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