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Maximizing The Value Of Your News: From Twitter to Google
 

Maximizing The Value Of Your News: From Twitter to Google

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Vocus Webinar on Maximizing the Value of Your News: From Twitter to Google. Overview of new methodologies and vehicles for public relations to open dialogues with journalists, customers, prospects, ...

Vocus Webinar on Maximizing the Value of Your News: From Twitter to Google. Overview of new methodologies and vehicles for public relations to open dialogues with journalists, customers, prospects, shareholders and the public.

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    Maximizing The Value Of Your News: From Twitter to Google Maximizing The Value Of Your News: From Twitter to Google Presentation Transcript

    • Welcome! The presentation will be starting shortly. Maximizing the Value of Your News: From Twitter to Google
    • Kye Strance Director, Product Development Vocus, Inc. Maximizing the Value of Your News: From Twitter to Google
    • Jenni Bowring-McDonough
      • Publicity Manager, Free Spirit Publishing
      • Close to a decade of PR experience that includes pitching local and national media such as USA Today , CNN , The Minneapolis Star-Tribune , and Fox News
      • Previously worked in two number-14-market newsrooms, KMSP and KSTP, as an assignment manager
    • Sandra Fathi
      • President and Founder, Affect Strategies
      • President, PRSA Technology Section
      • Chair, New Media & Technology Committee, PRSA NY
      • 15 years experience helping technology companies achieve their communications goals
      • Focus on helping clients turn emerging communications tools into practical, useful strategies with tangible ROI
      • Celebrated speaker and active contributor to PR industry publications
    • Sandra Fathi President, Affect Strategies
    • Where does news come from?
      • CEO & PR Dept don’t have a monopoly anymore
      • Anyone can create news for the company and distribute it in real-time
      • Anyone can report news on the company and have instant ‘credibility’ and reach
    • Old School: Rules of the Road
    • Old School: Who Owns the Relationship?
      • Public Relations
      • Company Talks to Media
      • Media Talks to Prospects
      • Marketing
      • Company Talks to Customers
      • Company Talks to Prospects
      Company ‘Owns’ Message Press Filters Message Company Owns Content Company Delivers Message
    • New School: No Rules, Many Roads
    • New School: Who Owns the Relationship?
      • No ‘Owner’
      • Just Participants
      • Multiple Mediums
      • Multiple Platforms
      • Multiple Messages
      • Multi-Directional
      • Customers Talk to Customers
      • Media Talk to Customers
      • Company Talks to Customers
      • Prospects Talk to Customers
      • Prospects Talk to Media
      • Employees Talk to Prospects
      • Employees Talk to Media
      • ……
    • How is News Consumed? Search Engines Mobile Devices Television Radio Online Publications Social Media Print Publications
    • Press Release: Academic Approach
      • Who, What, When, Where, Why & How
      • Inverted Pyramid
      Image Source: www.district196.org
    • Traditional Press Release
      • Contact Information
      • Headline
      • Subhead
      • Dateline
      • Lead Sentence/Paragraph
      • More Details
      • Quote
      • Boilerplate
      FOR IMMEDIATE RELEASE: Contact: Contact Person Company Name Telephone Number Fax Number Email Address Web site address Headline Here Subhead City, State, Date — Opening Paragraph (should contain: who, what, when, where, why). Body text – more detailed information about the announcement, why its important, why people should care, what value does it provide, how does this impact someone/something. Add more detail about the company or organization s involved in the announcement. Possible quote from customer, executive or industry expert. Contact information relevant to the announcement or resources for further information. About Company Company description(short paragraph with listing of website). # # #
    • Social Media Press Release NEW
    • Social Media Press Release
      • Contact Information
      • Headline
      • Subhead
      • Multimedia Elements 
      • Quick Facts 
      • Lead Paragraph
      • More Details
      • Quote
      • Boilerplate
      • Keywords 
      • Tags/Bookmarks 
      • FOR IMMEDIATE RELEASE:
      • Contact: Contact Person Company Name Telephone Number Fax Number Email Address Web site address
      • Headline Here
      • Subhead
      • Quick Fact 1
      • Quick Fact 2
      • Quick Fact 3
      • Multimedia Elements (link/download):
      • Logo
      • Photos
      • Videos
      • Slideshow
      • City, State, Date — Opening Paragraph (should contain: who, what, when, where, why).
      • Body text – more detailed information about the announcement, why its important, why people should care, what value does it provide, how does this impact someone/something.
      • Add more detail about the company or organization s involved in the announcement.
      • Possible quote from customer, executive or industry expert.
      • Contact information relevant to the announcement or resources for further information.
