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Building a Public Relations Campaign for Today’s Digital World
The Early Days of Public Relations
Traditional PR Tactics <ul><li>Control the Message, Press Releases </li></ul><ul><li>Create and Distribute Press Kits </li...
 
Forrester: The Growth of Social Technology Adoption, 2008 3 out of 4 Americans  use social networking technology.
Reason # 2 Because 2/3 of the global internet  population use social networking sites. Neilson, Global Places and Networke...
Reason # 2 Neilson, Global Places and Networked Faces, 2009 Because social networking is the 4 th  most  popular online ac...
Internet Passing Television In June 2009, European internet consumption reached 14.2 hours per week compared to 11.5 hours...
500,000,000 users  (that’s 500 million!) 10 million “fans” sign up to commercial  “brand pages” every day.
 
There are over 140 million blogs worldwide.
There are 4.6 billion cell phones in the world
1 out of 5 people have smart phones.
Newspaper circulation is down  7 million over the last 25 years ??
The Changing Media Landscape Source: Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media
Media Consumption Percentage of news and information consumers receive from media each month.
 
To Summarize <ul><li>Social media is an important communication channel </li></ul><ul><li>Traditional media is still the m...
Building Your Digital PR Toolbox
Essential Digital PR Tools <ul><li>Social Media Channels/Platforms </li></ul><ul><li>Search Marketing </li></ul><ul><li>Pr...
 
 
#1 Position!
 
 
Profnet/HARO Slide
 
<ul><li>SEO/PR =  Innovative approach that combines Public Relations with Search Engine Optimization generating more sales...
The Importance of SEO/PR 76,632 Searches 31,260 Searches 141,360 Searches
The Importance of SEO/PR Whoosh Announces New International Website Reuters, NYC – 1 hour ago Whoosh today announced a new...
The Importance of SEO/PR Whoosh Announces New International Website Reuters, NYC – 5 days ago Whoosh today announced a new...
The Importance of SEO/PR Whoosh Announces New International Website Reuters, NYC – 5 days ago Whoosh today announced a new...
Whoosh Announces New International Website Reuters, NYC – 5 days ago ,,,Whoosh today announced a new Website developed by ...
 
 
#1 Position!
Vitale Caturano Shareholder William Kracunas Named To Boston Business Journal’s 40 Under 40 List 6 days: 28,712 Impressions!
 
 
Online Surveys
 
Newswire Services
 
 
Building the Integrated Campaign <ul><li>Identify customers and where they are receiving/sharing information </li></ul><ul...
Building the Integrated Campaign <ul><li>Craft messages for different channels  </li></ul><ul><li>Develop communications a...
Building the Integrated Campaign <ul><li>Develop actionable content (eg. press releases, whitepapers, etc.) </li></ul><ul>...
 
<ul><li>Strengths </li></ul><ul><li>New England’s largest regional full-service CPA, consulting, and wealth management fir...
<ul><li>Before 451 Marketing </li></ul><ul><li>Website was simply an “online brochure” </li></ul><ul><li>Never had receive...
<ul><li>451 Marketing Approach </li></ul><ul><li>Setup (in)efficient frontiers Blog -  www.inefficientfrontiers.wordpress....
 
<ul><li>InfoWorld  –  November 20, 2008:“Tech Bottomline” column by Bill Snyder (article featured Robert Kish, vice presid...
<ul><li>BusinessWeek  Small Business’ “The Digital Manager” column - Bob Kish was interviewed for an upcoming column on Ho...
<ul><li>451 Marketing Results </li></ul><ul><li>(in)efficient frontiers receives almost 2,000 visitors per month </li></ul...
Our actions resulted in $650,000!
7% Who Is 451 Marketing? Founded in February, 2004  Headquartered in Boston with an office in Chicago A collaboration of 2...
7% We work with and build great brands
7% Our Team Members Have represented brands like New Balance, Bank of America, Dunkin’ Donuts, Ralph Lauren - RLX, Destina...
AJ Gerritson, Founding Partner 451 Marketing 21 School Street, 3 rd  Floor Boston, MA 02108 617-259-1605 x 204 www.451mark...
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Building a PR Campaign for the Digital World 8.10

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You practice traditional public relations, you’re aware of Web 2.0 and social media, you want to get ahead of competitors in the digital space, but you don’t understand how it all mixes together. More importantly, you’re worried about wasting resources by getting involved with digital PR campaigns. This workshop can help!

