Emarketing Techniques Conference_ Online PR

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Megan Hauer, Director of Digital Media and Content for Optiem discusses Online PR at Corporate College. Brought to you by the Key Entrepreneur Development Center.

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Emarketing Techniques Conference_ Online PR

  1. 1. A presentation to eMarketing Techniques 05.02.08 Online Public Relations
  2. 2. Online PR Basics
  3. 3. <ul><li>What’s the big deal? </li></ul><ul><li>Same skills apply </li></ul><ul><li>Applied with new tools </li></ul>
  4. 4. <ul><li>What’s Changed? </li></ul><ul><li>The internet extends reach </li></ul><ul><li>Touches media and consumers simultaneously </li></ul>
  5. 5. <ul><li>How Influence Happens </li></ul><ul><li>Previously – influence the influencers (broadcast) </li></ul><ul><li>Now – Anyone can publish, influence their network (narrowcast) </li></ul>
  6. 6. <ul><li>How does PR respond? </li></ul><ul><li>Create Participation </li></ul><ul><li>Build bridges </li></ul>
  7. 7. <ul><li>Evolution of Branding </li></ul><ul><li>Before – messages pushed downstream </li></ul><ul><li>Now – people are talking </li></ul><ul><li>Online PR – enters dialogue on the client’s behalf </li></ul>
  8. 8. <ul><li>The Benefits </li></ul><ul><li>Instant customer feedback </li></ul><ul><li>Talk with customers </li></ul><ul><li>The customers talk about the brand </li></ul>
  9. 9. Online PR Tools
  10. 10. <ul><li>Tools: Optimized Press Releases </li></ul><ul><li>Touches media and consumers </li></ul><ul><li>Creates searchable archive (long tail) </li></ul><ul><li>Optimization = right audience finds your release </li></ul><ul><li>Free keyword tools from Wordtracker and Google </li></ul><ul><li>Distribution Channels: PR Newswire , PR Web , Vocus , Business Wire </li></ul>
  11. 12. <ul><li>Tools: Blogger Outreach </li></ul><ul><li>Filter, aggregate </li></ul><ul><li>Create transparency </li></ul><ul><li>Speak passionately </li></ul><ul><li>SME, connectors </li></ul><ul><li>Tracking: Technorati , Blogpulse </li></ul>
  12. 14. <ul><li>Tools: Link Building </li></ul><ul><li>Reciprocal links important to page rank </li></ul><ul><li>Potential for increased inbound traffic </li></ul><ul><li>Builds on other tools: Optimized Press Releases, Blogger Outreach, Social Media, etc. </li></ul><ul><li>“ link:www.yoursitename.com” </li></ul>
  13. 15. <ul><li>Tools: Online Reputation Management </li></ul><ul><li>People talk </li></ul><ul><li>Easily monitored </li></ul><ul><li>Opportunity to influence dialogue positively </li></ul><ul><li>Blog monitoring tools mentioned earlier can be useful </li></ul><ul><li>Also Google alerts and RSS readers </li></ul>
  14. 17. <ul><li>Tools: Social Media </li></ul><ul><li>Operative word is Social </li></ul><ul><li>News, photos, videos, and podcasts </li></ul><ul><li>Voting process to make media items become &quot;popular“ </li></ul><ul><li>Sharing and rating sites like Digg & del.icio.us </li></ul>
  15. 19. <ul><li>Tools: Microsites </li></ul><ul><li>Product launches/promotions </li></ul><ul><li>Push brand barriers w/ unique look and feel </li></ul><ul><li>Steer targeted traffic around new, specific keyword set </li></ul>
  16. 21. <ul><li>Tools: Social Media Newsrooms </li></ul><ul><li>Employs rich media & social tools </li></ul><ul><li>Position clients as thought leaders </li></ul><ul><li>Streamline communication channels </li></ul><ul><li>Foster conversations </li></ul>
  17. 23. <ul><li>Tools: Internal Communications </li></ul><ul><li>Knowledge management </li></ul><ul><li>Wikis </li></ul><ul><li>Creation/digitization of newsletters </li></ul><ul><li>E-books, PDF </li></ul>
  18. 24. <ul><li>Tools: Pay Per Click </li></ul><ul><li>Analytic AND Creative thinking </li></ul><ul><li>Collaborative </li></ul><ul><li>Pushes your story to the top </li></ul>
  19. 26. Questions?

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