Digital	
  Public	
  Rela.ons	
  	
  
(46th	
  Anvil	
  Awards	
  Briefing)	
  

          Jane?e	
  Toral	
  
   h?p://www...
Internet	
  Search	
  emerges	
  as	
  the	
  top	
  
             online	
  ac.vity.	
  




                     Ac#vi#e...
What	
  people	
  Search	
  for	
  
        on	
  the	
  Net	
  




              Base:	
  Past	
  month	
  Internet	
  u...
Social	
  media	
  is	
  changing	
  the	
  rules	
  of	
  
              engagement	
  




                             ...
Online	
  consumers	
  are	
  now	
  media	
  

             Real-­‐.me	
  streams	
  
              Real-­‐.me	
  search	...
TV	
                 PRINT	
            POS	
              CRM	
  


     digital	
            digital	
          digital	...
TV	
                          PRINT	
               POS	
                  CRM	
  


     digital	
                     di...
Facebook	
  

   Gaming	
  

    Mobile	
  
They	
  are	
  all	
  “life”	
  (or	
  
  part	
  of	
  our	
  lives)	
  
h?p://www.google.com/insights/search	
  




SITE	
  LAUNCH	
  STEP	
  #1	
  RESEARCH	
  
Find	
  out	
  compe..on	
  through	
  
          search	
  engine.	
  
 Search	
  engine	
  is	
  a	
  reputa.on	
  engin...
SITE	
  launch	
  Step	
  #2	
  Structure	
  /	
  
                      Op.mize	
  
•  About	
  the	
  site	
            ...
h?p://www.halalcer.fiedfood.com	
  launched	
  August	
  10.	
  
Where?	
  
•  FREE	
                  •  Paid	
  
    –  Twi?er	
                –  Blogs	
  
    –  Facebook	
           ...
Tap	
  bloggers	
  &	
  linkerac	
  to	
  
promote	
  what	
  you	
  do.	
  
SITE	
  Launch	
  STEP	
  	
  #4	
  MEASURE	
  
Listed	
  -­‐	
  	
  
Search	
  results	
  




    Monitor	
  your	
  ranking.	
  (results	
  as	
  of	
  August	
  11)	
...
#5	
  Calibrate!	
  
•    Control	
  search	
  engine	
  results	
  
•    What	
  people	
  say	
  about	
  you	
  
•    L...
Digital	
  PR	
  #1:	
  Interac.ve	
  

     Tell	
  vs.	
  show	
  vs.	
  involve	
  
In	
  2009,	
  Havaianas	
  created	
  a	
  movement	
  calling	
  people	
  to	
  only	
  "wear	
  original"	
  
       H...
 The	
  campaign	
  also	
  leveraged	
  customers'	
  love	
  
       for	
  the	
  brand	
  and	
  more	
  importantly	
...
Havaianas	
  Original:	
  Results	
  

In	
  a	
  span	
  of	
  only	
  57	
  days,	
  we	
  were	
  able	
  to	
  get	
  ...
Winner	
  of	
  DigitalFilipino	
  Social	
  Networking	
  Awards	
  2010	
  	
  
(Micro	
  Blog	
  category)	
  
Results	
  
•    P409,320	
  dona.on	
  
•    15,000	
  +	
  tweets	
  
•    3	
  weeks	
  
•    As	
  of	
  November,	
  ...
Digital	
  PR	
  #2:	
  Customizable	
  

               Shared?	
  
Brand	
  Background	
  
	
  Real	
  Leaf	
  green	
  tea	
  is	
  the	
  newest	
  
    ready-­‐to-­‐drink	
  (RTD)	
  tea...
Key	
  Learnings	
  
•  Incen.vized	
  consumer	
  engagement	
  with	
  the	
  blogger	
  community	
  around	
  a	
  
  ...
1st	
  place:	
  Mommy	
  Talks	
  by	
  Precious	
  Bahin.ng	
  
h8p://www.mommytalks.net/2010/01/real-­‐leaf-­‐paparazzi...
Search	
  Results	
  for:	
  “Real	
  Leaf”	
  
                                        Google	
  Top	
  10	
  results	
  ...
Digital	
  PR	
  #3:	
  Contextual	
  

             Relevant?	
  
Winner	
  of	
  DigitalFilipino	
  Social	
  Networking	
  
Awards	
  2010	
  (Social	
  Network	
  category)	
  
Results	
  
•  50	
  high	
  profile	
  celebri.es	
  contributed	
  content	
  
•  In	
  less	
  than	
  a	
  month	
  ase...
Facebook	
  
•  Aim	
  to	
  reach	
  10,000	
  
   Likes	
  or	
  Fans	
  (.pping	
  
   point).	
  
•  Social	
  context...
Results	
  
•  Launched	
  June	
  2,	
  2003	
  
•  Reached	
  1000	
  subscribers	
  in	
  one	
  
   month.	
  3000	
  ...
New	
  e-­‐mail	
  marke.ng	
  
systems	
  like	
  Flowtown.com	
  
has	
  also	
  integrated	
  social	
  
media	
  compo...
TV	
                    PRINT	
             POS	
                CRM	
  


 digital	
                 digital	
          d...
Winner	
  of	
  DigitalFilipino	
  Social	
  Networking	
  Awards	
  2010	
  (Social	
  Network	
  category)	
  
Results	
  
•  Lola	
  Techie	
  
    –  Over	
  100,000	
  Facebook	
  fans	
  in	
  just	
  4	
  months.	
  	
