My Forrester Groundswell Awards Submission
In the PR tech landscape, there’s no shortage of content. Between white papers, blogs and social media posts, our audience has their choice of content, making it difficult to stand out. This award-winning campaign should win a Forrester Groundswell Award because its creative, eye-catching design, campaign hashtag, interactive contest and thought-provoking content made this e-book perfect for sharing and discovering on social media, leading to more business opportunities for Cision and positioning us a the software solution equipped for the future of PR.
In partnership with Cision, Brian Solis, award-winning author and principal analyst at Altimeter Group, released his new e-book, “What If PR Stood for People and Relationships?,” illustrated by world-renowned cartoonist Hugh MacLeod of Gapingvoid.
To help promote the e-book, we hosted an exclusive What’s The Future of PR half-day conference for industry thought leaders at Google’s headquarters. Brian served as the keynote and offered insights from his book to over 100 attendees. In addition to Solis, Google Analytics Advocate Adam Singer and a panel with Airbnb, Orange and Cisco representatives served as speakers.
#FutureofPR Social Media Contest
Other innovative components of this campaign included a #FutureofPR contest, sponsored by graphic design tool Canva and its digital evangelist Guy Kawasaki, on Twitter and Instagram. For one week, we received over 60 entries, illustrating their thoughts about the future of PR, inspired by Solis’ book. The winner was hand selected by Cision CEO Peter Granat.
To expand the campaign’s reach, we leveraged our relationships with our influencers, giving them early access to the e-book and asking them to share on social and via their blogs. During the run of this campaign, we got 11 influencers with a combined following of 2 million to share the e-book and contest with their followers.
— Scott Monty (@ScottMonty) October 2, 2014
— Brian Solis (@briansolis) October 2, 2014
— SlideShare Today (@SlideShareToday) October 6, 2014
— Heather Whaling (@prtini) October 2, 2014
— Guy Kawasaki (@GuyKawasaki) October 3, 2014
Our e-book to date has received over 290,123 views, (72,404% more than our average). Though leads were not a direct goal of the campaign, as awareness and thought leadership were our focus, we secured over 600 new prospects (100% higher than our average, gated content piece).
Over 53% of those views are from people sharing the e-book through by embedding it on blogs, social media and news sites. By leveraging our relationships, we had 11 of our industry’s top influencers, who have a combined following of over 2 million followers, promote the e-book online. We also generated online conversation, with the #FutureofPR hashtag being used over 1,000 times (900% higher than average).
Communications Best Practices
Get the latest updates on PR, communications and marketing best practices.
Cision Product News
Keep up with everything Cision. Check here for the most current product news.
Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.