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How to Generate Traffic and Buzz with ith Social S i lM Media di M Marketing k ti

Tuesday, September 9, 2008


50 West Case Studyy Background Summary New York York-based based developer Time Equities, Equities Inc. Inc hosted a groundbreaking event June 23, 2008 to celebrate Lower Manhattan's newest green residence and boutique hotel, 50 West Street. Designed by world-renowned architect Helmut Jahn the $600 million, Jahn, million 580,000 580 000-square-foot square foot mixed mixed-use use skyscraper anticipates LEED-Gold certification upon its completion in 2011. Sustainable technologies utilized by the eco eco-friendly friendly building will include a green roof, water-efficient plumbing fixtures, automated blinds and energy control systems. Demolition waste will be recycled, and the new construction materials will be sustainable and rapidly renewable. renewable The 65 65-story story tower will feature an energy efficient glass facade to promote use of daylighting and filter UV rays.

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Marketingg Challenges g Challenges 1. A highly g y focused and targeted g social media campaign p g with a ppowerful video component to engage top sustainable building communities. 2. Organically reach key communities to preserve the exclusivity of the campaign and create an online groundswell. groundswell

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Solution Social Media Campaign and Professional Video Jennings g Public Relations & Advertising, g, Inc. launched a comprehensive p social media relations campaign and produced a professional video to create a groundswell within the online space. • Identified key words for search engine optimization. optimization • Performed an online assessment to indentify key influencers. • Engaged top bloggers by participating in the online conversation. • Developed a multimedia press release with digital photos and video components for distribution among the top ranking news content sharing sites. • Produced and viralized a professional video for distribution among niche online communities. communities • Pitched to top bloggers for exclusive rights to the video.

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Groundbreakingg Viral Video Jennings Public Relations & Advertising produced a professional viral video of the 50 West Groundbreaking Event. The video showcased on five targeted video sharing sites. sites

ž More than 2,000 unique video views across video sites

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Blogg Placements & Pickups p JPRA engaged online influencers to create a powerful f l groundswell, d ll targeting sustainable building blogs, industry bblogs ogs aandd lower o e Manhattan/NYC blogs.

ggreenbuildingsNYC g

Jetson Green The Green Meetingg

Contractor Headlines Š Confidential and property of Jennings Public Relations & Advertising 2008

Scott’s Weblog

ENN: Environmental News Network

Fair Home

The Green Blog


Blogg Placements & Pickups p The site reaches more than 4,500 unique visitors monthly.

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Blogg Placements & Pickups p Currently the site serves an average trendy green audience of more than 2 300 ddaily 2,300 il RSS readers d and more than 60,000 monthly unique visitors. Many of the readers include bloggers, journalists, architects, designers and other professionals.

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Blogg Placements & Pickups p This site serves a vibrant community of environmental decision makers and has an estimated monthly traffic of more than 41,000 unique visitors from the United States.

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Multimedia Press Release JPRA developed a multimedia press release and distributed via an online platform. The release included highly-searched key phrases and targeted content The tone of the release was geared toward capturing the interest of content. industry related individuals.

Photos and Graphics within the release Link to the viral video

Highlighted links directing traffic to the video and the company’s website

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Search Engine g Activityy The multimedia press release was ppicked upp on several leading online news wires.

Reuters

MarketWatch

Futures and Commodity Market News Topix

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Congoo

Newstine

Stock Analyst babbledog

International Business Times


Topp News Sources

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What’s Hot in Social Media Social Media Sites Twitter is a service for friends, family, and co– workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing? What is your most productive use of Twitter (Online Survey)? ¾ Sharing links to items of interest to your network (30%, 88 Votes) ¾ Networking for new contacts (22%, 64 Votes) ¾ Reinforcing current network contacts (16%, 48 Votes)

Twitter.com Twitter com is a top 1,000 1 000 site that reaches more than 1.5 million people in the U.S. monthly. The site caters to a more educated audience.

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FriendFeed is a service for people to keep upto-date on the web pages, photos, videos and music that friends and family are sharing. It offers a unique way to discover and discuss information among friends. Friend Feed aggregates all of a user’s activity from the sites he/she chooses using Web crawling technologies similar to those used by a search engines.


What’s Hot in Social Media Social Media Sites Mashable is the world world’ss largest blog focused exclusively on social networks with more than 5 million monthly page views. The site reaches more than 1.2 million people monthly, of which 642K (53%) are in the U.S. US Mashable Audience: The most tech-savvy early adopters, venture capitalists, entrepreneurs, influencers Web 2.0 influencers, 2 0 aficionados and technology journalists.

Metacafe is one of the world's largest video sites, attracting more than 25 million unique viewers each month. Metacafe specializes i short-form in h tf original i i l content. t t Metacafe reaches 8.9 million people in the U.S. monthly and 29.6 million globally.

