Maximizing the Value of Your News: From Twitter to Google Sandra Fathi President, Affect Strategies YOUR LOGO HERE
Sandra Fathi <ul><li>President and Founder, Affect Strategies </li></ul><ul><li>President, PRSA Technology Section </li></...
Where does news come from? <ul><li>CEO & PR Dept don’t have a monopoly anymore </li></ul><ul><li>Anyone can create news fo...
Old School: Rules of the Road
Old School: Who Owns the Relationship? <ul><li>Public Relations </li></ul><ul><li>Company Talks to Media </li></ul><ul><li...
New School: No Rules, Many Roads
New School: Who Owns the Relationship? <ul><li>No ‘Owner’ </li></ul><ul><li>Just Participants  </li></ul><ul><li>Multiple ...
How is News Consumed? Search Engines Mobile Devices Television Radio Online Publications Social Media Print Publications
Press Release: Academic Approach <ul><li>Who, What, When, Where, Why & How </li></ul><ul><li>Inverted Pyramid </li></ul>Im...
Traditional Press Release <ul><li>Contact Information </li></ul><ul><li>Headline </li></ul><ul><li>Subhead </li></ul><ul><...
Social Media  Press Release NEW
Social Media Press  Release <ul><li>Contact Information </li></ul><ul><li>Headline </li></ul><ul><li>Subhead </li></ul><ul...
Search Engine Optimization  (Not Just for Press Releases) <ul><li>Understand how search engines work </li></ul><ul><ul><li...
SEO Tips – From Lee Odden at TopRank <ul><li>Start with the outcome in mind </li></ul><ul><li>Research your keywords </li>...
Old Measures vs. New Measures <ul><li>Print Clips </li></ul><ul><li>TV Clips </li></ul><ul><li>Radio Clips </li></ul><ul><...
PR 2.0 – No Press Release at All <ul><li>Target the Audience </li></ul><ul><li>Chose an Outcome </li></ul><ul><li>Customiz...
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 <ul><ul><li>Generate Awareness </li></ul></ul><ul><ul><li>Seek & Create Media Opportunities </li></ul>...
Proof! Twitter Drives Traffic Google Analytics for TechAffect.com  <ul><li>11% of Traffic Coming from Twitter </li></ul>
Googleverse <ul><li>Google News </li></ul><ul><li>Google Search </li></ul><ul><li>Google Images </li></ul><ul><li>Google D...
YouTube is for Adults (& Businesses)
Image Bank: Flickr
Creative Commons: John Mayer
Linking In to LinkedIn <ul><li>Status </li></ul><ul><li>Polls </li></ul><ul><li>Questions </li></ul><ul><li>Groups </li></...
Contact Information Slides available on Slideshare.com/sfathi Email:  [email_address]   Web:  www.affectstrategies.com Blo...
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Maximizing the Value of Your News from Twitter to Google by Sandra Fathi

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Presented at the Vocus Users Conference June 4, 2009

(a video/audio file of the presentation will be available at a later date. check back.)

