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Optimized PR Integrating search, social media & public relations to increase engagement and drive results  Sarah Skerik VP...
Luck benefits the prepared mind.  - Louis Pasteur
Agenda <ul><li>Context </li></ul><ul><ul><li>Why you should bother connecting PR, SEO and social media </li></ul></ul><ul>...
Why you should bother: some context
9B searches in April
The media relations angle:  <ul><li>72% of journalists report a  higher workload   </li></ul><ul><ul><li>Online news secti...
Trends
Marketing is focusing on interactive.  2010 US spend on search marketing: $20B
SEO: location, location, location  88% of clicks!  90% of spend!
Realtime Search:  Social results  are showcased by search engines
Something else is going on… <ul><li>LINK DIVERSIFICATION </li></ul><ul><li>No number 1 SERP position is guaranteed  </li><...
Case study:  Connected Content
Real content, and real connection
…  real connections
Telling the stories
Tactic:     Create a continuous stream <ul><li>Twitter, Facebook updates and engagement </li></ul><ul><li>Tap your users! ...
Results the Roger Smith Hotel  team reports:  <ul><li>All three revenue streams – room sales, restaurant and events – show...
Connecting Audiences:  The Press Release  & the Tweet
 
 
Hey, what’s happening?
The results <ul><li>The promo sold out two days early  </li></ul><ul><li>#AYCJ was a trending topic within 4-6 hours on Tw...
The approach became a story
Tactics: Socializing press releases <ul><li>Already had Twitter channel cultivated.  </li></ul><ul><li>“ Very cognizant” o...
Connecting SEO and PR
 
 
Tactics: Using anchor text effectively <ul><li>Link to different – and relevant URLs – throughout the message.  </li></ul>...
A link with purpose!
What integration looks like:  <ul><li>Significant SEO results from one well crafted press release </li></ul><ul><li>Increa...
 
RunHennyRun.com a very nic(h)e example
Helmet cam Photo of Peter Atkins on Henry Jota Hampton used with permission of Sarah K. Andrew  www.rockandracehorses.com
It started on YouTube
Results <ul><li>Hundreds of donors, more than half of whom are donating more than the suggested $15.  </li></ul><ul><li>It...
Hello, brand extension
Other Tactics
Go where your audience lives
Online & Offline Integration <ul><li>Socialize your enterprise </li></ul><ul><ul><li>Employees make great advocates </li><...
Thank you! <ul><li>Find me/follow me/friend me:  </li></ul><ul><li>Twitter:  @sarahskerik </li></ul><ul><li>Facebook.com/s...
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Optimized Public Relations: Integrating SEO and Social Media to Achieve Results

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Optimized public relations - tips on integrating SEO and social media with PR campaigns and tactics. Originally presented at the PRSA Travel & Tourism Section Conference in May, 2010.

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Transcript of "Optimized Public Relations: Integrating SEO and Social Media to Achieve Results"

