The document discusses the shift in how public relations messages are conveyed through social media and search engines, emphasizing the importance of adapting strategies to modern consumer behavior. It outlines steps for amplifying PR messages, including monitoring brands, defining goals, selecting appropriate platforms, and utilizing keywords. Additionally, several case studies illustrate successful PR campaigns that leveraged these strategies to increase brand awareness and engagement.

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

2. #451Webinar
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 engine popularity has increased
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….
(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.
Broadcast
Media

17. 60%
29% 28% 19%
Social media has become one of the
top news sources

19. How Do You Amplify Your Public
Relations Messages?

20. Public Social Search
+ +
Relations Media

21. 1. Monitor Your Brand

23. Also monitor…
Industry
Competitors
News
#TrendingTopics

24. 2. Identify Brand Goals

25. What are your brand’s overall goals?
What are your marketing and
Ask Yourself: How achieve?
sales teams trying to can public
What part of your business
relationstrying to grow?and
are you
support
enhance these efforts?
Who is your target audience and market?
What messages are important to your
company and senior management?

27. 3. Choose Your Social Platforms

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

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

30. 140 Million Users
340 Million Tweets Per Day
Who uses Twitter?
54.6% Age
Other
45.5% 18-29
31-49 41.5%
42.3%
Gender

31. 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

32. 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

33. Use Facebook to:
• Post content including blog posts, photos,
video, and other and updates about brand,
products, events
• Interact with community
• Link back to online properties

34. >150 Million Members
(a new member joins every second)
>880,000 groups
42%
43 years old/
$107,000 annual income 58%

35. Use LinkedIn to:
• Post content to demonstrate knowledge
within an industry or field
• Interact with community
• Link back to online properties

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

37. Goals for Using a Blog (Like WordPress):
• Central hub for thought leadership and brand
voice development
• Increase Traffic to Website, Online Visibility
Establish Brand/Corporate Figures as Thought
Leaders
• Show Personality

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

39. 4. Use Your Keywords and Phrases

41. 5. Put Tracking Measures in Place

42. 5. Put Tracking Measures in Place

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

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

46. 7. Measure Results
…and Adapt

47. 7. Measure Results
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

48. Case Study: Dancing Deer Baking Co.

49. 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

50. 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

52. 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

53. 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

55. Case Study: The Yankee Candle Company
Goals:
Goal was to raise national awareness around “Stars and Stripes”
patriotic cline 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*

56. 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

57. 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

58. In Review
1. Monitor your brand
2. Make sure goals are aligned
3. Choose appropriate platforms
4. Use search keywords
5. Track
6. Consistent execution
7. Measure
8. Adapt

59. Questions?

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

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