SMW Toronto: How to Make Social Media Press Releases Work for You


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For today’s communication professional, there’s little doubt that the social media press release (SMPR) has become a powerful tool to inform and engage online audiences.

This presentation will show you tips, tricks and best practice for building SMPRs, and why they are so critical to your overall communication strategy:

- Understand the interactivity and engagement within an SMPR

- Write for search engines like Google and real people

- Craft the perfect headline and SEO-friendly content

- Master your keyword strategy
- Make your online and offline efforts work hand-in-hand

- Use links to your advantage – hyperlinks and inbound links

- Understand the power of RSS to drive visibility of your news

- Use your existing digital assets to engage audiences and tell a more robust story

- Track your release’s performance and attribute ROI to your communication outreach

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  • 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
  • Define Keyword 75% using 25% not
  • 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.
  • Links are often your web page’s first impression on search engines. Short of reading the content in a release, search engines look to anchor text to suggest what the main topic or content of a linked page (landing page) might contain. The main goal for SEO goodness when it comes to links is the perfect alignment of release content, a link’s anchor text as a signal promoting the importance of a landing page, and the landing page’s relevance to the release. If all three are in alignment, you’re good to go. That being said, here are some tips on links… Do: -Ideally, the anchor text specified is a wish list item to a search engine for the keywords or phrase your client wants to rank for. Type that phrase into a search engine and determine how many competing pages they’re up against. Consider clicking a few that rank well for that phrase to try to determine what makes that page rank well. Then check to determine the monthly search volume and competition on a keyword or phrase. -When comparing competing pages for a given search query, consider visitor intent amongst those competing results in the SERP. Do they speak to educate visitors, sell to visitors? Do they appeal to spontaneous personalities, researchers, judgers, etc? How do your client landing pages compare? -Using descriptive anchor text is a no-brainer, don’t bother linking anchor text such as “read more” or “visit our web page” or “click here”. -The use of redirects is generally a solution to a problem. If you’re using redirects for links embedded in a news release, you’re doing something wrong. However, if you must use redirects make sure they’re SEO friendly by checking them on OMG, when you’re linking, make sure you don’t: -link to general hub pages, they’re not specific enough to stand the test of time. What you really want to do is start ranking specific client landing pages for specific keywords. The content should be highly relevant to both the release, and the link anchor text, as mentioned above. -Try not to deceive visitors in any way. Not only will this demote your rank in the SERP, but it may get you a “malware” or “phishing” or “restricted” site warning screen if and when links are clicked from search engines. -You only ever use calls to action in advertisements. No one clicks on advertisements (ok fine, a few people do, if it’s targeted). Search engines don’t know how or where to rank a landing page that has links describing it as “click here” or “call now”. Don’t make it hard for search engines to guess what a landing page is about. -As mentioned above, redirects are typically solutions to web site problems.
  • 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.
  • Competing against tens of millions of other web pages can be tough, which is why it makes sense to compete with different types of media. Ever since Google started using Universal Search Results (aka blended search results, including video, images, etc), there has been a proportionate amount of competing media types on the first page of Google’s SERP. -There are billions of Web pages that compete with each and every news release, that may or may not be more relevant. Subsequently, getting a news release ranked for generic terms is really hard. It takes a significant, long-term SEO campaign to compete. -Images are somewhat easier to rank for. A picture says a thousand words, so if a message can be communicated in an image, it might be a good place to start. Competing image counts are usually orders of magnitude smaller than their web page counterparts for the same keywords. In addition, when clicked on, they link back to the page that embeds them, thereby sending traffic to a story because of it’s image. -Video results are similar to image results. Much less competing items for any given keyword, plus prime real estate on the first page SERP. Keep in mind that YouTube is the #2 search engine on the internet (according to ClickZ), and video receives double the benefit because it’s listed on YouTube and on Google. Unfortunately, video hosted on YouTube is one click removed from a client’s website, but that’s better than no exposure at all (compared to web pages).
