PR 2.0 (Optimizing for People)

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  • 1. SEARCHING
    FOR VALUE
  • 2. ABOUT ME
    VP of Planning and Innovation at Moxie Interactive, a full-service digital agency servicing clients such as Verizon Telecom, Verizon Wireless, Coca-Cola, The Home Depot, Loreal, Garnier, Puma and others.  Primary duties concern strategy and planning for wide scale communication and messaging tactics across digital media with a focus on conversational and participant marketing.  Awareness of digital best practices, technology, consumer and participant trends, social theory, and linguistic analysis provide background for driving agency innovation.
    jwegman@moxieinteractive.com
    Jon Wegman
  • 3. GOOGLEIS YOUR HOMEPAGE
    In addition to it having the most unique visitors and being the most frequented destination on the web, 65% of ALL searches are done on Google.
    6,986,580,000
    Per Month
    2,695
    Per second
    Source: U.S. August 2009 Nielsen MegaView Search
  • 4. SEARCH IS EASIER THAN REMEMBERING
    Marketers need to realize that “search” doesn’t just happen on the major search engines. It happens as consumers look for movies, books, locations, reviews, opinions and facts and across social networks, technology platforms, media and mobile devices. In fact, some say that the capability and speed of search technology has made it easier than taking the time to remember something.
  • 5. SEARCH IS EVOLVING
    Search solves for the most valuable commodity in today’s marketplace – TIME.
    New technologies and formulas for accuracy, prediction and relevancy are constantly being introduced and evolved.
    Rich Media Results
    Real Time Results
    Intuitive Results
  • 6. PR IS ADAPTING
    NOT Your Father’s Press Release
    Your Father’s Press Release
  • 7. SEARCH OPTIMIZATION
    Google search results for “vitamin water” include links to old articles, HowStuffWorks.com, YouTube videos, PR and news articles, social networking pages, user-generated content and reviews.
    Only one link is to a corporate Web site.
  • 8. NEWSROOM OPTIMIZATION
    Volvo has recently revamped their newsroom into one of the most robust and capable platforms for digital PR distribution. Tools include: Asset “Briefcase”, story generator, digital media kits, multimedia library, intuitive navigation and more…
  • 9. NEWSROOM OPTIMIZATION
    Target has created an easy to navigate and resource rich destination for consumers and journalists alike. Features include: Detailed search functionality, distilled content areas, result filters, multi-media library, deep links and more…
  • 10. PRESS RELEASE OPTIMIZATION
    Contacts
    Share
    Feedback
    Keywords
    Links / Relevancy
    Hyperlinks
    Links / Corporate
    Links / Recency
    Context
  • 11. PUBLIC RELATIONS OPTIMIZATION
    While I’m sure many have heard of the recent “United Airlines Breaks Guitars” PR nightmare, did you notice how Taylor guitars spun the situation into a PR dream?
    3rd Position on Google!
  • 12. Social Media as Public Relations
    Social Media as Operations
    Vs.
    Social Media as “Operations”
  • 13. PEOPLE OPTIMIZATION
    Its clear that Whole Foods has operationalized their approach to social media, PR and to “people” optimization. Individual stores and categories have dedicated personnel to break news, respond to questions and engage with the public…
    1,700,000
    81 Feeds
    153 Pages
  • 14. BEST PRACTICES
    Recency
    Responsiveness
    Relevancy
    • Provide open access to assets, resources, and content
    • 15. Cross-promote, link, and utilize social media properties to spread news
    • 16. Use automated opt-in feeds to deliver content to users on the fly
    • 17. Provide links across your organization for contact and escalation points
    • 18. Provide assets in mixed-media format in a simple and intuitive way
    • 19. Proactively make contact with journalists and influential consumers
    • 20. Allow users to choose in which format and category they want information
    • 21. Measure and track usage, assets, and solicit feedback