Ten Steps to Optimising Your Press Release for Social Media Philip van Zyl Twitter: @philipvanzyl Email: philip@getsocialm...
Overview <ul><li>How  communication  has changed and how that effects us in releasing news to the “press”. </li></ul><ul><...
Three kinds of Press Releases <ul><li>Traditional press release </li></ul><ul><li>2. Optimised press release </li></ul><ul...
Ten steps to compiling and optimising  your SM press release  <ul><li>Step 1  </li></ul><ul><li>Understand basic Search En...
Ten steps to compiling and optimising  your SM press release  <ul><li>Step 2  </li></ul><ul><li>Do keyword research. </li>...
Ten steps to compiling and optimising  your SM press release  <ul><li>Step 3  </li></ul><ul><li>Find your news hook for yo...
Ten steps to compiling and optimising  your SM press release  <ul><li>Step 4  </li></ul><ul><li>Gather all of your media r...
Ten steps to compiling and optimising  your SM press release  <ul><li>Step 5  </li></ul><ul><li>Write your headline and su...
Ten steps to compiling and optimising  your SM press release  <ul><li>Step 6  </li></ul><ul><li>Write the body of your rel...
Ten steps to compiling and optimising  your SM press release  <ul><li>Step 7  </li></ul><ul><li>Post to your own site/blog...
Ten steps to compiling and optimising  your SM press release  <ul><li>Step 8  </li></ul><ul><li>Syndicate your release usi...
Ten steps to compiling and optimising  your SM press release  <ul><li>Step 9  </li></ul><ul><li>Distribute your SM press r...
Ten steps to compiling and optimising  your SM press release  <ul><li>Step 10  </li></ul><ul><li>Track the spread and bigg...
Using Press-Feed Browser Toolbar <ul><li>Download the toolbar from  http://www.press-feed.com/toolbar/ </li></ul><ul><li>A...
One day workshop on all details of online and social media press releases: <ul><li>Topic:   How to optimise your press rel...
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Ten Steps To Optimising Your Press Release For Social Media Philip Van Zyl

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Ten Steps to Optimising Your Press Release for Social Media.

Presentation by Philip van Zyl from http://www.getsocialmedia.net

Published in: Technology, News & Politics
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Transcript of "Ten Steps To Optimising Your Press Release For Social Media Philip Van Zyl"

