Igniting integrated PR and social thought leadership in the UK

SafeNet

Challenge
Build the profile of SafeNet, the leading data protection company, in the UK; position as a recognised thought leader in security and kick-start its social media presence.

Results
Generated over 50 sales opportunities per year via combined PR and social media campaign and over 500+ pieces of earned coverage
Our two year campaign sharpened SafeNet’s media profile on data protection issues and ensured a strong share of voice in tier one security, IT and national titles. Over 150 unique pieces of quality coverage were generated each year, including publications such as the Financial Times, BBC Online, The Daily Mail, This is Money, Computer Weekly, Computing, The Register and Infosecurity magazine.
We increased Twitter followers from 567 to 3,561, majority of which from management, security and technology background – key audiences for SafeNet.
Audience engagement improved, ensuring that almost half (47%) of the tweets are retweeted and 88% of the tweets receive comments/responses.
Improved the quality of Twitter followers with brands and media which now includes Vodafone, Orange, Financial Times, Infosecurity, SC Magazine, the Centre for Internet Security commenting on or retweeting SafeNet’s tweets.
The quality of LinkedIn followers substantially improved with almost 100% of members comprising of senior level decision makers from the security industry.
The business impact: SafeNet’s brand was built into a market leader which led to acquisition by Gemalto.

How
Brought Secure Breach theme to life to showcase thought leadership in how organisations can innovate by accepting the inevitability of a security breach and protecting data at its core to minimise damage. Developed original content including opinion articles, blogs and tweets.
Extended the theme into securing the Internet of Things, including issues work around protecting the PKI infrastructure, smart grids and e-health devices. Co-ordinated briefing programme for Europe’s top embedded systems event.
Ran an issues war room to jump on breaking news on data protection breaches and developments in DP regulation including important milestones in EU debate on topic. Suggested and produced comments and organised telephone and face to face briefings.
Used new CEO appointment to catalyse cloud security theme running up to Infosec 13, Europe’s biggest IT security event. Set up high-profile briefings with tier one IT and security media including Computer Weekly and SC Magazine.
Responsible for European analyst relations and managed briefings on SafeNet’s breakthrough in crypto hypervisor technology for cloud xSPs.
Reviewed existing social media activity in the UK and identified areas of improvement with a focus on Twitter, LinkedIn and blogging.
Created a clear social media strategy that resonated with the key themes of the PR campaign i.e. data protection, enriching our digital lifestyles and economy, next generation authentication, protecting and growing a successful software business.
Prepared dedicated Twitter plans around events to support marketing and sales.
Worked with the internal marketing team to develop a six-month Twitter plan and generated relevant content for blogs which were then leveraged on LinkedIn and Twitter.
Monitored activity on LinkedIn and posted comments on industry forums.
Monitored Twitter activities and proactively engaged with key industry influencers.