Amplify Your Brand UsingSocial Media & Public Relations
THE WAY WE COMMUNICATEAND DO BUSINESS is changing
THE INTERNET HAS CHANGED THEWAY WE find, share, shop, & connect
WHO we trustof people trust peer recommendations      Only   14% trust advertisements                                (Qual...
HOW we spend time online (Qualmann, Socialnomics, 2010)
HOW we marketof marketers use social media for business                                (Qualmann, Socialnomics, 2010)
How can I leverage   this in my publicrelations campaigns?
1. Listen
WHAT are people saying about yourbrand or product/services?WHERE are people discussing yourbrand or products/services?WHO ...
AJ Gerritson
451 Marketing
Also monitor…Industry       CompetitorsNews     #TrendingTopics
2. Find your target audience online
… and target media                and relevant media
3. Understand tools
4. Identify key influencers
How is influence determined?
5. Define your voice
Depending on your industry, your voice cantake on different tone…   Conversational/Casual   News Source/Formal
6. Create and ShareDefine Content Topics   Schedule   Share!  & Create Content
2,000 blog visitors per month1st page search results for top 20 keywords8,000+ site visitors per month - 2x more 15-30 lea...
7. Measure and Maintain               Measure       Track             Plan               Execute
Yankee CandleCase Study
About The Yankee Candle Company, Inc.• Leading designer, manufacturer, wholesaler, and retailer of premium scented  candle...
Overview• Releasing a new limited-time collection, the Stars and Stripes patriotic line• Needed to raise national awarenes...
Overview• 451 Marketing identified an ideal partner in Tory Johnson, CEO of Women for Hire  and author who appears regular...
Challenge 1:Deal must offer significant discount
Challenge 2:Short lead time to prepare for feature
Challenge 3:Large amount of uncertainty surroundingwhether feature would air
Approach• 3 large jar candles from collection for $30 – nearly 60% discount.• Deal to run for five days – from the Thursda...
Broadcast ResultsSegment Viewership: 4,243,869
Broadcast Results  Ad Value: $658,000
Facebook Results               Tory Johnson        12,933 Fans           Good Morning America   276,231 Fans             Y...
Twitter Results    @TheYankeeCandle       3,449 Followers      @ToryJohnson        23,147 Followers         @GMA          ...
Deal Site Attention                           Visitors/Month             CouponCabin       1.2 million              DealNe...
Drove 15,000 Visitsto YankeeCandle.com
>6,000 Transactions in Stores
“I just had a customer come in looking for the 3for $30 deal. She ended up with 12 jars - weonly have 8 God Bless America ...
“Just wanted to let you know that  SALES ARE ON FIRE already this morningafter the GMA segment. Phones are ringingoff the ...
>9,000 Transactions>27,000 Candles Sold33% New Customers
Dancing Deer Baking Co.Case Study
Contest Results• 5 million+ page views in 10 days• 17,000+ entries• Facebook fans increased 20%• 5,000+ unique visitors to...
This resulted in a maximum reach of 2.5+      million impressions on twitter!
Holiday Social Campaign                  Followers 3,434                  Followers 23,896                  Followers 25,7...
81 Targeted Blogs
$175,000+  2 months!
Take-Aways1.Listen to Online Conversation2.Find Target Audience/Media3.Understand Tools4.Identify Influencers5.Define Your...
– Founded in 2004– Based in Boston– 30 Communications Professionals– Partners Nicholas Lowe,  AJ Gerritson, and Tom Lee– N...
AJ GerritsonFounding Partner     617.986.0224     aj@451marketing.com     linkedin.com/in/ajgerritson     @ajgerritsonwww....
Questions?
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
Boston Chamber Amplify Brand with Social & PR 02.01.12
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Boston Chamber Amplify Brand with Social & PR 02.01.12

  1. 1. Amplify Your Brand UsingSocial Media & Public Relations
  2. 2. THE WAY WE COMMUNICATEAND DO BUSINESS is changing
  3. 3. THE INTERNET HAS CHANGED THEWAY WE find, share, shop, & connect
  4. 4. WHO we trustof people trust peer recommendations Only 14% trust advertisements (Qualmann, Socialnomics, 2010)
  5. 5. HOW we spend time online (Qualmann, Socialnomics, 2010)
  6. 6. HOW we marketof marketers use social media for business (Qualmann, Socialnomics, 2010)
  7. 7. How can I leverage this in my publicrelations campaigns?
  8. 8. 1. Listen
  9. 9. WHAT are people saying about yourbrand or product/services?WHERE are people discussing yourbrand or products/services?WHO is discussing your brand online?