  1. 1. Optimized PR Integrating search, social media & public relations to increase engagement and drive results Sarah Skerik VP Social Media PR Newswire @sarahskerik #travelprsa
  2. 2. Luck benefits the prepared mind. - Louis Pasteur
  3. 3. Agenda <ul><li>Context </li></ul><ul><ul><li>Why you should bother connecting PR, SEO and social media </li></ul></ul><ul><li>Trends </li></ul><ul><ul><li>Investment in search marketing </li></ul></ul><ul><ul><li>Real time search </li></ul></ul><ul><ul><li>Link diversification </li></ul></ul><ul><li>Case studies </li></ul><ul><ul><li>Connected Content: Roger Smith Hotel </li></ul></ul><ul><ul><li>Connecting Audiences: jetBlue </li></ul></ul><ul><ul><li>Connecting Search & PR: Marriott </li></ul></ul><ul><ul><li>Connected Content, Part 2 : Run Henny Run </li></ul></ul><ul><li>Additional Optimized PR tactics </li></ul>
  4. 4. Why you should bother: some context
  5. 5. 9B searches in April
  6. 6. The media relations angle: <ul><li>72% of journalists report a higher workload </li></ul><ul><ul><li>Online news section (62%) </li></ul></ul><ul><ul><li>Video (28%) </li></ul></ul><ul><ul><li>Podcasting (12%). </li></ul></ul><ul><li>Almost 40% of journalists are required to Tweet stories or blog as part of their duties. </li></ul><ul><li>59% of traditional journos author a blog (either for their outlet or personally). </li></ul><ul><ul><li>Blogs are used to augment stories and break news. </li></ul></ul><ul><li>46% of journalists sometimes or always use blogs for research purposes </li></ul><ul><li>33% report using social networks in their research, versus 24% in 2009. </li></ul>
  7. 7. Trends
  8. 8. Marketing is focusing on interactive. 2010 US spend on search marketing: $20B
  9. 9. SEO: location, location, location 88% of clicks! 90% of spend!
  10. 10. Realtime Search: Social results are showcased by search engines
  11. 11. Something else is going on… <ul><li>LINK DIVERSIFICATION </li></ul><ul><li>No number 1 SERP position is guaranteed </li></ul><ul><li>New links are important </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><li>Fresh content </li></ul></ul><ul><li>Imperatives for SEOs and PR pros … </li></ul><ul><li>You need to acquire new links </li></ul><ul><li>Link sources need to be diverse </li></ul>
  12. 12. Case study: Connected Content
  13. 13. Real content, and real connection
  14. 14. … real connections
  15. 15. Telling the stories
  16. 16. Tactic: Create a continuous stream <ul><li>Twitter, Facebook updates and engagement </li></ul><ul><li>Tap your users! </li></ul><ul><ul><li>Display user photos, comments </li></ul></ul><ul><ul><li>Invite their input (contests, reviews) </li></ul></ul><ul><li>All of this equals content (and touch points) even when you don’t have announcements </li></ul>
  17. 17. Results the Roger Smith Hotel team reports: <ul><li>All three revenue streams – room sales, restaurant and events – showing significant increases </li></ul><ul><li>Traffic from search engines is also up significantly </li></ul><ul><li>The whole place is buzzing” which equals more events, more buzz, more events … </li></ul>
  18. 18. Connecting Audiences: The Press Release & the Tweet
  19. 21. Hey, what’s happening?
  20. 22. The results <ul><li>The promo sold out two days early </li></ul><ul><li>#AYCJ was a trending topic within 4-6 hours on Twitter – and stayed there for days </li></ul><ul><ul><li>“ seriously absurd” </li></ul></ul><ul><li>jetBlue pulled a “significant” ad campaign </li></ul><ul><ul><li>“ Advertising would have been pointless. No amount of advertising can trump national news coverage.” </li></ul></ul><ul><li>Visits to the route map on the web site jumped more than 800%. </li></ul>
  21. 23. The approach became a story
  22. 24. Tactics: Socializing press releases <ul><li>Already had Twitter channel cultivated. </li></ul><ul><li>“ Very cognizant” of making press releases easy for bloggers to crib with bite size pieces of information that can stand alone </li></ul><ul><li>Aware of need to offer details for journos who want to analyze, but rip-and-read content for social media. </li></ul><ul><li>Making sure that information is sharable: </li></ul><ul><ul><li>Links share nicely on Facebook </li></ul></ul><ul><ul><li>Tweetable headlines </li></ul></ul>
  23. 25. Connecting SEO and PR
  24. 28. Tactics: Using anchor text effectively <ul><li>Link to different – and relevant URLs – throughout the message. </li></ul><ul><ul><li>Don’t link everything to your homepage. </li></ul></ul><ul><li>Headline – lead – link. </li></ul><ul><li>Link from keywords (not descriptive or generic language. </li></ul><ul><ul><li>Linking don’ts: </li></ul></ul><ul><ul><ul><li>Available in assorted colors </li></ul></ul></ul><ul><ul><ul><li>Click here for more info </li></ul></ul></ul>
  25. 29. A link with purpose!
  26. 30. What integration looks like: <ul><li>Significant SEO results from one well crafted press release </li></ul><ul><li>Increases in both valuable backlinks and Google rankings </li></ul>
  27. 32. RunHennyRun.com a very nic(h)e example
  28. 33. Helmet cam Photo of Peter Atkins on Henry Jota Hampton used with permission of Sarah K. Andrew www.rockandracehorses.com
  29. 34. It started on YouTube
  30. 35. Results <ul><li>Hundreds of donors, more than half of whom are donating more than the suggested $15. </li></ul><ul><li>It’s going viral in the equestrian community </li></ul><ul><li>Peter has been invited to be a blogger for a leading publication </li></ul><ul><li>Henny’s team are responding to calls for more content – and more business. </li></ul>
  31. 36. Hello, brand extension
  32. 37. Other Tactics
  33. 38. Go where your audience lives
  34. 39. Online & Offline Integration <ul><li>Socialize your enterprise </li></ul><ul><ul><li>Employees make great advocates </li></ul></ul><ul><ul><li>Start small, but build the processes you need to support social efforts. </li></ul></ul><ul><ul><li>Identify and develop rapport with bloggers/influencers </li></ul></ul><ul><li>Optimize your PR strategy </li></ul><ul><ul><li>Know your organization’s SEO strategy </li></ul></ul><ul><ul><li>Use that language online (press releases, web site, social) </li></ul></ul><ul><ul><li>Incorporate keywords offline (media training, interviews </li></ul></ul>
  35. 40. Thank you! <ul><li>Find me/follow me/friend me: </li></ul><ul><li>Twitter: @sarahskerik </li></ul><ul><li>Facebook.com/sarahskerik (less work, more play) </li></ul><ul><li>Linkedin.com/in/sarahskerik </li></ul><ul><li>Get this preso on slideshare.net/sarahskerik </li></ul><ul><li>201.360.6710 </li></ul>
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