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Screw Link Building, It’s
 Relationship Building
 Katherine Watier
 VP, Online Strategy and Market Insights




Chicago | November 12–16
Chicago | November 12–16, 2012 | #SESCHI




• Slide text. The leading search marketing conference in Europe and continues to get bigger and
  better year-on-year. Bringing together the industry's brightest minds and most seasoned
  practitioners.

• Learn how to optimise your web site for the most efficient crawling and indexing. Use keyword
  analysis to discover top converting words and phrases for optimum conversion.

• Make link building for super ranking at the major search engines second nature. Tackle local,
  mobile, video, analytics and social media like a marketing Ninja. In fact, become your own
  leading search marketing expert.

• And while you're at it, network and mix with your peers and the leading vendors and suppliers
  in the industry.

• Optimise and rank better with pay-per-click campaigns. Learn how search engines rank web
  pages and optimise yours.




                                                                                          @kwatier
Chicago | November 12–16, 2012 | #SESCHI




Ketchum’s Online Strategy Approach to Pitching

• We   pivot the pitch
• We   personalize based on previous conversations, online data
• We   test subject lines
• We   use campaign tracking to track open rates
• We   ask for and love social shares
• We   are not a traditional search firm or PR firm
Chicago | November 12–16, 2012 | #SESCHI



Why? Because we are afraid of this:
Chicago | November 12–16, 2012 | #SESCHI




Online Pitching

     =
 Link Building
Chicago | November 12–16, 2012 | #SESCHI




Online Strategy’s Online Pitching Work
Our world is chaotic:
•   Client projects are different
•   Each client has a different account person who talks to the
    client directly (we often do not)
•   Some are long term projects, some are short
•   Our team does the measuring
•   Executing plan can happen quickly
This is why we need a relationship management/link building
tool. We picked BuzzStream.
Chicago | November 12–16, 2012 | #SESCHI



Coordinating Multiple Clients and Teams
• We    often have to create new niche lists quickly
• Spreadsheets    were not working – out of date, not sharing of
 conversations
• Traditional
           media databases don’t have good blogger info and
 don’t measure mozRank
• Backlink checking   was too time consuming
• We    need to save time (and our clients $)
• Our   solution: BuzzStream
Chicago | November 12–16, 2012 | #SESCHI




Customizing BuzzStream
•   We broke the tool
•   We created a taxonomy of custom
    pitch topics (almost 500 categories)
    using custom fields for links
Chicago | November 12–16, 2012 | #SESCHI




Having Conversations with our Link Prospects
•   Every pitch is personalized with intel hand added to the
    database, or correspondences from previous pitches
•   BuzzStream collects contact and social media profile intel
    that is also added into the pitch requests
Chicago | November 12–16, 2012 | #SESCHI



Full Circle Relationship Building
Profile: Dr. Steven Chen, 39
San Francisco Provider in Planning Stage




                                                         10                      10
Chicago | November 12–16, 2012 | #SESCHI




Engaging Contacts on Multiple Platforms
• We    spend quite a bit of time mining the data
•   We grab new links found by BuzzStream, research the contact
    and often ask them to join client’s social media properties and
    blogs to develop an even closer relationship
•   Often we outreach based on RSS feed activity
•   Twice a month we use our database to find opportunities to
    deepen relationships or follow up on link building pitches
Chicago | November 12–16, 2012 | #SESCHI



Utilizing LinkedIn
•   Content generation for
    group, posted by client
•   Client also re-posts on
    other LinkedIn groups we
    target
•   We provide new lists of
    potential group members
    for her to upload regularly
•   We use LinkedIn to find
    social media engaged
    doctors for future pitches
Chicago | November 12–16, 2012 | #SESCHI



Full Circle Relationship Building
• We  use ONC’s Twitter handle and LinkedIn group to identify
 influencers in those spaces
• We build relationships with influencers and target them with
 pitches based on their interests
• Linkbuilding from provider association
 sites to HealthIT.gov
• Creation
         of LinkedIn group for HHS
 ONC to encourage conversation
• Relationship   building with providers
Chicago | November 12–16, 2012 | #SESCHI



