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Digital press releases
 

Digital press releases

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A brief guide to Digital Press Releases including an overview on ORM (Online Reputation Management).

A brief guide to Digital Press Releases including an overview on ORM (Online Reputation Management).

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  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com
  • I found the pics on another small blog:Linked to it and found more photos2 days later was picked up by 2 major blogs, crashed my server, over 15,000 in 2 mins, called Kulula’s marketing director/ Nadine damen and King james staff who put together a badge and some copy quick so I could advertise it in my site.Would guess at a minimum they got 4 million unique content viewers in totalImportant for agencies to know the bloggers and to monitor brands online using auto search tools like google alerts etc etc
  • Audi MVP, started by me as wanted to drive the new cars and love audi, and luckily had an in with the main dealer.Take 8 people-4cars, drive to stunning locations around the cape, roads that are a pleasure to drive. Have snack, swap cars/ lucky draw/ drive back to Audi for a huge lunch/drinks (always on Friday)Invite only, selected by me, digital influencers invited, no big corp marketing speil just people and cars, dealer head is around to ask questionsAsked if they have time to blog-tweet-facebook- take pics etc the eventOnce a member they can be invited to track days and get a better deal on a new/used audi too.In first 2 events sold 4 cars, great e
  • Started a blog to be linked back to with latest audi news and aggregating all the articles written about the MVP daysStarted Twitter feed for the days (got in trouble with Audi Germany after releasing detials early- First car brand to release detials of a new car first on twitter
  • Me blah blahblahWrite a daily marketing related post, normally a campaign that I like the most that dayNo advertising on the siteSome free products in return for postsRun the sa blog awards27 dinnerSocial media press releases ?Rory Sutherland, Dave birss digital creative head labs in london.com

Digital press releases Digital press releases Presentation Transcript

  • Social Media Press Releases etc etc...
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • Digital press releases
    SEO optimisation of PR
    ORM (Online Reputation management)
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • Traditional Press releases
    • Pre written, copy and paste.
    • Lacking multimedia content
    • Long
    www.chrisrawlinson.comBlogger, Pilot, English chap etc etc
  • Digital Press release
    • Multimedia rich
    • Short
    • World reach
    • Interactive
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • Digital Press release site
    www.nokiaconnect.co.za
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • Key contents
    • Keep it short: First few lines is the main message you want to get across, use bullet points for key facts etc
    • Multimedia Content: Images, Video, audio clips embedded or linked to (use existing channels such as Flickr, YouTube etc to upload content)
    • Use relevant hyperlinks to point peeps in the right direction (will also help with your brands SEO)
    • Include digital contact details of brand representative (Twitter, IM, email etc)
    • Include a “subscribe for more” button if pos such as RSS feed button
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • Bloggers likes
    • Free stuff !
    • Being first
    • Free stuff !
    • Info on demand
    • Free Stuff !
    • Multimedia content
    • Free stuff !
    • Creating their own content
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • Find influential Bloggers here
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • Web Traffic cycles
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • SEO Keys
    Make your press releases work in your favour
    • Headers contain key search phrase etc
    • First sentence contains key works, phrases
    • Tag all content
    • Link to relevant pages / sites
    • Add share buttons (twitter, Buzz, Digg etc etc)
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • ORM (Online rep management)
    A great brand can take months, if not years, and millions of Rands to build. It should be the thing you hold most precious.
    It can be destroyed in hours by a blogger upset with your company
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • ORM (Online rep management)
    Key points
    • Monitor your brand constantly online
    • Make sure your own content is on the top of search results
    • Find facts
    • Respond quickly
    • If negative try take it offline first
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • ORM Tools
    Free
    • Google Alerts
    • Yahoo Alerts
    • Twitter Search
    • Monitorthis.com
    • Technorati Blog Search
    Paid
    • Brandseye
    • Trackur
    • saidwot
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • ORM (Online rep management)
    Do’s
    • Listen
    • Express humility
    • Act quickly
    • Offer communication (offline is often better)
    • Bump negative posts off Google (SEO, forum posts etc)
    Don'ts
    • Do nothing and stick your head in the sand
    • Fight fire with fire
    • Get lawyers involved unless absolutely necessary
    • Create fake personas
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc
  • Kulula case study
    Kulula’s new livery:
    • Over 250,000 unique visitor on my site alone in 2 weeks
    • Over 10,000 click through to Kulula booking site
    • Picked up on all major entertainment blogs and more
  • Audi MVP case study
    Bob & Audi MVP’s
    MVP Invite
  • Audi MVP case study
    Audi Cape Town Twitter
    Audi facebook
    Audi Cape Town Blog
  • Thanks guys and girls
    “The illiterates of the 21st century will not be the people that can’t read or write, it will be the people that fail to learn, unlearn, and re-learn “
    Alvin Toffler- American writer and futurist
    www.ChrisRawlinson.comBlogger, Pilot, English chap etc etc