2. Contents
• What is Digital Communication?
• What is Canela Digital?
• Why choose Canela Digital?

3. What is Digital Communication?

4. What is Digital Communication?
What is Digital Communication?
 Digital Communication is the transmission of information and the interaction that takes
place through electronic media, principally, webs, blogs, social media, forums and other
Internet-based tools.
Why is Digital Communication important?
 What isn’t on the internet doesn’t get to the public. More people read the news online
than in newspapers. People trust what they read in blogs and what is recommended by
their peer group in social media sites.
Why do I need to invest in Digital Communication?
 If you’re not online you’re not being talked about. If you’re not being talked about then
you’re not reaching your target audience. Companies that don’t adapt to this change risk
being left behind by the competition.

5. What is Canela Digital?

6. What is Canela Digital?
What is Canela Digital?
 Canela Digital is a new department at Canela Public Relations dedicated specifically to
Digital Communication strategies.
Why has it been set up?
 This department has been set up to provide clients with expertise on how to achieve the
maximum impact for clients in the online space.
What can it do for my company/brand?
 With Canela Digital you will have at your disposal services and tools dedicated
exclusively at ensuring that your message gets to the maximum number of people as
possible online.
What will it cost me?
 Less than you think might think. Campaigns can vary and the trick to success is to get
users to generate the content.

7. Canela Digital services
 Digital media audit and strategy: An analysis of what is being said about your
product/service/brand online followed by a strategy for how to participate in the
conversation
2. Blogger outreach: Bloggers are the voice of the consumer on the internet. We help you
to make positive relationships with them in a way which best serves their interests and
your brand.
 Social Media News Releases (SMNR): Press releases developed in a format that
works best on the internet and is most useful for bloggers and online journalists.
 Campaigns for social media sites including the creation of digital assets: ideas,
recommendations and interactive collaterals designed to achieve maximum impact
amongst your target audience.
 Creation of webs and micro-sites: We write contents for and design specific sites with
information in support of your communications objectives.

8. Why choose Canela Digital?

9. For our proven experience
Digital media audit and
strategy
Blogger outreach
Social media news
releases
Campaigns for social
media sites
Creation of digital
assets
Creation of webs and
microsites

10. For our references
“For the first time I see that a PR agency is using email “Of all Mio’s agencies in Europe Canela was able to show us
properly, in the case of Canela PR instead of the importance of digital media without blinding us with
saturating us with email they have created an online science. I like their common sense approach and their ability
press room. Little by little agencies are learning good to deliver in this space has been proven through Geo-Xating
techniques in the online space”. campaign which has created lots of noise in social media
Manu Contreras, Hipertextual.com communities and continues to do so months after the
launch.”
Graham Sears, European PR Manager Mio Technology
“We chose Canela because they were able to offer us
creativity and expertise in both the on and offline space. “Canela PR has a highly professional team with the
As soon as we launched we were all over the social ability to get the maximum from the digital space thanks
media space thanks to their expertise.” to the passion, motivation and creativity that they
Nick Marsh, dedicate to each one of their projects”.
Head of Internatinal Marketing, InspirAction Fernando Ujaldón, Director of Communication
11870.com
“Bloggers have different communication needs from traditional media above all immediacy. This is something that Canela
understands and have worked hard to provide a workable solution with their online press room. We get 24/7 access to the
information we need about their clients in the format we need it in. Without doubt they are ahead of the curve.
Carolina Denia, blogger ClipsetNet

11. For our team 100% “digital-oriented”
Deborah Gray Xavi Balaguer Alexandra Cavero
Founder & Manager Blogger Specialist Social Media Mistress
After a long experience in
Xavi is Canela’s technology Alex aka Little Jedi is our
PR that started with faxing
expert and resident IT geek. Social Media Mistress who
news releases Deborah
He is our specialist in spends more time in the Digital
had the vision to dedicate
technical things and speaks space than in reality.
Canela’s resources to
the same language as the IT When not Tweeting she can
adapting to the
Bloggers and buys his clothes be found creating FaceBook
opportunities offered by
from the same shops and groups, posting news in
Digital media. Living proof
gets his hair done at the Forums and humming along to
that you can teach an old
same hairdressers. the Stereophonics.
dog new tricks.

12. Case study InspirAction
Challenge
 To launch a new NGO and recruit activists
 Generate traffic for the InspirAction website.
 Generate noise online about the organisation through social media sites used by the target audience.
Response
 Canela made an analysis of the social media sites used most by the target audience of InspirAction
and established bespoke InspirAction profiles in the most relevant ones.
 Canela makes daily (Twitter) and weekly updates (Facebook, Tuenti, My Space, YouTube) of news
about the InspirAction brand using contents specifically adapted to this media.
 Canela maintains a dialogue with InspirAction fans and followers responding to their enquiries.
Results
 Contents 100% updated always.
 Increased visibility of InspirAction in the web.
 One month after launch InspirAction has over 500 fans in Facebook and 300 followers in Twitter with
numbers increasing every day.

13. Updating social media profiles
Twitter
Profile
MySpace
Profile
Flickr
Profile
Digg Tuenti
Profile Profile
Facebook
Profile
YouTube
Profile

14. Case study BingOlé
Challenge
 Create micro-sites to redirect traffic to the BingOlé web page.
 Create and update on a fortnightly basis micro-site contents following different themes and focus.
Response
 Canela carried out a study of the sites and blogs from the competition and made recommendations on
which themes would be appropriate to develop micro-sites and micro-site contents.
 Canela developed quality contents for each sites using a wide variety of sources.
 Every two weeks Canela develops new contents so that each micro-site has freshly updated contents.
Results
 Three differently themed micro-sites En femenino.es, Crisisnogracias and Juegobingo.es.
 Contents updated every 15 days.
 Over a 3 month period 18.000 visitors were re-directed to BingOle.es from these micro-sites.

15. Updating micro-site contents

16. Some Digital assets we’ve created to promote ourselves
V i r al V i d e o s Canela making buzz online
F l a s h G a m e
and improving search Are you ready to play? Brand enegagement
rankings Fun, transferable
C h r i s t m a s w i d g e t
A fun, downloadable, desktop appllication Audience engagement and branding
Our interactive Advent calendar
opportunities

17. To sum up Canela Digital offers...
 A Department specialised in Digital Communication.
 A team 100% focused in Digital Communication.
 A wide arsenal of tools to help achieve your communication objectives online.
 Solutions that fit the budget of each client.
 Experience with clients from different sectors and different profiles.
 Proven success in social media campaigns.
IMAGINATION, PASSION and ENTHUSIASM for the Digital World

18. Thank you very much for your time
For a more in depth presentation, please contact:
xbalaguer@canelapr.com
Tel: +34 93 269 09 93