Whether you are an industry professional, manufacturer, retailer, press or service provider – you need to know the latest tools, tricks and trends for navigating social media, public relations and content marketing. This seminar will cover how we tell our story in today’s content rich and ever-changing environment.

1. Storytelling in the Modern Era
by Lori Dolnick, Frank Advertising
(c) 2016 Frank Advertising

2. The
convergence of
Content
Marketing, PR
and Social
Media…
8
L
l5
7 s
.
6f
What you need to know to tell your story effec3vely
2(c) 2016 Frank Advertising

3. The importance of storytelling
In 1970s, we were exposed to 500 marketing messages per day
today, we are bombarded with as many as 16,000 or more.
Fifty percent of Americans sleep with their phone next to them,
including 80 percent of 18-to 24-year-olds. Twenty percent check
their phone every 10 minutes.
Millennials, now between the ages 19 to 34, actually expect
brands to develop content for them, with 80 percent wanting to
be directly entertained through content marketing.
“As smart content marketers, we need to keep in mind that channels come and go, but good stories
(and storytelling) last forever.”
—Joe Pulizzi, Founder, Content MarkeFng InsFtute and Author, Content Inc.
03(c) 2016 Frank Advertising

4. Coca-Cola
Yesterday and
Today
In 1971, an airport delay inspired a worldwide
phenomenon.
4(c) 2016 Frank Advertising

5. 5(c) 2016 Frank Advertising
https://youtu.be/2msbfN81Gm0

6. Coca-Cola
Yesterday and
Today
In 2012, Coca-Cola makes a commitment to move from
crea3ve excellence to content excellence.
6(c) 2016 Frank Advertising

7. 7(c) 2016 Frank Advertising
https://youtu.be/LerdMmWjU_E

8. 8
Relevant
Content Drives
SEO
Google Search
60% of companies report that their
SEO and content strategy are
integrated. (Digital Marke3ng, 2014)
So if you want to be found in search engines today, it’s
almost impossible to game the system (some3mes called
“black hat search engine op3miza3on”) without a solid
content marke3ng strategy. Joe Pulizzi - Epic Content
Marke3ng
(c) 2016 Frank Advertising

9. Driving Traffic
Mobile
All online content must be op3mized
for mobile
User Experience
All online content must provide a
posi3ve user experience
Relevancy
Only relevant content is rewarded on
Google - no more unnatural keyword
stuffing!
According to Phil Frost of Main Street ROI - “In 2016 Google will con3nue to fight manipula3ve SEO tac3cs
such as keyword stuffing, unnatural in-bound links, unnecessary pages for similar keywords. Local and mobile
search will rise in importance and social signals will become more important.”
9(c) 2016 Frank Advertising

10. 0
1000
2000
3000
4000
2011 2012 2013 2014 2015
Website Traffic
FA Case Study
10
Imports to U.S. are outpacing marketplace -
up 13.3% vs. market at 6.6%
• Social and PR continue to grow in reach, engagement, impressions
• Website was changed to a mobile responsive, content based
WordPress site
• Content is updated consistently via events, blog, PR, Images,
shopping area/Quick Ship Program, educational CEUs, etc.
Any surprise that the website has 3x the traffic vs. 2011, direct leads
are up and we are spending less than 1/2 of what we did on
marketing vs. 2011?
(c) 2016 Frank Advertising

11. How to be
Relevant
What defines relevancy:
• It is about the customer, not
you.
• It is NOT one-size-fits-all blasts.
• It is two-way conversa3on
instead of a monologue.
• It has a long shelf-life.
Epic Content Marke3ng by Joe Polizzi
`11
You do not lead by hitting people over the head—
that’s assault, not leadership.
DWIGHT D. EISENHOWER
(c) 2016 Frank Advertising

12. Identify your target and what is
important to them…
Research READ ConnectData
s a uq
2 3 41
Google’s Keyword Planner
Tool
Flipboard
Subscribe, acend, listen
Connect your
strengths, messages
with trends, keywords
to find your niche
Know who your target
audiences are. Run the data.
• Reverse zip code research
• compete.com
12(c) 2016 Frank Advertising

13. Storytelling
Tool Box
PUBLIC RELATIONS
Non-paid stories, reviews,
product placements, etc. featured
online, print and broadcast. Could
include mace stories or paid wire
releases which tradi3onally falls
under PR.
SOCIAL MEDIA
Facebook, Instagram, Pinterest,
Twicer, SnapChat, Google+, etc. -
marke3ng and adver3sing on
social media. YouTube and social
video also fall within this
category.
CONTENT MARKETING
Paid placements of stories
(online/print). It could also
include blogging, newslecers,
white papers, webinars,
infographics, reviews, case
studies, podcasts, events, and can
even encompass PR and Social.
8
“Over the years I have become convinced that we learn best—and change—from hearing stories that
strike a chord within us… Those in leadership posiFons who fail to grasp or use the power of stories risk
failure for their companies and for themselves.”
—John KoLer, Harvard Business School professor, and author, Leading Change
13
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(c) 2016 Frank Advertising

