Artez Writing for the Web: Adapting the traditional press release for online and social sharing

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Tips on writing the traditional press release for the web and designing content for a website.
For today's communications professional, there's little doubt that the social media press release (SMPR) has become a powerful tool to inform and engage online audiences. Here are some helpful tips, tricks and best practice for building SMPRs, and explain why they are so critical to your overall communication strategy. I will show you how to leverage your existing social assets to engage your audience online and tell a more robust story.

Here also are tips to get your news story in the top online searches; how to write for search engines like Google, master your keyword strategy, craft the perfect headline and SEO-friendly content, use links (hyperlinks and inbound) to your advantage, use the power of RSS to drive visibility to your site and measure and track ROI of your communication outreach.
Originally presented as a webinar for Artez Interactive April 21, 2011; live webinar available here: http://www.artez.com/webinars/writing_for_the_webr

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  • Press releases and their associated media show up in organic listings, which get 94-97% of all clicks online (organic versus paid). News has a shelf life and it is being incorporated into search engine results pages, crowding out web pages. Make sure to feed the news engines. Press releases allow for targeting the media and consumers Links distributed through press releases allow for search engines to find those pages, providing: credibility with search engines and help in boosting page ranks and organic listings direction of web traffic to a call-to-action page.
  • So, what is a Search Engine Optimized Press Release? Well, it’s simply your text release written using the words and phrases that people type into a Google search to find you And it includes internet links to encourage people to come visit your website where you can convert them to a buyer, an investor, an evangelist. These hyperlinks are what connect the World Wide Web and are your greatest opportunity to be found. Be strategic about the pages you’re driving traffic back to. Make them specific internal landing pages where there’s such things as: A point of purchase A place to request more info A free offer Events like conferences and webcasts Other websites with stories that help to illustrate your Groups associated with your brand And recent media or blog posts about you
  • Recent algorithm change weighs relevancy of articles using user behavior on long-tail keywords higher than content keyword densities. In English?  Interesting news, compelling content changes from being “King” to being “Godly” for all content.  It used to be that long keyword phrases were easier to rank for based on keyword density alone, but now long-tail keywords will be held in the same esteem as shorter, generic keywords and phrases. In other words, use phrases 3-10
  • Another important factor to consider is the anchor text of a link, which assists search engines in determining the subject of your page. You’re more likely to rank for anchor text that coincides with content on the page you’re linking to. The last thing you want to start competing for are keywords such as “learn more” or “this site” or “here”. In the case of marketwire, anchor text like “press releases” or “social media marketing” or “news wire” would be much more beneficial. -Deep linking is all about relevance. Think back to the content mantra that “relevant content is godly” for a minute. If someone is linking to your site specifying very specific anchor text as your subject matter, does it make sense to send them to your homepage which is a gross generalization, or to deeper pages in your site that is more specific and relevant? Search engines think the latter.
  • Please do: Consider competing pages, volume and content Consider visitor intent Use descriptive anchor text OMG, don’t: Link to general “hub” pages, like homepages Deceive visitors Use calls to action as anchor text
  • SEO should be part of a long term online marketing strategy, and must be nurtured, monitored and maintained over time. Competition is fierce for web pages, but other content types show real promise, such as images and multimedia.
  • Take a good look at the stats on this slide. For all I know, these are incorrect at this moment because more and more people are discovering this world. That’s a big audience!
  • New format Breaking news no longer primary goal Be interesting, provacative, engaging Makes you content easily shareable and spreadable
  • White House press conference. Highlighted quote from President Obama.
  • Media pickup of press conference – highlighted quote is basis for stories
  • IDO Security ties in release with news story. Anchor text links – associates your site with those keywords and phrases
  • Over 100 downstream partners display the live links to your website – there backward links improve the rank of your website
  • Blog posts – not Video also picked up in blog posts
  • Expedia.ca SMR
  • Videos posted to Marketwire YouTube channel on first page of Google search for release.
