Building a PR Campaign for the Digital World
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The document discusses how to build an effective public relations campaign for today's digital world. It outlines traditional PR tactics and how the landscape has changed with new social media platforms and tools. An integrated campaign is recommended that utilizes both traditional and digital/social media channels to target the right audiences and measure results.
Building a PR Campaign for the Digital World
- 1. Building a Public Relations Campaign for Today’s Digital World
- 2. The Early Days of Public Relations
- 3. Traditional PR Tactics Control the Message, Press Releases Create and Distribute Press Kits Media Relations Develop Hooks/Angles Support/Leverage Events Broadcast News Crisis Management
- 5. Forrester: The Growth of Social Technology Adoption, 2008 3 out of 4 Americans use social networking technology.
- 6. Reason # 2 Because 2/3 of the global internet population use social networking sites. Neilson, Global Places and Networked Faces, 2009
- 7. Reason # 2 Neilson, Global Places and Networked Faces, 2009 Because social networking is the 4 th most popular online activity – ahead of personal email.
- 8. LinkedIn Over 55 million users, business focus. 4.8 million “C-level” executives You Tube Over 20 hours of video are uploaded every minute! Years it Took to Reach Audience of 50 Million Radio 36 Years TV 13 Years Internet 4 Years iPod 3 Years Facebook 2 Years
- 9. Internet Passing Television In June, European internet consumption reached 14.2 hours per week compared to 11.5 hours for TV.
- 10. 400,000,000 users (that’s 400 million!) 10 million “fans” sign up to commercial “brand pages” every day.
- 12. There are over 140 million blogs worldwide.
- 13. There are 4.6 billion cell phones in the world
- 14. 1 out of 5 people have smart phones.
- 15. Newspaper circulation is down 7 million over the last 25 years ??
- 16. Television 31.1% Daily Newspaper 19.4% Radio 31.1% Online 14.6% Weekly Community Newspaper 4.4% Free Shopper 2.9% Magazines 2.1% Media Consumption Percentage of news and information consumers receive from media each month.
- 17. Television: 31.1% (down from 34.7% a year ago) Daily newspaper: 19.4% (down from 23.5%) Radio: 19.4% (up from 16.5%) Online: 14.6% (up from 12.7%) Media Consumption Percentage of news and information consumers receive from media each month.
- 19. To Summarize Social media is an important communication channel Traditional media is still the most widely consumed form of media, most trusted A successful campaign must be integrated The communication landscape is changing
- 20. Building Your Digital PR Toolbox
- 21. 8 Essential Digital PR Tools Social Media Channels/Platforms Search Marketing Profnet, HARO SEO/PR, Social Media Release Web 2.0 Monitoring Online Surveys Email Electronic Newswire Services
- 24. #1 Position!
- 29. SEO/PR = Innovative approach that combines Public Relations with Search Engine Optimization generating more sales leads and publicity through crafting/optimizing press releases and e-zine newsletters. Additional Benefits Include: Your Website’s Rankings The number of Referrals from Search Engines Increased Qualified Prospects/Clients WHAT IS SEO/PR?
- 30. The Importance of SEO/PR 76,632 Searches 31,260 Searches 141,360 Searches
- 31. The Importance of SEO/PR Whoosh Announces New International Website Reuters, NYC – 1 hour ago Whoosh today announced a new Website developed by legendary Internet consulting firm Molecular out of Watertown, Massachusetts. “the capabilities impressed us….” Proclaimed Whoosh CEO, Suzanna Banana
- 32. The Importance of SEO/PR Whoosh Announces New International Website Reuters, NYC – 5 days ago Whoosh today announced a new Website developed by legendary Internet consulting firm Molecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana
- 33. The Importance of SEO/PR Whoosh Announces New International Website Reuters, NYC – 5 days ago Whoosh today announced a new Website developed by legendary Internet consulting firm Molecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana Fashion World Excited By New Designer’s AMAZING Web Site Vogue – 3 hours ago “ This site carries an extraordinary range of designer women’s clothes and running shoes. We were delighted with the ease of navigation and the shopping cart functionality of this site. The free shipping and overnight options were particularly desirable. If there were shortcomings in the site, they were not immediately evident to this reporter…
- 34. Whoosh Announces New International Website Reuters, NYC – 5 days ago ,,,Whoosh today announced a new Website developed by legendary Web-build firm Molecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana Fashion World Excited By New Designer’s AMAZING Web Site Vogue – 3 hours ago “ This site carries an extraordinary range of designer women’s clothes and running shoes. We were delighted with the ease of navigation and the shopping cart functionality of this site. The free shipping and overnight options were particularly desirable. If there were shortcomings in the site, they were not immediately evident to this reporter… Press coverage sometimes show up in the natural search results, too. Whoosh Launches E-Commerce Site – BusinessWeek – 1 days ago Whoosh site a hit with women – Vogue – 3 hours ago
- 37. #1 Position!
- 38. Vitale Caturano Shareholder William Kracunas Named To Boston Business Journal’s 40 Under 40 List 6 days: 28,712 Impressions!
