Review Full T.O.C. - PR News

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Review Full T.O.C. - PR News

DIGITAL PR

GUIDEBOOK

measurement

reputation

crisis management

SEO

video

mobile PR

media & influencer relations

customer relations

public affairs

internal communications

social media, including best practices

in using Facebook, Twitter, LinkedIn,

Pinterest, Google+ and more

Foreword by Matthew Schwartz,

group editor, PR News

VOL. 5

Published by PR News Press

prnewsonline.com


digital pr guidebook • Vol. 5

Editor, Scott Van Camp,

212.621.4693, svancamp@accessintel.com

Group Editor, Matthew Schwartz,

212.621.4940, mschwartz@accessintel.com

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President & CEO, Don Pazour

PR News ADVISORY BOARD

Paul A. Argenti - Tuck School of Business

Ned Barnett - Barnett Marketing Communications

Neal Cohen - APCO

Carol Cone - Edelman

Peter Debreceny - Gagen MacDonald

Mike Herman - Communication Sciences

Laura Kane - Aflac

Michael McDougall - McDougall Travers Collins

Larry Parnell - George Washington University

Mike Paul - MGP & Associates PR

Deborah Radman - Senior PR Consultant

Brenda C. Siler - Best Communication Strategies

Helene Solomon - Solomon McCown & Co.

Mark Weiner - PRIME Research

PR News BOARD OF CONTRIBUTORS

Dave Armon - Critical Mention

Andy Gilman - CommCore Consulting

Bruce Jeffries-Fox - Jeffries-Fox Associates

Angela Jeffrey - Member, IPR Commission

Richard Laermer - RLM Public Relations

Richard Levick - Levick Strategic Comms

Ian Lipner - Lewis PR/YoungPRpros

Katie Paine - KDPaine & Partners

Rodger Roeser - The Eisen Agency

Lou Thompson - Kalorama Partners

Reid Walker - T-Mobile

Tom Martin - College of Charleston

Group Subscriptions - Kate Schaeffer,

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Foreword

PR Pros Turn on a Dime for the

Onslaught of the Digital Age

Whether it’s the profound changes in the way that corporations create

and distribute content, tilting the balance in political elections or altering

the very nature of media relations, digital media and digital communications

have become pervasive in the PR world. And it’s only going to

become more pronounced in 2013 and beyond.

With apologies to Jimmy Durante, you ain’t seen nothing yet. Of course, as a PR professional

you’re probably a few steps ahead of some of your communications brethren in grasping the

importance of mastering the digital space when it comes to communicating with your customers,

prospects and media influencers. Or anyone else who has an iPhone and is passionate (or

disgruntled) about your brand and/or the way your company conducts its business.

But it’s the accelerating pace of change in digital communications that may even give the most

seasoned PR executive a serious case of whiplash. Which is why reading our PR News Digital

PR Guidebook—and keeping it on the top shelf for quick reference—is so crucial for PR pros at

all levels. You want to excel in the digital space and prove to the C-suite (and your clients) that

you’re ahead of the digital curve. This guidebook will prove invaluable in your quest to achieve

that goal.

You’ll see that, as is our custom, we haven’t left any stones unturned when it comes to providing

you with a comprehensive (and in-depth) look at myriad challenges confronting PR execs on

the digital-media front.

Indeed, the information contained within these pages abound is chock-full of real-world examples

of how digital media is fundamentally changing the modus operandi of communications

executives, whether it’s the proliferation of online- video programming to help layer PR

campaigns or how digital channels have forever changed how PR pros respond when a crisis hits

them right between the eyes.

The content, which is contributed by the PR News staff and many of our readers, focuses on

most every facet of digital PR, including mega social channels Facebook, LinkedIn and Twitter,

along with the (rapidly growing) Instagram and Pinterest platforms. We also focus on how digital

communications is having a massive impact on content creation, which, back in the Paleolithic

Age, say, ten years ago, was simply called “editorial.”

