Lyit online pr (low res) w#3

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Course notes from Certificate in Online Marketing 2010 programme run by Donegal County Enterprise Board

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Lyit online pr (low res) w#3

  1. 1. ONLINE PR & REPUTATION MANAGEMENT by Niall McKeown © 2010 Ion Online Marketing DMI Online PR Background Online Reputation Management Social Media & PR Practical Tips to Create A Successful Online PR Campaign Background DIGITAL footprint shadow voice
  2. 2. DIGITAL footprint shadow voice DIGITAL footprint shadow voice DIGITAL footprint shadow voice
  3. 3. Getting Attention Paying Attention
  4. 4. Not top down It’s bottom up Your Challenge is Story Telling Online Reputation Management
  5. 5. selling
  6. 6. overcoming objections Analyse the level of interactions Check out Google Page Rank www.prchecker.info Review inbound traffic in Google Analytics Create a hit-list and ignore the others Not All Websites Are The Same Practical Online PR
  7. 7. 4% 63% 14% 18% Generic Search Hotel Name BrandTitle Ref & Direct
  8. 8. Web Site and Permission Marketing Viral Marketing Online Brand Management Video/YouTube Channels Blogging Affiliate Marketing Online PR Email Marketing PodcastingSocial Media Mobile Marketing Webinars Pay Per Click Advertising (PPC) Search Engine Optimisation (SEO) Online display advertising Offline Campaigns pushing to online Consolidated reporting www.google.com/agencytoolkit www.google.com/agencytoolkit
  9. 9. The Language We Use The Language We Use Practical Online PR
  10. 10. Practical Online PR www.google.com/insights/search cheap low www.google.com/insights/search www.google.com/insights/search
  11. 11. www.google.com/insights/search www.google.com/adwords 3 Types of PR Campaign Monitoring Publishing Engagement Monitoring
  12. 12. www.google.com/alerts blogsearch.google.com RSS
  13. 13. www.radian6.com
  14. 14. Publishing Identify key publications that influence your audience Create story and supplementary content Create landing pages Encourage outbound ‘SEO’ links Fulfill the customer journey Monitor Goal pages in Google Analytics Publishing Publishing Peer Review Publication Destination Website Goal Page Engagement
  15. 15. Peer Review Publications Social Media Forums Blogs Call-To-Action (offline engagement) Engagement Peer Review Engagement Information Silos of Social Media www.weddingsonline.ie forum
  16. 16. Thought Leadership Blogging The Four Rules of Thumb 1.Technically wrong, address the error 2.If it is a genuine complaint, try to address and get off line 3.The ranting of a mad man, leave it 4.Competitor content, try to gently expose it or leave it Practical
  17. 17. ONLINE PR & REPUTATION MANAGEMENT by Niall McKeown © 2010 Ion Online Marketing

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