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.
Consumer reliance on technology and addiction to social media have changed the way we search, share, and shop. Traditional push marketing and has fallen to the wayside as we become more and more selective about the types of information we consume. In this ever-changing environment, traditional public relations cannot stand alone. While public relations is essential in shaping messaging and establishing relationships, professionals must leverage social media tools and search marketing best practices to ensure that their message is heard.
As partner and head of public relations at 451 Marketing, Tom Lee will offer his unique insight on the importance of fully integrated campaigns in this free webinar. Using examples and case studies, Tom will teach attendees how to connect with customers by controlling how, when, and where their key demographics view their messages and, ultimately, perceive their brand.
With the internet turning into a participatory forum where user-generated content gets more eyeballs and more credibility than advertising messages, CMO’s are spending more time and resources in building their organizational presence on it.
Attend our webinar, where our marketing practitioner will explain if earning attention through social media is more important than investing in adwords campaign or vice versa.
451 Marketing partner and head of public relations, Tom Lee, discusses the need for a holistic approach to social media in the digital age in this free workshop.
Consumer reliance on technology and addiction to social media have changed the way we search, share, and shop. Traditional push marketing and has fallen to the wayside as we become more and more selective about the types of information we consume. In this ever-changing environment, traditional public relations cannot stand alone. While public relations is essential in shaping messaging and establishing relationships, professionals must leverage social media tools and search marketing best practices to ensure that their message is heard.
As partner and head of public relations at 451 Marketing, Tom Lee will offer his unique insight on the importance of fully integrated campaigns in this free webinar. Using examples and case studies, Tom will teach attendees how to connect with customers by controlling how, when, and where their key demographics view their messages and, ultimately, perceive their brand.
With the internet turning into a participatory forum where user-generated content gets more eyeballs and more credibility than advertising messages, CMO’s are spending more time and resources in building their organizational presence on it.
Attend our webinar, where our marketing practitioner will explain if earning attention through social media is more important than investing in adwords campaign or vice versa.
451 Marketing partner and head of public relations, Tom Lee, discusses the need for a holistic approach to social media in the digital age in this free workshop.
Contests and promotions are a great way to boost brand awareness both online and off. Social media platforms such as Facebook, Pinterest and Instagram offer exciting ways for your audience to get engaged with your brand online. But, you have to follow the rules and best practices or you run the risk of getting your contest booted (by the platform) or ignored (by your fans).
MKT 380 Introduction to Social Media Marketing Week 1Michael Germano
Social media careers
Social media compared to mass media
New media versus old media
Social media and its value to marketers
Social media marketing and strategic objectives overview
In this 451 Marketing Webinar, we’ll share the tools (free and premium) and numbers that today’s marketer need to evaluate, plan, and measure their search marketing and social media campaigns.
2016 is in full swing, and it’s shaping up to be an exciting year here at Sysomos. What do we have planned? Join us in this presentation to find out.
We’ll cover what we have planned for new products added to the Sysomos portfolio (Expion, Gaze, and Scout), and outline ways you can use two new products - Sysomos Influence and Sysomos Optimize - to zero in on key influencers and get more from targeted paid media on Twitter.
Pay to Play-SocialMedia & Advancement 2016Michael Stoner
This white paper explores new challenges for higher ed advancement's use of social media for outreach, engagement, and fundraising. We explored how institutions are using tools for boosting, promoting and advertising their social initiatives as organic reach of posts, tweets, and images has declined. Download at: http://mstnr.me/2g22TNr
Presentation I made to fellows, students and professors at the Cornell University, Ithaca, New York. It is basically a beginner's manual for understanding Social Media Marketing, and how people/organizations can use it to develop their brands.
Contests and promotions are a great way to boost brand awareness both online and off. Social media platforms such as Facebook, Pinterest and Instagram offer exciting ways for your audience to get engaged with your brand online. But, you have to follow the rules and best practices or you run the risk of getting your contest booted (by the platform) or ignored (by your fans).