August's workshop will take a close look at current statistics, and several examples of both B2B and B2C companies that have built successful digital PR campaigns, as well as those that have failed. The pros at 451 Marketing will provide attendees with a preliminary plan to formulate a PR campaign for the digital world.

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  • Source: Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media
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  • Box + #1!
  • 28,000 views in 6 days!! Today…
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  • Transcript of "Building a PR Campaign for the Digital World 8.10"

    1. 1. Building a Public Relations Campaign for Today’s Digital World
    2. 2. The Early Days of Public Relations
    3. 3. Traditional PR Tactics <ul><li>Control the Message, Press Releases </li></ul><ul><li>Create and Distribute Press Kits </li></ul><ul><li>Media Relations </li></ul><ul><li>Develop Hooks/Angles </li></ul><ul><li>Support/Leverage Events </li></ul><ul><li>Broadcast News </li></ul><ul><li>Crisis Management </li></ul>
    4. 5. Forrester: The Growth of Social Technology Adoption, 2008 3 out of 4 Americans use social networking technology.
    5. 6. Reason # 2 Because 2/3 of the global internet population use social networking sites. Neilson, Global Places and Networked Faces, 2009
    6. 7. Reason # 2 Neilson, Global Places and Networked Faces, 2009 Because social networking is the 4 th most popular online activity – ahead of personal email.
    7. 8. Internet Passing Television In June 2009, European internet consumption reached 14.2 hours per week compared to 11.5 hours for TV.
    8. 9. 500,000,000 users (that’s 500 million!) 10 million “fans” sign up to commercial “brand pages” every day.
    9. 11. There are over 140 million blogs worldwide.
    10. 12. There are 4.6 billion cell phones in the world
    11. 13. 1 out of 5 people have smart phones.
    12. 14. Newspaper circulation is down 7 million over the last 25 years ??
    13. 15. The Changing Media Landscape Source: Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media
    14. 16. Media Consumption Percentage of news and information consumers receive from media each month.
    15. 18. To Summarize <ul><li>Social media is an important communication channel </li></ul><ul><li>Traditional media is still the most widely consumed form of media, most trusted </li></ul><ul><li>A successful campaign must be integrated </li></ul><ul><li>The communication landscape is changing </li></ul>
    16. 19. Building Your Digital PR Toolbox
    17. 20. Essential Digital PR Tools <ul><li>Social Media Channels/Platforms </li></ul><ul><li>Search Marketing </li></ul><ul><li>Profnet, HARO </li></ul><ul><li>SEO/PR, Social Media Release </li></ul><ul><li>Web 2.0 Monitoring </li></ul><ul><li>Online Surveys </li></ul><ul><li>Email </li></ul><ul><li>Electronic Newswire Services </li></ul><ul><li>TRAACKR </li></ul>
    18. 23. #1 Position!
    19. 26. Profnet/HARO Slide
    20. 28. <ul><li>SEO/PR = Innovative approach that combines Public Relations with Search Engine Optimization generating more sales leads and publicity through crafting/optimizing press releases and e-zine newsletters. </li></ul><ul><li>Additional Benefits Include: </li></ul><ul><ul><li>Your website’s rankings </li></ul></ul><ul><ul><li>The number of referrals from search engines </li></ul></ul><ul><ul><li>Increased qualified prospects/clients </li></ul></ul>WHAT IS SEO/PR?
    21. 29. The Importance of SEO/PR 76,632 Searches 31,260 Searches 141,360 Searches
    22. 30. The Importance of SEO/PR Whoosh Announces New International Website Reuters, NYC – 1 hour ago Whoosh today announced a new Website developed by legendary Internet consulting firm Molecular out of Watertown, Massachusetts. “the capabilities impressed us….” Proclaimed Whoosh CEO, Suzanna Banana
    23. 31. The Importance of SEO/PR Whoosh Announces New International Website Reuters, NYC – 5 days ago Whoosh today announced a new Website developed by legendary Internet consulting firm Molecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana
