In a land not too far away, two intrepid marketeers; one from the world of public relations and another from the world of social media, got together to explain how cross-platform campaigns were the way forward for brands that are looking to take their consumer engagement to the next level.
Andy Barr, Head Yeti at 10 Yetis PR Agency, and Iona St Joseph, Account Manager at A Social Media Agency, combine forces to talk about cross platform campaigns involving PR, social media and online video, with a sprinkling of SEO knowledge.
Using examples of campaigns that we have worked on, from Wish.co.uk to Confused.com, as well as case studies of how brands such as Cadbury and LateRooms are using Google+, this slideshare is about how you can use PR, social media and video together in order to maximise your campaigns.
If you want to get in touch with any questions, or just to compliment us on the wonderful use of pictures in our slides, then you can.
Andy Barr - 10 Yetis
andy@10yetis.co.uk
@10Yetis on Twitter
01452 348 211
www.10yetis.co.uk
Iona St Joseph - A Social Media Agency
iona@10yetis.co.uk
@ionastjoseph on Twitter
01452 348 211
www.asocialmediaagency.com
Communication review - "Share a coke 2014" - Coca colaMuối Tiêu Chanh
The document summarizes Coca-Cola Vietnam's "Share a Coke 2014" campaign. The campaign aimed to increase Coke consumption among teens and young adults by personalizing bottles with popular Vietnamese names. It utilized multiple channels, including TV, print, online, and events, to encourage sharing Coke and fostering connections. The strategy created excitement and viral engagement. Evaluation found the campaign successfully made Coke a part of sharing good times and listening to consumers. It was one of the top social media topics and significantly grew the Coke Facebook page.
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
In this slideshow, we see how Hallmark succeeded in reinforcing their forgotten brand. They created a campaign "Writers On Tour" which allowed Hallmark employees to engage with their communities. The outcome of the campaign was successful for both employees and customers of Hallmark.
Pokemon GO & Marketing Part 2 of 4. In this section there's information about what to do before you decide to market your brand using Pokemon GO to local marketing information.
- The document discusses Coca-Cola's campaign in Australia, where 50% of teenagers had never tasted Coke and sales were decreasing.
- The campaign's objective was to increase Coke consumption by attracting and connecting with young people.
- The strategy involved asking people to "Share a Coke" with someone important to them by having names printed on bottles. Social media was used to promote sharing Coke and leaving messages.
This document provides a timeline and overview of Narendra Modi's personal history and political career. It discusses his background growing up in Gujarat and early involvement in student organizations. It then outlines the need for an image makeover after the 2002 Godhra riots, to portray himself as caring about Muslims and as an exemplary leader. The marketing and PR campaign involved 3 parallel campaigns to connect with youth, change his 2002 image, and make him a national brand. The online portion of the campaign started in 2005 and grew his social media presence significantly. By 2013 he was nominated as the BJP's prime minister candidate. The 3-year image campaign was successful in making his popularity inevitable and getting him selected as India's prime minister in
Communication review - "Share a coke 2014" - Coca colaMuối Tiêu Chanh
The document summarizes Coca-Cola Vietnam's "Share a Coke 2014" campaign. The campaign aimed to increase Coke consumption among teens and young adults by personalizing bottles with popular Vietnamese names. It utilized multiple channels, including TV, print, online, and events, to encourage sharing Coke and fostering connections. The strategy created excitement and viral engagement. Evaluation found the campaign successfully made Coke a part of sharing good times and listening to consumers. It was one of the top social media topics and significantly grew the Coke Facebook page.
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
In this slideshow, we see how Hallmark succeeded in reinforcing their forgotten brand. They created a campaign "Writers On Tour" which allowed Hallmark employees to engage with their communities. The outcome of the campaign was successful for both employees and customers of Hallmark.
Pokemon GO & Marketing Part 2 of 4. In this section there's information about what to do before you decide to market your brand using Pokemon GO to local marketing information.
- The document discusses Coca-Cola's campaign in Australia, where 50% of teenagers had never tasted Coke and sales were decreasing.
- The campaign's objective was to increase Coke consumption by attracting and connecting with young people.
- The strategy involved asking people to "Share a Coke" with someone important to them by having names printed on bottles. Social media was used to promote sharing Coke and leaving messages.