However, we also show you how digital communications is constantly affecting the more traditional

areas in which PR plays a critical role, such as media and influencer relations, public affairs,

legal concerns and internal communications (if you don’t get buy-in on your digital efforts

from the folks from within the four walls, it’s unlikely you’ll succeed externally).

Whatever the discipline, each of the chapters in this book has a common theme: the growing

value of digital media in the PR matrix.

As you draw closer to the core of your company’s overall marketing strategy, you have an opportunity

to master digital media and understand how it impacts virtually everything that PR

people do.

The overriding lesson, regardless of the business sector that you’re practicing in, is that digital

PR needs to be the focal point of your marketing-communications strategy. While other elements

of PR are not exactly going away, they are becoming increasingly subordinate to digital

communications.

You need to know that not just to keep your head above water but also to take your communications

efforts to a higher level, with the rewards being bigger budgets and a (permanent) seat

at the table.

Here’s to finding everything you need in our PR News Digital PR Guidebook.

To Order Multiple Copies

and Article Reprints:

Call 888.707.5814 or e-mail

clientservices@accessintel.com

Join Us Online:

Add your handle to PR News’ Twitter Directory at

prnewsonline.com

MatthewSchwartz

Group Editor, PR News

@mpsjournol

prnewsonline.com 3


Table of Contents:

Foreword.............................................................................................3

Index of Companies & Organizations.......................................................8

Chapter 1: Overview...........................................................................12

7 Principles for Building Buzz Equity, And Don’t Forget the 3 S’s — by PR News Editors........................................14

As a Sales and Employment Tool, Don’t Sell Your ‘About’ Page Short — by PR News Editors..................................17

As Social Networks Proliferate, Facebook Retains PR Value — by PR News Editors..............................................20

PR Pros Must Deliver the Right Emails at the Right Time — by PR News Editors..................................................22

Key PR Ingredients for Serving Up Tasty Restults — by Drew Gerber...................................................................25

3 Ways to Improve Your Brand’s Social Media Presence — by Brad Luttrell.........................................................27

Why Your Boring Brand Might Need Some Social-Media Spark — by Hugh McMullen............................................30

PR Pros Embrace The Living, Breathing Digital Ecosystem — by Nathan Rice and George Mayer............................33

#Write_on: How to Write For Social Media Networks — by Allison Hersh............................................................39

4 Ways You’re (Probably) Not Using LinkedIn for PR — by PR News Editors.........................................................42

14 Ways that SMBs Can Create Impactful Social Media Content — by Kathleen Brommer...................................44

Chapter 2: Twitter.............................................................................48

Storytelling for Business: How to Be Effective in 140 Characters — by Deborah H. French....................................50

Timely, Measured Responses Result in Twitter Success — by PR News Editors....................................................53

Twitter Paid Products Can Supercharge Social Outreach — by PR News Editors...................................................55

6 Tips for Using Twitter’s Promoted Products — by PR News Editors..................................................................58

Hashtags: Your Event’s Viral and Vocal Best Friend — by Nichole Lunat...............................................................60

Twitter’s 3 Cs: Chat, Customer Service and Conversation — by Erin Boudreau.....................................................64

Chapter 3: Facebook..........................................................................68

8 Tips to Boost Engagement on Facebook — by PR News Editors........................................................................70

5 Tips for Measuring Your Facebook Efforts — by PR News Editors.....................................................................72

Facebook Empowers Brands to Target Specific Fans — by Lauren Hopkins...........................................................74

How to Respond to Customer Service Comments on Facebook — by Jennifer Spivak and Lorraine Tran...................78

Chapter 4: Emerging Social Media: Pinterest, Instagram and Beyond......92

How to Expand Your Brand on Pinterest — by Dan Moyle...................................................................................84

Turning Visuals into Revenue: Pinterest Opens for Businesses — by PR News Editors...........................................87

Instagram Picks Up Steam as an Engagement Tool — by PR News Editors...........................................................89