  • Use Social Media to introduce a new program that you want to create a buzz about Reach a targeted audience that you haven’t been able to penetrate Quickly pick up feedback that may be negative or false and act on it Dedicate someone in the department to follow and track blogs - check out blogpulse.com to see blog trends about your organization or industry Don’t miss an opportunity to build relationships, participate in conversations and reach out to your audience directly Include hyperlinks throughout your release, inviting readers to check out your blog, twitter posts, Digg page, Facebook fan page or LinkedIn profile Get content online so it can be found – have digital assets in all these content categories: news, images, video and blogs – better results for Universal (Blended) Search Check out the Marketwire Social Media Newsroom archive for ideas on writing a Social Media release
  • Share this
  • Offers source code to easily take and post to a blog – embed code
  • Big trend - YouTube – second biggest search engine People are looking for content on video – fastest growing medium
  • What are your audiences interested in? Research, surveys Each of your audiences has different content needs resulting in different content categories that need to be created Intercontinental Hotels – concierge tours from every hotel they own Interviewed concierge just like you as a traveler would – walk up to him and ask where should I go, what should I do – then shot background scenes of those places and created 3 minute videos No scripting, no lighting, one camera Cost $5000 per video
  • You have done your research and you are ready to reach out to your audience. But how should you begin the process? Here are some ideas. Again, make sure that your communications tool is utilized by your potential audience. Respond with something relevant Create content, put it out there, let people talk about it, share it, adapt it
  • Disney – families are their audience – interested in parenting and families Tabs for travel and entertainment, of course
  • Contributed by readers and users People buy parts and build stuff Videos, discussion boards – encourage people to pitch in Suggest projects that you need to build with parts you buy at Radio Shack
  • Artez Writing for the Web: Adapting the traditional press release for online and social sharing

    1. 1. Writing for the Web Google Rules but don’t forget about your reader
    2. 2. <ul><li>PR that takes advantage of social media to facilitate conversations between people and engage audiences (Facebook, Flickr, Digg, Technorati, etc.) </li></ul><ul><li>PR that abandons one-way distribution and complete control of the message </li></ul><ul><li>PR that realizes you are not sending messages to media, you talking to consumers </li></ul><ul><li>PR that recognizes that “people like me” can be as influential as media, financial analysts, and industry experts </li></ul>What is PR 2.0?
    3. 4. Traditional Press Releases Earnings results Media Advisories Embedded photo & video releases
    4. 5. <ul><li>News Engines </li></ul><ul><li>Search Engines </li></ul><ul><li>Journalists </li></ul><ul><li>Buyers </li></ul>
    5. 6. Optimized (SEO) Press Releases Integrating key words, phrases and embedded links to optimize “findability” and rank within search engines Targets for SEO releases are consumers, not media Helping your News get found online
    6. 7. SEO: Search Engine Optimization She finds the link to your website and your product webpage Your potential customer enters your keywords into a search engine (e.g., Google, Yahoo!) YOUR POSTED PRESS RELEASE Distributed to 1,000s of places on the Internet with your hyperlinked webpage
    7. 8. Words chosen and placed by copywriters in strategic locations on a web page in order to increase the volume and/or quality of traffic from search engines to a web page. Examples: Brand, Product, Service Name, Geographic Location, Or Topic Keywords
    8. 9. A Search Engine is… http://www.youtube.com/user/GoogleWebmasterHelp
    9. 10. Among many other variables, search engines place heavy weight on... <ul><li>The “title tag” of a webpage </li></ul><ul><li>The URL of a webpage </li></ul><ul><li>The “meta-description” of a webpage </li></ul><ul><li>On-page text </li></ul><ul><li>Inbound links to a webpage </li></ul><ul><ul><li>And anchor text </li></ul></ul><ul><li>To a lesser degree, “meta-keywords” of a webpage </li></ul>In every case, the presence of keywords is the critical component!
    10. 11. Location of Title Tags
    11. 12. The URL of the webpage
    12. 13. The Meta-Description HTML Code Right click; view source
    13. 14. Meta Description (as seen in Google) The presence of a search term in a webpage’s meta-description increases the likelihood that the page will be a top result
    14. 15. Inbound Links “ Inbound links...[are] one of the positive signals to Google about your site's importance... relevant, quality inbound links can affect your PageRank.” In other words, no matter how optimized a webpage is, the number of other pages linking to it will have a major effect on the ranking of that page
    15. 16. Now, think of your press release as just another webpage... ...The same rules apply
    16. 17. Marketwire AUTOMATICALLY drops the release headline into the Title Tag of the page
    17. 18. Marketwire AUTOMATICALLY drops the release headline into the URL of the page
    18. 19. Meta Description of the Marketwire version TIP: Include a quick sentence or two about the news in regular form, then move into the “News Facts” – this will allow you to capitalize on including keyword-rich content in the meta description, which only includes the first couple hundred characters (including spaces)
    19. 20. The Meta-Description translates to many downstream distribution partners as well.
