Prsa may 2010

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Presentation from 2010 PRSA Travel & Tourism Conference on integrating SEO, PR and Social Media. Authored by Sarah Skerik, VP Social Media, PR Newswire.

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Prsa may 2010

  1. 1. Optimized PR Integrating search, social media & public relations to increase engagement and drive results Sarah Skerik VP Social Media PR Newswire @sarahskerik #travelprsa
  2. 2. Luck benefits the prepared mind. - Louis Pasteur
  3. 3. Agenda <ul><li>Context </li></ul><ul><ul><li>Why you should bother connecting PR, SEO and social media </li></ul></ul><ul><li>Trends </li></ul><ul><ul><li>Investment in search marketing </li></ul></ul><ul><ul><li>Real time search </li></ul></ul><ul><ul><li>Link diversification </li></ul></ul><ul><li>Case studies </li></ul><ul><ul><li>Connected Content: Roger Smith Hotel </li></ul></ul><ul><ul><li>Connecting Audiences: jetBlue </li></ul></ul><ul><ul><li>Connecting Search & PR: Marriott </li></ul></ul><ul><ul><li>Connected Content, Part 2 : Run Henny Run </li></ul></ul><ul><li>Additional Optimized PR tactics </li></ul>
  4. 4. Why you should bother: some context
  5. 5. 307M unique users 12/09
  6. 6. 9B searches in April
  7. 7. The media relations angle: <ul><li>72% of journalists report a higher workload </li></ul><ul><ul><li>They have a variety of duties beyond main beat, including contributing to an online news section (62%) video (28%), and podcasting (12%). </li></ul></ul><ul><li>Almost 40% of journalists are required to Tweet stories or blog as part of their duties. </li></ul><ul><li>59% of traditional journos author a blog (either for their outlet or personally). </li></ul><ul><ul><li>Blogs are used to augment stories and break news. </li></ul></ul><ul><li>46% of journalists say they sometimes or always use blogs for research purposes ; 33% report using social networks in their research, versus 24% in 2009. </li></ul>
  8. 8. Connected PR: Why it’s a good idea <ul><li>SEO: </li></ul><ul><ul><li>Delivers measurable results </li></ul></ul><ul><ul><li>Connects PR with the business top line </li></ul></ul><ul><ul><li>Ultimately supports your objectives </li></ul></ul><ul><li>Social media: </li></ul><ul><ul><li>The appropriate domain of PR </li></ul></ul><ul><ul><li>Delivers engagement </li></ul></ul><ul><ul><li>Has powerful search benefits </li></ul></ul><ul><li>CROSS POLLINATION </li></ul>Bee courtesy of Discoveryeducation.com
  9. 9. Trends
  10. 10. Marketing is focusing on interactive. 2010 US spend on search marketing: $20B
  11. 11. SEO: location, location, location
  12. 12. Realtime Search: Social results are showcased by search engines
  13. 13. Something else is going on… <ul><li>LINK DIVERSIFICATION </li></ul><ul><li>No number 1 SERP position is guaranteed </li></ul><ul><li>New links are important </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><li>Fresh content </li></ul></ul><ul><li>Imperatives for SEOs and PR pros … </li></ul><ul><li>You need to acquire new links </li></ul><ul><li>Link sources need to be diverse </li></ul>
  14. 14. Case study: Connected Content
  15. 15. Real content, and real connection
  16. 16. … real connections
  17. 17. Telling the stories
  18. 18. Tactic: Create a continuous stream <ul><li>Twitter, Facebook updates and engagement </li></ul><ul><li>Tap your users! </li></ul><ul><ul><li>Display user photos, comments </li></ul></ul><ul><ul><li>Invite their input (contests, reviews) </li></ul></ul><ul><li>All of this equals content (and touch points) even when you don’t have announcements </li></ul>
