MANAGING QUALITY LYIT, Certificate in Business & Enterprise 4 th October 2007
Lyit online pr (low res) w#3
17
ONLINE PR & REPUTATION MANAGEMENT by Niall McKeown © 2010 Ion Online Marketing DMI Online PR Background Online Reputation Management Social Media & PR Practical Tips to Create A Successful Online PR Campaign Background DIGITAL footprint shadow voice
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Course notes from Certificate in Online Marketing 2010 programme run by Donegal County Enterprise Board
Transcript of Lyit online pr (low res) w#3
ONLINE PR
&
REPUTATION
MANAGEMENT
by Niall McKeown© 2010 Ion Online Marketing
DMI Online PR
Background
Online Reputation Management
Social Media & PR
Practical Tips to Create A Successful Online PR Campaign
Background DIGITAL
footprintshadow
voice
DIGITAL
footprintshadow
voiceDIGITAL
footprintshadow
voice
DIGITAL
footprintshadow
voice
Getting Attention
Paying Attention
Not top down
It’s bottom up
Your Challenge is Story Telling
Online Reputation
Management
selling
overcoming objections
Analyse the level of interactions
Check out Google Page Rank
www.prchecker.info
Review inbound traffic in Google Analytics
Create a hit-list and ignore the others
Not All Websites Are The Same
Practical Online PR
4%
63%
14%
18%
Generic SearchHotel NameBrand TitleRef & Direct
Web Site and Permission Marketing
Viral Marketing
Online Brand Management
Video/YouTube Channels
Blogging
Affiliate Marketing
Online PR
Email Marketing
PodcastingSocial Media
Mobile Marketing
Webinars
Pay Per Click Advertising (PPC)
Search Engine Optimisation (SEO)
Online display advertising
Offline Campaigns pushing to online
Consolidated reporting
www.google.com/agencytoolkit www.google.com/agencytoolkit
The Language We Use The Language We Use
Practical Online PR
Practical Online PR www.google.com/insights/search
cheaplow
www.google.com/insights/search www.google.com/insights/search
www.google.com/insights/search www.google.com/adwords
3 Types of PR Campaign
Monitoring Publishing Engagement
Monitoring
www.google.com/alerts blogsearch.google.com
RSS
www.radian6.com
Publishing
Identify key publications that influence your audience
Create story and supplementary content
Create landing pages
Encourage outbound ‘SEO’ links
Fulfill the customer journey
Monitor Goal pages in Google Analytics
Publishing
Publishing
Peer Review Publication
Destination Website Goal Page
Engagement
Peer Review Publications
Social Media
Forums
Blogs
Call-To-Action (offline engagement)
Engagement Peer Review Engagement
Information Silos of Social Media www.weddingsonline.ie forum
Thought Leadership Blogging
The Four Rules of Thumb
1.Technically wrong, address the error
2. If it is a genuine complaint, try to address and get off line
3.The ranting of a mad man, leave it
4.Competitor content, try to gently expose it or leave it
Practical
ONLINE PR
&
REPUTATION
MANAGEMENT
by Niall McKeown© 2010 Ion Online Marketing
