Over the past few months Zing’s online PR team have been implementing a innovative online PR campaign that’s helping the iconic Aussie brand, Hills Hoist, launch in the US.
Online PR is relatively new to the Australian PR industry, but the more we work across accounts that encompass both online and offline initiatives, the more we realise the similarities between traditional PR and its funky online cousin. Of coarse, the Hills campaign included all the mysterious acronyms like SMO (Social Media Optimisation), SMR (Social Media Release) and SEO (Search Engine Optimisation).
But one PR skill that translates so perfectly from the offline to online world is the ability to build relationships. Zing is proud of its offline media relationships, but understands that a different approach is needed when pitching to online media. We try to be as open and transparent as possible and can only hope for a positive response.
Being open to feedback and encouraging an open dialogue with bloggers is an essential part of all our online campaigns and results in receiving comments like this:
"It's a pleasure to deal with a professional agency. I've found that the agencies with separate digital divisions tend to be a bit more savvy and you guys fit right in there for professionalism!"
MC Milker ecochildsplay.com
Our online team stands firm in this approach and is always open to receiving new insights from bloggers, social media gurus, or just about anyone else who wants to add their two cents.
It’s a learning process but one which we are open to and eager to master.
Send me your comments guys.
Stuey - stuart@zing.net.au
Here at Zing PR we consider ourselves pretty clued up when it comes to social media strategy
. It's a big part of what we do and are lucky enough to have an entirely separate online PR team.
it seems more and more of our clients are requesting new and exiting ways to converse with a broader community, to find ways to support offline PR campaigns and generally be a bit more accessible for their consumers. As a result the Zing online PR team have never been busier!
For example, we're working with SunSilk to spread the word about their new 2008 Fashion Designer range for hair. The range has been designed and developed in conjunction with three of Australia's top designers - Peter Morrissey, Alice McCall and Collette Dinnigan.
Zing created a Social Media Release (SMR) and have been using our relationships with beauty and fashion bloggers (who have all been amazing) to spread the word as well as offer feedback and thoughts around the products and the campaign. We've also implemented a Search Engine Optimisation and Social Media Optimisation campaign to drive traffic to the SMR and create a network of incoming and outgoing links.
We know that the SMR is a constantly evolving and changing format. Check our's out here
Would love to know what you think.
Sean - Digital Account Director - Zing
To launch the Optus ‘Always Win’ Snow Party this month and leverage the Optus sponsorship of Ch10’s hit show ‘So You Think You Can Dance’, Zing Experiential designed a dynamic stand for this year’s Sydney Royal Easter Show featuring a seven meter inflatable igloo that managed to stay up the entire two weeks! Action included a snow flake guessing competition and the Zing promo snow bunnies making sure everyone had FUN in the chill out zone!
Professional dancers from Dance Fever ran regular dance off competitions with Optus handsets up for grabs as instant prizes...the Boys and B Girls promo staff educated guests about exclusive dance content on the Optus website. Highlights included exclusive appearances from ‘So You Think You Can Dance’ contestants on high traffic days that were massive drawcards.
Every day Optus participated in the Easter Show Street Parade with giant Optus Animals walking along side the famous TVC Optus BIG YELLOW Cadillac!
This campaign was such as success the stand was featured on the Easter Monday night Ch 10 news and awarded the SILVER sash for the second best stand at the Royal Easter Show!
Kate W (Senior Producer - Experiential, Zing)
