Creating, Managing and Deploying Content on the Web in a Social World Ted Skinner VP PR Products PR Newswire Lauren Kinelski PR Manager Evian North America

Agenda Overview of Social Media participation Optimizing you content for participation Organizing your content Case study – Evian North America Questions

Overview of Social Media participation

Optimizing you content for participation

Organizing your content

Case study – Evian North America

Questions

What’s on our Mind? PR Professional’s Brain Circa 2009 http://whirledgital.com/2008/11/09/hugh-mcleod-meets-david-brain-the-pro-circa-2009/

Social Media With social media there are more tools than we can possibly imagine, let alone use We have to avoid the urge to use everything that is new and shiny (or on Oprah) It is our job to find out where our core clients are having conversations about us and make our content easy for them to use

With social media there are more tools than we can possibly imagine, let alone use

We have to avoid the urge to use everything that is new and shiny (or on Oprah)

It is our job to find out where our core clients are having conversations about us and make our content easy for them to use

Social Media Can Seem Overwhelming

At its Core, Social Media is People Having conversations … online Your service Your brand Your brand Other brand noise noise

Conversations and Content Isn’t just with journalists anymore Are open (and searchable) We need to provide content that can assist these conversations Content that can be found by those “talking” when they are talking As with any conversation we need to listen as much, if not more, than we talk

Isn’t just with journalists anymore

Are open (and searchable)

We need to provide content that can assist these conversations

Content that can be found by those “talking” when they are talking

As with any conversation we need to listen as much, if not more, than we talk

Reminders Don’t market through all social networks at once Pick and choose those becoming a new communications channel to potential customers Build the customer relationship by communicating directly with them Sharing news, answering questions, clarifying inaccuracies Tie Social Media tactics back to the broader strategy Always consider how a digital or social media tactic supports the broader strategy and provides value. Social media tactics without a purpose are pointless Think strategically Don’t just sell it because it’s “in” - but make sure it’s a fit and have a rationale.

Don’t market through all social networks at once

Pick and choose those becoming a new communications channel to potential customers

Build the customer relationship by communicating directly with them

Sharing news, answering questions, clarifying inaccuracies

Tie Social Media tactics back to the broader strategy

Always consider how a digital or social media tactic supports the broader strategy and provides value. Social media tactics without a purpose are pointless

Think strategically

Don’t just sell it because it’s “in” - but make sure it’s a fit and have a rationale.

Don’t Worry…I Won’t Tell So what are they saying about my brands and services?

Search.twitter.com

Twazzup Adds links, photos and featured tweets

Tweetmeme What content are the conversing about? How old? What categories?

Twitter Stats Twitter users are news junkies 62% access at work 52% aged over 35 1% of users are addicts = 35% of visits January 2009, 735,000 unique visitors accessed the Twitter via mobile phones Thousands of Journalists are on and many more are joining every day

Twitter users are news junkies

62% access at work

52% aged over 35

1% of users are addicts = 35% of visits

January 2009, 735,000 unique visitors accessed the Twitter via mobile phones

Thousands of Journalists are on and many more are joining every day

Online Twitter Journalist Databases

Conversing Brands Build Value Over 500,000 followers listening to your brand @Delloutlet made $1 million during the holidays

Content Best Practices Make your content Accessible SEO, unique URLs, no passwords Make your content Easy To Use Social buttons, embedded Video, photos Make your content Easy to View Push it to them, RSS, email, appropriate Social Networks

Make your content Accessible

SEO, unique URLs, no passwords

Make your content Easy To Use

Social buttons, embedded Video, photos

Make your content Easy to View

Push it to them, RSS, email, appropriate Social Networks

Front End Optimization Choose your keywords wisely Industry keywords by checking competitors, associations and other related material With research – are they searching for you think they are? www.google.com /trends www.google.com/insights/search http:// freekeywords.wordtracker.com /

Choose your keywords wisely

Industry keywords by checking competitors, associations and other related material

With research – are they searching for you think they are?

www.google.com /trends

www.google.com/insights/search

http:// freekeywords.wordtracker.com /

Google Trends

Google Trends

Google Insights

Keyword Finder

How Often Should I Use Them 1.5%-3% Keyword density is optimum That works out to 3 or 4 times for an average 500 word article Use keywords in headline and subheadline Use links (and not just to your pages) Multimedia content

1.5%-3% Keyword density is optimum

That works out to 3 or 4 times for an average 500 word article

Use keywords in headline and subheadline

Use links (and not just to your pages)

