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Building a PR Campaign for the Digital World:

Building a PR Campaign for the Digital World:

Several case studies of B2B/ B2C companies that built successful digital public relations campaigns, and an explanation of why others failed.

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    AJ Gerritson, 451 Marketing AJ Gerritson, 451 Marketing Presentation Transcript

    • Ac! 12Digital PR Campaign Building AJ Gerritson Founding Partner 451 Marketing
    • Building a Public Relations Campaign for Today’s Digital World
    • The Early Days of Public Relations
    • Traditional PR Tactics • Control the Message, Press Releases • Create and Distribute Press Kits • Media Relations • Develop Hooks/Angles • Support/Leverage Events • Broadcast News • Crisis Management • Community Relations
    • 77.4% of North America’s 344,000,000people use the web. That’s 266,000,000!World Internet Usage and Statistics News, June 2010
    • 75% of all US Web users receive or findnews online. That’s 199,500,000!Pew’s “Generations Online 2010” Report
    • Internet Passing Television In June 2009, European internetconsumption reached 14.2 hours per week compared to 11.5 hours for TV.
    • There are 4.6 billion cell phones in the world
    • Newspaper circulation is down7 million over the last 25 years ??
    • !"# $"%&(& )#*(% +%&*,-%.#Source: Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media
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    • To Summarize• The Web (and social media) is an increasingly important communication channel• Traditional media is still the most widely consumed and most trusted form of media in the US• A successful campaign must be integrated• The communication landscape is changing
    • Building Your Digital PR Toolbox
    • Essential Digital PR Tools• Social Media Channels/Platforms• Search Marketing• Profnet, HARO• SEO/PR, Social Media Release• Web 2.0 Monitoring• Online Surveys• Email• Electronic Newswire Services• TRAACKR
    • #1 Position!
    • https://adwords.google.com/select/KeywordToolExternal
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    • WHAT IS SEO/PR? SEO/PR = Innovative approach that combines Public Relations with Search Engine Optimization generating more sales leads and publicity through crafting/optimizing press releases Additional Benefits Include: • Your website’s rankings • The number of referrals from search engines • Increased qualified prospects/clients
    • 76,632 Searches The Importance of SEO/PR 141,360 Searches31,260 Searches
    • The Importance of SEO/PRWhoosh Announces New International WebsiteReuters, NYC – 1 hour agoWhoosh today announced a new Website developed by legendary Internet consulting firmMolecular out of Watertown, Massachusetts. “the capabilities impressed us….” Proclaimed Whoosh CEO, Suzanna Banana
    • The Importance of SEO/PRWhoosh Announces New International WebsiteReuters, NYC – 5 days agoWhoosh today announced a new Website developed by legendary Internet consulting firmMolecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana
    • The Importance of SEO/PRWhoosh Announces New International WebsiteReuters, NYC – 5 days agoWhoosh today announced a new Website developed by legendary Internet consulting firmMolecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana
    • Press coverage sometimes show up in the natural search results, Whoosh Launches E-Commerce Site – BusinessWeek – 1 days ago too. Whoosh site a hit with women – Vogue – 3 hours agoFashion World Excited By New Designer’s AMAZING Web SiteVogue – 3 hours ago“This site carries an extraordinary range of designer women’s clothes and running shoes. We were delightedwith the ease of navigation and the shopping cart functionality of this site. The free shipping and overnightoptions were particularly desirable. If there were shortcomings in the site, they were not immediately evidentto this reporter…Whoosh Announces New International WebsiteReuters, NYC – 5 days ago,,,Whoosh today announced a new Website developed by legendary Web-build firmMolecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO,Suzanna Banana
    • #1 Position!
    • Vitale Caturano Shareholder William Kracunas Named To Boston Business Journal’s 40 Under 40 List 6 days: 28,712 Impressions!
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    • Building the Integrated Campaign• Identify customers and where they are receiving/sharing information• Listen/monitor online conversations, glean insights, reputation management• Identify online influencers
    • Building the Integrated Campaign• Craft messages for different channels• Develop communications and online engagement strategy• Utilize web tools to build search strategy• Set up social media channels
    • Building the Integrated Campaign• Develop actionable content (eg. press releases, whitepapers, etc.)• Execute pro-active/reactive communications campaign• Make adjustments as needed• Track results
    • Approach • Due to short timeframe we targeted influential social media people and online outlets who reach theSituation company’s audience• 75% of their yearly sales are • Created product review done between program Thanksgiving and New • Facilitated blogger tours of Year’s Day the factory• Down economy • Tied the brand/product• Non-existent PR program into social media awards• Website converts 1 out of • Ran social media contests every 4.5 visitors into a and promos that engaged customer, average sale is the audience and drove $40-45 visitors to the website• Customer demo: female, • Highlighted its charitable 25-48 giving program
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    • Results•Blogs received 5+ million page views in 10days•Dancing Deer received over 17,000 entries•Dancing Deer’s Facebook fans increased by20% during contest•Blogs drove 2,326 visitors toDancingDeer.com website
    • This resulted in a maximum reach of 2.5+ million impressions on twitter!
    • ResultsWithin two months we were able to track 15,000+ new visitors from social media influencers to DancingDeer.comAt their current conversion rate (1 out of 4.5) one can estimate this equated to 3,300 new customers resulting in $132,000In addition to coverage on 51 targeted blogs we secured coverage on “Wake Up with Al”, DailyCandy.com, USAToday.com, Forbes.com, Huffingtonpost.com, FastCompany.com, FoxSmallBusinessCenter.com, Boston.com, Entrepreneur.com
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    • !"#$"%& ()*+,-*• Over $2m during December and January• 2008 Q4 was one of their best for newbusiness engagements• Average 15-30 leads/month via website• 1st page search results for 20+ keywords• Over 8,000 visitors per month (almost doubled!) • All goals/targets achieved • Boston Globe, New York Times, Forbes
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    • 451 MarketingFounded 200420 FTE’s, Boston + ChicagoPR + Social Media + Search
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    • AJ Gerritson, Partner451 Marketing100 North Washington StreetBoston, MA 02114617-259-1605 x 154www.451marketing.comwww.451heat.comwww.Linkedin.com/in/ajgerritson@AJGerritson