Maximizing the Value of Your News from Twitter to Google by Sandra Fathi

Maximizing the Value of Your News: From Twitter to Google Sandra Fathi President, Affect Strategies YOUR LOGO HERE

Sandra Fathi

President and Founder, Affect Strategies

President, PRSA Technology Section

Chair, New Media & Technology Committee, PRSA NY

Email: [email_address]

Web: www.affectstrategies.com

Blog: www.techaffect.com

Twitter: www.twitter.com/sandrafathi

LinkedIn/Facebook: Sandra Fathi

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 06/10/09 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)

Image Bank: Flickr

Creative Commons: John Mayer

Linking In to LinkedIn

Status

Polls

Questions

Groups

Discussion Boards

Applications

Slideshare

Blog Updates

Contact Information Slides available on Slideshare.com/sfathi Email: [email_address] Web: www.affectstrategies.com Blog: www.techaffect.com Twitter: www.twitter.com/sandrafathi LinkedIn/Facebook: Sandra Fathi