CREATING INTEGRATED ONLINE PR CAMPAIGNS

Duane “DJ” Sprague

PR

Marketing Communication

s

• Investor relations• Media relations• Public relations

• Press releases• Media pitching• Media events• Press

conferences

Advertising

Typical Questions:• What do they

do?• What’s the ROI?

1950’s – 1990’s Marketing 4 Ps:•Product •Price

•Place •Promotion:

Channel/Consumer

Social Media and PR

Marketing Communication

s

Advertising

2000 – 2008Marketing 4 Ps:•Product •Price

•Place •Promotion:

Channel/Consumer• Investor relations

• Media relations• Public relations• Consumer events• Contests/promotions• Corporate responsibility

• Social• Environmental

• SEO• Online reputation

management • Social media engagement • Online content

Social Media and PR

Marketing Communication

s

• Investor relations• Media relations• Public relations• Consumer events• Contests/promotions• Corporate responsibility

• Social• Environmental

• SEO• Online reputation

management • Social media engagement • Online content

Advertising

2008 – TodayMarketing 4 Ps:•Product •Price

•Place •Promotion:

Channel/Consumer

• Online advertising• SEO• Online

Contests/promotions• Online content

MarketingAdvertisingPromotionsPREvents BlogsSocial Media

Integrated Marketing

Communications

MarketingAdvertisingPromotionsPREvents-Contests Blogs-SEOSocial Media-SEO

Integrated Marketing

Communications:The PR Side

Microsite

Blog

YouTube

Media Pitch

Bottom-up approach to PR starts with the online support

The online support creates more impressions, and a place for media and consumers to go for more information

Strategy: Create Brand Ambassadors 1. Create a social media hub: Ford Social @

social.ford.com 2. Create an event website3. Create social media channels 4. Recruit 100 top bloggers within the target

demographic to drive the Fiesta and blog about it5. Recruit college students as ambassadors to drive the

car and create interest

https://www.youtube.com/watch?v=CyD653QnM3Y

1. With a decrease in corporate trust, and a market demand for transparency and authenticity, you need to allow the community to create trust for your brand.

2. Reach out to those who are listening and let them do the talking for you.

3. Let the market know that you are real people just like them and you are passionate about what you do and your brand.

The 7 secrets to Fords Social Media Marketing Success

The 7 secrets to Fords Social Media Marketing Success (Continued)4. Create a contest involving Social Media. To be selected to drive a Ford Fiesta for six months – select 100 of those who are “socially vibrant”

5. Aggregate the content on Fords Fiesta Movement website (crowd sourcing content) without editing it!

6. Implement multiple Social Media channels such as Facebook, Twitter and YouTube to create digital buzz.

7. Get the executive team on board.

The Results

• 11 million Social Media impressions

• 5 million engagements on social networks (people sharing and receiving)

• 11,000 videos posted

The Results

• 15,000 tweets.. not including retweets• 13,000 photos posted• 50,000 hand raisers who have seen the product in

person or on a video who want to know more when it comes out, and 97% of those don’t currently drive a Ford

The Results

• 38% Gen Y product awareness, with zero traditional advertising (the Ford Fusion doesn’t have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend).

• Following the Fiesta movement the launch did run a traditional marketing campaign including  TV, print and outdoor.

• 10,000 Fiesta’s sold in the first 6 days on the US market.

CHILD ABUSE PREVENTION MONTH

Strategy: Create a Freemium Around a Holiday and Content • Create a Child Abuse Prevention Month landing page• Load topical videos on YouTube• Use blogs, Facebook and Twitter to promote the free

videos and webinar• Create a free webinar hosted by a child abuse expert • Send a press release for additional exposure

The Results

• Landing page: 3,641 views• Eight video segments: 4,783 views• Webinar Registrations: 283

Resources• http://www.jeffbullas.com/2010/02/18/the-7-secrets-to-fords-social-media-mar

keting-success/

• http://www.scottmonty.com/• http://www.thecasecentre.org/educators/products/view?id=92842• Learning Resource: http://

www.marketingprofs.com/marketing/library/casestudies/100/social-media• http://sites.tcs.com/social-business-study/social-media-in-marketing/• http://

www.businessweek.com/managing/content/jan2010/ca2010018_445530.htm• http://www.brandingmagazine.com/2013/02/25/ford-fiesta-movement-

remixed/