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

  1. 1. Maximizing the Value of Your News: From Twitter to Google Sandra Fathi President, Affect Strategies YOUR LOGO HERE
  2. 2. Sandra Fathi <ul><li>President and Founder, Affect Strategies </li></ul><ul><li>President, PRSA Technology Section </li></ul><ul><li>Chair, New Media & Technology Committee, PRSA NY </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Web: www.affectstrategies.com </li></ul><ul><li>Blog: www.techaffect.com </li></ul><ul><li>Twitter: www.twitter.com/sandrafathi </li></ul><ul><li>LinkedIn/Facebook: Sandra Fathi </li></ul>
  3. 3. Where does news come from? <ul><li>CEO & PR Dept don’t have a monopoly anymore </li></ul><ul><li>Anyone can create news for the company and distribute it in real-time </li></ul><ul><li>Anyone can report news on the company and have instant ‘credibility’ and reach </li></ul>
  4. 4. Old School: Rules of the Road
  5. 5. Old School: Who Owns the Relationship? <ul><li>Public Relations </li></ul><ul><li>Company Talks to Media </li></ul><ul><li>Media Talks to Prospects </li></ul><ul><li>Marketing </li></ul><ul><li>Company Talks to Customers </li></ul><ul><li>Company Talks to Prospects </li></ul>Company ‘Owns’ Message Press Filters Message Company Owns Content Company Delivers Message
  6. 6. New School: No Rules, Many Roads
  7. 7. New School: Who Owns the Relationship? <ul><li>No ‘Owner’ </li></ul><ul><li>Just Participants </li></ul><ul><li>Multiple Mediums </li></ul><ul><li>Multiple Platforms </li></ul><ul><li>Multiple Messages </li></ul><ul><li>Multi-Directional </li></ul><ul><li>Customers Talk to Customers </li></ul><ul><li>Media Talk to Customers </li></ul><ul><li>Company Talks to Customers </li></ul><ul><li>Prospects Talk to Customers </li></ul><ul><li>Prospects Talk to Media </li></ul><ul><li>Employees Talk to Prospects </li></ul><ul><li>Employees Talk to Media </li></ul><ul><li>…… </li></ul>
  8. 8. How is News Consumed? Search Engines Mobile Devices Television Radio Online Publications Social Media Print Publications
  9. 9. Press Release: Academic Approach <ul><li>Who, What, When, Where, Why & How </li></ul><ul><li>Inverted Pyramid </li></ul>Image Source: www.district196.org
  10. 10. Traditional Press Release <ul><li>Contact Information </li></ul><ul><li>Headline </li></ul><ul><li>Subhead </li></ul><ul><li>Dateline </li></ul><ul><li>Lead Sentence/Paragraph </li></ul><ul><li>More Details </li></ul><ul><li>Quote </li></ul><ul><li>Boilerplate </li></ul>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). # # #
  11. 11. Social Media Press Release NEW
  12. 12. Social Media Press Release <ul><li>Contact Information </li></ul><ul><li>Headline </li></ul><ul><li>Subhead </li></ul><ul><li>Multimedia Elements  </li></ul><ul><li>Quick Facts  </li></ul><ul><li>Lead Paragraph </li></ul><ul><li>More Details </li></ul><ul><li>Quote </li></ul><ul><li>Boilerplate </li></ul><ul><li>Keywords  </li></ul><ul><li>Tags/Bookmarks  </li></ul><ul><li>FOR IMMEDIATE RELEASE: </li></ul><ul><li>Contact: Contact Person Company Name Telephone Number Fax Number Email Address Web site address </li></ul><ul><li>Headline Here </li></ul><ul><li>Subhead </li></ul><ul><li>Quick Fact 1 </li></ul><ul><li>Quick Fact 2 </li></ul><ul><li>Quick Fact 3 </li></ul><ul><li>Multimedia Elements (link/download): </li></ul><ul><li>Logo </li></ul><ul><li>Photos </li></ul><ul><li>Videos </li></ul><ul><li>Slideshow </li></ul><ul><li>City, State, Date — Opening Paragraph (should contain: who, what, when, where, why). </li></ul><ul><li>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. </li></ul><ul><li>Add more detail about the company or organization s involved in the announcement. </li></ul><ul><li>Possible quote from customer, executive or industry expert. </li></ul><ul><li>Contact information relevant to the announcement or resources for further information. </li></ul><ul><li>About Company Company description(short paragraph with listing of website). </li></ul><ul><li>Keywords: pick words for this release and insert them here </li></ul><ul><li>Add tags for bookmarking or widgets for social media </li></ul><ul><li># # # </li></ul>