Pinterest for Brands: Now the Real Work Begins — by PR News Editors.............................................................92

How to Host Contests on Pinterest to Boost Your Brand — by Sarah Solomon Byrkit............................................95

Pin-ching Pennies? 10 Pinterest Tips for Small Businesses — by PR News Editors...............................................97

Instagram Gets the Picture for PR Opportunities — by Lynford Morton................................................................99

How to Be a Social Media Rock Star on 6 Platforms — by Kent Lewis...............................................................102

Gamification: Where Psychology Meets Communication — by Miguel A. Cano....................................................107

4 ® PR News


digital pr guidebook • Vol. 5

Chapter 5: Legal Concerns and Social Media Policies in Digital PR.........110

Copyright and Fair Use Issues for PR Professionals — by Dawn Conway............................................................112

Tips on How to Assess and Manage Social-Media Risk — by Jim Satterfield ......................................................117

Zuck Soup: Investor Relations Tips to Avoid a Facebook-Style IPO — by PR News Editors.....................................120

The Role of PR Pros in Customer Pricing — by PR News Editors.......................................................................123

Chapter 6: Digital PR Measurement...................................................126

Achieving Success Through the 5-Step Methodology — by Jessica Payne...........................................................128

Social-Media Monitoring Vital to Your Brand — by Elisabeth Korody...................................................................133

The Golden Nugget in Google Analytics — by Chip Hanna..................................................................................135

Communicating Social Media Metrics to Your CEO — by PR News Editors.........................................................138

Executives Find ROI Tough Social Media Nuts to Crack — by PR News Editors....................................................141

How Data Can Dramatically Change Your PR Practices — by Ellen Lanse...........................................................142

Re-Tooling Social Media Metrics to Provide Real Insights — by Kent Lewis.........................................................148

Rise of Online Analytics Offers PR Executives a New Pitch — by PR News Editors..............................................151

PR Myth: ‘CPM’ Does Not Apply to Public Relations — by Mark Weiner.............................................................154

Social Media ROI: Placing Value on Customer Engagement — by Elisabeth Korody..............................................155

Chapter 7: SEO................................................................................158

The Importance of Keyword Difficulty Screening for SEO by David Viniker............................................................160

Using Online Press Releases to Drive Lead Generation — by Nicholas Pandiscio.................................................165

The Importance of Online Executive Positioning for SEO — by David H. Rosen.....................................................168

The Secrets to SEO Domination on Google — by Manny Sarmiento....................................................................176

A Public Relations Approach to Multilingual SEO — by Donald L. Dunnington......................................................179

5 Ways to Drive Traffic to Your New Website — by Tomeeka Farrington............................................................183

SEO Best Practices for Getting the Most Out of Your Content — by David Viniker...............................................185

Don’t Forget Google When Optimizing Local Searches — by Julien Brandt..........................................................188

5 Tips for Writing News Releases Humans and Google Will Love — by Andrew Hindes........................................191

Chapter 8. Content Creation.............................................................194

Changing Content: Marketing and PR Strategies for 2013 — by Kevin Pike and Steve J. Scearce.........................196

Turn and Face the Change: New Marketing and PR Strategies — by Nathan Burgess.........................................200

5 Keys to Making Your Business a Content Powerhouse — by PR News Editors..................................................205

Chapter 9. Video..............................................................................208

Innovation Drives Video Success on Anchor Platform YouTube — by PR News Editors..........................................210

Tip Sheet: Make the Changing Media Paradigm Work for You — by Dave Armon.................................................212

Beyond YouTube: Learning The 3 Ps of Online Video — by Mark Manoff..............................................................214

Add Real-Time Interactivity to Your Video Strategy — by Kriselle Laran..............................................................218

prnewsonline.com 5


Video Marketing: The Ultimate Guide to the Future of Storytelling — by Kent Lewis.............................................221

Strategies for Enhancing PR Initiatives with Mobile Video — by Miguel A. Cano..................................................225

