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Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
Emarketing Techniques Conference_ Online PR
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Emarketing Techniques Conference_ Online PR

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Megan Hauer, Director of Digital Media and Content for Optiem discusses Online PR at Corporate College. Brought to you by the Key Entrepreneur Development Center.

Megan Hauer, Director of Digital Media and Content for Optiem discusses Online PR at Corporate College. Brought to you by the Key Entrepreneur Development Center.

Published in: Business, Technology
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Transcript

  • 1. A presentation to eMarketing Techniques 05.02.08 Online Public Relations
  • 2. Online PR Basics
  • 3.
    • What’s the big deal?
    • Same skills apply
    • Applied with new tools
  • 4.
    • What’s Changed?
    • The internet extends reach
    • Touches media and consumers simultaneously
  • 5.
    • How Influence Happens
    • Previously – influence the influencers (broadcast)
    • Now – Anyone can publish, influence their network (narrowcast)
  • 6.
    • How does PR respond?
    • Create Participation
    • Build bridges
  • 7.
    • Evolution of Branding
    • Before – messages pushed downstream
    • Now – people are talking
    • Online PR – enters dialogue on the client’s behalf
  • 8.
    • The Benefits
    • Instant customer feedback
    • Talk with customers
    • The customers talk about the brand
  • 9. Online PR Tools
  • 10.
    • Tools: Optimized Press Releases
    • Touches media and consumers
    • Creates searchable archive (long tail)
    • Optimization = right audience finds your release
    • Free keyword tools from Wordtracker and Google
    • Distribution Channels: PR Newswire , PR Web , Vocus , Business Wire
  • 11.  
  • 12.
    • Tools: Blogger Outreach
    • Filter, aggregate
    • Create transparency
    • Speak passionately
    • SME, connectors
    • Tracking: Technorati , Blogpulse
  • 13.  
  • 14.
    • Tools: Link Building
    • Reciprocal links important to page rank
    • Potential for increased inbound traffic
    • Builds on other tools: Optimized Press Releases, Blogger Outreach, Social Media, etc.
    • “ link:www.yoursitename.com”
  • 15.
    • Tools: Online Reputation Management
    • People talk
    • Easily monitored
    • Opportunity to influence dialogue positively
    • Blog monitoring tools mentioned earlier can be useful
    • Also Google alerts and RSS readers
  • 16.  
  • 17.
    • Tools: Social Media
    • Operative word is Social
    • News, photos, videos, and podcasts
    • Voting process to make media items become "popular“
    • Sharing and rating sites like Digg & del.icio.us
  • 18.  
  • 19.
    • Tools: Microsites
    • Product launches/promotions
    • Push brand barriers w/ unique look and feel
    • Steer targeted traffic around new, specific keyword set
  • 20.  
  • 21.
    • Tools: Social Media Newsrooms
    • Employs rich media & social tools
    • Position clients as thought leaders
    • Streamline communication channels
    • Foster conversations
  • 22.  
  • 23.
    • Tools: Internal Communications
    • Knowledge management
    • Wikis
    • Creation/digitization of newsletters
    • E-books, PDF
  • 24.
    • Tools: Pay Per Click
    • Analytic AND Creative thinking
    • Collaborative
    • Pushes your story to the top
  • 25.  
  • 26. Questions?

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