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Integrated Communica0ons: How Marke0ng & PR Are Collabora0ng on Digital Now: The secrets of successful PR/marke0ng campaigns Presented by: George Stemper Vice President of Sales and Development @onstreammedia.com #PowerOfPR
The secrets of successful PR/
MarkeCng campaigns… from a mulCmedia
company’s perspecCve
@onstreammedia.com
#PowerOfPR
Our Point of View
MulCmedia CommunicaCons
Our services incorporate interrelated technologies that support web-‐based communicaCons. These include:
• WebcasCng • Web Conferencing • Live and Archive Video Streaming • Audio Conferencing
In and of themselves, these technologies are just tools. However, when applied to a campaign that includes Social Media, Content MarkeCng and SEO, they can become formidable in achieving MarkeCng and PR objecCves.
@onstreammedia.com
The Goal: Inbound Clients
Source: SEOmoz #PowerOfPR
Together -‐ Success
@onstreammedia.com
#PowerOfPR
MarkeCng works to sell the company’s products and services • Focus is on customers wants and needs • Plan inbound/outbound strategies for customer demand • Move goods from producers to distributors and consumers
MarkeCng mulCmedia implementaCon examples:
• Webinars. Content markeCng that generated leads.
MarkeCng’s Turf
Source: Visual.ly
• MarkeCng implementaCon examples (cont.):
• Virtual Mee0ng Exhibit Halls. Create content, drive leads and SEO
• Webcast with integrated Social Media. Live TwiWer feeds, Share & Follow Social Media, RegistraCon, Survey.
• Video. With adverCsing pre-‐roll and social media opCons
• Pay Per View video. Programs that generate revenue
• Repor0ng. Measure what maWers and opCmize accordingly
MarkeCng’s Turf
@onstreammedia.com
• PR uses mulCmedia to develop and maintain relaConships and reputaCon • PR impacts a company’s success by developing and maintaining a posiCve business environment
• PR acCviCes do not necessarily immediately contribute to the boWom line
• PR embraces knowledge of technology and social media
applicaCons that have become a requirement of the corporate skill set
PR’s Turf
@onstreammedia.com
• PR implementaCon examples:
• Investor Calls. Keeping the investment community informed
• Shareholder Communica0ons. MoCvaCng and CommunicaCng
• Crisis Communica0ons. Instant message outreach • Campaigns that include Podcasts and Video Content. To
support a company posiCon or to win-‐over a marketplace
• Collabora0ve Web Conferences. Sharing with small groups
PR’s Turf
@onstreammedia.com
#PowerOfPR
Overall observa0ons… • Inherent Blurred lines
• Social Media, Content MarkeCng and SEO have a co-‐relevance among all PR and MarkeCng acCviCes
• Communica0on is the key
• Established lines of communicaCon between all funcCons are the key to clear objecCves.
• MarkeCng, PR and social media team leaders must know about the different projects and campaigns that other teams have in progress.
• Controlling the message
• Social media can go against the corporate grain of controlling the message • When issues arise, companies have to be prepared to embrace the
dialogue, then influence and guide the conversaCons
Social Media, Content & SEO Where PR and Marke0ng Meet
@onstreammedia.com
Let’s take a look at a couple of case studies where mulCmedia was leveraged as part of a MarkeCng and PR campaign…
Social Media, Content & SEO Where PR and Marke0ng Meet
@onstreammedia.com
HubSpot
Case Study #1
@onstreammedia.com
#PowerOfPR
Case Study #1: HubSpot
• Onstream Media Client, HubSpot, Inc. has the world’s leading inbound marketing and sales platform
• They have been on a mission to make the world more “inbound”
• With that mission, what could HubSpot do to self-promote their own inbound marketing methodology…
@onstreammedia.com
#PowerOfPR
HubSpot
@onstreammedia.com
#PowerOfPR
Case Study: Their Idea! Break the Guinness World Record for the largest webinar
(2011 & 2014) 36 hours of pure content and no pitching from some of the
world’s brightest social media heavyweights The seminar was focused on bringing social and in-bound
marketing together in a compelling way!
@onstreammedia.com
#PowerOfPR
Case Study: SoluCon
@onstreammedia.com
• Inbound Strategy • Social media outreach plan • Event planning • Partnered with Hootsuite to increase reach
Marke0ng’s Contribu0on
• Guinness Book strategy • Speaker lineup • Event content • Pre & Post event coverage
PR’s Contribu0on
#PowerOfPR
Case Study: The Result! SUCCESS! A Guinness World Record!
HubSpot leveraged their online “webinar” to drive posiCve engagement across all social channels that yielded
– 10,899 aWendees – 31,100 registrants
@onstreammedia.com
#PowerOfPR
NaConal Nurses United
Case Study #2
@onstreammedia.com
#PowerOfPR
NaConal Nurses United
Onstream Media Client, National Nurses United • The largest union and professional association of
registered nurses in U.S. history. • An organization with close to 185,000 members
With the Ebola Crisis, front-line nursing caregivers, became the most vulnerable; but hospitals and the U.S. Government, were slow to act with safety standards The National Nurses United pressed for Ebola safety measures with an aggressive Marketing and PR campaign to effect change
@onstreammedia.com
Case Study: Key Challenges
• Create “best pracCces” for hospital nursing guidelines in regards to Ebola crisis
• Quickly avert a major health crisis • Amber Vinson, a Dallas nurse died from Ebola paCent contact • Time was of the essence!
@onstreammedia.com
#PowerOfPR
Case Study: Need
Achieve adoption of a new hospital standard that included:
• Full-body protective suits
• Air-purifying respirators in hospitals
• Regular training for staff at risk of exposure
• The ability for employees who report hospitals that violate the regulations. To have protection from employer retaliation.
@onstreammedia.com
#PowerOfPR
Case Study: SoluCon
@onstreammedia.com
• Outreach Campaign • Call to acCon plan • Survey • PeCCon • Live Conference Call • Live Webcast
Marke0ng’s Contribu0on
Case Study: SoluCon
@onstreammedia.com
PR’s Contribu0on • EducaCon • Promote the NaConal Event
• Media Coverage • Social Media • Talk Radio
Case Study: Result SUCCESS!
A global day of acCon with over 100,000 RN’s engaging for safeguards due to the hospital industry’s failure to act. An immediate Ebola mandate, inspired by the NNU acCon, was iniCated by Governor Brown in California to adopt standards that have become a naConal model for highest protecCon!
@onstreammedia.com
#PowerOfPR
Thank You
George Stemper Vice President of Sales and Development
Onstream Media CorporaCon 1291 SW 29th Avenue
Pompano Beach, FL 33069 Office: #954-‐917-‐6655 Mobile: #954-‐649-‐5912
Let’s con*nue the conversa*on @onstreammedia.com
@onstreammedia.com
#PowerOfPR
Case Study: SoluCon HubSpot leveraged an online “webinar” event, to drive positive
engagement across all social channels. Essentially, they leveraged Marketing and PR to generate
demand and drive awareness. • To bring social media and in-bound marketing together. • Partnered with Hootsuite to increase reach • To host a panel of Social Media heavyweights
@onstreammedia.com
#PowerOfPR