Video and SEO: A Plkace Where Powerful PR Strategies Converge — by Justin Handley.....................................228

Chapter 10. Media & Influencer Relations...........................................232

How Social Media is Changing the Media Relations Landscape — by Stephen Hunton..........................................234

5 Ways to Navigate The New Media Relations Paradigm — by Kathleen Boylan..................................................237

The Easy Way to Effective Influencer Identification — by Eric Koefoot and Chris Bolster.......................................239

How PR Pros Should Work With Journalists in New Beats — by PR News Editors..............................................243

Keeping Your Clients in the News—Sans any News — by Lydia Howard.............................................................245

11 Media Relations Tips from HuffPo’s Nate Hindman — by PR News Editors.....................................................248

5 Tips for Exceeding Journalists Expectations — by PR News Editors................................................................250

Media Watch: Journalists Demand More Visuals — by PR News Editors...........................................................251

6 Reasons Why Grammar Still Matters in the Digital Age — by Andrew Hindes..................................................253

7 Tips for Communicating With Journalists via LinkedIn — by PR News Editors..................................................254

Chapter 11. Crisis Communications...................................................256

Cultivate Communities Now to Mitigate a Crisis Later — by PR News Editors....................................................258

5 Tips For When a Social Media Crisis Strikes on a Weekend — by PR News Editors..........................................260

10 Tips on How to Handle a Crisis on Twitter — by PR News Editors.................................................................261

Making Sure Social Media is Your Ally in a Crisis — by Andy Castagnola and Dustin Hoffman...............................263

Social Media is Another Way Of Saying ‘Crisis Communication’ — by Karen Masullo............................................266

When a Story Goes Viral, It’s More than Just Numbers — by Beth Schlesinger..................................................270

Chapter 12. Public Affairs.................................................................272

Key PR Takeaways from the First ‘Social’ Election — by Jennifer A. Moire..........................................................274

How Social Media Can Help Sway the Public’s Decisions — by Bill Paulos and Todd Wolfenarger...........................278

Harnessing Social Media in Muncipal Communications — by Rachel R. Hawley...................................................281

How to Use Twitter in Political Campaigns — by Marshall Maher.......................................................................285

How to Prep a Leader to Deal With a Hostile Audience — by PR News Editors...................................................289

#pinkslime in the Spotlight: Hashtags Take Center Stage — by PR News Editors................................................292

Chapter 13. Customer Service and Brand Management.......................296

Customer-Produced Testimonials Can Beat Ads in Effectiveness — by PR News Editors......................................298

10 Ways to Energize Employee Bloggers and Boost Your Brand — by Maggie Scott and Michael McManus...........301

Understanding and Preventing Brandjacking in Social Media — by Tina McCorkindale, Ph.D. & Marcia W. DiStaso, Ph.D.....304

How PR Can Forge Peaceful Coexistence With Wikipedia — by PR News Editors................................................308

Digital Watch: Editing Wikipedia Posts a ‘Sticky’ Business — by PR News Editors...............................................311

How to Match Celebrities with Your Brand’s Personality — by Deborah Sierchio..................................................312

6 ® PR News


digital pr guidebook • Vol. 5

How to Play the Business Naming Game and Win — by Andrew Bogucki............................................................ 314

How to Identify Attributes That Help Drive Rebrand Research — by PR News Editors.......................................... 316

Chapter 14. Internal Communications................................................ 320

Incorporating a Call-to-Action in Internal Communication — by Lisa Nicole Chen................................................. 322

Minding the Gap: Engaging a Remote Work Force with Video — by Kai Fawn Miller............................................. 326

Room for Growth Keys to Retaining Top Talent — by Kimling Lam...................................................................... 331

Chapter 15. Case Studies................................................................. 334

ESPN Takes Fans Behind the Scenes and in the Huddle — by PR News Editors................................................... 336

Clorox Uses Social Media to Make a Healthy Difference — by PR News Editors.................................................. 340

