Public Relations and Social Media Recommendations
June 3, 2010
The Team George – A hands-on PR/social media pro with
more than 15 years developing creative, high-impact programs for a wide range of tech, web, and consumer electronic companies
Cheryl – With us for more than 6 years, she’s one of our “go to” consumer media placement experts, having worked on consumer and IT programs
Allie – Here for 3+ years, she’s a card-carrying gen-y’er with a lifetime of digital experience. When not engaging with social media, she can be found somewhere in the Bay Area listening to live music.
Merritt – A consumer marketing/PR expert, she has extensive experience working with a wide range of bloggers, social networks, old school print and broadcast journalists reaching virtually every consumer market segment
Bob – Strategist, counselor, coach and pinch hitter
About Us Research Planning Putting ZooLoo on the Map Budget Recommendations Why Us?
Agenda
Builds marketplace value for companies marketing technology products and services◦ Consumer technology
◦ Enterprise technology
◦ Green information technology
Works closely with all social/traditional media channels
Delivers high-impact, cost-efficient programs to generate target market awareness and action
Employs outstanding, experienced staff Believes in service, results, integrity
About Walt & Company
W-O-M
Mom Power
Celebrity Appeal
Building Influence
250+ Launches
In World
Events
Making Waves
Listening
Building Communities
Contests/ Promotions
Engaging Consumers
Social Media
Perceived Value
Big Stage
Driving Conversations
What do they think?
Facebook the most popular for 15-25 year olds◦ Twitter / MySpace are distant 2nd / 3rd
Top Social Networks
Do you use any of the following frequently?
Social Network Behavior
#1 – Stay in touch with my friends
Why do you use social networking sites?
#2 – Share photos/videos
#3 – Follow things that I like
#5 – Track fashion, music, celebrities, news, etc.
#4 – Because everyone is doing it
Limited Custom Domain Interest
Would you like your own site with a personalized address, like “yourname.com”?
YesNoNot sure
40.3% 30.6%
29.0%
Personalization Not A Priority
MySpace allows you to personalize your page design; Facebook doesn’t. How important is the ability to personalize the design of your page?
67.8%
15.3% 11.9%
5.1%
Very importantSomewhat importantA little importantNot important at all
Top privacy issue: control of information
Key Issues
Is online privacy an important issue for you, and if so, why?
Vast majority (90%) don’t blog; top reasons:◦ I don’t know what to
blog about (41%)◦ Facebook/MySpace
is good enough (39%)◦ Takes too much time/
too difficult (12%) Findings underscored
by recent PEW study Of those who blog,
most use WordPressor BlogSpot
To Blog or Not to Blog
Express my personality; share my thoughts/ideasFacebook/MySpace limit my ability to say what I want Gives me opportunity to create custom online presenceMight help me get into good school/find job/prep for careerI don’t blog
Do you currently blog or plan to blog, and if so, why?
89.7%
Our Teens Get Their News:
#1 – Online news sites
#2 – TV news
#3 – Magazines
#5 – Radio
#4 – Newspapers
Mixed bag: it’s “cool,” but not sure if/how I’d use it
“I think it's pretty cool. Allows you to go one place for all of your updates rather than each site.”
“Not into blogging. Waste of time in my opinion. I can tell my friends what I want them to know in person or via Facebook.”
“Probably not. Not interested in joining another social network.”
“It looks user friendly and fun, I would consider using it.” “I would use it, it just might be difficult to convert people
from Facebook. But it has a cool layout and design and has a lot of cool options.”
“I would be interested in using it if there was a large majority of my friends on it.”
