What is Digital PR?
Digital PR is at the intersection of paid, earned and owned media. It blends digital, new media, direct, social business intelligence and social media marketing with tried and true legacy public relations, marketing and advertising programs to influence customers, consumers, stakeholders—and the media. The resulting targeted, integrated marketing mix creates maximum impact in solving business and communications challenges.
Social media marketing has democratized influence, and taken its rightful place as the cornerstone of any successful customer intelligence program, digital, direct or integrated marketing campaign.
The intersection of earned, owned and paid media is where consumers are making important decisions about brands, services, programs, companies and projects. It’s not just Oprah Winfrey, Dr. Oz and Kim Kardashian who have influence. Consumers influence their friends and co-workers when they listen to a song recommended on Facebook, visit a restaurant reviewed on Yelp, tweet about a product or service, share a video on YouTube, “pin” content on Pinterest, or read an article posted on LinkedIn. Recommendations and brand interactions like these represent a new generation of customer influence, and it’s clear that marketers have taken the cue and are partnering with their customers to shape messages, create new products, services and promotional ideas, and share information. The InGROUP’s Digital PR and social media marketing approach harnesses this power to your benefit.
Digital PR at Schneider Associates
At Schneider Associates, we began incorporating digital PR and social media marketing services into our traditional public relations efforts in 2004. As companies engaging in digital influence and social media continue to rethink and refine how they listen to and collaborate with their customers, social media marketing is an important component of every campaign we develop.
The InGROUP’s process begins with ensuring that all our colleagues are both digital PR and social media marketing strategists. Then we analyze your business challenges, conduct consumer research, distill our findings into actionable and measurable goals, find the right audiences and platforms, create digital content, identify the best ways to share the content, engage influencers and use analytics to fine- tune campaigns and report quantifiable results.
We apply the latest tools to create custom programs – whether it’s using Facebook, Twitter, Pinterest, Foursquare, and LinkedIn, conceptualizing apps for specific offers, delving into the subconscious beliefs of consumers through cutting-edge behavioral insights research, creating promotions and contests, developing games and surveys or pulling through the digital experience into offline experiential programs.
SA’s InGROUP generates engagement, affinity and participation with customers through creative, brand-centric digital and social programs. We create this digital and social brand interaction by constantly scanning the horizon for new ways to influence behavior, including digital content creation, crowd-sourcing, social analytics benchmarking, blogger engagement, professional community cultivation, location-based social programs, digital couponing and augmented reality. We also provide meaningful monitoring, reporting and analytics to help iteratively improve, maximize and report on program effectiveness.
Check out our blog, www.launchpr.com, to see the latest strategies for launching new products and services, follow SA and our Launch Brand on Twitter, follow us on Pinterest and like us on Facebook.
We’re always launching new ideas. Contact us so we can digitize, socialize and launch yours.
The InGROUP uses social marketing tools and tactics every day, all day. We view social media as another channel and part of our overall integrated marketing campaigns and are excited by our program results:
- See how we helped a security company launch its international presence by creating a dynamic new website with improved navigation and better SEO rankings.
- Read how we launched a magical new family attraction for consumers during the holidays – The Cape Cod Polar Express Train Ride in New England–with a fully integrated digital, social, marketing and advertising campaign.
- Discover how we reintroduced an international education company, EF Education First, to its local neighborhood and to the community of young, hip college grads it sought to recruit.
- Find out how we took MIT Sloan’s Expert Blog and turned it into a powerful media and content hub for a content marketing campaign. We also created a new interactive media resource page and created an effective social media plan targeting journalists.
- See how we socialized the grand opening of the Dots retail clothing store in the Bronx, New York, by hosting a fashion photo shoot for customers complete with a Dots branded step-and-repeat and live streaming of model and customer glamour shots on Twitter and on a custom Tumblr blog. This campaign also featured style trend videos posted to the blog and outreach to local fashion bloggers who created their own “haul” videos.
- Look at how we engaged automotive vocational technical students for the GUNK brand with a YouTube video contest that culminated in scholarships for the students who demonstrated their “auto-motivation.”
- Check out how we launched a Pinterest campaign for Grace Bondera, a revolutionary tiling adhesive for the DIY and home improvement space.
- Review our work in driving enrollment for a new executive MBA program for MIT, one of the nation’s most prestigious universities, through digital PR and social brand ambassadorship strategies.
- Check out our creative consumer crowd-sourcing program for national ice cream franchise Baskin-Robbins, executed through a comprehensive digital PR campaign that featured a Facebook app and online contest.
- Take a look at how we launched a new coffee creamer brand through an innovative offline and digital PR program that illustrates how we “socialized” Baileys Coffee Creamers presence at a national mommy blogger conference.
- See how we awakened brand awareness and trial for a revolutionary new mattress topper from Sleep Innovations through a digital PR promotion leading up to Valentine’s Day.
- SA was one of the first agencies to arrange a partnership with Twitter on behalf of our client NECCO in 2010, when the phrase “Tweet Me” was one of the top sayings submitted by consumers to be printed on the new Sweethearts candies for Valentine’s Day.
- In 2009, we established Baskin-Robbins’ presence on FourSquare and helped the company use this geo-targeting site as another way to encourage in-store traffic and SEO.
- In 2007, we created a Twitter presence for client Baskin-Robbins® and established them as one of the first brands on Twitter, using it as a means to communicate with their fans and followers.
Our clients agree that bloggers and social media influencers play a vital role in building buzz and visibility for new products. We amplify traditional and social marketing coverage by creating shareable content, using sites such as Digg and Reddit, and optimizing press releases to incorporate digital assets, video and keyword terms, which also improves search results.
Are you launching a new product, service, company, organization or community? Our Launch PR strategies and Digital PR solutions are a match made in marketing heaven.
Information and insights on the digital PR and marketing world are abundant, but below are a few of the ones that reach our collective inboxes, Facebook group pages, Twitter feeds, LinkedIn pages and Google+ Hangout discussions.
The InGROUP’s professionals have diverse skill sets and educational backgrounds, as well as expertise in a variety of digital PR, marketing and social media disciplines. With our integrated approach and strategic perspective, we can help you reach your goals.
- Launch PR strategies
- Custom Digital PR and social media marketing programs
- Mommies Clique™ Blogger Outreach and Blogger Activation Programs
- Social Analytics & Monitoring
- Social Media Workshops, Education & Training
- Corporate Social Media Certification Programs
- Listening Campaigns
- Messaging, Content Calendars & Protocol
- Program & Social Marketing Measurement
- Online Reputation Management
- Digital Crisis Planning and Mitigation
- Social Marketing Content & Graphics Development
- Blog Development & Launch MEDIA LEAD
- Facebook Fan Page Development, Launch & Management
- Facebook Ad Campaigns
- LinkedIn Ad Campaigns
- Search Engine Optimization/ Search Engine Marketing
- Customer Calibration™
- Contextual & Relational Analysis
- Social & Mobile App Development
- Twitter Startup, Management & Engagement
- LinkedIn Group Development & Engagement
- Google+ Hangout Influencer and Stakeholder Sessions
- Blogger and Influencer Outreach
- Location Based Services Registration & Promotions (Foursquare)
- Video Development & Distribution
- Event and Deal Site Promotions
- Social Bookmarking
- Social Gaming Promotions
- Photo-hosting/sharing sites
- Message Boards
- Podcasts
- Social Widgets
Organizations need to speak directly to their customers and buyers with targeted messages that help them solve problems. 