Post on 03-Dec-2014
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Building a Public Relations Campaign for Today’s Digital
World
The Early Days of Public Relations
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
Forrester: The Growth of Social Technology Adoption, 2008
3 out of 4 Americans use social
networkingtechnology.
Reason # 2
Because 2/3 of the global internet population use social networking sites.
Neilson, Global Places and Networked Faces, 2009
Reason # 2
Neilson, Global Places and Networked Faces, 2009
Because social networking is the 4th most popular online activity – ahead of personal email.
Internet Passing Television
In June 2009, European internet consumption reached 14.2 hours per week compared to 11.5 hours for TV.
500,000,000 users (that’s 500 million!)
10 million “fans” sign up to commercial “brand pages” every day.
There are over 140 million blogs worldwide.
There are 4.6 billion cell phones in the world
1 out of 5 people have smart phones.
Newspaper circulation is down 7 million over the last 25 years
??
The ChangingMedia Landscape
Source: Arbitron, Audit Bureau of Circulations, comScore Media Metrix, Nielsen Media
MediaConsumptionPercentage of news and information consumers receive from media each month.
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
Building Your Digital PR Toolbox
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• TRAACKR
#1 Position!
Profnet/HARO Slide
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?
The Importance of SEO/PR76,632 Searches
31,260 Searches
141,360 Searches
The Importance of SEO/PR
Whoosh Announces New International WebsiteReuters, NYC – 1 hour agoWhoosh today announced a new Website developed by legendary Internet consulting firmMolecular out of Watertown, Massachusetts. “the capabilities impressed us….” Proclaimed Whoosh CEO, Suzanna Banana
The Importance of SEO/PR
Whoosh Announces New International WebsiteReuters, NYC – 5 days agoWhoosh today announced a new Website developed by legendary Internet consulting firmMolecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana
The Importance of SEO/PR
Whoosh Announces New International WebsiteReuters, NYC – 5 days agoWhoosh today announced a new Website developed by legendary Internet consulting firmMolecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana
Fashion World Excited By New Designer’s AMAZING Web SiteVogue – 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…
Whoosh Announces New International WebsiteReuters, NYC – 5 days ago,,,Whoosh today announced a new Website developed by legendary Web-build firmMolecular out of Watertown, Massachusetts. “The capabilities impressed us…” Proclaimed Whoosh CEO, Suzanna Banana
Fashion World Excited By New Designer’s AMAZING Web SiteVogue – 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
#1 Position!
Vitale Caturano Shareholder William Kracunas Named To Boston Business Journal’s 40 Under 40 List
6 days: 28,712 Impressions!
Online Surveys
Newswire Services
Building the Integrated Campaign
• Identify customers and where they are receiving/sharing information
• Listen/Monitor Online Conversations, glean insights, reputation management
• Identify online influencers
Building the Integrated Campaign
• Craft messages for different channels
• Develop communications and online engagement strategy
• Utilize web tools to build search strategy
• Set up social media channels
Building the Integrated Campaign
• Develop actionable content (eg. press releases, whitepapers, etc.)
• Execute pro-active/reactive communications campaign
• Make adjustments as needed
• Track results
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
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
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
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
• InfoWorld – November 20, 2008:“Tech Bottomline” column by Bill Snyder (article featured Robert Kish, vice president)
• The Boston Globe – November 21, 2008 “Business 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
• 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
451 Marketing Results (in)efficient frontiers receives
almost 2,000 visitors per month
Tremendous media coverage
1st 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
Our actions resulted in $650,000!
7%
Who Is 451 Marketing?Founded in February, 2004
Headquartered in Boston with an office in Chicago
A collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists
Recently named eMarketer 2009 for the Americas by TRAVELCLICK
Google Adwords certified
7%
We work with and build great brands
7%
Our Team MembersHave represented brands like New Balance, Bank of America, Dunkin’ Donuts,Ralph Lauren - RLX, DestinationWeddings.com, Boston Celtics, RE/MAX, Allstate, SVEDKA, Gentle Giant, Rubbermaid, the Home Entertainment Show, and the Boston Red Sox.
AJ Gerritson, Founding Partner
451 Marketing21 School Street, 3rd FloorBoston, MA 02108
617-259-1605 x 204
www.451marketing.com
www.451heat.com
www.Linkedin.com/in/ajgerritson
@ajgerritson