi^er  Following  by  145%   Increased  Facebook  “Likes”  by  440%   Hands-­‐on  Storytelling  
  10. 10. ©  The  Fearey  Group,  2014.  All  Rights   Reserved.   10   Social  Media  Experience:  Brain  Surgeon  for  a  Day   Blend  of  Earned  and  Owned     Hands-­‐on  Storytelling  
  11. 11. ©  The  Fearey  Group,  2014.  All  Rights  Reserved.   Aaron  Blank,  President  and  CEO   206.343.1543   ablank@feareygroup.com   @AaronBlank  
  12. 12. ©  The  Fearey  Group,  2014.  All  Rights   Reserved.   12   Meet  @DanaMLewis   #hcsm  founder  &  moderator  (Sun  @  8pmCT)     Chief  Data  Officer  of  #DIYPS   Manager,  Digital  MarkeKng  &  Internal  CommunicaKons,   Swedish  
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