The keynote presentation at Amoo Booster Series by Lloyd Pople, Co-Founder of NeonDrum on "Online PR - building your brand at Internet speed."

1. Amoo Booster Series 26 th January 2012 Build Your Brand at Internet Speed Lloyd Pople, Co-founder of NeonDrum

2. What is Public Relations? Reputation Creating a favourable sales environment If this brand held a party, would I go? You won’t get fired for buying from … Influencing opinion Putting your product in the Evoked Set Planned and sustained

3. PR from day one If you don’t position yourself… Someone else will They might not get it right, you might not like it It’s your chance to inform, to get it right from the start Re-positioning is expensive STEALTH MODE

4. PR activities Features News Trade shows Web Site Social media Events Analyst programmes Awards Seminars White papers Opinion pieces Interviews Press Tours Crisis management Blogs Newsletters Press kits Media liaison User groups Brochures

5. Online PR Channels The “long tail” of the Internet

9. Measuring Online PR Results Sales and Media enquiries Web traffic Recent Content Keyword optimised Link Backs Google Ranking

10. Exploiting Online PR News Release

11. Case Study: Google AdWords v. Online PR All traffic driven to different registration landing pages to measure results Goal: Gain website visitor registrations via a download of a new white paper Google AdWords 11 optimised AdWord variants 82 Keyword/phrase variations £40 per day budget 3 week run Online PR Press release written Online distribution 70 instances of coverage Peak coverage in 7 days

12. Results 2.5x Registrations 23% Cheaper Online PR £210 201 £1.04 Google AdWords £105 78 £1.35 Cost Registrations Cost/registration

13. Your Brand at Internet Speed Positioning your brand from the start is crucial “ web news” creates multiple opportunities to put your strategic story forward Online PR is one of the most cost-effective and measureable ways to accelerate your brand into the mind of your audience