Upload
pete-campbell
View
1.664
Download
1
Embed Size (px)
Citation preview
KAIZEN
LET’S TALK ICE CREAM
KAIZEN WE SHARE THIS OFFICE
KAIZEN
• [Journalist]
ONE DAY, A JOURNALISTJOINED
KAIZEN MY REACTION
KAIZEN “ERM, WHAT U WORKING ON?”
KAIZEN
“OH, A STORY ON ‘HEALTHY’ ICE CREAM”
KAIZEN
KAIZEN 30 MIN LATER
KAIZEN 1 HOUR LATER
KAIZEN 3 HOURS LATER..
KAIZEN 3 X ICE CREAM DELIVERIES TURN UP
KAIZEN THIS BLEW ME AWAY FOR 2 REASONS
KAIZEN
I ATE SO MUCH ICE CREAM THAT DAY
#1
KAIZEN
REALISED THAT I NEEDED TO STEP OUR GAME UP
#2
KAIZEN
THIS WAS REAL OUTREACH
KAIZEN
THIS WAS NO LONGER GOOD ENOUGH SUBJECT: Soap Awards Story? Hey Caroline, Just wanted to run a idea by you, We’ve just launched a brilliant list of British Soap Stars When They Were Young featuring all the classics like Peggy Mitchell and new favorites like Rosie Webster Link: http://www.twolittlefleas.co.uk/soap-stars/ I think this would go down a storm on The Metro if you’d like to share it in some form, especially as it’s the ITV Soap Awards this Sunday. Two Little Fleas is an online bingo community with a passion for creating cute and quirky apps, lists and tools. Our stuff has been recently featured in the Radio Times, HuffPost Comedy & Lifehacker. Thanks Caroline let me know what you think, Pete
KAIZEN
I DECIDED TO GO ON A JOURNEY
KAIZEN
TO BECOME A KUNG FU PANDA PR MASTER
KAIZEN
How Learning PR Tactics Made Me Awesome at Content Marketing
KAIZEN
PETE CAMPBELL / KAIZEN • Founder / Managing Director
• Kaizen is a team Content Marketing & Technical SEO specialists
• “Rising Star of the Year” (Travolution Awards)
• 6+ Years in Agency & In-House Roles
• Built first website at 11
• Ran several high-traffic video gaming sites
• Proud owner of a Game Boy Colour
KAIZEN
DOWNLOAD THESE SLIDES:!KAIZENSEARCH.CO.UK/SEARCHLONDON2015/
KAIZEN MEET THE PR GUYS
KAIZEN
“PR & Marketing is no longer about the stuff that you make but about the stories you tell.” – Seth Godin
KAIZEN
PR’S HAVE FOCUS
KAIZEN
SEO’S ARE OBSESSED WITH
SCALE
KAIZEN MONTY THE PENGUIN
KAIZEN
“The heartwarming advert tells the tale of an unlikely friendship between a little boy Sam and his penguin friend Monty.”
INCASE YOU MISSED IT.
KAIZEN
THE HERO CONTENT – THE TV AD
KAIZEN
+ 100 MORE HOMEPAGE REFERRING DOMAINS
SUPPORTING MICRO-SITE
KAIZEN
PICTURE BOOK
KAIZEN
SMARTPHONE APP
KAIZEN
AWESOME JOURNALIST OUTREACH
KAIZEN
CUTE TOYS
KAIZEN
#MONTYSELFIE
KAIZEN
#MONTYSELFIE
KAIZEN
Monty the Penguin
Campaign Budget
£7m
KAIZEN
Our Average Budget
£4k
KAIZEN
KAIZEN
HUGE Idea
1 But, think of the principle
KAIZEN
Executions
Multiple
KAIZEN
Link Opportunities
Multiple
KAIZEN
Risk
Minimises
KAIZEN
Success
Maximises
KAIZEN
‘Monty the Penguin’
90 Second TV Advert
In-Store Marketing
Photo Booth
Penguin Toys
Digital PR & Content
Journalist Gifts Infographic Game Video
STORY
HERO CONTENT
SUPPORT ASSETS
KAIZEN OUR VERSION
KAIZEN
STORY
HERO CONTENT
SUPPORT ASSETS
‘Are You Richer Single or In a Relationship’
Interactive Quiz
Survey Infographic Listicle
52% Men Are Richer Single
Is Tinder Making You Poor?