    24. 32. The Importance of SEO/PR Whoosh Announces New International Website Reuters, NYC – 5 days ago Whoosh today announced a new Website developed by legendary Internet consulting firm Molecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana Fashion World Excited By New Designer’s AMAZING Web Site Vogue – 3 hours ago “ This site carries an extraordinary range of designer women’s clothes and running shoes. We were delighted with the ease of navigation and the shopping cart functionality of this site. The free shipping and overnight options were particularly desirable. If there were shortcomings in the site, they were not immediately evident to this reporter…
    25. 33. Whoosh Announces New International Website Reuters, NYC – 5 days ago ,,,Whoosh today announced a new Website developed by legendary Web-build firm Molecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana Fashion World Excited By New Designer’s AMAZING Web Site Vogue – 3 hours ago “ This site carries an extraordinary range of designer women’s clothes and running shoes. We were delighted with the ease of navigation and the shopping cart functionality of this site. The free shipping and overnight options were particularly desirable. If there were shortcomings in the site, they were not immediately evident to this reporter… Press coverage sometimes show up in the natural search results, too. Whoosh Launches E-Commerce Site – BusinessWeek – 1 days ago Whoosh site a hit with women – Vogue – 3 hours ago
    26. 36. #1 Position!
    27. 37. Vitale Caturano Shareholder William Kracunas Named To Boston Business Journal’s 40 Under 40 List 6 days: 28,712 Impressions!
    28. 40. Online Surveys
    29. 42. Newswire Services
    30. 45. Building the Integrated Campaign <ul><li>Identify customers and where they are receiving/sharing information </li></ul><ul><li>Listen/Monitor Online Conversations, glean insights, reputation management </li></ul><ul><li>Identify online influencers </li></ul>
    31. 46. Building the Integrated Campaign <ul><li>Craft messages for different channels </li></ul><ul><li>Develop communications and online engagement strategy </li></ul><ul><li>Utilize web tools to build search strategy </li></ul><ul><li>Set up social media channels </li></ul>
    32. 47. Building the Integrated Campaign <ul><li>Develop actionable content (eg. press releases, whitepapers, etc.) </li></ul><ul><li>Execute pro-active/reactive communications campaign </li></ul><ul><li>Make adjustments as needed </li></ul><ul><li>Track results </li></ul>
    33. 49. <ul><li>Strengths </li></ul><ul><li>New England’s largest regional full-service CPA, consulting, and wealth management firm </li></ul><ul><li>One of the top 40 CPA firms in the country, 34 partners, and over 340 employees </li></ul><ul><li>Outstanding reputation, very loyal client base. </li></ul><ul><li>Some of the most intelligent thought leaders in their respective fields </li></ul><ul><li>Challenges </li></ul><ul><li>Difficult to develop new business in downturn economy </li></ul><ul><li>Website was not optimized for Search </li></ul><ul><li>No strong “calls to action” or “lead-captures” on website </li></ul><ul><li>No PPC/Online campaign in place </li></ul><ul><li>No social media presence </li></ul><ul><li>Thought leaders were not well known, either in traditional media or online </li></ul>
    34. 50. <ul><li>Before 451 Marketing </li></ul><ul><li>Website was simply an “online brochure” </li></ul><ul><li>Never had received any leads from the website </li></ul><ul><li>Very little positive press in the media </li></ul><ul><li>Web traffic around 4,500 visitors per month </li></ul><ul><li>No Social Media Presence </li></ul><ul><li>451 Marketing’s Approach </li></ul><ul><li>Developed demand generation strategy consisting of PR, Search (paid and natural) marketing, search-leveraged public relations, social media marketing, and content development. </li></ul><ul><li>Developed keyword strategies, optimized website, began link-building campaign </li></ul><ul><li>Interviewed thought leaders, defined expertise, identified appropriate media outlets </li></ul>