ZooLoo First Impressions
Planning
Millennials/Generation Y – born between 1980-2000
◦ Sweet spot: 16-24 years olds High school upper classes College students
◦ M/GY Verticals Bands/music Celebrities Fashion Gamers Sports enthusiasts Techies Young professionals
Target Audience
Explore opportunities with additional target
groups
ZooLoo’s key differentiators aren’t resonating The ZooLoo value proposition is eclipsed
◦ The “Facebook effect”◦ The “blog problem”◦ Noisy, dynamic space◦ Tumblr has head start
There isn’t a ZooLoo positioning silver bullet…at least, not yet◦ Social positioning evolves with increased user
participation◦ Facebook, Twitter and MySpace are positioned/
perceived differently today than in the beginning Perception is the reality…literally
The Challenge• Tumblr Makes Blogging Blissfully
Easy - New York Times
• Facebook's Privacy Woes Make Little Impact on Growth – BusinessWeek
• Tumblr: 'We're pretty opposed to advertising‘ – Los Angeles Times
• Why MySpace Can Still Win as a Music Destination
• Facebook Obliterates Rivals in Google List of Top Sites – PCMag.com
• Facebook privacy? Who cares? – MSNBC.com
• “Social networking overload”1,020,000 Google results
Building critical mass fast, is critical ZooLoo must be viewed as fun, cool and providing
immediate, real “benefits”◦ Users need a reason to test drive
An aggressive, multi-tiered, interlacing PR, social media and marketing strategy is required◦ Must be flexible to adjust on the fly
Promoting ZooLoo isn’t exclusively about de-positioning others
Positioning will be developed in parallel…and will evolve over time◦ Initiatives will illuminate user interests◦ Gather real-time feedback◦ Customer/consumer research
Our Take
1. Use PR/social media programs to build a critical mass of ZooLoo users
◦ 200,000 ZooLoo pages in 12 months
2. Work with ZooLoo to keep users committed
◦ Increase current retention rate through ongoing communications activities
Objectives
Push/Pull Communications
Drive ZooLoo awareness
via traditional media and
marketing channels to“prime the pump”
Leverage social mediacapabilities and pop
culture/real-time issues
to spur excitement
Excitement
Engagement
Involvement
Commitment
Strategic Approach
Putting ZooLoo on the Map
Introduce ZooLoo
Leverage Pop
Culture
Build Relationsh
ips
Drive ZooLoo
Awareness
1. ZooLoo Communications Offensive
1:1 meetings with consumer/tech media, bloggers in August◦ Strategic direction◦ Underscore ZooLoo differentiators/benefits◦ Initiate relationships with key influencers◦ Leverage trends/issues impacting space
Sample target media:◦ About.com, BusinessWeek, Chip Chick Blog, CNET, Computer
Shopper, Consumer Reports, Engadget, Esquire, Gizmodo, O Magazine, Mac|Life, Macworld, Maxim, New York Times, PCMag.com, PC World, Real Simple, USA Today, Wall Street Journal
ZooLoo On The RoadIntroduce
ZooLoo
Hands-on ZooLoo
Give journalists/bloggers free ZooLoo upgraded accounts
Underscore ZooLoo differentiators Generate “reviews” ranging from complete
testing to user-generated comment◦ Develop user tip sheet highlighting key ZooLoo
benefits Grow ZooLoo network through positive
WOM
Build Relationshi
ps
Initiatives leveraging timely issues◦ Privacy◦ Decline of MySpace
Track calendar opportunities◦ Graduation: push online portfolio benefits and value-
adds◦ Ed cal – Profnet/HARO
Company news releases ZooLoo “meter”
◦ Poll ZooLoo community regarding unusual/fun topics
Proactive NewsDrive
ZooLooAwarenes
s
Leverage eclipse debut to attract new members
Create and promote vampire templates° Twilight-themed templates° Released just prior to eclipse opening, June 30
Drive communications through social networks◦ Twilight saga fan groups ◦ Facebook, Twitter, MySpace
Leverage Pop
Culture ZooLoo “eclipse”
Regular creative sessions with ZooLoo team to drive ongoing, retention-oriented content/activities◦ “Funniest summer photo” contest◦ “Best-of ZooLoo” blog posts◦ “Embarrass your friends” photos/videos◦ “My playlists are better than your playlists”◦ ZooLoo-er of the month◦ ZooLoo “BS Meter”
