2pm – 4.30pm (inclusive 15 min tea break) MODULE 4: MEDIA RELATIONS AND SOCIAL MEDIA Technical: Social Media Press Release, formatting and readying multimedia material for online media Online Media Room: Links, downloads, RSS feeds, keywords, tagging photos and videos, optimizing for search engines, mobile and tablets. Best practices: Responding to media queries via email, Twitter and Facebook. Pitching online media Face-to-face engagement: Organizing Tweetups, Blogger Meets, Facebook Fan Days. Case study: Online media outreach programme. EXERCISE 5: Case study analysis: Read, discuss and highlight learning points from case studies provided.
5I don’t know who you are.I don’t know your company.I don’t know your company’sproduct.I don’t know what your companystands for.I don’t know your company’scustomers.I don’t know your company’srecord.I don’t know your company’sreputation.Now – what was it youwanted to sell me?Moral: Sales start before yoursalesman calls…
6Google Quotient• Findability: Can your brand name,product or service be found easily?• Linkability: Are you linking out and beinglinked by others?• Relevance: Are the search resultsrelevant to your potential customers?• Differentiation: Are the generic searchesfor your product or service rated higherthan your competitor’s?
7Search engine results are key• 68% click a search result in the 1st page of results• 92% will go up to (at most) 3rd page beforechanging query (half will switch after 1st page)• 39% believe that the companies whose websitesare in top search results are the leaders in theirfield.Key lesson: If youre not ranking well for yourdesired search terms, brand names and otherimportant key words and phrases, youre missingout on significant, highly qualified traffic.Source: iProspect & JupiterResearch, Search Engine User BehaviourStudy on Google, MSN, Yahoo! Users, 2008
8British Airways vs Virgin Atlantic:A basic search resultscomparison
13British Airways vs Virgin Atlantic1. Own website2. Own website3. Own website4. Own website5. Positive: Wikipedia6. Own website7. Own website8. Positive: Airport website9. Own website10. Own website11. Negative: News site12. Owned13. Negative: Blog14. Own website15. Own website16. Own website17. Positive: News Aggregator18. Positive: Baggage Tracer19. Positive: Travel booking site20. Positive: Travel booking site1. Own website2. Own website3. Own website4. Positive: Wikipedia5. Own website6. Own website7. Own website8. Own website9. Own website10. Positive: Airline review site11. Positive: Flight deals aggregator12. Positive: Magazine site13. Positive: Magazine site14. Own website15. Positive: Flight deals aggregator16. Positive: Gadget news site17. Own website18. Positive: Flights deals aggregator19. Positive: Magazine site20. Negative: News siteScore: 42/50 Score: 44/50
14Love vs hate• “I love BritishAirways” - 436 results• “I hate BritishAirways” - 172 resultsScore: 36 / 50• “I love Virgin Atlantic” -597 results• “I hate Virgin Atlantic” -3 resultsScore: (49.75 roundedup to) 50 / 50
19Google PageRank• PageRank™ is Googles proprietarysystem for ranking web pages.• Google grades pages from PR 1 to 10based on a complex algorithm that takesinto account the pages content, and thenumber and quality of inbound links.• The higher the inbound links, the higher inthe search engine results page (SERP)your website/blog will appear after aquery.
20Google AdWords• AdWords is Googles flagship advertisingproduct, and main source of revenue.• AdWords offers pay-per-click (PPC)advertising, and site-targeted advertisingfor both text and banner ads.• Googles text ads are short, consisting ofone title line and two content text lines.
21Google AdSense• Website publishers can earn a portion ofthe ad revenue for placing Google-administered text and image ads on theirsites or blogs.• The ads generate revenue on a per-clickbasis.• Google utilizes its search technology toserve ads based on website content, theusers geographical location, and otherfactors.
22Search Engine Optimization• The process of choosing targeted keywordphrases related to a site, and ensuring thatthe site ranks higher when those keywordphrases are part of a web search.OrganicOrganicPaidPaidPaidPaid
23Wordtracker• Enter in keywordsand search phrases• Find relevant terms• Use for brainstormingas well as drillingdown into specificphrases.• Google Keywordsuggestion tool:Free version: http:// freekeywords.wordtracker.comhttp://adwords.google.com/select/KeywordToolExternal
24Google AdWords: search resultsExercise: 1. Search for keywords of your product2. Who’s advertising your keyword?
25Google Analytics• Tracks and generates detailed statistics about visitors to a site.• Used to optimize AdWords campaigns by analysis of wherethe visitors came from, how long they stayed, theirgeographical position and where exactly visitors click on thesite.
