t lee pr social search final

Traditional Isn’t Enough:Amplifying Your PR Messages with Social and Search

Thomas LeePartner

617-986-0223

tlee@451marketing.com

linkedin.com/in/tomlee451

@TomLee451

www.451Marketing.com

The Way We Find and Consume Information Has Evolved

Broadcast

Broadcast Dialogue

Worldwide, 88,000,000,000 searches are conducted on Google per month.

34,000 Per Second

2,000,000 Per Minute

121,000,000 Per Hour

3,000,000,000 Per Day

Search engines are increasingly important

33% of US consumers spend at least 3 hours online every day.

Source: The Media Audit (10/11)

(Qualmann, Socialnomics, 2010)

And, of that time….

…1 in 8 minutes on Facebook

January 15, 2009

>50%of people have learned about breaking news via social media rather than an official news source

46%of people get their news online

at least 3X a week

R.I.P.PUBLIC

RELATIONS

While social media is now a top news source, traditional outlets still dominate

TV

Newspaper

Social Media

Radio60%

29% 28% 19%

Public Relations +

Social Media

Search+

How Do You Amplify Your Public Relations Messages?

1. Monitor Your Brand

Also monitor…Industry

Competitors

#TrendingTopicsNews

2. Identify Brand Goals

What products are you trying to promote?

What are your marketing and sales teams trying to achieve?

What messages are important to your company and senior management?

What part of your business are you trying to grow?

Who is your target audience and market?

Ask Yourself: How can public relations support and enhance these efforts?

…to Achieve Brand Goals

1. Develop key messaging2. Build targeted media list based on

your audience3. Establish a plan of attack

• Events • Promotional campaigns• Wire Releases

4. Identify internal thought leaders to pitch as sources

Develop a Strategic PR Plan…

3. Choose Your Social Platforms

Social Media …

Offers ImmediacyMakes Everyone a ‘Reporter’

Makes News and Messages Mobile

Disseminates Messages Quickly

Based on your audience and messages, different platforms

may be appropriate

But…

Who uses Twitter?

54.6%

45.5%41.5%

42.3%

18-29

Other

31-49

140 Million Users

340 Million Tweets Per Day

Use Twitter to:• Share updates about brand, products,

personalities, events• Find industry influencers• Monitor brand sentiment• Build relationships with media• Link back to online properties• Leverage trending topics with #hashtags• Respond to online and offline crises

900 Million Users

Average user has 130 friendsAverage visit lasts 23 minutes46% of users are over the age of 45

57% of Facebook users are female

Use Facebook to:• Post content including blog posts, photos,

video, and other and updates about brand, products, events

• Stay connected and interact with existing customers

• Built in focus group• Link back to online properties

>150 Million

43 years old/$107,000 annual income

(a new member joins every second)

Members

>880,000 groups

42%

58%

Use LinkedIn to:• Post content to demonstrate knowledge

within an industry or field• Interact with group members to build

relationships and demonstrate expertise• Sales tool• Talent acquisition • Link back to online properties

Hosts >77 Million Blogs

55% more web traffic

Companies With a

70%more leads

57%have acquired a customer through their blog

Goals for Using a Blog (Like WordPress):• Central hub for thought leadership and brand

voice development• Increase traffic to Website, online visibility• Establish company representatives as thought

leaders and expert sources• Show personality

And Don’t Forget To Follow Your Company’s

4. Use Your Keywords and Phrases

Use Your SEO Keywords in Messaging

5. Put Tracking Measures in Place

5. Put Tracking Measures in Place

6. Send Out Optimized Messages

Goal-Focused MessagingKeywords and Phrases

Social Media Best Practices+ Tracking

Optimized Digital Messaging

Press Releases Social Media Messages

6. Send Out Optimized Messages

BBJ Pacesetters

7. Measure Results

…and Adapt

In Review1. Monitor your brand2. Identify brand goals3. Choose appropriate platforms4. Use search keywords5. Track6. Send optimized messages7. Measure and adapt

Case Study: Dancing Deer Baking Co.

Case Study: Dancing Deer Baking Co.Goals:• Increase brand awareness in time for their busy holiday

season (Thanksgiving-New Years) – in late October

Approach:• Targeted bloggers and other influencers who were

relevant to target demographic using online product review and giveaway program

• Invited a select group for an on-site tour of factory in full production mode

• Associated brand with annual “Social Strategists to Watch” list - honorees received a surprise congratulatory gift from Dancing Deer

• Used branded keywords throughout

Case Study: Dancing Deer Baking Co.

5 million+ page views in 10 days

17,000+ contest entries

Facebook fans +20%

5,000+ unique visitors to DancingDeer.com

+2.5 million Twitter impressions

81 Targeted Blogs national coverage including USA Today, “Wake Up With Al,” Fox

Business, “Daily Candy,” Forbes

$175,000+in less than 2 months!

Case Study: International Healthcare Publishing

Case Study: International Healthcare PublishingGoals:• Increase online sales and create buzz for a specialty publication for nurses

• Increase dialogue around and awareness of the publication using

Facebook as a fan gate and alternative point of purchase

Approach:• PR – identify and pitch key influencers in online

nursing community

• Search – Facebook ads and PPC to promote Facebook page

• Social – created Facebook POS and executed engagement tactics – quizzes, contests, polls

Case Study: International Healthcare Publishing

13,265% increase in Facebook likes in first week

12,278,000 impressions on Facebook in one week

Through blogger outreach and search optimized releases, the team was able to secure coverage for the client in industry blogs viewed regularly by the target community.

Case Study: The Yankee Candle Company

Case Study: The Yankee Candle CompanyGoals:Goal was to raise national awareness around “Stars and Stripes” patriotic line among key demographics by leveraging the Memorial Day holiday weekend

Challenges:451 Marketing identified an ideal partner in Tory Johnson, a regular guest on “Good Morning America.” There were several challenges presented with this opportunity:

1. Deal must offer significant discount2. Short lead time3. Large amount of uncertainty surrounding whether

feature would air

*Traditionally, Tory Johnson deal segments on GMA had yielded between 900 and 1,500 transactions per deal*

Case Study: The Yankee Candle Company

Approach:• 3 large candles for $30 – nearly 60% discount

• Deal to run for five

• Focus on USA manufacture of Yankee Candles

• Multi-channel approach utilizing social media and traditional tactics

Case Study: The Yankee Candle Company

Results:Segment viewership: 4,243,869Ad value: $658,000

>1.7 million Twitter impressions > 600,000 Facebook impressions

More than 9,000 transactions6,000 transactions in stores33% first time customers

Questions?

– Founded in 2004

– Based in Boston

– 30 Communications Professionals

– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee

– Named a 2011

Thomas LeePartner

617-986-0223

tlee@451marketing.com

linkedin.com/in/tomlee451

@TomLee451

www.451Marketing.com