  10. 10. AJ Gerritson
  11. 11. 451 Marketing
  12. 12. Also monitor…Industry CompetitorsNews #TrendingTopics
  13. 13. 2. Find your target audience online
  14. 14. … and target media and relevant media
  15. 15. 3. Understand tools
  16. 16. 4. Identify key influencers
  17. 17. How is influence determined?
  18. 18. 5. Define your voice
  19. 19. Depending on your industry, your voice cantake on different tone… Conversational/Casual News Source/Formal
  20. 20. 6. Create and ShareDefine Content Topics Schedule Share! & Create Content
  21. 21. 2,000 blog visitors per month1st page search results for top 20 keywords8,000+ site visitors per month - 2x more 15-30 leads from website a month >$2 million in 2 months
  22. 22. 7. Measure and Maintain Measure Track Plan Execute
  23. 23. Yankee CandleCase Study
  24. 24. About The Yankee Candle Company, Inc.• Leading designer, manufacturer, wholesaler, and retailer of premium scented candles• More than 500+ locations and 25,000+ retailers in 48 countries
  25. 25. Overview• Releasing a new limited-time collection, the Stars and Stripes patriotic line• Needed to raise national awareness among The Yankee Candle demographic in time for the Memorial Day holiday weekend
  26. 26. Overview• 451 Marketing identified an ideal partner in Tory Johnson, CEO of Women for Hire and author who appears regularly on ABC’s Good Morning America as its workplace contributor• Tory was seeking out brands to feature on Memorial Day Deals segment
  27. 27. Challenge 1:Deal must offer significant discount
  28. 28. Challenge 2:Short lead time to prepare for feature
  29. 29. Challenge 3:Large amount of uncertainty surroundingwhether feature would air
  30. 30. Approach• 3 large jar candles from collection for $30 – nearly 60% discount.• Deal to run for five days – from the Thursday of the feature through to midnight Monday (Memorial Day).• Emphasis on the fact that The Yankee Candle Company manufactures its candles in the USA, another key selling point for the patriotic themed feature.
  31. 31. Broadcast ResultsSegment Viewership: 4,243,869
  32. 32. Broadcast Results Ad Value: $658,000
  33. 33. Facebook Results Tory Johnson 12,933 Fans Good Morning America 276,231 Fans Yankee Candle Co. 346,044 Fans
  34. 34. Twitter Results @TheYankeeCandle 3,449 Followers @ToryJohnson 23,147 Followers @GMA 1,720,975 Followers Total 1,767,571 Impressions
  35. 35. Deal Site Attention Visitors/Month CouponCabin 1.2 million DealNews 1.3 million SlickDeals 4.2 million RetailMeNot 4.4 million
  36. 36. Drove 15,000 Visitsto YankeeCandle.com
  37. 37. >6,000 Transactions in Stores
  38. 38. “I just had a customer come in looking for the 3for $30 deal. She ended up with 12 jars - weonly have 8 God Bless America jars left!! As Ityped this, the customer came back- her friendwanted 3. As I was helping her to the door, herother friend called and wanted 6.A great deal this customer just had to passalong to everyone she knew!” -Yankee Candle Retail Employee
  39. 39. “Just wanted to let you know that SALES ARE ON FIRE already this morningafter the GMA segment. Phones are ringingoff the hook, customers are pouring throughour doors, calling their friends, bringing their friends with them!!!! It’s simply lovely!!!” -Yankee Candle Retail Employee
  40. 40. >9,000 Transactions>27,000 Candles Sold33% New Customers
  41. 41. Dancing Deer Baking Co.Case Study
  42. 42. Contest Results• 5 million+ page views in 10 days• 17,000+ entries• Facebook fans increased 20%• 5,000+ unique visitors to DancingDeer.com
  43. 43. This resulted in a maximum reach of 2.5+ million impressions on twitter!
  44. 44. Holiday Social Campaign Followers 3,434 Followers 23,896 Followers 25,780 Followers 2,409 Followers 34,928 Followers 17,051 Followers 48,652 Followers 15,117
  45. 45. 81 Targeted Blogs
  46. 46. $175,000+ 2 months!
  47. 47. Take-Aways1.Listen to Online Conversation2.Find Target Audience/Media3.Understand Tools4.Identify Influencers5.Define Your Voice6.Create & Share7.Measure & Maintain
  48. 48. – Founded in 2004– Based in Boston– 30 Communications Professionals– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee– Named a 2011
  49. 49. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
  50. 50. Questions?

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