Supercharge your small business with social media sept 2010 update
How to Supercharge Your PR Program with Social Media
Transcript of How to Supercharge Your PR Program with Social Media
How to Supercharge Your PR Program with Social Media
June 2, 2011
Intelligent PR
Designing and implementing a social media-optimized PR programImag
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Image: Intersection Consulting via Flickr, CC
… and PR
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Image: tuchodi via Flickr, CC
PR is (still) about relationships
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The framework
What are the business goals? (KPIS)
How does communication help reach these?
Tactics with… Measurable objectives…
StrategyFor which you use the appropriate
tools
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KPIs… what the @#*!
“… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”
~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators
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Image: stacyjclinton via Flickr, CC
Use the hub & spoke approach
Where do you want people to go? A website? A landing page?
Direct people from your social outposts to your hub
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E.g.: The Blue Key campaign
www.thebluekey.org Used with permission from USA for UNHCR
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This is what we need people to do: get a Blue Key for $5: 6k by June 20 (World Refugee Day)
So wherever USA for UNHCR’s social outposts are, we try to redirect back to the Blue Key site & “get a key” page
Used with permission from USA for UNHCR
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From Facebook…
From Twitter…
From the blog… and everywhere else
Used with permission from USA for UNHCR
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Tracking links are key (no pun intended)
Bloggers aka Blue Key Champions
News release
… as well as from Facebook, Twitter, email newsletters, blog, etc…Used with permission from USA for UNHCR
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Think about your content• Are you telling a story?• What do you want people to do?
Begin with optimization• What will my audiences be searching for when I want them to find my content?
Create news releases that…• Are more visible • Engage your audiences, resulting in more pickup and coverage by key influencers• Generate trackable leads
Create the package• Is there an opportunity to tell the story in formats other than text?• Have I “connected” all of my assets through links?• Can I incorporate a measurable call to action? • Don’t forget to do the same with bloggers
Measure• Determine the primary objective and tie your metrics back to it
What to do…
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Google AdWords – a free service – gives us valuable information about what people are searching for.
Terms such as “Osteoarthritis Treatment” command consistent search traffic on Google. The best target keyword phrases are 2-3
words – avoid one-word links
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Incorporate keywords in news release text…
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The Genomic Health video makes no reference to “breast cancer treatment” until the viewer has already found it and
begins to play the video. Ideally, the title and description reference “breast cancer treatment” and include anchor text
links to other resources.
In videos…
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Google and other search engines display recent and/or popular
videos in the search results page – tagging your videos with popular
and relevant search terms increases the chances they’ll be
found.
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One of Bosch Home Appliances’ target keywords for this release/image is “wall ovens”
In image captions…
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Even in image filenames…
We continue to see “wall oven” in the image file names (vs. a bunch of random info)
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TIP: Also include a list of “supporting resources” with full “http://www” links. This will ensure that every
website and editorial system gets your links (many still do not support anchor text)
Anchor text links to
supporting resources
Keyword-rich headline
includes “breast cancer
treatment”
Embedded Video
References to “follow the
campaign” on Twitter and Facebook
The social media release facilitates sharing…
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Campaign Landing Page
Your Website
Link all media assets and online resources. No content related to the campaign should ever be more than a click away.
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Include a call to action in your news release
Include a call to action
Embed a hyperlink that links to a landing page
on your website
Hyperlink it to a landing page
Create a URL (tracking token) unique to this press release: http://info.marketwire.com/EngageeBookHome.html
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Create an optimized landing page
• Keep it simple• Align specific content
around relevant, narrowly focused keywords
• Include multiple calls to action
• If you include a form, keep it above the “fold”
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Track & refine
Watch your website/blog trends via analytics If you have a custom landing
page, how is that doing?
Are people doing what you want them to?What trends do you see? Strategy
isn’t meant to be set in stone.
Questions? Or if you’d like to contact me:[email protected] ; @shonali; www.WaxingUnLyrical.com
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