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Module 4:
Social media and PR


                      1
Is your website a billboard?




                               2
Is your website
updated regularly?



                 3
Is your website useful to
  your own employees?




                            4
I don’t know who you are.
I don’t know your company.
I don’t know your company’s
product.
I don’t know what your company
stands for.
I don’t know your company’s
customers.
I don’t know your company’s
record.
I don’t know your company’s
reputation.
Now – what was it you
wanted to sell me?
Moral: Sales start before your
salesman calls…                  5
Google Quotient
• Findability: Can your brand name,
  product or service be found easily?
• Linkability: Are you linking out and being
  linked by others?
• Relevance: Are the search results
  relevant to your potential customers?
• Differentiation: Are the generic searches
  for your product or service rated higher
  than your competitor’s?
                                               6
Search engine results are key
 • 68% click a search result in the 1st page of results
 • 92% will go up to (at most) 3rd page before
   changing query (half will switch after 1st page)
 • 39% believe that the companies whose websites
   are in top search results are the leaders in their
   field.
   Key lesson: If you're not ranking well for your
   desired search terms, brand names and other
   important key words and phrases, you're missing
   out on significant, highly qualified traffic.
Source: iProspect & JupiterResearch, Search Engine User Behaviour
Study on Google, MSN, Yahoo! Users, 2008                            7
British Airways vs Virgin Atlantic:
     A basic search results
           comparison



                                  8
“British Airways” – 1st Page Results
                                                                                 •      www.britishairways.com - Owned
                                                                                 •      www.britishairways.com/travel/home/p
                                                                                        ublic/en_gb - Owned
                                                                                 •      www.baworldcargo.com - Owned
                                                                                 •      www.baworldcargo.com/tracking -
                                                                                        Owned
                                                                                 •      en.wikipedia.org/wiki/British_Airways -
                                                                                        Positive
                                                                                 •      www.britishairwaysjobs.com - Owned
                                                                                 •      www.britishairways.no - Owned
                                                                                 •      www.baa.com - Positive
                                                                                 •      www.oneworld.com/ow/member-
                                                                                        airlines/british-airways - Owned
                                                                                 •      www.baholidays.com/packages/ -
                                                                                        Owned
                                                                                                                           9
Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/
“British Airways:2nd Page Results
                 •   www.foxnews.com/story/0,2933,291
                     304,00.html - Negative
                 •   www.bavirtual.co.uk - Owned
                 •   ocaoimh.ie/tag/british-airways/ -
                     Negative
                 •   www.bafc.co.uk - Owned
                 •   www.londoneye.com - Owned
                 •   www.britishairwaysrfc.co.uk -
                     Owned
                 •   www.topix.net/com/bab - Positive
                 •   www.worldtracer.aero/filedsp/ba.htm
                     - Positive
                 •   www.gbairways.com - Positive
                 •   www.flybmi.com/bmed - Positive

                                                         10
“Virgin Atlantic” – 1st Page Results
                  •   www.virgin-atlantic.com - Owned
                  •   www.virgin.com - Owned
                  •   virgin.com/uk/default.asp - Owned
                  •   en.wikipedia.org/wiki/Virgin_Atlantic_
                      Airways - Positive
                  •   www.virginatlanticglobalflyer.com -
                      Owned
                  •   www.flyingwithoutfear.info - Owned
                  •   www.v-flyer.com - Owned
                  •   www.virginatlanticflights.com -
                      Owned
                  •   gs19.globalsuccessor.com/fe/tpl_virg
                      in01.aps?newms=hm - Owned
                  •   www.airlinequality.com/Forum/vir_atl
                      .htm - Positive
                                                        11
“Virgin Atlantic”: 2nd Page Results
                  •   www.cheapflights.co.uk/airlines/virgi
                      n-atlantic.html - Positive
                  •   www.forbes.com/forbeslife…etc -
                      Positive
                  •   www.forbes.com/forbeslife…etc -
                      Positive
                  •   www.virginatlanticglobalflyer.com/Mi
                      ssionControl/Tracking/ - Owned
                  •   farechase.yahoo.com/airlines/virgin_
                      atlantic-214281 - Positive
                  •   www.engadget.com/2007/01/17…etc
                      - Positive
                  •   www.virginmobile.co.za/…etc -
                      Owned
                  •   www.cheapflights.com/airlines/virgin
                      atlantic.html - Positive
                  •   www.fastcompany.com/…etc -
                      Positive
                  •   www.usatoday.com/…etc - Negative

