A Webvolution in on the Horizon - What's Next - PRSA Colorado Member Retreat 11-14-08 No Animation

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A Webvolution is on the Horizon - What's Comes Next - presentation by Michael Pranikoff, PR Newswire Director of Emerging Media at the PRSA Colorado Member Retreat on 11-14-08

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  • A Webvolution in on the Horizon - What's Next - PRSA Colorado Member Retreat 11-14-08 No Animation

    1. 1. Michael Pranikoff Director, Emerging Media [email_address] http://delicious.com/michaelpranikoff Twitter / @mpranikoff A Is On the Horizon
    2. 6. Web3.0
    3. 7. Weighing Emerging Media <ul><li>Emerging Media tools and technologies have real value ($) </li></ul><ul><li>Blogs </li></ul><ul><ul><ul><li>13 million active blogs – Technorati (BusinessWeek, 2/20/08) </li></ul></ul></ul><ul><ul><ul><li>900,000 Blog Posts on average in a 24hour period (Technorati State of the Blogosphere 2008) </li></ul></ul></ul><ul><ul><ul><li>Social networking </li></ul></ul></ul><ul><ul><ul><li>2005: News Corp acquires MySpace - $580 million </li></ul></ul></ul><ul><ul><ul><li>2007: Microsoft investment values Facebook - $15 billion </li></ul></ul></ul><ul><li>Video </li></ul><ul><ul><ul><li>July 2008: 11 billion videos viewed online – (comScore Video Metrix) </li></ul></ul></ul><ul><ul><ul><li>Aug. 2008: 6.5 million videos viewed on mobile devices ( comScore Video Metrix) </li></ul></ul></ul><ul><li>Search </li></ul><ul><li>Oct. 2008: 10.5 billion searches </li></ul><ul><li>at top 5 search engines (comScore) </li></ul><ul><li>Online advertising </li></ul><ul><ul><ul><li>2007: $775 million in online video ads </li></ul></ul></ul><ul><ul><ul><li>2011: $4.3 billion projected (eMarketer June 2007) </li></ul></ul></ul><ul><li>Mobile communications </li></ul><ul><ul><ul><li>2007: $83 million in mobile search advertising spending </li></ul></ul></ul><ul><ul><ul><li>2012: $3.7 billion projected </li></ul></ul></ul><ul><ul><ul><li>(eMarketer February 2008) </li></ul></ul></ul>
    4. 9. What is Search Engine Optimization? “ Search engine optimization is the process of increasing the amount of visitors to a website by achieving a high ranking in the search results of a search engine (i.e. Yahoo, Google, etc.). The higher a website ranks in a search, the better the chance that a website will be visited. Most Internet users will not click through multiple pages of search results, so a high ranking in a search is necessary to direct more traffic to your website.” Milena Sotirova, Editor of DevStart http://www.devstart.com/
    5. 11. Do you know what search terms your advertising or marketing department is buying?
    6. 12. How Do You Optimize a News Release? <ul><li>Front-End Optimization: Write better news releases using researched keywords, not jargon or technical terms. </li></ul><ul><li>Back-End Optimization: Work with an optimization partner that can establish a search-engine friendly environment for your news release. </li></ul>
    7. 13. Over 50% of searches performed use 2 or 3 words
    8. 14. Tools You Can Use for SEO <ul><li>www.google.com/trends </li></ul><ul><li>www.google.com/insights/search </li></ul><ul><li>www.freekeywords.wordtracker.com </li></ul><ul><li>Or WordTracker Mashed with Google Trends </li></ul><ul><li>www.freekeywords.wordtracker.com/gtrends </li></ul>
    9. 15. Front End Optimization <ul><li>Use well researched keywords or phrases that you know are being used in searches. </li></ul><ul><li>Use your keywords/ phrases in your Headline and Sub-headline (if you use one) </li></ul><ul><li>Keyword Density </li></ul><ul><li>Use links in your release....but not just to your homepage. </li></ul><ul><li>Multimedia Content – like photos and video add HUGE value to your release! </li></ul>
    10. 16. <ul><li>Keyword Density: The number of times a word or phrase appears in a block of text. Optimal keyword density is between 1.5% - 3.5%. Text with a keyword density greater than 4% will be identified by search engines as spam. </li></ul><ul><ul><ul><li>Optimal Keyword Density = </li></ul></ul></ul><ul><ul><ul><li>1.5% - 3.5% per 250 words </li></ul></ul></ul><ul><ul><ul><li>OR </li></ul></ul></ul><ul><ul><ul><li>3 – 4 times for a 400 word release </li></ul></ul></ul>
    11. 21. Copy and Paste Release Here Place keywords or phrases here to check for proper word density for search engine optimization of a release.
    12. 22. Social Media Optimization
    13. 23. Social Media Optimization <ul><li>Increase linkability </li></ul><ul><li>Make tagging and bookmarking easy </li></ul><ul><li>Reward Inbound Links </li></ul><ul><li>Help your content travel </li></ul><ul><li>Encourage the mashup </li></ul>
    14. 24. <ul><li>Participate </li></ul><ul><li>Know how to Target your audience </li></ul><ul><li>Be Real </li></ul><ul><li>Strategize and Execute with your Goals in mind </li></ul>Social Media Optimization
    15. 27. <ul><li>Video </li></ul><ul><ul><ul><li>July 2008: 11 billion videos viewed online – (comScore Video Metrix) </li></ul></ul></ul>
    16. 28. Online Video Distribution                      
    17. 29. Digital Asset Optimization
    18. 30. Digital Asset Optimization
    19. 31. Multimedia News Release (MNR)
    20. 32. Going Mobile?
    21. 35. Mobile Internet?
    22. 37. <ul><ul><ul><li>Mobile Video Views </li></ul></ul></ul><ul><ul><ul><li>Aug. 2008: 6.5 million videos viewed on mobile devices (comScore Video Metrix) </li></ul></ul></ul>
    23. 38. http://johnbell.typepad.com/weblog/images/2008/08/17/pr_brain2.jpg
    24. 39. Michael Pranikoff Director, Emerging Media [email_address] http://delicious.com/michaelpranikoff Twitter / @mpranikoff A Is On the Horizon

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