Case Study: Pitching via email and phone
Pitching Timeline:
•   Ketchum team pitched via email on a Friday
•   Mr. Mearian followed up that day confirming interest
•   Ketchum team followed up on Wed of next week via email to
    confirm interest
•   Mr. Mearian emailed and called our team that day
    confirming interest
•   We pitched the story via phone
•   Story was covered that day
•   Thank you email follow up that evening
Chicago | November 12–16, 2012 | #SESCHI


Example: Lucas Mearian
Computer World – Article & Tweet
Chicago | November 12–16, 2012 | #SESCHI



Importance of Face to Face Interactions
                 •   Pitched Mom It Forward (MIF) Blogger a
                     story, did not hear back
                 •   Met MIF blogger in person, discussed why
                     she had not picked up the story, and what
                     she looks for in a pitch
                 •   MIF blogger provided advice on best
                     practices for subject line, content, etc
                 •   Invited MIF blogger to attend Ketchum
                     event for DC Week
                 •   Continued relationship via email
                 •   Pitched IBM story for IBM 5 in 5
                 •   Worked with mommy blogger to write
                     lifestyle feature story
Chicago | November 12–16, 2012 | #SESCHI




Pick
         In many cases, a combination of
up the   emailing and speaking over the
Phone!   phone led to links & better stories
Chicago | November 12–16, 2012 | #SESCHI



We Ask: What do you want from us?
• Sometimes its easier to just ask the bloggers/major media
 publications what they want in a pitch instead of guessing
• We interview contacts at major publications and now have
 targeted tips of how to pitch:




• Ketchum   blog post…
Chicago | November 12–16, 2012 | #SESCHI



Case Study:
Pitching that resulted in social shares
Assignment: Pitch testimonial about
young mom and survivor of cancer who
use electronic health records to niche
cancer bloggers
    •   We identified the blog Stupid Cancer as major
        influencer in this space. They are the self
        proclaimed “voice of young adult cancer”
    •   Stupid Cancer reaches a huge audience via
        their social media platforms
          –   47,184 Facebook Likes
          –   12,681 Twitter Followers

•   In pitch, asked that they share link via
    Facebook and Twitter
Chicago | November 12–16, 2012 | #SESCHI


Stupid Cancer – Facebook Post & Tweet
Chicago | November 12–16, 2012 | #SESCHI


Case Study:
HHS/ONC maintenance link building
•   Site transitioning from old to new, we outreached to all
    webmasters that linked to the old site asking them to change
    their links
•   We received these responses:


“I would like to thank you for         “Wow! That is thorough
letting us know about the              follow-up! We will update.
upcoming change. This is               Thanks for making it so
probably the first time that we        easy for us. I am
have been notified in advance of       impressed!” mozRank: 5.53
a change in a URL. It is greatly
appreciated!” mozRank: 4.72
Chicago | November 12–16, 2012 | #SESCHI



Using Pinterest to Pitch Prospects
Challenge:
•   Pitched infographic to food
    bloggers, but they did not
    want to publish on their
    blog
Solution:
•   We identified food
    bloggers that also had
                                  Hi, Rachel
    Pinterest boards
                                  Thanks for the information. While I won't
•   Pitched food bloggers to      be able to integrate this into my blog, I did
                                  add it to one of my boards on Pinterest!
    share this infographic via    Thanks again. And happy Valentine's Day!
    their Pinterest board         Jennifer
Chicago | November 12–16, 2012 | #SESCHI



Tracking Pitching Successes
We use a combination of:
•   BuzzStream:
     –   BCC stores all emails in the database
     –   Relationship status changes once email is sent and backlink finds a link.
•   GA Campaign tracking:
     –   Because we use @ketchum.com email addresses,
         it helps track email click through rate.
•   Open Site Explorer &
    Google/Bing Webmaster Tools
     •   Use often to find backlinks from
         particular web properties
•   Traditional media monitoring
•   Bitly
Chicago | November 12–16, 2012 | #SESCHI



Clear Takeaways
•   Hoard data about your prospects and automate data
    collection when necessary
•   Track all conversations and use to leverage for each pitch
•   Don’t be afraid to pick up the phone, ask the blogger
    questions, interview them about what information they would
    like to share
•   Ensure that all prospects are invited to follow on social and
    are asked to share on social
Contact
         Katherine Watier
         VP, Online Strategy and Market Insights
         Ketchum | 202-729-8355 | @kwatier
         www.linkedin.com/in/katherinewatier
         gplus.to/katherinewatier
         katherine.watier@ketchum.com
         www.ketchum.com