  • 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
  • RIM social media 2.0 release
  • Diggs
  • Blog posts – not Video also picked up in blog posts
  • SMR
  • Videos posted to Marketwire YouTube channel on first page of Google search for 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
  • Obviously, success in social media is what you make it. Being conversational, approachable, and building relationships with your community takes time and effort. Small and medium sized businesses are doing this well. They understand that social media is the new word of mouth. Several are reducing customer service costs, and getting hyper-local reach. Sometimes the best companies are on our doorstep and we don’t even realize it. Enterprises are doing their share to embrace social media as well. Fortune 100 companies are starting to become more engaged in social media and have started to go beyond traditional networks to build communities on their own platforms.
  • But how are these companies leveraging social media monitoring to build their brands? Several applications come to mind: The most obvious one being brand/reputation management. You can’t join the conversation if you don’t know where it’s occurring. If you haven’t started listening or joining conversation yet, I would recommend you do so. This is the reason Marketwire started the social media fitness program earlier this year, to ensure companies started engaging their communities online. If you haven’t checked it out yet, visit for more information. Agencies have embraced social media monitoring. Several have started offering social media monitoring reports and analysis to clients based on specific campaigns – a very smart idea. Several agencies have started measuring results directly, and are relating key performance indicators directly to return on investment for their social media efforts. Many have used social media monitoring solutions to run comparative reports showing how their services excel against their competition. These are significant, game-changing advantages. Small and medium-sized enterprises use social media monitoring to identify influencers and advocates in their industries and markets. Several companies are actively monitoring social media to resolve customer service issues and reduce support costs. Many are also leveraging competitive intelligence to gain insights on competitor activities. What are some specific examples of how companies are employing social media strategies, monitoring and analytics to build stronger relationships and drive ROI?
  • Everyone knows about Dell’s now infamous $3M in revenue through Twitter, but there are several other great examples that you may not have heard of… for example: Cisco found that providing user forums and participating in their online communities actually reduced customer support inquiries and tickets by 43%. Social@Cisco website – includes 22 external blogs, 108 twitter feeds (w/2 million followers), 79 Facebook groups (w/100K fans), 300+ YouTube channels (2K videos, 4 million views) Ebay finds that users that are engaged in their online communities in forums, on blogs, and on twitter are likely to spend an average of 54% more. (ARPO stands for average revenue per order). I’m guessing that had something to do with Ebay starting eBay Classifieds (or Kijiji in Canada). Build-A-Bear actually went one step further and created a platform, a destination for kids to interact with their brand and each other. Doing so boosted units sold to 60,000, generating half a million dollars in revenue. Shortly after the oil spill in the gulf, BP launched several reputation management strategies including an estimated $50M spent on television ads, $1M in paid search, and on the social media side: launched a website dedicated to the Gulf of Mexico Response, a YouTube channel, a FlickR pool, a Facebook page, and started Tweeting. Granted, some of these examples are somewhat older, but the reason for that is that companies have learned enough from their own social media engagement and analysis to realize that it’s starting to become a competitive advantage, so they’re less likely to publicize their successes.
  • SMW Toronto: How to Make Social Media Press Releases Work for You