This document provides a timeline and overview of Narendra Modi's personal history and political career. It discusses his background growing up in Gujarat and early involvement in student organizations. It then outlines the need for an image makeover after the 2002 Godhra riots, to portray himself as caring about Muslims and as an exemplary leader. The marketing and PR campaign involved 3 parallel campaigns to connect with youth, change his 2002 image, and make him a national brand. The online portion of the campaign started in 2005 and grew his social media presence significantly. By 2013 he was nominated as the BJP's prime minister candidate. The 3-year image campaign was successful in making his popularity inevitable and getting him selected as India's prime minister in
Building a PR campaign: two case studiesBeth Carroll
Threepipe is an award-winning PR and social media agency that has grown to 25 employees since launching in 2004. They develop integrated campaigns for consumer, sports, lifestyle and corporate clients. Their tactics include creative competitions, partnerships with celebrities and charities, and leveraging events for media coverage. They summarize a bullying prevention campaign for Vodafone that engaged teenagers through a Joseph and the Amazing Technicolor Dreamcoat design competition and raised over £25,000.
Coca-Cola launched a campaign in the Philippines called "The Happiest Thank You" in 2014. They printed 250 popular Philippine names on Coke bottles to personalize the drinking experience and encourage sharing. The campaign was a success, driving a 7% increase in consumption and generating over 125,000 positive social media posts. The lessons learned were that personalizing the brand through names increased sincerity and camaraderie between customers.
This document discusses the RACE framework for public relations planning. It covers researching to understand audiences, developing an action plan with objectives and strategies, crafting communications, and evaluating effectiveness. Research is the most important initial element and involves understanding problems, audiences and gathering secondary and primary data through various methods like surveys. An action plan should set goals, identify audiences and determine strategies and tactics. Communication aims to effectively convey messages to specific publics. Evaluation measures success in achieving objectives and shows impact.
The "Do Us A Flavor" campaign by Lay's allows customers to submit and vote on new potato chip flavors. In 2012, the winning flavor was BLT, and in 2013 it was Cheesy Garlic Bread. This year's campaign encourages submissions between January 13th and April 5th, and voting on finalists will take place from July 28th to October 18th. The goal is to generate customer engagement while gathering feedback on favorite flavors. Past campaigns saw increased sales and social media attention, demonstrating the success of allowing customer input in new product development.
Vodafone launched its "Zoozoos" advertising campaign in 2008 during the second season of the Indian Premier League to promote its value-added services. The campaign featured animated characters called Zoozoos that represented common people. It was a low-cost viral campaign that helped increase Vodafone's customer base and revenue. While successful, some aspects could have been improved, such as making the messages easier for rural audiences to understand and avoiding promoting too many products at once. Overall, the Zoozoos campaign showed that a simple, relatable concept could be an effective advertising strategy.
The campaign was launched to help Adidas gain market share in the US and reenergize its brand by positioning itself as the most inspirational sports brand. It featured stories from 22 athletes sharing their struggles and successes to inspire viewers. The $50 million multi-channel campaign was successful in communicating its message that nothing is impossible and helped boost Adidas' brand perception.
A PR campaign is a strategic series of messages sent over a discrete period of time to target audiences in response to an organizational situation. The goals and techniques of public relations are applied systematically through appropriate media mixes to accomplish corporate objectives like informing, persuading, and mobilizing public opinion. Key differences between advertising and PR campaigns are that advertising directly promotes sales while PR campaigns aim to create a favorable environment for services, products, or ideas.
This document summarizes Lay's marketing campaign in Pakistan to address concerns that the product contained pork fat. [1] Lay's conducted research and worked with certification organizations to prove the product is halal. [2] The campaign used TV, radio, and online ads featuring Junaid Jamshed to clarify the issue and reassure consumers. [3] Evaluation found the campaign successfully increased sales and restored consumer faith in the brand.
- PepsiCo was formed in 1965 through the merger of Frito-Lay and Pepsi-Cola. It owns popular snack and beverage brands like Lay's, Pepsi, Mountain Dew, and Cheetos.
- Lay's began in 1932 when Herman Lay opened a snack shop. It merged with Pepsi-Cola in 1965 to form PepsiCo. Lay's uses cost-based pricing and promotes through advertising and sales promotions.
- A SWOT analysis finds Lay's strengths are its brand image, satisfaction levels, and distribution worldwide, while weaknesses include low supply in remote areas and rumors about ingredients. Opportunities exist in rural markets and new flavors, while threats include competitors and substitutes.
