quot;Learn the Secrets of 
Optimized Press Releasesquot;
        Thursday, May 7, 2009

              Presenters:
  Doug H...
Agenda
•   Communicating in a Web 2.0 World
                   g
•   3 Types of Press Releases:  Traditional, Optimized, S...
Communicating in a Pre Web 2.0 World
Communicating in a Pre‐Web 2.0 World

                       Companies controlled the...
Communicating in a Web 2.0 World
Communicating in a Web 2.0 World


     What does             What kind of digital 
     ...
Communicating in a Web 2.0 World
  Communicating in a Web 2.0 World
                                     Conversation is m...
Pick Your Tools
               Pick Your Tools
•   Blogs – publish and/or reach out
•   Microblogging – presence (Twitter)...
Search Trends Among Consumers
 Search Trends Among Consumers
• 93% of Internet surfers look for company information 
  thr...
3 Types of Press Releases
      3 Types of Press Releases
1.   Traditional: for newspapers, radio, TV, 
     magazines ‐ t...
Traditional Press Releases
Traditional Press Releases


                      Text‐only news written
                     ...
Press Releases Online
    Press Releases Online

News Engines

Search Engines

Journalists/Bloggers

Buyers
Optimized (SEO) Press Releases
Optimized (SEO) Press Releases

                 Integrating key words, phrases
           ...
Optimized (SEO) Press Releases
Optimized (SEO) Press Releases

                    Integrating  embedded  
               ...
Detailed Steps
                    Detailed Steps
• There are 11 key steps to research, write, optimize and 
             ...
1. What Is The Release About?
      1. What Is The Release About?
• Get the data about the release. Look 
  it over for ob...
2. Find A News Item
2. Find A News Item

     • Find a news item or statistics that 
       can be used in the lead   
   ...
2. Find A News Item
2. Find A News Item
2. Find A News Item
2. Find A News Item
3. Key Word Research
              3. Key Word Research

• Do your Keyword Research based 
  on what you find.  
• Look fo...
4. Make A Search Term Grid
     4. Make A Search Term Grid
Create a grid of the search term, number of searches 
Create a ...
5. Write The Headline
             5. Write The Headline
• Use the keywords as close to the beginning of the headline as 
...
6. Write The First Paragraph
    6. Write The First Paragraph
                             • Use main keyword in the first...
7. Write The Body Of The Release
    7. Write The Body Of The Release
• Use your main keyword a few 
      y             y...
7. Write The Body Of The Release
7. Write The Body Of The Release

           • Check to see that you have not 
          ...
8. Post To Your Own Website
       8. Post To Your Own Website
• Put the release onto your 
  website in your Media Room 
...
9. Syndicate In RSS
9. Syndicate In RSS


      Syndicate your release with 
      an RSS (Really Simple 
         RSS (R ...
10. Distribute On Wire Service
      10. Distribute On Wire Service

• Distribute the release on a wire 
  service such as...
11. Track Results
11. Track Results
    • The wire service should give you 
      lots of stats about how well your 
     ...
11. Track Results
               11. Track Results
    Detailed Distribution and 
●
    Access tabs, showing who 
    A   ...
Potential Audience
              Potential Audience

                          Facebook                 Photobucket
    iT...
Social Media Press Releases
      Social Media Press Releases

•The Social Media Release is an adaptation of the tradition...
Social Media Press Releases
       Social Media Press Releases
  Audio Headline             Multimedia Elements
    Summar...
Social Media Press Releases
 Social Media Press Releases
  The Social Media Release format puts the power of 
distribution...
Top 5 Takeaways
                Top 5 Takeaways
1.   Optimized press releases allow you to communicate 
     DIRECTLY with...
Social Media Webinar Series
      Social Media Webinar Series

• 4‐part webinar series + 4 social media white papers
• Web...
Contact

             Doug Hay, CEO, Expansion Plus
             Doug Hay CEO Expansion Plus
                  dough@expan...
Resources

