How to Supercharge Your PR Program with Social Media
 

How to Supercharge Your PR Program with Social Media

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    How to Supercharge Your PR Program with Social Media How to Supercharge Your PR Program with Social Media Presentation Transcript

    • How to Supercharge Your PR Program with Social Media
      June 2, 2011
    • 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
    • … and PR
      Image:
      Intersection Consulting via Flickr, CC
      How to Supercharge Your PR Program with Social Media
      www.marketwire.com/engage
    • PR is (still) about relationships
      Image:
      tuchodi via Flickr, CC
      How to Supercharge Your PR Program with Social Media
      www.marketwire.com/engage
    • The framework
      How to Supercharge Your PR Program with Social Media
      www.marketwire.com/engage
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • What to do…
      Think about your content
      • Are you telling a story?
      • 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
      • Engage your audiences, resulting in more pickup and coverage by key influencers
      • Generate trackable leads
      Create the package
      • Is there an opportunity to tell the story in formats other than text?
      • 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
      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
    • 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
    • Incorporate keywords in news release text…
      How to Supercharge Your PR Program with Social Media
      www.marketwire.com/engage
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Request Your Personal Review!
      www.HubSpot.com/IMA
    • Marketing
      June 6, 2011