T lee pr social search final
-
Upload
451-marketing -
Category
Technology
-
view
689 -
download
1
Transcript of T lee pr social search final
![Page 1: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/1.jpg)
Traditional Isn’t Enough:Amplifying Your PR Messages with Social and Search
![Page 2: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/2.jpg)
Thomas LeePartner
617-986-0223
linkedin.com/in/tomlee451
@TomLee451
www.451Marketing.com
![Page 3: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/3.jpg)
The Way We Find and Consume Information Has Evolved
![Page 4: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/4.jpg)
Broadcast
![Page 5: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/5.jpg)
![Page 6: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/6.jpg)
Broadcast Dialogue
![Page 7: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/7.jpg)
![Page 8: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/8.jpg)
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
![Page 9: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/9.jpg)
33% of US consumers spend at least 3 hours online every day.
Source: The Media Audit (10/11)
![Page 10: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/10.jpg)
(Qualmann, Socialnomics, 2010)
And, of that time….
…1 in 8 minutes on Facebook
![Page 11: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/11.jpg)
January 15, 2009
![Page 12: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/12.jpg)
![Page 13: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/13.jpg)
![Page 14: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/14.jpg)
>50%of people have learned about breaking news via social media rather than an official news source
![Page 15: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/15.jpg)
46%of people get their news online
at least 3X a week
![Page 16: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/16.jpg)
R.I.P.PUBLIC
RELATIONS
![Page 17: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/17.jpg)
While social media is now a top news source, traditional outlets still dominate
TV
Newspaper
Social Media
Radio60%
29% 28% 19%
![Page 18: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/18.jpg)
Public Relations +
Social Media
Search+
![Page 19: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/19.jpg)
How Do You Amplify Your Public Relations Messages?
![Page 20: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/20.jpg)
1. Monitor Your Brand
![Page 21: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/21.jpg)
![Page 22: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/22.jpg)
Also monitor…Industry
Competitors
#TrendingTopicsNews
![Page 23: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/23.jpg)
2. Identify Brand Goals
![Page 24: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/24.jpg)
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?
![Page 25: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/25.jpg)
…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…
![Page 26: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/26.jpg)
3. Choose Your Social Platforms
![Page 27: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/27.jpg)
Social Media …
Offers ImmediacyMakes Everyone a ‘Reporter’
Makes News and Messages Mobile
Disseminates Messages Quickly
![Page 28: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/28.jpg)
Based on your audience and messages, different platforms
may be appropriate
But…
![Page 29: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/29.jpg)
Who uses Twitter?
54.6%
45.5%41.5%
42.3%
18-29
Other
31-49
140 Million Users
340 Million Tweets Per Day
![Page 30: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/30.jpg)
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
![Page 31: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/31.jpg)
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
![Page 32: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/32.jpg)
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
![Page 33: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/33.jpg)
>150 Million
43 years old/$107,000 annual income
(a new member joins every second)
Members
>880,000 groups
42%
58%
![Page 34: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/34.jpg)
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
![Page 35: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/35.jpg)
Hosts >77 Million Blogs
55% more web traffic
Companies With a
70%more leads
57%have acquired a customer through their blog
![Page 36: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/36.jpg)
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
![Page 37: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/37.jpg)
And Don’t Forget To Follow Your Company’s
![Page 38: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/38.jpg)
4. Use Your Keywords and Phrases
![Page 39: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/39.jpg)
Use Your SEO Keywords in Messaging
![Page 40: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/40.jpg)
5. Put Tracking Measures in Place
![Page 41: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/41.jpg)
5. Put Tracking Measures in Place
![Page 42: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/42.jpg)
6. Send Out Optimized Messages
Goal-Focused MessagingKeywords and Phrases
Social Media Best Practices+ Tracking
Optimized Digital Messaging
![Page 43: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/43.jpg)
Press Releases Social Media Messages
6. Send Out Optimized Messages
![Page 44: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/44.jpg)
BBJ Pacesetters
![Page 45: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/45.jpg)
7. Measure Results
…and Adapt
![Page 46: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/46.jpg)
In Review1. Monitor your brand2. Identify brand goals3. Choose appropriate platforms4. Use search keywords5. Track6. Send optimized messages7. Measure and adapt
![Page 47: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/47.jpg)
Case Study: Dancing Deer Baking Co.
![Page 48: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/48.jpg)
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
![Page 49: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/49.jpg)
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!
![Page 50: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/50.jpg)
Case Study: International Healthcare Publishing
![Page 51: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/51.jpg)
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
![Page 52: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/52.jpg)
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.
![Page 53: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/53.jpg)
Case Study: The Yankee Candle Company
![Page 54: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/54.jpg)
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*
![Page 55: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/55.jpg)
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
![Page 56: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/56.jpg)
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
![Page 57: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/57.jpg)
Questions?
![Page 58: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/58.jpg)
![Page 59: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/59.jpg)
– Founded in 2004
– Based in Boston
– 30 Communications Professionals
– Partners Nicholas Lowe, AJ Gerritson, and Tom Lee
– Named a 2011
![Page 60: T lee pr social search final](https://reader033.fdocuments.us/reader033/viewer/2022052823/5550af52b4c905ff618b473a/html5/thumbnails/60.jpg)
Thomas LeePartner
617-986-0223
linkedin.com/in/tomlee451
@TomLee451
www.451Marketing.com