                                                      12
British Airways vs Virgin Atlantic
         Score: 42/50                          Score: 44/50
•   Own website                     •   Own website
•   Own website                     •   Own website
•   Own website                     •   Own website
•   Own website                     •   Positive: Wikipedia
•   Positive: Wikipedia             •   Own website
•   Own website                     •   Own website
•   Own website                     •   Own website
•   Positive: Airport website       •   Own website
•   Own website                     •   Own website
•   Own website                     •   Positive: Airline review site
•   Negative: News site             •   Positive: Flight deals aggregator
•   Owned                           •   Positive: Magazine site
•   Negative: Blog                  •   Positive: Magazine site
•   Own website                     •   Own website
•   Own website                     •   Positive: Flight deals aggregator
•   Own website                     •   Positive: Gadget news site
•   Positive: News Aggregator       •   Own website
•   Positive: Baggage Tracer        •   Positive: Flights deals aggregator
•   Positive: Travel booking site   •   Positive: Magazine site
•   Positive: Travel booking site   •   Negative: News site                  13
Love vs hate

• “I love British          • “I love Virgin Atlantic” -
  Airways” - 436 results     597 results
• “I hate British          • “I hate Virgin Atlantic” -
  Airways” - 172 results     3 results
  Score: 36 / 50             Score: (49.75 rounded
                             up to) 50 / 50




                                                    14
Fun test: GoogleFight.com




                            15
10 ways to monitor brands for free
1.    Google Alerts: http://www.google.com/alerts, iGoogle
2.    Yahoo Alerts: http://alerts.yahoo.com
3.    Yahoo Pipes: Social media firehose
      http://pipes.yahoo.com/update_maker/social_media_fire_hose
5.    Blogsearch.google.com
6.    Technorati.com
7.    Search.twitter.com
8.    Topsy.com
9.    Socialmention.com
10.   Compete.com
11.   Brand Monitor (http://brandmonitor.thismoment.com)
      Bonus: whostalkin.com, Engag.io
                                                                   16
Fee-based trackers




                     17
Understanding basic terms
•   Hits
•   Pageviews, Impressions
•   Unique visitors
•   Downloads
•   Embeds
•   Timespent
•   Traffic
•   PPC =pay-per-click, CPM =cost-per-1000
•   CPC= cost/click, CPA = cost/action     18
Google PageRank
• PageRank™ is Google's proprietary
  system for ranking web pages.
• Google grades pages from PR 1 to 10
  based on a complex algorithm that takes
  into account the page's content, and the
  number and quality of inbound links.
• The higher the inbound links, the higher in
  the search engine results page (SERP)
  your website/blog will appear after a
  query.
                                            19
Google AdWords

• AdWords is Google's flagship advertising
  product, and main source of revenue.
• AdWords offers pay-per-click (PPC)
  advertising, and site-targeted advertising
  for both text and banner ads.
• Google's text ads are short, consisting of
  one title line and two content text lines.


                                               20
Google AdSense
• Website publishers can earn a portion of
  the ad revenue for placing Google-
  administered text and image ads on their
  sites or blogs.
• The ads generate revenue on a per-click
  basis.
• Google utilizes its search technology to
  serve ads based on website content, the
  user's geographical location, and other
  factors.
                                             21
Search Engine Optimization
• The process of choosing targeted keyword
  phrases related to a site, and ensuring that
  the site ranks higher when those keyword
  phrases are part of a web search.


