Measurable Online PR Buzz

Here’s how we usually run an Online PR Buzz campaign…

Listening

Firstly, we analyse the current web ecosystem that surrounds your brand, so that we can engage with the right communities at launch time. We use a combination of monitoring tools to do this and we provide the following insights:

Online Social Media Monitoring Dashboard: we build a real-time Social Media ‘dash’ to monitor brand activity, plus content that’s published to the web in relation to our core keywords and themes, influential bloggers, Twitterers and competitors. This gives us a read of any posts, videos, Tweets, pictures, comments, news and articles that we need to engage with

Pre-Launch Reports: we identify which blog/Twitter/etc ecosystems are the most influential and how we need to engage with them

Content Report: we analyse which keywords we need to use in our content in order to gain the most traction on search engines – for use in all outbound online comms and also in all engagement with third party sites and services (AKA ‘content optimisation’)

Content

We then create the right content to engage with our target audiences at launch time (and beyond). For example, we will create blog posts, Q&As, social media bulletins, ‘How To’ articles, positioning ‘Think Pieces’, white papers, videos, images and podcasts. Note, we optimise all of this in line with our recommended keywords, so as to enhance search ‘findability’ around important keyword markets – both brand-based and ‘interest’-based.

Publishing

We publish content to our your site and stimulate interest on other influential 3rd party channels and networks. Our aim is to generate a rich set of promotional content at ‘home’ and to drive to people to this via external networks and services (eg social media platforms like YouTube, etc).

Social Publishing (Twitter, YouTube, etc)

At the same time, we will create a variety of Social Media ‘channels’ upon which we repurpose and republish our core content. Our goal here is to engage with relevant audiences and build a following for you that translates into qualified traffic and social (viral) distribution of your content assets. For example:

• Twitter: we build a targeted following for a brand- or campaign-based Twitter profile and use it to communicate everything of value and interest around our campaign activity

• YouTube: we build a dedicated YouTube channel to host all of our video content – including video assets that your already have on file and specific quick (lo-fi) tactical pieces to promote the campaign

…and we do more of the same with Flickr, Scribd, Slideshare, Widgetbox and other key Social Media services

Here’s That as a Chart…

Online PR Distribution

We distribute all of our key content via social media bulletin hubs (like Pitch Engine), and article submission services in order to extend the reach of our content in the most cost-effective way, and to create backlinkage on standard Online PR newswires.

Blog and Community Engagement

Using our dashboard and our newly optimised content, we get engaged with key blogs, conversations (comment strings) and other web content outlets. We provide you with a series of regular actionable steers on who we need to engage with and how (in the shape of ‘flash’ reports and content snippets). And we also provide training to help your people get involved in this push, so that together as one team we can participate in all of the right discussions.

Campaign Measurement

We then provide monthly campaign reports that detail all of your key metrics. Importantly, we devise our reporting based around your requirements and deliver them in whatever format works best for you. For example, we look at:

• Number of purchases / bookings / downloads / signups (and campaign costs per signup)
• Sentiment analysis: who’s saying what, where and when, and whether this is positive
• Volume of traffic driven to the target site as a result of our work
• Number of comments posted by others in relation to our content
• Number of blog mentions for our work / content
• Number of social bookmarks / backlinks in relation to our campaign content
• Number of Twitter followers / LinkedIn (etc) Group members / etc
• Number of Tweets / Re-Tweets
• Number of YouTube (etc) ‘views’
• …etc

(NB: Charts generated via Brandwatch – just one of the tools we use for Social Media monitoring)