The document provides an overview of Samsung's history and operations in India. It details Samsung's entry into the Indian market in 1995 and its subsequent expansion, including establishing manufacturing facilities and R&D centers. It also outlines Samsung's product portfolio, core values and vision, and some of its key achievements in India such as becoming the largest mobile brand and a leader in product categories like LED TVs and refrigerators.
Welcome to the next edition of our Snapshot Report.
This time, we looked closer into the phenomenon of Pokémon Go.
This report seeks to identify the variety of factors that go into Pokémon Go’s massive success. Understanding the logics behind this global phenomenon is key to determining whether or not this success can be replicated, and if so, at what opportunity cost.
8 Places You're Guaranteed to Find Great Content to TweetHubSpot
This presentation is a modified excerpt from our guide on How to Get 1,000+ Followers on Twitter, which comes with a printable tip sheet. You can download it here: http://hub.am/Jp5Dnk
ABOUT:
Your greatest leverage for growing your followers is to tweet around the clock. When it comes to Twitter, it matters less where the content you tweet came from and more that it’s plentiful, entertaining, educational, or otherwise valuable to your existing and future followers. This is where content curation comes in.
This presentation talks about how to master curation like marketer and entrepreneur, Guy Kawasaki, by regularly tapping into eight digital destinations for fantastic content to tweet.
What the modern press release should look like - Meltwater #OutsideInsight10 Yetis Digital
A talk that Andy Barr of 10 Yetis digital delivered at a Meltwater Breakfast Briefing on what the modern press release should look like.
Delivered on 10th October 2018 at Courthouse Hotel in Shoreditch. The talk features tips on the modern day press release as well as general tips on how to increase the chance of your press release email pitch being opened.
The tools needed by the modern day public relations professional10 Yetis Digital
This document outlines a 10-piece toolkit for modern public relations (PR) professionals, including owning social media accounts like Facebook pages and high profile Twitter and Buzzfeed accounts, having skills with analytics and content creation tools like Google Analytics, Photoshop, and Final Cut Pro, and being part of a wider group that helps seed and spread content online through influencers and tools like Buzzsumo.
Get the most from your Twitter Ad campaigns - The Twitter Ads Playbook10 Yetis Digital
http://www.10Yetis.co.uk
The Twitter Ads Playbook (with silly images)
I was recently asked to go and give a Janet and John style guide to using Twitter ads, for beginners, to a PR Week Top 50 UK PR Agency.
This is a really simple guide to our experiences so far. We have now run hundreds of Twitter ad campaigns for clients.
If you are looking to run Twitter Ad campaigns for things such as:
Growing a Newsletter Database
Promoting piece of content (helping it "go viral"*)
Promoting a job
Getting sales leads
Content Outreach
Crea
Then this really simple guide will help.
It is all the things you will already know, but written down in one easy place.
The key thing, go and see if you can beat my best Twitter Ad engagement rate of 19%. I am sure you can :-)
*Terrible term
How to get the best out of your SEO using Effective PR and Content Marketing10 Yetis Digital
This document discusses a partnership between Bronco and 10Yetis for SEO, PR, and content marketing services. It outlines how the companies work together respectfully by playing to their strengths and maintaining high communication. Examples of good content include thought leadership pieces and engaging articles that are data-driven, thorough, and provoke thought. The future of content marketing is expected to include more strategic, multi-platform partnerships that produce "bigger" content.
Global Journalist Research - what they love and loathe around the world10 Yetis Digital
1) A co-founder of 10 Yetis summarized the results of a survey of over 2,600 journalists from the UK, France, Germany, and USA on their likes, loves, and loathes regarding their work.
2) Key findings included that UK and German journalists have the highest daily workloads, press releases remain an important story source, and social media's influence is exaggerated. Attitudes towards tools like Twitter and Wikipedia varied by country.
3) Common journalist frustrations included harassment from PRs, poorly written press releases, and lack of conciseness. The presentation concluded with recommendations for PR best practices based on the survey results.
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Building a PR campaign: two case studiesBeth Carroll
Threepipe is an award-winning PR and social media agency that has grown to 25 employees since launching in 2004. They develop integrated campaigns for consumer, sports, lifestyle and corporate clients. Their tactics include creative competitions, partnerships with celebrities and charities, and leveraging events for media coverage. They summarize a bullying prevention campaign for Vodafone that engaged teenagers through a Joseph and the Amazing Technicolor Dreamcoat design competition and raised over £25,000.
