SlideShare uma empresa Scribd logo
1 de 29
Baixar para ler offline
Heather Whaling • @prTini
        prTini.com • #CMWorld




Content Marketing
      Bolsters PR




            Heather Whaling
          Geben Communication
              @prTini • #cmworld
                           #cmworld
Sign of the Times
Kodak: Bankrupt • Instagram: Acquired for ~$1 billion




                                                    #cmworld
#cmworld
Desired Outcomes:




 educate            eliminate                       generate   activate &
                     barriers                         leads    accelerate




           Photo credits: Schoolhouse, Post-It, Line, Runner
                                                                      #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 Action
      Madison: Up Close & Personal
Paving the Way Through Leadership
                 •••




                                      #cmworld
Innovation in Action
      Madison: Up Close & Personal
Paving the Way Through Leadership
                 •••




                                      #cmworld
Innovation in Action
      Madison: Up Close & Personal
Paving the Way Through Leadership
                 •••




                                      #cmworld
Innovation in Action
      Madison: Up Close & Personal
Paving the Way Through Leadership
                 •••


                                 Results:
                                 • Hundreds of submissions
                                 • 17% company growth
                                 • 37% new sales growth




                                                        #cmworld
#cmworld
Innovation in Action
        Relationship-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
New
   partner:


  Sponsor:




Participant:




    Taking
     note:




               #cmworld
First Marathon to Join Pinterest
Among 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 in
  2011 were tips
• Blog traffic grew
  260%
• Percentage of
  pageviews tripled
  from 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%, engagement
     increased 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 on
  Facebook the week of the marathon

                                                     #cmworld
generate leads




         #cmworld
Timely infographics
• Increased traffic
  360%
• 50+ viable leads
• Opened doors in
  sports vertical




                      #cmworld
Heather Whaling • @prTini
                 heather@gebencommunication.com
                            subscribe: bit.ly/prTini



   Disrupt the status quo.
         Build awareness.
      Acquire customers.
Excel in the social world.
           Increase sales.
 Innovate best practices.



                                                  #cmworld

Mais conteúdo relacionado

Mais procurados

The Social World of HR and Recruiting
The Social World of HR and RecruitingThe Social World of HR and Recruiting
The Social World of HR and RecruitingKeith McIlvaine
 
Real, No B.S. Social Media Marketing Strategies
Real, No B.S. Social Media Marketing StrategiesReal, No B.S. Social Media Marketing Strategies
Real, No B.S. Social Media Marketing StrategiesManny Sarmiento
 
Content Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & AssociationsContent Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & AssociationsContent Marketing World
 
Got Budget? How to Leverage Content Creation for Success
Got Budget? How to Leverage Content Creation for SuccessGot Budget? How to Leverage Content Creation for Success
Got Budget? How to Leverage Content Creation for SuccessMarketo
 
How to Self Promote (for women)
How to Self Promote (for women)How to Self Promote (for women)
How to Self Promote (for women)Caroline Cummings
 
Social Media Marketing - A sneak peek into what Social Media Marketing can ac...
Social Media Marketing - A sneak peek into what Social Media Marketing can ac...Social Media Marketing - A sneak peek into what Social Media Marketing can ac...
Social Media Marketing - A sneak peek into what Social Media Marketing can ac...SEO Pandit
 
Ali Gooch Rainmaker 2015
Ali Gooch Rainmaker 2015Ali Gooch Rainmaker 2015
Ali Gooch Rainmaker 2015SalesLoft
 
Analytics to Action: Be a marketing data superhero
Analytics to Action: Be a marketing data superheroAnalytics to Action: Be a marketing data superhero
Analytics to Action: Be a marketing data superheroTeresa Ruiz Decker
 
Low Cost High Impact Marketing
Low Cost High Impact MarketingLow Cost High Impact Marketing
Low Cost High Impact MarketingThis Little Piggy
 
