AGENCY CREDENTIALS - JANUARY 2014

DIGITAL PR
WHO
WHAT
HOW
 The first internet PR
agency in Italy, established
in 2000 and part of the Hill
+ Knowlton Strategies
network (WPP Group).
 Digital PR provides
consultancy on online
communication strategies
and web reputation
management.
 Strong experience, creativity,
dedicated tools and the
belonging of a multinational
network allow Digital PR to
serve the world’s largest
brands with the most
targeted and effective local
plans.
WPP
Group
H+K
Strategies
Digital
PR
sZ
F EV

83 offices in 46 countries
OUR GLOBAL PRESENCE
H+K Strategies Offices
Affiliates
EUROPE
Almaty
Amsterdam
Athens
Barcelona
Belfast
Berlin
Bratislava
Brussels
Bucharest
Budapest
Copenhagen
U.S.
Austin
Boston
Chicago
Dallas
Houston
Irvine
Los Angeles
Miami
New York
San Francisco
Seattle
Spokane
Tallahassee
Tampa
Washington D.C.
CANADA
Calgary
Edmonton
Halifax
Montreal
Ottawa
Québec City
Regina
Saskatoon
St. John’s
Toronto
Vancouver
Victoria
Winnipeg
LATIN AMERICA
Bogotá
Buenos Aires
Caracas
Guatemala City
Lima
Mexico City
Montevideo
Panama City
Quito
San Jose
San Juan
Santiago
Saõ Paulo
Dublin
Frankfurt
Helsinki
Kyiv
Lisbon
London
Ljubljana
Madrid
Milan
Moscow
Oslo
Paris
Prague
Reykjavik
Riga
Rome
Sofia
Stockholm
Stavanger
Tallinn
The Hague
Vienna
Vilnius
Warsaw
Zug
AMEASCA
Abu Dhabi
Algiers
Amman
Auckland
Bengaluru
Brisbane
Cairo
Casablanca
Chennai
Dar es Salaam
Doha
Dubai
Gurgaon (Delhi)
Hobart
Istanbul
Jeddah
Johannesburg
Kampala
Karachi
Kolkata
Kuwait City
Lagos
Lahore
Manama
Mumbai
Nairobi
Perth
Ramala
Riyadh
Sydney
Tel Aviv
Tunis
ASIA
Bangkok
Beijing
Chengdu
Guangzhou
Hanoi
Ho Chi Minh City
Hong Kong
Jakarta
Kuala Lumpur
Manila
Seoul
Shanghai
Singapore
Taipei
Tokyo

MAIN CLIENTS
Since the foundation, Digital PR has been creating effective communications strategies and
solutions for a variety of industries and companies. Among them:

DIGITAL PR SERVICES
F
TRAINING
• Focus on digital
communications
• Digital PR Academy
z
WEB DEVELOPMENT
• Websites, blogs
• Apps, e-newsletter,
etc.
ONLINE
STRATEGY
s
•
•
•
•
Online monitoring
Reputation analysis
Crisis monitoring
Vox Populi tool
INFLUENCERS RELATIONS
• Selection
• Engagement
• Information
8
SOCIAL MEDIA MARKETING
• Social media strategy
• Content curation
• Community
management
WEB LISTENING
DIGITAL PRESS OFFICE
h
• Online press room
• Digital Media News
Release

INSIGHT AND STRATEGY
ONLINE STRATEGY
PROJECT MANAGEMENT


Digital PR provides online
communications
consultancy, from the
definition of guidelines and
policies to enter the 2.0
web, to the accurate analysis
of most effective online
solutions, to the
development and
implementation of plans for
internet communications.

Digital PR follows the
implementation of the different
phases of the communication
plan, implementing the planned
activities, measuring and
comparing the results with the
objectives.
In each of these phases Digital PR
offers a concrete contribution in
terms of strategy, creativity,
communication, PR, marketing
and technological skills.