Men Spend Double on Dates
WEEK #1 WEEK #2 WEEK #3
PRESS RELEASE PRESS RELEASE PRESS RELEASE
KAIZEN
COVERAGE WE’VE EARNT WITH THIS APPROACH
KAIZEN
STEP 1 – CREATE A PR FRAMEWORK
UPCOMING HOOKS (FEB/MARCH 2015) • Brit Awards • Pancake Day • Valentines Day • Barbie Doll Day • Chips Day
GOLD PUBLICATIONS • Daily Star • The Express • Digital Spy • Gawker • Sky • Mashable • OK! / Hello
TARGET CUSTOMER
• Aged 25-45 • 80% Female • They also play the lottery, buy scratch cards and enter
social competitions. • Employed (low end wages), unemployed or stay at home
parents • Likely to have children
VALUES & EMOTIONS
• Aspirational • Big dreamers • Fun & laughter • Excitement & pure bliss • Friendship & family
• TOWIE• Cereal Day• Britain’s Got Talent• Easter
KAIZEN
FACT-FINDING
KAIZEN
1. What do they love / hate about your product?
2. What stops them from buying your product?
3. What emotions do they associate with your product?
4. What magazines & websites do they read?
5. What else are they interested in?
ASK YOUR CLIENT THESE 5 QUESTIONS
KAIZEN
DECIDING YOUR TOPICS & THEMES
KAIZEN
A) TRY WORD ASSOCATION FOR TOPICS & THEMES
1. Which 25 sites would you really like a link from?
2. Do your homework on those 25 and cut the list to 10
• Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic”
KAIZEN
B) MAKE A LIST OF UPCOMING ‘TRENDS’
https://www.daysoftheyear.com/
KAIZEN
INSTALL SCRAPER FOR CHROME
CLICK ME
Scraper for Chrome - http://bit.ly/LXBbSI
KAIZEN
EXPORT TO GOOGLE DOCS
CLICK ME
Scraper for Chrome - http://bit.ly/LXBbSI
KAIZEN
WHO ARE YOU GOING TO GET LINKS FROM?
KAIZEN
MAKE A LIST OF YOUR KEY PUBLICATIONS
1. Which 25 sites would you really like a link from?
2. Do your homework on those 25 and cut the list to 10
• Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic”
• Have they linked to your competitors? site:dailymail.co.uk intitle:"Infographic” + "Insurance"
• Search your topics
• Make a list of relevant Journalist names
KAIZEN site:dailymail.co.uk intitle:"Infographic” + "Insurance"
KAIZEN
AND HERE’S YOUR KEY PUBLICATIONS LIST
KAIZEN
JOB DONE - YOUR PR FRAMEWORK
UPCOMING HOOKS (FEB/MARCH 2015) • Brit Awards • Pancake Day • Valentines Day • Barbie Doll Day • Chips Day
TARGET PUBLICATIONS (TIER 1) • Daily Star • The Express • Digital Spy • Gawker • Sky • Mashable • OK! / Hello
TARGET CUSTOMER
• Aged 25-45 • 80% Female • They also play the lottery, buy scratch cards and enter
social competitions. • Employed (low end wages), unemployed or stay at home
parents • Likely to have children
VALUES & EMOTIONS
• Aspirational • Big dreamers • Fun & laughter • Excitement & pure bliss • Friendship & family
• TOWIE• Cereal Day• Britain’s Got Talent• Easter
KAIZEN
IDEA GENERATION
KAIZEN
“How Do You Come Up With a ‘Good’ Idea?”
KAIZEN
You Need
Shit Ideas First
0 10
KAIZEN
0: 1 10 PRINCIPAL
KAIZEN
6-3-5 Brainwriting 108 Ideas in 30 Minutes
KAIZEN
6 People
KAIZEN
3 Ideas Each
KAIZEN
5 Minutes
KAIZEN
✕ No Talking Allowed
KAIZEN
WHAT IT LOOKS LIKE
KAIZEN
YOUR IDEA NEEDS TO HAVE AT LEAST 3 OF THESE
WHICH IDEA IS THE BEST?