  19. 19. Results the Roger Smith Hotel team reports: <ul><li>All three revenue streams – room sales, restaurant and events – showing significant increases </li></ul><ul><li>Traffic from search engines is also up significantly </li></ul><ul><li>The whole place is buzzing” which equals more events, more buzz, more events … </li></ul>
  20. 20. Connecting Audiences: The Press Release & the Tweet
  21. 23. Hey, what’s happening?
  22. 24. The results <ul><li>The promo sold out two days early </li></ul><ul><li>#AYCJ was a trending topic within 4-6 hours on Twitter – and stayed there for days </li></ul><ul><ul><li>“ seriously absurd” </li></ul></ul><ul><li>jetBlue pulled a “significant” ad campaign </li></ul><ul><ul><li>“ Advertising would have been pointless. No amount of advertising can trump national news coverage.” </li></ul></ul><ul><li>Visits to the route map on the web site jumped more than 800%. </li></ul>
  23. 25. The approach became a story
  24. 26. Tactics: Socializing press releases <ul><li>Already had Twitter channel cultivated. </li></ul><ul><li>“ Very cognizant” of making press releases easy for bloggers to crib with bite size pieces of information that can stand alone </li></ul><ul><li>Aware of need to offer details for journos who want to analyze, but rip-and-read content for social media. </li></ul><ul><li>Making sure that information is sharable: </li></ul><ul><ul><li>Links share nicely on Facebook </li></ul></ul><ul><ul><li>Tweetable headlines </li></ul></ul>
  25. 27. Connecting SEO and PR
  26. 30. Tactics: Using anchor text effectively <ul><li>Link to different – and relevant URLs – throughout the message. </li></ul><ul><ul><li>Don’t link everything to your homepage. </li></ul></ul><ul><li>Headline – lead – link. </li></ul><ul><li>Link from keywords (not descriptive or generic language. </li></ul><ul><ul><li>Linking don’ts: </li></ul></ul><ul><ul><ul><li>Available in assorted colors </li></ul></ul></ul><ul><ul><ul><li>Click here for more info </li></ul></ul></ul>
  27. 31. A link with purpose!
  28. 32. What integration looks like: <ul><li>Significant SEO results from one well crafted press release </li></ul><ul><li>Increases in both valuable backlinks and Google rankings </li></ul>
  29. 34. RunHennyRun.com a very nic(h)e example
  30. 35. Helmet cam Photo of Peter Atkins on Henry Jota Hampton used with permission of Sarah K. Andrew www.rockandracehorses.com
  31. 36. It started on YouTube
  32. 37. Results <ul><li>Hundreds of donors, more than half of whom are donating more than the suggested $15. </li></ul><ul><li>It’s going viral in the equestrian community </li></ul><ul><li>Peter has been invited to be a blogger for a leading publication </li></ul><ul><li>Henny’s team are responding to calls for more </li></ul>
  33. 38. Hello, brand extension
  34. 39. Other Tactics
  35. 40. Go where your audience lives
  36. 41. Online & Offline Integration <ul><li>Socialize your enterprise </li></ul><ul><ul><li>Employees make great advocates </li></ul></ul><ul><ul><li>Start small, but build the processes you need to support social efforts. </li></ul></ul><ul><ul><li>Identify and develop rapport with bloggers/influencers </li></ul></ul><ul><li>Optimize your PR strategy </li></ul><ul><ul><li>Know your organization’s SEO strategy </li></ul></ul><ul><ul><li>Use that language online (press releases, web site, social) </li></ul></ul><ul><ul><li>Incorporate keywords offline (media training, interviews </li></ul></ul>
  37. 42. Thank you! <ul><li>Find me/follow me/friend me: </li></ul><ul><li>Twitter: @sarahskerik </li></ul><ul><li>Facebook.com/sarahskerik </li></ul><ul><li>Linkedin.com/in/sarahskerik </li></ul><ul><li>Get this preso on slideshare.net/sarahskerik </li></ul><ul><li>201.360.6710 </li></ul>

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