27Google search tips1. Capitalization and quotation marks: Google searchesare NOT case sensitive. Searches for najib razak, NajibRazak, and naJIb rAZak will all return the same results.Use “quotes” to include all words. Eg: “a b” “c”2. Limit to .my sitesExample 1: killinghall site:com.myExample 2: “najib razak” site: gov.my3. Either OR. If you want to include either this or that in resultlist, use the OR operator (must be upper-case):Example: "siti nurhaliza" OR "datuk khalid” site:my(Leave out the OR, Google returns pages that include bothterms)
284. Finding different FiletypesGo to Google > Advanced Search.Try finding Acrobat (pdf),Powerpoint (ppt), Excel spreadsheet (xls) files on any site.Example: site:abc.com filetype:pdf5. Older stuffTry Google Cached or www.archive.org6. Images: http://images.google.com, reverse image searchand similar image search (Creative Commons:http://search.creativecommons.org/)7. Google Finance: http://finance.google.com8. Calculator: Eg: 3200+5000 OR 5% of 3527
299. Metric converterEg: “233 square feet in square meter”or “233 sq ft =? sq m”, “10 acres in hectares”10. Dictionary, acronym finderEg: define: dodecagon OR define: PCR11. Currency converter (read disclaimer)Eg: currency of Brazil in Malaysian moneyEg: 3.578 USD in MYREg: 5.6 million British pounds in MYR12. Tools: Recipe tipEg: half a cup in teaspoons13. Weather: Eg: weather Kuala Lumpur14. Flight details: Eg: MH1133 or AK536915. Time: Eg: time London
30RSS• Rich Site Summary/Really Simple Syndication is amethod to syndicate your web content out to users.Using RSS files, you can create a feed that suppliesheadlines, news, blog posts, comments, forumthreads, photos, audio files, and even video to your“subscribers”.• Subscribers can use a dedicated software called anRSS reader or aggregator to “pull in” all their favouriteweb content into one location and scan quickly.Current browsers come with integrated RSS readers.• Users can also use a web-based aggregator to pull-infeeds that are constantly updated and view a webpage of feeds. Eg: Bloglines, Google Reader, Netvibes
32Exercise: Add feed to iGoogle1. Go to http://www.thestar.com.my/rss
332. Right click RSS, copy shortcut (IE) or copy linklocation (Firefox), or copy link address(Chrome)
343. Open igoogle.com. Click on ADD GADGETSTop left.4. Click on “Add feed or gadget” (bottom left) andpaste URL (over http://)
355. Create a dashboard of feeds anddivide into tabs (topic headers)To add a tab, click on down arrow and Add TabYou can add up to 9 posts/updates per feedand re-arrange pages into 1-column, 2-columnor 3-column
36Method B: 1. Clicking on RSS button1. Switch to Google2. Subscribe
38Marty Weintraub, http://www.aimclearblog.comBonus: How to Build a Reputation MonitoringDashboard: http://tinyurl.com/repboard
39New tools:1. Social Media Press ReleaseNew info: 5Ws & 1HValidate, qualify, quantify with fact or figuresQuotes, tweets, status updatesLinks to related info or resourceShare it: FB, Twitter, Stumbleupon, RSS,tagging, commenting etcEmbed visuals: Photos, logos, audioContact info and boilerplate(http://www.shiftcomm.com/downloads/smr_v1.5.pdf)
48A few words on…• RSS: Use current, otherwise burn yourown at Feedburner.com• Bookmarking and sharing: UseAddthis.com or Sharethis.com• Photos: Print=150 – 300 ppi, online72ppi, jpgs.• Video: Defacto is .flv. Sign up onYouTube, embed within your release.Online editors are now accepting in.wmv or .mov or .mp4
49A few words on…Managing the Agency• Communicate your objectives clearly• Be clear on your expectations fromthem i.e. a strategic partner, an ‘arms &legs’ or a press contact• Agency must provide a detailed planwith specifics on how they will take youto where you are headed• Start on project work before signingretainer• Track progress, measure results
50Managing Expectations in Social media• Get everyone on the same page. (In acrowded market, less likely to make frontpage, more likely to grow online audienceorganically)• Be prepared for consequences (when youexperiment and try new things)• Set realistic goals for social mediacampaigns• Under-promise and over-deliver
51SUMMARY• Less jargon, hype, keep it simple• Make information accessible, searchable,visual, archivable in multiple formats• Provide context (but maintain accuracy)• Embrace social and mobile communities• Listen, Connect, Add Value, Monitor
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