Multimedia content

Backend Optimization Make content search engine friendly Use title tags rich in keywords Title tags are important in search engine algorithms Use HTML meta data Automatically populate the title tag with headlines of news Make the URL contain keywords and/or title of the content URL Editor in Content Management System (CMS) allows choice of URL

Make content search engine friendly

Use title tags rich in keywords

Title tags are important in search engine algorithms

Use HTML meta data

Automatically populate the title tag with headlines of news

Make the URL contain keywords and/or title of the content

URL Editor in Content Management System (CMS) allows choice of URL

Title Tag URL has title of news release in it

In HTML It Looks Like This Title and meta data go in the “head” section of the HTML code

CMS – Content Management Systems With a CMS you just worry about the content needed

Social Tags Allow users to engage with your content Free service from “Add This”, “Add To Any” or “Social Marker” Keeps your site up to date with all of the latest social sites Tracking available from Add This (registration) Get more hits and inbound links from your content – Googlejuice!

Allow users to engage with your content

Free service from “Add This”, “Add To Any” or “Social Marker”

Keeps your site up to date with all of the latest social sites

Tracking available from Add This (registration)

Get more hits and inbound links from your content – Googlejuice!

Make Your Content Easy To Get Email sign up RSS Feeds Categorization of your news Make media contacts easy to find Search Make option to search only the media section of your site once they get there, so they don’t get stuck weeding through documentation, technical jargon and support info.

Email sign up

RSS Feeds

Categorization of your news

Make media contacts easy to find

Search

Make option to search only the media section of your site once they get there, so they don’t get stuck weeding through documentation, technical jargon and support info.

RSS or Email RSS feed of news releases by category Or sign up for email updates

Web 2.0 The web is more visual Not just text anymore Video Photos

The web is more visual

Not just text anymore

Video

Photos

Multimedia News Release

Podcasts

Packaged Solutions Many of the best practices in a single place Designed from the ground up for communications professionals Completely hosted software as a service Automatically upgrades to the latest technologies as available Tracking – ROI!

Many of the best practices in a single place

Designed from the ground up for communications professionals

Completely hosted software as a service

Automatically upgrades to the latest technologies as available

Tracking – ROI!

Evian - Before Calls for public relations went to the consumer hotline, the only number published on the website PR calls were delayed No news or press releases on the web site No tracking of activity Media and consumers wanted information, but had to go elsewhere to get it

Calls for public relations went to the consumer hotline, the only number published on the website

PR calls were delayed

No news or press releases on the web site

No tracking of activity

Media and consumers wanted information, but had to go elsewhere to get it

Evian - After Key media contacts displayed on every page News releases automatically post to media room Email and RSS feeds available Tracking! Can make changes 24/7 anywhere with an Internet connection

Key media contacts displayed on every page

News releases automatically post to media room

Email and RSS feeds available

Tracking!

Can make changes 24/7 anywhere with an Internet connection

Initial Results (ROI) July traffic reports yielded 1,351 total individual user sessions November this number had jumped to 2,157 total individual sessions, or an increase of 59%. July’s “average bytes of data transferred per session” was 4 megabytes. In November this number had jumped to 37.54 megabytes, or an increase of over 800%. July’s average “length of session” was 3 minutes and 18 seconds. In November this had jumped to 6 minutes, 3 seconds, an increase of nearly 100%.

July traffic reports yielded 1,351 total individual user sessions

November this number had jumped to 2,157 total individual sessions, or an increase of 59%.

July’s “average bytes of data transferred per session” was 4 megabytes.

In November this number had jumped to 37.54 megabytes, or an increase of over 800%.

July’s average “length of session” was 3 minutes and 18 seconds.

In November this had jumped to 6 minutes, 3 seconds, an increase of nearly 100%.

Initial Results (ROI) Most requested pages within the site below. Main welcome page Main press release page RSS signup page Events page 1,300 individual RSS subscribers to press releases 40 individual email subscribers to press releases Layman’s terms

Most requested pages within the site below.

Main welcome page

Main press release page

RSS signup page

Events page

1,300 individual RSS subscribers to press releases

40 individual email subscribers to press releases Layman’s terms

Key contact information at your fingertips Latest features highlighted Easy sign up

Social Media Ready

Questions? Ted Skinner VP PR Products PR Newswire Lauren Kinelski PR Manager Evian North America