                            Paid       Paid

                          Organic




                                                 22
Wordtracker
    Free version: http:// freekeywords.wordtracker.com

• Enter in keywords
  and search phrases
• Find relevant terms
• Use for brainstorming
  as well as drilling
  down into specific
  phrases.
• Google Keyword
  suggestion tool:
 http://adwords.google.com/select/KeywordToolExternal
                                                         23
Google AdWords: search results




Exercise: 1. Search for keywords of your product
          2. Who’s advertising your keyword? 24
Google Analytics
• Tracks and generates detailed statistics about visitors to a site.
• Used to optimize AdWords campaigns by analysis of where
  the visitors came from, how long they stayed, their
  geographical position and where exactly visitors click on the
  site.




                                                              25
15 Google tips



                 26
Google search tips
•   Capitalization and quotation marks: Google searches
    are NOT case sensitive. Searches for najib razak, Najib
    Razak, and naJIb rAZak will all return the same results.
    Use “quotes” to include all words. Eg: “a b” “c”
3. Limit to .my sites
    Example 1: killinghall site:com.my
    Example 2: “najib razak” site: gov.my
•   Either OR. If you want to include either this or that in result
    list, use the OR operator (must be upper-case):

    Example: "siti nurhaliza" OR "datuk khalid” site:my
    (Leave out the OR, Google returns pages that include both
    terms)
                                                                27
1. Finding different Filetypes
   Go to Google > Advanced Search.Try finding Acrobat (pdf),
   Powerpoint (ppt), Excel spreadsheet (xls) files on any site.
   Example: site:abc.com filetype:pdf
4. Older stuff
   Try Google Cached or www.archive.org

•   Images: http://images.google.com, reverse image search
    and similar image search (Creative Commons:
    http://search.creativecommons.org/)

•   Google Finance: http://finance.google.com

•   Calculator: Eg: 3200+5000 OR 5% of 3527
                                                           28
1.  Metric converter
    Eg: “233 square feet in square meter”
    or “233 sq ft =? sq m”, “10 acres in hectares”
4. Dictionary, acronym finder
    Eg: define: dodecagon OR define: PCR
6. Currency converter (read disclaimer)
    Eg: currency of Brazil in Malaysian money
    Eg: 3.578 USD in MYR
    Eg: 5.6 million British pounds in MYR
10. Tools: Recipe tip
    Eg: half a cup in teaspoons
•   Weather: Eg: weather Kuala Lumpur
•   Flight details: Eg: MH1133 or AK5369
•   Time: Eg: time London                            29
RSS
• Rich Site Summary/Really Simple Syndication is a
  method to syndicate your web content out to users.
  Using RSS files, you can create a feed that supplies
  headlines, news, blog posts, comments, forum
  threads, photos, audio files, and even video to your
  “subscribers”.

• Subscribers can use a dedicated software called an
  RSS reader or aggregator to “pull in” all their favourite
  web content into one location and scan quickly.
  Current browsers come with integrated RSS readers.

• Users can also use a web-based aggregator to pull-in
  feeds that are constantly updated and view a web
  page of feeds. Eg: Bloglines, Google Reader, Netvibes
                                                              30
Using RSS
1. Monitor News:
http://thestar.com.my/rss/
http://www.cnn.com/services/rss/
http://news.bbc.co.uk/2/hi/help/3223484.stm

2. Monitor Press Releases:
Intel: http://www.intel.com/intel/rss.htm
IBM: http://www-1.ibm.com/services/us/igs/rss/rss.html
Dell: http://www.dell.com/RSS/

3. Monitor Blogs:
http://www.tonyfernandesblog.com/main.php?tempskin=_rss2
http://rockybru.blogspot.com/atom.xml
http://www.kennysia.com/atom.xml
                                                           31
Exercise: Add feed to iGoogle
1. Go to http://www.thestar.com.my/rss




                                         32
2. Right click RSS, copy shortcut (IE) or copy link
location (Firefox), or copy link address(Chrome)




                                               33
3. Open igoogle.com. Click on ADD GADGETS
Top left.




