Post on 01-Sep-2014
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Digital Public Rela.ons (46th Anvil Awards Briefing)
Jane?e Toral h?p://www.digitalfilipino.com
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
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
Do you know what people say about you?
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
Online consumers are now media
Real-‐.me streams Real-‐.me search
Real-‐.me expecta.ons
All channels will be digital
TV PRINT POS CRM
digital digital digital digital
All channels will be social
We don’t believe in hypes.. (we trust friends more)
TV PRINT POS CRM
digital digital digital digital
social social social social
Gaming
Mobile
They are all “life” (or part of our lives)
SITE LAUNCH STEP #1 RESEARCH
h?p://www.google.com/insights/search
Find out compe..on through search engine.
Search engine is a reputa.on engine.
SITE launch Step #2 Structure / Op.mize
• About the site • Company index • Categories
– Cat1 • Photo • Descrip.on • Company info
• Keyword: category, company name
• Sidebar – Facebook page – Twi?er – Slideshare – Archives – Ads – About author – News
h?p://www.halalcer.fiedfood.com launched August 10.
SITE Launch STEP #3 CAMPAIGN
Where?
• FREE – Twi?er – Facebook – Blog
• Paid – Blogs – Google Adsense
Tap bloggers & linkerac to promote what you do.
SITE Launch STEP #4 MEASURE
Monitor your ranking. (results as of August 11)
Listed -‐ Search results
#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.
Digital PR #1: Interac.ve
Tell vs. show vs. involve
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.
22
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.
Havaianas Original: Results
Site traffic was generated organically by employing a very effec.ve SEO plan and integra.ng viral sharing features on the site.
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.
Winner of DigitalFilipino Social Networking Awards 2010 (Micro Blog category)
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.
Digital PR #2: Customizable
Shared?
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)
Key Learnings • Incen.vized consumer engagement with the blogger community around a
strong concept can drive rich RESPONSE and online brand presence.
“What’s in it for me?”
iPod Nanos, cash & products
Big Idea
Real Leaf Paparazzi
Medium
Key Blogs & Blog Networks
= 150+ product-‐related photos
400+ blog posts
40+ related search results
1st place: Mommy Talks by Precious Bahin.ng h8p://www.mommytalks.net/2010/01/real-‐leaf-‐paparazzi.html
Search Results for: “Real Leaf” Google Top 10 results
Before: 1 video, 1 employee post Aser: 8 on the Top 10 search results
Digital PR #3: Contextual
Relevant?
Winner of DigitalFilipino Social Networking Awards 2010 (Social Network category)
Results
• 50 high profile celebri.es contributed content • In less than a month aser its launch, US$15,000 was donated to Red Cross.
• Aim to reach 10,000 Likes or Fans (.pping point).
• Social context drives advocacy
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.
New e-‐mail marke.ng systems like Flowtown.com has also integrated social media component.
Digital PR #4: Entertaining
Grabs a?en.on.. WOW!
TV PRINT POS CRM
digital
social
game
digital
social
game
digital
social
game
digital
social
game
Winner of DigitalFilipino Social Networking Awards 2010 (Social Network category)
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.
Digital PR #5: Playable
TV PRINT POS CRM
digital
social
game
digital
social
game
digital
social
game
digital
social
game
BACKGROUND Apl de Ap + MTV Asia + PH DOT
were in search for the next unsigned PINOY ARTIST
Winner of DigitalFilipino Social Networking Awards 2010 (Media Vo.ng category)
RESULTS >> over 1,000 entries in less than 2 week seed;
>> Quantity: Over 84 posts in 3 days >> Quality:
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
4,000% ROI vs. CLIENT SPENDING
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)
KEYWORDS GOOGLE YAHOO BING
Corporate events coverage Philippines 1 1 1
Corporate video Philippines
1 1 1
Events video coverage Philippines 1 1 1
Events coverage Philippines
1 2 1
Corporate events coverage
2 8 4
Video coverage Philippines
5 1 2
Events video coverage
2 10 9
It increased the inquiry about 3 times. Bookings also increased from the time the campaign was launched.
RESULTS
Digital PR #6: Useful
TV PRINT POS CRM
digital
social
game
digital
social
game
digital
social
game
digital
social
game
mobile mobile mobile mobile
Become part of our life… strike on emo.ons
Understand people, then technology.
Hard Fun Frustration
People Fun Amusement Admiration
Easy Fun Curiosity Wonder Surprise
Serious Fun Excitement Relaxation Values
A successful Digital PR
• People will search for you. • People will write about you. • People will share you.
Preparing your entry
• What does the entry plan to achieve? – PR versus Adver.sing – (reputa.on building)
• Target public – Audience profile (niche
segment) – Sites
• Execu.on – Website (share-‐able) – Campaign
• Blog • Facebook • Twi?er • Social Media
– Results • Page views • Likes • Share • Retweet • Comments • Re-‐blog
Impact must be clearly stated from its PR perspec#ve.
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
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.