Based on the “Moving Citi Forward” campaign’s success in leveraging online media gurus to reach and engage target audiences, Tami McCarthy, founder and CEO of Citi Cards’ agency partner TMG Brand Communications, identifies the following digital media relations best practices:
• Look for the best fit, not the celebrity. “We weren’t necessarily looking for rock star experts or those with the highest numbers in traffic, subscribers and/or followers,” McCarthy says, referring to the media-only Web roundtable event that preceded the official launch of the Citi Forward card. “We wanted bloggers who were respected, who clearly had a deep connection with their audience.”
• Remember that timing is everything. According to McCarthy, “The best implementation strategy is to know your objectives, and [to craft] the right story for the right outlet at the right time.”
• Choose your media influencers wisely. “We were very selective in not only our social media channels, but also with the bloggers we wanted to engage,” McCarthy says. “Bloggers are just like any other media person: Knowing their content, their audience and how you can help them is key to building a relationship with them. [The team] had such strong relationships with bloggers because we took the time to get to know them and what they’re all about.”