PR 2.0
http://www.marketwire.com/mkt/PR2.0/
http://www marketwire com/mkt/PR2 0/

Toolbar
http://www.press feed...
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Social Media And Press Release Optimization May09 Webinar Slides

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The art of optimizing press releases includes the use of relevant keywords and a new breed of press releases including social media of Web 2.0 press releases that can reach online influencers with diverse content including video, pictures and text. Presenters include Doug Hay President of Expansion Plus who introduced and demonstrated a new, innovative and complimentary tool bar designed by PRESSfeed for PR professionals to help in the press optimization process including the sites and tools you need. The guest presenter was Melinda Van Patter of Marketwire who explained the social media press release and its place in the world of Web 2.0. View the video on YouTube if you have questions about backlinks, the latest search engine tools and techniques, or just wonder if a social media press release is right for you.

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  • Social Media And Press Release Optimization May09 Webinar Slides

    1. 1. quot;Learn the Secrets of  Optimized Press Releasesquot; Thursday, May 7, 2009 Presenters: Doug Hay, Expansion Plus/PRESSfeed Melinda Van Patter, Marketwire
    2. 2. Agenda • Communicating in a Web 2.0 World g • 3 Types of Press Releases:  Traditional, Optimized, Social Media • The PRESSfeed Toolbar • Optimizing Your Release:  Detailed Steps • Social Media:  Potential Audience • Social Media Press Releases • Top 5 Takeaways • Type your questions and we will answer at the end Type your questions and we will answer at the end • Q&A
    3. 3. Communicating in a Pre Web 2.0 World Communicating in a Pre‐Web 2.0 World Companies controlled the message Companies controlled the message Media acted as gatekeeper M di td tk Conversation was “top‐down” and one way C ti “t d ”d Audiences waited for the story A di i df h
    4. 4. Communicating in a Web 2.0 World Communicating in a Web 2.0 World What does What kind of digital  g EVERYONE ELSE think? EVERYONE ELSE hi k? camera should I buy? Check out how What are you doing  COOL THIS IS! NOW?
    5. 5. Communicating in a Web 2.0 World Communicating in a Web 2.0 World Conversation is multi directional Conversation is multi‐directional Gatekeepers are gone Gtk Audience is actively participating Image courtesy of Brian Solis
    6. 6. Pick Your Tools Pick Your Tools • Blogs – publish and/or reach out • Microblogging – presence (Twitter) • Podcasts • Video • Articles  • Press Releases • Images • RSS Feeds • Social News Sites Social News Sites • Social Networks
    7. 7. Search Trends Among Consumers Search Trends Among Consumers • 93% of Internet surfers look for company information  through search through search • 80% use search to make purchases on the Web • Top search engine rankings can generate up to 900% more  traffic to a site, potentially increasing exposure up to 80%  Search Trends Among the Media h d h di • 98% of journalists go online every day • 76% of journalists search for sources/experts • 73% of journalists search for news releases Source:  MarketingSherpa
    8. 8. 3 Types of Press Releases 3 Types of Press Releases 1. Traditional: for newspapers, radio, TV,  magazines ‐ top down, rely on media to reach  target audience 2. Optimized: for online audiences & buyers – online press kit, unique web page, direct  communication, searchable communication searchable 3. Social Media Press Releases:  for media,  Social Media Press Releases: for media, bloggers, consumers – viral, word of mouth,  conversational
    9. 9. Traditional Press Releases Traditional Press Releases Text‐only news written almost exclusively for  ‘traditional’ media and other stakeholders
    10. 10. Press Releases Online Press Releases Online News Engines Search Engines Journalists/Bloggers Buyers
    11. 11. Optimized (SEO) Press Releases Optimized (SEO) Press Releases Integrating key words, phrases k dh and embedded links to  optimize “findability” and rank within search engines g Targets for SEO releases are consumers, not media REMEMBER!   You don’t need to be a  programmer to take advantage programmer to take advantage of SEO – the technology is SIMPLE!