KC! Social Media & Your Next Opportunity
KC! Social Media & Your Next OpportunityKC! Social Media & Your Next Opportunity
KC! Social Media & Your Next OpportunityKlingaman Creative
 

Mais procurados (11)

The Social World of HR and Recruiting
The Social World of HR and RecruitingThe Social World of HR and Recruiting
The Social World of HR and Recruiting
 
Real, No B.S. Social Media Marketing Strategies
Real, No B.S. Social Media Marketing StrategiesReal, No B.S. Social Media Marketing Strategies
Real, No B.S. Social Media Marketing Strategies
 
Content Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & AssociationsContent Marketing for Non-Profits & Associations
Content Marketing for Non-Profits & Associations
 
Got Budget? How to Leverage Content Creation for Success
Got Budget? How to Leverage Content Creation for SuccessGot Budget? How to Leverage Content Creation for Success
Got Budget? How to Leverage Content Creation for Success
 
How to Self Promote (for women)
How to Self Promote (for women)How to Self Promote (for women)
How to Self Promote (for women)
 
Social Media Marketing - A sneak peek into what Social Media Marketing can ac...
Social Media Marketing - A sneak peek into what Social Media Marketing can ac...Social Media Marketing - A sneak peek into what Social Media Marketing can ac...
Social Media Marketing - A sneak peek into what Social Media Marketing can ac...
 
Ali Gooch Rainmaker 2015
Ali Gooch Rainmaker 2015Ali Gooch Rainmaker 2015
Ali Gooch Rainmaker 2015
 
Storytelling for Non-profits
Storytelling for Non-profitsStorytelling for Non-profits
Storytelling for Non-profits
 
Analytics to Action: Be a marketing data superhero
Analytics to Action: Be a marketing data superheroAnalytics to Action: Be a marketing data superhero
Analytics to Action: Be a marketing data superhero
 
Low Cost High Impact Marketing
Low Cost High Impact MarketingLow Cost High Impact Marketing
Low Cost High Impact Marketing
 
KC! Social Media & Your Next Opportunity
KC! Social Media & Your Next OpportunityKC! Social Media & Your Next Opportunity
KC! Social Media & Your Next Opportunity
 

Destaque

Web Design Trends & Best Practices (by Blueliner Marketing CEO, Arman Rousta)
Web Design Trends & Best Practices (by Blueliner Marketing CEO, Arman Rousta)Web Design Trends & Best Practices (by Blueliner Marketing CEO, Arman Rousta)
Web Design Trends & Best Practices (by Blueliner Marketing CEO, Arman Rousta)Arman Rousta
 
Swoon Investor Deck_9.13
Swoon Investor Deck_9.13Swoon Investor Deck_9.13
Swoon Investor Deck_9.13Keisha Wright
 
Trends in advertising and Public Relation
Trends in advertising and Public RelationTrends in advertising and Public Relation
Trends in advertising and Public RelationSaxbee Consultants
 
Build + Activate Online Audiences
Build + Activate Online AudiencesBuild + Activate Online Audiences
Build + Activate Online AudiencesGeben Communication
 
PR Wishes and Digital Media Dreams - How to succeed by evolving your communic...
PR Wishes and Digital Media Dreams - How to succeed by evolving your communic...PR Wishes and Digital Media Dreams - How to succeed by evolving your communic...
PR Wishes and Digital Media Dreams - How to succeed by evolving your communic...Anna Ruth Williams
 
advertising & public relation on social media
advertising & public relation on social mediaadvertising & public relation on social media
advertising & public relation on social mediaburin rujjanapan
 
Mass Media and Society Chapter 11: Internet and Social Media
Mass Media and Society Chapter 11: Internet and Social MediaMass Media and Society Chapter 11: Internet and Social Media
Mass Media and Society Chapter 11: Internet and Social Mediaczavisca
 
Why the digital skills gap is good for you
Why the digital skills gap is good for youWhy the digital skills gap is good for you
Why the digital skills gap is good for youSteve Linney
 
Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...
Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...
Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...Nikolaos Tsiakmakis
 