MKT 380 Introduction to Social Media Marketing Week 1Michael Germano
Social media careers
Social media compared to mass media
New media versus old media
Social media and its value to marketers
Social media marketing and strategic objectives overview
In this 451 Marketing Webinar, we’ll share the tools (free and premium) and numbers that today’s marketer need to evaluate, plan, and measure their search marketing and social media campaigns.
2016 is in full swing, and it’s shaping up to be an exciting year here at Sysomos. What do we have planned? Join us in this presentation to find out.
We’ll cover what we have planned for new products added to the Sysomos portfolio (Expion, Gaze, and Scout), and outline ways you can use two new products - Sysomos Influence and Sysomos Optimize - to zero in on key influencers and get more from targeted paid media on Twitter.
Pay to Play-SocialMedia & Advancement 2016Michael Stoner
This white paper explores new challenges for higher ed advancement's use of social media for outreach, engagement, and fundraising. We explored how institutions are using tools for boosting, promoting and advertising their social initiatives as organic reach of posts, tweets, and images has declined. Download at: http://mstnr.me/2g22TNr
Presentation I made to fellows, students and professors at the Cornell University, Ithaca, New York. It is basically a beginner's manual for understanding Social Media Marketing, and how people/organizations can use it to develop their brands.
Content Marketing: Greet Your Guests and Boost Your Bookings451 Marketing
Key Takeaways:
- An overview of content marketing
- Why content marketing is important to enhance search results
- How content can strengthen engagement with your guests (and potential guests)
Taking Control of Content: Why Corporate Communications Should Control Brande...451 Marketing
2014 is the year of content. It's estimated that companies will spend $135 billion on content marketing this year alone. As a communications executive, you know the value of having control over your brand's message. With so many platforms and formats in today's content-heavy landscape, it's important for corporate communications to have ownership over branded content to ensure a united and consistent brand story.
451 Marketing Founding Partner AJ Gerritson explains:
• The importance of content marketing
• Why corporate communications should control content
• How to manage and scale content marketing programs
Capturing Customers: Compelling Content for Every Stage of the Sales Cycle
You've taken the first step – you’re creating and sharing branded content with your audience. Now, how can you ensure that you’re reaching and engaging with your audience across the sales and adoption cycle? The types of content used to generate leads aren't necessarily the same that you should use to enhance brand evangelism.
Join EVP of Digital Marketing, Francis Skipper, for this free webinar and learn:
-The different types of content and goals each achieve
-Which types of content to use at each stage of the sales and adoption cycle
-How to build trust using branded content
Title: Brand Matters
In this 60 minute intro session, you will learn a general overview of how to create, launch and maintain your brand and why your brand awareness affects how much capital you will get.
- Why your brand matters and how it impacts your success
- Creating & defining your brand
- Launching your brand publicly
- How to build your brand on social networks such as Twitter, Facebook, & Linkedin
In following sessions we will dive deeper into each social network and discuss how to make the most of each social platform.
Social media workshop presentation for hotels and the hospitality industries. This presentation includes an introduction to social media platforms, case studies and examples, best practices, branding considerations, integration tactics and other recommendations. Presented by ChatterBlast Media to the Greater Philadelphia Hotel Association on 12/6/2011. NOTE: This presentation is designed to be explained verbally in-person therefore not all slides have notes or descriptions.
The 7 Elements of a Perfect Social Media CampaignClosed
The 7 Elements of a Perfect Social Media Campaign was a webinar hosted by Marcus Whitney, Co-founder of Moontoast, and Shoutlet's Kira Sparks. Learn the essential elements that go into creating a perfect campaign, along with compelling examples from real brands.
Making sense of social media - Dansk Netværks Akademi-presentation-1706Thomas Müllertz
This presentation by communication experts, Oren Shafir of Zoom and Pia Thomsen of Dialogkom, will give you an overview of the big social media platforms and an idea of how to get started using them to get more out of your marketing and communications efforts.
Presented to an events company looking to introduce Social Media. This should ideally be accompanied by my explanations, but I put it here for attendees to save the trees.
Social Media Marketing Overview presented at the 11/18/10 Pathways to Entrepreneurial Success Forum held at Monroe Community College. Contains an overview of the top social media platforms, 5 steps to get started with social media marketing and the 4 rules you must follow.
