2

Using Pr ess Releases, SEO & Social Media to
Get Your Name Out T her e
Jessica Sullivan, Media & Public Relations, Vice...
In 2013, I…..
•

Supported a researchers stars program at UON which was part of an
integrated communications campaign www....
My biggest news story last year
Bushfire Drones
My biggest success in social media
Uni_Newcastle retweeted
the most at #DiGFestival

We shaped the agenda and
reached 413,720 people
Agenda
•

Introductions – what makes you unique and how will this help you lead
your business?

•

Workshop: do you agree/...
Statements
Media has a positive impact on your business
You need a big network to be successful on
social media
SEO is dea...
Debate over the press release
•

According to Wikipedia, "A press release, news release, media release,
press statement or...
Writing a media release
•
•
•
•
•
•
•
•
•
•
•
•

Start strong
Identify yourself
Write professionally
Answer the tough ques...
Write a media release
Making it pop
•Headlines - Make it pop, needs a grabber, bold, keywords
•The body – date and city, f...
Writing a media release
Mastering format
Cut it to length, no longer than a page.
FOR IMMEDIATE RELEASE (left hand side ma...
Tips
•
•
•
•
•
•
•
•
•
•
•
•
•

Always be upbeat and positive
Know your target audience
Research – other related examples ...
SEO & Reputation Management
•
•

•

•

Media releases – make them available on your website and optimised
– A different ve...
Social Media: Building your personal brand

Will help increase your

Visibility
Influence
Success

Slingshot UON 2014

Feb...
Be a good communicator
Listen
Discover
Understand
Make recommendations

Slingshot UON 2014

16

February 20, 2014
Remember:
Your company brand is your brand

www.newcastle.edu.au

February 20, 2014

17
You’re leveraging your
LinkedIn network

Friends

Past
colleagues

Business
Contacts

Alumni
Website

Facebook

LinkedIn

And managing a plethora of online properties

Blogs
Twitter

Google +
With so much at play what is the formula for
success?
It starts with your personal brand
Build your profile through

SOCIAL MEDIA
Social Media
Building your personal
brand requires nixing
your conventional
wisdom

5 unexpected ways to build

your perso...
Social Media
Building your personal
brand requires nixing
your conventional
wisdom

5 unexpected ways to build

your perso...
Social Media
Building your personal
brand requires nixing
your conventional
wisdom

5 unexpected ways to build

your perso...
Social Media
Building your personal
brand requires nixing
your conventional
wisdom

5 unexpected ways to build

your perso...
How to amplify your brand
8 reasons
to be on
LinkedIn

27

It shows up at the top of Google
searches

When someone googles you LinkedIn
ranks highly...
8 reasons
to be on
LinkedIn

28

You don’t know what you’re
missing out on

Someone is searching for your skills
right now...
Put your brand front and centre
Make yourself more easily found on LinkedIn search with a crisp,
punchy headline describin...
Tell your brand
story
Showcase your
career, highlighting
personal
and UON
accomplishments
or merits in the
Summary and
Exp...
Connect your Colleagues
Increase your company pages’ visibility on LinkedIn by
encouraging fellow employees to add their c...
Now you have a
foundation
Time to look at content
and build an audience
Establish goals and objectives
• Establish a rough idea of the topics on your radar that you
would like to engage others w...
Search: Scanning the online environment

Slingshot UON 2014

February 20, 2014
Twitter: Scanning the online environment

Slingshot UON 2014

February 20, 2014
LinkedIn: Scanning the online environment
36

February 20, 2014

Slingshot UON 2014| www.newcastle.edu.au
Type your topics into this search
bar on LinkedIn

Find and Join
LinkedIn Groups
Do a search and find the groups
that are ...
Move in
the right
circles:
use
LinkedIn’s
profiling data
to find people
with similar
interests

