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create value by:
Integrating Traditional & Digital PR
Heather Whaling • @prTini Geben Communication
Arik Hanson • @arikhanson ACH Communications
photo credit: TheCharleston’s Digital
integration opportunities: Launches Events Off-news times Blogger outreach Crisis communication
socialize launches
Challenge: Launch a new social media management tool, targeting key niches (sports, retail, restaurants) Strategy:
• Media/blogger outreach • Content marketing • Social media
Media/blogger outreach: • Target tech media & trade pubs in key
verticals • Embargoed product launch • NYC media tour • Guest posts on visual storytelling, fan
engagement • Data-driven stories
Timely infographics • Mashable, Yahoo!
Sports, ESPN.com • Increased traffic 360% • 50+ viable leads • Opened new doors in
sports vertical
Social Media: • Visual storytelling
resource • Twitter chats • Target brand
managers at sports, retail, restaurants
Overall Results: • Customer growth
exceeded expectations
• Accelerated product development
• Launched #Indy500orBust partnership
• “Traditional” tactics still work • Tease launches via social media • Create content to amplify a launch • Provide suggested tweets/FB
updates to key advocates
events
Goals: • Build a community year-round, activate it leading up to the
marathon • Provide real-time customer service to deliver a better race-
day experience for athletes & spectators • Extend partnerships, especially with Nationwide Children’s
Hospital • Gain insights and feedback through online monitoring and
digital research
30 Tips, 30 Days • 8 of the top 10 blog
pages in 2012 were tips
• Blog traffic grew 260%
• 2010 to 2012: pageviews tripled
Real-Time #PRParty
Virtual Scavenger Hunt: • Drive traffic to the new website • Positive reinforcement • Establish new connections with potential
marathon runners/walkers • http://bit.ly/CbusMarathonHunt
tweet & go seek
crowdsource feedback
Results: Top referral sources:
• Facebook • Facebook Mobile • Twitter
Facebook: • Engagement: +133% • Fans: +42% • Customer service doubled
Twitter: • Engagement: +59% • Followers: +45%
$875,000 raised for Nationwide Children’s
• Bridge the digital-physical divide • Use social media to build & sustain
a year-round community • Embrace and nurture your biggest
advocates • Build a strong relationship with PR
partners.
non-news times
Challenge: Generate traditional and digital media stories that will convince people in the Twin Cities that biking/walking is a viable transportation option. Our plan:
• Repurpose traditional bylined articles that first appeared in mainstream media outlets on owned media channels
• Amplify reach through social advertising
The Process: 1. Write bylined article for mainstream media
outlet 2. Repurpose content for BikeWalkMove.org 3. Post and promote content on Bike Walk
Move Facebook page 4. Create sponsored stories on Facebook to
drive engagement and traffic to BikeWalkMove.org
generate off-news buzz
Results • Increased blog traffic by 71% year-over-year • Grew Facebook community by 1,500% in just
eight months • Facebook posts promoted via Sponsored
Stories had an average of 109,000 impressions
Challenge: Make what has historically been “dry” bike/walk count data more compelling to target audience through a more visual format. Our plan:
• Use bike/walk count data to create infographic • Pitch to mainstream media outlets and bloggers • Use as valuable content on owned and other
social media channels • Use as “art” at in-person events
The Process: 1. Create infographic based on 2011 bike/walk data 2. Pitch infographic as part of larger story to mainstream
media/bloggers 3. Create a blog post on BikeWalkMove.org featuring
infographic and data points 4. Break up infographic and feature individual visuals with
compelling headlines on Facebook 5. Use sponsored stories to drive traffic back to
BikeWalkMove.org 6. Pitch infographic to bike/transit bloggers 7. Use infographic at real-life events as “art”
Results • Infographic post had 1,768 page views on
BikeWalkMove.org • Infographic post among top-ten most clicked
posts during two-year campaign • Facebook posts featuring individual
infographics averaged: 68 likes, 10 comments, 16 shares and 83,000 impressions per post (far higher than our average numbers per post)
newsjacking
Challenge: Build momentum for a company without focusing on the product Our plan:
• Hijack Google Fiber in KC • Differentiate from Silicon Valley startups • Establish pre-launch credibility
homes for hackers
Challenge: Capitalize on Super Bowl interest to show platform’s power Our plan:
• Determine timely, spreadable content • Produce an infographic • Targeted pre-pitching (sports, social
media)
The Social Media Guide to Super Bowl XLVII
#Nemo
• Create keyword searches to uncover emerging trends
• Localize national trends. Elevate local trends.
• ABC: Always be collecting (data, that is!) • Create Twitter lists to monitor reporters &
spot timely opportunities. • Hijack existing news stories • Use “paid” to amplify reach
blogger outreach
Challenge: Drive awareness for Metro Dentalcare clinics with the key healthcare decision-maker in the family – Moms – with a limited budget and no real giveaways/product.
Our plan:
• Engage “second-tier” mommy bloggers in a campaign focused squarely on the health of their children
Two Minutes, Twice a Day for Two Weeks • Challenged 10 lifestyle bloggers to brush kids’
teeth for two minutes, twice a day for two weeks • Metro Dentalcare retweeted, featured posts • No money was spent on sponsored/paid posts • Organized St. Paul Saints baseball game as “reward”—opportunity to meet up/network
Results • 8 blogger posts • 94 comments across blogs • 60 “commitments” from readers • 52,000 impressions (Twitter, blogs,
Facebook) • 4 leads
Challenge: Drive awareness and positive sentiment for Sleep Number online while making better use of existing blogger relationships Our plan:
• Repurpose earned blogger content in different ways across owned and other Sleep Number social channels
• Look for additional ways to engage existing blogger partners
Sleep Number Blogger Outreach • Promote review posts via Facebook, Twitter • Curate posts around certain products on
Beds.com • Approach bloggers about becoming Sleep
Better Chat (Twitter chat) co-hosts • Consider using bloggers as media
spokespeople in some cases
• Bloggers value networking—use that to your advantage
• Paying bloggers isn’t always the answer—discover what really motivates them.
• Blogger outreach isn’t over when the post goes live. Look for ways to keep relationship going!
• Repurpose blogger content in different forms—Facebook, Pinterest, blog posts.
crisis communication
A Labor Negotiations Case Study • Union and COTA couldn’t reach an agreement • Red White & BOOM • Massive power outages & extreme heat • Social goal: Leverage social channels to
– Present facts – Respond to questions – Convey empathy – Amplify community need
Preparation • “Socialize” legal talking points • Draft key messages, social responses • Determine tone, aggressiveness &
positioning • Clarify approval processes
prior to the strike
Interaction on 10TV & ABC6 Facebook Pages
à
à à
à
union re-votes, strike ends
COTA Updates
COTA Responds: Customer Service
Outcome? Social media accelerated the labor negotiation process and forced a faster outcome.
• If you’re not quick, you’re not relevant
• Perception is reality • People expect near-immediate
responses • Establish approval process BEFORE
crisis strikes • Befriend the legal team
Adding “integrated” value
Be a Know It All Big agency tactics … solopreneur attention • Point-of-View Documents • One daily idea (digital AND traditional) • Breaking news
Keep clients one step ahead Solve a client’s biggest problem: No time to keep up • Monthly Trend Reports • Research: What are
other brands like us doing?
• Best practices – social/PR • Weekly/monthly e-newsletter
Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini
questions?
Arik Hanson • @arikhanson arik@arikhanson.com
photo credit: flickr.com/photos/ theilluminated
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