The Role of PR in Content Development and Activation
The Role of PR in Content Development and ActivationThe Role of PR in Content Development and Activation
The Role of PR in Content Development and ActivationLuca Penati
 
20 Social & Content Marketing Tools #a4uexpo
20 Social & Content Marketing Tools #a4uexpo 20 Social & Content Marketing Tools #a4uexpo
20 Social & Content Marketing Tools #a4uexpo Kelvin Newman
 
Media Placement for Dummies
Media Placement for DummiesMedia Placement for Dummies
Media Placement for DummiesKrisno Wisnuadi
 
Impact of internet on reading habits
Impact of internet on reading habitsImpact of internet on reading habits
Impact of internet on reading habitsSudesh Sood
 
Marketing 2.0 & PR 2.0
Marketing 2.0 & PR 2.0Marketing 2.0 & PR 2.0
Marketing 2.0 & PR 2.0abunoaman
 

Destaque (19)

PR Students: Networking 101
PR Students: Networking 101PR Students: Networking 101
PR Students: Networking 101
 
Web Design Trends & Best Practices (by Blueliner Marketing CEO, Arman Rousta)
Web Design Trends & Best Practices (by Blueliner Marketing CEO, Arman Rousta)Web Design Trends & Best Practices (by Blueliner Marketing CEO, Arman Rousta)
Web Design Trends & Best Practices (by Blueliner Marketing CEO, Arman Rousta)
 
Swoon Investor Deck_9.13
Swoon Investor Deck_9.13Swoon Investor Deck_9.13
Swoon Investor Deck_9.13
 
Trends in advertising and Public Relation
Trends in advertising and Public RelationTrends in advertising and Public Relation
Trends in advertising and Public Relation
 
Build + Activate Online Audiences
Build + Activate Online AudiencesBuild + Activate Online Audiences
Build + Activate Online Audiences
 
PR Wishes and Digital Media Dreams - How to succeed by evolving your communic...
PR Wishes and Digital Media Dreams - How to succeed by evolving your communic...PR Wishes and Digital Media Dreams - How to succeed by evolving your communic...
PR Wishes and Digital Media Dreams - How to succeed by evolving your communic...
 
Tutorial Wordpress untuk Pemula Part1 - Niagahoster
Tutorial Wordpress untuk Pemula Part1 - NiagahosterTutorial Wordpress untuk Pemula Part1 - Niagahoster
Tutorial Wordpress untuk Pemula Part1 - Niagahoster
 
advertising & public relation on social media
advertising & public relation on social mediaadvertising & public relation on social media
advertising & public relation on social media
 
Mass Media and Society Chapter 11: Internet and Social Media
Mass Media and Society Chapter 11: Internet and Social MediaMass Media and Society Chapter 11: Internet and Social Media
Mass Media and Society Chapter 11: Internet and Social Media
 
Online / digital PR
Online / digital PROnline / digital PR
Online / digital PR
 
Why the digital skills gap is good for you
Why the digital skills gap is good for youWhy the digital skills gap is good for you
Why the digital skills gap is good for you
 
Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...
Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...
Squarelle Tonacity - Digital Marketing Plan Presentation - Group 12 (October ...
 
Types of PR
Types of PRTypes of PR
Types of PR
 
Digital PR for Events
Digital PR for EventsDigital PR for Events
Digital PR for Events
 
The Role of PR in Content Development and Activation
The Role of PR in Content Development and ActivationThe Role of PR in Content Development and Activation
The Role of PR in Content Development and Activation
 
20 Social & Content Marketing Tools #a4uexpo
20 Social & Content Marketing Tools #a4uexpo 20 Social & Content Marketing Tools #a4uexpo
20 Social & Content Marketing Tools #a4uexpo
 
Media Placement for Dummies
Media Placement for DummiesMedia Placement for Dummies
Media Placement for Dummies
 
Impact of internet on reading habits
Impact of internet on reading habitsImpact of internet on reading habits
Impact of internet on reading habits
 
