wilbert amplify
TRANSCRIPT
WILBERT AMPLIFY
The Wilbert Group is
known for media relations.
Our firm, led by former journalists,
has media relationships to rival any
PR firm anywhere.
We know how to pitch stories and
generate results.
Media hits from the last
year include…
So what is Wilbert Amplify?
It’s how we make sure even more
people see those media hits
about your company.
After all, when your
company is profiled
in The New York Times,
don’t you want
everyone to know?
Any PR person
can slap a link to a news story on Twitter.
We take a more
sophisticated approach.
Traditional media still has
inherent credibility.
More than 50 percent of Americans give
strong credibility ratings to top media
outlets.
0 10 20 30 40 50 60 70
Local TV News
60 Minutes
ABC News
Wall Street Journal
CNN
CBS News
Daily Newspaper You Know Best
NBC News
NPR
MSNBC
People still consume media the old
fashioned way.
Increasingly they are also
getting and sharing news
on social platforms.
Source: Pew Research Center
Percentage of Twitter, Facebook and
YouTube users who are getting their news
from these platforms.
20
%
47
%
YouTube
50
%
44% 45% 46% 47% 48% 49% 50% 51%
Discussed a news issue or event
Shared or reposted news stories, images or videos
Percent of social media users who have…
Source: Pew Research Center
Mainstream journalists are now
social influencers.
Media hits
may reach
more people
on social
channels
than in the
print edition.
Wilbert placed a
byliner by client
Sparks Grove in
Fast Company
in January 2015. Its
circulation is
757,858.
Not bad, right?
It reached more than
1.7 million people on
Twitter.
THE
SEOEFFECT
Driving activity for stories can improve
their visibility with search engines.
Both Google and Bing use data from
social sites to determine how high to
rank content.
How did we build
Wilbert Amplify?
We worked with
the best brains.
Dave Coustan
Current:
• Board of Advisors, The Wilbert
Group
• VP, Digital Content Strategies, CSE
Former:
• SVP, Content Strategy &
Planning, Voce Communications
• VP, Edelman, Digital
• Blog Master, Earthlink
We developed partnerships with
industry leaders.
And we added our
unparalleled media relations savvy.
TONY WILBERT
•Founding principal, The
Wilbert Group
•Early adopter of
everything
•4,150 Twitter followers,
including 150+ journalists
•Former journalist, now
known for unparalleled
media relationships
CAROLINE WILBERT
•Managing Principal, The
Wilbert Group
•Built digital partnerships
with Little Bird and others
•Former journalist, including
Atlanta Journal-Constitution
and Atlanta Business
Chronicle
HADLEY CREEKMUIR
•VP, Real Estate Practice,
The Wilbert Group
•Placed clients recently in
outlets ranging from New York Times to Washington
Post to Huffington Post
•Fan of Instagram
MARK BRAYKOVICH
•VP, Corporate Practice,
The Wilbert Group
•Leads media relations for
clients such as Equifax and Aaron’s
•Former business editor,
Atlanta Journal-Constitution
Wilbert Amplify has four parts:
Social Push Strategic
Spend
Email Storytelling
Social Push
We make recommendations
for what and when to post
on social media.
We research where your
audience is living, then pick the
right platforms to reach the right
people.
We research where your
audience is living, then pick the
right platforms to reach the right
people.
We use tools to research and make
sure you are following, engaging with
and tagging the right influencers.
After all, just because
Kim Kardashian has
28.6 million followers
on Twitter doesn’t
mean she is an
influencer in retail
banking or multifamily
development or
your industry.
After all, just because
Kim Kardashian has
28.6 million followers
on Twitter doesn’t
mean she is an
influencer in retail
banking or multifamily
development or
your industry.
Imagine you are doing social media
for a real estate company.
Does the hashtag matter?
Anything real estate-ish will work, right?
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000
#CRE
#CommercialRealEstate
Look how many times each of these
hashtags was used in a 7-day period.
Yep, the hashtag matters.
StrategicSpend
Spending money to
promote social posts –
whether on LinkedIn or
Twitter or another
platform – can be a
good investment.
We identify the big media hits
and recommend a budget.
We do the media buys,
customizing programs for
your particular audience.
For instance, for a client that
wants to reach decision makers
in real estate in North Carolina…
We post a media story on
LinkedIn and promote it
by , industrygeography & job title.
We post a media story on
LinkedIn and promote it
by , industrygeography & job title.
We post a media story on
LinkedIn and promote it
by , industrygeography & job title.
Through our partnership with Outbrain, we
promote big client hits, so that they appear on
mainstream, highly trafficked websites.
43.5 million consumers check
their email on a daily basis.
We worked with a leading email
marketing firm to develop best practices
– what drives opens and clicks.
Hint: Video works really well.
Emails containing videos offer a return
280% higher than traditional emails.
Hint: Subject lines are really important.
GOOD Example“Handy travel tips from Hotel ABC”
BAD Example“Hotel ABC June Newsletter”
64% of people say they open an email because of the subject line.
Storytelling
Sometimes a media hit is just
one part of a bigger, better story.
In today’s world, it makes sense for
every company to tell its own story too.
We use tools like Storify and Timeline JS to
look back at a story, tell it in its entirety
and showcase a great media hit again.
Beautifully crafted timelines that are easy, and intuitive to use.
Reporting
So how are we going to
share the results of Wilbert Amplify?
0
1
2
3
4
5
6
7
8
9
10
With new and expanded reports.
We love telling
client stories.
Now we can tell these
stories even LOUDER.
WILBERT AMPLIFY