LISTENING TO THE WEB
Different kind of web listening
•
•
•
•
Online monitoring and clipping, to quickly track issues
Quality-quantity analysis of web reputation
Crisis monitoring with daily alerts
International monitoring
The listening tool
Digital PR developed a proprietary web monitoring tool:
Vox Populi® is an online application whiche allows to
perform analysis and researches among online
information sources (websites and social media)

ENGAGE: INTERNET PR
INFLUENCERS RELATIONS

Online relations and involvement of online opinion leaders
in the online communication plans of the client: online
influencers, bloggers and online journalists
DIGITAL FORMATS


Sending information using internet-friendly formats (digital
media news releases)
Construction of press areas on company websites (digital
newsrooms)

ENGAGE: SOCIAL MEDIA MARKETING
SOCIAL MEDIA STRATEGY
IMPLEMENTATION



Definition of social media
strategy and social media
plans to manage client's
presence in the main social
networks.
Advice on social media and
production of guidelines and
process.

Development of editorial
plans, with both information
and entertainment contents
or apps for social media.
Definition of metrics and
measurement of results.
K

ASSET: WEB CONTENT
EFFECTIVE ONLINE CONTENT
•
•
The web is a powerful and effective way to convey content and
dialogue with stakeholders.
Starting from the objectives of the company, the most effective way
of communication is defined:
 Editorial content for websites, blogs and social media profiles;
 Development of corporate blogs, policy definition, platform
management, community moderation;
 Development of apps for Facebook and mobile;
 Etc.
8
6

ASSET: STORYTELLING

Our approach:



Putting people at the center and make it an active part of our history
Create the narrative experience
Choose the most suitable formats to tell the story

ASSET: WEB DEVELOPMENT
WEB DESIGN AND APPS
GRAPHICS, DATABASE, E-CRM
Production of websites, graphic design, database development,
hosting, Facebook or mobile applications.

ONLINE ISSUE MANAGEMENT
CRISIS
•
•
•
•
•
•
•
Crisis preparation through "crisis checkup" application
Online risk assessment
Monitoring of specific issues
Definition of guidelines, processes and procedures for online crisis
management
Strengthening online reputation through
Internet PR, SEO, link building activities
Creating websites to support company position (dark sites)

DIGITAL PR ACADEMY



Founded in 2008, Digital PR Academy is dedicated to educate companies
and communicators on Internet PR and digital marketing.
Different levels of courses: base, intermediate and advanced, on two
main themes: Internet PR and Social Media.
Possibility of ad-hoc courses for companies on specific sectors / themes.

ALWAYS LEARNING

Digital PR pays special attention to research
and study the web:
 Research on communication trends
 Research on web communities
 "Brands & Social Media" research
 Agency blog as permanent observatory

CASE STUDIES
SOME SUCCESS CASES FROM DIGITAL PR

STRATEGIC CONSULTANCY

Our experience in online strategic communication consultancy and in the development of
social media plans, guidelines and procedures for many leading companies, includes:

ADIDAS PERFORMANCE AND THE BLOGGERS
CLIENT: ADIDAS
ACTIVITY: INTERNET PR
Digital PR has been supporting for years
Adidas Performance in online
communications, building relations with
bloggers, providing online press office support
and performing web reputation analysis.
Involving selected sports bloggers in special
events and sending customized apparel
allowed to spread Adidas Performance
branded content (thousands of occurrences)
and to increase the positive perception of the
brand on the web.

A RED CARPET EVENT FOR THE WEB
CLIENT: PACIOTTI EYEWEAR
ACTIVITY: INTERENT PR
#paciottieyewear
#redcarpetpaciotti
To increase Cesare Paciotti Eyewear brand
awareness, raise its visibility and stimulate online
WOM on its collections, Digital PR created a
dialogue with selected Italian fashion bloggers.
To start, 20 of them were involved in a special
exclusive event, making them act as models on a
Red Carpet, with photo and video shooting.
This allowed to obtain extensive coverage and
amplification on social media as well as many
different branded content (posts, images, videos,
tweets, etc.) spread on the net, with thousands of
posts and comments and a potential reach of 4
million users.

LAUNCHING A BEAUTY BRAND
CLIENT: LIZ EARLE
ACTIVITY: INTERNET PR + SOCIAL MEDIA
Digital PR is supporting the Liz Earle launch in Italy,
aiming to build awareness about the brand and its
products as well as to increase internet sales.
The strategy was to work on two main aspects:
creating a long-lasting relationship with top beauty and
makeup bloggers in Italy and building a strong and
engaged community on social media (Facebook and
Twitter).
The first action was to involve 20 top fashion bloggers
in the launch event, achieving extensive coverage on
Italian blogs and amplification on social media (over
6.000 Facebook likes on the Liz Earle page within 2
months).

