Digital Public Relations (PR): 46th Anvil Awards Briefing
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Digital Public Relations (PR): 46th Anvil Awards Briefing

  • 2,629 views
Uploaded on

Presented by Janette Toral last September 7, 2010 at the Public Relations Society of the Philippines forum - "How to Package a Winning Entry in the Anvil". She shared her perspective on Digital PR......

Presented by Janette Toral last September 7, 2010 at the Public Relations Society of the Philippines forum - "How to Package a Winning Entry in the Anvil". She shared her perspective on Digital PR and how to prepare for the Digital PR Tools - Internet and Mobile category of the awards.

The half-day event took place at the J.Y. Campos Hall B, Unilab Bayanihan Center, Pioneer Street, Mandaluyong City.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • download here link 100% working: https://app.box.com/s/olzwnk240vfm2ir8yfdw
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
2,629
On Slideshare
2,629
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
44
Comments
1
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Digital  Public  Rela.ons     (46th  Anvil  Awards  Briefing)   Jane?e  Toral   h?p://www.digitalfilipino.com  
  • 2. Internet  Search  emerges  as  the  top   online  ac.vity.   Ac#vi#es  showing  significant  increase  at  95%  confidence  levels   Base:  Past  month  Internet  users  aged  10+  across  Na#onal  Urban  Philippines     Source:  Yahoo!-­‐Nielsen  Net  Index  2010  
  • 3. What  people  Search  for   on  the  Net   Base:  Past  month  Internet  users  aged  10+  across  Na#onal  Urban  Philippines  who  have  used  a  search  engine  in  the  past  month   Source:  Yahoo!-­‐Nielsen  Net  Index  2010  
  • 4. Social  media  is  changing  the  rules  of   engagement   Base:  Past  month  Internet  users  aged  10+  across  Na7onal  Urban  Philippines   Source:  Yahoo!-­‐Nielsen  Net  Index  2010   Do  you  know  what  people  say  about  you?  
  • 5. Online  consumers  are  now  media   Real-­‐.me  streams   Real-­‐.me  search   Real-­‐.me  expecta.ons  
  • 6. TV   PRINT   POS   CRM   digital   digital   digital   digital   All  channels  will  be  digital  
  • 7. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   All  channels  will  be  social   We  don’t  believe  in  hypes..     (we  trust  friends  more)  
  • 8. Facebook   Gaming   Mobile   They  are  all  “life”  (or   part  of  our  lives)  
  • 9. h?p://www.google.com/insights/search   SITE  LAUNCH  STEP  #1  RESEARCH  
  • 10. Find  out  compe..on  through   search  engine.   Search  engine  is  a  reputa.on  engine.  
  • 11. SITE  launch  Step  #2  Structure  /   Op.mize   •  About  the  site   •  Sidebar   •  Company  index   –  Facebook  page   •  Categories   –  Twi?er   –  Cat1   –  Slideshare   •  Photo   –  Archives   •  Descrip.on   –  Ads   •  Company  info   –  About  author   •  Keyword:  category,   –  News   company  name  
  • 12. h?p://www.halalcer.fiedfood.com  launched  August  10.  
  • 13. Where?   •  FREE   •  Paid   –  Twi?er   –  Blogs   –  Facebook   –  Google  Adsense   –  Blog   SITE  Launch  STEP  #3  CAMPAIGN  
  • 14. Tap  bloggers  &  linkerac  to   promote  what  you  do.  
  • 15. SITE  Launch  STEP    #4  MEASURE  
  • 16. Listed  -­‐     Search  results   Monitor  your  ranking.  (results  as  of  August  11)  
  • 17. #5  Calibrate!   •  Control  search  engine  results   •  What  people  say  about  you   •  Learn  how  to  read  trends   •  Know  what  your  compe..on  is  up  to   There  is  no  excuse  why  you  don’t  know.  
