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Prsa may 2010



Presentation from 2010 PRSA Travel & Tourism Conference on integrating SEO, PR and Social Media. Authored by Sarah Skerik, VP Social Media, PR Newswire.

Presentation from 2010 PRSA Travel & Tourism Conference on integrating SEO, PR and Social Media. Authored by Sarah Skerik, VP Social Media, PR Newswire.



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  • Full Name Full Name Comment goes here.
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  • Great presentation Sarah - any chance I could download a copy please to read at greater length? My colleague Heather Dolan is at the conference and recommended it.

    thanks, Mat
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    Prsa may 2010 Prsa may 2010 Presentation Transcript

    • Optimized PR Integrating search, social media & public relations to increase engagement and drive results Sarah Skerik VP Social Media PR Newswire @sarahskerik #travelprsa
    • Luck benefits the prepared mind. - Louis Pasteur
    • Agenda
      • Context
        • Why you should bother connecting PR, SEO and social media
      • Trends
        • Investment in search marketing
        • Real time search
        • Link diversification
      • Case studies
        • Connected Content: Roger Smith Hotel
        • Connecting Audiences: jetBlue
        • Connecting Search & PR: Marriott
        • Connected Content, Part 2 : Run Henny Run
      • Additional Optimized PR tactics
    • Why you should bother: some context
    • 307M unique users 12/09
    • 9B searches in April
    • The media relations angle:
      • 72% of journalists report a higher workload
        • They have a variety of duties beyond main beat, including contributing to an online news section (62%) video (28%), and podcasting (12%).
      • Almost 40% of journalists are required to Tweet stories or blog as part of their duties.
      • 59% of traditional journos author a blog (either for their outlet or personally).
        • Blogs are used to augment stories and break news.
      • 46% of journalists say they sometimes or always use blogs for research purposes ; 33% report using social networks in their research, versus 24% in 2009.
    • Connected PR: Why it’s a good idea
      • SEO:
        • Delivers measurable results
        • Connects PR with the business top line
        • Ultimately supports your objectives
      • Social media:
        • The appropriate domain of PR
        • Delivers engagement
        • Has powerful search benefits
      Bee courtesy of Discoveryeducation.com
    • Trends
    • Marketing is focusing on interactive. 2010 US spend on search marketing: $20B
    • SEO: location, location, location
    • Realtime Search: Social results are showcased by search engines
    • Something else is going on…
      • No number 1 SERP position is guaranteed
      • New links are important
        • Press releases
        • Social
        • Fresh content
      • Imperatives for SEOs and PR pros …
      • You need to acquire new links
      • Link sources need to be diverse
    • Case study: Connected Content
    • Real content, and real connection
    • … real connections
    • Telling the stories
    • Tactic: Create a continuous stream
      • Twitter, Facebook updates and engagement
      • Tap your users!
        • Display user photos, comments
        • Invite their input (contests, reviews)
      • All of this equals content (and touch points) even when you don’t have announcements
    • Results the Roger Smith Hotel team reports:
      • All three revenue streams – room sales, restaurant and events – showing significant increases
      • Traffic from search engines is also up significantly
      • The whole place is buzzing” which equals more events, more buzz, more events …
    • Connecting Audiences: The Press Release & the Tweet
    • Hey, what’s happening?
    • The results
      • The promo sold out two days early
      • #AYCJ was a trending topic within 4-6 hours on Twitter – and stayed there for days
        • “ seriously absurd”
      • jetBlue pulled a “significant” ad campaign
        • “ Advertising would have been pointless. No amount of advertising can trump national news coverage.”
      • Visits to the route map on the web site jumped more than 800%.
    • The approach became a story
    • Tactics: Socializing press releases
      • Already had Twitter channel cultivated.
      • “ Very cognizant” of making press releases easy for bloggers to crib with bite size pieces of information that can stand alone
      • Aware of need to offer details for journos who want to analyze, but rip-and-read content for social media.
      • Making sure that information is sharable:
        • Links share nicely on Facebook
        • Tweetable headlines
    • Connecting SEO and PR
    • Tactics: Using anchor text effectively
      • Link to different – and relevant URLs – throughout the message.
        • Don’t link everything to your homepage.
      • Headline – lead – link.
      • Link from keywords (not descriptive or generic language.
        • Linking don’ts:
          • Available in assorted colors
          • Click here for more info
    • A link with purpose!
    • What integration looks like:
      • Significant SEO results from one well crafted press release
      • Increases in both valuable backlinks and Google rankings
    • 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
      • Hundreds of donors, more than half of whom are donating more than the suggested $15.
      • It’s going viral in the equestrian community
      • Peter has been invited to be a blogger for a leading publication
      • Henny’s team are responding to calls for more
    • Hello, brand extension
    • Other Tactics
    • Go where your audience lives
    • Online & Offline Integration
      • Socialize your enterprise
        • Employees make great advocates
        • Start small, but build the processes you need to support social efforts.
        • Identify and develop rapport with bloggers/influencers
      • Optimize your PR strategy
        • Know your organization’s SEO strategy
        • Use that language online (press releases, web site, social)
        • Incorporate keywords offline (media training, interviews
    • Thank you!
      • Find me/follow me/friend me:
      • Twitter: @sarahskerik
      • Facebook.com/sarahskerik
      • Linkedin.com/in/sarahskerik
      • Get this preso on slideshare.net/sarahskerik
      • 201.360.6710