    1. 1. How to Make Social Media Press Releases Work for You
    2. 2. <ul><li>Press releases and their associated media show up in organic listings, which get 94-97% of all clicks online (organic versus paid). </li></ul><ul><li>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. </li></ul><ul><li>Press releases allow for targeting the media and consumers </li></ul><ul><li>Links distributed through press releases allow for search engines to find those pages, providing: </li></ul><ul><ul><ul><li>credibility with search engines and help in boosting page ranks and organic listings </li></ul></ul></ul><ul><ul><ul><li>direction of web traffic to a call-to-action page. </li></ul></ul></ul>
    3. 3. Communicating in a Pre-Web 2.0 World Companies controlled the message Media acted as gatekeeper Audiences waited for the story Conversation was “top-down” and one way
    4. 4. What kind of digital camera should I buy? What are you doing NOW? What does EVERYONE ELSE think? Check out how COOL THIS IS!
    5. 5. <ul><li>Conversations are taking place with or without you. This map will help you visualize the potential extent and pervasiveness of the online conversations that can impact and influence your business and brand. </li></ul><ul><li>Source: Brian Solis – the Conversation Prism </li></ul>
    6. 6. Communicating in a Web 2.0 World Conversation is multi-directional Gatekeepers are gone Audience is actively participating
    7. 7. <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?
    8. 9. Traditional Press Releases Earnings results Media Advisories Embedded photo & video releases
    9. 10. <ul><li>News Engines </li></ul><ul><li>Search Engines </li></ul><ul><li>Journalists </li></ul><ul><li>Buyers </li></ul>
    10. 11. 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
    11. 12. 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
    12. 13. Writing for the Web Google Rules but don’t forget about your reader
    13. 14. 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
    14. 15. 75% of PR professionals are practicing keyword placement
    15. 16. But keywords for PR campaigns are not necessarily chosen by PR professionals
    16. 17. A Search Engine is…
    17. 18. 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!
    18. 19. Location of Title Tags
    19. 20. The URL of the webpage
    20. 21. The Meta-Description HTML Code Right click; view source
    21. 22. 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
    22. 23. 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
    23. 24. Now, think of your press release as just another webpage... ...The same rules apply
    24. 25. Marketwire AUTOMATICALLY drops the release headline into the Title Tag of the page
    25. 26. Marketwire AUTOMATICALLY drops the release headline into the URL of the page
    26. 27. 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)
    27. 28. The Meta-Description translates to many downstream distribution partners as well.
    28. 29. 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?”
    29. 30. Marketwire provides distribution of press releases with “inbound links” to reputable 3 rd party websites
    30. 31. For
    31. 32. 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”
    32. 33. The more links you build, the more likely you are to increase the ranking of that webpage in a search for that keyword .
    33. 34. Google Search “Mayday” 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
    34. 35. Crafting The Perfect Headline <ul><ul><li>Can a story be told in 140 characters? </li></ul></ul><ul><ul><li>How about 60 to 70 characters? </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 </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
    35. 36. Crafting The Perfect Headline “ Headlines that work in print don't work online because they're not search-friendly. Your headlines should be clear and declarative and state what your post is about.” Paul Gillin, Veteran Technology Journalist And Author
    36. 37. 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> </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> </li></ul>
    37. 38. Tips From Yahoo! Small Business <ul><ul><li>To make your page most appealing to search engines, we (Yahoo!) recommend that you limit your page title to 67 characters </li></ul></ul><ul><ul><li>Meta Keywords List: </li></ul></ul><ul><ul><ul><li>Input keywords in order of importance </li></ul></ul></ul><ul><li> </li></ul>
    38. 39. 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> </li></ul></ul>
    39. 40. Recommended Headline/ Title Length Also keep in mind that Twitter has a maximum of 140 characters – but leave room for a shortened URL…that’s a net of about 120 characters for Twitter. Headline Google Google News YouTube Yahoo! Headline/Title Length (Characters) 65-70 Max Displayed In Search Results (no documented recommendation) Min 10 to Max 110 120 Max 67 Max 64 Max