Marketing 2.0 & PR 2.0
Marketing 2.0 & PR 2.0Marketing 2.0 & PR 2.0
Marketing 2.0 & PR 2.0
 

Semelhante a Content Marketing as a PR Tool

Social Media Marketing - How can you make the most of it?
Social Media Marketing - How can you make the most of it?Social Media Marketing - How can you make the most of it?
Social Media Marketing - How can you make the most of it?Claire Lancaster
 
Social Media Marketing - Claire Lancaster
Social Media Marketing - Claire LancasterSocial Media Marketing - Claire Lancaster
Social Media Marketing - Claire Lancastermadhouseassociates1
 
Content Marketing Through a PR Lens (GroupHigh #OutreachMarketing Summit)
Content Marketing Through a PR Lens (GroupHigh #OutreachMarketing Summit)Content Marketing Through a PR Lens (GroupHigh #OutreachMarketing Summit)
Content Marketing Through a PR Lens (GroupHigh #OutreachMarketing Summit)Geben Communication
 
Social Media Boot Camp & the Role of CRM
Social Media Boot Camp & the Role of CRMSocial Media Boot Camp & the Role of CRM
Social Media Boot Camp & the Role of CRMAptean
 
From Prospect to Evangelist: Optimizing Relationships with Social Media
From Prospect to Evangelist: Optimizing Relationships with Social MediaFrom Prospect to Evangelist: Optimizing Relationships with Social Media
From Prospect to Evangelist: Optimizing Relationships with Social MediaHubSpot
 
Marketing in Today's Digital World
Marketing in Today's Digital WorldMarketing in Today's Digital World
Marketing in Today's Digital WorldMark Nelson
 
“How to Sell Your Content Marketing Investment to the VP of Sales”
“How to Sell Your Content Marketing Investment to the VP of Sales”“How to Sell Your Content Marketing Investment to the VP of Sales”
“How to Sell Your Content Marketing Investment to the VP of Sales”Content Marketing World
 
Secrets of social media roi
Secrets of social media roiSecrets of social media roi
Secrets of social media roirobpetersen
 
Mwmg internet marketing - social media for business - i2i business solution...
Mwmg   internet marketing - social media for business - i2i business solution...Mwmg   internet marketing - social media for business - i2i business solution...
Mwmg internet marketing - social media for business - i2i business solution...davidlaud
 
Inbound Marketing 101
Inbound Marketing 101Inbound Marketing 101
Inbound Marketing 101HubSpot
 
Inbound Marketing101
Inbound Marketing101Inbound Marketing101
Inbound Marketing101Dan St. Peter
 
Social Media Marketing Presentation
Social Media Marketing PresentationSocial Media Marketing Presentation
Social Media Marketing PresentationCristin Grogan
 
“Putting Social to Work: How to Rapidly Grow Your Fans, Your Prestige and You...
“Putting Social to Work: How to Rapidly Grow Your Fans, Your Prestige and You...“Putting Social to Work: How to Rapidly Grow Your Fans, Your Prestige and You...
“Putting Social to Work: How to Rapidly Grow Your Fans, Your Prestige and You...Content Marketing World
 
Social Media + PR + Marketing; how do they work
Social Media + PR + Marketing; how do they workSocial Media + PR + Marketing; how do they work
Social Media + PR + Marketing; how do they workMEPR Agency
 
Online identity and employability
Online identity and employability Online identity and employability
Online identity and employability Lisa Harris
 
Social Media For Business
Social Media For BusinessSocial Media For Business
Social Media For BusinessHannah Redmond
 
How to Generate Revenue from Inbound Marketing
How to Generate Revenue from Inbound MarketingHow to Generate Revenue from Inbound Marketing
How to Generate Revenue from Inbound MarketingRyan Hanley
 
Locality'15 #socialmedia101
Locality'15 #socialmedia101Locality'15 #socialmedia101
Locality'15 #socialmedia101Lydia Davies
 

Semelhante a Content Marketing as a PR Tool (20)

Social Media Marketing - How can you make the most of it?
Social Media Marketing - How can you make the most of it?Social Media Marketing - How can you make the most of it?
Social Media Marketing - How can you make the most of it?
 