      • About Company Company description(short paragraph with listing of website).
      • Keywords: pick words for this release and insert them here
      • Add tags for bookmarking or widgets for social media
      • # # #
    • Search Engine Optimization (Not Just for Press Releases)
      • Understand how search engines work
        • Keywords (Density)
        • Links
        • Code
        • Relevance
        • Frequency
      • Press Releases
      • Podcasts
      • Social Network Profiles
      • Email Newsletters
      • Webpages
      • Webinars
      • Demos
      • PPT
      • Byline Articles
      • White Papers
      • …… ..
    • SEO Tips – From Lee Odden at TopRank
      • Start with the outcome in mind
      • Research your keywords
      • Optimize the release for keyword density
      • Create landing pages
      • Post to online newsrooms
      • Enable an RSS feed
      • Distribute via wire service
      • Measure Success
    • Old Measures vs. New Measures
      • Print Clips
      • TV Clips
      • Radio Clips
      • Online Clips
      • Print, TV, Radio, Online Clips
      • Web Traffic
      • Page Views/Impressions
      • Blog Activity
      • Links
      • SEO Rankings
      • Comments
      • Conversations
      • Registrations
      • Conversions ($$$)
    • PR 2.0 – No Press Release at All
      • Target the Audience
      • Chose an Outcome
      • Customize the Content
      • Identify the Vehicle
      • Open a Dialogue
      • Adapt the Conversation
    • Friend Me On Facebook Fan Me On Facebook
    • My Own Social Network
    • Twitter is for Lovers
    • Twitterverse 06/08/09 Affect Strategies
    • 10 Reasons to Tweet
        • Generate Awareness
        • Seek & Create Media Opportunities
        • Foster Customer Loyalty
        • Launch Viral Marketing Campaigns
        • Manage Reputations
        • Promote Products and Services
        • Network with Customers
        • Extend Event Participation
        • Monitor Trends & Breaking News
        • Recruiting
        • It’s Search Friendly!!!!!
    • Proof! Twitter Drives Traffic Google Analytics for TechAffect.com
      • 11% of Traffic Coming from Twitter
    • Googleverse
      • Google News
      • Google Search
      • Google Images
      • Google Docs
      • Google Blog Search
      • Google Book Search
    • YouTube is for Adults (& Businesses)
    • Individuals, Brands & Companies
    • Image Bank: Flickr
    • Creative Commons: John Mayer
    • Linking In to LinkedIn
      • Status
      • Polls
      • Questions
      • Groups
      • Discussion Boards
      • Applications
        • Slideshare
        • Blog Updates
    • Jenni Bowring-McDonough Publicity Manager, Free Spirit Publishing
    • • I have been with Free Spirit for nearly three years • We are a niche publisher Free Spirit has been Meeting Kids’ Social and Emotional Needs for 26 Years
      • Most of our authors are experts in
      • their fields
      • Tie our products and experts to news-of-the-day when possible
      • Also work within traditional publishing press
      • Publishers Weekly, School Library Journal
      • Reviewers like Kirkus, Booklist
      As a Publicist, I Promote our Books and Authors to the Media
      • Traditional paper press release
      • Important to send with review copies of books
      • Also when seeking testimonials
      Requires a Combination of Publicity Efforts
      • E-mail succinct version of press release
      • Embed links
      • PRWeb formats select releases for online presence
      • Links to Free Spirit, author bio, author Web sites
      Recent Efforts Include Internet and Social Media
      • To generate buzz
      • Sending “tweets” about forthcoming books
      • Respond to urgent media requests
      • Also tweeting about author news
      • My followers: interesting!
      • Be respectful: never know why someone chooses to follow you
      • My Twitter use is minimal: only tweet when I have news about my work
      Also on Twitter
    • Recent Campaign
      • Teen expert/author in Washington for Inauguration
      • Major outlets were looking for bloggers
      • Linked to PRWeb online release in my tweets
      • Some blogs did pick up: teen blog--Perfect!
      • Hope we stay front-of-mind for future stories
      • Building Free Spirit’s Facebook page
      • Link to authors’ Facebook pages
      • Book Trailers: like movie trailers
      • Vocus helping me create RSS feeds for to track Free Spirit coverage
      • Capturing blog mentions now: much of our target audience in bloggers
      Other Social Media Efforts
    • Contact Information
      • Sandra Fathi, [email_address]
      • Web: www.affectstrategies.com Blog: www.techaffect.com
      • Twitter: http:// www.twitter.com/sandrafathi
      • LinkedIn: http:// www.linkedin.com/in/sandrafathi
      • Jenni Bowring-McDonough, [email_address]
      • Twitter: http:// twitter.com/jbowring
      • LinkedIn: http://www.linkedin.com/pub/9/122/96
      • Moderator, Kye Strance, [email_address]
      • Post-Webinar Survey: http:// www.zoomerang.com/Survey/?p =WEB228UNWJ8WKS
    • About Vocus
      • A global software company specializing in on-demand software for public relations management
      • Successful, proven applications currently used by thousands of PR professionals
      • Recognized for excellence in products, growth, leadership
      “ Innovation of the Year”