  • 18. Digital  PR  #1:  Interac.ve   Tell  vs.  show  vs.  involve  
  • 19. In  2009,  Havaianas  created  a  movement  calling  people  to  only  "wear  original"   Havaianas  flip-­‐flops  and  curb  the  prolifera.on  of  local  imita.ons  and  products  that   bastardized  the  brand.     Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Media  Sharing  category)  
  • 20.  The  campaign  also  leveraged  customers'  love   for  the  brand  and  more  importantly  -­‐  Filipinos'   obsession  with  sharing  photos  on-­‐line,  as   seen  by  the  numerous  posts  on  the  pledge   wall.    This  feature  became   the  primary  driver  of   site  traffic  as  visitors   shared  their  pictures   on  the  pledge  wall  on   their  social  network   pages.    
  • 21. Havaianas  Original:  Results   In  a  span  of  only  57  days,  we  were  able  to  get  54,000  visits  (44,000  unique  visitors)  to   the  site  and  3,700  photo  submissions  on  the  pledge  wall  with  virtually  no  ad  spend   on-­‐line  /  off-­‐line.     Site  traffic  was  generated   organically  by  employing   a  very  effec.ve  SEO  plan   and  integra.ng  viral   sharing  features  on  the   site.    
  • 22. Winner  of  DigitalFilipino  Social  Networking  Awards  2010     (Micro  Blog  category)  
  • 23. Results   •  P409,320  dona.on   •  15,000  +  tweets   •  3  weeks   •  As  of  November,  Globe  has  provided  relief   packages  to  17,000  families  in  Marikina,  Rizal,   Mun.nlupa,  Laguna,  and  Pangasinan.  It  has   donated  Php3  million  to  various  founda.ons   for  the  vic.ms  of  the  floods.  
  • 24. Digital  PR  #2:  Customizable   Shared?  
  • 25. Brand  Background    Real  Leaf  green  tea  is  the  newest   ready-­‐to-­‐drink  (RTD)  tea  in  the  market   launched  mid-­‐2009.    Real  Leaf  is  brewed  from  100%  whole   green  tea  leaves,  naturally  packed   with  Theanine,  with  a  delicious  hint  of   fruit  and  honey.     The  Challenge   •  Reinforce  strong  challenger  status  by  demonstra.ng   that  key  influencers  have  already  switched  into  the   brand   Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Blog  category)  
  • 26. Key  Learnings   •  Incen.vized  consumer  engagement  with  the  blogger  community  around  a   strong  concept  can  drive  rich  RESPONSE  and  online  brand  presence.    Big  Idea   Medium      “What’s  in  it  for  me?”      Real  Leaf  Paparazzi   Key  Blogs  &   iPod  Nanos,  cash  &  products    Blog  Networks     = 150+  product-­‐related  photos   400+  blog  posts   40+  related  search  results  
  • 27. 1st  place:  Mommy  Talks  by  Precious  Bahin.ng   h8p://www.mommytalks.net/2010/01/real-­‐leaf-­‐paparazzi.html  
  • 28. Search  Results  for:  “Real  Leaf”   Google  Top  10  results   Before:  1  video,  1  employee  post   Aser:  8  on  the  Top  10    search  results  
  • 29. Digital  PR  #3:  Contextual   Relevant?  
  • 30. Winner  of  DigitalFilipino  Social  Networking   Awards  2010  (Social  Network  category)  
  • 31. Results   •  50  high  profile  celebri.es  contributed  content   •  In  less  than  a  month  aser  its  launch,  US $15,000  was  donated  to  Red  Cross.  
  • 32. Facebook   •  Aim  to  reach  10,000   Likes  or  Fans  (.pping   point).   •  Social  context  drives   advocacy  
  • 33. Results   •  Launched  June  2,  2003   •  Reached  1000  subscribers  in  one   month.  3000  by  year-­‐end  2003.   •  Conversion  rate  to  paying  buyers  was   3%   •  Content  revised  5x  prior  to  publishing.   •  Book  published  by  McGraw-­‐Hill   Educa.on  Asia   –  First  Filipino  author  published.   –  Released  May  2004  (sold  out)   •  Created  a  niche  database   –  Organized  DigitalFilipino  E-­‐Commerce   Forum  in  2004  (Cebu  and  Manila).   •  Won  CITEM  E-­‐Services  Best  e-­‐Learning   Product  Award  runner-­‐up  for  2004.  