    12. 12. Optimized (SEO) Press Releases Optimized (SEO) Press Releases Integrating  embedded   multimedia such as video and photos – ENGAGES readers and buyers TELLS A STORY
    13. 13. Detailed Steps Detailed Steps • There are 11 key steps to research, write, optimize and  yp , ,p distribute an online press release • Full toolbar: http://www.press‐feed.com/toolbar
    14. 14. 1. What Is The Release About? 1. What Is The Release About? • Get the data about the release. Look  it over for obvious keywords • E.g. ABC Company and the Green  Foundation plan to hold an event to  educate parents about the effects of  harmful chemicals found in ordinary  y household products on children. • The most obvious words of interest  will be harmful chemicals and  children
    15. 15. 2. Find A News Item 2. Find A News Item • Find a news item or statistics that  can be used in the lead    • Tool: Yahoo! News Google News Tool:  Yahoo! News, Google News  Timeline • E.g. A release about chemicals in  household products.  h h ld d • A news search reveals a book  written by a pediatrician and  written by a pediatrician and statistics about kids being  poisoned by household  chemicals.
    16. 16. 2. Find A News Item 2. Find A News Item
    17. 17. 2. Find A News Item 2. Find A News Item
    18. 18. 3. Key Word Research 3. Key Word Research • Do your Keyword Research based  on what you find.   • Look for words and phrases that Look for words and phrases that  people are searching for, so you  get the most traffic to your release  • Tools: Google Adwords Free  l ld d Keyword Research Tool or  Nichebot
    19. 19. 4. Make A Search Term Grid 4. Make A Search Term Grid Create a grid of the search term, number of searches  Create a grid of the search term, number of searches and competitive pages in Google.
    20. 20. 5. Write The Headline 5. Write The Headline • Use the keywords as close to the beginning of the headline as  possible.   bl • The headline should not be longer than 65 characters  ( (with spaces) p ) • Original headline: ABC Company and the Green Foundation  Educate Parents on the Effects of Chemicals on Children  93 c a ac e s 93 characters • Optimized headline: Toxic Household Chemicals Harmful to  Children 48 characters • S bh d ABC C Subhead:  ABC Company and the Green Foundation educate  dhG F di d parents on the effects of dangerous chemicals in everyday  household products
    21. 21. 6. Write The First Paragraph 6. Write The First Paragraph • Use main keyword in the first Use main keyword in the first  paragraph.   • Put a link to your website at the  end of the first paragraph, using  end of the first paragraph using the keyword or phrase as anchor  text for the link.  • Example:  …The study links  damaging the protective layer of  the skin to the formation of dry  y Photo credit: Ariel Soudak skin. (When you use keywords to  make the link it is called anchor  text)
    22. 22. 7. Write The Body Of The Release 7. Write The Body Of The Release • Use your main keyword a few  y y more times in the release and  once in the last paragraph.  • Link to your website at the end of  the release.   • E g Shielding lotion replaces the E.g.  Shielding lotion replaces the  protective layer of the skin and  dermatologists have found it  effective for the  treatment of dry,  itchy skin.
    23. 23. 7. Write The Body Of The Release 7. Write The Body Of The Release • Check to see that you have not  used the keywords more than  2% of the total word count.   2% of the total word count • E.g. If the release is 300 words   ‐ use the keyword or phrase a  y p maximum of 6 times ‐ in the  headline, the first paragraph,  the last paragraph and a couple  of times in the body.
    24. 24. 8. Post To Your Own Website 8. Post To Your Own Website • Put the release onto your  website in your Media Room  before you send it on the wire.  • Google will acknowledge the Google will acknowledge the  first site it appears on as the  owner of the content.  So you  want that to be your website.    want that to be your website • Use a tool or platform that  allows you to load the release  yourself so you are not  lf dependent on a webmaster or  the IT department.