Metrics Prove PR’s Worth in Medicare/Medicaid Enrollment — by PR News Editors........................................... 344

Big Scoops of Content Propel Talenti Gelato e Sorbetto — by PR News Editors................................................... 348

Cartoon Network’s Anti-Bullying Messaging Inspires Millions — by PR News Editors........................................... 352

Bloggers Send Infantino’s Test-Drive Campaign Into High Gear — by PR News Editors......................................... 356

Embracing a Multi-Channel Communications Environment — by Elizabeth Handler and Kody Kraatz....................... 360

Duke’s University’s Virtual Campout Contest Scores — by PR News Editors...................................................... 364

prnewsonline.com 7


Index of Companies & Organizations

Following are the companies featured in this guidebook.

Company ........................... Chapter

Absire Public Relations.............................................1

Adapt.tv ..................................................................9

Aflac.......................................................................10

Alltop.com..............................................................10

Amazon.................................................................13

American Apparel...................................................11

Amerifirst Home Mortgage.......................................4

Angie’s List.............................................................12

Anvil Media......................................................1, 6, 9

Apartment Therapy..................................................4

Appalachian State Univ..........................................13

Apple Inc................................................................13

Apriso....................................................................15

The Baltimore Agency..............................................6

Bank of America.....................................................13

BBC.......................................................................10

BP.........................................................................13

Ben & Jerry’s..........................................................15

Bliss Integrated Communication...............................8

BodyGuardz.............................................................9

Bombardier Recreational Products (BRP) 8

BrightRoll ................................................................9

Burlington, NC.......................................................12

Burson-Marsteller................................................7,11

Carmichael Lynch Spong.......................................12

Cartoon Network....................................................15

Chelsea Piers.........................................................15

Chick-fil-A..............................................................12

Ciao Bella...............................................................15

Cision.......................................................................5

Cisco Systems Inc...................................................9

Clorox....................................................................15

CNN...........................................................10, 12, 15

Coca-Cola.............................................................13

Comcast..................................................................6

Communication Sciences International...................13

CoreBrand.............................................................13

Costco...................................................................14

Costa Concordia....................................................11

Coyne PR..............................................................13

Current360...............................................................1

Critical Mention........................................................9

Davis & Gilbert LLP ...............................................12

Deloitte....................................................................9

Department of Veterans Affairs...............................14

DeVries Global.........................................................6

Domino’s................................................................12

Drowned in Sound.................................................10

Duke Univ...............................................................15

Eastwick..................................................................6

Edelman.............................................................4, 13

ESPN ....................................................................15

Firestorm............................................................5, 11

Fleishman-Hillard....................................2, 3, 4, 6, 10

Forrester Research.................................................14

451 Marketing .........................................................7

French/West/Vaughan..............................................9

FrontPointSecurity..................................................13

Gansevoort Hotel Group..........................................4

General Electric........................................................4

Goldman Sachs.......................................................1

Haberman................................................................1

Hamilton Jewelers ...................................................1

Hard Rock Café ....................................................13

HDR Architecture ..................................................13

Heinz.....................................................................13

Hive.......................................................................10

Hubspot...................................................................7

Huffington Post......................................................10

Hunter PR..............................................................12

IBM Corp...............................................................13

Internet Advertising Bureau UK................................7

8 ® PR News


digital pr guidebook • Vol. 5

Intermark Group.......................................................6

ITT Corp.................................................................14

ITT Exelis................................................................14

J.C. Penney...........................................................13

JSH&A Public Relations.......................................4, 9

Ketchum............................................................1, 15

Klout......................................................................12

Knowlagent............................................................13

K-Tron......................................................................7

Landor Associates...................................................1

LEGOLAND Discovery Center ...............................10

Levick Strategic Communications..........................12

Lewis PR................................................................11

