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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.

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About

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.

With the current state of PR undergoing unprecedented change, technology provides brands with the opportunities like never before. But the rapid succession of new social and data tools causes an identity crisis and highlights the need to remain focused on PR’s North Star: relationships. In the free e-book, Solis challenges PR pros to use technology to strengthen stakeholder relations to deliver business outcomes. Solis says relationships must be the guiding force for the modern communicator’s actions.

Event

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.

Canva Contest

 

 

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Influencer Relations

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.

 

 

 

 

 

 

 Final Results

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).

Increase in traffic due to e-book

Increase in traffic due to e-book

 

 

 

 

 

 

 

 

 

 

 

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).

About Adrienne Sheares

Adrienne Sheares is an enthusiast for all things social media. On the rare times she’s not on social media, she loves watching any cooking show and frequently pretends she’s a “Top Chef” contestant in her kitchen. You can find her on Twitter at @SocialMediaDC.

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