The New World Of Digital, Content And Social Media Marketing And The Relevanc...Midas Touch Consultants
This is an introductory session outlining the reasons manufacturing or B2B services organizations should consider for diving into the digital, content or social world. It identifies some of the popular channels and various content options to consider. There is then, an exploration of how B2B Sales has changed with the influence of social media.
It’s no longer enough to just “post a few times a day.”
Recent changes in social media sites like Facebook, LinkedIn and Twitter provide you with new ways to help your business stay competitive.
Take your social media to the next level and review these slides, which cover advanced topics like:
- How to pinpoint and retarget the right people with custom audiences
- How to structure social ads and track the effectiveness of your campaigns
- How to use audience demographics to bring new visitors to your website
…and everything you need to know to make your social media program a success.
$118.4 billion was spent on content marketing, video marketing, and social media in 2013. What will be your content marketing focus in 2014?
In this 451 Marketing webinar, our Executive Vice President of Digital Marketing Francis Skipper will share his insights on upcoming trends and strategies to captivate your audience through content marketing.
Walk away from this 451 Marketing webinar with insights on:
- Defining Goals: from brand awareness to lead generation
- Trends in Content: what types of content are most popular?
- Social Platforms: the top channels to focus on in 2014
- Analytics: How to measure the impact of your content marketing efforts
451 Workshop: Content Marketing - Planning for 2014451 Marketing
$118.4 billion will be spent on content marketing, video marketing, and social media in 2013.
Do you have a plan for content marketing in the new year?
Francis Skipper, EVP of Digital Marketing at 451 Marketing, guides you through the steps to crafting a comprehensive content marketing plan for 2014.
Walk away from this 451 Marketing workshop with insights on:
- Defining Goals: from brand awareness to lead generation
- Trends in Content: what types of content are most popular?
- Social Platforms: the top channels to focus on in 2014
- Analytics: How to measure the impact of your content marketing efforts
Planning a content marketing strategy for 2014 - from a workshop hosted by 451 Marketing's Francis Skipper on 12.13.2013 at Westin Copley Place in Boston.
We’ve all heard the battle cries – Traditional marketing is dead! Content is king! But, how do you get started with content marketing? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals?
In this 451 Marketing webinar, our EVP of Digital Marketing Francis Skipper will teach you how to craft a content marketing strategy that:
- Provides value to your target audience
- Improves search rankings and social signals
- Drives traffic to your website
- Nurtures leads and drives sales
The Right Way to Remarket: Converting Your Online Audience to Sales451 Marketing
It’s a fact - the vast majority of visitors to your website don’t immediately covert to sales. But, these first time visitors are often only a few steps away from becoming loyal, paying customers. How can you make sure that this prime audience doesn’t forget about your product?
In this webinar, hosted by Executive Vice President Francis Skipper, we’ll discuss how remarketing enables you to increase your online conversions by helping close the deal with customers who were not ready to make a purchase the first time around. Attendees will learn:
What remarketing is and how it works
Why to remarket
Remarketing etiquette – the right way to remarket
Remarketing in action – client case studies
You're Invited: How to Create Buzz and Drive Attendance to Your Event Using ...451 Marketing
Promotion is the key to any successful event. By integrating social media promotions into your event plan, you can maximize attendance, reach your target audience, and build excitement for future events. From hosting an opening event at a new location to a product launch gala, using online promotion can mean the difference between a success and a flop. In this 451 Marketing Webinar, we’ll discuss how to promote a successful event before, during, and following the event. We’ll review best practices, tools, and case studies to ensure attendees walk away with a blueprint for promoting their next event online.
Image-based social media applications including Instagram, Pinterest, and Vine, are an exciting marketing trend for 2013. People naturally connect more quickly and on a deeper level with images than with text, making these platforms an excellent way for businesses to engage with their target audiences.
Want to learn more about how these trendy apps can be used to boost business? Executive Vice President Francis Skipper will teach attendees how they can to show, rather than tell, and integrate image-based social media into their content marketing strategy without exhausting resources. From creating a strategy to re-purposing existing content to share across multiple platforms, attendees will leave with an understanding of popular image-based social media platforms and a blueprint for using them to interact with their audience.
