29
#cmworld Heather Whaling • @prTini prTini.com • #CMWorld Content Marketing Bolsters PR Heather Whaling Geben Communication @prTini • #cmworld
| Date post: | 10-May-2015 |
| Category: |
Business |
| Upload: | geben-communication |
| View: | 1,006 times |
| Download: | 3 times |
#cmworld
Heather Whaling • @prTiniprTini.com • #CMWorld
Content MarketingBolsters PR
Heather WhalingGeben Communication
@prTini • #cmworld
#cmworld
Sign of the TimesKodak: Bankrupt • Instagram: Acquired for ~$1 billion
#cmworld
#cmworld
Desired Outcomes:
Photo credits: Schoolhouse, Post-It, Line, Runner
activate &accelerate
educate eliminatebarriers
generateleads
#cmworld
educate
#cmworld
PR Goals:
• Change perceptions
• Build collaboration
• Innovate best practices
• Educate
#cmworld
Content Buckets:• Innovation in Action• Relationship-driven Business• Cleveland (Ohio) Rocks• Paving the Way Through Leadership• Madison: Up Close & Personal
#cmworld
Sparks Innovation Center:Crowdsourced product
development
#cmworld
Innovation in ActionMadison: Up Close & Personal
Paving the Way Through Leadership• • •
#cmworld
Innovation in ActionMadison: Up Close & Personal
Paving the Way Through Leadership• • •
#cmworld
Innovation in ActionMadison: Up Close & Personal
Paving the Way Through Leadership• • •
#cmworld
Results:• Hundreds of submissions• 17% company growth• 37% new sales growth
Innovation in ActionMadison: Up Close & Personal
Paving the Way Through Leadership• • •
#cmworld
#cmworld
Innovation in ActionRelationship-driven Business
Paving the Way Through Leadership• • •
#cmworld
eliminate barriers
#cmworld
Columbus Marathon:a social media case study
#cmworld
Priorities:• Communicate with people when &
where they want• Foster engagement• Eliminate the “scare” factor• Sustain year-round community• Improve customer service
#cmworld
after you nail the basics, add some sizzle
#cmworld
Virtual Scavenger Hunt:• Drive traffic to the new website• Positive reinforcement• Establish new connections with potential
marathon runners/walkers• http://bit.ly/CbusMarathonHunt
#cmworld
Tweet & Go Seek
#cmworld
Newpartner:
Sponsor:
Participant:
Takingnote:
#cmworld
First Marathon to Join PinterestAmong top 15 referring sites to the website
#cmworld
Ask the Race Director
• Live broadcast on Ustream• Solicited questions on
Facebook,Twitter, blog &enewsletter
• 45 minutes, over lunch hour
#cmworld
30 Tips, 30 Days• 8 of the top 10
blog pages in2011 were tips
• Blog traffic grew260%
• Percentage ofpageviews tripledfrom 2010
#cmworld
The Final Countdown• 1,175 shares• 476 shares• Week-of interactions
increased 385%• Secured car donation
#cmworld
Results:
• 2010, 2011 races sold out faster than ever• 2012 registration pacing ahead of 2011• 2011 data:
– Facebook “likes” increased 130%, engagementincreased by 300%
– Twitter followers increase 77%– Website traffic increased 18.5%, with social media
driving 50% of all referral traffic– Blog post views increased 170%
• Responded to 500+ questions/comments onFacebook the week of the marathon
#cmworld
generate leads
#cmworld
Timely infographics• Increased traffic
360%• 50+ viable leads• Opened doors in
sports vertical
#cmworld
Disrupt the status quo.Build awareness.
Acquire customers.Excel in the social world.
Increase sales.Innovate best practices.
Heather Whaling • @[email protected]
subscribe: bit.ly/prTini
