boston chamber amplify brand with social & pr 02.01.12
TRANSCRIPT
Amplify Your Brand Using
Social Media & Public Relations
THE WAY WE COMMUNICATE
AND DO BUSINESS is changing
THE INTERNET HAS CHANGED THE
WAY WE find, share, shop, & connect
14%
of people trust peer recommendations
Only trust advertisements (Qualmann, Socialnomics, 2010)
WHO we trust
(Qualmann, Socialnomics, 2010)
HOW we spend time online
of marketers use social media for business
HOW we market
(Qualmann, Socialnomics, 2010)
How can I leverage this in my public
relations campaigns?
1. Listen
WHAT are people saying about your
brand or product/services?
WHERE are people discussing your
brand or products/services?
WHO is discussing your brand online?
AJ Gerritson
451 Marketing
Also monitor…
Industry
Competitors
#TrendingTopics News
2. Find your target audience online
and relevant media
… and target media
3. Understand tools
4. Identify key influencers
How is influence determined?
5. Define your voice
Depending on your industry, your voice can take on different tone…
Conversational/Casual News Source/Formal
6. Create and Share
Define Content Topics & Create Content
Schedule Share!
2,000 blog visitors per month
8,000+ site visitors per month - 2x more
15-30 leads from website a month
1st page search results for top 20 keywords
>$2 million in 2 months
7. Measure and Maintain
Measure
Plan
Execute
Track
Yankee Candle
Case Study
About The Yankee Candle Company, Inc.
• Leading designer, manufacturer, wholesaler, and retailer of premium scented candles
• More than 500+ locations and 25,000+ retailers in 48 countries
Overview
• Releasing a new limited-time collection, the Stars and Stripes patriotic line
• Needed to raise national awareness among The Yankee Candle demographic in time for the Memorial Day holiday weekend
Overview
• 451 Marketing identified an ideal partner in Tory Johnson, CEO of Women for Hire and author who appears regularly on ABC’s Good Morning America as its workplace contributor
• Tory was seeking out brands to feature on Memorial Day Deals segment
Challenge 1: Deal must offer significant discount
Challenge 2: Short lead time to prepare for feature
Challenge 3: Large amount of uncertainty surrounding whether feature would air
Approach • 3 large jar candles from collection for $30 – nearly 60% discount. • Deal to run for five days – from the Thursday of the feature through to midnight
Monday (Memorial Day). • Emphasis on the fact that The Yankee Candle Company manufactures its candles
in the USA, another key selling point for the patriotic themed feature.
Broadcast Results
Segment Viewership: 4,243,869
Ad Value: $658,000
Broadcast Results
Tory Johnson 12,933 Fans
Good Morning America 276,231 Fans
Yankee Candle Co. 346,044 Fans
Facebook Results
@TheYankeeCandle 3,449 Followers
@ToryJohnson 23,147 Followers
@GMA 1,720,975 Followers
Total 1,767,571 Impressions
Twitter Results
Deal Site Attention
Visitors/Month
CouponCabin 1.2 million
DealNews 1.3 million
SlickDeals 4.2 million
RetailMeNot 4.4 million
Drove 15,000 Visits
to YankeeCandle.com
>6,000 Transactions in Stores
“I just had a customer come in looking for the 3
for $30 deal. She ended up with 12 jars - we
only have 8 God Bless America jars left!! As I
typed this, the customer came back- her friend
wanted 3. As I was helping her to the door, her
other friend called and wanted 6.
A great deal this customer just had to pass
along to everyone she knew!”
-Yankee Candle Retail Employee
“Just wanted to let you know that SALES ARE ON FIRE already this morning
after the GMA segment. Phones are ringing off the hook, customers are pouring through our doors, calling their friends, bringing their
friends with them!!!! It’s simply lovely!!!” -Yankee Candle Retail Employee
>9,000 Transactions
>27,000 Candles Sold
33% New Customers
Dancing Deer Baking Co.
Case Study
Contest Results
• 5 million+ page views in 10 days
• 17,000+ entries
• Facebook fans increased 20%
• 5,000+ unique visitors to DancingDeer.com
This resulted in a maximum reach of 2.5+
million impressions on twitter!
Holiday Social Campaign
Followers 3,434
Followers 23,896
Followers 25,780
Followers 2,409
Followers 34,928
Followers 17,051
Followers 48,652
Followers 15,117
81 Targeted Blogs
$175,000+ 2 months!
1.Listen to Online Conversation 2.Find Target Audience/Media 3.Understand Tools 4.Identify Influencers 5.Define Your Voice 6.Create & Share 7.Measure & Maintain
Take-Aways
– Founded in 2004
– Based in Boston
– 30 Communications Professionals
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011
AJ Gerritson Founding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
Questions?