Conversation Marketing for Newspapers

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Fundamentals of conversation and influencer marketing for newspaper professionals. Presented 7/20/09 at Knight Digital Media workshop in Los Angeles.

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Conversation Marketing for Newspapers

  1. 1. Conversation Marketing
  2. 2. AOL Hell Vincent Ferrari June 20 June 21 June 23 June 24 June 26 July 14 Today
  3. 3. Marketing Tactics Source: Elliance, Inc.
  4. 4. What You’re Looking For  Search Visibility  Persistent Links  Content Syndication  Word of Mouth  Targeted Communities  Conversation
  5. 5. People Streams Source: Elliance, Inc.
  6. 6. Life of an Article Source: Elliance, Inc.
  7. 7. Traffic strategies  Link internally  Use consistent domains  Ask for “link love”  Promote outbound links  File a site map  Register on bookmarking sites
  8. 8. Publish Everywhere it Makes Sense
  9. 9. Promote Your Content
  10. 10. Promote Others’ Recommendations
  11. 11. Credibility Through Validation Source: Elliance, Inc.
  12. 12. Choose Appropriate Outlets Source: Elliance, Inc.
  13. 13. Blogs Matter Source: Elliance, Inc.
  14. 14. Engage Popular People
  15. 15. Stream It
  16. 16. The Power of RSS Source: Elliance, Inc.
  17. 17. RSS Is For Machines, Not People
  18. 18. Tracking success  Traffic – unique visitors vs. page views  Technorati rankings  RSS subscriptions  Google linkto: and allinanchor:  De.licio.us and Technorati tags  Trackbacks  WebsiteGrader, Xinu, Compete, Alexa, etc.
  19. 19. Track and Double Down
  20. 20. Use Third-Party Tools
  21. 21. Growth Will be Steady Link Love 14,000 High interest event 12,000 Prominent magazine link Prominent magazine 10,000 mention (no link) 8,000 Prominent blogger link 6,000 4,000 2,000 0 08 08 08 08 09 09 09 09 08 08 08 09 09 09 20 20 20 20 20 20 20 20 20 20 20 20 20 20 40 46 04 10 42 44 48 50 52 02 06 08 12 14 W W W W W W W W W W W W W W
  22. 22. Good and Bad Visibility Source: Elliance, Inc.
  23. 23. Tricks of the trade  Encourage and respond to comments  Comment elsewhere  Report  Serialize  Use themes  Give stuff away  Use Multiple Media
  24. 24. Widgets Extend Reach Twitter – Group text Seekr – Displays Flickr – messaging photos matching Share tags you enter photos from your travels LinkedIn – Contacts Jaxtr – Readers Tag Clouds – network can call you Quick visual map without having of what you write Meetup – your phone about Get number together with others Google Calendar – MyBlogLog – when you’re Technorati Readers engage available – Blog with each other ranking EasyWiFiRadar – Find hot spots
  25. 25. 25% of SEO is On-Page Visible • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  26. 26. 25% On-Page INvisible Description Keywords Alt Images
  27. 27. And 75% is Word-of-Mouth

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