Growing Your Business with
Earned Media
What is PR?
Example #1: When Your Dad Realizes You Aren’t A Journalist
in a Top-Tier Business Publication
Me: “Look at the exclusive article I just landed in Forbes, I sent you the link!
Dad: “Awesome! I will look now.”
Dad: “I showed everyone at work the article you wrote. So PROUD of you!!!”
Me: “I didn’t write the article… I don’t write for Forbes. I booked the interview
between my client and the journalist about the customer they were working
with.
Dad: “Oh.”
@jellymarketing
@dariankovacs
4 Mediums of PR in 2017
Different types of PR
1. Traditional
- TV, Radio, Newspaper, Magazines
2. Digital
- Online magazines, Blogs, Podcasts
3. Experiential PR
- Events, Stunts
4. CSR
@jellymarketing
@dariankovacs
It’s more important what
others say about you than
what you say about you.
@jellymarketing
@dariankovacs
You are Tinder and
eHarmony for your brand
@jellymarketing
@dariankovacs
Experiential PR
The craziest yet doable idea you can think of
- Canadian beer vending in Trafalgar Square
- Red Bull: jumping from space
- Game of Thrones skull on beach for Season Three Series Release
@jellymarketing
@dariankovacs
https://www.youtube.com/watch?v=HOgGlmt9qFY
CSR or Corporate Social Responsibility:
- An organization's mission as well as what the company
represents for its consumers.
- A creative opportunity to strengthen the business while
contributing to society at the same time
@jellymarketing
@dariankovacs
CSR
People: Fair labour practices, the community and region where
the business operates.
Planet: Sustainable environmental practices.
Profit: Economic value created by the organization.
@jellymarketing
@dariankovacs
The Purpose Era
In 2017, expect brands to grow even more creative,
collaborative, transparent and inclusive.
@jellymarketing
@dariankovacs
Some of the most prevalent CSR trends
that are shaping the industry in 2017:
Collaboration continues to be key
Most companies understand that a collaborative approach across departments
is necessary for CSR success. The smartest companies also know that
collaboration outside of the organization is critical.
Think of organizations/causes that align with your CSR goals
@jellymarketing
@dariankovacs
Unique and viral storytelling continues to
be a requirement
- Stories have always been an important part of CSR, and this year,
companies got more creative with both content and platform.
- In 2017, it’s likely we’ll see some companies begin to experiment with
virtual reality (VR) to give their communities new ways to engage and build
empathy for causes.
@jellymarketing
@dariankovacs
Influencer Marketing and PR
What is it?
- Influencer marketing is a form of marketing that focuses on using key
individuals or leaders to drive your brand’s message to the larger market.
- Rather than marketing directly to a large group of consumers, you instead
use influencers to get the word out for you.
@jellymarketing
@dariankovacs
- Influencer marketing often goes hand-in-hand with two other forms of
marketing: social media marketing and content marketing.
- Most influencer campaigns have some sort of social media component,
whereby influencers are expected to spread the word through their
personal social channels
- Many influencer campaigns also carry a content element in which either
you create content for the influencers, or they create the content
themselves.
@jellymarketing
@dariankovacs
https://www.youtube.com/watch?v=8fhtXBTrerM
Who is an Influencer?
-
Celebrities
Bloggers
Social Media famous
Even businesses can be considered influencers
@jellymarketing
@dariankovacs
https://www.youtube.com/watch?v=_2hUVUR6OYw
The benefits of partnering
with influencers
1. Expand your reach: Find an influencer whose interests align with yours, and
you’ve found an audience that is more likely to purchase your product.
2. Increased brand awareness: We tend to trust brands we have seen before,
heard of, or that someone we know (or follow) has mentioned. Having an
influencer plug your brand/product on social media gets that ball rolling.
3. Improve your SEO: Links, links, and more links! Use sponsored or guest
posts to drive traffic back to your site.
@jellymarketing
@dariankovacs
…continued
4. Gain credibility: One way to jump start positive word of mouth is to get an
influencer to review or promote your product
5. Save money: You don’t need to target huge influencers to get your message
out. The 10k rule: Influencers under 10k tend to be fine with a product
exchange and some exposure instead of money.