Slingshot UON 2014

Februa...
Slingshot UON 2014

February 20, 2014
Engage in content and post your own

Slingshot UON 2014

February 20, 2014
Slingshot UON 2014

February 20, 2014
Slingshot UON 2014

February 20, 2014
Sharing content from the source
• Look for these icons circled
• Make sure you are logged in to
Twitter and LinkedIn on th...
Now that you’re posting a
stream of quality content,
promote through the
network
Leverage your Colleagues
Prompt co-workers to share updates through their personal
networks, and drive increased exposure ...
Leverage other channels

Slingshot UON 2014

February 20, 2014
Connections and follower s

Develop an engaged audience
•Are they from my community?
•Do we belong to the same
group(s)?
•...
Tips on Twitter
Tweet Tips

• Always use a URL shortener
• 140 characters but ideally under 100 so people can
retweet
• # are used to affi...
LinkedIn and
Twitter share
icons
Sharing content
Did the source Tweet so you can Retweet
Shor tening URLs
Visit your Twitter account
Click on the composition icon
Paste the URL from Google Shortener: ‘Comment + URL + #topic’ (no...
Retweeting

When you follow a content source,
their content will appear in your
newsfeed. When you retweet you
are passing...
Tweet Tips
• It is good to have a mix of tweets, replies and retweets (4-11 rule helps you do this)
– See example interact...
Messaging
• Make sure you are contributing to conversations?
• Build relationships, reciprocate
• Engage and be engaged
• ...
Following Tips
•
•
•
•
•

Import your contact databases
Follow people your competitors are following
Follow those your fol...
Follower s
• Becoming someone’s follower accomplishes four goals:
– You are identifying accounts that will be relevant and...
T hank you
DISCUSSION & WORKSHOP

CRICOS Provider 00109J | www.newcastle.edu.au
Slingshot Accelerator Mentor presentation
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  • All of these definitions are technically accurate, but what's interesting about them is that the order reflected above, is indicative of how press releases have changed. From a communication medium directed at the news media, as Wikipedia notes, to another tool for content marketing. Some say media is dead and things like branded content and use-generated content are more important
  • BREAK
  • Open slideshare, open L’Oreal Flipboard,
  • The next best thing to being an influencer
  • The 4-1-1 RULE of Online Content Marketing - 1 self serving post to 1 Twitter retweet or 1 LinkedIn share and sharing of 4 external content pieces. Remember to write your own content too.
  • This is because not all followers or connections are reading your content all the time. Depending on how many people they are following there newsfeed is often very crowded. Only 15% of your audience will be checking their feed extensively (up to 7 times a day).
  • The media team does this for the University’s LinkedIn page. You could choose to often share content from UoN’s channels with a personal comment to your LinkedIn and Twitter.
  • Show how to post from the company page
  • Slingshot Accelerator Mentor presentation