    20. 21. On page text is based on the copy of the press release. You should be very keyword centric when writing. The question to ask is, “ which keyword searches do I want to result in this release showing up as a top SERP?”
    21. 22. Marketwire provides distribution of press releases with “inbound links” to reputable 3 rd party websites
    22. 23. For Example...CNNMoney.com
    23. 24. Inbound Links are more powerful when used with keyword-rich “Anchor Text” Anchor text links are often used with specific product names or as an “interactive” tool... While this is a good use, more emphasis should be placed on creating anchor text links behind more general keywords such as “Java virtualization” or “server virtualization”
    24. 25. The more links you build, the more likely you are to increase the ranking of that webpage in a search for that keyword .
    25. 26. Crafting The Perfect Headline: keywords and length <ul><ul><li>Can a story be told in 140 characters? But leave room for a shortened URL…that’s a net of about 120 characters for Twitter. </li></ul></ul><ul><ul><li>How about 60 to 70 characters? Google and Yahoo! </li></ul></ul><ul><ul><li>Supercharging news releases means paying attention to how your headline will appear online </li></ul></ul><ul><ul><li>The headline is the most influential search engine visibility/optimization factor that you have direct control over – focus on keywords : brand, partner, event, executive, place </li></ul></ul>
    26. 27. Tips From Google News <ul><ul><li>Ensure that the title is not too long or too short. Currently, a title must be between two and 22 words for it to be indexed properly </li></ul></ul><ul><ul><li>Don't include a date or time in your article titles </li></ul></ul><ul><li>http://www.google.com/support/news_pub/bin/answer.py?answer=93981&topic=11673 </li></ul><ul><ul><li>It's unlikely to be useful to specify more than a dozen keywords or so per article </li></ul></ul><ul><li>http://www.google.com/support/news_pub/bin/answer.py?answer=93992&topic=11666 </li></ul>
    27. 28. Tips From YouTube <ul><ul><li>Video Titles: </li></ul></ul><ul><ul><ul><li>Think of your title as a headline </li></ul></ul></ul><ul><ul><ul><li>If you want to include your brand name in the title, it should always go last </li></ul></ul></ul><ul><ul><ul><li>Character Limit: 120 </li></ul></ul></ul><ul><ul><li>Tags: </li></ul></ul><ul><ul><ul><li>Be as detailed as possible </li></ul></ul></ul><ul><ul><ul><li>Include: Brand, City, topics </li></ul></ul></ul><ul><ul><ul><li>Character Limit: 120 </li></ul></ul></ul><ul><ul><li>http://www.google.com/support/youtube/bin/answer.py?hl=en&answer=141804 </li></ul></ul>
    28. 31. How Do You Pick Keywords? Search Google Adwords provides monthly search volume for any keyword or phrase and offers related search term data.
    29. 32. <ul><ul><li>Keyword suggestion tools </li></ul></ul>How Do You Pick Keywords? Website traffic
    30. 33. How Do You Pick Keywords? <ul><ul><li>Internal resources: </li></ul></ul><ul><ul><ul><li>Marketing/IT departments for analytic records </li></ul></ul></ul>
    31. 34. How Do You Pick Keywords? <ul><ul><li>Internal resources: </li></ul></ul><ul><ul><ul><li>Marketing/IT departments for webmaster reports </li></ul></ul></ul>
    32. 35. How Do You Pick Keywords? MW’s SEO Analyzer grades the search optimization level of a press release based on its headline, multimedia assets, and body text as well as the keywords. .