- 41. Online Surveys
- 45. Building the Integrated Campaign Identify customers and where they are receiving/sharing information Listen/Monitor Online Conversations, glean insights, reputation management Identify online influencers Craft messages for different channels Develop communications and online engagement strategy
- 46. Building the Integrated Campaign Utilize web tools to build search strategy Set up social media channels Develop actionable content (eg. press releases, whitepapers, etc.) Execute pro-active/reactive communications campaign Make adjustments as needed Track results
- 48. Strengths New England’s largest regional full-service CPA, consulting, and wealth management firm One of the top 40 CPA firms in the country, 34 partners, and over 340 employees Outstanding reputation, very loyal client base. Some of the most intelligent thought leaders in their respective fields Strong drip marketing campaign, client retention marketing Challenges Difficult to develop new business in downturn economy Website was not optimized for Search No strong “calls to action” or “lead-captures” on website No PPC/Online campaign in place No social media presence Thought leaders were not well known, either in traditional media or online
- 49. Before 451 Marketing Website was simply an “online brochure” Never had received any leads from the website Very little positive press in the media Web traffic around 4,500 visitors per month No Social Media Presence 451 Marketing’s Approach Developed demand generation strategy consisting of PR, Search (paid and natural) marketing, search-leveraged public relations, social media marketing, and content development. Developed keyword strategies, optimized website, began link-building campaign Interviewed thought leaders, defined expertise, identified appropriate media outlets
- 50. 451 Marketing Approach Setup (in)efficient frontiers Blog - www.inefficientfrontiers.wordpress.com/ Created LinkedIn Group “New England CFO’s,” setup Facebook recruiting page Pitched firm’s thought leaders to targeted media outlets Began paid online campaign Distributed search-optimized press releases Distributing content through social media channels
- 52. InfoWorld – November 20, 2008: "Tech Bottomline" column by Bill Snyder (article featured Robert Kish, vice president) The Boston Globe – November 21, 2008 “B usiness loans still flowing” by Ross Kerber (article featured Jeff Korzenik, vice president) The Boston Business Journal – December 19, 2008 “How to: choose a computer network system consultant,” by Keith Regan (article featured Robert Kish, vice president) Mass High Tech - January 23, 2009 Announcement on Vitale Caturano’s Sharepoint “Focus Series” event. Forbes.com – February 4, 2009 “ The Tax Code Encourages Big Wall Street Bonuses” Opinion Piece By Jeff Korzenik New York Times.com - February 4, 2009 “Economix” column by Catherine Rampell “ The Tax Code Encourages Big Wall Street Bonuses” reprinted Opinion Piece By Jeff Korzenik Risk Management – March 1, 2009 “Recipe for Disaster” By Lori Widmer Media Coverage Received to Date
- 53. BusinessWeek Small Business’ "The Digital Manager" column - Bob Kish was interviewed for an upcoming column on How Small Business Can Make the Best Use of IT Data Center Management Magazine - Diego Rosenfeld was interviewed for an upcoming article on a Green IT Initiatives story The Street.com - Jeff Korzenik was interviewed for an upcoming story on the history of Wall Street InfoWorld – Diego Rosenfeld was interviewed by Contributing Reporter John Edwards’ Editorial Assistant, Eve Kaiser, for a piece on the outsourcing of IT government risk and compliance services (GCR). Diego also put Kaiser in touch with one of his clients for additional insights Media Coverage Received to Date
- 54. 451 Marketing Results (in)efficient frontiers receives almost 2,000 visitors per month Tremendous media coverage (see upcoming slide) 1 st page search results for their top 20+ keywords. Over 8,000+ visitors per month (almost doubled their traffic) for their Caturano.com site 451 Marketing Results 2008 Q4 was one of their best for new business engagements Over 2 million in business during December and January On average 15-30 leads coming in through website each month
- 55. Our actions resulted in $650,000!
- 56. 7% Who Is 451 Marketing? Founded in February, 2004 Located in Boston, MA (Hub of social media!) A collaboration of 20 industry veterans committed to being best-of-breed social media, digital public relations, and creative specialists Clients include Allstate, Westin Hotels, Gentle Giant, Commonwealth of Massachusetts. Recently launched the MassItsAllHere.com website for the Commonwealth of Massachusetts.
- 58. AJ Gerritson, Founding Partner 451 Marketing 21 School Street, 3 rd Floor Boston, MA 02108 617-259-1605 x 204 www.451marketing.com www.451heat.com www.Linkedin.com/in/ajgerritson @ajgerritson
- 59. AJ Gerritson, Founding Partner 451 Marketing 21 School Street, 3 rd Floor Boston, MA 02108 617-259-1605 x 204 www.451marketing.com www.451heat.com www.Linkedin.com/in/ajgerritson @ajgerritson
Editor's Notes
- #17: http://seekingalpha.com/article/163214-media-usage-study-online-and-radio-up-tv-still-most-credible
- #18: http://seekingalpha.com/article/163214-media-usage-study-online-and-radio-up-tv-still-most-credible
- #36: Box
- #38: Box + #1!
- #39: 28,000 views in 6 days!! Today…