    1. 1. 2 Using Pr ess Releases, SEO & Social Media to Get Your Name Out T her e Jessica Sullivan, Media & Public Relations, Vice-Chancellor’s Office Contact: – Jessica.sullivan@newcastle.edu.au – Twitter @sullivanje01LinkedIn – au.linkedin.com/pub/jessica-sullivan www.newcastle.edu.au February 20, 2014
    2. 2. In 2013, I….. • Supported a researchers stars program at UON which was part of an integrated communications campaign www.newcastle.edu.au/innovate – Developing core content on our researchers, using this to manage their online reputation (content marketing) – Manage their social media profiles – Monitoring conversations related to their areas of research to identify influencers and opportunities to publicize their research – Sparking national and global conversations – we have the expertise to do this, the channels, and we are developing the content February 20, 2014 Slingshot UON 2014| www.newcastle.edu.au 3
    3. 3. My biggest news story last year Bushfire Drones
    4. 4. My biggest success in social media
    5. 5. Uni_Newcastle retweeted the most at #DiGFestival We shaped the agenda and reached 413,720 people
    6. 6. Agenda • Introductions – what makes you unique and how will this help you lead your business? • Workshop: do you agree/disagree with these statements about media • The changing nature of media releases • Dealing with the media • Reputation management LUNCH • Building your personal and company brand using social media • Workshop: Setting your media goals and objectives February 20, 2014 Slingshot UON 2014| www.newcastle.edu.au 7
    7. 7. Statements Media has a positive impact on your business You need a big network to be successful on social media SEO is dead February 20, 2014 Slingshot UON 2014| www.newcastle.edu.au 8
    8. 8. Debate over the press release • According to Wikipedia, "A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy.“ • Bill Stoller, @PublicityGuru on Twitter, gives us a simplified definition on his site, the Publicity Insider, "A press release is pseudo-news story, written in third person, that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product.“ • PR News, in a blog post for small business, breaks it down further by writing, "A press release is really just another term for (hopefully intriguing) content, and as a small business communicator, it's your job to make every word count." February 20, 2014 Slingshot UON 2014 | www.newcastle.edu.au 9
    9. 9. Writing a media release • • • • • • • • • • • • Start strong Identify yourself Write professionally Answer the tough questions – why would anyone care? Pick an angle – good news hook Use Anchor Text and Features Illustrate the Solution Don't Be Afraid to Toot Your Own Horn Don’t Give Away All the Secrets Stick to the Facts Use Active Voice Economize Your Words and NO JARGON February 20, 2014 Slingshot UON 2014 | www.newcastle.edu.au 10
    10. 10. Write a media release Making it pop •Headlines - Make it pop, needs a grabber, bold, keywords •The body – date and city, first sentence tells what is happening, the next expand on the lead, don’t use long sentences, strive for simplicity, stick to facts •The 5 Ws (and the H clearly) – Who, what, when, where, why and HOW •Clean, crisp and applicable to your audience and send in the AM •Tie it together February 20, 2014 Slingshot UON 2014 | www.newcastle.edu.au 11
    11. 11. Writing a media release Mastering format Cut it to length, no longer than a page. FOR IMMEDIATE RELEASE (left hand side margin) OR If EMBARGOES UNTIL….with the date Headline in bold, centre First paragraph – most important information, starts with a date and where news is coming from Second and third – secondary information, facts and quotes Boilerplate information – who are you? Achievements and mission Contact information Multimedia Online copy of release February 20, 2014 Slingshot UON 2014 | www.newcastle.edu.au 12
    12. 12. Tips • • • • • • • • • • • • • Always be upbeat and positive Know your target audience Research – other related examples and know your keywords Include a ‘call to action’ Write the headline last Target specific markets Must be recent news, not too old or distant No jargon or specialised technical words Send via email then use formatting sparingly Make sure the company name is highly visible Use headline as subject in email Follow up with a call Remember editorial teams are overworked February 20, 2014 Slingshot UON 2014 | www.newcastle.edu.au 13
    13. 13. SEO & Reputation Management • • • • Media releases – make them available on your website and optimised – A different version for email is okay Research your keywords – Scan the online environment – use Twitter, LinkedIn, Google • Know which hashtags to use • What is topical? Use a hook • Research LinkedIn articles • Analyse what the competition looks like Regularly scan the online environment – Know what is topical, build your connections with influencers and join or start conversations (like, comment and post other people’s content and your own) Manage your online reputation – free and paid tools/processes February 20, 2014 Slingshot UON 2014 | www.newcastle.edu.au 14
    14. 14. Social Media: Building your personal brand Will help increase your Visibility Influence Success Slingshot UON 2014 February 20, 2014 15
