Digital Public Relations (PR): 46th Anvil Awards Briefing
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Presented by Janette Toral last September 7, 2010 at the Public Relations Society of the Philippines forum - "How to Package a Winning Entry in the Anvil". She shared her perspective on Digital PR and how to prepare for the Digital PR Tools - Internet and Mobile category of the awards. The half-day event took place at the J.Y. Campos Hall B, Unilab Bayanihan Center, Pioneer Street, Mandaluyong City.
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Digital Public Relations (PR): 46th Anvil Awards Briefing
- 1. Digital Public Rela.ons (46th Anvil Awards Briefing) Jane?e Toral h?p://www.digitalfilipino.com
- 2. Internet Search emerges as the top online ac.vity. Ac#vi#es showing significant increase at 95% confidence levels Base: Past month Internet users aged 10+ across Na#onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010
- 3. What people Search for on the Net Base: Past month Internet users aged 10+ across Na#onal Urban Philippines who have used a search engine in the past month Source: Yahoo!-‐Nielsen Net Index 2010
- 4. Social media is changing the rules of engagement Base: Past month Internet users aged 10+ across Na7onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010 Do you know what people say about you?
- 5. Online consumers are now media Real-‐.me streams Real-‐.me search Real-‐.me expecta.ons
- 7. TV PRINT POS CRM digital digital digital digital All channels will be digital
- 8. TV PRINT POS CRM digital digital digital digital social social social social All channels will be social We don’t believe in hypes.. (we trust friends more)
- 9. Facebook Gaming Mobile They are all “life” (or part of our lives)
- 11. h?p://www.google.com/insights/search SITE LAUNCH STEP #1 RESEARCH
- 12. Find out compe..on through search engine. Search engine is a reputa.on engine.
- 13. SITE launch Step #2 Structure / Op.mize • About the site • Sidebar • Company index – Facebook page • Categories – Twi?er – Cat1 – Slideshare • Photo – Archives • Descrip.on – Ads • Company info – About author • Keyword: category, – News company name
- 16. Where? • FREE • Paid – Twi?er – Blogs – Facebook – Google Adsense – Blog SITE Launch STEP #3 CAMPAIGN
- 17. Tap bloggers & linkerac to promote what you do.
- 18. SITE Launch STEP #4 MEASURE
- 19. Listed -‐ Search results Monitor your ranking. (results as of August 11)
- 20. #5 Calibrate! • Control search engine results • What people say about you • Learn how to read trends • Know what your compe..on is up to There is no excuse why you don’t know.
- 21. Digital PR #1: Interac.ve Tell vs. show vs. involve
- 22. In 2009, Havaianas created a movement calling people to only "wear original" Havaianas flip-‐flops and curb the prolifera.on of local imita.ons and products that bastardized the brand. Winner of DigitalFilipino Social Networking Awards 2010 (Media Sharing category)
- 23. The campaign also leveraged customers' love for the brand and more importantly -‐ Filipinos' obsession with sharing photos on-‐line, as seen by the numerous posts on the pledge wall. This feature became the primary driver of site traffic as visitors shared their pictures on the pledge wall on their social network pages.
- 24. Havaianas Original: Results In a span of only 57 days, we were able to get 54,000 visits (44,000 unique visitors) to the site and 3,700 photo submissions on the pledge wall with virtually no ad spend on-‐line / off-‐line. Site traffic was generated organically by employing a very effec.ve SEO plan and integra.ng viral sharing features on the site.
- 25. Winner of DigitalFilipino Social Networking Awards 2010 (Micro Blog category)
- 26. Results • P409,320 dona.on • 15,000 + tweets • 3 weeks • As of November, Globe has provided relief packages to 17,000 families in Marikina, Rizal, Mun.nlupa, Laguna, and Pangasinan. It has donated Php3 million to various founda.ons for the vic.ms of the floods.
- 27. Digital PR #2: Customizable Shared?
- 28. Brand Background Real Leaf green tea is the newest ready-‐to-‐drink (RTD) tea in the market launched mid-‐2009. Real Leaf is brewed from 100% whole green tea leaves, naturally packed with Theanine, with a delicious hint of fruit and honey. The Challenge • Reinforce strong challenger status by demonstra.ng that key influencers have already switched into the brand Winner of DigitalFilipino Social Networking Awards 2010 (Blog category)
- 29. Key Learnings • Incen.vized consumer engagement with the blogger community around a strong concept can drive rich RESPONSE and online brand presence. Big Idea Medium “What’s in it for me?” Real Leaf Paparazzi Key Blogs & iPod Nanos, cash & products Blog Networks = 150+ product-‐related photos 400+ blog posts 40+ related search results
- 30. 1st place: Mommy Talks by Precious Bahin.ng h8p://www.mommytalks.net/2010/01/real-‐leaf-‐paparazzi.html
- 31. Search Results for: “Real Leaf” Google Top 10 results Before: 1 video, 1 employee post Aser: 8 on the Top 10 search results
- 34. Digital PR #3: Contextual Relevant?