Lindt Chocolate........................................................4

Luna Metrics..........................................................12

Makovsky...............................................................11

Mars Inc.................................................................14

Mary Kay Cosmetics..............................................13

Mashable...............................................................10

McDermott Will & Emery LLP...................................4

McDonald’s............................................................12

Meltwater...............................................................14

Meow Mix..............................................................13

Mom Central Consulting (MCC)..............................15

Modern-Miami.com................................................15

MSLGroup.............................................................11

MTV.......................................................................10

Narasopa Media LLC ..............................................9

NBA.........................................................................9

New Media, New Marketing.....................................7

News Broadcast Network........................................9

New York Knicks....................................................15

Nuclear Energy Institute.........................................11

Old Spice ............................................................9, 1

OrganikSEO.............................................................7

Pacific Gas and Electric Co. ..................................11

Pan Communications...............................................6

Pennsylvania State Univ.........................................13

Peppercomm.........................................................12

PepsiCo.................................................................13

Pew Research Center............................................12

Philadelphia 76ers..................................................13

Planned Parenthood..............................................11

Porter Novelli ...................................................12, 15

PR Newswire.........................................................15

PRIME Research..............................................13, 15

Public Communications Inc. (PCI).....................10, 11

PublicRelay ...........................................................10

Radian6.................................................................11

Red Cross..............................................................11

RF Binder.........................................................12, 15

Rowan University.....................................................7

Safeway.................................................................14

Salesforce..............................................................12

Shell.......................................................................13

Social Fulcrum.........................................................3

Social@Ogilvy ..........................................................9

Social@GSG..........................................................12

Sourcefire...............................................................13

Spotlight Communications.......................................7

SpotXchange ..........................................................9

Stanton Communications...................................1, 10

StrategyOne...........................................................13

Sweet Spot Marketing..............................................8

Susan G. Komen for the Cure................................11

Talenti Gelato e Sorbetto........................................15

Talking Points Memo..............................................13

Target.....................................................................14

TerraCycle................................................................6

Technorati .............................................................10

The In-House Writer...........................................7, 10

The Summit Group Communications.....................12

Threadless...............................................................4

Time Inc.................................................................15

Tremor Media ........................................................11

TubeMogul ..............................................................9

Turner Broadcasting System..................................15

TweeParties Inc........................................................2

Vantage Communications......................................10

Watson Wyatt Worldwide.......................................14

prnewsonline.com 9


Weber Shandwick....................................................4

Whole Foods..........................................................13

Wiggle......................................................................7

Wikipedia...............................................................13

WolfCom..................................................................7

Zeno Group Silicon Valley.........................................9

Zimmerman/Edelson Inc..........................................2

10 ® PR News


Chapter 15 • Case Studies

Clorox Uses Social Media to

Make a Healthy Difference

By PR News Editors

The power of the Internet, specifically

social media networks such as

Twitter and Facebook, has changed

the way brands approach PR campaigns.

The potential reach social media can provide

gives organizations opportunities to

spread their message to large audiences, promote

their brands and engage directly with

consumers.

That was the thinking when The Clorox

Company wanted to take its commitment to

helping families lead healthier and happier

lives to the next level by creating Check-in for

Checkups. With the target audience of moms

between the ages of 25 and 54, Clorox teamed

up with the Children’s Health Fund to launch

a six-month, social media-based campaign

that would encourage consumers to “check

in” and submit their daily healthy habit, or

select one that they were already practicing.

When those check-ins occurred, Clorox

would reward those healthy habits by pledging

to donate 10 cents to CHF every time a

user shared or checked in their healthy practice

to checkingforcheckups.com.

At the time of launch, Karen Redlener, executive

director of the CHF said: “Without

access to comprehensive health care, children

are at increased risk of developing life-long

health issues. We are thrilled to partner with

Clorox again this year to bring vulnerable

kids the care they need and deserve so they

can live healthier lives.”

In order for this campaign to pop, Clorox,

with the help of PR agency Ketchum, needed

to create a strategy that would use the power

of social media influencers, engage moms who

are involved and user their influence in social

communities and use Facebook, Twitter and

YouTube to drive awareness via outreach and

SEO tactics.