Coca-Cola launched a campaign in the Philippines called "The Happiest Thank You" in 2014. They printed 250 popular Philippine names on Coke bottles to personalize the drinking experience and encourage sharing. The campaign was a success, driving a 7% increase in consumption and generating over 125,000 positive social media posts. The lessons learned were that personalizing the brand through names increased sincerity and camaraderie between customers.
This document discusses the RACE framework for public relations planning. It covers researching to understand audiences, developing an action plan with objectives and strategies, crafting communications, and evaluating effectiveness. Research is the most important initial element and involves understanding problems, audiences and gathering secondary and primary data through various methods like surveys. An action plan should set goals, identify audiences and determine strategies and tactics. Communication aims to effectively convey messages to specific publics. Evaluation measures success in achieving objectives and shows impact.
The "Do Us A Flavor" campaign by Lay's allows customers to submit and vote on new potato chip flavors. In 2012, the winning flavor was BLT, and in 2013 it was Cheesy Garlic Bread. This year's campaign encourages submissions between January 13th and April 5th, and voting on finalists will take place from July 28th to October 18th. The goal is to generate customer engagement while gathering feedback on favorite flavors. Past campaigns saw increased sales and social media attention, demonstrating the success of allowing customer input in new product development.
Vodafone launched its "Zoozoos" advertising campaign in 2008 during the second season of the Indian Premier League to promote its value-added services. The campaign featured animated characters called Zoozoos that represented common people. It was a low-cost viral campaign that helped increase Vodafone's customer base and revenue. While successful, some aspects could have been improved, such as making the messages easier for rural audiences to understand and avoiding promoting too many products at once. Overall, the Zoozoos campaign showed that a simple, relatable concept could be an effective advertising strategy.
The campaign was launched to help Adidas gain market share in the US and reenergize its brand by positioning itself as the most inspirational sports brand. It featured stories from 22 athletes sharing their struggles and successes to inspire viewers. The $50 million multi-channel campaign was successful in communicating its message that nothing is impossible and helped boost Adidas' brand perception.
A PR campaign is a strategic series of messages sent over a discrete period of time to target audiences in response to an organizational situation. The goals and techniques of public relations are applied systematically through appropriate media mixes to accomplish corporate objectives like informing, persuading, and mobilizing public opinion. Key differences between advertising and PR campaigns are that advertising directly promotes sales while PR campaigns aim to create a favorable environment for services, products, or ideas.
This document summarizes Lay's marketing campaign in Pakistan to address concerns that the product contained pork fat. [1] Lay's conducted research and worked with certification organizations to prove the product is halal. [2] The campaign used TV, radio, and online ads featuring Junaid Jamshed to clarify the issue and reassure consumers. [3] Evaluation found the campaign successfully increased sales and restored consumer faith in the brand.
- PepsiCo was formed in 1965 through the merger of Frito-Lay and Pepsi-Cola. It owns popular snack and beverage brands like Lay's, Pepsi, Mountain Dew, and Cheetos.
- Lay's began in 1932 when Herman Lay opened a snack shop. It merged with Pepsi-Cola in 1965 to form PepsiCo. Lay's uses cost-based pricing and promotes through advertising and sales promotions.
- A SWOT analysis finds Lay's strengths are its brand image, satisfaction levels, and distribution worldwide, while weaknesses include low supply in remote areas and rumors about ingredients. Opportunities exist in rural markets and new flavors, while threats include competitors and substitutes.
The document provides an overview of Samsung's history and operations in India. It details Samsung's entry into the Indian market in 1995 and its subsequent expansion, including establishing manufacturing facilities and R&D centers. It also outlines Samsung's product portfolio, core values and vision, and some of its key achievements in India such as becoming the largest mobile brand and a leader in product categories like LED TVs and refrigerators.
Welcome to the next edition of our Snapshot Report.
This time, we looked closer into the phenomenon of Pokémon Go.
This report seeks to identify the variety of factors that go into Pokémon Go’s massive success. Understanding the logics behind this global phenomenon is key to determining whether or not this success can be replicated, and if so, at what opportunity cost.
8 Places You're Guaranteed to Find Great Content to TweetHubSpot
This presentation is a modified excerpt from our guide on How to Get 1,000+ Followers on Twitter, which comes with a printable tip sheet. You can download it here: http://hub.am/Jp5Dnk
ABOUT:
Your greatest leverage for growing your followers is to tweet around the clock. When it comes to Twitter, it matters less where the content you tweet came from and more that it’s plentiful, entertaining, educational, or otherwise valuable to your existing and future followers. This is where content curation comes in.