    15. 15. Be a good communicator Listen Discover Understand Make recommendations Slingshot UON 2014 16 February 20, 2014
    16. 16. Remember: Your company brand is your brand www.newcastle.edu.au February 20, 2014 17
    17. 17. You’re leveraging your LinkedIn network Friends Past colleagues Business Contacts Alumni
    18. 18. Website Facebook LinkedIn And managing a plethora of online properties Blogs Twitter Google +
    19. 19. With so much at play what is the formula for success?
    20. 20. It starts with your personal brand Build your profile through SOCIAL MEDIA
    21. 21. Social Media Building your personal brand requires nixing your conventional wisdom 5 unexpected ways to build your personal b 22 1) Be lazy • In the context of re-purposing, reusing, referencing and therefore reinforcing your existing content. 1) Repel people • You can’t be all things to all people. Brandmasters have a point of view, own it, share it. Don’t be disagreeable but take a position you really believe in and express it openly. Slingshot UON 2014 February 20, 2014
    22. 22. Social Media Building your personal brand requires nixing your conventional wisdom 5 unexpected ways to build your personal b 23 4) Resist change • Strong brands are known for something – not a 100 things and they deliver it with everything they do over long periods of time. • This doesn’t mean being stagnant. If your research is about physical activity or nutrition, inject that into everything you do. From your meetings to conferences and not just sometimes all the time. Slingshot UON 2014 February 20, 2014
    23. 23. Social Media Building your personal brand requires nixing your conventional wisdom 5 unexpected ways to build your personal b 24 5) Flaunt your quirks • It’s the things that make us different – sometimes things we don’t like about ourselves that makes us get noticed and endearing to others. Sit back and emphasise your natural quirks Slingshot UON 2014 February 20, 2014
    24. 24. Social Media Building your personal brand requires nixing your conventional wisdom 5 unexpected ways to build your personal b 25 5) Be promiscuous • Dictionary meaning: characterized by or involving indiscriminate mingling or association. • When it comes to online networking being promiscuous is a good thing • You don’t know who might be looking for you, but you need to make it easy for them to find you. • The LinkedIn search algorithm favours networks of connected people, groups and profiles with the same keywords. Slingshot UON 2014 February 20, 2014
    25. 25. How to amplify your brand
    26. 26. 8 reasons to be on LinkedIn 27 It shows up at the top of Google searches When someone googles you LinkedIn ranks highly. People are researching you Control what people discover about you. All kinds of people – you know and don’t know. It’s packed with resources Slingshot UON 2014 250 million users and a great personal branding platform Increase visibility and credibility with members in your networks. Add video, and mages to your summary and experiences with a three dimensional view of your brand. Helps expand your success offering connections and expertise. Want to source talent? Need to open doors with partners? Cant solve a problem within your network? February 20, 2014
    27. 27. 8 reasons to be on LinkedIn 28 You don’t know what you’re missing out on Someone is searching for your skills right now. You need to be highly visible. Create a complete profile, with all the right keywords related to your thought leadership. You’ll stay current You’ll automatically remain connected Staying on the radar of everyone is a challenge. Status updates instantly let everyone know what’s new in your world. It’s an efficient way to manage your network Slingshot UON 2014 Following thought leaders and companies helps you stay on top of what’s happening in your industry. While allowing you to share information. Your contacts details will get updated automatically February 20, 2014
    28. 28. Put your brand front and centre Make yourself more easily found on LinkedIn search with a crisp, punchy headline describing what you do and where you work Research what your keywords are online Slingshot UON 2014 February 20, 2014
    29. 29. Tell your brand story Showcase your career, highlighting personal and UON accomplishments or merits in the Summary and Experience sections. You can use YouTube videos, Flipboard, images, SlideShare. Slingshot UON 2014 February 20, 2014
    30. 30. Connect your Colleagues Increase your company pages’ visibility on LinkedIn by encouraging fellow employees to add their current position Slingshot UON 2014 February 20, 2014
    31. 31. Now you have a foundation Time to look at content and build an audience
    32. 32. Establish goals and objectives • Establish a rough idea of the topics on your radar that you would like to engage others with on social media • Regularly scan the online environment (Twitter, Google, LinkedIn) for conversations you can join and be part of the information flow in social media. • Discover what your perspective is on these topics • Establish thought leadership on topics associated with your area of expertise Slingshot UON 2014 February 20, 2014
    33. 33. Search: Scanning the online environment Slingshot UON 2014 February 20, 2014
