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HOW TO: Stand out online (#PRSMS 2010)
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  • 1. HOW TO: Stand out Online! Sarah
Evans,
Sevans
Strategy

  • 2. PRSMS Sevans Strategy © 2010
  • 3. Tweets per minute! PRSMS Sevans Strategy © 2010
  • 4. “1 in every 3 online Americans is a conversationalist, someone who updates their status on a social networking site such as Facebook or posts updates on Twitter at ! least once weekly.”! (Credit: Forrester) PRSMS Sevans Strategy © 2010
  • 5. February 10, 2010 @ 4:00 a.m.! PRSMS Sevans Strategy © 2010
  • 6. Twitter! (4:01 a.m.)! PRSMS Sevans Strategy © 2010
  • 7. Searched! (4:02 a.m.)! PRSMS Sevans Strategy © 2010
  • 8. Responded! (4:07 a.m.)! PRSMS Sevans Strategy © 2010
  • 9. Informed! (4:15 a.m.)! PRSMS Sevans Strategy © 2010
  • 10. Direct messaged (DM)! (4:25 a.m.)! PRSMS Sevans Strategy © 2010
  • 11. CNN iReport! (5:00 a.m.)! PRSMS Sevans Strategy © 2010
  • 12. Cell phone rings! (5:04 a.m.)! PRSMS Sevans Strategy © 2010
  • 13. Jen Preston (@nyt_jenpreston) ! social media editor, New York Times! PRSMS Sevans Strategy © 2010
  • 14. Directs people to MY feed! (5:10 a.m.)! PRSMS Sevans Strategy © 2010
  • 15. Article goes live! (5:15 a.m.)! PRSMS Sevans Strategy © 2010
  • 16. Front page, NYTimes.com! PRSMS Sevans Strategy © 2010
  • 17. Cell phone rings AGAIN! (6:15 a.m.)! PRSMS Sevans Strategy © 2010
  • 18. Katie Hawkins-Gear, ! associate producer, CNN iReport! PRSMS Sevans Strategy © 2010
  • 19. Directs people to MY iReport! (6:30 a.m.)! PRSMS Sevans Strategy © 2010
  • 20. Updated report with quote! (6:40 a.m.)! PRSMS Sevans Strategy © 2010
  • 21. Front page, CNN.com! (6:40-ish a.m.)! PRSMS Sevans Strategy © 2010
  • 22. Resulted in:! (as of 3:42 p.m. February 10) ! PRSMS Sevans Strategy © 2010
  • 23. Ultimate result?! 5 new (and viable) business inquires in 4 hours.! PRSMS Sevans Strategy © 2010
  • 24. This was my goal in action.! I
want
to
be
viewed
as
a
trusted
resource… especially
in
terms
of
ways
to
use
online
networks
 and
social
media
to
communicate.
 PRSMS Sevans Strategy © 2010
  • 25. So, what’s your goal?! PRSMS Sevans Strategy © 2010
  • 26. Know what you want to accomplish?! •  •  •  •  •  •  •  •  PRSMS Sevans Strategy © 2010
  • 27. How do you spend your time online?! *A recommendation, may change for you.! •  •  •  •  •  •  PRSMS Sevans Strategy © 2010
  • 28. 9 ways to stand out online ! PRSMS Sevans Strategy © 2010
  • 29. 1. Find an opportunity to showcase what you do best.! PRSMS Sevans Strategy © 2010
  • 30. 2. Hijack a conversation and offer an opportunity for ! others to share! PRSMS Sevans Strategy © 2010
  • 31. PRSMS Sevans Strategy © 2010
  • 32. How did this stand out?! •  Something shiny and new •  Itʼs not always about being the loudest •  Connected to Twitter •  Developed specifically for live chats •  Gave others a platform to use their voice •  Didnʼt get lost in the noise •  Connect with others PRSMS Sevans Strategy © 2010
  • 33. 3. Meet a need in an ! innovate way! PRSMS Sevans Strategy © 2010
  • 34. PRSMS Sevans Strategy © 2010
  • 35. What works with #journchat?! •  Identified a larger need •  Asked permission •  INNOVATIVE! •  Evolves •  One pitch •  Weʼre a community •  #journchat LIVE PRSMS Sevans Strategy © 2010
