SEARCH AND SOCIALFOR DIGITAL REPUTATIONSDigital PR credentialsPresented July 2012

DIGITAL MANAGEMENTSERVICES

We have built social media campaigns for large and small companies. Helping them be seen, loved and recommended online.

SOCIAL MEDIA

SOCIAL MEDIAOUR APPROACH

In the past month, the top 5 accountancy firms in Manchester were searched for, reported, discussed and recommended 3,456,106 times online.

Each is a new opportunity

What does your digital landscape look like?

SOCIAL MEDIAONLINE AUDIENCE PROFILING

Content is at the heart of everything we do

Social media rewards companies who post pertinent, informative material (written, images and video).

We check every campaign against our 7 guiding principles:

1. Original2. Timely3. Relevant and of value4. Collaborative5. Enduring6. Transparent7. Persistent

CONTENT ISEVERYTHING

Why will I talk about it, share it, use it?

How do I get involved? Co-creation, mobilise the community?

What will keep the conversation going?

‘BUILDING COMMUNITIES’

BRITANNIA

Results:Engagement with the fans was huge. Over 4,000 fans ‘liked’ the facebook page, the proudtobeapotter website received 20,844 visits and 63,000 page views and 2,000 fans submitted photographs of themselves to be included in the art project.

The campaign’s achieved 32.5 million opportunities to see. The iconic artwork scheduled to stay for two months is still there.

Challenge:Britannia Building Society sponsors Stoke City Football Club. It asked us to help it to engage with ‘Potters’ – the passionate body of Stoke City FC supporters.

Solution:We devised a strategy that enabled fans to participate and express their dedication to the club. Fans were invited to submit photographs of themselves which together built two giant images of Sir Stanley Matthews and club captain Abdoulaye Faye. This user-generated iconic art showcased their pride and passion for the team and was displayed at Stoke FC’s Britannia Stadium

INN TRAVEL

‘LOCATION, LOCATION, LOCATION’

Results:Armed with this vital intelligence we designed a social media campaign to engage with families where the most return would be gained. We designed a ‘best holiday picture’ competition where the best pictures posted to our photostream won a holiday in the Himalayas

Challenge:Aimed at independently minded families, Inn Travel offers activity holidays such as walking, cycling and skiing across Europe. Wanting to increase their profile, Inn Travel asked us to promote their holidays on YouTube.

Solution:Before embarking on any content creation we first conducted a comprehensive social media audit, to understand how their target market research, recommend and make decisions about their holidays. This revealed that their audience referred to blogs and flickr to research holidays over YouTube.

STARLIGHT

‘INSPIRING SUPPORT’

Results:Our approach enabled Starlight to achieve a far higher profile online than they had hoped for. Starlight wanted a 20% uplift in Facebook likes, we delivered 35%. Looking for a 20% growth in Twitter followers, we delivered 44%.

During the 10 week campaign they were mentioned by others over 800 times, delivering their message to over 3m people.

Challenge:After arranging a TV series with Channel 5, charity Starlight Children’s Foundation asked Bell Pottinger to grow its social media engagement.

Solution: We identified that Starlight needed to use featured celebrities, gaining access to their millions of followers. To build understanding, case studies of children’s wishes being granted were posted on facebook and twitter. Previews of the next week’s show were also posted. A series of tactical details ensured that interest was converted throughout.

‘LIKE IT’

DRAYTON MANOR

Results:Their fan base grew to over 71,000 within 12 weeks and YouTube reviews generated over 8.4million views

Challenge:Faced with mounting pressure from competitive theme parks, Drayton Manor asked our team to help it to build attendance using social media.

Solution:We embarked on a facebook strategy to build loyalty with customers and increase repeat visits.

A series of exclusive offers were designed which were seeded at the park.

These capitalised on the active interest of visitors whilst at the park, but designed to feed through to a loyal online community.

The power of key opinion formers was harnessed to drive further visitors to the facebook page. These were linked to Drayton Manor’s YouTube channel and facebook page.