6. You’re out of the limelight: Instead of YOU always telling people how great
your business is, you can have someone else do it for you (it eliminates
those feelings of bragging).
“Advertising is saying you’re good.
PR is getting someone else to say you’re good.”
– Jean-Louise Gassee
@jellymarketing
@dariankovacs
Recap: Why it works
-
It’s word of mouth
- Potential customers are hearing about your brand from
someone other than you
- It’s relationship building and trust between the reader and
blogger/influencer
-
It’s social
- Once the influencer shares the post or photo, fans and readers
pick it up
- Many influencers have great relationships with media and are
followed by the outlets you want to be featured in
-
Consumers are tired of your paid ads
- Who do you trust when we’ve seen it all before?
- “Nobody counts the number of ads you run; they just
remember the impression you make.” – Bill Bembach
@jellymarketing
@dariankovacs
-
It’s Native Advertising
- It’s organic content which creates a better experience for the consumer
- Not so “in your face”.
-
It helps your SEO
- On top of building your brand and improving your sales numbers,
influencer marketing also helps your search engine ranking
- The more people mention your brand on social media, the more
popular and relevant you will be on Google.
-
It’s Targetable and Trackable
- Every website visit, social like, and picture posted online can be
stored and analyzed, yielding data that turns into valuable insights
about your target market and your advertising performance.
@jellymarketing
@dariankovacs
https://www.youtube.com/watch?v=Y_69COK7HnY
How to Run a Successful
Influencer Campaign
- Find the right influencer for your brand
- Who aligns best with you?
- How much reach do they have?
- What is the cost to you?
- Many influencers charge for posts
- Or may exchange post for services
- Make sure you have a contract
- Have a clear call to action
- Show the love!
@jellymarketing
@dariankovacs
The benefits of partnering
with influencers
-
Launch a contest, campaign, or cause.
Ask supporters to speak up on their social media platform using the chosen
hashtag
Create the opportunity for supporters to express themselves, which
means giving up some control of the message. This empowers
supporters to be more creative in the content they share.
- Being authentic on social is imperative, and creating a campaign that is a
related, yet un-branded effort will help ensure that you’re providing a
meaningful experience for your audience.
@jellymarketing
@dariankovacs
Create a feedback loop
-
Create a dedicated page on your website that features a selection of the
best submitted content
Listen, curate and celebrate
By touting your audience’s contributions and giving them some love in
return, you’ll encourage further action
By using your platforms to encourage the perception that “everyone is
talking about this/aware of this/using this, etc,” you’re guaranteed to see
more success and engagement by your fans and their networks.
@jellymarketing
@dariankovacs
Be clear about your objective
No matter your audience or influencer, think about how you
Can interact in an authentic yet data-driven manner that’s
focused on core message.
@jellymarketing
@dariankovacs
Reporting (ROI)
-
Impressions (readership)
Reach (social reach and e-newsletter reach)
Monetization
Change (survey before and after campaign)
@jellymarketing
@dariankovacs
UTM CODE
@jellymarketing
@dariankovacs
Guest Blogging
For brands with a blog, guest blogging is another way to
use influencers to leverage your brand
-
Pick the right blogger or influencer for your brand
There may be compensation involved
They write a blog for you
Share on their site along with social media channels
@jellymarketing
@dariankovacs
Egos, Relationships, Trial and Error
-
Working with influencers and media = egos
Tips for keeping them happy
- Exclusivity
- Personalizing emails instead of mass email
- One-on-one coffee dates
-
There will be some trial and error
- Some things or some people will work out – others won’t
@jellymarketing
@dariankovacs
Content Calculator
Photographer - $750
Videographer - $1000
Writer - $500
Total - $2250
vs.
Blogger covering your brand
@jellymarketing
@dariankovacs
Average Prices in Canada for Advertorial
- Advertorial in Provincial and National print (1/2 page)/Digital Publication - $5000
- Advertorial in specialized vertical publication Print/Digital - $5000
- Advertorial in Regional Online Publication - $2500
- Hyper Vertical or Hyper Regional - $150-$800
@jellymarketing
@dariankovacs