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Tell Your Story Capabilities & Cases 2014

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Tell Your Story Capabilities & Cases 2014

  1. 1. Our Story 2014
  2. 2. Tell Your Story Tell Your Story’s purpose is to make things happen through developing and telling great stories so organizations can be successful and its people happy.
  3. 3. Who Works With Us? You have a great story to tell but you need further development and refinement. You want high-level expertise and attention, but don’t have the budget for a big ad agency or PR firm. You want to be strategic, but be efficient and nimble. You want your brand communications to be compelling, emotional and effective.
  4. 4. Clients
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  6. 6. Purpose-Driven Messaging Organizations driven by purpose and values outperformed the general market 15:1, outperformed comparison companies 6:1. Jim Collins and Jerry Porras, Built to Last Organizations that have cultures based on shared values out-perform companies that don’t: • revenues grew 4x faster • jobs creation was 7x • stock prices grew 12x faster John Kotler and James Jasket, Corporate Culture and Performance
  7. 7. Purpose-Driven Messaging “When the ashes clear from the economic Armageddon, the only organizations left standing will be the ones that actually stand for something. Without a purpose that improves peoples’ lives, and contributes to the greater good, organizations will struggle.” -- Roy M. Spence Jr. Author of It’s Not What You Sell, It’s What You Stand For
  8. 8. Who is Driven by Purpose?
  9. 9. Develop and Share Stories Your Story Stories in support of your purpose /message Pains Claims Purpose Competing Messaging Competitive Messaging Audience Pain- Needs- Habits Internal Expertise- Your Claims Market Perceptions of You vs. Comp Planning | Distribution | Engagement Goals are to: - Raise Awareness - Generate Leads - Support Sales - Grow Revenue
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  11. 11. Story Development & Sharing Process • Executive download & brainstorm sessions – Customer pain and your claim discussion – Personality / Culture exploration – Internal perception of yourselves vs the competition – Sessions include members of executive team, marketing, sales and other groups • External interviews – Interviews with customers, employees, prospects (5-10) • Research / research review – Review existing primary research and conduct secondary research • Purpose-driven creative brief development – Provides direction for all future tactical planning and creative exploration • Creative Concpeting – Verbal and Visual creative exploration to make your purpose come to life • Integrated tactical plan development – Tactic detail, budget, timing • Execute plan – Tell your story by making it happen through various tactical channels • Evaluate – Evaluate, analyze and improve
  12. 12. Purpose-Driven Framework BRAND PURPOSE What is your brand purpose – the difference you make in the world? • Elegantly Simple, Crystal Clear, Brutally Single-Minded, Innately Inspirational, Evident in Deeds as Well as Words SUPPORT What supports your brand purpose? VALUES What is your behavior within the marketplace as a company? PROMISE What is your pledge to the marketplace as a company? VOICE What is your branding and communications voice?
  13. 13. Strategic & Tactical Mix • Public Relations & Social Media – Social PR • Media Relations – Trade, Business & Consumer • Content Development • Online Lead Generation – SEM & SEO • Sales Communications & Support • Web Site Development • Landing Page Development • Trade Show Planning & Promotion • Advertising – Print, Broadcast & Online • Internal Communications • Video Script Writing & Development • Landing Page Development • E-mail Campaign Development & Execution • Event Creation & Execution • Visual Identity & Logos Fast-Paced Strategic Purposeful Messaging High-Level Creative Concepting
  14. 14. Telling Great Stories Integrated Communications Programs How do we tell these great stories?
  15. 15. Our clients & work Customer Pain – I need better ways to motivate my employees and reward customer and prospects Purpose/Message – We help drive positive behaviors through rewards that people want and need Results – We rebranded this highly successful 15-year-old gift card incentive company and positioned them as a solutions provider to HR, sales and marketing. We serve as their senior marketing communications team.
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  17. 17. Our clients & work Customer Pain – Home health medical coding is the pain. Purpose/Message – We make home health coding as pain-free and easy as possible so you can concentrate on other things Results – Launched Daymarck in 2009 and helped them grow 1000 percent. We serve as their senior marketing and sales support team.
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  19. 19. Our clients & work Customer Pain – I don’t need any more things to go wrong on a job site. I need someone to help me “push the job” and eliminate obstacles. Purpose/Message – Reduce obstacles for our customers and team members so that we can all be productive, successful and fulfilled. Results – Helped re-launch Trinity into the Texas construction market with positive success.
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  21. 21. Our clients & work Customer Pain – I want to be independent, but I don’t want to go at it alone. Purpose/Message – Everything we do is to help you be more independent, successful and fulfilled within the trucking transportation industry. Results – Launched this $100 million company into the marketplace.