  • 36. What works with #journchat?! •  The first live twitter industry chat (sparked 100+ other industry chats) •  More than 110K #journchat tweets in 2009 •  More than 6,000 participants •  For the first six months, the chat was the number one trending topic on Twitter •  First live chat to land a year long partnership (Cision) •  LIVE Chat, 7 locations across U.S. and Canada, Chicago Tribune hosted •  Live show with CNN at SXSW 2010 PRSMS Sevans Strategy © 2010
  • 37. 4. Generate A LOT of ! quality content! PRSMS Sevans Strategy © 2010
  • 38. Think multi-media.! PRSMS Sevans Strategy © 2010
  • 39. 5. Do it for a good cause! PRSMS Sevans Strategy © 2010
  • 40. PRSMS Sevans Strategy © 2010
  • 41. PRSMS Sevans Strategy © 2010
  • 42. 6. Give freely, give often! PRSMS Sevans Strategy © 2010
  • 43. Share, acknowledge, give! •  •  •  •  PRSMS Sevans Strategy © 2010
  • 44. 7. Think like those you’re trying ! to reach.! PRSMS Sevans Strategy © 2010
  • 45. In the U.S. our relationship with news is: ! PRSMS Sevans Strategy © 2010
  • 46. 8. Get sourced…a lot! •  Sign up for Helpareporter.com •  Follow journalists online •  Identify story opportunities where you are the best source and pitch them •  Focus on: Media, bloggers and 
 online influencers •  BONUS: Use Pitchengine for your releases. ;) PRSMS Sevans Strategy © 2010
  • 47. 9. What else? ! PRSMS Sevans Strategy © 2010
  • 48. Questions?! Sarah Evans, Sevans Strategy sarah@sevansstrategy.com http://www.sevansstrategy.com
  • 49. Tools and Resources! •  Oneforty – A list of all third-party applications (http://oneforty.com) •  Bit.ly – URL shortener (http://bit.ly) •  Tweetdeck – Third-party application to manage Twitter accounts •  J.mp – A shorter version of bit.ly (they are one and the same…simply (http://tweetdeck.com) a shorter version of its predecessor) (http://j.mp) •  Search.Twitter.com – Twitter search (http://search.twitter.com) •  Google Reader – RSS aggregator (http://google.com/reader) •  Twellow – Identify people to follow based off of details in their Twitter •  Google Alerts – Aggregates online mentions ( bio (http://twellow.com) http://google.com/alerts) •  WeFollow – Identify people to follow based off of how they classify •  Addict-o-matic – Digital dashboard (http://addictomatic.com) themselves (http://wefollow.com) •  Blog Pulse – Supplement to Google Alerts to find mentions in blog •  Tweetphoto – Photo sharing service (http://tweetphoto.com) posts (http://blogpulse.com) •  WTHashtag – Top resource for tracking hashtag mentions ( •  Quarkbase – Overview of monthly web visits and other analytics http://wthashtag.com) (http://quarkbase.com) •  Twitalyzer – Most sophisticated Twitter analytics tool ( •  Board Tracker – Find brand mentions on online forums and http://twitalyzer.com) discussion boards (http://boardtracker.com) •  Listorious – Aggregator of Twitter lists (http://listorious.com) •  Pitchengine – Social media release platform (http://pitchengine.com) •  Flowtown – Import current email addresses, locate social networks •  HelpAReporter – Free media opportunity network ( (http://flowtown.com) http://helpareporter.com) •  Flavors.me – Aggregate online profiles in one place ( •  SocialMention – Analytics and sentiment (http://socialmention.com) http://flavors.me) •  Twellohood – Find people tweeting by location ( •  Help a Reporter Out – Media opportunities ( http://twellowhood.com) http://helpareporter.com) •  Mail Chimp – Email campaign platform (http://mailchimp.com) •  Pitchengine – Social media release and newsroom ( http://pitchengine.com) •  Knowem – Find where your name is available and secure it ( http://knowem.com) •  Alexa – Find details about your Web site and audience ( http://alexa.com) PRSMS Sevans Strategy © 2010