This presentation talks about how to master curation like marketer and entrepreneur, Guy Kawasaki, by regularly tapping into eight digital destinations for fantastic content to tweet.
What the modern press release should look like - Meltwater #OutsideInsight10 Yetis Digital
A talk that Andy Barr of 10 Yetis digital delivered at a Meltwater Breakfast Briefing on what the modern press release should look like.
Delivered on 10th October 2018 at Courthouse Hotel in Shoreditch. The talk features tips on the modern day press release as well as general tips on how to increase the chance of your press release email pitch being opened.
The tools needed by the modern day public relations professional10 Yetis Digital
This document outlines a 10-piece toolkit for modern public relations (PR) professionals, including owning social media accounts like Facebook pages and high profile Twitter and Buzzfeed accounts, having skills with analytics and content creation tools like Google Analytics, Photoshop, and Final Cut Pro, and being part of a wider group that helps seed and spread content online through influencers and tools like Buzzsumo.
Get the most from your Twitter Ad campaigns - The Twitter Ads Playbook10 Yetis Digital
http://www.10Yetis.co.uk
The Twitter Ads Playbook (with silly images)
I was recently asked to go and give a Janet and John style guide to using Twitter ads, for beginners, to a PR Week Top 50 UK PR Agency.
This is a really simple guide to our experiences so far. We have now run hundreds of Twitter ad campaigns for clients.
If you are looking to run Twitter Ad campaigns for things such as:
Growing a Newsletter Database
Promoting piece of content (helping it "go viral"*)
Promoting a job
Getting sales leads
Content Outreach
Crea
Then this really simple guide will help.
It is all the things you will already know, but written down in one easy place.
The key thing, go and see if you can beat my best Twitter Ad engagement rate of 19%. I am sure you can :-)
*Terrible term
How to get the best out of your SEO using Effective PR and Content Marketing10 Yetis Digital
This document discusses a partnership between Bronco and 10Yetis for SEO, PR, and content marketing services. It outlines how the companies work together respectfully by playing to their strengths and maintaining high communication. Examples of good content include thought leadership pieces and engaging articles that are data-driven, thorough, and provoke thought. The future of content marketing is expected to include more strategic, multi-platform partnerships that produce "bigger" content.
Global Journalist Research - what they love and loathe around the world10 Yetis Digital
1) A co-founder of 10 Yetis summarized the results of a survey of over 2,600 journalists from the UK, France, Germany, and USA on their likes, loves, and loathes regarding their work.
2) Key findings included that UK and German journalists have the highest daily workloads, press releases remain an important story source, and social media's influence is exaggerated. Attitudes towards tools like Twitter and Wikipedia varied by country.
3) Common journalist frustrations included harassment from PRs, poorly written press releases, and lack of conciseness. The presentation concluded with recommendations for PR best practices based on the survey results.
DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KALYAN FIX JO...essorprof62
DPBOSS NET SPBOSS SATTA MATKA RESULT KALYAN MATKA GUESSING FREE KALYAN FIX JODI ANK LEAK FIX GAME BY DP BOSS MATKA SATTA NUMBER TODAY LUCKY NUMBER FREE TIPS ...
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During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
Tired of chasing down expiring contracts and drowning in paperwork? Mastering contract management can significantly enhance your business efficiency and productivity. This guide unveils expert secrets to streamline your contract management process. Learn how to save time, minimize risk, and achieve effortless contract management.
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Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
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NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
Enhancing Adoption of AI in Agri-food: IntroductionCor Verdouw
Introduction to the Panel on: Pathways and Challenges: AI-Driven Technology in Agri-Food, AI4Food, University of Guelph
“Enhancing Adoption of AI in Agri-food: a Path Forward”, 18 June 2024
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2. #A4UEXPO
Today‟s Sermon
- Why and how campaigns
have changed
- The move to new style
campaigns
- Why these campaigns work
- Wider benefits of campaigns
- 10 tips to take away and
apply
3. #A4UEXPO
Old School PR
- Circus heritage –
hasn‟tchanged much!
- Historically very press
release driven
- SEO was just an afterthought
- Influencers- limited to
journalists
- Very beery!