Social Media Marketing - Claire Lancaster
Social Media Marketing - Claire LancasterSocial Media Marketing - Claire Lancaster
Social Media Marketing - Claire Lancaster
 
Content Marketing Through a PR Lens (GroupHigh #OutreachMarketing Summit)
Content Marketing Through a PR Lens (GroupHigh #OutreachMarketing Summit)Content Marketing Through a PR Lens (GroupHigh #OutreachMarketing Summit)
Content Marketing Through a PR Lens (GroupHigh #OutreachMarketing Summit)
 
Social Media Boot Camp & the Role of CRM
Social Media Boot Camp & the Role of CRMSocial Media Boot Camp & the Role of CRM
Social Media Boot Camp & the Role of CRM
 
From Prospect to Evangelist: Optimizing Relationships with Social Media
From Prospect to Evangelist: Optimizing Relationships with Social MediaFrom Prospect to Evangelist: Optimizing Relationships with Social Media
From Prospect to Evangelist: Optimizing Relationships with Social Media
 
Marketing in Today's Digital World
Marketing in Today's Digital WorldMarketing in Today's Digital World
Marketing in Today's Digital World
 
Greg savage
Greg savageGreg savage
Greg savage
 
“How to Sell Your Content Marketing Investment to the VP of Sales”
“How to Sell Your Content Marketing Investment to the VP of Sales”“How to Sell Your Content Marketing Investment to the VP of Sales”
“How to Sell Your Content Marketing Investment to the VP of Sales”
 
Metrix 360
Metrix 360Metrix 360
Metrix 360
 
Secrets of social media roi
Secrets of social media roiSecrets of social media roi
Secrets of social media roi
 
Mwmg internet marketing - social media for business - i2i business solution...
Mwmg   internet marketing - social media for business - i2i business solution...Mwmg   internet marketing - social media for business - i2i business solution...
Mwmg internet marketing - social media for business - i2i business solution...
 
Inbound Marketing 101
Inbound Marketing 101Inbound Marketing 101
Inbound Marketing 101
 
Inbound Marketing101
Inbound Marketing101Inbound Marketing101
Inbound Marketing101
 
Social Media Marketing Presentation
Social Media Marketing PresentationSocial Media Marketing Presentation
Social Media Marketing Presentation
 
“Putting Social to Work: How to Rapidly Grow Your Fans, Your Prestige and You...
“Putting Social to Work: How to Rapidly Grow Your Fans, Your Prestige and You...“Putting Social to Work: How to Rapidly Grow Your Fans, Your Prestige and You...
“Putting Social to Work: How to Rapidly Grow Your Fans, Your Prestige and You...
 
Social Media + PR + Marketing; how do they work
Social Media + PR + Marketing; how do they workSocial Media + PR + Marketing; how do they work
Social Media + PR + Marketing; how do they work
 
Online identity and employability
Online identity and employability Online identity and employability
Online identity and employability
 
Social Media For Business
Social Media For BusinessSocial Media For Business
Social Media For Business
 
How to Generate Revenue from Inbound Marketing
How to Generate Revenue from Inbound MarketingHow to Generate Revenue from Inbound Marketing
How to Generate Revenue from Inbound Marketing
 
Locality'15 #socialmedia101
Locality'15 #socialmedia101Locality'15 #socialmedia101
Locality'15 #socialmedia101
 

Mais de Geben Communication

Digital Event Trends: Socializing the Entire Experience
Digital Event Trends: Socializing the Entire ExperienceDigital Event Trends: Socializing the Entire Experience
Digital Event Trends: Socializing the Entire ExperienceGeben Communication
 
Next-Gen PR: Innovating in a Social World
Next-Gen PR: Innovating in a Social WorldNext-Gen PR: Innovating in a Social World
Next-Gen PR: Innovating in a Social WorldGeben Communication
 
