Amoo Booster Series26th January 2012

Build Your Brand at Internet Speed

Lloyd Pople, Co-founder of NeonDrum

What is Public Relations?

ReputationReputation

If this brand held a party, would I go?If this brand held a party, would I go?

You won’t get fired for buying from …You won’t get fired for buying from …

Influencing opinion Influencing opinion

Putting your product in the Evoked SetPutting your product in the Evoked Set

Planned and sustained Planned and sustained

Creating a favourable sales environmentCreating a favourable sales environment

PR from day one

If you don’t position yourself…If you don’t position yourself…

Someone else willSomeone else will

They might not get it right, you might not like itThey might not get it right, you might not like it

It’s your chance to inform, to get it right from the startIt’s your chance to inform, to get it right from the start

Re-positioning is expensiveRe-positioning is expensiveSTEALTH

MODE

PR activities

FeaturesFeatures

NewsNews

Trade showsTrade shows

Web SiteWeb Site

Social mediaSocial media

EventsEvents

Analyst programmesAnalyst programmes

AwardsAwards

SeminarsSeminars

White papersWhite papersOpinion piecesOpinion pieces

InterviewsInterviews

Press ToursPress Tours Crisis managementCrisis management

BlogsBlogs

NewslettersNewsletters

Press kitsPress kitsMedia liaisonMedia liaison

User groupsUser groups

BrochuresBrochures

Online PR Channels

The “long tail” of the InternetThe “long tail” of the Internet

Print v. Online = new rules

Traditional Print– Advertising = revenue

– Space costs money – printing/paper/weight

– Balance advertising v. editorial quality

– Cost per reader – print run/distribution

– Measurement is anecdotal

– Editors/Journalists re-write your story

Online– Advertising = revenue

– Space is free

– Traffic comes from search, SEO is key; plus editor reputation

– No cost per reader

– Measurement is instant

– Often your story is published unedited

Each of these is an opportunity to re-state your strategic

advantage

The birth of “Web News”

Any news that your target audiences will value

Executive appointmentsExecutive appointments

InvestmentInvestment

HiringHiring

ResultsResults

Customer winsCustomer wins

PartnershipsPartnershipsInitiativesInitiatives

Product launchProduct launch Major versionsMajor versions

PatentsPatentsWhite papersWhite papers

Applications notesApplications notes

Research resultsResearch results

Tradeshow attendanceTradeshow attendance

Speaker platformsSpeaker platforms

SeminarsSeminars

User groupsUser groups

Online Coverage

• Sectors– Maturity of channels– Technical > non-Technical– New media >Traditional

Gadgets 93 Retail 77 VOIP 92 Environment 77 Cloud 90 Green 77 Science 85 IT 75 Mobile 82 Advertising 75 Wireless 82 Marketing 72 Banking 82 Payments 72 Telecoms 81 Enterprise 71 Healthcare 81 Education 67 Energy 81 Recruitment 66 Medical 80 Financial 64 Semiconductors 79 Consultancy 63 Electronics 79 HR 61 Security 78 Building 56 Computing 78 Property 54 Internet 77 Pharmaceutical 50 Technology 77

Average article count per sector

Measuring Online PR Results

Sales and Media enquiriesSales and Media enquiries

0

1000

2000

3000

4000

5000

6000

01-Jan-09 08-Jan-09 15-Jan-09 22-Jan-09 29-Jan-09 05-Feb-09 12-Feb-09 19-Feb-09 26-Feb-09

0

50

100

150

200

250

300

350

Visitors

Page Views

Target Whitepaper

All Downloads

Web trafficWeb traffic

Recent Content

Keyword optimised

Link Backs

Google RankingGoogle Ranking

Exploiting Online PR

NewsReleaseNews

Release

Case Study: Google AdWords v. Online PR

Google AdWordsGoogle AdWords

11 optimised AdWord variants11 optimised AdWord variants

82 Keyword/phrase variations82 Keyword/phrase variations

£40 per day budget£40 per day budget

3 week run3 week run

All traffic driven to different registration landing pages to measure resultsAll traffic driven to different registration landing pages to measure results

Online PROnline PR

Press release writtenPress release written

Online distributionOnline distribution

70 instances of coverage70 instances of coverage

Peak coverage in 7 daysPeak coverage in 7 days

Goal: Gain website visitor registrations via a download of a new white paperGoal: Gain website visitor registrations via a download of a new white paper

Results

2.5x Registrations

23% Cheaper

2.5x Registrations

23% Cheaper

Online PR£210

201

£1.04

Online PR£210

201

£1.04

Google AdWords£105

78

£1.35

Google AdWords£105

78

£1.35

Cost

Registrations

Cost/registration

Cost

Registrations

Cost/registration

Your Brand at Internet Speed

Positioning your brand from the start is crucialPositioning your brand from the start is crucial

“web news” creates multiple opportunities to put your strategic

story forward

“web news” creates multiple opportunities to put your strategic

story forward

Online PR is one of the most cost-effective and measureable ways to

accelerate your brand into the mind of your audience

Online PR is one of the most cost-effective and measureable ways to

accelerate your brand into the mind of your audience