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They Earnied (or Earned) It - And So Can You!
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They Earnied (or Earned) It - And So Can You!



The Earnies Winners Share Best Practices for Successful Earned Media Campaigns

The Earnies Winners Share Best Practices for Successful Earned Media Campaigns



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    They Earnied (or Earned) It - And So Can You! They Earnied (or Earned) It - And So Can You! Presentation Transcript

    • They Earnied (or Earned) It - And So Can You!The Earnies Winners Share Best Practices for Successful Earned Media Campaigns
    • Moderator Sarah Skerik Vice President, Social Media PR Newswire @sarahskerikFollow The Conversation on Twitter #PRNEDU
    • Hosts Deirdre Breakenridge CEO Pure Performance Communications @dbreakenridge Matt Johnston CMO, uTest @matjohnstonFollow The Conversation on Twitter #PRNEDU
    • PresentersJohn Avola, Social Media & Mobile Liaison, St. Jude Children’s Research HospitalWinner: The Earnies Grand Prix – ‘Hoops for St. Jude’ Jeff Barrett, Co-Founder, Status Creative Winner: Best Use of Video in Social Media – ‘The Grand Rapids LipDub’Lindsey Berking, Brand Partnerships Specialist, EsuranceWinner: Best Connection to Twitter, LinkedIn or Facebook Audience - ‘TrevorProject Charitable Campaign’ Anna Daugherty, “The Bugler,” M3 Motion Marketing & Media Winner: We Can’t Believe That Worked! – ‘Meet Michigan’ Keely Saye, Founder, KeelySaye.com on behalf of National Drowning Prevention Alliance Winner: Best Outcome Based on Listening/Monitoring/Measurement – ‘Leading the Conversation about Drowning Prevention’
    • HOOPS FOR ST. JUDE 2011 Earnies Grand Prix John Avola Social Media & Mobile, Liaison St. Jude Children’s Research Hospital Twitter: @JohnAvola
    • Overview: Hoops for St. JudeCampaign GoalPartner with members of the NBA familyto raise funds and build awareness forSt. Jude Children’s Research HospitalSocial Media Objectives1. Awareness & Engagement2. Drive traffic to hoopsforstjude.org
    • Hoops for St. Jude Connection
    • Strategy: Hoops for St. JudeSocial Media Strategy• Relevant, engaging content• Share patient stories, pictures and video• Partner pre-approved posts/tweets• Promote hashtag #Hoops4StJude• NBA Celebrity Twitterview with Kevin Love
    • Results: Hoops for St. Jude 7 PLAYERS, 1 COACH 32,000,000+ impressions 24,000+ interactions Ambassador SupportDylan and Kevin Love Pau Gasol visits St. Jude Dwight Howard: Video Referral traffic to hoopsforstjude.org 15,130 visits; Average: 1,900 per day Facebook Tab Total new subscribers: 2,675 Facebook/Twitter
    • Campaign Key LearningsContent Timing • Quality over quantity • Weekday Mornings • Fans are motivated by • Evenings hope and inspiration • Weekends - SaturdayHigh Engagement Tweets • Photos / Videos • Most tweets are • Fun & Exciting viewed on a mobile • New, fresh content device, be mindful of non-optimized links
    • jeff@statuscreative.com
    • Proprietary & Company Confidential May 11, 2012
    • Our brand & business philosophy Esurance & LGBT marketing The Trevor Project 18Proprietary & Company Confidential May 11, 2012
    • Facebook as platform $10 for every Facebook “Like” Goal: $50,000 in 2 months 19Proprietary & Company Confidential May 11, 2012
    • Exceeded goal in under 2 weeks 6500 + new fans Highest interaction rates since joining Facebook Social media buzz, celebrity supporters of The Trevor Project Contributions went towards digital community, advocacy, and educational programs to help create a safe, supportive, and positive environment for LGBTQ youth 20Proprietary & Company Confidential May 11, 2012
    • Proprietary & Company Confidential
    • 22Proprietary & Company Confidential May 11, 2012
    • Friday, July 8, 2011: a two-week social media road trip where M3 Tweeted, Facebooked and blogged from all 83 counties in MichiganSo what were our goals?
    • #MeetMichigan ObjectivesCheck out Michigan’s business climate (how isit really faring?)Understand how people view the state (is it asnegative as everyone thinks?)Promote tourism and positivity in MichiganShow how social media can have a positiveimpact on businesses and communities
    • #MeetMichigan StrategyFour members of M3’s Special PRops (short forPublic Relations opportunities) team, took turnsexploring and reporting on different legs of the trip.M3 met with business owners, community leadersand residents to get a better understanding of howpeople view the economic climate and gauge howsocial media affects their attitudes.
    • #MeetMichigan TacticsM3 Tweeted, Facebooked and blogged our way throughthe entire state, using blogs, photos and personalaccounts to tell the Michigan story.We also recorded dozens of hours of travel footage tocreate a “#MeetMichigan in Six Minutes” YouTube video sothe tour can live on.
    • #MeetMichigan OutcomesM3’s Klout score increased by 20 points, cementing@m3_group as experts on Michigan, Detroit and social media.M3’s Twitter account (@m3_ group) climbed from a globalranking of No. 16 million on Twitter to No. 10,000 in two weeks.M3’s Twitter account also ranked No. 832 in the entire nationfor Twitter’s popular Follow Friday (#FF) recommendations.M3’s website received 6,013 hits between June 21 and July11, 2011.M3 interacted with hundreds of people, as well as topMichigan brands such as Domino’s, La-Z-Boy and Ice MountainWater.
    • Learn More…Learn more about Motion Marketing & Media andwhat the Special PRops team can do for yourbusiness at www.m3group.biz or call 517.203.3333.
    • National Drowning Prevention Alliance 2011 Earnie for Best Outcome Based on Listening/Monitoring/Measurement
    • Campaign Strategy
    • Crawl• Inbound Marketing Strategy• Find. Follow. Listen. Engage.• Blogroll• Twitter lists• Facebook likes• YouTube subscriptions• Linkedin groups
    • Walk• Content Development• Microblog• Be down with OPC (Other People’s Content)• Retweet in Twitter• Tag in Facebook• Use Facebook as a page• Introduce conversion campaign
    • Run• Analyze Results • June – August 2011 • Organic (no advertising dollars spent)• Facebook • 140% increase in fans • 848 to 2,031• Twitter • 335% increase in followers • 100 to 435
    • Thank you.
    • Questions? @sarahskerik @dbreakenridge @matjohnston @johnavola @barrettall @esurance @m3_group @keelysaye Visit www.agilitycommunity.com and follow @AGILITYatwork for more information about The Earnies and upcoming programs from PR NewswireFollow The Conversation on Twitter #PRNEDU