More and more PR pros are

seeing the benefits of relying

almost solely on social media

for selected campaigns.

“When we thought about health and wellness,

we tried to figure out how we could elevate

the campaign and factor in healthy habits

we could do every day,” says Molly Steinkrauss,

associate manager of PR for Clorox.

With the objectives set to secure one million

check-ins to provide 500,000 check-ups

to kids in need, create social media discussions

about the campaign and drive traffic to

the website, the following tactics were put in

place:

• Collect and activate a group of high-profile

social media celebrities and influencers to

create online awareness, discussion and

participation.

• Launch the effort with a high-profile

health event in a top media market. Then

recreate those events in other markets

across the country.

• Generate awareness and buzz through inperson

engagement with a celebrity social

340 Chapter 15 Case Studies ® PR News


digital pr guidebook • Vol. 5

The Clorox Check-In for Checkups campaign allowed

moms to go online and submit a daily healthy

habit, resulting in a donation to Children’s Health

Fund. Image: Ketchum

media influencer and via national media

outreach.

• Roll out the program through a video

series posted on YouTube, blogs posts, and

Twitter and Facebook posts.

• Increase searchability of the campaign

through online directory outreach.

Social Media Influence

In working with the Ketchum PR team, research

revealed that 82% of moms are always

looking for ways to lead healthier lifestyles.

Ketchum’s research also revealed that 63% of

those moms are active on social networking

sites and most share information they feel is

worthy of passing on.

With that in mind, it was decided that instead

of going through bloggers to spread the

word about the campaign, the most effective

way to bring about awareness was to target

specific influencers on social media to get

others involved with the campaign.

The Children’s Health Fund was a great

partner to work with,” says Carlisle Campbell,

VP, group manager of Ketchum. “They had

a lot of similar ideas and our goals matched

perfectly.”

With the objective being to secure one million

check-ins, Clorox reached out to several

key influencers who could spread the message

to their own large audiences and get others

involved.

“We spent a lot of time finding the right

people who were relevant to the topic and the

cause involved,” says Steinkrauss.

Bethenny Frankel, a New York Times bestselling

author, was selected to lead the social

media influence component.

A new mom herself and a health advocate,

Frankel was considered ideal and someone

who the target audience could identify with.

And with more than a million followers on

Twitter and 800,000 “likes” on Facebook, her

social media reach was a perfect fit to help

spread the healthy message.

The campaign was officially launched at a

“Random Acts of Wellness” social event at

the Chelsea Piers in New York City. It was

Frankel’s chance to get started in her role to

encouraged New Yorkers in attendance to

check-in their healthy habits.

Social Influencing

In conjunction with the launch a series of

videos on YouTube featuring Frankel helped

Clorox drive its message. The videos, featuring

healthy tips presented with a unique theme,

were shared via Twitter over the course of the

campaign to increase engagement and drive

more traffic to the website.

On Twitter, the hashtag #checkinforcheckups

was the central point for users to share

their experiences with their followers. On Facebook,

check-in “events” were created periodically

to provide support to others and to

increase engagement opportunities.

prnewsonline.com Chapter 15 Case Studies 341


Chapter 15 • Case Studies

Keeping the Buzz

Humming: Tips For

a Top-Notch Social

Campaign

When Clorox wanted to create a program

rewarding consumers for practicing healthy

habits, it teamed up with Ketchum and the

Children’s Health Fund to create Check-In

for Checkups, a social media-based campaign

that encourage consumers to “check

in” and submit their daily health practices.

Here Leslie Schrader, partner and director

of Ketchum’s Washington, D.C. brand and

marketing practice, offers the following tips

for executing a successful social media

campaign:

• Activate all assets: Use traditional media

and on-the-ground events to drive social

and vice versa. This creates stronger and

more substantial engagement than either

one alone.

• Engage the right partners: Choose the

right mix of influencers to help drive

engagement, conversation and create

unique content. Make sure the partners

have an authentic connection to your

brand and campaign.

