This document discusses how traditional public relations methods are no longer sufficient on their own and must be amplified through social media and search. It outlines how people now find and consume information through search engines, social media platforms, and other digital means rather than just traditional broadcasts. It then provides recommendations for how PR messages can be optimized and amplified, including monitoring brands, identifying goals, choosing appropriate social platforms, using keywords, tracking efforts, sending optimized messages, and measuring results. Examples of case studies that utilized these techniques successfully are also presented.

1. Traditional Isn’t Enough:
Amplifying Your PR Messages with Social and Search

2. Thomas Lee
Partner
617-986-0223
tlee@451marketing.com
linkedin.com/in/tomlee451
@TomLee451
www.451Marketing.com

3. The Way We Find and Consume
Information Has Evolved

4. Broadcast

6. Broadcast Dialogue

8. Search engines are increasingly important
Worldwide, 88,000,000,000 searches
are conducted on Google per month.
34,000 Per Second
2,000,000 Per Minute
121,000,000 Per Hour
3,000,000,000 Per Day

9. 33% of US consumers spend at least
3 hours online every day.
Source: The Media Audit (10/11)

10. And, of that time….
…1 in 8 minutes on Facebook
(Qualmann, Socialnomics, 2010)

11. January 15, 2009

14. >50%
of people have learned about breaking news via
social media rather than an official news source

15. 46%
of people get their news online
at least 3X a week

16. R.I.P.
PUBLIC
RELATIONS

17. 60%
29% 28% 19%
While social media is now a top news
source, traditional outlets still dominate

18. Public Social Search
+ +
Relations Media

19. How Do You Amplify Your Public
Relations Messages?

20. 1. Monitor Your Brand

22. Also monitor…
Industry
Competitors
News
#TrendingTopics

23. 2. Identify Brand Goals

24. What products are you trying to promote?
What are your marketing and
Ask Yourself: How achieve?
sales teams trying to can public
What part of your business
relations support and
are you trying to grow?
enhance these efforts?
Who is your target audience and market?
What messages are important to your
company and senior management?

25. Develop a Strategic PR Plan…
1. Develop key messaging
2. Build targeted media list based on
your audience
3. Establish a plan of attack
• Events
• Promotional campaigns
• Wire Releases
4. Identify internal thought leaders to
pitch as sources
…to Achieve Brand Goals

26. 3. Choose Your Social Platforms

27. Social Media …
Makes Everyone
Offers Immediacy
a ‘Reporter’
Makes News and Disseminates
Messages Mobile Messages Quickly

28. But…
Based on your audience and
messages, different platforms
may be appropriate

29. 140 Million Users
340 Million Tweets Per Day
Who uses Twitter?
Other
54.6%
18-29
45.5% 31-49 41.5%
42.3%

30. Use Twitter to:
• Share updates about
brand, products, personalities, events
• Find industry influencers
• Monitor brand sentiment
• Build relationships with media
• Link back to online properties
• Leverage trending topics with #hashtags
• Respond to online and offline crises

31. 900 Million Users
Average user has 130 friends
Average visit lasts 23 minutes
46% of users are over the age of 45
57% of Facebook users are female

32. Use Facebook to:
• Post content including blog
posts, photos, video, and other and updates
about brand, products, events
• Stay connected and interact with existing
customers
• Built in focus group
• Link back to online properties

33. >150 Million Members
(a new member joins every second)
>880,000 groups
42%
43 years old/
$107,000 annual income 58%

34. Use LinkedIn to:
• Post content to demonstrate knowledge
within an industry or field
• Interact with group members to build
relationships and demonstrate expertise
• Sales tool
• Talent acquisition
• Link back to online properties

35. Hosts >77 Million Blogs
Companies With a
57% 70% 55%
have acquired a more leads more web traffic
customer through
their blog

36. Goals for Using a Blog (Like WordPress):
• Central hub for thought leadership and brand
voice development
• Increase traffic to Website, online visibility
• Establish company representatives as thought
leaders and expert sources
• Show personality

