Louise Findlay-Wilson - PR: 30 Online Ideas From The Fresh Business Thinking Online Business Makeover - 12/03/2012

1. PR: 30 ONLINE
IDEAS

2. What is PR?
The planned communication between
an organisation and the audiences
that matter to it, driving the audiences
to behave in a certain way

3. Let’s Go Back in Time

4. In the Old Days
Media relations, events, market reports, printed
newsletters, awards..
Benefits Being…
• Impartial third party endorsement
• Brand or product awareness
• Authority
• Personality
• Winning hearts and minds

5. Measurement
• Column inches?
• Quality and scale of coverage?
• Sales?

6. Back to Today…

7. PR = Most Powerful
Marketing today is ALL about
content & conversations

8. More Interlinking Tools

9. …everything is amplified,
no effort is wasted
AND the benefits are measurable!

10. PR today delivers
 All the benefits of the old days PLUS...
 Improved SEO
 Relevant traffic directly to your site
 Web content
 Other content ideas
 Product and service ideas
 Database expansion
 More, deeper, direct relationships for less
 Massive economies

11. 30 IDEAS

12. Generate masses of relevant traffic
Key words
• Find your niches
• What’s your traffic searching for?
• What are the battles you can win
that are worth winning?
News
• Keyword optimise your news releases
• Build in relevant links to your website
• ‘Sell’ your news into key media

13. Example

14. Enhance website
• Use same approach creating keyword rich landing pages
• Re-use press materials
• Use extracts in blogs
• Tweet about elements
• Share on Facebook
• Use as basis for LinkedIn discussions

15. Example

16. Build authority and database
e.g. Reports, how to’s, white papers
 Promote in the media
 Load as presentations on slideshare
 Share, tweet, use as basis of LinkedIn discussions
 Host on site
 Downloadable with datacapture

17. Example

18. More media opportunities
Twitter:
• Follow your key media
• Put them into a private list & monitor their tweets
• Spot opportunities & build relationships

19. #journorequest

20. Create content
E.g. Guides
• Ask people on twitter
for their top tips
• When the guide’s
ready, promote it on
twitter
• Share some of the
content as tips on
twitter

21. Create content
Or via LinkedIn:
• Ask people in a group for their top tips
• Pull together into a branded mini guide
• Host it online
• Credit all contributors
• When it’s ready tell the group
• Contributors will share!

22. Run quick polls on LinkedIn
• Post a poll
• Ask everyone you know to take part
• Promote it in Groups
• Tweet about it
• Then use the findings in your PR!

23. Survey Monkey Research
• Identify areas that need
researching
• Drive people to your
online survey

24. Keep on top of the media agenda:
Google alerts

25. Boost your events
• Ask for topics you should be
covering or content to share
• Promote event on twitter
and give it a hashtag
• During the event, use twitter
to identify topics for Q&A
sessions
• Use existing hashtags to
promote your presence
• Identify contacts & meet

26. Connect without events
Linkedin group
• Don’t let in competitors
• Promote on twitter and
Linkedin
• Have initiatives,
discussions, promotions

27. Drive Action

28. Drive Interaction

29. Dovetail into sales
• Have a catalogue? Get people to
tweet a photo of them with the
catalogue to get a prize
• “@ethicalstore is offering the first
person who tweets a picture of
themselves with their new
#catalogue, £10 to spend”
• Have a special code available to
twitter followers which unlocks a
discount on your e-commerce site

30. Demonstrate expertise
• Create content that can be
easily shared
• How tos on YouTube
• Slideshare
• Also host on site
• Tweet about them
• Tweet tips
• Answer questions on
LinkedIn

31. Demonstrate your products

32. Third party endorsement on steroids!
Traditional Media
• Still have editorial
• But can now share
the exposure

33. Third party endorsement on steroids!
New Media
• Encourage the
audience to talk
and share

34. Third party endorsement on steroids!
Bloggers
• Treat like
journalists
• Respect them
• Review product
• Come to events
• Input into your
development
• Guest blog on
your site

35. Measurement
• Forget just column inches…you
can now measure PR’s
contribution
 Database additions
 Followers, sharers
 Web traffic
 Time on site
 See what’s working
 Put a value on your activity

36. Google Analytics

37. Hootsuite

38. How about this?

39. Energy PR
www.energypr.co.uk
+44 (0) 1993 823011
@EnergyPR
@louisefw
Thank you
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