LINE: THE ITALIAN LAUNCH
CLIENT: LINE
ACTIVITY: PR (ONLINE AND OFFLINE)
Digital PR supported the launch in Italy of LINE, the
multiplatform app leader in the world of
messaging and free calls for smartphones and PCs.
Beside the tech journalists, the launch got a
special involvement of online influencers. The
launch event got extensive coverage from main
tech media and blogs with 130 articles/posts, 150
live tweets as well as social media amplification
with more than 2.000 mentions within a week.

SEAT LEON AND THE ONLINE INFLUENCERS
CLIENT: SEAT
ACTIVITY: INTERNET PR
To support the launch of new Seat Leon, Digital PR
built a project for selected online influencers in
automotive and lifestyle fields, inviting them to an
exclusive experience: a test drive at the Misano
circuit, in the presence of Seat official pilots.
The involvement of the special online influencers
and the diffusion of different content through
blogs and Twitter allowed to increase awareness of
the new Seat Leon, and to generate word of
mouth on the web with thousands of posts,
comments, images spread over the web in one
week.

FOOD RELATIONS
CLIENT:MUTTI
ACTIVITY: INTERNET PR AND LISTENING
To support Mutti , Digital PR has started a
special relationship with food bloggers and
online influencers. They receive on regular
base information and products for tests.
Mutti organizes special cooking events for
selected food bloggers in the presence of
food experts or endorsers, generating
extensive coverage and word of mouth on
the net and getting better online
reputation.

DANONE VOICE IN THE WEB
CLIENT: DANONE
ACTIVITY: WEBSITES, INTERNET PR,
SOCIAL MEDIA, LISTENING
Over the last years Digital PR has been supporting
Danone with different activities (analysis of online
reputation , web development, social media,
online influencers relations).
To get awareness and coverage from bloggers
Digital PR in particular built a visibility strategy for
a CSR project such as "Danone for Haiti", creating
a blog and feeding social media channels with true
experiences to raise the awareness of the project
and to spread the contents (videos, images,
stories) over the web.

DIGITAL BEAUTY
CLIENT: L’OREAL
ACTIVITY: INTERNET PR
For L'Oréal, to raise Cosmétique Active awareness
among the cosmetics online community, Digital PR
have been recruiting dozens of online opinion
leaders (beauty bloggers and cosmetics forum
heavy users) and involving them in a series of
exclusive product tests and meetings in the
presence of external endorsers and beauty
experts.
Nowaday Cosmétique Active has a group of more
50 online influencers regularly posting branded
contents and getting thousands of posts and
contents spread on the web.

NOVARTIS BIOCAMP GOES SOCIAL
CLIENT: NOVARTIS
ACTIVITY: SOCIAL MEDIA
To recruit students and to increase awareness of
the Biocamp project, Digital PR focused its plan on
Twitter and Facebook.
A Facebook page and a Twitter account were setup to recruit students and the Biocamp workshop
was “live-tweeted” using the hashtag
#BiocampItalia.
Within three weeks there has been more than
7.500 Facebook likes and a thousand of tweets,
growing.

EPSON PRINT
CLIENT: EPSON
ACTIVITY: INTERNET PR + SOCIALMEDIA
To improve its online reputation and find out the
opinions of online communities, Digital PR helped
Epson to start a relation with bloggers, sending
trial offers and involving them in special Epson
events. Digital PR also supported Epson in the
development of its Facebook presence and built
an app to print in an innovative and creative
photos directly from Facebook. The application
has been enhanced with special thematic layouts
developed to promote marketing initiatives.
Installed by thousand of users, the app has being
developed at international level.

EUROSPORT SOCIAL MEDIA
CLIENT: EUROSPORT
ACTIVITY: SOCIAL MEDIA
Digital PR started building Eurosport social media
presence in 2009, managing it since then.
Among the various activities we established a specific
Twitter hashtag that is used by viewers to comment on
sport events and interact live with TV commentators.
The Facebook page has abut 80000 Italian likers.
The main Twitter profile has 20000 followers
The secondary Twitter profile has 4000 followers

THANK YOU FOR YOUR TIME.
For further information:
ADDRESS:
WEBSITE:
EMAIL:
TELEPHONE:
Via Lomazzo 19, Milan - Italy
www.digital-pr.it
info@digital-pr.it
+39 02 319141
@digitalpritalia
www.facebook.com/digitalpritalia