• Go where your audience is: It might be

tempting to ride the wave of popularity

when new social media platforms are

introduced, but it is still important to analyze

where your target audience is going

online. No matter how innovative a new

platform may be you won’t achieve your

business objectives if your audience isn’t

using the latest platform.

• Deliver good content: Bring your brand

or cause to life through original content

that is easily shared. Think about ways

to engage your audience so that they

are telling you what types of content they

want to see more of, and then deliver it.

According to Steinkrauss, the combined

Ketchum/Clorox team of 15 monitored the

social media discussion to make sure everything

stayed on course.

Melanie Edwards, author of the Modern-

Mami.com, a popular blog from the perspective

of a Latina working mother, hosted Facebook

events, using her online influence to

bring even more awareness to the campaign.

“Twitter and Facebook were great tools for

us as they enabled conversation among those

who were getting involved,” Steinkrauss says.

Checking In

The success of the campaign exceeded agency

and client expectations. More than one

million check-ins had been secured by Nov.

2011, which put the campaign nearly two

months ahead of schedule in terms of goals.

The most important outcome: 500,000 children

received viral health checkups because

of the campaign. The campaign also drew

953,400 Twitter impressions and 1,395,954

Facebook impressions.

Other campaign results include:

• Generated more than 1,800 tweets

• Reached more than 13 million people

through Facebook and Twitter

• Earned more than 12,000 video views, far

exceeding the original goal of 1,500 views

• Captured 90 million media impressions

“The most surprising part of the campaign

was the heavy involvement from the people

who were checking in,” Campbell says. “It

was really amazing to see. They were very inspired

to give.”

What’s Next?

The success of Check-In for Checkups

should eliminate some of the uncertainty

other brands have with completely putting

the success or failure of a PR campaign in the

hands of social media.

With the success, the door will be opened

to future campaigns led from a social media

perspective. “Everything we do, we’re looking

at how we can use it better in the future,”

Steinkrauss says.

More and more PR pros are seeing the benefits

of relying almost solely on social media

for selected campaigns. Twitter, Facebook

342 Chapter 15 Case Studies ® PR News


digital pr guidebook • Vol. 5

Influencer Measurement Tools: They Drill Down, But How Far?

For its Check-In for Checkups campaign, Clorox, with Ketchum, identified key online influencers—targeting

moms—to get the word out about healthy habits. There are plenty of tools out there to

find your key ambassadors online. Jason Falls, social media consultant and author of the Social Media

Explorer blog (www.socialmediaexplorer.com), has compiled a list influencer measurement tools.

Here’s just a small sampling of tools—both free and paid—on the list:

Alltop – Blog RSS aggregator organized by topic. Lists feature top blogs in each category edited by

the Alltop staff.

Klout – Score-producing application measures an individual’s ability to move his or her networks to

action.

mPACT – Dashboard shows top 10 influencers by default, but allows drill downs with no limits on

what you can find.

ReSearch.ly – Offering from PeopleBrowsr allows array of topics and search-based filters to identify

mentions of search terms on Twitter.

Traackr – Custom topic influencer research tool. Produces dynamic top 25 list by category. Research

model that factors reach, resonance and relevance to produce a numeric ranking.

TweetLevel – Edelman project that produces overall Twitter population list that can be filtered by

influence, popularity, engagement and trust.

Twendz – Waggener Edstrom tool that identifies Twitter influencers around searched-for keywords.

Twitalyzer – Twitter analysis of network, reach and impact. Individual profile page displays a person’s

Twitter network and cursory bio information.

and other networks provide a direct connection

to consumers and allow everyone a voice

to share opinions on any subject.

“The influencer approach really worked for

us, as we were able to find the right people to

share our message,” Campbell says.

How true: Clorox found an issue it was passionate

about, chose influencers who shared

its vision, and made it work. PRN

prnewsonline.com Chapter 15 Case Studies 343

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