Chicago | November 12–16

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SES Chicago Presentation - Relationship Building

  • 1. Screw Link Building, It’s Relationship Building Katherine Watier VP, Online Strategy and Market Insights Chicago | November 12–16
  • 2. Chicago | November 12–16, 2012 | #SESCHI • Slide text. The leading search marketing conference in Europe and continues to get bigger and better year-on-year. Bringing together the industry's brightest minds and most seasoned practitioners. • Learn how to optimise your web site for the most efficient crawling and indexing. Use keyword analysis to discover top converting words and phrases for optimum conversion. • Make link building for super ranking at the major search engines second nature. Tackle local, mobile, video, analytics and social media like a marketing Ninja. In fact, become your own leading search marketing expert. • And while you're at it, network and mix with your peers and the leading vendors and suppliers in the industry. • Optimise and rank better with pay-per-click campaigns. Learn how search engines rank web pages and optimise yours. @kwatier
  • 3. Chicago | November 12–16, 2012 | #SESCHI Ketchum’s Online Strategy Approach to Pitching • We pivot the pitch • We personalize based on previous conversations, online data • We test subject lines • We use campaign tracking to track open rates • We ask for and love social shares • We are not a traditional search firm or PR firm
  • 4. Chicago | November 12–16, 2012 | #SESCHI Why? Because we are afraid of this:
  • 5. Chicago | November 12–16, 2012 | #SESCHI Online Pitching = Link Building
  • 6. Chicago | November 12–16, 2012 | #SESCHI Online Strategy’s Online Pitching Work Our world is chaotic: • Client projects are different • Each client has a different account person who talks to the client directly (we often do not) • Some are long term projects, some are short • Our team does the measuring • Executing plan can happen quickly This is why we need a relationship management/link building tool. We picked BuzzStream.
  • 7. Chicago | November 12–16, 2012 | #SESCHI Coordinating Multiple Clients and Teams • We often have to create new niche lists quickly • Spreadsheets were not working – out of date, not sharing of conversations • Traditional media databases don’t have good blogger info and don’t measure mozRank • Backlink checking was too time consuming • We need to save time (and our clients $) • Our solution: BuzzStream
  • 8. Chicago | November 12–16, 2012 | #SESCHI Customizing BuzzStream • We broke the tool • We created a taxonomy of custom pitch topics (almost 500 categories) using custom fields for links
  • 9. Chicago | November 12–16, 2012 | #SESCHI Having Conversations with our Link Prospects • Every pitch is personalized with intel hand added to the database, or correspondences from previous pitches • BuzzStream collects contact and social media profile intel that is also added into the pitch requests
  • 10. Chicago | November 12–16, 2012 | #SESCHI Full Circle Relationship Building Profile: Dr. Steven Chen, 39 San Francisco Provider in Planning Stage 10 10
  • 11. Chicago | November 12–16, 2012 | #SESCHI Engaging Contacts on Multiple Platforms • We spend quite a bit of time mining the data • We grab new links found by BuzzStream, research the contact and often ask them to join client’s social media properties and blogs to develop an even closer relationship • Often we outreach based on RSS feed activity • Twice a month we use our database to find opportunities to deepen relationships or follow up on link building pitches
  • 12. Chicago | November 12–16, 2012 | #SESCHI Utilizing LinkedIn • Content generation for group, posted by client • Client also re-posts on other LinkedIn groups we target • We provide new lists of potential group members for her to upload regularly • We use LinkedIn to find social media engaged doctors for future pitches
  • 13. Chicago | November 12–16, 2012 | #SESCHI Full Circle Relationship Building • We use ONC’s Twitter handle and LinkedIn group to identify influencers in those spaces • We build relationships with influencers and target them with pitches based on their interests • Linkbuilding from provider association sites to HealthIT.gov • Creation of LinkedIn group for HHS ONC to encourage conversation • Relationship building with providers
  • 14. Chicago | November 12–16, 2012 | #SESCHI Case Study: Pitching via email and phone Pitching Timeline: • Ketchum team pitched via email on a Friday • Mr. Mearian followed up that day confirming interest • Ketchum team followed up on Wed of next week via email to confirm interest • Mr. Mearian emailed and called our team that day confirming interest • We pitched the story via phone • Story was covered that day • Thank you email follow up that evening