Get Inspired: Smarter Facebook Content
Get Inspired: Smarter Facebook ContentGet Inspired: Smarter Facebook Content
Get Inspired: Smarter Facebook ContentGeben Communication
 
Social TV Activation: Driving Engagement & Viewership for a PBS Documentary P...
Social TV Activation: Driving Engagement & Viewership for a PBS Documentary P...Social TV Activation: Driving Engagement & Viewership for a PBS Documentary P...
Social TV Activation: Driving Engagement & Viewership for a PBS Documentary P...Geben Communication
 
Media Relations in a Social World
Media Relations in a Social WorldMedia Relations in a Social World
Media Relations in a Social WorldGeben Communication
 
Media Relations in a Social World
Media Relations in a Social WorldMedia Relations in a Social World
Media Relations in a Social WorldGeben Communication
 
Crisis Communication & Social Media: Understanding PR 2.0's Role in Crisis Re...
Crisis Communication & Social Media: Understanding PR 2.0's Role in Crisis Re...Crisis Communication & Social Media: Understanding PR 2.0's Role in Crisis Re...
Crisis Communication & Social Media: Understanding PR 2.0's Role in Crisis Re...Geben Communication
 
Changing Perceptions with Social Media
Changing Perceptions with Social MediaChanging Perceptions with Social Media
Changing Perceptions with Social MediaGeben Communication
 

Mais de Geben Communication (20)

Checklist: Ready for Launch
Checklist: Ready for LaunchChecklist: Ready for Launch
Checklist: Ready for Launch
 
Pitching Performance Rubric
Pitching Performance RubricPitching Performance Rubric
Pitching Performance Rubric
 
Instagram for PR Success
Instagram for PR SuccessInstagram for PR Success
Instagram for PR Success
 
The Ultimate PR Pro's Toolbox
The Ultimate PR Pro's ToolboxThe Ultimate PR Pro's Toolbox
The Ultimate PR Pro's Toolbox
 
Helpful Apps for Busy Pros
Helpful Apps for Busy ProsHelpful Apps for Busy Pros
Helpful Apps for Busy Pros
 
Digital Event Trends: Socializing the Entire Experience
Digital Event Trends: Socializing the Entire ExperienceDigital Event Trends: Socializing the Entire Experience
Digital Event Trends: Socializing the Entire Experience
 
Next-Gen PR: Innovating in a Social World
Next-Gen PR: Innovating in a Social WorldNext-Gen PR: Innovating in a Social World
Next-Gen PR: Innovating in a Social World
 
Get Inspired: Smarter Facebook Content
Get Inspired: Smarter Facebook ContentGet Inspired: Smarter Facebook Content
Get Inspired: Smarter Facebook Content
 
Social TV Activation: Driving Engagement & Viewership for a PBS Documentary P...
Social TV Activation: Driving Engagement & Viewership for a PBS Documentary P...Social TV Activation: Driving Engagement & Viewership for a PBS Documentary P...
Social TV Activation: Driving Engagement & Viewership for a PBS Documentary P...
 
Solo pr presentation final
Solo pr presentation finalSolo pr presentation final
Solo pr presentation final
 
Social Media Builds Community
Social Media Builds CommunitySocial Media Builds Community
Social Media Builds Community
 
Social Media for Marathons
Social Media for Marathons Social Media for Marathons
Social Media for Marathons
 
Active Listening as a PR Tool
Active Listening as a PR ToolActive Listening as a PR Tool
Active Listening as a PR Tool
 
Digital PR Best Practices
Digital PR Best PracticesDigital PR Best Practices
Digital PR Best Practices
 
Twitter for PR Pros
Twitter for PR ProsTwitter for PR Pros
Twitter for PR Pros
 
Zaarly: A Startup PR Case Study
Zaarly: A Startup PR Case StudyZaarly: A Startup PR Case Study
Zaarly: A Startup PR Case Study
 
