Next-Gen PR: Innovating in a Social World
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Innovating in a Social World
Heather Whaling • @prTini [email protected]
prtini.com
next-generation PR:
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67%
10%
PR innovation is lagging
PR is highly innovative
Source: Holmes Report
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Source: http://www.flickr.com/photos/86979666@N00/
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65%
50%
Brands participate in influencer marketing
Influencers report being paid for a sponsored post/article
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Source: flickr/com/photos/cristiano_betta
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infuse creativity:
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GOAL: • Launch iPad app • Grow social footprint • UGC for off-season
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PRIZES: Backyard redesign (via Pinterest) $1000 to implement Daily gift cards
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Results • 6,000+ website visits • 150+ photos submitted • 130 participants’ email addresses collected • Facebook audience tripled • #GrowInspired reached 60,000 people
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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
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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
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Source: http://www.flickr.com/photos/gperspective/
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intent à trust
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KEY QUALITIES • peer-to-peer • “buy and share” • currency = trust
collaborative consumption
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not just for hipsters …
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PR Goals:
• Change perceptions
• Build collaboration
• Innovate best practices
• Educate
• DRIVE SALES
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Content Buckets: • Innovation in Action • Relationship-driven Business • Cleveland (Ohio) Rocks • Paving the Way Through Leadership • Madison: Up Close & Personal
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Sparks Innovation Center: Crowdsourced product
development
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Results: • Hundreds of submissions • 17% company growth • 37% new sales growth
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add a layer of technology
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media relations • Tip: Create Twitter lists to
track key reporters • Better targeting • Access to reporters before,
during and after the pitching process
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amplify media placements:
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sponsorships
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disclosures
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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]
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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
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data-driven PR
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Source: flickr/com/photos/gsfc
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Timely infographics • Mashable, Yahoo!
Sports, ESPN.com • Increased traffic 360% • Opened new doors in
sports vertical
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Research & surveys • Wall Street Journal,
Business Insider, TechCrunch
• Established as thought leader on social disclosure
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bridge the digital-physical divide
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Meet Dave, @MVNUSID
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case study Outback Uses Surprise & Delight to Celebrate @MVNUSID’s Birthday
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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
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tweet & go seek
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crisis communication
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decision making
Source: flickr/com/photos/crossprocess
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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
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Preparation • “Socialize” legal talking points • Draft key messages, social responses • Determine tone, aggressiveness &
positioning • Clarify approval processes
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prior to the strike
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Interaction on 10TV & ABC6 Facebook Pages
à
à à
à
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union re-votes, strike ends
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COTA Updates
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COTA Responds: Customer Service
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Outcome? Social media accelerated the labor negotiation process and forced a faster outcome.
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• 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
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the new PR pro
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@jasonfalls @petershankman @alizalicht @prsarahevans
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Disrupt the status quo. Build awareness.
Acquire customers. Excel in the social world.
Increase sales. Innovate best practices.
Heather Whaling • @prTini [email protected]
subscribe: bit.ly/prTini