  
    –  ...
TV	
                     PRINT	
             POS	
                CRM	
  


 digital	
                  digital	
         ...
Winner	
  of	
  DigitalFilipino	
  Social	
  Networking	
  Awards	
  2010	
  	
  
(Media	
  Vo.ng	
  category)	
  

      ...
RESULTS
>> over 1,000 entries in less than 2 week seed;            4,000%	
  ROI	
  
      >> Quantity: Over 84 posts in 3...
http://buddygancenia.com/blog/rates
      - landing page for the link-building
      campaign.

      - All the necessary ...
KEYWORDS	
                   GOOGLE	
     YAHOO	
     BING	
  

Corporate	
  events	
  
coverage	
  Philippines	
  	
     ...
RESULTS


It increased the inquiry about 3 times. Bookings also increased from
the time the campaign was launched.
TV	
                     PRINT	
             POS	
                CRM	
  

 digital	
                  digital	
          ...
Hard Fun                     Easy Fun
       Frustration                  Curiosity
                                    Wo...
A	
  successful	
  Digital	
  PR	
  
•  People	
  will	
  search	
  for	
  you.	
  
•  People	
  will	
  write	
  about	
 ...
Preparing	
  your	
  entry	
  
•  What	
  does	
  the	
  entry	
  plan	
              •  Execu.on	
  
   to	
  achieve?	
 ...
Reference	
  
•  h?p://www.slideshare.net/derkaip/digital-­‐is-­‐
   dead	
  
•  h?p://www.slideshare.net/soapcrea.ve/
   ...
Get	
  updated	
  deck	
  
•  h?p://www.slideshare.net/jane?etoral	
  
•  Join	
  our	
  following	
  ac.vites:	
  
  –  F...
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
Digital Public Relations (PR): 46th Anvil Awards Briefing
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Digital Public Relations (PR): 46th Anvil Awards Briefing

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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.

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

  1. 1. Digital  Public  Rela.ons     (46th  Anvil  Awards  Briefing)   Jane?e  Toral   h?p://www.digitalfilipino.com  
  2. 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. 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. 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. 5. Online  consumers  are  now  media   Real-­‐.me  streams   Real-­‐.me  search   Real-­‐.me  expecta.ons  
  6. 6. TV   PRINT   POS   CRM   digital   digital   digital   digital   All  channels  will  be  digital  
  7. 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. 8. Facebook   Gaming   Mobile   They  are  all  “life”  (or   part  of  our  lives)  
  9. 9. h?p://www.google.com/insights/search   SITE  LAUNCH  STEP  #1  RESEARCH  
  10. 10. Find  out  compe..on  through   search  engine.   Search  engine  is  a  reputa.on  engine.  
  11. 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. 12. h?p://www.halalcer.fiedfood.com  launched  August  10.  
  13. 13. Where?   •  FREE   •  Paid   –  Twi?er   –  Blogs   –  Facebook   –  Google  Adsense   –  Blog   SITE  Launch  STEP  #3  CAMPAIGN  
  14. 14. Tap  bloggers  &  linkerac  to   promote  what  you  do.  
  15. 15. SITE  Launch  STEP    #4  MEASURE  
  16. 16. Listed  -­‐     Search  results   Monitor  your  ranking.  (results  as  of  August  11)  
  17. 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. 18. Digital  PR  #1:  Interac.ve   Tell  vs.  show  vs.  involve  
  19. 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. 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. 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. 22. Winner  of  DigitalFilipino  Social  Networking  Awards  2010     (Micro  Blog  category)  
  23. 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. 24. Digital  PR  #2:  Customizable   Shared?  
  25. 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. 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. 27. 1st  place:  Mommy  Talks  by  Precious  Bahin.ng   h8p://www.mommytalks.net/2010/01/real-­‐leaf-­‐paparazzi.html  
  28. 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. 29. Digital  PR  #3:  Contextual   Relevant?  
  30. 30. Winner  of  DigitalFilipino  Social  Networking   Awards  2010  (Social  Network  category)  
  31. 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. 32. Facebook   •  Aim  to  reach  10,000   Likes  or  Fans  (.pping   point).   •  Social  context  drives   advocacy  
  33. 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. 34. New  e-­‐mail  marke.ng   systems  like  Flowtown.com   has  also  integrated  social   media  component.  
  35. 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. 36. Winner  of  DigitalFilipino  Social  Networking  Awards  2010  (Social  Network  category)  
  37. 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. 38. TV   PRINT   POS   CRM   digital   digital   digital   digital   social   social   social   social   game   game   game   game   Digital  PR  #5:  Playable  
  39. 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. 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. 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. 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. 43. RESULTS It increased the inquiry about 3 times. Bookings also increased from the time the campaign was launched.
  44. 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. 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. 46. A  successful  Digital  PR   •  People  will  search  for  you.   •  People  will  write  about  you.   •  People  will  share  you.  
  47. 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. 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. 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.  
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