Upload
geben-communication
View
5.173
Download
0
Tags:
Embed Size (px)
DESCRIPTION
PR has an innovation problem. In this presentation, Heather Whaling (@prTini) shares tips and case studies to help PR people infuse tactics with creativity and innovation to generate better outcomes.
Citation preview
Innovating in a Social World
Heather Whaling • @prTini [email protected]
prtini.com
next-generation PR:
67%
10%
PR innovation is lagging
PR is highly innovative
Source: Holmes Report
Source: http://www.flickr.com/photos/86979666@N00/
65%
50%
Brands participate in influencer marketing
Influencers report being paid for a sponsored post/article
Source: flickr/com/photos/cristiano_betta
infuse creativity:
GOAL: • Launch iPad app • Grow social footprint • UGC for off-season
PRIZES: Backyard redesign (via Pinterest) $1000 to implement Daily gift cards
Results • 6,000+ website visits • 150+ photos submitted • 130 participants’ email addresses collected • Facebook audience tripled • #GrowInspired reached 60,000 people
Our Approach: • 6 local Instagram-ers as
“RunFest Ambassadors” • Promoted RunFest + shared
event photos • Result: @cbusmarathon
had 300+ Instagram followers within one week of launching
Instagram case study: @cbusmarathon
Countdown to race day: • Launched 2013 “Instagram
Ambassador” program 50 days prior to race day
• Ambassadors share weekly training photos for @cbusmarathon to regram and share on the blog
• Result: 700 followers in 3 months
• Pittsburgh Marathon: 720 followers in the last year
• NYC Marathon: 445 followers
Instagram case study: @cbusmarathon
Source: http://www.flickr.com/photos/gperspective/
intent à trust
KEY QUALITIES • peer-to-peer • “buy and share” • currency = trust
collaborative consumption
not just for hipsters …
PR Goals:
• Change perceptions
• Build collaboration
• Innovate best practices
• Educate
• DRIVE SALES
Content Buckets: • Innovation in Action • Relationship-driven Business • Cleveland (Ohio) Rocks • Paving the Way Through Leadership • Madison: Up Close & Personal
Sparks Innovation Center: Crowdsourced product
development
Results: • Hundreds of submissions • 17% company growth • 37% new sales growth
add a layer of technology
media relations • Tip: Create Twitter lists to
track key reporters • Better targeting • Access to reporters before,
during and after the pitching process
amplify media placements:
sponsorships
disclosures
disclosures + social media
60%
~60%
consult social media to research investment opportunities
consult press releases, financial magazines & websites
40% investors under 40 consult social media to research investment opportunities
Source: Marketwired [client]
social disclosures
• SEC: Catching up to the market. • Then: News releases + websites • Now: Simultaneous disclosures across
social channels – Identify who is shaping online discussions, – Create opportunities for engagement measure
impact – Measure impact
data-driven PR
Source: flickr/com/photos/gsfc
Timely infographics • Mashable, Yahoo!
Sports, ESPN.com • Increased traffic 360% • Opened new doors in
sports vertical
Research & surveys • Wall Street Journal,
Business Insider, TechCrunch
• Established as thought leader on social disclosure
bridge the digital-physical divide
Meet Dave, @MVNUSID
case study Outback Uses Surprise & Delight to Celebrate @MVNUSID’s Birthday
Surprise: • $45 gift certificate for Dave • Outback backpack • 40 individually wrapped presents
for Dave to distribute Amplification: • 39 videos • Jack Hanna on local TV • Debbie Gibson on YouTube
tweet & go seek
crisis communication
decision making
Source: flickr/com/photos/crossprocess
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
the new PR pro
@jasonfalls @petershankman @alizalicht @prsarahevans
Disrupt the status quo. Build awareness.
Acquire customers. Excel in the social world.
Increase sales. Innovate best practices.
Heather Whaling • @prTini [email protected]
subscribe: bit.ly/prTini