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Getting the Message to Social Media Outlets and Online Networks
In February 2009 Kulesa Faul worked with cloud computing customer, Appirio, to promote the launch of a new application for Facebook. Appirio wanted its news to not only stand out from other industry noise involving Facebook, but also to spread ‘virally’ among press, analysts and bloggers. Kulesa Faul developed a media strategy that involved the use of ‘on-demand briefing packets’ -—an easy, unobtrusive way for Appirio to provide news and important press materials to bloggers and important industry people without having to impose on their time.
Results: On demand briefing packets, which included links to Slideshare presentations, screenshots and product demo’s, were assembled and delivered to appropriate bloggers and editors in advance of the product announcement. The launch results included 18 separate stand-alone articles on Appirio, a feature story in TechCrunch, more than 20 Twitter posts on the news, and over 1114 views of Appirio’s Slideshare presentation. All of this contributed to Appirio reaching its highest website traffic numbers to date.
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