- 35. Winner of DigitalFilipino Social Networking Awards 2010 (Social Network category)
- 36. Results • 50 high profile celebri.es contributed content • In less than a month aser its launch, US $15,000 was donated to Red Cross.
- 37. Facebook • Aim to reach 10,000 Likes or Fans (.pping point). • Social context drives advocacy
- 40. Results • Launched June 2, 2003 • Reached 1000 subscribers in one month. 3000 by year-‐end 2003. • Conversion rate to paying buyers was 3% • Content revised 5x prior to publishing. • Book published by McGraw-‐Hill Educa.on Asia – First Filipino author published. – Released May 2004 (sold out) • Created a niche database – Organized DigitalFilipino E-‐Commerce Forum in 2004 (Cebu and Manila). • Won CITEM E-‐Services Best e-‐Learning Product Award runner-‐up for 2004.
- 41. New e-‐mail marke.ng systems like Flowtown.com has also integrated social media component.
- 42. TV PRINT POS CRM digital digital digital digital social social social social game game game game Digital PR #4: Entertaining Grabs a?en.on.. WOW!
- 43. Winner of DigitalFilipino Social Networking Awards 2010 (Social Network category)
- 45. Results • Lola Techie – Over 100,000 Facebook fans in just 4 months. – 4500 followers on Mul.ply. – 3000 followers on Twi?er. – 1884 followers on Plurk and 500 fans • Bayan – Increased sales inquiries by 700%! – DSL sales grew by about 50% during the period when the commercial started airing and the campaign definitely contributed to the posi.ve overall business performance in 2009.
- 48. TV PRINT POS CRM digital digital digital digital social social social social game game game game Digital PR #5: Playable
- 49. Winner of DigitalFilipino Social Networking Awards 2010 (Media Vo.ng category) BACKGROUND Apl de Ap + MTV Asia + PH DOT were in search for the next unsigned PINOY ARTIST
- 51. RESULTS >> over 1,000 entries in less than 2 week seed; 4,000% ROI >> Quantity: Over 84 posts in 3 days >> Quality: vs. CLIENT SPENDING a. all linked URL b. all had branding c. call to action to vote d. Twits made use of hash e. niched to music, youth, lifestyle f. 30% of blogs 1st & 2nd pages of Y! & Google
- 52. http://buddygancenia.com/blog/rates - landing page for the link-building campaign. - All the necessary information about the videographer, contact details, the products and services, the rates and sample videos are all in this page. Winner of DigitalFilipino Social Networking Awards 2010 (Search Engine Marke.ng category)
- 54. KEYWORDS GOOGLE YAHOO BING Corporate events coverage Philippines 1 1 1 Corporate video 1 1 1 Philippines Events video coverage Philippines 1 1 1 Events coverage 1 2 1 Philippines Corporate events 2 8 4 coverage Video coverage 5 1 2 Philippines Events video 2 10 9 coverage
- 55. RESULTS It increased the inquiry about 3 times. Bookings also increased from the time the campaign was launched.
- 56. TV PRINT POS CRM digital digital digital digital social social social social game game game game mobile mobile mobile mobile Digital PR #6: Useful
- 59. Hard Fun Easy Fun Frustration Curiosity Wonder Surprise Serious Fun People Fun Excitement Amusement Relaxation Admiration Values Become part of our life… strike on emo.ons Understand people, then technology.
- 60. A successful Digital PR • People will search for you. • People will write about you. • People will share you.
- 61. Preparing your entry • What does the entry plan • Execu.on to achieve? – Website (share-‐able) – PR versus Adver.sing – Campaign – (reputa.on building) • Blog • Target public • Facebook • Twi?er – Audience profile (niche • Social Media segment) – Results – Sites • Page views • Likes • Share • Retweet • Comments • Re-‐blog Impact must be clearly stated from its PR perspec#ve.
- 62. Reference • h?p://www.slideshare.net/derkaip/digital-‐is-‐ dead • h?p://www.slideshare.net/soapcrea.ve/ adage-‐digital-‐2010-‐6-‐founda.ons-‐of-‐great-‐ digital-‐crea.ve • h?p://www.slideshare.net/NicoleLazzaro/ux-‐ week-‐the-‐future-‐of-‐ux-‐is-‐play
- 63. Get updated deck • h?p://www.slideshare.net/jane?etoral • Join our following ac.vites: – Free webinar on Search Engine & Social Media Marke.ng 101 on September 9 – September 28 to 30: Sales Tac.cs Using Search Engine & Social Media Marke.ng – Visit h?p://www.searchprofileindex.com for more details.