  • 34. New  e-­‐mail  marke.ng   systems  like  Flowtown.com   has  also  integrated  social   media  component.  
  • 35. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   Digital  PR  #4:  Entertaining   Grabs  a?en.on..  WOW!  
  • 36. Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Social  Network  category)  
  • 37. Results   •  Lola  Techie   –  Over  100,000  Facebook  fans  in  just  4  months.     –  4500  followers  on  Mul.ply.   –  3000  followers  on  Twi?er.   –  1884  followers  on  Plurk  and  500  fans     •  Bayan   –  Increased  sales  inquiries  by  700%!       –  DSL  sales  grew  by  about  50%  during  the  period  when   the  commercial  started  airing  and  the  campaign   definitely  contributed  to  the  posi.ve  overall  business   performance  in  2009.  
  • 38. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   Digital  PR  #5:  Playable  
  • 39. Winner  of  DigitalFilipino  Social  Networking  Awards  2010     (Media  Vo.ng  category)   BACKGROUND Apl de Ap + MTV Asia + PH DOT were in search for the next unsigned PINOY ARTIST
  • 40. RESULTS >> over 1,000 entries in less than 2 week seed; 4,000%  ROI   >> Quantity: Over 84 posts in 3 days >> Quality: vs.  CLIENT  SPENDING   a. all linked URL b. all had branding c. call to action to vote d. Twits made use of hash e. niched to music, youth, lifestyle f. 30% of blogs 1st & 2nd pages of Y! & Google
  • 41. http://buddygancenia.com/blog/rates - landing page for the link-building campaign. - All the necessary information about the videographer, contact details, the products and services, the rates and sample videos are all in this page. Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Search  Engine  Marke.ng  category)  
  • 42. KEYWORDS   GOOGLE   YAHOO   BING   Corporate  events   coverage  Philippines     1   1   1   Corporate  video   1   1   1   Philippines     Events  video   coverage  Philippines     1   1   1   Events  coverage   1   2   1   Philippines     Corporate  events   2   8   4   coverage     Video  coverage   5   1   2   Philippines     Events  video   2   10   9   coverage    
  • 43. RESULTS It increased the inquiry about 3 times. Bookings also increased from the time the campaign was launched.
  • 44. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   mobile   mobile   mobile   mobile   Digital  PR  #6:  Useful  
  • 45. Hard Fun Easy Fun Frustration Curiosity Wonder Surprise Serious Fun People Fun Excitement Amusement Relaxation Admiration Values Become  part  of  our  life…  strike   on  emo.ons   Understand  people,  then  technology.  
  • 46. A  successful  Digital  PR   •  People  will  search  for  you.   •  People  will  write  about  you.   •  People  will  share  you.  
  • 47. Preparing  your  entry   •  What  does  the  entry  plan   •  Execu.on   to  achieve?   –  Website  (share-­‐able)   –  PR  versus  Adver.sing   –  Campaign   –  (reputa.on  building)   •  Blog   •  Target  public   •  Facebook   •  Twi?er   –  Audience  profile  (niche   •  Social  Media   segment)   –  Results   –  Sites   •  Page  views   •  Likes   •  Share   •  Retweet   •  Comments     •  Re-­‐blog   Impact  must  be  clearly  stated  from  its  PR  perspec#ve.  
  • 48. Reference   •  h?p://www.slideshare.net/derkaip/digital-­‐is-­‐ dead   •  h?p://www.slideshare.net/soapcrea.ve/ adage-­‐digital-­‐2010-­‐6-­‐founda.ons-­‐of-­‐great-­‐ digital-­‐crea.ve   •  h?p://www.slideshare.net/NicoleLazzaro/ux-­‐ week-­‐the-­‐future-­‐of-­‐ux-­‐is-­‐play  
  • 49. Get  updated  deck   •  h?p://www.slideshare.net/jane?etoral   •  Join  our  following  ac.vites:   –  Free  webinar  on  Search  Engine  &  Social  Media   Marke.ng  101  on  September  9   –  September  28  to  30:  Sales  Tac.cs  Using  Search   Engine  &  Social  Media  Marke.ng   –  Visit  h?p://www.searchprofileindex.com  for  more   details.