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These are the (Link) Droids you are looking for Brand Building Playbook 101
| Date post: | 29-Jan-2018 |
| Category: |
Business |
| Upload: | 10-yetis-digital |
| View: | 858 times |
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These are the (Link) Droids you are
looking for
Brand Building Playbook 101
Why (the fuck) am I stood in front of you?
Pioneers in cross-platform campaigns
Big links!
Fuck press releases
Helped grow brands from zero to sale
Sold £55m (€74m) Sold £XXm
VC funding £10.5m (€8.1m) VC funding £6m (€8.1m)
Who we work with
Before I give wisdom – A GAME WITH PRIZES!
Higher or Lower
You shout out “higher” or “lower” based on these stories
Shows that being controversial = big ticket links
Shows that being a brand is not necessary for big media pick up
Win an offensive client torch!
Story 1 = Protein World – Offensive Ad
145 Authority Links
(£2m in extra sales)
Story 2 – Rude Bus Company Advert
More or less links?
LESS!
52 Authority Links
Next One is RUDE! (NSFW)
You ready?
Story 3 – US Airways – THAT TWEET!
OMFG!
More or less links than 52?
MORE! 73 Authority Links
Story 4 – Paintball bullet tester!
Real job, paid €40,000
More or less than 73 links?
MORE! 82 Authority Links
Story 5 – Cecil Shooting Dentist
RiverbluffDental.com
More or less than 82 links?
MORE! 170 Authority
Links
Story 6 – Ashley Madison data breach
Ashley Madison data
More of less than 170 links?
MORE! 322 Authority Links
What do we learn from this?
Kill a unicorn, get big links!
Don’t need to be a big brand to get big love
Controversial works, but be careful
Keep it as simple as possible
Social seeding attracts big meda
10 Steps of Brand Building
... Those are the links we are looking for
1. Look credible to the press
Do you have a press page?
Contact info
Pictures of senior management team
Company biography
Company history
Case Studies (vital!)
Social handles (Twitter, Facebook, Insta etc)
2. Piggyback on breaking news
React to EVERYTHING you can
Breaking news
Trade news
Send colourful, controversial soundbites (quotes) to media
Place on your site, seed via social media
Be super fast!
If a national wire has already ran a story, too late
Use as an opportunity to talk to journalists
3. Build solid media relationships
Make amazing media lists
How?
Google journo’s to get email
Work out the email string e.g [email protected]
Use subscription software like Cision, Gorkana
Try to meet everyone journo you can
Be nice to Freelancers and Bloggers
They power global media
4. Use Twitter (duh!)
Your new Best Friend Forever is #JournoRequest
Create lists of your target media (private)
Go engage with them and their content
Be there cyber-friends
Don’t freak them out!
5. Be as controversial as you can
Don’t be dull!
Make your quotes funny or interesting
E.g. Journo: Can you make a brand cool?
Me: “like trying to get a marshmallow up a cats bottom!”
Loads of social love, media ran it
No one remembers a wall-flower!
6. Fuck Press Releases – They are dying!
Use something other than a press release like…
Fuck press releases
An interactive infographic…
https://mahifx.com/john-paulson/
Fuck press releases
Video
Confused.com Drink Driving Video – 65 authority links 12 countries
Fuck press releases
Micro-sites
Fun, media love them, 301 the links to main site later – 47 links
SexCalculator.co.uk
Fuck press releases
Concept images
Is this the coffin of the future!
16 links so far, Yahoo, HuffPo (UK/US/Italy), Elastica (Brazil), El-and (France)
Fuck press releases
Widgets on a page (handy for getting links into none home page
destinations)
7. Don’t forget broadcast!
Broadcast media can break your site with traffic
Broadcast good at giving links
Broadcast is great for credibility
Mass market awareness
8. Influence your influencers!
Private Twitter lists of influencers you want to engage with
Don’t try and screw them on the first date
Get to know them before you ask for help
Who influences who? Lots of handy tools out there
BlueNod.com
LifeOnTwitter.com
GameOfAngles.com (very good for StartUp media, globally)
9. Work Smarter
Brands assume big media = big results, it doesn’t
USA Today, Daily Mail, BBC, Reuters, Sydney Morning Herald
ALL hard to get links from, don’t pass much traffic
Switch links from follow to no-follow after a while
These give better results
Huffington Post, Buzzfeed, Yahoo News/Lifestyle
High traffic volumes passed over, give links, good social sharing
and engagement, fun stories
One Tweet from a celeb/influencer can be bigger than media hit
10. How to pack up early & go home
Want to know a cheat?
Engage with a credible national newswire
UK/Global: Press Association
US/Global: Associate Press
DE: DPA
These will get your story into 300+ newsrooms globally
They give links!
One hit = Champagne time!