SEARCH ENGINE OPTIMISATIONSEOWe believe in the power of independent recommendation; 70% of people select the 'natural' results over the pay per click. To help clients improve their profile in the natural ranking results we developed our Search Engine Optimisation (SEO) service. Services include:

SEO Audit - we assess your website against over 200 ranking criteria used by search engines. We look for opportunities in all categories of natural search including instant, maps, business, product, images, news and video to name a few. Our report details a prioritised list of quick fix actions, coupled with a recommended schedule to reach specific traffic volume goals

Competitive SEO benchmarking - a conduct a thorough market audit, providing you with a detailed picture of market share online. Our analysis details a strategy of how you can rank more competitively driving higher website traffic.

Ongoing SEO campaign - after appraising your business objectives and current online presence, we develop a campaign that includes content creation, link building and roll-out of key word strategy. Our campaigns pinpoint ranking goals and report results on a continuous basis.

Reputation management - when reputations are damaged on-line the legacy can impact an organisation for years. Negative stories can remain visible within Google for years. We work with organisations to reinstate a positive digital brand presence.

CLIENT EXPERIENCESEO

Challenge:

GT LAW Solicitors represents clients

who have suffered as a result of an

accident. Business comes from

website traffic and referral

organisations that charge fees for

each referral. They needed to

increase business from their website.

Results (within 1 month):The website saw an increase in traffic of 40% month on monthThe website generated 62 enquiries in 14 days (didn’t measure before)

Challenge:

A successful North West law firm,

tjl solicitors specialise in accident,

personal injury and cosmetic

negligence. Similar to GT LAW, they

needed to increase the more profitable

business from their website.

Results (within 3 months):They have seen a 307% increase in traffic for Feb compared to their best month last year.4 fold increase in enquiries.

Challenge:Relate for Parents & Families asked us to raise their profile online, enabling more people to find them when looking for parenting advice.

Results:Relate for Parents saw the number of conversation counts double. Most importantly they saw their ranking for key search terms move. 7 of them moved to the top 10 and one was at number one.

CLIENT EXPERIENCESEO

Challenge:

Drive customers to relatively low

margin specialised product online-only

retailer minimising cost of customer

acquisition yet building brand as

leader in its segment.

Results:

90% of all new customers are

acquired by organic search.

Cost per acquisition is £2.02 (via PPC

campaigns this is £4.60).

Deliver 55,000 unique visitors per

month from search results alone.

More than £0.5m revenue pa

generated from search management.

Challenge:

80% of holidays are now researched

first online and an increasing number

of us buy holidays online. Sunmaster

approached our SEO consultant to

increase their visibility and increase

their share of the online holiday

market.

Results (within 5 months):

Website traffic increased by 138%

Top ten positions were achieved for

1,757 search terms

As on page was more relevant we

were able to drive down the PPC

campaign cost by 13%

The campaign achieved an ROI of

255.6%

DIGITAL ADVOCACY

Creating tools to deliver support and advocacy online.

• Websites for public consultations• Amplifying customer recommendation• Blogger relations

Our blogger relations campaign resulted in a 27% sales uplift.

Digital to support PR

Vehicle creationDigital newsroomBranding of social media channelsMicro-sitesNewslettersForums

Content creationVideo Infogram of story

Training & servicesSocial media auditDigital reputation management – tracking & contributingSocial media policy & training

Driving broader awarenessSEOPPCDigital distribution – bloggers & SEO

Our track record.

We create original, timely and relevant content that cuts through the noise and connects with your audience. We:

‘think like an editor’ to get noticed ‘feel like the customer’ to create advocates‘guided by your business’ to deliver against your objectives

Our proven approach has enabled us to deliver results to small local companies, national brands and government organisations.

To find out how we can help you, get in touch with:@LinseyHenshawlhenshaw@goodrelationsnorth.co.uk+44 (0)1625 500 800

WHYGRN