    33. 36. How Do You Pick Keywords? <ul><ul><li>SEO reports from news distributors </li></ul></ul><ul><ul><li>Online monitoring of blogs, message boards and social sites </li></ul></ul><ul><ul><li>Competitor product/service pages </li></ul></ul>
    34. 37. Hyperlinks and Anchor Text <ul><li>Specify logical anchor text, not “learn more” – use keywords you want to rank for, but make sure landing page is relevant. </li></ul><ul><li>Link to deep pages, not your homepage – search engines reward relevance </li></ul>
    35. 38. <ul><li>Feature: </li></ul><ul><li>SEO Enhancement </li></ul><ul><li>Anchor Text Links </li></ul><ul><li>Links display on 100+ sites </li></ul><ul><li>Benefit: </li></ul><ul><li>Backward links improve rank of website </li></ul><ul><li>Anchor text associates site with desirable </li></ul><ul><li>keywords </li></ul><ul><li>Picking own meta keywords allows </li></ul><ul><li>more creativity (Google Keyword Tool) </li></ul><ul><li>Combination of SEO Enhancement </li></ul><ul><li>and multimedia maximizes SEO </li></ul><ul><li>Long Tail – news lives indefinitely </li></ul>
    36. 39. And remember…. <ul><li>SEO is a slow burn, don’t expect overnight success </li></ul><ul><li>Content freshness plays a factor </li></ul><ul><li>Sustained strategic repetition can help long-term rankings </li></ul>
    37. 40. <ul><li>Identify 3-5 keywords for each type of news you issue with 1 primary keyword or phrase </li></ul><ul><ul><li>Leverage Google Adwords to determine the current search volume for each </li></ul></ul><ul><li>Determine which webpage each keyword should link to </li></ul><ul><li>As often as possible, include those keywords in relevant releases, especially in the headline </li></ul><ul><li>Absolutely include those keywords in the body of the release, each time linking to the most relevant webpage </li></ul><ul><li>If possible, become more involved in the data from your web analytics provider as a means of tracking the performance of a news release. </li></ul>Recommended Strategy
    38. 41. Potential Audience Twitter 190 Million+ Users veoh 28+ Million Unique Users Facebook 600 Million Users Photobucket  30 Million Unique Users Top Blog Sites  24 Million Users YouTube 2 Billion+ videos viewed daily Second Life 13 Million Residents LinkedIn 90 Million+ Users AP Mobile 38 Million monthly page views
    39. 42. Social Media Press Releases <ul><li>The social media release is an adaptation of the traditional news release to make your message more engaging and user-friendly in this new media environment </li></ul><ul><li>If your goal is conversation and increased Web presence, then the social media release is a key tool and a first step in sparking the dialogue </li></ul>
    40. 43. The SM 2.0 News Release Multimedia Elements DIGG,Technorati, Search Engine Stats Technorati Mashup Corporate RSS Feed Bulleted News Facts Multiple Quotes Corporate Web Site Social Bookmarking Links Intelligent Keyword Navigation Resources Facebook (Social Networking)
    41. 44. Feature: • embedded pictures • streamed video Benefit: • More engaging • Convenient for media / bloggers • Own screen real estate • Improved SEO
    42. 45. <ul><li>Images: </li></ul><ul><li>Distributed to Marketwire’s Photobucket channel, allows for </li></ul><ul><li>easy, social media sharing: </li></ul>Multimedia Specially formatted for use with emails, blogs, instant messaging, websites, forums and bulletin boards – content presented in URLs, image codes, and HTML code for individual user preference
    43. 46. <ul><li>Feature: </li></ul><ul><li>ALT Tags </li></ul><ul><li>Benefit: </li></ul><ul><li>Improved search engine ranking for </li></ul><ul><li>image/logo </li></ul>
    44. 47. Multimedia <ul><li>Add unlimited multimedia </li></ul><ul><li>Videos: </li></ul><ul><ul><ul><li>Powered by YouTube. </li></ul></ul></ul><ul><ul><ul><li>Link to your own video channel or distribute to YouTube, Yahoo! Video and VEOH using Marketwire channel </li></ul></ul></ul>
    45. 48. Feature: • SEO Enhancement • Anchor Text Links • Links display on 100+ sites Benefit: • Backward links improve rank of website • Anchor text associates site with desirable keywords • Picking own meta keywords allows more creativity (Google Keyword Tool) • Combination of SEO Enhancement and multimedia maximizes SEO • Long Tail – news lives indefinitely
    46. 49. Feature: • Sharable on more than 230 social networks Benefit: • Lowers barrier to interaction • Maximizes viral potential • Gives target audience the ability to share release the way they want with others who are interested in news • Increases reach • News recommended by friend carries more weight