Publicize on ZooLoo home page, blog Create dedicated pages, where appropriate
Creative Content Leverage Pop
Culture
Monitor relevant discussions and issues on key social networks and blogs◦ ZooLoo, competitive sites, issues, e.g., privacy
Identify response opportunities◦ Establish ZooLoo response team ◦ Develop database of messages addressing key
issues◦ Track impact/results of ZooLoo participation
Analyze comments to determine program priorities
Discussion ManagementDrive
ZooLooAwarenes
s
Incentivized viral contest to rapidly register large numbers of new ZooLoo members Conduct U.S. search for ZooLoo “ZooCrew” Five winners receive $10,000 college
scholarship Encourage contestants to bring friends,
families, networks to ZooLoo Goal:
◦ Engage .0005% of the 70 million Millennials/G-Y, 30K – 40K active ZooCrew users
◦ Each candidate to enlist the support of 5 others, generating 150 – 200K ZooLoo pages
2. The ZooLoo “ZooCrew”
Media/social media blitz announcing contest, then winners◦ Press releases ◦ Social network posts◦ ZooLoo banners◦ ZooCrew page to issue daily updates◦ Consider social media application/game
Leverage all media channels◦ www.collegescholarship.com◦ High school/higher ed trade media
Create ZooCrew widget/icon for winner Graffiti pages/personal social networks
Media/Social Media Blitz
Z
Click
ZooCrew Promotion
Think you have what it takes to be in the Crew?
Are you cool and connected? Do you lead…or just lag? Do move fast, have fun and like to leave your mark? If you do…
Join the ZooCrew – and get a chance to win a $10,000 scholarship!
Enter or Vote Now!
Z
Leverage power of demographically-focused radio to generate visibility for ZooLoo and ZooCrew◦ Immediate and minimal production required
Give away tickets to summer concerts in major markets◦ Black Eyed Peas◦ Carrie Underwood◦ Jonas Brothers◦ Lady Gaga◦ Rihanna◦ Taylor Swift
ZooCrew Radio Promo
“As part of the ZooLoo “ZooCrew” contest, ZooLoo, a cool new social networking site, is giving away two free tickets to the Lady Gaga concert next Wednesday to lucky caller number seventeen. Even better, five ZooCrew finalists will each win a ten thousand dollar college scholarship. If you’re interested, check ‘em out at www.zooloo.com.”
“And we’ve got a winner for the ZooLoo ZooCrew Lady Gaga tickets. It’s XX YY from ZZ. ◦ DJ – “XX, you’re going to see Lady Gaga.”◦ XX – “Excellent! I can’t wait!”◦ DJ – “XX do you use sites like Facebook, Twitter, MySpace?”◦ XX – “Yes, all the time.”◦ DJ – “Well if you haven’t already, check out ZooLoo at www.zooloo.com.
It makes it easy to manage everything that you’re currently using in a free, personalized and secure site on the web under your own name.”
ZooCrew Radio Promo
Click
Summer Concert Tix Promotion
ZooLoo is giving away tickets to this summer’s hottest concerts!
Stay tuned to MOViN 99.7 to win!
Nationwide ZooLoo contest targeting seniors $50,000 to the school with largest ZooLoo
community Goal:
◦ Engage 1,500 – 2,000 high schools in the Pimp My Prom program; 5% of 37,100 US high schools
◦ Each participating school to enlist an average of 500 students and affiliated supporters
◦ Goal of 750K – 1.5 million new ZooLoo pages
3. Pimp my Prom
Individual or group of students to administer a school’s ZooLoo “Pimp My Prom Page”◦ Program kicks-off Sept. 15, 2010
The administrators to encourage other students and affinity organizations to set up their own ZooLoo pages and link to the school’s Pimp My Prom page
School with the largest ZooLoo community wins◦ Program winner announced Jan. 15, 2011
Pimp My Prom Logistics
Program announced via: ◦ News release◦ Student blog push◦ ZooLoo communications◦ The American Student Government Association
database Interviews with school newspaper editors Tab/button tracking participating schools ZooLoo page issuing daily updates
◦ Leveraging Facebook, Twitter, MySpace Winners announced/publicized
Pimp My Prom PR
Click
Pimp My Prom Promotion
ZooLoo Wants to Pimp your Prom!