  1. 1. Ten Steps to Optimising Your Press Release for Social Media Philip van Zyl Twitter: @philipvanzyl Email: philip@getsocialmedia.net
  2. 2. Overview <ul><li>How communication has changed and how that effects us in releasing news to the “press”. </li></ul><ul><li>Inbound vs Outbound marketing (paradigm shift). </li></ul><ul><li>Traditional vs various online press release (including social media press releases) </li></ul><ul><li>The ten steps to compiling and optimising your SM press release. </li></ul><ul><li>Some software that can help us with the process. </li></ul>
  3. 3. Three kinds of Press Releases <ul><li>Traditional press release </li></ul><ul><li>2. Optimised press release </li></ul><ul><li>3. Social Media press release </li></ul>
  4. 4. Ten steps to compiling and optimising your SM press release <ul><li>Step 1 </li></ul><ul><li>Understand basic Search Engine Optimisation (SEO) and use it. </li></ul><ul><li>Don’t glaze over here. It’s simple. It’s step by step. </li></ul><ul><li>You are going to post your press release on your blog/website (or your client’s). </li></ul><ul><li>SEO is 25% on site and 75% off-site. </li></ul>
  5. 5. Ten steps to compiling and optimising your SM press release <ul><li>Step 2 </li></ul><ul><li>Do keyword research. </li></ul><ul><li>Google is going to rank your release according to specific keywords (you need to tell Google which). </li></ul><ul><li>What is your release about? Look out for obvious keywords. </li></ul><ul><li>Use Google’s free external keyword tool </li></ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul>
  6. 6. Ten steps to compiling and optimising your SM press release <ul><li>Step 3 </li></ul><ul><li>Find your news hook for your subject. </li></ul><ul><li>(PR 101 still applies to social media releases). </li></ul><ul><li>Yahoo news </li></ul><ul><li>Google news </li></ul><ul><li>Google search </li></ul><ul><li>Twitter advanced search </li></ul><ul><li>http://search.twitter.com/advanced </li></ul>
  7. 7. Ten steps to compiling and optimising your SM press release <ul><li>Step 4 </li></ul><ul><li>Gather all of your media resources and get them in the format you require. </li></ul><ul><li>This is a chunk of work upfront. Thankfully, much of it can be used for future releases too. </li></ul>
  8. 8. Ten steps to compiling and optimising your SM press release <ul><li>Step 5 </li></ul><ul><li>Write your headline and subhead </li></ul><ul><li>Include your keyword / keyword phrase as close to the beginning of your headline as you can. </li></ul><ul><li>Headline no longer than 65 characters. </li></ul><ul><li>Subhead approx twice as long. </li></ul>
  9. 9. Ten steps to compiling and optimising your SM press release <ul><li>Step 6 </li></ul><ul><li>Write the body of your release. </li></ul><ul><li>Use keywords throughout, particularly at beginning and end of release. </li></ul><ul><li>Don’t “keyword stuff”. Aim for 2% keyword use. </li></ul><ul><li>That means in a release of 300 words = max 6 uses of keyword/phrase. </li></ul>
  10. 10. Ten steps to compiling and optimising your SM press release <ul><li>Step 7 </li></ul><ul><li>Post to your own site/blog (your client’s) first. </li></ul><ul><li>Your own “press release” page or “news room” </li></ul><ul><li>Google credits the author as the first site to post it. </li></ul><ul><li>You’ll benefit from the Google “love” in pagerank. </li></ul>
  11. 11. Ten steps to compiling and optimising your SM press release <ul><li>Step 8 </li></ul><ul><li>Syndicate your release using RSS </li></ul><ul><li>RSS stands for Real Simple Syndication </li></ul><ul><li>User selected feeds to information according to source (e.g. Your blog/website). </li></ul><ul><li>There are RSS aggregators that will spread your feeds even further afield. </li></ul><ul><li>A South African blog RSS aggregator service is http://myscoop.co.za/ </li></ul>
  12. 12. Ten steps to compiling and optimising your SM press release <ul><li>Step 9 </li></ul><ul><li>Distribute your SM press release </li></ul><ul><li>Consider distributing it through a wire service (e.g. Marketwire.com). Paid and free versions </li></ul><ul><li>Increased change of getting onto Yahoo and Google news. </li></ul><ul><li>Distribute it through as many social media channels as possible, including... </li></ul>
  13. 13. Ten steps to compiling and optimising your SM press release <ul><li>Step 10 </li></ul><ul><li>Track the spread and biggest leverage from your release. </li></ul><ul><li>Type your release header into Google search after one day and see where it turns up. </li></ul><ul><li>Add Google analytics code to your release page on your website/blog (your client’s) and track the source of all incoming links. </li></ul><ul><li>Track the links that appear in your release and see the number of clicks and their source. </li></ul>
  14. 14. Using Press-Feed Browser Toolbar <ul><li>Download the toolbar from http://www.press-feed.com/toolbar/ </li></ul><ul><li>Available for: Firefox, IE, Safari </li></ul>
  15. 15. One day workshop on all details of online and social media press releases: <ul><li>Topic: How to optimise your press release </li></ul><ul><li>for Social Media. </li></ul><ul><li>Contact Philip van Zyl for details of ongoing Social Media workshops and Strategy consulting. </li></ul><ul><li>Philip van Zyl </li></ul><ul><li>Twitter: @philipvanzyl </li></ul><ul><li>Email: philip@getsocialmedia.net </li></ul>

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