Maximizing The Value Of Your News: From Twitter to Google

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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”

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Maximizing The Value Of Your News: From Twitter to Google

by Sandra Fathi

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