14. PAID
Common Terms for Content Marketing
EARNED OWNED
Internet Adver3sing
PPC - Search Marke3ng
Mobile Adver3sing
Sponsorships
Paid Applica3ons
Social Media
Word of Mouth
User Forums
News, PR, Announcements
Blogger Rela3onships
Brand & Product Websites
Mobile Brands
Mobile Apps
Customer Care Services
Proprietary Blogs
14(c) 2016 Frank Advertising

15. All budgets
are limited
Everyone can take advantage of
the same strategies regardless of
budget
• We all have target audiences
• We all need to market to them
• We all have limited 3me and
money
• We all need customers, website
traffic and sales
15
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(c) 2016 Frank Advertising

16. FA Case Study
Trade Show
Launches
Social Media/
Influencer Promo3on
- Hashtag Contest
- BlogTour
- Twicer Chats
Public Rela3ons
• Wire Releases
• Mace Stories
• Awards
Social Videos -
placed on key
channels
Charity Tie-In
16
Paid Content
(c) 2016 Frank Advertising

17. 70% of consumers prefer
getting to know a company via
articles over ads.
Content+
(c) 2016 Frank Advertising 17

18. the
editor
becomes
the target
Public Relations
93%of reporters prefer to be pitched by
email. (2016 State of the Media - CISION)
“Media is everything that communicates a message.
The goal is to connect a message with the people who
need to hear that message. Journalists want great
stories. PR pros want to help supply the material to
write those great stories. When these two things
come together in the right away, amazing things
can happen.”
4 Pillars of a Media Rela3ons Master
by Michael Smart
18(c) 2016 Frank Advertising

19. Therapedic International
CONTACT: Lori Dolnick
ldolnick@frankadvertisingus.com
Phone: 609.490.0999 ext. 22
Nikki Scalia
nscalia@frankadvertisingus.com
609.490.0999 ext. 20
CONNECT WITH US:
Facebook.com/Therapedic Twitter.com/Therapedic Pinterest.com/Therapedic
FOR IMMEDIATE RELEASE
Therapedic®
releases Back to College Bedding Collection
for 2016-2017 School Year
Princeton, New Jersey – April, 2016 – Therapedic
®
releases their line of Back to College bedding products for the
2016/2017 school year, available exclusively at Bed Bath & Beyond. With the goal of providing everything students
need to make their dorm bed as comfortable as their bed at home, the collection includes a variety of bedding
products from the TruCool traditional pillow to the Therapedic 6” Memory Foam Mattress, available specifically in
Twin XL. Also included are a variety of mattress toppers and mattress pads including the 3” Deluxe Quilted Memory
Foam Mattress Topper, the 2” Memory Foam Mattress Topper, 500 Thread Count Mattress Pad, and 300 Thread
Count Mattress Pad all in twin extra long sizes for dorm room beds. For additional comfort, look for a brand new
Therapedic Reading Wedge with a white knit cover. To add a personal touch to the reading wedge, additional knit
covers in various colors are sold separately.
"College is an exciting transitional period for young adults that will shape their academic and professional future,"
states VP of Brand Relations Susan Mathes. "Every day more evidence shows the correlation between sleep and
student success, and Therapedic top of bed products provide the comfort that students need for a restful night’s
sleep."
For press release and images, click here: http://bit.ly/TherapedicPressKit
Product Guide:
New! Therapedic
®
Reading Wedge
The all-new Reading Wedge supports the neck, back and shoulders while reading, resting or watching TV. The
PROLOFT
®
Micro Gel Fiber Fill is hypo-allergenic and feels like down while still offering firm support. Measures 18”
x 36” x 12”. MSRP: $69.99 Knit covers in various colors are also available for added personalization for an
additional $19.99. Available in stores June 2016.
68%
of reporters rank press
releases as one of the most
important PR resources
79%
want tailored pitches to suit
their coverage/beat
77%
want PR pros to becer
research/understand my
outlet
i
z
What editors want…
19
c
2016 State of the Media - CISION
(c) 2016 Frank Advertising

20. 6 tips for SEO-savvy news releases
Be strategic with links.
Limit links to 1-3 per release to
avoid search engines
classifying your release as
spam.
Make your text web-friendly.
Don’t be afraid to let
mulBmedia do the talking,
either. A release with photos
and videos can see 288 percent
more views.
Avoid repeBBon
RepeBBve links, headlines
could be considered spam by
Google.
Hone your headlines.
In any Google search result,
only the first 50-60 characters
of the Btle will appear.
Create newsworthy quotaBons.
Keep your expert’s quotes
brief and tweetable (less than
100 characters). Include a
keyword.
Put your subhead to work.
Let your subhead carry more
weight and provide context for
your release.
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20(c) 2016 Frank Advertising
PR Daily

21. FA Case Study
21(c) 2016 Frank Advertising
Travel
Editors
Health &
Consumer
Editors
Pet
Editors
Trade Editors
Back to
School
Editors