Have you invested in an SEO (search engine optimization) agency or worked to enhance your SEO efforts in-house? Or, are you just experimenting with search for the first time? Understanding the key elements to successful search optimization campaigns is crucial to ensuring that you are visible to your clients online. It not only helps to increase your site traffic and but can help you to increase sales and grow your business over time.
This workshop by Francis Skipper teaches the 10 steps any marketer or business owner can take to ensure that their website is optimized for search. Content to include review of on and off-page ranking factors, Google Analytics, webmaster tools, and server logs.
MASSbuys: Informing and Engaging Your Constituents Using Social Media451 Marketing
Social media isn't just for fun anymore. Social platforms represent new opportunities for collaborative government. Government institutions of all sizes are getting in on the act, using social media tools to share important information among constituents and improve delivery of services. However, implementing these tools in government organizations and non-profits comes with unique challenges. In this workshop, attendees learn how to build a dynamic social media strategy to fostering engagement, community, and sharing.
Content Marketing: How to Successfully Convert Content into Customers451 Marketing
We’ve all heard the battle cries – traditional marketing is dead! Content is king! Savvy consumers are tired of being sold to and marketers need to create a constant flow of new content, from blog posts to social media updates, ebooks to webinars. But, how do you get started? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals?
In this 451 Marketing webinar, you’ll learn the steps to planning a dynamic content marketing strategy for your brand. From defining your audience to measuring your results, you’ll learn how to use effective content marketing to improve search rankings, drive traffic to website, and nurture relationships with leads and clients.
How to Create a Dynamic Social Keyword Strategy 2.19.13451 Marketing
When you’re planning marketing communications, it is increasingly important to optimize every outlet that might populate or affect your company’s search results or “digital shelf space.” As social signals become more and more prevalent in determining organic search results and rankings, it’s essential for companies you to create a dynamic keyword strategy for social media campaigns.
Join Max Silver, Social Media Marketing Specialist at 451 Marketing, as he outlines:
The increasing impact of social media on search engine results
How to define the top keywords for your social media campaigns
How to craft and execute your brand’s strategy to enhance posts’ rankings in search engines
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
How to Get CNIC Information System with Paksim Ga.pptxdanishmna97
Pakdata Cf is a groundbreaking system designed to streamline and facilitate access to CNIC information. This innovative platform leverages advanced technology to provide users with efficient and secure access to their CNIC details.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
20 Comprehensive Checklist of Designing and Developing a WebsitePixlogix Infotech
Dive into the world of Website Designing and Developing with Pixlogix! Looking to create a stunning online presence? Look no further! Our comprehensive checklist covers everything you need to know to craft a website that stands out. From user-friendly design to seamless functionality, we've got you covered. Don't miss out on this invaluable resource! Check out our checklist now at Pixlogix and start your journey towards a captivating online presence today.
Maruthi Prithivirajan, Head of ASEAN & IN Solution Architecture, Neo4j
Get an inside look at the latest Neo4j innovations that enable relationship-driven intelligence at scale. Learn more about the newest cloud integrations and product enhancements that make Neo4j an essential choice for developers building apps with interconnected data and generative AI.
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Building RAG with self-deployed Milvus vector database and Snowpark Container...Zilliz
This talk will give hands-on advice on building RAG applications with an open-source Milvus database deployed as a docker container. We will also introduce the integration of Milvus with Snowpark Container Services.
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
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)
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
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
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
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.
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
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
Editor's Notes
Source:Comscore, 2/11
What are people saying about your brand/personalities online?You need to have an awareness of the sentiment around your brand online from the very beginning so that you can tailor your strategy to react to that sentiment
What is your audience searching for online?Work with your search marketing agency to create a keyword list to leverage in PR messaging
What is your audience searching for online?Work with your search marketing agency to create a keyword list to leverage in PR messaging
Use tools like bit.ly to track where clicks are coming from
Goal-Focused Messaging + Keywords and Phrases+Social Media Best Practices