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

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

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

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

Public Relations

Company Talks to Media

Media Talks to Prospects

Marketing

Company Talks to Customers

Company Talks to Prospects

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 ……

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

Who, What, When, Where, Why & How

Inverted Pyramid

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). # # #

Contact Information

Headline

Subhead

Dateline

Lead Sentence/Paragraph

More Details

Quote

Boilerplate

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 # # #

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 …… ..

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

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 ($$$)

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

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!!!!!

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

11% of Traffic Coming from Twitter

Googleverse Google News Google Search Google Images Google Docs Google Blog Search Google Book Search

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

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

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

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

Traditional paper press release Important to send with review copies of books Also when seeking testimonials Requires a Combination of Publicity Efforts

Traditional paper press release

Important to send with review copies of books

Also when seeking testimonials

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

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

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

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

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

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

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

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

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”

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