    25. 25. 9. Syndicate In RSS 9. Syndicate In RSS Syndicate your release with  an RSS (Really Simple  RSS (R ll Si l Syndication) News feed.
    26. 26. 10. Distribute On Wire Service 10. Distribute On Wire Service • Distribute the release on a wire  service such as Marketwire   • There are Free Press Release  Services but these will not get  you into Yahoo! News, which is  you into Yahoo! News which is the largest news engine on the  web. 
    27. 27. 11. Track Results 11. Track Results • The wire service should give you  lots of stats about how well your  release does.   • Also check in Yahoo! News and Also check in Yahoo! News and  Google News to see where it  shows up for the keywords.  • If it is well optimized, on the day  it is released it should appear on  page one when you do a search  for your keywords in the news  f k di h engines. 
    28. 28. 11. Track Results 11. Track Results Detailed Distribution and  ● Access tabs, showing who  A bhi h received your release, and who  read it Web Clips tab highlights online  ● pick‐ups from leading news  destinations and search  engines (Yahoo!, Google, Lycos) For SEO releases, SEO tab  ● highlights top search engines and  hi hli ht t h i d popular search terms from the  release
    29. 29. Potential Audience Potential Audience Facebook Photobucket iTunes  50 Million Users 38 Million Users 70 Million Users Top Blog Sites YouTube Second Life S d Lif 24 Million Users 300+M videos viewed daily 13 Million Residents Flickr Twitter LinkedIn 1.5 Million Users ½ Million Users 35 Million Users 35 Million Users
    30. 30. Social Media Press Releases Social Media Press Releases •The Social Media Release is an adaptation of the traditional  •The Social Media Release is an adaptation of the traditional news release to make your message more engaging and  user‐friendly in this new media environment •If your goal is conversation and increased web presence,  then the Social Media Release is a key tool and a first step in  sparking the dialogue http://www.marketwire.com/press‐release/Reed'S‐Inc‐ NASDAQ‐REED‐984473.html
    31. 31. Social Media Press Releases Social Media Press Releases Audio Headline Multimedia Elements Summary y DIGG,Technorati, Search  Engine Stats Bulleted  News Facts LinkedIn/Facebook / (Social Networking) Multiple Quotes Trackback and Friendly  Permalink Social Bookmarking Social Bookmarking Links Corporate RSS Feed Resources Social Media Newsroom Intelligent Keyword I t lli t K d Navigation Moderated Comments Technorati Navigation Corporate Web Site
    32. 32. Social Media Press Releases Social Media Press Releases The Social Media Release format puts the power of  distribution and content repurposing into the hands of  the social media community via sharing and  bookmarking…it can become a viral PR mechanism.
    33. 33. Top 5 Takeaways Top 5 Takeaways 1. Optimized press releases allow you to communicate  DIRECTLY with audiences online ‐ there is no  gatekeeper 2. 2 Keywords are important  research, choose and use  Keywords are important – research choose and use them wisely 3. Add your press releases to your website in a RSS feed 4. Use a wire service for broader distribution 5. The technology behind optimization is EASY – all you  have to do is write great content have to do is write great content
    34. 34. Social Media Webinar Series Social Media Webinar Series • 4‐part webinar series + 4 social media white papers • Webinar #1:  Setting Baselines & Goals • Webinar #2:  Researching & Planning • Webinar #3:  Choosing Your Tactics • Webinar #4:  Measuring ROI • Vistit www.marketwire.com/SMStrategy to register Vistit www.marketwire.com/SMStrategy to register
    35. 35. Contact Doug Hay, CEO, Expansion Plus Doug Hay CEO Expansion Plus dough@expansionplus.com 626‐793‐4911 Melinda Van Patter, Client Relations Manager, Marketwire mvanpatter@marketwire.com 416‐941‐5828
    36. 36. Resources PR 2.0 http://www.marketwire.com/mkt/PR2.0/ http://www marketwire com/mkt/PR2 0/ Toolbar http://www.press feed.com/toolbar http://www.press-feed.com/toolbar

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