    34. 34. Twitter: Scanning the online environment Slingshot UON 2014 February 20, 2014
    35. 35. LinkedIn: Scanning the online environment 36 February 20, 2014 Slingshot UON 2014| www.newcastle.edu.au
    36. 36. Type your topics into this search bar on LinkedIn Find and Join LinkedIn Groups Do a search and find the groups that are talking about the things that matter to you and the University. Join those groups and contribute. Slingshot UON 2014 February 20, 2014
    37. 37. Move in the right circles: use LinkedIn’s profiling data to find people with similar interests Slingshot UON 2014 February 20, 2014
    38. 38. Slingshot UON 2014 February 20, 2014
    39. 39. Engage in content and post your own Slingshot UON 2014 February 20, 2014
    40. 40. Slingshot UON 2014 February 20, 2014
    41. 41. Slingshot UON 2014 February 20, 2014
    42. 42. Sharing content from the source • Look for these icons circled • Make sure you are logged in to Twitter and LinkedIn on the device you are using (PC or Mobile) LinkedIn and Twitter share icons Slingshot UON 2014 February 20, 2014
    43. 43. Now that you’re posting a stream of quality content, promote through the network
    44. 44. Leverage your Colleagues Prompt co-workers to share updates through their personal networks, and drive increased exposure and engagement Slingshot UON 2014 February 20, 2014
    45. 45. Leverage other channels Slingshot UON 2014 February 20, 2014
    46. 46. Connections and follower s Develop an engaged audience •Are they from my community? •Do we belong to the same group(s)? •Are they connected to someone I know? •Do we or have we worked in the same industry? •Do we share common hobbies, interests or causes? •Have they read or spread my content? •Have they included a personal note with the invitation?
    47. 47. Tips on Twitter
    48. 48. Tweet Tips • Always use a URL shortener • 140 characters but ideally under 100 so people can retweet • # are used to affiliate a tweet with a topic. Use # to try and promote a viral following for a specific topic • Engage followers and influencers by including @mention in your tweets that resonate with the influencer. Tweet + link + @mention + #topic
    49. 49. LinkedIn and Twitter share icons
    50. 50. Sharing content
    51. 51. Did the source Tweet so you can Retweet
    52. 52. Shor tening URLs
    53. 53. Visit your Twitter account Click on the composition icon Paste the URL from Google Shortener: ‘Comment + URL + #topic’ (no tag chosen here) Fifth: click Tweet
    54. 54. Retweeting When you follow a content source, their content will appear in your newsfeed. When you retweet you are passing this content onto your followers
    55. 55. Tweet Tips • It is good to have a mix of tweets, replies and retweets (4-11 rule helps you do this) – See example interactions and mentions in the twitter.com/Uni_Newcastle • Create a contest which asks followers to contribute – Popular Twitter chat examples - Blogging @MackCollier Sundays 9pm #blogchat and Trending business topics @samfiorella Wednesday 8pm • Learn who your influencers are and engage with them (retweet or share their content). • Reach out to top sharers and be their guest blogger. The more you engage with your top influencers, the more they will continue to promote your content.
    56. 56. Messaging • Make sure you are contributing to conversations? • Build relationships, reciprocate • Engage and be engaged • Be part of the flow of information • Don’t be repetitive • Know what your influencers are tweeting about and respond accordingly • Create VALUE, retweet material to be helpful to your network, but write your own material too • Tweets can be a mixture of educational and entertaining and soft/hard promotion
    57. 57. Following Tips • • • • • Import your contact databases Follow people your competitors are following Follow those your followers are following Search for experts in the field tweeting Establish a set of subjects you might be tweeting about and key terms used online – Scan Twitter or Google to find out the key terms being used use these as #topics • • • • Spend some time trying out different searches and # that are relevant. When you find the people contributing most to the conversation, follow them. Find people talking about your company, industry or subjects you are interested in Try and follow back those following you Read the tweets of those following you and search for keywords relevant to you
    58. 58. Follower s • Becoming someone’s follower accomplishes four goals: – You are identifying accounts that will be relevant and interesting to you, the Uni and the sector – You let people know you are on Twitter, and encourage them to follow you back – You associate yourself with a specific group of industry experts and thought leaders, demonstrate your interest in the space – You are getting to know influencers and they are getting to know you • Easier than starting a conversation at a cocktail party but remember the relationship can be paper thin. – Don’t clutter your newsfeed if you don’t like someone’s content unfollow them
    59. 59. T hank you DISCUSSION & WORKSHOP CRICOS Provider 00109J | www.newcastle.edu.au

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