- Fear of social/SEOpeople
“taking” PR budgets
4. #A4UEXPO
PR Brand Building
Gone Full Circle
- 7 years ago = Clients wanted
profile & thought leadership
- Then came Google
- Clients wanted authority links
from PR campaigns
- Panda + Penguin = brand
signals
- Clients back looking for
profile & thought leadership
- PRs have had to widen their
knowledge base to compete
in this modern world
- Socially switched on, SEO
savvy
5. #A4UEXPO
Getting It On…
- PRs had to evolve as the job
has evolved
- Need to have social media
partnerships
- Need to have video
capabilities
- Need to be digitally savvy-
knowledge of SEO and
presence on social media
sites.
6. #A4UEXPO
Modern PR Toolkit
- Media database
- Twitter lists
- Smartphone
- Photoshop
- Final Cut Pro (orsimilar)
- Dropbox
- Google Trends (identifying
stories)
- Google News (piggybacking)
- Statcounter
- Moz/SearchMetrics
7. #A4UEXPO
Modern Social Toolkit
- Hootsuite
- Radian6/Odimax/StatCounter
- Google News (identify opps)
- Topsy (buzz & reporting)
- Photoshop
- Final Cut Pro or alike
- Twitter lists
- On every platform (if only for land
grab and monitoring)
- Moz/SearchMetrics
- Cats and bacon
8. #A4UEXPO
Observation #1
- Lots of crossover
- Important teams work together
to share data/intelligence
- PR/Social/Video all help each
other
- PRs bring audience and traffic to
vid and social campaigns
- Social and video gives PR
something tangible to shout
about
- Clients want proof of ROI from all
campaigns
9. #A4UEXPO
The Modern Campaign
- Lateral approach
- Social, video & PR combined
- Need “worldie” ideas –
sometimes simplest are the best
eg. Confused.com Drink Driver
- Influencer first, no longer an
afterthought
- Rigorous analysis (but take
accuracy into account)
- £value of traffic
- Statcounter/Analytics
- Wooly reporting (AVE) is dead
10. #A4UEXPO
Observation #2: Media No
Longer The Only Answer
- Where should we be looking to
place campaigns?
- Influencers
- Examples:
- SHELTER: Bacon vs Daily Mail
- SHELTER: India Knight vs Indy
- WISH.CO.UK: Simon Pegg
- SUNSHINE.CO.UK:Rylan
Clarke
11. #A4UEXPO
Big Ticket Media Is Losing
Influence
- 4 years ago, TechCrunch=
25write ups, couple of k of
uniques.
- NOW: TechCrunch= No wider
write ups, 150+uniques(WOW)
- Daily Mail, Mashable, Buzzfeed,
TNW, all waning in terms of
direct traffic/impact from
articles
- Product campaigns are the last
bastion for mainstream media
12. #A4UEXPO
Defining “Influence”
- Many many scientific thoughts
(dull)
- We view influence in a simple
way
- If they write/tweet/shout about a
client topic, what level of relevant
traffic will it bring?
- If high, they be an “influencer”
- Equation (lets get #MATHY):
- RT+80%PTB=INFLUENCER
(failed maths GCSE 5 Times)
13. #A4UEXPO
Why The Reliance On The
Twitter?
- Proven immediate return
- Hot right now (Oreo; more people
saw Superbowlreactive than watched
theSuperbowl)
- Takeaways from #TwitterForGrowth
- Brands that use Tw well = far
better ROI than online ind
average
- If you capitalise on THAT
moment via = amazing return
- Twitter drives media agenda
- Daily Mail celeb stories
- Influencer engagement results give
you quotes to use on your site
- Less immediate SEO value
14. #A4UEXPO
How PRs Find Influencers
- Ready built arsenal:
- Journalists
- Celeb contacts
- Twitter (lists/hashtags
#jounrorequest)
- Media databases
- Not as robust methods as social
media people
- PRs need to watch and learn how
other sectors do this
15. #A4UEXPO
How Socialeers Find
Influencers
- Far more tools to help
- Peerindex, KRED, Klout, Topsy
(give starting point, need
manually sorting)
- Ready made Twitter lists –
Precise, Business Mags for
Entrepreneurs etc.
- Mashable “Who to Follow”in
different sectors
- Twitter search/hashtags
- Industry advice and information
16. #A4UEXPO
Once Identified – How To
Engage?