  13. 13. Search Engine Optimization (Not Just for Press Releases) <ul><li>Understand how search engines work </li></ul><ul><ul><li>Keywords (Density) </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Code </li></ul></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><li>Press Releases </li></ul><ul><li>Podcasts </li></ul><ul><li>Social Network Profiles </li></ul><ul><li>Email Newsletters </li></ul><ul><li>Webpages </li></ul><ul><li>Webinars </li></ul><ul><li>Demos </li></ul><ul><li>PPT </li></ul><ul><li>Byline Articles </li></ul><ul><li>White Papers </li></ul><ul><li>…… .. </li></ul>
  14. 14. SEO Tips – From Lee Odden at TopRank <ul><li>Start with the outcome in mind </li></ul><ul><li>Research your keywords </li></ul><ul><li>Optimize the release for keyword density </li></ul><ul><li>Create landing pages </li></ul><ul><li>Post to online newsrooms </li></ul><ul><li>Enable an RSS feed </li></ul><ul><li>Distribute via wire service </li></ul><ul><li>Measure Success </li></ul>
  15. 15. Old Measures vs. New Measures <ul><li>Print Clips </li></ul><ul><li>TV Clips </li></ul><ul><li>Radio Clips </li></ul><ul><li>Online Clips </li></ul><ul><li>Print, TV, Radio, Online Clips </li></ul><ul><li>Web Traffic </li></ul><ul><li>Page Views/Impressions </li></ul><ul><li>Blog Activity </li></ul><ul><li>Links </li></ul><ul><li>SEO Rankings </li></ul><ul><li>Comments </li></ul><ul><li>Conversations </li></ul><ul><li>Registrations </li></ul><ul><li>Conversions ($$$) </li></ul>
  16. 16. PR 2.0 – No Press Release at All <ul><li>Target the Audience </li></ul><ul><li>Chose an Outcome </li></ul><ul><li>Customize the Content </li></ul><ul><li>Identify the Vehicle </li></ul><ul><li>Open a Dialogue </li></ul><ul><li>Adapt the Conversation </li></ul>
  17. 17. Friend Me On Facebook Fan Me On Facebook
  18. 18. My Own Social Network
  19. 19. Twitter is for Lovers
  20. 20. Twitterverse 06/10/09 Affect Strategies
  21. 21. 10 Reasons to Tweet <ul><ul><li>Generate Awareness </li></ul></ul><ul><ul><li>Seek & Create Media Opportunities </li></ul></ul><ul><ul><li>Foster Customer Loyalty </li></ul></ul><ul><ul><li>Launch Viral Marketing Campaigns </li></ul></ul><ul><ul><li>Manage Reputations </li></ul></ul><ul><ul><li>Promote Products and Services </li></ul></ul><ul><ul><li>Network with Customers </li></ul></ul><ul><ul><li>Extend Event Participation </li></ul></ul><ul><ul><li>Monitor Trends & Breaking News </li></ul></ul><ul><ul><li>Recruiting </li></ul></ul><ul><ul><li>It’s Search Friendly!!!!! </li></ul></ul>
  22. 22. Proof! Twitter Drives Traffic Google Analytics for TechAffect.com <ul><li>11% of Traffic Coming from Twitter </li></ul>
  23. 23. Googleverse <ul><li>Google News </li></ul><ul><li>Google Search </li></ul><ul><li>Google Images </li></ul><ul><li>Google Docs </li></ul><ul><li>Google Blog Search </li></ul><ul><li>Google Book Search </li></ul>
  24. 24. YouTube is for Adults (& Businesses)
  25. 25. Image Bank: Flickr
  26. 26. Creative Commons: John Mayer
  27. 27. Linking In to LinkedIn <ul><li>Status </li></ul><ul><li>Polls </li></ul><ul><li>Questions </li></ul><ul><li>Groups </li></ul><ul><li>Discussion Boards </li></ul><ul><li>Applications </li></ul><ul><ul><li>Slideshare </li></ul></ul><ul><ul><li>Blog Updates </li></ul></ul>
  28. 28. 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
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