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This document provides an overview of Agent-cy, an online public relations agency, and their approach to online PR campaigns. It discusses Agent-cy's client portfolio and experience in online community development. It then outlines the types of content and placements used in online PR, how to develop an online PR strategy through storytelling, media relationships
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- 1. ONLINE PUBLIC RELATIONS
- 2. Example of a National Online PR Campaign Twitter - 2,449,381 followers Facebook - 6,861,156 supporters MySpace -1857883 friends. Linked In -500+ connections Youtube - : 1792 videos uploaded since Nov 2006, Subscribers: 114,559 President Barack Obama to Jasmine Sandler “A call to Action Newsletter” "Rally with Barack in Denver this Sunday!" along with address, and 2 reminder that it was "Free & open to public" www.agent-cy.com
- 3. Speaker: Jasmine Sandler Experience •President and Founder of Agent-cy, an established Online PR and Marketing strategies agency •Online Community development consultant since 1995 Online PR/ Online Community projects City Lights Cruises (2009); Vfitness (2008/2009); Loews Hotels (2006); Artist Direct (2005); xXtreme Connections (2001-2003); ESRB (2006-2008); Diamonds International (2006-2007); Dada Mobile (2006); IvanExpert (2008); Best Movies By Farr (2007); STDateline (2007); Mind Over Matter (2008); Prime Strategies (2008) Lectures • Online Marketing Summit (Online PR/Social Media 2008) • Commerce Bank (Online Marketing Strategy 2008) • Northwest Mutual Insurance (Generating B2B Leads Online 2008) • Small Biz Technology/Taste of Technology (Social Media 2008) • NYXPO 2008 (Publicity) 3 www.agent-cy.com
- 4. WHAT IS ONLINE PR? 4 www.agent-cy.com
- 5. CONTENT PR Stunts Social Media Viral Marketing Industry Publisher Campaigns Sites E-Mail Multi-Media Press Releases Newsletters Blogs SEO Wikis Online RSS Feeds Podcasts PR WebCasts/Webinars Videos 5 www.agent-cy.com
- 6. Online PR Benefits • An instantly measurable medium • Opportunities to reach multiple influencers at once • Reduced time for placements • Drives significant visibility to web site • Action-able : Click, share, comment • Become an expert quickly: pod casts and video • Social responsibility platform: Crisis management • Free or inexpensive 6 www.agent-cy.com
- 7. Types of Online Content 7 www.agent-cy.com
- 8. Types of Online Placements 8 www.agent-cy.com
- 9. HOW DO I USE ONLINE PR? 9 www.agent-cy.com
- 10. Develop a Story • Online PR allows you to blend video, audio, text, logos, photos, hyperlinks and related documents into an attractive HTML format. • Must be newsworthy • Be sure to highlight key attributes of brand • Media exists to entertain and inform • You want to be remembered positively • Stories out pull ads • Seek to make a connection • Entertain/inform = newsworthy 10 www.agent-cy.com
- 11. Know Media – Create Angle 11 www.agent-cy.com
- 12. Apply SEO to all PR Materials 12 www.agent-cy.com
- 13. Create Ongoing Content 13 www.agent-cy.com
- 14. Test Different Placements 14 www.agent-cy.com
- 15. Have a Tracking System in Place 15 www.agent-cy.com
- 16. Agent-cy Client Online PR Case Study 16
- 17. Challenge To create awareness and usage of the video game rating system amongst three parental audiences Solution Part I: Developed online content •Targeted messaging by audience •Introductory information •Parental Controls •Online Gaming •Game Search Widget and Press Release •ParentTools Newsletter •Facebook applications Solution Part II: Developed Editorial Relationships/Placed and Tracked Content Online PR relationships with Good Housekeeping, Parenting, Working Mother, GRAND and more. www.agent-cy.com 17
- 23. Results 1.5M views of interactive game search widget across partner sites 25M aware parents brand visibility of ongoing EPR Good Housekeeping Seal of Approval on E+ games for their audience (monthly) Doubled E-Mail open and Click-through rate increase month to month . Creation of ParenTools Newsletter and Gamer Alerts.
- 24. “Agent-cy has been instrumental in helping the ESRB expand its presence online through the development of various partnerships and Online PR initiatives. Their client-focused approach and diligent execution of effective strategies have made Agent-cy a valuable asset to our organization.” —Randy Walker, VP of Marketing, ESRB
- 25. Summary • Online PR has multiple benefits: Visibility, Instant, Actionable • Social Media is an element of Online PR • SEO is an element of Online PR • Traditional PR campaigns are the crux of the development • Online PR starts with a story • Online PR requires ongoing content creation • Online PR requires ongoing strategy, management and tracking
- 26. Agent-cy Q&A www.agent-cy.com www.agentcy.wordpress.com (Ask your Online PR questions here)
- 27. Company Information Agent-cy Online Marketing, Inc. www.agent-cy.com 708 3rd Avenue, 6th Floor New York, NY 10017 Phone: 212-209-3975 Fax: (407) 210-4613 Any specific questions: info@agent-cy.com Agent-cy Blog: www.agentcy.wordpress.com LinkedIn: http://www.linkedin.com/in/agentcy77 Twitter: http://twitter.com/jasminesandler Facebook: http://www.facebook.com/people/Jasmine-Sandler/1588298302