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  23. 23. Social PR The Integration of Public Relations & Social Media
  24. 24. Social PR Strategy – What we have coined “Social PR” is one of the most important facets of an overall marketing communications plan. – Social PR is a hybrid of social media and public relations, which focuses on developing compelling content and then disseminating that content through: 1. social media channels 2. traditional media outlets (online and offline) through aggressive media relations
  25. 25. Social PR • Channels – Blogs – Twitter – Facebook – LinkedIn – Company website – Trade Media Outlets • Print, Broadcast, Online – Industry Blogs – Media’s Twitter, Facebook Accounts – Customer’s Twitter, Facebook Accounts • Compelling Content – Success stories – Surveys and polls – Videos – Contributed Articles – Tips and tricks – Photos – Expert Commentary – Industry Issues – Thought Leadership / POV papers
  26. 26. Social PR Success Stories Cases
  27. 27. USG Case Study Overview – Building products giant and inventor of Sheetrock, USG Corp., hired Tell Your Story in March 2012 to take over its Public Relations and Social Media efforts – We then took over SocialPR for its distribution arm, L&W Supply, and its Canadian affiliate, CGC, in 2013 – We assisted in re-launching the USG brand and supporting the Team USA and Canadian Olympic Team Sponsorships launched October 2013 Tactics – Social media • Currently manage 31 social media channels across many platforms, business units, and divisions – Media relations • Targeted outreach to outlets reaching contractors, architects, remodelers, DIYers – Tradeshow support • Onsite support at 6-8 tradeshows per year
  28. 28. USG Case Study 2012-2013 Results Tell Your Story helped increase USG’s social media audience 358%, from 3,681 in April 2012 to 16,872 in December 2013. Social media engagements (comment, like, re-tweet, etc.) grew 3000% from 56/mo. in March 2012 to 1,800/month in December 2013. PR placements secured by Tell Your Story, in publications including BtoB Magazine, Architect Magazine and Interiors & Sources, garnered 28M impressions and $805,000+ in ad equivalency in 2013.
  29. 29. USG Brand & Olympic Sponsorship • Ongoing stream of compelling social content increased social engagement by 300% and site traffic from social by 175% • Trained 40 employee ambassadors on how to use social media • Media relations including Audio and Video News Release generated over 20M impressions • #USGBuildIt has garnered 1,400 tweets/posts/photos; 600 within the first 24 hours from: – Sponsored athletes – USG employees – Trade media – Customers 29
  30. 30. USG L&W Supply Safety Campaign • Social media contest asked contractors to show how they practice safety. Results included: – 60% increase in Facebook followers – 2,500 contest visits – 32,000 Facebook impressions • With a paid YouTube campaign, increased views of Safety video 191% in 2 weeks. • Byline article on Safety in Construction Executive Magazine reached 44,500 General Contractors and $7,994 ad equivalency.
  31. 31. USG Durock Shower System Product Launch • Since Sept. ‘13, secured 20 trade media articles resulting in 717,068 PR media impressions and $113,709 ad equivalency • 1,172 matte release articles in local newspapers/websites resulting in 20M impressions and $285,461 ad equivalency • 6,516 YouTube video views of Durock Shower System Installation Video • Product will be featured on upcoming episode of AE’s Flipping Boston reaching 1 million viewers • Shower System winner of two awards at Remodeling Show: Best New Product and the People’s Choice Award.
  32. 32. Strength Beneath the Surface Contest • Social media contest asked tile & flooring professionals to submit photos of them on the job • Results included: – 68% increase in USG Tile & Flooring's fan base – 105% increase in engagement – Articles across all of USG Tile & Flooring's top trade media – 3,300+ contest page visits
  33. 33. Case Objective - Position SVM as a global leader in the motivation and incentives industry to increase leads and drive website traffic. Strategies - Increase brand awareness in HR and Sales/Marketing segments through social media. - Build relationships with key media resulting in ongoing exposure and thought-leadership opportunities. Tactics - Media relations - News releases, editorial bylines, guest articles - Social media - Revamped Facebook, Twitter, LinkedIn, YouTube and Blog channels - Daily and weekly updates - Trade show support - On-site media interviews - Social media support before, during and after the event - Secured photo and video content - Developed and executed booth activities to drive attendee traffic and engagement at the booth
  34. 34. Case • Daily/weekly posts and monitoring on Facebook, Twitter, LinkedIn and blog. – Sharing of industry news – Event photos and videos – PR coverage – Blog promotion – Links to SVM services/website information – Customer stories/case studies
  35. 35. Social Media Audience In 2013, Tell Your Story helped SVM increase its social media audience by 178%, from 831 followers in January 2013, to 2,314 by Dec. 31, 2013. 884 899 936 952 1,213 1,472 1,762 1,764 1,768 1,789 2,193 2,314 0 500 1,000 1,500 2,000 2,500 Jan '13 Feb '13 March '13 April '13 May '13 June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13