22. Wri3ng a Press Release
• PR Newswire
• AP Style Guide
List Management/Media
Rela3ons
• HARO - Help a Reporter
Out is a great resource for
DIY marketers who want to
reach editors one-on-one
Measurement/Tracking
• Google Alerts
• Hootsuite
• Allow social alerts
• Google Analy3cs
fff
22
Resources
Hacks…

23. Companies with an active
blog report 97% more leads.
Content+
(c) 2016 Frank Advertising 23

24. Blogs
Yesterday and
Today
Blogs in past ran latest story first - you have to scroll or
search to find stories of interest to you. Evidence of past
promo3ons that served what was important to them vs.
handing reins to consumer of the media…
24(c) 2016 Frank Advertising

25. Blogs
Yesterday and
Today
Blogs today offer a grid format that takes past stories and
offers them up under relevant categories.
Keeps customers on site longer.
Repurposes older “ever green” content.
Offers higher relevancy/SEO/Interest
25(c) 2016 Frank Advertising
blancobydesign.com

26. Content
is
the
hub
Social Media
99%of people who share via social
networks are sharing via mul3ple
plaoorms. (AOL & Nielsen)
Lori Ruff. (@loriruff) “Social media is here. It’s not
going away; not a passing fad. Be where your
customers are: in social media.”
26(c) 2016 Frank Advertising

27. 27(c) 2016 Frank Advertising
Lee Odden, CEO of TopRank Online
Marke3ng and author of Op3mize, preaches
about the value of the hub-and-spoke model.
The hub (your blog or website) becomes the
center of your content marke3ng universe,
and the spokes are places to syndicate your
content.

28. 28(c) 2016 Frank Advertising

29. Social is always evolving
Twicer
New API will allow longer tweets
and will not count photos and
other content like Retweets in
character count.
Facebook
Con3nuous Live Video, New API
that reduces value of Hashtags,
Rewarding Video Content.
Instagram
New API impacts IFTT.
Improvements to direct
messaging, sugges3ons for
follows, Comment from
desktops, longer videos.
8
Social Media Rule #1 - The Rules are Changing… Lori Dolnick @dolnick
1. Marketers want to learn most about Facebook: While 93% of marketers are using Facebook, 68% want to learn more
about it and 62% plan on increasing Facebook acFviFes.
2. Most marketers aren't sure their Facebook markeFng is effecFve: Only 45% of marketers think that their Facebook
efforts are effecFve. (Michael A. Stelzner, Founder, Social Media Examiner)
29
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(c) 2016 Frank Advertising

30. l 54% of marketers say they will
increase their content marke3ng
spending in the next 12 months.
Content Marketing Institute
Social Advertising
30
SocialFresh
(c) 2016 Frank Advertising

31. Keeping up with industry
changes
• Social Media Examiner
Content Planning
• Word or Google Calendars
Books to Read
• Epic Content Marke3ng by
Joe Pulizzi
• The Art of Social Media by
Guy Kawasaki & Peg
Fitzpatrick
• Customer Service: New
Rules for a Social Media
World by Peter Shankman
Scheduling/Analy3c Tool/
Visualiza3on
• Hootsuite
• Storify
• Keyhole
31
Resources
Hacks…
(c) 2016 Frank Advertising

32. 79% of marketers report their
organizations are shifting to
branded content.
Forrester
(c) 2016 Frank Advertising 32

33. Image-based posts remain the
most popular op3on for content,
and for good reason. They are
familiar, easily diges3ble, and the
formats with which content
creators are most comfortable.
What is content?
33
SocialFresh
(c) 2016 Frank Advertising

34. 34(c) 2016 Frank Advertising
Back to Hub-and-Spoke concept…
• Velocity Partners also calls this
Content Atomiza3on.

35. Social Video
YouTube
• Annota>ons, links,
descrip>ons, >tles, and tags
help videos reach more
people.
• Shorter is beCer. (Under 3
min.)
35
Facebook
• Keep autoplay in mind.
• Make it mobile-friendly. More
than 65% of video views on
Facebook come from mobile.
Hootsuite
Instagram/TwiCer
• Instagram is 60 seconds or
less. (TwiCer is 30 seconds or
less.)
• TwiCer offers real >me video
responses.
• Instagram hyperlapse app.
• Boomerang app.
“Eight billion daily video views on Facebook. Over 1 billion YouTube users. Social
video is beginning to dominate almost every platform—and it’s only getting bigger.”
Hootsuite

36. Content Planning
Relevant Stories DistributionTarget Audience
Iden3fy targets. Iden3fy messages
relevant to them.
Develop earned, paid and owned
content around these messages.
Plan distribu3on of the content
created.
“Stories cons3tute the single most powerful weapon in a leader’s arsenal.”
Dr. Howard Gardner, Prof. Harvard Univ.
36(c) 2016 Frank Advertising

37. Measurement
V
g
I
b
aTrackable
Links
Google
Analytics
Social
Analytics
Listening Tools
PR Clipping
Reports
When your website is the hub - everything can and should be tracked/measured.
37(c) 2016 Frank Advertising

38. Thanks for your
Attention
www.frankadvertisingus.com
http://bit.ly/WithItDolnickStorytelling
(c) 2016 Frank Advertising