SES London 2011 Search PR Social
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Transcript of SES London 2011 Search PR Social
Presented by:Lisa Buyer, @lisabuyer
The Buyer Group, president and ceo interactive public relations, social
media + branding
Search, PR and the Social Butterfly
About MeLisa Buyer @lisabuyer
Managed my own PR and branding agency for past 15 years
Come from a traditional PR background Digital by design during the dot com days
Social media is part of my mixologyPractice yoga and follows some celebrity
gossipThe Buyer Group, president and ceo interactive public relations, social
media + branding@lisabuyer
OptimizePublicizeSocialize
@lisabuyer
Social PR
@lisabuyer
The Opportunity
@lisabuyer
The media issearch and social savvy
@lisabuyer
National Survey Finds: The Majority of Journalists Now Depend on
Social Media for Story Ideas
@lisabuyer
89% of reporters/editors
turn to blogs for story research
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65% of journalists usesocial media sites such as
Facebook and LinkedIn for story sources
@lisabuyer
52% journalists use microblogging services
such as Twitter
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100% of journalists use Google as a tool when
working on storiesGoogle is the top search engine for online research with all responding journalists
using this tool.
Wikipedia is second
@lisabuyer
Online Newsroom….. Why?Journalists expect it!
visit company online OFTEN – large and small company newsroom
visit both large and small-to-medium sized company online newsrooms
Centralized location and 24-hour access of press materials
Control and delivery of corporate message Social media interaction
@lisabuyer
Online Newsroom….. Checklist! Update at least 1x a weekMake sure it is a hub for all social media networksVideo ImagesRSS feeds by categoryThe LIKE button on each press releaseThe Tweet button If you have a blog, make sure you promote it in your
online newsroom
@lisabuyer
PR Video ChecklistCombine video with each press releaseOptimize the videoThe video is the person quoted in the videoChange up the backgroundThe LIKE button on each press releaseNewsroom featured video should be pulled to the home
pageAnnotationsLink from one video to the next – CEO talking to a
customer testimonial
@lisabuyer
@lisabuyer
Sharing Tools in Newsroom
Social PR Content Checklist• Break up press release content into nuggets for
Facebook and Twitter with links back to newsroom fill story
• Use compelling • Videos• Images• Linked In button is new – Follow company on LinkedIN
@lisabuyer
Press Release Checklist
• Write like a reporter• Catchy to the point headlines• Optimize• Links• Use video and Images
@lisabuyer
PR Tip:PR pros needs to learn the basics about SEO and optimizing Social Media
@lisabuyer
Today’s PR
Optimized
Publicized
Socialized
@lisabuyer
Panel says: Content
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First Tweet March 21 2006
@lisabuyer
More opportunity
Customers are search and social savvy
@lisabuyer
The amount of time people spent on Facebook in 2009 was
700% higher than 2008.
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Like button used by 2 million websites
Facebook passing 500 million members
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Facebook is becoming a search engine
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150 million mobile users on
Facebook today vs.
65 million last year
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Optimized
press releasesblogsvideo
imagespoststweets
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Publicized
DistributionSocial media newsroom
Muck rackHARO
Pitchengine
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Socialized
TweetsPostsStatusBlogs
Foursquare tip#Journchat
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How
Content strategy Theme out each monthDaily/weekly/monthly
Idea: Start with a monthly press release then
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Example
Content Strategy
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@lisabuyer
@lisabuyer
New Rules of Social Media
=
@lisabuyer
Next Monday on #journchat is Rand Fish talking
about PR and SEO
@lisabuyer
SEO, PR + Social Media = BFFs
Parting words@lisabuyer
Thank you for having me!
Email questions or feedback to [email protected]
or DM me on Twitter @lisabuyer