Innovating in a Social World

Heather Whaling • @prTini heather@gebencommunication.com

prtini.com

next-generation PR:

67%

10%

PR innovation is lagging

PR is highly innovative

Source: Holmes Report

Source: http://www.flickr.com/photos/86979666@N00/

65%

50%

Brands participate in influencer marketing

Influencers report being paid for a sponsored post/article

Source: flickr/com/photos/cristiano_betta

infuse creativity:

GOAL: •  Launch iPad app •  Grow social footprint •  UGC for off-season

PRIZES: Backyard redesign (via Pinterest) $1000 to implement Daily gift cards

Results •  6,000+ website visits •  150+ photos submitted •  130 participants’ email addresses collected •  Facebook audience tripled •  #GrowInspired reached 60,000 people

Our Approach: •  6 local Instagram-ers as

“RunFest Ambassadors” •  Promoted RunFest + shared

event photos •  Result: @cbusmarathon

had 300+ Instagram followers within one week of launching

Instagram case study: @cbusmarathon

Countdown to race day: •  Launched 2013 “Instagram

Ambassador” program 50 days prior to race day

•  Ambassadors share weekly training photos for @cbusmarathon to regram and share on the blog

•  Result: 700 followers in 3 months

•  Pittsburgh Marathon: 720 followers in the last year

•  NYC Marathon: 445 followers

Instagram case study: @cbusmarathon

Source: http://www.flickr.com/photos/gperspective/

intent à trust

KEY QUALITIES •  peer-to-peer •  “buy and share” •  currency = trust

collaborative consumption

not just for hipsters …

PR Goals:

•  Change perceptions

•  Build collaboration

•  Innovate best practices

•  Educate

•  DRIVE SALES

Content Buckets: •  Innovation in Action •  Relationship-driven Business •  Cleveland (Ohio) Rocks •  Paving the Way Through Leadership •  Madison: Up Close & Personal

Sparks Innovation Center: Crowdsourced product

development

Results: •  Hundreds of submissions •  17% company growth •  37% new sales growth

add a layer of technology

media relations •  Tip: Create Twitter lists to

track key reporters •  Better targeting •  Access to reporters before,

during and after the pitching process

amplify media placements:

sponsorships

disclosures

disclosures + social media

60%

~60%

consult social media to research investment opportunities

consult press releases, financial magazines & websites

40% investors under 40 consult social media to research investment opportunities

Source: Marketwired [client]

social disclosures

•  SEC: Catching up to the market. •  Then: News releases + websites •  Now: Simultaneous disclosures across

social channels –  Identify who is shaping online discussions, – Create opportunities for engagement measure

impact – Measure impact

data-driven PR

Source: flickr/com/photos/gsfc

Timely infographics •  Mashable, Yahoo!

Sports, ESPN.com •  Increased traffic 360% •  Opened new doors in

sports vertical

Research & surveys •  Wall Street Journal,

Business Insider, TechCrunch

•  Established as thought leader on social disclosure

bridge the digital-physical divide

Meet Dave, @MVNUSID

case study Outback Uses Surprise & Delight to Celebrate @MVNUSID’s Birthday

Surprise: •  $45 gift certificate for Dave •  Outback backpack •  40 individually wrapped presents

for Dave to distribute Amplification: •  39 videos •  Jack Hanna on local TV •  Debbie Gibson on YouTube

tweet & go seek

crisis communication

decision making

Source: flickr/com/photos/crossprocess

A Labor Negotiations Case Study •  Union and COTA couldn’t reach an

agreement •  Red White & BOOM •  Massive power outages & extreme heat •  Social goal: Leverage social channels to

–  Present facts – Respond to questions –  Convey empathy –  Amplify community need

Preparation •  “Socialize” legal talking points •  Draft key messages, social responses •  Determine tone, aggressiveness &

positioning •  Clarify approval processes

prior to the strike

Facebook

Interaction on 10TV & ABC6 Facebook Pages

à

à à

à

union re-votes, strike ends

COTA Updates

COTA Responds: Customer Service

Outcome? Social media accelerated the labor negotiation process and forced a faster outcome.

•  If you’re not quick, you’re not relevant

•  Perception is reality •  People expect near-immediate

responses •  Establish approval process BEFORE

crisis strikes •  Befriend the legal team

the new PR pro

@jasonfalls @petershankman @alizalicht @prsarahevans

Disrupt the status quo. Build awareness.

Acquire customers. Excel in the social world.

Increase sales. Innovate best practices.

Heather Whaling • @prTini heather@gebencommunication.com

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