4. Click on “Add feed or gadget” (bottom left) and
paste URL (over http://)




                                                     34
5. Create a dashboard of feeds and
  divide into tabs (topic headers)




     To add a tab, click on down arrow and Add Tab

      You can add up to 9 posts/updates per feed
      and re-arrange pages into 1-column, 2-column
      or 3-column
                                              35
Method B: 1. Clicking on RSS button
                       1. Switch to Google

                       2. Subscribe




                                             36
2. Add to Google homepage




                            37
Bonus: How to Build a Reputation Monitoring
Dashboard: http://tinyurl.com/repboard



Marty Weintraub, http://www.aimclearblog.com




                                               38
New tools:
  1. Social Media Press Release
 New info: 5Ws & 1H
 Validate, qualify, quantify with fact or figures
 Quotes, tweets, status updates
 Links to related info or resource
 Share it: FB, Twitter, Stumbleupon, RSS,
  tagging, commenting etc
 Embed visuals: Photos, logos, audio
 Contact info and boilerplate
(http://www.shiftcomm.com/downloads/smr_v1.5.pdf)
                                               39
40
41
New tools:
2. Social Media News Room




                            42
43
44
Example: http://www.newsroom.firstdirect.com/




                                           45
3. Creative use of tweets




                            46
4. @mention reporters/editors on
          Facebook




                               47
5. Infographics becoming popular

• http://dailyinfographic.com/
• http://www.coolinfographics.com/
• http://www.infographicsshowcase.com/
• http://submitinfographics.com/
• http://www.infographicsarchive.com/
• http://www.visual.ly/
• http://infographicjournal.com/

                                         48
A few words on…
• RSS: Use current, otherwise burn your
  own at Feedburner.com
• Bookmarking and sharing: Use
  Addthis.com or Sharethis.com
• Photos: Print=150 – 300 ppi, online
  72ppi, jpgs.
• Video: Defacto is .flv. Sign up on
  YouTube, embed within your release.
  Online editors are now accepting in
  .wmv or .mov or .mp4                    49
A few words on…
      Managing the Agency
• Communicate your objectives clearly
• Be clear on your expectations from
  them i.e. a strategic partner, an ‘arms &
  legs’ or a press contact
• Agency must provide a detailed plan
  with specifics on how they will take you
  to where you are headed
• Start on project work before signing
  retainer
• Track progress, measure results
                                              50
Managing Expectations in Social media

•   Get everyone on the same page. (In a
    crowded market, less likely to make front
    page, more likely to grow online audience
    organically)
•   Be prepared for consequences (when you
    experiment and try new things)
•   Set realistic goals for social media
    campaigns
•   Under-promise and over-deliver
                                            51
SUMMARY
• Less jargon, hype, keep it simple

• Make information accessible, searchable,
  visual, archivable in multiple formats

• Provide context (but maintain accuracy)

