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,
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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
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Join Us Online:
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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
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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