Data-driven influencer marketing case study: Generating leads for Parents magazine

1. ©2007 Market Motive, Inc.
Greg Jarboe
Market Motive Faculty
Online PR
Generating leads
for Parents
magazine

2. Greg Jarboe : Faculty : Online PR
New SEO-PR case study: Parents
magazine cover kid photo contest
• Contest began May 7 and
ended June 24, 2008
• Open to parents or legal
guardians of a child between
ages of six (6) months and
six (6) years, who are both
legal residents of United
States
• Child of the Grand Prize
winner will be featured on
the cover of the November
2008 issue of Parents
magazine
Source: Parents.com, May 18, 2008

3. Greg Jarboe : Faculty : Online PR
Campaign combined press release
optimization and blog outreach
Sources: PRWeb, May 28, and HerBigIdea.com, May 30, 2008

4. Greg Jarboe : Faculty : Online PR
Campaign offered useful content
and rolled out over two phases
• In late May, we offered
picture taking tips from
sittings editor Sharon Elcock
to moms and dads entering
their cute kids in Parents
magazine’s online photo
contest
• In mid-June, we offered Web
badge to mommy bloggers
who had not only entered
contest themselves but also
encouraged other moms and
dads to enter pictures of their
kids

5. Greg Jarboe : Faculty : Online PR
Used keywords appropriately to
optimize information-rich releases
Source: Prep, May 28 and June 20, 2008

6. Greg Jarboe : Faculty : Online PR
Optimized press release ranked #1
for picture taking tips 26 days later
Source: Google News, June 22, 2008

7. Greg Jarboe : Faculty : Online PR
313,519 headline impressions:
147,547 of 1st + 165,972 of 2nd
Source: PRWeb, Aug. 10, 2008

8. Greg Jarboe : Faculty : Online PR
8,873 full-page reads: 4,397 of 1st
release + 4,476 of 2nd release
Source: PRWeb, Aug. 10, 2008

9. Greg Jarboe : Faculty : Online PR
Two outreach programs identified
200 mom blogs and family blogs
Sources: Karen Hossink, Surviving Motherhood, May 23, 2008
and Ashley, The Brandes Family, May 28, 2008

10. Greg Jarboe : Faculty : Online PR
Mommy bloggers encouraged
other moms and dads to enter
Sources: Deb, Just a mom’s take on things, June 18, 2008
and Amanda, GoodyBlog, June 19, 2008

11. Greg Jarboe : Faculty : Online PR
Blogger community was excellent
place to generate 142 inlinks
Source: Yahoo! Site Explorer, Aug. 11, 2008

12. Greg Jarboe : Faculty : Online PR
Contest entry page ranks #3 in
Google for cutest kid in America
Source: Google, Aug. 11, 2008

13. Greg Jarboe : Faculty : Online PR
US people visiting Parents.com
jumped to 112,591 per day
Source: Quantcast panel estimate, Aug. 10, 2008

14. Greg Jarboe : Faculty : Online PR
85,878 original photos received by
11:59 p.m., E.T., on June 24, 2008
Source: Parents magazine cover model search, Aug. 11, 2008

15. Greg Jarboe : Faculty : Online PR
Lessons learned from Parents
magazine cover kid photo contest
• Focus on creating useful,
information-rich content that
uses keywords appropriately
and in context
• The more useful content you
have, the greater the
chances someone else will
find that content valuable to
their readers and link to it
• Creating good content pays
off: Links are usually editorial
votes given by choice, and
the buzzing blogger
community can be an
excellent place to generate
interest
Source: Parents.com, Aug. 10, 2008