    40. 41. What Should A Headline Include? <ul><ul><li>The focus of your news (AKA Keywords) </li></ul></ul><ul><ul><li>Keywords can include: </li></ul></ul><ul><ul><ul><li>Brand, product or service name </li></ul></ul></ul><ul><ul><ul><li>Partner/affiliate name </li></ul></ul></ul><ul><ul><ul><li>Event name or topic </li></ul></ul></ul><ul><ul><ul><li>Geographic location </li></ul></ul></ul><ul><ul><ul><li>Executive’s name, title </li></ul></ul></ul><ul><ul><li>Observe trademark and copyright laws </li></ul></ul>
    41. 44. <ul><li>Keyword Suggestion Tools </li></ul>How Do You Pick Keywords? Google Adwords provides monthly search volume for any keyword or phrase and offers related search term data.
    42. 45. How Do You Pick Keywords?
    43. 46. How Do You Pick Keywords? <ul><ul><li>Keyword suggestion tools </li></ul></ul>
    44. 47. <ul><ul><li>Keyword suggestion tools </li></ul></ul>How Do You Pick Keywords?
    45. 48. 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>
    46. 49. 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>
    47. 50. 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. .
    48. 51. 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>
    49. 52. 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>
    50. 53. <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>
    51. 54. Links in a news release, do’s and don’ts <ul><li>Please do: </li></ul><ul><ul><li>Consider competing pages, volume and content </li></ul></ul><ul><ul><li>Consider visitor intent </li></ul></ul><ul><ul><li>Use descriptive anchor text </li></ul></ul><ul><li>OMG, don’t: </li></ul><ul><ul><li>Link to general “hub” pages, like homepages </li></ul></ul><ul><ul><li>Deceive visitors </li></ul></ul><ul><ul><li>Use calls to action as anchor text </li></ul></ul>©
    52. 55. 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>
    53. 56. <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
    54. 57. Google Rankings <ul><li>Even the Google engineers acknowledge that tweaking your tags and on-page elements are not as important as having good content and a reputation in your community (think links) </li></ul>Target visitors or search engines?
    55. 59. Multimedia works wonders, presenting The SEO Chart of Awesomeness © Courtesy of Garry Przyklenk, Online Marketing & Lead Generation Manger, Marketwire
    56. 60. 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
    57. 61. 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><ul><li> </li></ul>
    58. 62. 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)
    59. 63. Feature: • embedded pictures • streamed video Benefit: • More engaging • Convenient for media / bloggers • Own screen real estate • Improved SEO
    60. 64. <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
    61. 65. <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>
    62. 66. 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>
    63. 67. 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
    64. 68. 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
    65. 69. Feature: • Built in real-time reporting • Easily view Diggs • Easily view Technorati track backs • View & link to Google, Bing, Yahoo appearances Benefit: • Quickly assess key metrics/value • Easy reporting • Allows audience to easily see what others are saying about release
    66. 70. Search Stats <ul><li>Reader gets 1-click access to all search results for the release headline on Google, Yahoo!, Bing, and Technorati </li></ul><ul><li>Instant search stats </li></ul>
    67. 71. <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>
    68. 72. 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>
    69. 73. How Does the Media Use the Marketwire Website? <ul><li>Search for news releases </li></ul><ul><li>Monitor breaking news and organizations </li></ul><ul><li>Receive news as it crosses the wire </li></ul><ul><li>Access to multimedia content </li></ul>
    70. 74. 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
    71. 75. Delivery of Multimedia Press Releases to Smartphone Users via AP Mobile
    72. 76. Social Media Press Releases <ul><ul><li>The social media release format puts the power of distribution and content repurposing into the hands of the social media community via sharing and bookmarking…it can become a viral PR mechanism </li></ul></ul>
    73. 77. Set Goals
    74. 78. Goal # 1: Inform journalists and bloggers while maximizing social media viral potential
    75. 79. Marketwire sends release to news aggregators who repost release, such as MSNBC. Blogger links to this release
