PR In A Web 2.0 World - BIOCOM 1-09

Michael Pranikoff Director, Emerging Media [email_address] http://www.delicious.com/michaelpranikoff Twitter / @mpranikoff

“ If you think what is driving demand — we think of it as four C's. It's Collaboration . It's Content . It's Converged Services — doing multiple things. And it's Community . The opportunity for those who get ahead and develop a set of services that are more personalized, customized, location-based and presence-based in this next generation is going to help define who can win.” -- Patricia Russo, Former CEO, Alcatel-Lucent

The Five C’s C ollaboration C ontent C onverged Services C ommunity C onversation The Five C’s

Source: Forrester Research / Business Week 6/11/2007

Cardiff School of Journalism, The Quality and Independence of British Journalism ; February 2008

Principles to Communicating Your Message Today

Make your content Accessible

Make your content Easy To View

Make your content Easy To Use

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/

How Do You Optimize a News Release?

Front-End Optimization: Write better news releases using researched keywords, not jargon or technical terms.

Back-End Optimization: Work with an optimization partner that can establish a search-engine friendly environment for your news release.

Over 50% of searches performed use 2 or 3 words

Tools You Can Use for SEO

www.google.com/insights/search

www.freekeywords.wordtracker.com

Or WordTracker Mashed with Google Trends

www.freekeywords.wordtracker.com/gtrends

Front End Optimization

Use well researched keywords or phrases that you know are being used in searches.

Use your keywords/ phrases in your Headline and Sub-headline (if you use one)

Keyword Density

Use links in your release....but not just to your homepage.

Multimedia Content – like photos and video add HUGE value to your release!

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.

Optimal Keyword Density =

1.5% - 3.5% per 250 words

OR

3 – 4 times for a 400 word release

Copy and Paste Release Here Place keywords or phrases here to check for proper word density for search engine optimization of a release.

Let’s Talk Technology Posted to http://cravingideas.blogs.com/backinskinnyjeans on 9/29/06

I talked to Technorati founder David Sifry to update the ‘05 blogging numbers. Back when we wrote the cover story, there were some 9 million blogs, with about 40 thousand new ones popping up each day. Now, says Sifry, Technorati indexes 112 million blogs, with 120 thousand new ones appearing each day. And that’s not including spam blogs. They were barely on the horizon in spring of ‘05, and now they account for—get this—well over 99% of all the pings and updates pouring into Technorati’s servers.

11% of the 112 million blogs have posted in the last 60 days....or an estimated 13 million active blogs in the last 60 days according to Sifry.

technorati.com/blogging/state-of-the-blogosphere/

Who Are The Global Bloggers? technorati.com/blogging/state-of-the-blogosphere/

Social Bookmarks and Tagging

So How Does This Relate to Me?

Find out how many people are linking to my site in Delicious

Find out how people are characterizing my company by words / tags

Social Networks

Social Networks Synovate 9/1/08 http://linksr.us/eUVWMO

Synovate 9/1/08 http://linksr.us/eUVWMO

Measurement / Web Analytic Tools

www.google.com/trends

www.alexa.com

www.quantcast.com

www.compete.com

Blog Specific Tools

www.blogpulse.com

www.technorati.com

www.icerocket.com

Online Video Distribution

Digital Asset Optimization

Multimedia News Release (MNR)

SALES PRODUCT The Long Tail

The Long Tail of Public Relations Press Release Conversation Release Goes Out Immediate Online Pickup Mainstream Media Pickup Blogs / Twitter / Online Pubs Weekly Trade Pubs Monthly Trades Search Share Blog Quarterly Pubs / Journals

The Long Tail of Public Relations Over Six Months Amount of Coverage Time From Origination

http://johnbell.typepad.com/weblog/images/2008/08/17/pr_brain2.jpg

Principles to Communicating Your Message Today