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What’s Hot in Social Media Social Media Sites Facebook is a social utility that connects people with friends and others who work, study and live around them. People use Facebook to keep up with friends, upload an unlimited number of photos, photos share links and videos and learn more about the people they meet. Facebook is a top 20 site that reaches more than 40 million people in the U.S. U S monthly. monthly The site caters to affluent teen and young adult and is very slightly female biased following. .

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LinkedIn is an online network of more than 25 million illi experienced i d professionals f i l from f aroundd the world, representing 150 industries. The mission of the site is to help people be more effective in their daily work and open doors to opportunities t iti using i th the professional f i l relationships they already have. Linkedin is a top 250 site that reaches more th 5.6 than 5 6 million illi people l in i the th U.S. U S monthly. thl The Th site caters to a more educated and somewhat wealthy middle aged group.


What’s Hot in Social Media Social Media Sites NowPublic is a site dedicated to citizen journalists. Citizens write stories, upload photos, videos and audio. Nowpublic.com Nowpublic com is a top 5,000 5 000 site that reaches more than 436K people in the U.S. monthly. The site attracts a slightly male slanted, adult and more educated following.

imeem is a social network that enables users to discover, interact and express themselves with media, including music, video, photos and blogs t form to f connections ti b d on shared based h d tastes t t andd interests. ¾ The #1 music streaming site in the U.S. ¾ The Th third thi d largest l t social i l network t k in i the th U.S. US ¾ The fastest growing social site in the U.S.

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Imeem.com is a top 250 site that reaches more th 17 million than illi people l monthly, thl off which hi h 5.8 58 million (34%) are in the U.S. .


What’s Hot in Social Media Social Media Sites Qik enables users to stream videos directly from their phones to the Web. With Qik users stream video live directly from their cell phones like a camcorder to capture entertaining, interesting and special moments to share with friends, friends family and the world. Hugg is a site for user-generated green news. The hugg community is part of treehugger com (the leading media outlet for treehugger.com driving sustainability mainstream). Treehugger.com is a top 5,000 site that reaches more than 1.3 1 3 million monthly people, of which 903K (67%) are in the U.S. The site appeals to a middle aged, more educated, slightly more male than female, fairly wealthy crowd. crowd Š Confidential and property of Jennings Public Relations & Advertising 2008


Quick Social Media Facts Blogs ¾ More than 12 million American adults currently maintain a blog. blog ¾ More than 147 million Americans use the Internet. ¾ More than 57 million Americans read blogs. ¾ 1.7 million American adults list making money as one of the reasons they blog. ¾ 89% of companies surveyed say they think blogs will be more important in the next five years. ¾ 9% of Internet users say they have created blogs. ¾ 6% of the entire US adult population has created a blog. ¾ Technorati is currently tracking more than 70 million blogs. blogs over 120 thousand blogs are created every day. ¾ There are more than 1.4 million new blog posts every day. ¾ 22 of the 100 most popular websites in the world are blogs. ¾ 37% of blog readers began reading blogs in 2005 or 2006. 2006 ¾ 51% of blog readers shop online. ¾ Blog readers average 23 hours online each week.

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Quick Social Media Facts Social Networking 他 On average each adult with a social networking page or profile has profiles on 11.66 sites, and 39% of adults have profiles on two or more sites 他 Half of all current adult social networkers say that they access their profiles at least every other day. day 他 57% have joined a Social Network, making it the number one platform for creating and sharing content (Universal McCann, 2008)

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Social Media Tips p Blogs 11. 2. 3. 4. 5.

6.

Never pitch, pitch personalize Respect a blogger's time and intelligence "A blog is not about you, it is about me" Never, ever use the words, "I think your readers would be interested in this story." To a large extent, bloggers are more interested in a point of view or the power of an idea than they are "readers readers.“ Quality, not quantity Feed the food chain 1. Make the cover of their industry publication, and inevitably coverage in better-known better known publications will follow. follow Already, Already almost every industry has its blogging superstars, the go-to bloggers for both insight and buzz. 2. Instead of stuffing bloggers inboxes, start by conversing with the bloggers who are likely being read by the superstar. It'ss no longer just about the media: Remember that customers, It customers prospects, prospects suppliers, industry associations and others who can influence your company’s brand also have blogs. Converse intelligently with them as well.

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Q&A Talking Points ¾ How to measure social media results and report ROI ¾ How social media marketing will impact your work life day to day ¾ How to handle pressures from outsiders who push you to move forward with new media technology, whether it’s the right fit or not ¾ Does social media drive sales? ¾ Does MySpace deliver ROI? ¾ Can I use the same tactics across all social media networks?

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Thank You

Tuesday, September 9, 2008


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