Media Relations in a Social World
Media Relations in a Social WorldMedia Relations in a Social World
Media Relations in a Social World
 
Media Relations in a Social World
Media Relations in a Social WorldMedia Relations in a Social World
Media Relations in a Social World
 
Crisis Communication & Social Media: Understanding PR 2.0's Role in Crisis Re...
Crisis Communication & Social Media: Understanding PR 2.0's Role in Crisis Re...Crisis Communication & Social Media: Understanding PR 2.0's Role in Crisis Re...
Crisis Communication & Social Media: Understanding PR 2.0's Role in Crisis Re...
 
Changing Perceptions with Social Media
Changing Perceptions with Social MediaChanging Perceptions with Social Media
Changing Perceptions with Social Media
 

Último

Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 

Último (20)

Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 

Content Marketing as a PR Tool

  • 1. Heather Whaling • @prTini prTini.com • #CMWorld Content Marketing Bolsters PR Heather Whaling Geben Communication @prTini • #cmworld #cmworld
  • 2. Sign of the Times Kodak: Bankrupt • Instagram: Acquired for ~$1 billion #cmworld
  • 4. Desired Outcomes: educate eliminate generate activate & barriers leads accelerate Photo credits: Schoolhouse, Post-It, Line, Runner #cmworld
  • 6. PR Goals: • Change perceptions • Build collaboration • Innovate best practices • Educate #cmworld
  • 7. Content Buckets: • Innovation in Action • Relationship-driven Business • Cleveland (Ohio) Rocks • Paving the Way Through Leadership • Madison: Up Close & Personal #cmworld
  • 8. Sparks Innovation Center: Crowdsourced product development #cmworld
  • 9. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• #cmworld
  • 10. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• #cmworld
  • 11. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• #cmworld
  • 12. Innovation in Action Madison: Up Close & Personal Paving the Way Through Leadership ••• Results: • Hundreds of submissions • 17% company growth • 37% new sales growth #cmworld
  • 14. Innovation in Action Relationship-driven Business Paving the Way Through Leadership ••• #cmworld
  • 15. eliminate barriers #cmworld
  • 16. Columbus Marathon: a social media case study #cmworld
  • 17. Priorities: • Communicate with people when & where they want • Foster engagement • Eliminate the “scare” factor • Sustain year-round community • Improve customer service #cmworld
  • 18. after you nail the basics, add some sizzle #cmworld
  • 19. Virtual Scavenger Hunt: • Drive traffic to the new website • Positive reinforcement • Establish new connections with potential marathon runners/walkers • http://bit.ly/CbusMarathonHunt #cmworld
  • 20. Tweet & Go Seek #cmworld
  • 21. New partner: Sponsor: Participant: Taking note: #cmworld
  • 22. First Marathon to Join Pinterest Among top 15 referring sites to the website #cmworld
  • 23. Ask the Race Director • Live broadcast on Ustream • Solicited questions on Facebook,Twitter, blog & enewsletter • 45 minutes, over lunch hour #cmworld
  • 24. 30 Tips, 30 Days • 8 of the top 10 blog pages in 2011 were tips • Blog traffic grew 260% • Percentage of pageviews tripled from 2010 #cmworld
  • 25. The Final Countdown • 1,175 shares • 476 shares • Week-of interactions increased 385% • Secured car donation #cmworld
  • 26. Results: • 2010, 2011 races sold out faster than ever • 2012 registration pacing ahead of 2011 • 2011 data: – Facebook “likes” increased 130%, engagement increased 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 on Facebook the week of the marathon #cmworld
  • 27. generate leads #cmworld
  • 28. Timely infographics • Increased traffic 360% • 50+ viable leads • Opened doors in sports vertical #cmworld
  • 29. Heather Whaling • @prTini heather@gebencommunication.com subscribe: bit.ly/prTini Disrupt the status quo. Build awareness. Acquire customers. Excel in the social world. Increase sales. Innovate best practices. #cmworld