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How to Supercharge Your PR Program with Social Media

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  • 1. How to Supercharge Your PR Program with Social Media
    June 2, 2011
  • 2. Intelligent PR
    Image: http://www.flickr.com/photos/dd_ra/5627113280/
    Designing and implementing a social media-optimized PR program
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 3. … and PR
    Image:
    Intersection Consulting via Flickr, CC
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 4. PR is (still) about relationships
    Image:
    tuchodi via Flickr, CC
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 5. The framework
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 6. KPIs… what the @#*!
    “… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”
    ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 7. Use the hub & spoke approach
    Where do you want people to go? A website? A landing page?
    Direct people from your social outposts to your hub
    Image: stacyjclinton via Flickr, CC
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 8. E.g.: The Blue Key campaign
    www.thebluekey.org
    Used with permission from USA for UNHCR
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 9. This is what we need people to do: get a Blue Key for $5: 6k by June 20 (World Refugee Day)
    So wherever USA for UNHCR’s social outposts are, we try to redirect back to the Blue Key site & “get a key” page
    Used with permission from USA for UNHCR
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 10. From Facebook…
    From Twitter…
    Used with permission from USA for UNHCR
    From the blog… and everywhere else
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 11. Bloggers aka Blue Key Champions
    News release
    Tracking links are key (no pun intended)
    … as well as from Facebook, Twitter, email newsletters, blog, etc…
    Used with permission from USA for UNHCR
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 12. What to do…
    Think about your content
    • Are you telling a story?
    • 13. What do you want people to do?
    Begin with optimization
    • What will my audiences be searching for when I want them to find my content?
    Create news releases that…
    • Are more visible
    • 14. Engage your audiences, resulting in more pickup and coverage by key influencers
    • 15. Generate trackable leads
    Create the package
    • Is there an opportunity to tell the story in formats other than text?
    • 16. Have I “connected” all of my assets through links?
    • 17. Can I incorporate a measurable call to action?
    • 18. Don’t forget to do the same with bloggers
    Measure
    • Determine the primary objective and tie your metrics back to it
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 19. Google AdWords – a free service – gives us valuable information about what people are searching for.
    Terms such as “Osteoarthritis Treatment” command consistent search traffic on Google. The best target keyword phrases are 2-3 words – avoid one-word links
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 20. Incorporate keywords in news release text…
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 21. In videos…
    The Genomic Health video makes no reference to “breast cancer treatment” until the viewer has already found it and begins to play the video. Ideally, the title and description reference “breast cancer treatment” and include anchor text links to other resources.
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 22. Google and other search engines display recent and/or popular videos in the search results page – tagging your videos with popular and relevant search terms increases the chances they’ll be found.
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 23. In image captions…
    One of Bosch Home Appliances’ target keywords for this release/image is “wall ovens”
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 24. Even in image filenames…
    We continue to see “wall oven” in the image file names (vs. a bunch of random info)
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 25. The social media release facilitates sharing…
    Keyword-rich headline includes “breast cancer treatment”
    Embedded Video
    References to “follow the campaign” on Twitter and Facebook
    Anchor text links to supporting resources
    TIP: Also include a list of “supporting resources” with full “http://www” links. This will ensure that every website and editorial system gets your links (many still do not support anchor text)
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 26. Campaign Landing Page
    Link all media assets and online resources. No content related to the campaign should ever be more than a click away.
    Your Website
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 27. Include a call to action in your news release
    Hyperlink it to a landing page
    Embed a hyperlink that links to a landing page on your website
    Include a call to action
    Create a URL (tracking token) unique to this press release: http://info.marketwire.com/EngageeBookHome.html
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 28. Create an optimized landing page
    Keep it simple
    Align specific content around relevant, narrowly focused keywords
    Include multiple calls to action
    If you include a form, keep it above the “fold”
    How to Supercharge Your PR Program with Social Media
    www.marketwire.com/engage
  • 29. Track & refine
    Watch your website/blog trends via analytics
    If you have a custom landing page, how is that doing?
    Are people doing what you want them to?
    What trends do you see? Strategy isn’t meant to be set in stone.
    Questions? Or if you’d like to contact me:
    info@shonaliburke.com ; @shonali; www.WaxingUnLyrical.com
    Join us on July 28: Creating Content and Conversations
    www.marketwire.com/engage
  • 30. Request Your Personal Review!
    www.HubSpot.com/IMA
  • 31. Marketing
    June 6, 2011