How would you like to help your school host a Senior Prom that will go down in the record books? Well, ZooLoo wants to help. That’s why were giving away $50,000 to help one U.S. high school do just that. Our new “Pimp My Prom” contest will provide everything needed to help your school design the coolest prom around.
You want a red carpet? No problem. Searchlights? Done. Limo service for all guests? Yep.
Introduce ZooLoo to 50,000 college students Conduct tour of major college football games
◦ 80K+ stadium seating 5K ZooLoo caps per game to promote brand/contest Award five $10K scholarships to students who
participate in the ZooLoo Touchdown Tour contest ZooLoo wrapped car/van and canopy in high-traffic site
◦ 10-20 students/school to assist Create ZooLoo pages for each school
visited to track entrants and award winners◦ Real-time updates, videos photos of games,
entrants and contest status Goal:
◦ 50K new ZooLoo pages
4. ZooLoo Touchdown Tour & Scholarship Contest
Upload photo to ZooLoo page wearing hat◦ Encourage creativity
Random drawings for scholarships
Contest Logistics
Work with universities to secure priority
stadium location
Pre-Tour College, local media
the week before ◦ Newspapers◦ Radio◦ websites
Highlight week’s game on ZooLoo home page◦ Banner ads◦ Images of SUV on
road/on campus
Visit campus early◦ Post flyers◦ Coordinate with
student hires
Set up dedicated school pages
Tour Promotion
Click
Touchdown Tour – Alabama Page
Pre-Tour College, local media
the week before game◦ Newspapers◦ Radio◦ websites
Highlight week’s game on ZooLoo home page◦ Banner ads◦ Images of SUV on
road/on campus
Arrive on campus on Thurs.◦ Post flyers◦ Coordinate with student
hires
Set up dedicated school pages
Tour PromotionGame Day
Promotion at SUV/canopy site(s) Hat giveaways Flyers Student engagement
‣ Media coverage breaks
‣ Multimedia blitz° See, scan, text, talk, TV,
visit
Scholarship Contestant Page
Pre-Tour College, local media
the week before game◦ Newspapers◦ Radio◦ websites
Highlight week’s game on ZooLoo home page◦ Banner ads◦ Images of SUV on
road/on campus
Arrive on campus on Thurs.◦ Post flyers◦ Coordinate with student
hires
Set up dedicated school pages
Tour PromotionGame Day
Promotion at SUV/canopy site(s) Hat giveaways Flyers Student engagement
‣ Media coverage breaks
‣ Multimedia blitz° See, scan, text, talk, TV,
visit
Post-Tour Follow-on push to
universities and local media Photos/videos Winners release
‣ Daily blog on individual school pages Links to photos/blogs on
school member pages
‣ Publicize winners/ program ZooLoo home page Social/traditional media
Program Measurement &
Budget Recommendations
Track ZooLoo user/page growth with PR program implementation◦ Leverage ZooLoo site analytics
Monthly snapshot of high-level metrics◦ Quantity and tonality of posts/placements◦ Sound bites, awards, and accolades
Metrics and Reporting
Budget
Program Element Initial Cost Estimate
Communications Offensive•Proactive News•Written Materials•Measurement & Ongoing Planning
$151,500
ZooLoo ZooCrew $135,500
Pimp My Prom $92,500
ZooLoo Touchdown Tour $298,000
Budget
Why Walt & Company?
Creativity
Efficiency
Strategy
Execution
Results
and
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