Embed Size (px)
Citation preview
PR’s Remix
Natasha Netschay DaviesDirector, Digital/Social Media
Peak Communicators | February 16, 2012
ROI / ROO
Media ROI is difficult to
determine…
Finding the sweet spot…
Public Relations
Advertising
Marketing
Social Media
INTEGRAT
ION
Growth of Media = More Layers
PAID MEDIAPrint ads, social ads, airtime, sponsored
mentions/tweets, blogger
giveaways, contests, perks, check-ins, incentive loyalty programs
EARNED MEDIAMedia coverage, print headlines, blog posts
Retweets, likes, comments, online recommendations,
group posts/wall posts, shares, chat transcripts
OWNED MEDIALetters to the editor
Corporate blog posts, tweets, Facebook content, LinkedIn Groups, Google+ Huddles/Hangouts, YouTube
Client: TELUS International Goal: Generate Soft Leads
How: Webinar to share insightsAction: Download Whitepaper
Multiple Push /Pull Tactics
Email marketing + LinkedIn ads
+ sponsored placement + social/blogger outreach
+ media relations + live tweeting =
• Webinar generated:– 414 scrubbed leads (downloaded white paper)
– 1 opportunity in the funnel valued at approx. $2M
• Ongoing leads from whitepaper:– close to 1000 downloads over the year
– 397 “leads” still being working
• PR efforts:– 22 articles related to whitepaper (in 2011)
Client: Coast Capital Savings Goal: Increase awareness of mortgage product
How: Facebook ContestAction: Like the page, enter contest
MORE THAN ONE HAND
IN THE COOKIE JAR…
Rethink – created Facebook app; managed
contestant relations, administered ad buys
Coast Capital Savings – project managed,
approved budgets
Peak Communicators – social
outreach, blogger relations
Contest Overview
• Social media “baked” into contest
structure– Winners selected based on which entries received the most
votes from friends and family via Facebook
• Participants have the chance to name
their own prize for their home .. Ties into
branding… “the boss of the contest”
• Four weeks, four winners
Social Newsroom
Facebook ads + tweets
+ outreach + blogger relations =
Total contest entries: 781
Total contest winners: 4
Total net new Likes of CCS page: 6,147
Total votes: 4,453
Facebook Insights
Actions/Viral loop performance
2,052 STARTING “ACTIONS” such as someone Liking a finalist on the
voting page or a finalist manually posting a note or status update on their Wall telling their
friends to vote for them.
After traveling throughout Facebook, from friend to friend, these types of updates were
VIEWED A TOTAL 541,568 TIMES
Of those people who saw updates, 0.41% CLICKED ON
IT, thus
taking them to the contest page.
Integrative approach surpassed
targets within first 2 weeks
• Target #1 2,000 new Facebook fans– Achieved 307% of target by adding 6,147 new fans
– Total increase of fan base of 487% to 7,409
• Target #2 = 10,000 page
views of contest– Achieved 439% of target with
43,927 page views
Coverage, tweets, etc.
Client: Hain CelestialGoal: Promote Greek Gods Yogurt
How: Donate & Sample Action: Drop off, Public giveaway
Greek God gives away yogurt at
Skytrain stations
Media relations + live tweeting +
blogger relations = gone in 2 hours!
Donated 7,000 containers of yogurt …to the Surrey Food Bank and Salvation Army
Distributed 4,000 containers of yogurt to public• 144 tweets related to the yogurt giveaway that reached
201,047 followers
• 11 hits of media coverage (print, radio, blogs)
5 steps to campaign integration
1. Avoid confusing strategy with tactics
2. Decide what action defines campaign success
3. Implement result tracking process at onset
4. Let teams excel at what they do best
5. Take a transmedia approach - leverage all
content