    47. 50. <ul><li>Feature: </li></ul><ul><li>• Company RSS feed </li></ul><ul><li>• Permalink </li></ul><ul><li>Trackback URL </li></ul><ul><li>• Keyword Cloud </li></ul><ul><li>• Website Preview </li></ul><ul><li>Benefit: </li></ul><ul><li>• Audience can easily sign up to receive future </li></ul><ul><li>releases </li></ul><ul><li>• Permalink and Trackback create stable links to give </li></ul><ul><li>release staying power </li></ul><ul><li>• Keyword cloud adds searchable content and </li></ul><ul><li>provides data visualization </li></ul><ul><li>• Web preview convenient for audience </li></ul>
    48. 51. RSS (really simple syndication) <ul><li>RSS is a family of web feed formats used to publish frequently updated digital content, such as blogs, news feeds or podcasts. </li></ul><ul><li>Users of RSS content use software programs called &quot;feed readers&quot; or &quot;feed aggregators.&quot; </li></ul><ul><li> - Wikipedia </li></ul>
    49. 52. Feature: • Headlines appear on blogs with relevant content via the Pheedo Blog RSS ad Network Benefit: • Value add release in front of highly targeted audience that is more likely to absorb and share message PC Magazine NY Times – Health News PHEEDO BLOG RSS AD NETWORK
    50. 53. Delivery of Multimedia Press Releases to Smartphone Users via AP Mobile
    51. 54. Set Goals
    52. 55. Goal # 1: Inform journalists and bloggers while maximizing social media viral potential
    53. 56. Marketwire sends release to news aggregators who repost release, such as MSNBC. Blogger links to this release
    54. 57. Social Media 2.0 release reposted to targeted blogs for subject matter
    55. 58. Blogger includes resource link to Canadian Virtual Hospice website
    56. 59. Online version of hard copy magazine
    57. 60. Goal # 2: Drive traffic to project website SEO Enhancement (Included with Social Media 2.0) allowed Canadian Virtual Hospice to link important keywords back to their chosen sites, encouraging click-throughs and providing convenience to their audience.
    58. 61. Goal # 3: Improve the search rank of the main and project websites <ul><li>In addition to driving traffic, wanted to supplement their efforts to improve the search rank of their websites, making it easier for journalists and interested parties to find their information </li></ul><ul><li>Backward links from quality websites are a major component of search engine algorithms. By adding links that stayed live on over 100 sites, got the maximum SEO boost from their press release and helped associate their site with important keywords </li></ul>
    59. 68. Goal # 4: Take advantage of available multimedia to create a more engaging message <ul><li>Using Social Media 2.0 gave the ability to add pictures and video to their release--content that was reposted by downstream sites in varying degrees. This not only created a more engaging release, it improved the chances for pick-up by providing convenience to journalists and bloggers who could quickly grab this content. It also ensured that less ads would clutter their release when it posted on various sites. Since search engines algorithms tend to weight pages with multimedia higher, it improved their SEO prospects as well. </li></ul>
    60. 72. Client videos on Marketwire YouTube channel on first page
    61. 73. <ul><li>Keep content king; message concise and pointed </li></ul><ul><ul><ul><ul><li>Provide core news facts in the bulleted format </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Link to other pages for more information </li></ul></ul></ul></ul><ul><li>Use hyperlinks to demonstrate broader web presence </li></ul><ul><ul><ul><ul><li>Link your users to other social sites where they can get a broader understanding of the story you want to discuss </li></ul></ul></ul></ul><ul><li>Embed multimedia elements </li></ul><ul><ul><ul><ul><ul><li>Share images & video that readers can embed in their own pages to help further the discussion. Keep in mind that this is a social communication tool and you want the PUBLIC to talk about you!! </li></ul></ul></ul></ul></ul>Top Takeaways
    62. 74. <ul><li>Use targeted keywords to attract interested readers from the search engines - SEO </li></ul><ul><ul><ul><li>Select just two or three keywords to optimize your release </li></ul></ul></ul><ul><ul><ul><li>Use the keywords in positions or prominence – the headline, metatags, and first paragraph – and use them frequently </li></ul></ul></ul><ul><li>Include relevant social tags and create online buzz </li></ul><ul><ul><ul><li>Include tags for social news and bookmarking communities like Digg.com, del.icio.us and Newsvine </li></ul></ul></ul><ul><ul><ul><li>Offer Technorati tags to generate searches for keyword-relevant blogs </li></ul></ul></ul>
