The Network

The Network, Inc. is a leading provider of governance, risk and compliance (GRC) solutions. Through the integration of on-demand software and services, The Network helps organizations identify, communicate, resolve and mitigate risk issues and incidents.

The Network chartered Arketi Group to develop and execute a PR program that positioned it as a GRC thought leader –  in effect, to “own” fraud reporting, ethics/compliance and case management.

Solution

Arketi led The Network's marketing team through a strategic planning session to brainstorm ideas and develop a plan for building thought leadership. Focusing on fraud, ethics/compliance and case management issues, Arketi researched and built media lists with more than 1,000 contacts; researched and identified more than 75 editorial calendar opportunities; and created media messages. In addition, Arketi tracked relevant media coverage to determine The Network’s share of voice and trends in key verticals.

Arketi developed a PR action plan and built a news release pipeline with the goal of drafting and distributing at least one news release per month. Additionally, Arketi proactively pitched editorial opportunities in relevant vertical markets and reactively pitched media angles based on industry trends and news/events, such as the correlation of fraud to the economic climate.

As part of the thought leadership strategy, Arketi looked for ways to leverage the fraud reporting information that The Network was data mining and recommended a quarterly fraud index, which would capture trends in fraud reporting.

For the quarterly reports, Arketi wrote media materials and aggressively pitched the findings to key business and trade media. The Network also distributed an annual benchmarking report in conjunction with its partner BDO.

To showcase some of The Network’s more prominent customers, Arketi and The Network developed a case study on Yahoo!’s “On the Road with the Code” interactive ethics training and pitched key business and trade media on Yahoo!’s program, creating interview and bylined article opportunities.

In addition, Arketi pitched speaking opportunities and crafted speaker proposals, such as “The Case for Case Management” and “Not Your Father’s Code of Conduct.” 

Results

In one year, the thought leadership platform for The Network well exceeded the objectives, with 3,259,232 media impressions and 71 positive stories, delivering a cost-per-contact of $0.015.

Twelve news releases and four social media releases were distributed, generating more than 3,000 views. Arketi’s aggressive pitching efforts secured 33 feature articles – ten times as many as targeted – including placements in Forbes.com, Corporate Board Member, Mashable andEthisphere Magazine.

Arketi secured 15 feature articles on the 2010 Corporate Governance and Compliance Hotline Benchmarking Reportand the Quarterly Corporate Fraud Index – exceeding the objective by 500 percent – and filmed a video of The Network’s CEO discussing the fraud index findings. Placements included SmartMoney, Investor’s Business Daily, International News Services, Atlanta Journal-Constitution, Compliance Week, Risk & Insurance, Insurance Networking News and Human Resource Executive.

Arketi also secured five feature articles on the Yahoo! case study; seven bylined articles on GRC-related topics in publications such as Corporate Board Member, Fraud Intelligence and Corporate Compliance Insights; two speaking appearances with ACFE and IIA; and four feature articles on the Case Management 2.0 launch.

Proving that PR can generate direct, measurable ROI, The Network secured 12 qualified leads directly from recent news stories placed by Arketi, resulting in more than $200,000 in new business.

Kudos

Arketi's campaign for The Network won the following industry awards:

Writing – Business News Release

Public Relations Society of America Phoenix Award

Media Relations – Business-to-Business

Public Relations Society of America Phoenix Award

Marketing – Business-to-Business

Public Relations Society of America Phoenix Award

Media Relations – Business-to-Business

Public Relations Society of America Phoenix Award

Writing – Business News Release

Public Relations Society of America Phoenix Award

Social Media’s Role in the BtoB World - Watch Now
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Social Media’s Role in the BtoB World

Arketi Group Principal Mike Neumeier, APR, examines the role of social media in the BtoB marketing mix and details key components of effective social media strategies. 

In addition to providing real world case studies of BtoB companies successfully leveraging social media, Neumeier shares results from the Arketi Web Watch Survey, which explores how BtoB journalists use social media to find story ideas and check credentials.