  • 15. Chicago | November 12–16, 2012 | #SESCHI Example: Lucas Mearian Computer World – Article & Tweet
  • 16. Chicago | November 12–16, 2012 | #SESCHI Importance of Face to Face Interactions • Pitched Mom It Forward (MIF) Blogger a story, did not hear back • Met MIF blogger in person, discussed why she had not picked up the story, and what she looks for in a pitch • MIF blogger provided advice on best practices for subject line, content, etc • Invited MIF blogger to attend Ketchum event for DC Week • Continued relationship via email • Pitched IBM story for IBM 5 in 5 • Worked with mommy blogger to write lifestyle feature story
  • 17. Chicago | November 12–16, 2012 | #SESCHI Pick In many cases, a combination of up the emailing and speaking over the Phone! phone led to links & better stories
  • 18. Chicago | November 12–16, 2012 | #SESCHI We Ask: What do you want from us? • Sometimes its easier to just ask the bloggers/major media publications what they want in a pitch instead of guessing • We interview contacts at major publications and now have targeted tips of how to pitch: • Ketchum blog post…
  • 19. Chicago | November 12–16, 2012 | #SESCHI Case Study: Pitching that resulted in social shares Assignment: Pitch testimonial about young mom and survivor of cancer who use electronic health records to niche cancer bloggers • We identified the blog Stupid Cancer as major influencer in this space. They are the self proclaimed “voice of young adult cancer” • Stupid Cancer reaches a huge audience via their social media platforms – 47,184 Facebook Likes – 12,681 Twitter Followers • In pitch, asked that they share link via Facebook and Twitter
  • 20. Chicago | November 12–16, 2012 | #SESCHI Stupid Cancer – Facebook Post & Tweet
  • 21. Chicago | November 12–16, 2012 | #SESCHI Case Study: HHS/ONC maintenance link building • Site transitioning from old to new, we outreached to all webmasters that linked to the old site asking them to change their links • We received these responses: “I would like to thank you for “Wow! That is thorough letting us know about the follow-up! We will update. upcoming change. This is Thanks for making it so probably the first time that we easy for us. I am have been notified in advance of impressed!” mozRank: 5.53 a change in a URL. It is greatly appreciated!” mozRank: 4.72
  • 22. Chicago | November 12–16, 2012 | #SESCHI Using Pinterest to Pitch Prospects Challenge: • Pitched infographic to food bloggers, but they did not want to publish on their blog Solution: • We identified food bloggers that also had Hi, Rachel Pinterest boards Thanks for the information. While I won't • Pitched food bloggers to be able to integrate this into my blog, I did add it to one of my boards on Pinterest! share this infographic via Thanks again. And happy Valentine's Day! their Pinterest board Jennifer
  • 23. Chicago | November 12–16, 2012 | #SESCHI Tracking Pitching Successes We use a combination of: • BuzzStream: – BCC stores all emails in the database – Relationship status changes once email is sent and backlink finds a link. • GA Campaign tracking: – Because we use @ketchum.com email addresses, it helps track email click through rate. • Open Site Explorer & Google/Bing Webmaster Tools • Use often to find backlinks from particular web properties • Traditional media monitoring • Bitly
  • 24. Chicago | November 12–16, 2012 | #SESCHI Clear Takeaways • Hoard data about your prospects and automate data collection when necessary • Track all conversations and use to leverage for each pitch • Don’t be afraid to pick up the phone, ask the blogger questions, interview them about what information they would like to share • Ensure that all prospects are invited to follow on social and are asked to share on social
  • 25. Contact Katherine Watier VP, Online Strategy and Market Insights Ketchum | 202-729-8355 | @kwatier www.linkedin.com/in/katherinewatier gplus.to/katherinewatier katherine.watier@ketchum.com www.ketchum.com Chicago | November 12–16

Editor's Notes

  1. Can assign tasksWe don’t use the tool out of boxWe created a taxonomy of custom pitch topics (almost 500 categories) and created custom fields for links.When a link gets added, it is tagged with a custom field and notes are added to each contact.
  2. This slide demonstrates what a local provider – in this case Dr. Chen in San Francisco – will see and hear in his community regarding EHRs and HIT.*Scraping Twitter to find LinkedIn participants
  3. Mashable: In the pitch letter, the subject line should showcase the infographic’s most jarring fact
  4. Pitching that Resulted in Social Shares