- PR skills come in handy
- Don‟t try and f*ck on first date
- Wine and dine (introduce
yourself)
- Think smart
- Back to „wider campaigns‟
mantra
- Videos, social widgets, quirky
gifts (eg. 10Ypostcards)
- Take it OFFLINE (This shit just
got real)
17. #A4UEXPO
What Comes After Twitter?
- Who knows? (not us)
- Emerging channels?
- Twitter is THE conversation
platform
- 90% of chat about a TV show
takes place on Twitter
- The platform of choice for the
second screen generation
- Watch where historic “early
adopters are going” Robert
Scoble, Tech Journalists
- No indicators that Twitter is
heading for fall (Facebook
copying)
- Wider platforms are still copying
18. #A4UEXPO
Lets Look Wider!
- Google +
- Facebook
- Pinterest
- Vine (getting spammy)
- Instagram(particularly video)
- Snapchat (Geordie Shore)
- Tumblr
- Bloggers (still there, but be
careful post Penguin 2.0)
- ASMA social networks list -
http://www.asocialmediaagency.
com/social-networks/
19. #A4UEXPO
Google+ Case Study #1: Cadbury
- G+ activity connects with over
1.2million
- Share exclusive content on G+
that they won‟t find anywhere
else
- G+ choc bars and sculpted
editions of G+ page
- Hangouts- let people interact
with Olympic athletes and
chocolate experts
- Promoting Hangouts, Cadbury
grew follower base by 150,000
- Page landed on „Hot on Google+‟
which accelerated growth to 1.2
million followers
20. #A4UEXPO
Google+ Case Study #2:LateRooms
- Quick to embrace and exploit G+
- Success measured by
engagement, not click-throughs.
People aren‟t on social to book
hotels
- Hangouts allow LateRooms to be
more than just a faceless brand-
customer engagement
- First hangout with Ray Mears-
tips for an adventurous short
break
- Big believers in content
- Important for SEO
- SearchMetrics Ranking
Factors for 2013 has G+ as
most important ranking
factor
21. #A4UEXPO
Turning Bad PR into a Positive
Campaign: Lynx
- Lynx was featured in Channel 4‟s
„Dogging Tales‟ – middle aged
man in a cat mask sprays himself
with Lynx
- Tells 2.1million viewers that Lynx
is a near „guarantee‟ for a good
night‟s dogging
- Most tweeted about programme
of the year
- Got people talking about it on
social, „bad‟ for Lynx
- Company turned it around and
gave it a marketing spin by
saying there was no crisis
- 10,000 mentions in two days
22. #A4UEXPO
Our Examples – We Practice
What We Preach
- Right now – 2 weeks in
- Banishbags.co.uk(VERSAPAK
)
- Influencer first campaign
- 2 weeks old
- Bojo, Ramsey, multiple
entrepreneurs
- Goading tech people
- Then we did PR launch
- More traffic from Tweets
- PR far slower burn
- (Nicer links from PR
though)
23. #A4UEXPO
Confused.com –
Spotify/Motormate
campaign
- Cross platform campaign
- We used Spotify and the
Confused.commotormate app
to monitor people‟s driving
- The aim was to better
understand how music affects
people whilst driving
- Results were analysed by a
psychologist from London Met
U
- Campaign gained 42 inbound
links in first month
- AOL, Sunday Times, Mashable
etc.
24. #A4UEXPO
Confused.com – Confusing
situations campaign
- Cross platform campaign
- Straight launch (Top 10 most
confusing situations)
- Personalised videos
- Real-time requests
- Driven by influencer first
tactics
- SkyNews, Celebs, Marketing
press, national journos
- = Links, buzz, rel traffic
- Most importantly: quotes/sales
25. #A4UEXPO
PR Skillset Still Needed
- Is your campaign actually
interesting?
- „Pub Factor‟ Would your mates
care?
- PR creativity is second to none
- PRs are ruthless chasers
- Coverage, links, goading
celebs/influencers
27. #A4UEXPO
10 Things You Can Take Away and Use Right Now
10. Fag Packet Content is Dead!
9. Identify what is working in your sector
8. Look for wider opps (celeb tweeters)
7. Use trackable links (bit.ly, Topsyetc)
6. Use Twitter lists (copy existing ones)
5. Topsy: breaking news, be informed
4. Use Video/Social/PR combined
3. Don‟t forget PR roots/skills, e.g. PA first
2. Keep up with SEO trends, rel content
1. Don‟t be afraid to ask for links