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Lyit online pr (low res) w#3

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Course notes from Certificate in Online Marketing 2010 programme run by Donegal County Enterprise Board

Course notes from Certificate in Online Marketing 2010 programme run by Donegal County Enterprise Board

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    Lyit online pr (low res) w#3 Lyit online pr (low res) w#3 Presentation Transcript

    • DMI Online PR Background ONLINE PR Online Reputation Management & REPUTATION Social Media & PR MANAGEMENT Practical Tips to Create A Successful Online PR Campaign by Niall McKeown © 2010 Ion Online Marketing Background DIGITAL voice footprint shadow
    • DIGITAL DIGITAL voice voice footprint footprint shadow shadow DIGITAL voice footprint shadow
    • Getting Attention Paying Attention
    • Not top down Your Challenge is Story Telling It’s bottom up Online Reputation Management
    • selling
    • overcoming objections Not All Websites Are The Same 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 Practical Online PR
    • Generic Search Hotel Name Brand Title Ref & Direct 4% 18% 14% 63%
    • Consolidated reporting Viral Marketing Offline Campaigns pushing to online Online Brand Management Online display advertising Video/YouTube Channels Blogging Web Site and Search Engine Optimisation (SEO) Permission Marketing Affiliate Marketing Pay Per Click Advertising (PPC) Online PR Webinars Email Marketing Mobile Marketing Social Media Podcasting 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 low cheap 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 Monitoring Publishing Engagement
    • www.google.com/alerts blogsearch.google.com RSS
    • www.radian6.com
    • Publishing 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 Engagement Peer Review Destination Goal Page Publication Website
    • Engagement Peer Review Engagement Peer Review Publications Social Media Forums Blogs Call-To-Action (offline engagement) Information Silos of Social Media www.weddingsonline.ie forum
    • Thought Leadership Blogging Practical 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
    • ONLINE PR & REPUTATION MANAGEMENT by Niall McKeown © 2010 Ion Online Marketing