A presentation to eMarketing Techniques 05.02.08 Online Public Relations

Online PR Basics

What’s the big deal? Same skills apply Applied with new tools

What’s the big deal?

Same skills apply

Applied with new tools

What’s Changed? The internet extends reach Touches media and consumers simultaneously

What’s Changed?

The internet extends reach

Touches media and consumers simultaneously

How Influence Happens Previously – influence the influencers (broadcast) Now – Anyone can publish, influence their network (narrowcast)

How Influence Happens

Previously – influence the influencers (broadcast)

Now – Anyone can publish, influence their network (narrowcast)

How does PR respond? Create Participation Build bridges

How does PR respond?

Create Participation

Build bridges

Evolution of Branding Before – messages pushed downstream Now – people are talking Online PR – enters dialogue on the client’s behalf

Evolution of Branding

Before – messages pushed downstream

Now – people are talking

Online PR – enters dialogue on the client’s behalf

The Benefits Instant customer feedback Talk with customers The customers talk about the brand

The Benefits

Instant customer feedback

Talk with customers

The customers talk about the brand

Online PR Tools

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

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

Tools: Blogger Outreach Filter, aggregate Create transparency Speak passionately SME, connectors Tracking: Technorati , Blogpulse

Tools: Blogger Outreach

Filter, aggregate

Create transparency

Speak passionately

SME, connectors

Tracking: Technorati , Blogpulse

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”

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”

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

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

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

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

Tools: Microsites Product launches/promotions Push brand barriers w/ unique look and feel Steer targeted traffic around new, specific keyword set

Tools: Microsites

Product launches/promotions

Push brand barriers w/ unique look and feel

Steer targeted traffic around new, specific keyword set

Tools: Social Media Newsrooms Employs rich media & social tools Position clients as thought leaders Streamline communication channels Foster conversations

Tools: Social Media Newsrooms

Employs rich media & social tools

Position clients as thought leaders

Streamline communication channels

Foster conversations

Tools: Internal Communications Knowledge management Wikis Creation/digitization of newsletters E-books, PDF

Tools: Internal Communications

Knowledge management

Wikis

Creation/digitization of newsletters

E-books, PDF

Tools: Pay Per Click Analytic AND Creative thinking Collaborative Pushes your story to the top

Tools: Pay Per Click

Analytic AND Creative thinking

Collaborative

Pushes your story to the top

Questions?