While storytelling has always been a core component of effective public relations, social media has given rise to a new set of opportunities to create and distribute content that supports PR initiatives. As the Columbus Marathon and Madison Electric Products
learned, quality content changes behavior, activates audiences and supports business objectives. This presentation will share two very different case studies – highlighting
best practices and applicable tips from each. From live “Ask the Race Director” UStream shows and a virtual scavenger hunt … to white papers and strategic blog posts … Madison and the marathon created success by creating compelling content.
7. Content Buckets:
• Innovation in Action
• Relationship-driven Business
• Cleveland (Ohio) Rocks
• Paving the Way Through Leadership
• Madison: Up Close & Personal
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12. Innovation in Action
Madison: Up Close & Personal
Paving the Way Through
Leadership
•••
Results:
• Hundreds of submissions
• 17% company growth
• 37% new sales growth
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17. Priorities:
• Communicate with people when &
where they want
• Foster engagement
• Eliminate the “scare” factor
• Sustain year-round community
• Improve customer service
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19. Virtual Scavenger Hunt:
• Drive traffic to the new website
• Positive reinforcement
• Establish new connections with potential
marathon runners/walkers
• http://bit.ly/CbusMarathonHunt
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21. New
partner:
Sponsor:
Participant:
Taking
note:
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22. First Marathon to Join Pinterest
Among top 15 referring sites to the website
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23. Ask the Race Director
• Live broadcast on Ustream
• Solicited questions on
Facebook,Twitter, blog &
enewsletter
• 45 minutes, over lunch hour
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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
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25. The Final Countdown
• 1,175 shares
• 476 shares
• Week-of interactions
increased 385%
• Secured car donation
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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
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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
Notas do Editor
The power of online storytelling: Sharable, visual, interesting content wins.
jenrobinson/
85 YO company. Products had become commodities. Industry isn ’t exactly know for being cutting edge/glamorous. Madison knew if they could help raise the industry as a whole up, it would be good for everyone involved. 3 main goals: - Change how people perceveid Madison and its products Encourage collaboration to create win-win relationships Innovate best practices and teach Content marketing was a key pillar of the PR strategy.