Cision Webinar Slides - Your PR & Marketing Questions Answered

Cision Webinar Slides - Your PR & Marketing Questions Answered






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  • Get the Top 10 or 25 authoritative voices in your industry. Cision Influencer Reports deliver the names, contact details and profiles of the influencers talking about your product, your brand, your industry, your competitors. They’re the people reaching your customers directly, and knowing who they are gives you the advantage. Cision analyzes a number of criteria including blog posts, comments, unique commenters, views, votes, followers, fans and more to determine who’s reaching the most people with the most relevant content. The end result? You’ll get an easy to read report so you can quickly identify key people to focus your efforts on, with a complete picture of their spheres of influence and everything you need to engage with them. Cision Influencer ListsPOLL QUESTION: Are you interested in a free influencer report?
  • Just like the rule of 3rds in photography, by splitting up your content into three different parts it allows you to create a full image of your brand that is interesting and more attractive to the viewer.
  • Similar to LinkedIn, Facebook also offers brand pages and the ability to create groups. A Facebook Page is simply a page created for business, brands, celebrities, etc. It is a public page where people can become “fans” and follow the pages updates. A group, on the other hand, allows people to converse and share information on a specific topic. Groups can sometimes be more engaging since they are comprised only of those with an interest in the specific group topic.

Cision Webinar Slides - Your PR & Marketing Questions Answered Cision Webinar Slides - Your PR & Marketing Questions Answered Presentation Transcript

  • Your Top PR & Social Media Questions You Asked… We’ll Answer Teresa Dankowski Content Marketing Manager @SeekOrShout Gina Joseph Social Media Community Manager @CisionNavigator
  • 22 Webinar Hashtag #cision Follow Us!
  • 33 How to Participate Today  During today’s web seminar, attendees will be in listen- only mode.  If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317  Submit text questions Q&A addressed at the end of today’s session  Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
  • Blogging
  • 55 How are blogs different from forums? Peter Granat, CEO Cision Global
  • 66 Blogs  Known as discussion or bulletin boards  They pre-date blogs  Anyone in the forum can start a conversation  Moderators sometimes keep commenters on topic, but no one person ―owns‖ the thread. Forums  Sites where people or brands create and publish content  Most blogs allow comments, but not all do  Whoever ―owns‖ the content starts the conversation when they choose to write about a specific topic
  • 77 Our company guest blogs monthly on a channel partner’s blog. Any way to leverage our blogging or find a wider audience? Brandon Andersen, Director of Marketing
  • 88 Optimize and amplify  Optimizing will help you do better in search rankings • Find your keywords • Write strong headlines • Use key phrases  Amplifying will help you reach that wider audience • Share on social media • Reply to comments • Engage your blogging community
  • 99 Do you need permission to post content from someone else’s blog? Gina Joseph, Social Media Manager
  • 1010 Scenario #1: Curating content  Curating is when you… • Read someone else’s content • Pick out what resonates with your audience • Share it with your own insights  You’re already a curator (even if you didn’t realize)!  Always give proper credit and link to source  If excerpting content, set it apart and limit what you cite  You don’t need permission for curation, just attribution
  • 1111  If you want to repost someone’s entire blog post, you MUST ask for permission  Contact the author via e-mail  You still have to give proper credit and link to source  Not asking isn’t just poor etiquette—it’s stealing  Best practices build community, can have positive effects for your brand Scenario #2: Reposting content in full
  • 1212 Can you offer tips to finding influential bloggers in your space? Heidi Sullivan, SVP, Digital Content
  • 1313  Old-school networking • Remember to take business cards or connect on LinkedIn with people you meet at events or conferences  Search #hashtags • Searching hashtags (on Twitter, Facebook or at is a great way to find people tweeting about topics that interest you.  Read and comment • To know who the influential bloggers are in your space, you have to do the research! • Check out Cision Navigator’s Top 10 and Top Social lists! • Comment on blog articles you find interesting • More tips, here! Some tips:
  • 1414
  • 1515 What does ―keyword competition‖ mean? Patrick Niersbach, Marketing Analysis Manager
  • 1616 It’s all about SEO  Definition: A keyword is any word or short phrase that describes a website topic or page. The more a keyword is used by searchers and websites the more attraction power it has. – Google Keyword Tool  Keyword competition refers to how often a keyword appears in searches  Instead of trying to be cryptic or funny, try the Google Keyword Tool and seek out a lower-competition word or phrase that you can use to sell the story  If you use Wordpress, take advantage of the SEO pack, where you can add keywords into a title and description
  • Content Marketing
  • 1818 What is ―native advertising‖ and how is it different from content marketing? Laurie Mahoney, Director, Product Marketing
  • 1919 The difference  Content marketing • Delivers relevant stories to a target audience • It’s your “brand journalism”—articles, graphics, press releases, video, events, social media • Doesn’t try to sell you something, but tries to provide value  Native advertising • Provides ad content in the context of the user’s experience • It’s the “You Might Also Like” or “Recommended for You” • Advertising that aims for interaction, engagement, sharing Native advertising is a tactic used to amplify your content
  • 2020 Do you recommend using your newsroom as a blog? Dan Wons, SVP Information Technology
  • 2121 Consider your goals  What is your content strategy?  Do you already have a blog?  Has your company said no to starting a blog?
  • 2222 Cision’s Social Newsroom  Customize to your branding  Share stories across all social channels  Upload, edit or delete content instantly  Post more than press releases  Easily integrate it with your company’s website
  • 2323 Would you recommend linking a client’s press release to their social media profiles? Or just their website? Valerie Lopez, VP Media Research
  • 2424 To link or not to link  How does your client communicate?  Who is the press release’s audience?  What is the call to action in the press release? Most of the time, it’ll help more than hurt
  • Social Media
  • 2626 Can you explain the Rule of Three’s again? Vanessa Bugasch, SVP, Global Marketing & Product Marketing
  • 2727 Rule of Three’s  The rule of three’s applies to sharing content on social media platforms. It goes like this: • 1/3 should be content to promote your brand • 1/3 should be curating and sharing content within your industry that would be useful and informative for your audience • 1/3 should be engaging and responding with the community]  Check out this blog post from Andy Crestodina of Orbit Media, which goes into some awesome detail 
  • 2828 What’s the difference between Facebook Groups and Facebook Pages, and how should I interact with my Facebook audience? Lisa Larranaga, Social Media Manager
  • 2929 FB Pages Vs. FB Groups  Page refers to the page set up by a brand, business or celebrity • Have fans • Public  Groups refer to specific forums set up for people with similar interests on certain topics • More intimate • Private
  • 3030 As a brand, there are some tricks to engage your audience on Facebook  Use pictures!!  Hashtags  Polls  Analyze your results for next time  But also make sure you have an audience on Facebook
  • 3131 What are some tools & techniques to keep content aligned with the vision of your brand and community? Michael Renderman, SVP Sales & Client Development
  • 3232 Tools:  Google Analytics  Facebook analytics  Bitly  Buffer  Cision Content Marketing Suite
  • 3333 Techniques:  Regular discussions and meetings with content team  Guest blogging and influencer relationships  Attend conferences and events to keep up on the latest industry trends  Interacting with your audience on social