    63. 75. <ul><li>Press release = webpage – Make it interactive w/links to other resources along with being search-friendly with keywords. Add multimedia to provide context and a better user experience. Think “online media kit” one stop shop </li></ul><ul><li>Conversational, Authentic - lose the “Spin” – write for people, not journalists </li></ul>‘ Rules’ for Social Media PR
    64. 76. Social Media News Room
    65. 77. Add Social Media News Releases to Your News Room
    66. 78. News Room
    67. 79. Popular Social Media Services
    68. 80. Images Capability
    69. 81. Video Capability
    70. 82. Quotes & About Us Section
    71. 84. The 5W’s of business intelligence <ul><li>What are people talking about? </li></ul><ul><li>When did these conversations happen? </li></ul><ul><li>Where did these conversations happen? </li></ul><ul><li>Who’s talking and what’s their influence? </li></ul><ul><li>Why are conversations happening? </li></ul>
    72. 86. Content Strategy <ul><li>Now you know what the conversation is about, and who to talk to, you can figure out what content needs to be found – and where </li></ul>
    73. 87. Pick Your Tools
    74. 88. Communicate with your audience <ul><ul><li>Social Media News Release or SEO Press Release – syndicated via Wire services and posted to your own newsroom </li></ul></ul><ul><ul><li>Blog - current developments, views on the industry, inside peak at the company – reach out </li></ul></ul><ul><ul><li>Microblog - Twitter, Yammer, Plurk, Tumblr - abbreviated blog but more targeted reach </li></ul></ul><ul><ul><li>Blogger Relations - be sure to interact, comment on stories and don't always push your message.  Occasionally reach out with new developments </li></ul></ul><ul><ul><li>Podcast – Easily played and downloaded from your site. </li></ul></ul><ul><ul><li>Video – Upload to YouTube and create a company channel and make available on your site </li></ul></ul><ul><ul><li>RSS – constant updates from all parts of your site; post new content frequently </li></ul></ul><ul><ul><li>Social Networks – Facebook, MySpace, LinkedIn. Make company pages on relevant sites and share applicable content </li></ul></ul>
    75. 91. Why Measure? <ul><li>Your measurement must be based on business objectives – and those objectives have to be set as measurable goals. Just setting up attributes to track on a dashboard is not enough. </li></ul><ul><li>Prevention is Always Better than Reaction </li></ul><ul><ul><li>Get your monitoring system in place before negative content finds its way onto page one of the search engines. </li></ul></ul><ul><ul><li>It’s easier to handle one blogger or irate customer as soon as the comment is posted than it is to deal with a storm of negative comments </li></ul></ul>
    76. 92. Change in Measurement Signs that this is the End of Measurement as We Know It: <ul><li>The U.S. Department of Defense considers Twitter and other forms of social media critical to national security. </li></ul><ul><li>Best Buy measures 85 percent lower turnover as a result of its Blue Shirt Nation, Best Buy’s blogging community. </li></ul><ul><li>Dell measures social media ROI by the ratio of negative/positive comments online. Its Twitter feed has led to $3 million in revenue. </li></ul><ul><li>HSUS (Humane Society of the United States) generated $650,000 in new donations from an online photo contest on Flickr. </li></ul><ul><li>IBM receives more leads, sales and exposure from a $500 podcast than it does from an ad. </li></ul><ul><li>Obama Vs. McCain: Close to 500 million blog postings mentioned Obama since the beginning of the conventions measured at the end of August 2008. During the same time period, only about 150 million blog posts mentioned McCain. </li></ul>
    77. 93. Monitoring and Tracking <ul><li>. </li></ul><ul><li>What You Should be Tracking: </li></ul>• Your company name • Brand names • Product names • High-profile executives • Bloggers in your company • Generic keywords • Competitors Relationship Metrics <ul><li>Analyze relationships before and after social media. </li></ul><ul><li>Conduct a survey to test relationships and their sentiment. </li></ul><ul><li>Analyze the tone and sentiment of the comments </li></ul>
    78. 94. Measure <ul><li># of blog posts </li></ul><ul><li># of comments </li></ul><ul><li>Tone of blog posts/comments </li></ul><ul><li>Video views </li></ul><ul><li>Click Thrus </li></ul><ul><li>Unique visitors to blog and website </li></ul><ul><li>Positive content on page one in search </li></ul>
