SES London 2011 Search PR Social

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SES London 2011 Search PR Social

  1. 1. Search, PR and the Social Butterfly<br />Presented by:<br />Lisa Buyer, @lisabuyer<br />The Buyer Group, president and ceo <br />interactive public relations, social media + branding<br />
  2. 2. About Me<br />Lisa Buyer @lisabuyer<br />Managed my own PR and branding agency for past 15 years<br />Come from a traditional PR background <br />Digital by design during the dot com days<br />Social media is part of my mixology<br />Practice yoga and follows some celebrity gossip<br />The Buyer Group, president and ceo<br />interactive public relations, social media + branding<br />@lisabuyer<br />
  3. 3. @lisabuyer<br />OptimizePublicizeSocialize<br />
  4. 4. @lisabuyer<br />Social PR<br />
  5. 5. @lisabuyer<br />The Opportunity <br />
  6. 6. @lisabuyer<br />The media issearch and social savvy <br />
  7. 7. @lisabuyer<br />National Survey Finds: The Majority of Journalists Now Depend on Social Media for Story Ideas<br />
  8. 8. @lisabuyer<br />89% of reporters/editors turn to blogs for story research<br />
  9. 9. @lisabuyer<br />65% of journalists usesocial media sites such as Facebook and LinkedIn for story sources<br />
  10. 10. @lisabuyer<br />52% journalists use microblogging services such as Twitter<br />
  11. 11. @lisabuyer<br />100% of journalists use Google as a tool when working on storiesGoogle is the top search engine for online research with all responding journalists using this tool. Wikipedia is second<br />
  12. 12. @lisabuyer<br />Online Newsroom….. Why?<br /><ul><li>Journalists expect it!
  13. 13. visit company online OFTEN – large and small company newsroom
  14. 14. visit both large and small-to-medium sized company online newsrooms
  15. 15. Centralized location and 24-hour access of press materials
  16. 16. Control and delivery of corporate message
  17. 17. Social media interaction </li></li></ul><li>@lisabuyer<br />Online Newsroom….. Checklist! <br /><ul><li>Update at least 1x a week
  18. 18. Make sure it is a hub for all social media networks
  19. 19. Video
  20. 20. Images
  21. 21. RSS feeds by category
  22. 22. The LIKE button on each press release
  23. 23. The Tweet button
  24. 24. If you have a blog, make sure you promote it in your online newsroom</li></li></ul><li>@lisabuyer<br />PR Video Checklist<br /><ul><li>Combine video with each press release
  25. 25. Optimize the video
  26. 26. The video is the person quoted in the video
  27. 27. Change up the background
  28. 28. The LIKE button on each press release
  29. 29. Newsroom featured video should be pulled to the home page
  30. 30. Annotations
  31. 31. Link from one video to the next – CEO talking to a customer testimonial</li></li></ul><li>@lisabuyer<br />Sharing Tools in Newsroom<br />
  32. 32. @lisabuyer<br />Social PR Content Checklist<br /><ul><li>Break up press release content into nuggets for Facebook and Twitter with links back to newsroom fill story
  33. 33. Use compelling
  34. 34. Videos
  35. 35. Images
  36. 36. Linked In button is new – Follow company on LinkedIN</li></li></ul><li>@lisabuyer<br />Press Release Checklist<br /><ul><li>Write like a reporter
  37. 37. Catchy to the point headlines
  38. 38. Optimize
  39. 39. Links
  40. 40. Use video and Images</li></li></ul><li>@lisabuyer<br />PR Tip:<br />PR pros needs to learn the basics about SEO and optimizing Social Media<br />
  41. 41. @lisabuyer<br />Today’s PROptimized Publicized Socialized <br />
  42. 42. @lisabuyer<br />Panel says: Content<br />
  43. 43. First Tweet <br />March 21 2006<br />
  44. 44. @lisabuyer<br />More opportunity<br />
  45. 45. @lisabuyer<br />Customers are search and social savvy <br />
  46. 46. @lisabuyer<br />The amount of time people spent on Facebook in 2009 was 700% higher than 2008. <br />
  47. 47. @lisabuyer<br />Likebutton used by 2 million websitesFacebook passing 500 million members <br />
  48. 48. @lisabuyer<br />Facebook is becoming a search engine<br />
  49. 49. @lisabuyer<br />150 million mobile users on Facebook today vs. 65 million last year <br />
  50. 50. @lisabuyer<br />Optimized press releasesblogsvideoimagespoststweets<br />
  51. 51. @lisabuyer<br />Publicized DistributionSocial media newsroomMuck rackHAROPitchengine<br />
  52. 52. @lisabuyer<br />Socialized TweetsPostsStatusBlogsFoursquare tip#Journchat<br />
  53. 53. @lisabuyer<br />How Content strategy Theme out each monthDaily/weekly/monthlyIdea: Start with a monthly press release then<br />
  54. 54. @lisabuyer<br />ExampleContent Strategy<br />
  55. 55.              <br />@lisabuyer<br />
  56. 56. @lisabuyer<br />New Rules of Social Media<br />=<br />
  57. 57.              <br />@lisabuyer<br />
  58. 58.             Next Monday on #journchat is Rand Fish talking about PR and SEO <br />@lisabuyer<br />
  59. 59.             SEO, PR + Social Media = BFFs <br />@lisabuyer<br />Parting words<br />
  60. 60. Thank you for having me!<br />Email questions or feedback to<br />lbuyer@thebuyergroup.com<br />or DM me on Twitter @lisabuyer<br />

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