How to Supercharge Your PR Program with Social Media<br />June 2, 2011<br />
Intelligent PR<br />Image: http://www.flickr.com/photos/dd_ra/5627113280/<br />Designing and implementing a social media-o...
… and PR<br />Image:<br />Intersection Consulting via Flickr, CC<br />How to Supercharge Your PR Program with Social Media...
PR is (still) about relationships<br />Image: <br />tuchodi via Flickr, CC<br />How to Supercharge Your PR Program with So...
The framework<br />How to Supercharge Your PR Program with Social Media<br />www.marketwire.com/engage<br />
KPIs… what the @#*!<br />“… a measure of performance used to help an organization define and evaluate how successful it is...
Use the hub & spoke approach<br />Where do you want people to go? A website? A landing page?<br />Direct people from your ...
E.g.: The Blue Key campaign<br />www.thebluekey.org<br />Used with permission from USA for UNHCR<br />How to Supercharge Y...
This is what we need people to do: get a Blue Key for $5: 6k by June 20 (World Refugee Day)<br />So wherever USA for UNHCR...
From Facebook…<br />From Twitter…<br />Used with permission from USA for UNHCR<br />From the blog… and everywhere else<br ...
Bloggers aka Blue Key Champions<br />News release<br />Tracking links are key (no pun intended)<br />… as well as from Fac...
What to do…<br />Think about your content<br /><ul><li>Are you telling a story?
What do you want people to do?</li></ul>Begin with optimization<br /><ul><li>What will my audiences be searching for when ...
Engage your audiences, resulting in more pickup and coverage by key influencers
Generate trackable leads</li></ul>Create the package<br /><ul><li>Is there an opportunity to tell the story in formats oth...
Have I “connected” all of my assets through links?
Can I incorporate a measurable call to action?
Don’t forget to do the same with bloggers</li></ul>Measure<br /><ul><li>Determine the primary objective and tie your metri...
Google AdWords – a free service – gives us valuable information about what people are searching for.<br />Terms such as “O...
Incorporate keywords in news release text…<br />How to Supercharge Your PR Program with Social Media<br />www.marketwire.c...
In videos…<br />The Genomic Health video makes no reference to “breast cancer treatment” until the viewer has already foun...
Google and other search engines display recent and/or popular videos in the search results page – tagging your videos with...
In image captions…<br />One of Bosch Home Appliances’ target keywords for this release/image is “wall ovens”<br />How to S...
Even in image filenames…<br />We continue to see “wall oven” in the image file names (vs. a bunch of random info)<br />How...
The social media release facilitates sharing…<br />Keyword-rich headline includes “breast cancer treatment” <br />Embedded...
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How to Supercharge Your PR Program with Social Media

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