37. And Don’t Forget To Follow
Your Company’s

38. 4. Use Your Keywords and Phrases

39. Use Your SEO Keywords
in Messaging

40. 5. Put Tracking Measures in Place

41. 5. Put Tracking Measures in Place

42. 6. Send Out Optimized Messages
Goal-Focused Messaging
Keywords and Phrases
Social Media Best Practices
+ Tracking
Optimized Digital Messaging

43. 6. Send Out Optimized Messages
Press Releases Social Media Messages

44. BBJ Pacesetters

45. 7. Measure Results
…and Adapt

46. In Review
1. Monitor your brand
2. Identify brand goals
3. Choose appropriate platforms
4. Use search keywords
5. Track
6. Send optimized messages
7. Measure and adapt

47. Case Study: Dancing Deer Baking Co.

48. Case Study: Dancing Deer Baking Co.
Goals:
• Increase brand awareness in time for their busy holiday
season (Thanksgiving-New Years) – in late October
Approach:
• Targeted bloggers and other influencers who were
relevant to target demographic using online
product review and giveaway program
• Invited a select group for an on-site tour of factory
in full production mode
• Associated brand with annual “Social Strategists to
Watch” list - honorees received a surprise
congratulatory gift from Dancing Deer
• Used branded keywords throughout

49. Case Study: Dancing Deer Baking Co.
5 million+ page views in 10 days
17,000+ contest entries
Facebook fans +20%
5,000+ unique visitors to DancingDeer.com $175,000+
in less than 2 months!
+2.5 million Twitter impressions
81 Targeted Blogs  national coverage
including USA Today, “Wake Up With Al,” Fox
Business, “Daily Candy,” Forbes

50. Case Study: International Healthcare Publishing

51. Case Study: International Healthcare Publishing
Goals:
• Increase online sales and create buzz for a specialty publication for nurses
• Increase dialogue around and awareness of the publication using
Facebook as a fan gate and alternative point of purchase
Approach:
• PR – identify and pitch key influencers in online
nursing community
• Search – Facebook ads and PPC to promote
Facebook page
• Social – created Facebook POS and executed
engagement tactics – quizzes, contests, polls

52. Case Study: International Healthcare Publishing
13,265% 12,278,000
increase in Facebook likes impressions on Facebook in one week
in first week
Through blogger outreach and search optimized
releases, the team was able to secure coverage
for the client in industry blogs viewed regularly
by the target community.

53. Case Study: The Yankee Candle Company

54. Case Study: The Yankee Candle Company
Goals:
Goal was to raise national awareness around “Stars and Stripes”
patriotic line among key demographics by leveraging the Memorial Day
holiday weekend
Challenges:
451 Marketing identified an ideal partner in Tory Johnson, a
regular guest on “Good Morning America.” There were several
challenges presented with this opportunity:
1. Deal must offer significant discount
2. Short lead time
3. Large amount of uncertainty surrounding whether
feature would air
*Traditionally, Tory Johnson deal segments on GMA had
yielded between 900 and 1,500 transactions per deal*

55. Case Study: The Yankee Candle Company
Approach:
• 3 large candles for $30 – nearly 60% discount
• Deal to run for five
• Focus on USA manufacture of Yankee Candles
• Multi-channel approach utilizing social media and traditional
tactics

56. Case Study: The Yankee Candle Company
Results:
Segment viewership: 4,243,869
Ad value: $658,000
>1.7 million Twitter impressions
> 600,000 Facebook impressions
More than 9,000 transactions
6,000 transactions in stores
33% first time customers

57. Questions?

59. – Founded in 2004
– Based in Boston
– 30 Communications Professionals
– Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
– Named a 2011

60. Thomas Lee
Partner
617-986-0223
tlee@451marketing.com
linkedin.com/in/tomlee451
@TomLee451
www.451Marketing.com