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Online Public Relations Management - Megan Hauer Kacvinsky at eMarketing Techniques Workshop

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Megan Hauer Kacvinsky discusses Online Public Relations Management at the eMarketing Techniques Workshop at Corporate College. Learn more about her firm, Rosetta, at http://www.rosetta.com.

Megan Hauer Kacvinsky discusses Online Public Relations Management at the eMarketing Techniques Workshop at Corporate College. Learn more about her firm, Rosetta, at http://www.rosetta.com.

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Transcript

  • 1. Online Public Relations / Social Media
    • April 1, 2009
  • 2. 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
  • 3. 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)
  • 4. 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
  • 5. Online PR Basics
    • What to be cautious of?
    • Forcing conversations
    • Lack of transparency
    • Only sales-focused messaging
    • Community’s perception
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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!
  • 10. 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
  • 11. 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
  • 12. Online PR Tools
    • Blogging – Title Tags
  • 13. Online PR Tools
    • Blogging – Meta Descriptions
  • 14. Online PR Tools
    • Blogging – Content
  • 15. Online PR Tools
    • Blogging – Headlines <h1> <h2> <h3>
  • 16. Online PR Tools
    • Blogging – Inbound Links
    • Command – link:www.sitename.com
  • 17. 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/
  • 18. Online PR Tool
    • Social Networking Sites
    • Utilize existing social communities to spread awareness of your company or website
    • LinkedIn
    • Facebook
    • Niche communities
  • 19. 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”**
  • 20. 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
  • 21. 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
  • 22. 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