KAIZEN • Social • Emotional • Practical
KAIZEN
PRODUCTION
KAIZEN
STORY
HERO CONTENT
SUPPORT ASSETS
‘Are You Richer Single or In a Relationship’
Interactive Quiz
Survey Infographic Listicle
52% Men Are Richer Single
Is Tinder Making You Poor?
Men Spend Double on Dates
WEEK #1 WEEK #2 WEEK #3
PRESS RELEASE PRESS RELEASE PRESS RELEASE
KAIZEN
PULLING TOGETHER THE SURVEY
KAIZEN
1000 RESPONSES FOR 1 QUESTION =£65
SURVEY
KAIZEN
WORK OUT YOUR DESIRED HEADLINES • £ Wealth Based
You Could Be X% Richer If You Were Single / In a Relationship. Here’s Why.
• Opinion Based X% Of Brits Think They’d Be Richer If They Were Single / In a Relationship
• Age/Demographic Based Men/Women Over/Under XX Spend The Most On XX
• Location Based People from X Think They’d Be Richer Single / In a Relationship
• Product Based Single People Spend X More/Less On Their X Bill
KAIZEN
STRUCTURE THE QUESTIONS TO MATCH
• Do you think you’d be wealthier single or in a relationship?
• How much would you spend on a gift for a close friend / partner?
• How much would you spend on a romantic date?
• How much money do you save each month?
KAIZEN
ANALYSE DATA & CREATE HEADLINES
1. 45% of People in a Relationship Believe They’d Be Richer Single
2. Over Half of Men in a Relationship Believe They’d Be Richer Single
3. Is Tinder Making You Poor? Single Men Spend More Than Double on Dates Than Women
KAIZEN
• TOOL
TOOL
KAIZEN INFOGRAPHIC
KAIZEN
BUILD CHECKLIST
ü OPEN GRAPH TAGS (http://ogp.me/)
ü SOCIAL IMAGE (1200 x 630 Pixels)
ü EMBED CODE
ü ‘OFFICIAL’ SOCIAL BUTTONS
ü TWITTER CARDS (https://dev.twitter.com/cards/)
KAIZEN
REAL-WORLD OUTREACH
KAIZEN MAKE A BOOK http://www.blurb.com/
KAIZEN
KAIZEN
OUTREACH
KAIZEN
GO BACK TO YOUR KEY PUBLICATIONS LIST
KAIZEN
NOW, CALL THEM
KAIZEN
WHAT’S THE HOOK?
1. Seasonal Event or Occasion 2. New Trend 3. Statistics 4. It’s Bigger & Better
KAIZEN
REPEAT X 10
KAIZEN
TOOLS
KAIZEN
http://www.responsesource.com/
KAIZEN
FILTER #JOURNOREQUEST #PRREQUEST WITH YOUR SECTOR
KAIZEN
AGENCY? USE A MEDIA DATABASE
http://www.featuresexec.com/
http://www.cision.com/
KAIZEN
INCREASE YOUR CHANCES
1. Offer as an Exclusive 2. Create a Supporting ‘Media Alert’
3. At Least 3 x Follow Ups
KAIZEN
JOB DONE
KAIZEN
STORY
HERO CONTENT
SUPPORT ASSETS
‘Are You Richer Single or In a Relationship’
Interactive Quiz
Survey Infographic Listicle
52% Men Are Richer Single
Is Tinder Making You Poor?
Men Spend Double on Dates
WEEK #1 WEEK #2 WEEK #3
PRESS RELEASE PRESS RELEASE PRESS RELEASE
KAIZEN
1 HUGE Idea
Multiple Content Pieces
Multiple Link Opps.
Minimises Risk
Maximises Success
KAIZEN
Thank You!!!!Get in Touch:@petecampbell"[email protected]"http://www.kaizensearch.co.uk/
DOWNLOAD THESE SLIDES:!KAIZENSEARCH.CO.UK/SEARCHLONDON2015/