MIPAA Online Workshop Maximising SEO in comms materials Monitoring and engaging in social media Evaluating, ranking and assessing influence

Maximising SEO in comms materials

Monitoring and engaging in social media

Evaluating, ranking and assessing influence

What is SEO? Making it as easy as possible for people to find you through search engines

Making it as easy as possible for people to find you through search engines

Keywords are king Keywords are the words people use when they’re looking for you. If you use them too, they’ll find you. List the keywords you know You Competitor 1 Competitor 2... Name Web URL Public figures Brand names Brand URLs Key issues

Keywords are the words people use when they’re looking for you. If you use them too, they’ll find you.

List the keywords you know

Keywords are king Keywords are the words people use when they’re looking for you. If you use them too, they’ll find you. List the keywords you know List the keywords you don’t know Marketing literature, websites, media agencies Google’s AdWords keyword tool https://adwords.google.com/select/KeywordToolExternal Put them everywhere Page titles, headings, links Meta tags – title and description Text – about 5 keywords per 100 words

Keywords are the words people use when they’re looking for you. If you use them too, they’ll find you.

List the keywords you know

List the keywords you don’t know

Marketing literature, websites, media agencies

Google’s AdWords keyword tool https://adwords.google.com/select/KeywordToolExternal

Put them everywhere

Page titles, headings, links

Meta tags – title and description

Text – about 5 keywords per 100 words

Link up More links give you higher rankings Link outward Link to other sites Put keywords in anchor text of links Encourage other sites to link to you Link inward Link your most important pages to all others Use text navigation Supplement graphics or ‘dynamic’ navigation with textual links

More links give you higher rankings

Link outward

Link to other sites

Put keywords in anchor text of links

Encourage other sites to link to you

Link inward

Link your most important pages to all others

Use text navigation

Supplement graphics or ‘dynamic’ navigation with textual links

What is social media? Sites that enable people to interact with each other

Sites that enable people to interact with each other

Find Listen Engage Influence Use your keywords to find people on: Google Wikipedia Boardreader Facebook Digg Del.icio.us Google Blog Search, Technorati Rank them Yahoo site explorer inlinks for websites https://siteexplorer.search.yahoo.com/ Technorati authority for blogs http://technorati.com/

Use your keywords to find people on:

Google

Wikipedia

Boardreader

Facebook

Digg

Del.icio.us

Google Blog Search, Technorati

Rank them

Yahoo site explorer inlinks for websites https://siteexplorer.search.yahoo.com/

Technorati authority for blogs http://technorati.com/

Find Listen Engage Influence RSS=Really Simple Syndication Subscribe to RSS feeds using an aggregator Use RSS aggregators to monitor core bloggers Keep an ear open for other key conversations by subscribing to searches across social media Additional platforms to consider: YouTube Twitter Google News/Yahoo News Friendfeed Microsoft Live Web

RSS=Really Simple Syndication

Subscribe to RSS feeds using an aggregator

Use RSS aggregators to monitor core bloggers

Keep an ear open for other key conversations by subscribing to searches across social media

Additional platforms to consider:

YouTube

Twitter

Google News/Yahoo News

Friendfeed

Microsoft Live Web

Find Listen Engage Influence Match the right content to the right people and outreach Informality, relevance and transparency are key Approach bloggers directly, owners of sites, moderators of forums or social sites say who you are, where you’re from mention something about their blog/site/forum ideally offer them something ask whether they'd mind you keeping them in the loop leave it DON'T do a standard mail-out!

Match the right content to the right people and outreach

Informality, relevance and transparency are key

Approach bloggers directly, owners of sites, moderators of forums or social sites

say who you are, where you’re from

mention something about their blog/site/forum

ideally offer them something

ask whether they'd mind you keeping them in the loop

leave it

DON'T do a standard mail-out!

Find Listen Engage Influence Good relationships + time=influence

Good relationships + time=influence

Evaluating influence Challenges What exactly are you measuring? Who is listening to you? Did you change behaviour? Opportunities Understand your brand Earn love in bad times and thrive in good Become the influencer

Challenges

What exactly are you measuring?

Who is listening to you?

Did you change behaviour?

Opportunities

Understand your brand

Earn love in bad times and thrive in good

Become the influencer