Online Public Relations / Social Media April 1, 2009

April 1, 2009

Agenda Online PR Basics What’s Changed How Does PR Respond? What to Be Cautious Of? How to Be Successful Online PR Tools Blogging Online PR Distribution Social Networking Sites Twitter Social Bookmarking Other Blogs Questions

Online PR Basics

What’s Changed

How Does PR Respond?

What to Be Cautious Of?

How to Be Successful

Online PR Tools

Blogging

Online PR Distribution

Social Networking Sites

Twitter

Social Bookmarking

Other Blogs

Questions

Online PR Basics What’s changed? Same skills apply but with new tools Internet extends reach, touching media and consumer simultaneously Previously – Influence the influencers (broadcast) Current – Anyone can publish, influence their network (narrowcast)

What’s changed?

Same skills apply but with new tools

Internet extends reach, touching media and consumer simultaneously

Previously – Influence the influencers (broadcast)

Current – Anyone can publish, influence their network (narrowcast)

Online PR Basics How does PR respond? Create participation and build bridges Previously – Messages are pushed downstream Current – People are already talking, PR can be used to strategically enter the dialogue

How does PR respond?

Create participation and build bridges

Previously – Messages are pushed downstream

Current – People are already talking, PR can be used to strategically enter the dialogue

Online PR Basics What to be cautious of? Forcing conversations Lack of transparency Only sales-focused messaging Community’s perception

What to be cautious of?

Forcing conversations

Lack of transparency

Only sales-focused messaging

Community’s perception

Online PR Basics How to be successful? Do your research Listen before joining the conversation Always look to add value Be yourself Don’t over-commit

How to be successful?

Do your research

Listen before joining the conversation

Always look to add value

Be yourself

Don’t over-commit

Agenda Online PR Basics What’s Changed How Does PR Respond? What to Be Cautious Of? How to Be Successful Online PR Tools Blogging Online PR Distribution Social Networking Sites Twitter Social Bookmarking Other Blogs Questions

Online PR Basics

What’s Changed

How Does PR Respond?

What to Be Cautious Of?

How to Be Successful

Online PR Tools

Blogging

Online PR Distribution

Social Networking Sites

Twitter

Social Bookmarking

Other Blogs

Questions

Online PR Tool Blogging Your blog or website can be considered the focal point of your overall online PR campaign Experiment to find your voice Determine appropriate posting frequency Subscribe to other industry and topic related blogs Reach out to other bloggers Use other social media tools to reach your audience

Blogging

Your blog or website can be considered the focal point of your overall online PR campaign

Experiment to find your voice

Determine appropriate posting frequency

Subscribe to other industry and topic related blogs

Reach out to other bloggers

Use other social media tools to reach your audience

Online PR Tool Blogging Blogging software options Two dominant free blogging software programs Blogger WordPress What to look for Ease of use SEO-friendliness Plug-Ins available Read reviews online Type “reviews: blogger vs wordpress” into Google or Yahoo!

Blogging

Blogging software options

Two dominant free blogging software programs

Blogger

WordPress

What to look for

Ease of use

SEO-friendliness

Plug-Ins available

Read reviews online

Type “reviews: blogger vs wordpress” into Google or Yahoo!

Online PR Tool Blogging Determining your target keyword set At the core of factors is your target keyword set, how do you describe your business? Keyword Research Tools Google - https://adwords.google.com/select/KeywordToolExternal Wordtracker - http://freekeywords.wordtracker.com/ Highly competitive vs. niche terms Appropriate number of keywords to target Measuring results RankChecker - http://tools.seobook.com/firefox/rank-checker/ SEO is a like dieting, don’t measure yourself every day Can take awhile to begin noticing results

Blogging

Determining your target keyword set

At the core of factors is your target keyword set, how do you describe your business?

Keyword Research Tools

Google - https://adwords.google.com/select/KeywordToolExternal

Wordtracker - http://freekeywords.wordtracker.com/

Highly competitive vs. niche terms

Appropriate number of keywords to target

Measuring results

RankChecker - http://tools.seobook.com/firefox/rank-checker/

SEO is a like dieting, don’t measure yourself every day

Can take awhile to begin noticing results

Online PR Tool Blogging Writing for the web Search Engine Optimization (SEO) Search Engines review a variety of factors to determine what your website/blog is all about Title tag Meta description Body content Headlines Image tags Inbound links

Blogging

Writing for the web

Search Engine Optimization (SEO)

Search Engines review a variety of factors to determine what your website/blog is all about

Title tag

Meta description

Body content

Headlines

Image tags

Inbound links

Online PR Tools Blogging – Title Tags

Blogging – Title Tags

Online PR Tools Blogging – Meta Descriptions

Blogging – Meta Descriptions

Online PR Tools Blogging – Content

Blogging – Content

Online PR Tools Blogging – Headlines <h1> <h2> <h3>

Blogging – Headlines <h1> <h2> <h3>

Online PR Tools Blogging – Inbound Links Command – link:www.sitename.com

Blogging – Inbound Links

Command – link:www.sitename.com

Online PR Tools Online Press Release Distribution Press release distribution services help spread awareness and generate inbound links Paid PRNewswire MarketWire BusinessWire Free http://mashable.com/2007/10/20/press-releases/

Online Press Release Distribution

Press release distribution services help spread awareness and generate inbound links

Paid

PRNewswire

MarketWire

BusinessWire

Free

http://mashable.com/2007/10/20/press-releases/

Online PR Tool Social Networking Sites Utilize existing social communities to spread awareness of your company or website LinkedIn Facebook Niche communities

Social Networking Sites

Utilize existing social communities to spread awareness of your company or website

LinkedIn

Facebook

Niche communities

Online PR Tools Twitter Microblogging – Get your point across in 140 characters or less; also a community site where you can build relationships **Important to participate “update” and connect “follow”**

Online PR Tool Social Bookmarking Bookmarking occurs in public, allows others to see your “favorites” and you can access your “favorites” from any computer You can bookmark your own pages, but should also bookmark other websites and information you find to be relevant to maintain credibility Technorati Digg StumbleUpon Del.icio.us

Social Bookmarking

Bookmarking occurs in public, allows others to see your “favorites” and you can access your “favorites” from any computer

You can bookmark your own pages, but should also bookmark other websites and information you find to be relevant to maintain credibility

Technorati

Digg

StumbleUpon

Del.icio.us

Online PR Tool Other blogs Commenting on other established, well read blogs can be a great way to piggyback on someone else’s success Leave a link back to your website in your comment, can help with SEO link building activities

Other blogs

Commenting on other established, well read blogs can be a great way to piggyback on someone else’s success

Leave a link back to your website in your comment, can help with SEO link building activities

Agenda Online PR Basics What’s Changed How Does PR Respond? What to Be Cautious Of? How to Be Successful Online PR Tools Blogging Online PR Distribution Social Networking Sites Twitter Social Bookmarking Other Blogs Questions

Online PR Basics

What’s Changed

How Does PR Respond?

What to Be Cautious Of?

How to Be Successful

Online PR Tools

Blogging

Online PR Distribution

Social Networking Sites

Twitter

Social Bookmarking

Other Blogs

Questions