#cmworld
Heather Whaling • @prTiniprTini.com • #CMWorld
Content Marketing Bolsters PR
Heather WhalingGeben Communication
@prTini • #cmworld
#cmworld
Sign of the TimesKodak: Bankrupt • Instagram: Acquired for ~$1 billion
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#cmworld
Desired Outcomes:
Photo credits: Schoolhouse, Post-It, Line, Runner
activate &
accelerate
educate eliminate barriers
generate leads
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educate
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PR Goals:
• Change perceptions
• Build collaboration
• Innovate best practices
• Educate
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Content Buckets:• Innovation in Action• Relationship-driven Business• Cleveland (Ohio) Rocks• Paving the Way Through Leadership• Madison: Up Close & Personal
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Sparks Innovation Center:
Crowdsourced product development
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Innovation in Action Madison: Up Close & Personal
Paving the Way Through Leadership
• • •
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Innovation in Action Madison: Up Close & Personal
Paving the Way Through Leadership
• • •
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Innovation in Action Madison: Up Close & Personal
Paving the Way Through Leadership
• • •
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Results: • Hundreds of submissions• 17% company growth• 37% new sales growth
Innovation in Action Madison: Up Close & Personal
Paving the Way Through Leadership
• • •
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Innovation in Action Relationship-driven Business
Paving the Way Through Leadership
• • •
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eliminate barriers
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Columbus Marathon: a social media case study
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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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after you nail the basics, add some sizzle
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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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Tweet & Go Seek
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New partner:
Sponsor:
Participant:
Taking note:
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First Marathon to Join PinterestAmong top 15 referring sites to the
website
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Ask the Race Director
• Live broadcast on Ustream• Solicited questions on
Facebook,Twitter, blog & enewsletter
• 45 minutes, over lunch hour
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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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The Final Countdown• 1,175 shares• 476 shares• Week-of interactions
increased 385%• Secured car donation
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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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generate leads
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Timely infographics• Increased traffic
360%• 50+ viable leads• Opened doors in
sports vertical
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Disrupt the status quo. Build awareness.
Acquire customers. Excel in the social world.
Increase sales. Innovate best practices.
Heather Whaling • @[email protected]
subscribe: bit.ly/prTini