    76. 80. Social Media 2.0 release reposted to targeted blogs for subject matter
    77. 81. Blogger includes resource link to Canadian Virtual Hospice website
    78. 82. Online version of hard copy magazine
    79. 83. Newspaper article online rates relevance of article to search on the site
    80. 84. 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.
    81. 85. 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>
    82. 94. 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>
    83. 99. Client videos on Marketwire YouTube channel on first page
    84. 100. <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
    85. 101. <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, and Newsvine </li></ul></ul></ul><ul><ul><ul><li>Offer Technorati tags to generate searches for keyword-relevant blogs </li></ul></ul></ul><ul><ul><ul><li>Employ online users, influencers as evangelists </li></ul></ul></ul>
    86. 102. <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” – Bulleted facts and key points are best </li></ul><ul><li>Share – Engage directly with people (& employ them) – Deliver in the way people navigate the net. </li></ul><ul><li>Share images & video that readers can embed in their own pages to help further the discussion. </li></ul><ul><li>Keep in mind that this is a social communication tool and you want the PUBLIC to talk about you!! </li></ul>‘ Rules’ for Social Media PR
    87. 103. The Social Media Newsroom
    88. 104. Social Media News Room
    89. 105. Add Social Media News Releases to Your News Room
    90. 106. News Room
    91. 107. Popular Social Media Services
    92. 108. Images Capability
    93. 109. Video Capability
    94. 110. Quotes & About Us Section
    95. 113. Social Media 2.0 Recommendations <ul><li>Use Social Media to introduce a new program that you want to create a buzz about </li></ul><ul><li>Reach a targeted audience that you haven’t been able to penetrate </li></ul><ul><li>Quickly pick up feedback that may be negative or false and act on it </li></ul><ul><li>Dedicate someone in the department to follow and track blogs - check out to see blog trends about your organization or industry </li></ul><ul><li>Don’t miss an opportunity to build relationships, participate in conversations and reach out to your audience directly </li></ul>
    96. 114. Social Media 2.0 Recommendations <ul><li>Include hyperlinks throughout your release, inviting readers to check out your blog, twitter posts, Digg page, Facebook fan page or LinkedIn profile </li></ul><ul><li>Include bulleted news facts & multiple quotes </li></ul><ul><li>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 </li></ul><ul><li>Check out the Marketwire Social Media Newsroom archive for ideas on writing a Social Media release </li></ul>
    97. 115. Join the conversation, but where?
    98. 116. “ The art of conversations is mastered through both the practice of hearing AND listening ”
    99. 117. 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>
    100. 119. Who’s doing social media well? <ul><li>SMBs </li></ul><ul><ul><li>New word-of-mouth </li></ul></ul><ul><ul><li>Reducing customer service costs </li></ul></ul><ul><ul><li>Hyper-local reach </li></ul></ul><ul><li>Enterprise </li></ul><ul><ul><li>Fortune 100 companies </li></ul></ul><ul><ul><li>Building and joining communities </li></ul></ul>
    101. 120. Real-world applications <ul><li>Brand/reputation management </li></ul><ul><li>Agencies </li></ul><ul><ul><li>Value-added social media reporting </li></ul></ul><ul><ul><li>Measure results and ROI on social media efforts </li></ul></ul><ul><ul><li>Business development, competitive intelligence </li></ul></ul><ul><li>SMEs </li></ul><ul><ul><li>Identify influencers and advocates </li></ul></ul><ul><ul><li>Resolve customer service issues </li></ul></ul><ul><ul><li>Gain insights on competitors </li></ul></ul>
    102. 121. Dell’s infamous $3M on Twitter (and a few better examples) <ul><li>@DellOutlet generates $3M on Twitter </li></ul><ul><li>Cisco reduces 43% of support cost </li></ul><ul><li> – blogs, twitter, Facebook, YouTube </li></ul><ul><li>Ebay finds engagement boosts ARPO by 54% </li></ul><ul><li>Build-A-Bear built a platform, generated $500k </li></ul><ul><li>BP ’s reputation-management strategy </li></ul>
    103. 122. Social media for IR: Cisco Systems
    104. 123. 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>
    106. 126. 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
    107. 127. Resources Social Media Corner on LinkedIn #smmeasure chat 2.0 Public Relations Marketing and Planning Tools Summary From Marketwire:
    108. 128. <ul><li>[email_address] </li></ul><ul><li>416-941-5828 </li></ul><ul><li> </li></ul><ul><li> </li></ul>Contact