    35. 51. <ul><li>451 Marketing Approach </li></ul><ul><li>Setup (in)efficient frontiers Blog - www.inefficientfrontiers.wordpress.com/ </li></ul><ul><li>Created LinkedIn Group “New England CFO’s,” setup Facebook recruiting page </li></ul><ul><li>Pitched firm’s thought leaders to targeted media outlets </li></ul><ul><li>Began paid online campaign </li></ul><ul><li>Distributed search-optimized press releases </li></ul><ul><li>Distributing content through social media channels </li></ul>
    36. 53. <ul><li>InfoWorld – November 20, 2008:“Tech Bottomline” column by Bill Snyder (article featured Robert Kish, vice president) </li></ul><ul><li>The Boston Globe – November 21, 2008 “B usiness loans still flowing” by Ross Kerber (article featured Jeff Korzenik, vice president) </li></ul><ul><li>The Boston Business Journal – December 19, 2008 “How to: choose a computer network system consultant,” by Keith Regan (article featured Robert Kish, vice president) </li></ul><ul><li>Mass High Tech - January 23, 2009 Announcement on Vitale Caturano’s Sharepoint “Focus Series” event.   </li></ul><ul><li>Forbes.com – February 4, 2009 “ The Tax Code Encourages Big Wall Street Bonuses” Opinion Piece By Jeff Korzenik </li></ul><ul><li>New York Times.com - February 4, 2009 “Economix” column by Catherine Rampell “ The Tax Code Encourages Big Wall Street Bonuses” reprinted Opinion Piece By Jeff Korzenik </li></ul><ul><li>Risk Management – March 1, 2009 “Recipe for Disaster” By Lori Widmer </li></ul>Media Coverage Received
    37. 54. <ul><li>BusinessWeek Small Business’ “The Digital Manager” column - Bob Kish was interviewed for an upcoming column on How Small Business Can Make the Best Use of IT </li></ul><ul><li>Data Center Management Magazine - Diego Rosenfeld was interviewed for an upcoming article on a Green IT Initiatives story </li></ul><ul><li>The Street.com - Jeff Korzenik was interviewed for an upcoming story on the history of Wall Street </li></ul><ul><li>InfoWorld – Diego Rosenfeld was interviewed by Contributing Reporter John Edwards’ Editorial Assistant, Eve Kaiser, for a piece on the outsourcing of IT government risk and compliance services (GCR). Diego also put Kaiser in touch with one of his clients for additional insights </li></ul>Media Coverage Received to Date
    38. 55. <ul><li>451 Marketing Results </li></ul><ul><li>(in)efficient frontiers receives almost 2,000 visitors per month </li></ul><ul><li>Tremendous media coverage </li></ul><ul><li>1 st page search results for their top 20+ keywords. </li></ul><ul><li>Over 8,000+ visitors per month (almost doubled their traffic) for their Caturano.com site </li></ul><ul><li>451 Marketing Results </li></ul><ul><li>2008 Q4 was one of their best for new business engagements </li></ul><ul><li>Over 2 million in business during December and January </li></ul><ul><li>On average 15-30 leads coming in through website each month </li></ul>
    39. 56. Our actions resulted in $650,000!
    40. 57. 7% Who Is 451 Marketing? Founded in February, 2004 Headquartered in Boston with an office in Chicago A collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists Recently named eMarketer 2009 for the Americas by TRAVELCLICK Google Adwords certified
    41. 58. 7% We work with and build great brands
    42. 59. 7% Our Team Members Have represented brands like New Balance, Bank of America, Dunkin’ Donuts, Ralph Lauren - RLX, DestinationWeddings.com, Boston Celtics, RE/MAX, Allstate, SVEDKA, Gentle Giant, Rubbermaid, the Home Entertainment Show, and the Boston Red Sox.
    43. 60. AJ Gerritson, Founding Partner 451 Marketing 21 School Street, 3 rd Floor Boston, MA 02108 617-259-1605 x 204 www.451marketing.com www.451heat.com www.Linkedin.com/in/ajgerritson @ajgerritson
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