The Rocket Newsletter

September 2008

Over the last few months we've been waxing lyrical about all the good stuff social media and search, integrated within the overall marketing mix, can bring...and we certainly hope you've found it of value. This month we thought we'd take a slightly different stance and provide you with a little evidence of this work in practice. We've dusted down our trumpet and are about to give it a bit of a blow to illustrate the success we've been delivering.

Propellernet's approach is resonating well. Major new clients have recently selected us as their digital partner and more of our existing clients have asked us to help them beyond the traditional search marketing work we do for them. This is not an ego trip...honest! We thought it would be a demonstration that we are genuinely helping our clients achieve and even exceed their goals.

Social media and online PR strategy delivering strong results for clients and Propellernet alike

Major clients who have recently decided to partner with us on the Rocket are Amnesty International, thetrainline.com, SAV (Aquacard) and nine brands from within the TUI Group including Crystal Finest and First Choice Ski . As you might imagine a single, productised, engagement strategy would not deliver the desired results for any of them due to their diversity. These organisations, in comparison to each other, provide a diverse range of information, services and products to a very diverse audience. In order for Propellernet to deliver real value and achieve targets, we segmented the target audience for each of them, and devised a unique and different "digital dialogue" to engage with each target audience. This dialogue is in line with their individual business objectives and in sync with their other marketing channels, results so far are very positive. Naturally, our approach encompasses all aspects of search, online PR, social media and includes the analysis of several sets of data in order that we can make improvements as we go. All in all they're pretty happy with our work and creativity of thought.

Onto the second verse and a really big thank you to our existing clients. Virtually all of Propellernet's key clients have recognised the value that our strategy can offer and have invited us to help them attract and engage more of their target audiences by extending their reach online. This includes The Telegraph, Berkeley Homes, Sovereign Holidays , Island Cruises, King & Allen, Causeway Retreat to name a few. Their willingness to adopt our strategy is a real endorsement of their innovative and early adoptive approach to the market place, especially in such economically challenging times.

And finally, in times when the credit crunch is biting hard, it is quite pertinent to point out that our marketplace remains buoyant. This is a strong indication that major organisations really are investing in social media and all its sub-channels to engage with their target audience. Significantly, we have experienced eight consecutive quarters of growth and are about to see our ninth (July to September 2008). So, once again, a very, very big thank you to all of our clients; our aim is to ensure we help you achieve your business goals as well. Next month we'll be talking about the journey from customer awareness through to brand advocacy and how to engage...even excite your customers at every stage. Please look out for it.

Trumpet is now back in its case ready to collect a lot more dust. If you are working with us in this way already we know you enjoy the tune. If you are not then invite us to prepare a rendition just for you.

Best regards,

Client Corner -Telegraph.co.uk focus

As pioneers in Online PR and Social Media, we've have been chosen by telegraph.co.uk to manage all of their Online PR campaigns including Cruises, Jobs, Dating and Crosswords. In addition, we'll be creating campaigns around the innovative Telegraph Widgets including News, Sport, and Telegraph TV.

The core objectives are to develop a sustainable and effective high level of visibility in front of telegraph.co.uk's target audience, and to achieve a quality link development strategy utilising social media and social networks.

This ties in perfectly with Propellernet's customer centric approach. The online areas we focus upon and the blend of social media sites we pursue depend upon the type of people we are trying to target. The target audience lies at the heart of this acquisition strategy, so Persona creation and development is key to ensuring the success of these campaigns.

Once we've identified the target audience, what drives their behaviour and where they spend their time, we can then create the campaign content to be used to attract the target audience. Next steps will be to:

1. Identify tools required to distribute content, e.g. widgets
2. Implement the seeding and placement of the content
3. Monitor and measure the online "buzz" and take-up of each campaign and initiative
4. Incorporate the results and analysis into future initiatives
5. Monthly management and development of all projects

Brainstorming sessions have begun, and innovative ideas are flowing forth!

Propellernet began working with telegraph.co.uk in May 2007 on combined paid and natural search strategies. The initial focus was on Jobs, Travel Classifieds and Travel Editorial. Due to the success in these areas, we are now expanding into other key sectors including Dating, Telegraph TV, Business and Finance.

Dave Lees

Staff Profile

Name: Dave Lees
Role: Search Consultant

Why Propellernet?
The team here is very close-knit, both in and outside of work, which helps make for a great working environment.

Interesting Fact:
During a recent camping trip to the New Forest my tent was attacked and invaded by ravenous wild ponies.

 

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