  36. 36. Social Media Engagement Social media engagements totaled 2 prior to Tell Your Story activity, while they reached 265 in December. SVM channels saw 2,120 total engagements in 2013. 2 85 138 175 188 289 244 127 81 127 196 190 265 0 50 100 150 200 250 300 350
  37. 37. Social Referrals to STM Social media and public relations activity drove 1,511 visits to SolutionsThatMotivate.com in 2013. 247 213 230 294 115 138 167 107 0 50 100 150 200 250 300 350 May '13 June '13 July '13 Aug '13 Sept '13 Oct '13 Nov '13 Dec '13
  38. 38. PR Placements 1,254,905+ impressions and $38,161+ ad equivalency. Loyalty 360 Payments Journal Incentive Magazine Facility Safety Management Around the HR World Safety & Health Magazine Engagement Strategies Magazine Premium Incentive Products Loyalty Management Online CEM Audio Edge
  39. 39. Social PR (June-December 2011) Objective – Create brand awareness and increase leads among independent truckers and small to mid-size carriers. Strategies – Introduce OnRamp to influential trucking and transportation media. – Build long-term relationships with key media (and other influencers like bloggers) resulting in ongoing media exposure and thought leadership. – Increase general awareness and preference of OnRamp offerings using social media Tactics – Aggressive media relations • News releases • Subject Matter Expert interviews • Press kit and online press room – Social media • Launched Facebook, Twitter, YouTube and blog properties • Daily posts/tweets – Tradeshow support • In-person media interviews • Heavy social media support before, during, and after • Secured photo and video content
  40. 40. News Releases in Press Room
  41. 41. Media Coverage 142 articles 2,058,847 impressions $343,915 advertising equivalency
  42. 42. Tradeshows Met with 9 media outlets at National show, reaching audience of 940,000+ Captured 10 videos and hundreds of photos at 4 events
  43. 43. Tradeshows
  44. 44. Social Media • Daily posts on Facebook, YouTube, Twitter, and blog consisting of: – Sharing industry news – Customer testimonials – Event photos/videos – PR coverage – Sales/promotions – Discussion questions – Polls – Tips and Tricks – New products/services
  45. 45. Social Media Results 172,000+ social media impressions 1,743 acts of engagement (RTs, comments, etc.) 19 YouTube videos
  46. 46. Web Traffic • Social PR efforts drove increased traffic to website Top 3 traffic referrers: 1) Trade article 2) PRWeb 3) Facebook
  47. 47. Social PR Objective – Create awareness of outsourced home care coding and increase leads among home health care clinicians Strategic Priorities – Introduce Daymarck to influential home care media. – Build long-term relationships with key media (and other influencers like bloggers) resulting in ongoing media exposure and thought leadership. – Increase awareness and thought leadership using social media Tactics – Tradeshows – Social media – Media relations – Surveys
  48. 48. Tradeshows Captured 20 videos and hundreds of photos at 10 events 235 Survey results at 2011 NAHC Conference
  49. 49. Blog 80 Blog Posts More than 40,000 blog pageviews Receives nearly as many views as Daymarck.com
  50. 50. Social Media • Daily posts on Facebook, YouTube, Twitter, and blog consisting of: – Sharing industry news – Customer testimonials – Event photos/videos – PR coverage – Sales/promotions – Discussion questions – Polls 155,266 social media impressions 1,223 social media engagements
  51. 51. Survey • ICD-10 Survey conducted at NAHC 2011 show – 235 responses – Poker set incentive – Drove booth traffic – Press release – Trade media coverage of results – 7 Blog Posts
  52. 52. ICD-10 Opposition • American Medical Association came out in opposition to ICD-10 • Daymarck wholeheartedly disagreed, so we: – Issued a response to the AMA on our blog and website – Distributed response to all journalists writing about the opposition – Sent statement via Twitter to those tweeting about opposition – Provided interviews/quotes to journalists – Distributed press release on PRWeb – Commented on online articles with link to statement
  53. 53. Web Traffic • Social PR efforts drove increased traffic to website Top traffic referrers: 1) PRWeb 2) Zoomerang (survey) 5) Blog 6) Facebook
  54. 54. Social PR Measurement • In order to gauge effectiveness and refine activities, Tell Your Story measures Social PR through: – Tracking media clippings and measuring reach and ROI through circulation and advertising equivalencies. – Developing monthly social media reports demonstrating metrics such as engagement, reach and audience demographics.
  55. 55. Conclusion We make things happen We develop good stories We distribute those stories effectively and efficiently through a variety of marketing communications, including Social PR We are nimble and flexible We are fun to work with We want to work with you
  56. 56. Thank You. • George Rafeedie, Founder – 847.921.3925 – grafeedie@tellyourstoryinc.com – @grafeedie – @tellyourstorybc – www.facebook.com/tellyourstoryinc – www.tellyourstoryinc.com

Editor's Notes

  • Use Tell Your Story PPT template.
    TITLE: Social Media for Business
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