build + activate online audiences

Build + Activate Online Audiences

Heather Whaling heather@gebencommunication.com

prtini.com • @prTini

A fresh AP[PR]OACH:

3 guidelines

rule #1: value

rule #2: start small

rule #3: effective + efficient

Social? Blog? Email? Time of day Types of content

types of content:

•  200+ networks •  Impossible to be

everywhere •  Follow your audience

Pros •  High engagement •  Relationship-building •  News dissemination •  Diversity Cons •  Time-intense

Pros •  Behemoth network •  Solid analytics •  Strong targeting Cons •  Paid almost required •  Frequent changes •  Noisy network

Pros •  Professional audience •  News dissemination •  Improving engagement •  Interest groups Cons •  Getting noisier •  Limited diversity •  Not as “sticky”

Pros •  Easy engagement •  Straightforward •  Visually compelling •  Reusable content •  Audience range Cons •  Limited metrics •  Minimal CTA tracking •  No geo-targeting

Pros •  Heavy teen usage •  “Snackable” content •  Visual, but different Cons •  Limited audience •  Not really meant for

“brands”

Pros •  High referral traffic •  Variety of content •  Easy to find/search Cons •  Time-intense •  No geo-targeting

your turn

Which network(s) is most valuable for your organization? Why?

Increase: •  Referral traffic •  Network/database •  Engagement levels •  Registrations •  Educate & advocate

tools

Facebook Insights

Google Analytics

Hootsuite Feedly Buffer

“pinterestification” of the web

photo apps

influencer relations

Source: http://www.flickr.com/photos/86979666@N00/

infuse creativity:

educate local bloggers

Teen Dating Violence Awareness Month: Invited three local bloggers to discuss and raise awareness of teen dating violence statistics, warning signs and steps to prevent it. They then posted on Facebook and Twitter, and blogged about the discussion. “The meeting was incredibly powerful and sobering. I'm grateful for an organization like The Women's Fund that is willing to facilitate these discussions.”

partner with local organizations

Equal Pay Day: •  CYP partnership •  Invited young professional

women to attend a pay negotiation training seminar at The Women’s Fund

RESULTS: •  50+ attendees •  Introduced The Women’s

Fund to new audiences •  Built lasting relationship with

CYP (Multiple events have been co-hosted since)

creativity that gets results

Live Facebook Q&A: Facilitate conversation among marathoners and provide training tips and advice from running and training experts

instagram | launch The Power of the Networks •  Instagram “correspondents” •  Pre-event promotion •  Live photos at the event •  Interaction between accounts •  Result: @CbusMarathon had

300+ followers within 1 week of launching

RunFest Photo Booth •  Pick an accessory •  Strike a pose •  Snap a photo on their phone •  Share with #cbusmarathon

be social. have fun.

IG ambassadors

Countdown to race day: •  Launched 2013 “Instagram

Ambassador” program 50 days prior to race day

•  Ambassadors share weekly training photos for @cbusmarathon to regram and share on the blog

•  Result: 700 followers in 3 months

•  Pittsburgh Marathon: 720 followers in the last year

•  NYC Marathon: 445 followers

IG ambassadors

Prompts: What’s your favorite training tech? • Where do you run? What do you wear while training? • What motivates you?

GOAL: •  Increase donations from

online communities •  Engage a corporate

sponsor •  Tap into local online

influencers’ personal networks

•  Expand NCH’s local online footprint

RESULTS: •  500+ photos entered,

resulting in a $5,000 donation to Nationwide Kids from Simple Bath Ohio

•  #NCHfavorites hashtag –  1.1 million people on

Twitter –  242,000 on Instagram

GOAL: •  Launch iPad app •  Grow social footprint •  UGC for off-season

PRIZES: Backyard redesign (via Pinterest) $1000 to implement Daily gift cards

RESULTS •  6,000+ website visits •  150+ photos submitted •  130 participants’ email addresses collected •  Facebook audience tripled •  #GrowInspired reached 60,000 people

Disrupt the status quo. Build awareness.

Acquire customers. Excel in the social world.

Increase sales. Innovate best practices.

Heather Whaling • @prTini heather@gebencommunication.com

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