    79. 95. Setting up a System: Manual Monitoring and Measurement <ul><li>Set up an RSS reader – either on your desktop or online: </li></ul><ul><ul><li>MyYahoo! or iGoogle – personalized search </li></ul></ul><ul><ul><li>Bloglines or NetVibes – blog mentions </li></ul></ul><ul><li>Create Alerts in Yahoo! News: search and subscribe to RSS </li></ul><ul><li>Create Feeds on Technorati and BlogPulse and subscribe to those Feeds </li></ul><ul><li>Subscribe to Feeds on Industry-related Sites </li></ul><ul><li>Follow tweets on SocialMention , Twazzup </li></ul><ul><li>Google Search Insights for keywords and mentions </li></ul><ul><li>Google Analytics to track visitors to your site and from where </li></ul><ul><li>Survey Monkey / Zoomerang : for online surveys </li></ul>
    80. 96. Web Search and News Trends <ul><li>Use Google Trends to see a snapshot of your search and news search volume </li></ul><ul><li>Keep a base measure of how many posts are being made each day and how many are positive , negative or neutral </li></ul><ul><li>Take screen shots of Google’s page one results on all your keywords and phrases so you have a record of who appeared on that page and in what position </li></ul><ul><li>Keep track of all these statistics so you can measure the effectiveness of your actions </li></ul>
    81. 97. Free Measurement Tools <ul><li>Netvibes: an online service that you can use to collect, categorize and track blogs and feeds you want to analyze </li></ul><ul><li>Yahoo! News , Google News: for mention of your key messages. Set up an RSS feed of the searches you want to track and import to the NetVibes dashboard </li></ul><ul><li>Google Blogs , IceRocket : for who is talking about you in the blogs. Use feeds to pull in this content to your dashboard </li></ul><ul><li>BlogPulse : for a graph of blog mentions </li></ul><ul><li>Technorati : for authority and ranking of the bloggers </li></ul>
    82. 99. Paid Measurement Tools <ul><li>Filtrbox G2 : The service acts as an intelligence agent, discovering new articles across millions of online sources and delivering a daily list of qualified results and critical market intelligence based on your business logic. </li></ul><ul><li>Sysomos (MW) is a social media monitoring tool that tracks what is said about you on the internet by scanning news, blogs, video, twitter, UGS, and forums, providing you with real-time results, matching the keywords that interest you as well as providing deeper analytics surrounding buzz, sentiment and geo-demographics of mentions to help you recognize key conversations, top influencers and competitive intelligence. </li></ul>
    83. 100. Evaluating the Measurement <ul><li>Now that you have measured the outcome of your efforts, what can you take away? </li></ul><ul><ul><li>Is the content positive, negative or neutral? </li></ul></ul><ul><ul><li>Is it celebratory, praising, critical or angry? </li></ul></ul><ul><ul><li>Are others commenting on the post/article and linking to it? </li></ul></ul><ul><ul><li>What action needs to be taken, if any? </li></ul></ul><ul><ul><li>Did you achieve any or all or your ROI plan that you started with? </li></ul></ul>
    84. 101. Traditional Text Release are not extinct? <ul><li>News releases in all forms – from text-only to Social Media – continue to play a major role in communications and the news cycle </li></ul><ul><li>Downstream partners and their technological capacity often dictate the type of news that is sent (ASCII vs. XHTML) </li></ul><ul><li>The type of news often dictates the format of the news release (quarterly earnings with financial tables vs. viral video ) </li></ul>
    85. 102. AND REMEMBER… CONTENT
    86. 103. Social Media Fitness Program <ul><li>Free online </li></ul><ul><li>Basic or Advanced track </li></ul><ul><li>Work at your own pace </li></ul><ul><li>30 minutes a day </li></ul><ul><li>Fits easily into busy day </li></ul><ul><li>Help keep you focused </li></ul><ul><li>Expert advice all along the way </li></ul>Improve your online networking and engagement skills www.sm10x30.com
    87. 104. Resources Social Media Corner on LinkedIn http://twitter.com/marketwire #smmeasure chat http://blog.marketwire.com/ Knowledge Sharing From Marketwire: http://www.marketwire.com/knowledge_sharing/
    88. 105. <ul><li>[email_address] </li></ul><ul><li>416-941-5828 </li></ul><ul><li>http://ca.linkedin.com/in/melindavanpatter </li></ul><ul><li>http://twitter.com/justmelinda </li></ul><ul><li>jjustmelinda </li></ul>Contact

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