• Embrace social and mobile communities

• Listen, Connect, Add Value, Monitor       52

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04.Social Media and PR

  • 2. Is your website a billboard? 2
  • 3. Is your website updated regularly? 3
  • 4. Is your website useful to your own employees? 4
  • 5. I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now – what was it you wanted to sell me? Moral: Sales start before your salesman calls… 5
  • 6. Google Quotient • Findability: Can your brand name, product or service be found easily? • Linkability: Are you linking out and being linked by others? • Relevance: Are the search results relevant to your potential customers? • Differentiation: Are the generic searches for your product or service rated higher than your competitor’s? 6
  • 7. Search engine results are key • 68% click a search result in the 1st page of results • 92% will go up to (at most) 3rd page before changing query (half will switch after 1st page) • 39% believe that the companies whose websites are in top search results are the leaders in their field. Key lesson: If you're not ranking well for your desired search terms, brand names and other important key words and phrases, you're missing out on significant, highly qualified traffic. Source: iProspect & JupiterResearch, Search Engine User Behaviour Study on Google, MSN, Yahoo! Users, 2008 7
  • 8. British Airways vs Virgin Atlantic: A basic search results comparison 8
  • 9. “British Airways” – 1st Page Results • www.britishairways.com - Owned • www.britishairways.com/travel/home/p ublic/en_gb - Owned • www.baworldcargo.com - Owned • www.baworldcargo.com/tracking - Owned • en.wikipedia.org/wiki/British_Airways - Positive • www.britishairwaysjobs.com - Owned • www.britishairways.no - Owned • www.baa.com - Positive • www.oneworld.com/ow/member- airlines/british-airways - Owned • www.baholidays.com/packages/ - Owned 9 Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/
  • 10. “British Airways:2nd Page Results • www.foxnews.com/story/0,2933,291 304,00.html - Negative • www.bavirtual.co.uk - Owned • ocaoimh.ie/tag/british-airways/ - Negative • www.bafc.co.uk - Owned • www.londoneye.com - Owned • www.britishairwaysrfc.co.uk - Owned • www.topix.net/com/bab - Positive • www.worldtracer.aero/filedsp/ba.htm - Positive • www.gbairways.com - Positive • www.flybmi.com/bmed - Positive 10
  • 11. “Virgin Atlantic” – 1st Page Results • www.virgin-atlantic.com - Owned • www.virgin.com - Owned • virgin.com/uk/default.asp - Owned • en.wikipedia.org/wiki/Virgin_Atlantic_ Airways - Positive • www.virginatlanticglobalflyer.com - Owned • www.flyingwithoutfear.info - Owned • www.v-flyer.com - Owned • www.virginatlanticflights.com - Owned • gs19.globalsuccessor.com/fe/tpl_virg in01.aps?newms=hm - Owned • www.airlinequality.com/Forum/vir_atl .htm - Positive 11
  • 12. “Virgin Atlantic”: 2nd Page Results • www.cheapflights.co.uk/airlines/virgi n-atlantic.html - Positive • www.forbes.com/forbeslife…etc - Positive • www.forbes.com/forbeslife…etc - Positive • www.virginatlanticglobalflyer.com/Mi ssionControl/Tracking/ - Owned • farechase.yahoo.com/airlines/virgin_ atlantic-214281 - Positive • www.engadget.com/2007/01/17…etc - Positive • www.virginmobile.co.za/…etc - Owned • www.cheapflights.com/airlines/virgin atlantic.html - Positive • www.fastcompany.com/…etc - Positive • www.usatoday.com/…etc - Negative 12
  • 13. British Airways vs Virgin Atlantic Score: 42/50 Score: 44/50 • Own website • Own website • Own website • Own website • Own website • Own website • Own website • Positive: Wikipedia • Positive: Wikipedia • Own website • Own website • Own website • Own website • Own website • Positive: Airport website • Own website • Own website • Own website • Own website • Positive: Airline review site • Negative: News site • Positive: Flight deals aggregator • Owned • Positive: Magazine site • Negative: Blog • Positive: Magazine site • Own website • Own website • Own website • Positive: Flight deals aggregator • Own website • Positive: Gadget news site • Positive: News Aggregator • Own website • Positive: Baggage Tracer • Positive: Flights deals aggregator • Positive: Travel booking site • Positive: Magazine site • Positive: Travel booking site • Negative: News site 13
  • 14. Love vs hate • “I love British • “I love Virgin Atlantic” - Airways” - 436 results 597 results • “I hate British • “I hate Virgin Atlantic” - Airways” - 172 results 3 results Score: 36 / 50 Score: (49.75 rounded up to) 50 / 50 14
  • 16. 10 ways to monitor brands for free 1. Google Alerts: http://www.google.com/alerts, iGoogle 2. Yahoo Alerts: http://alerts.yahoo.com 3. Yahoo Pipes: Social media firehose http://pipes.yahoo.com/update_maker/social_media_fire_hose 5. Blogsearch.google.com 6. Technorati.com 7. Search.twitter.com 8. Topsy.com 9. Socialmention.com 10. Compete.com 11. Brand Monitor (http://brandmonitor.thismoment.com) Bonus: whostalkin.com, Engag.io 16
  • 18. Understanding basic terms • Hits • Pageviews, Impressions • Unique visitors • Downloads • Embeds • Timespent • Traffic • PPC =pay-per-click, CPM =cost-per-1000 • CPC= cost/click, CPA = cost/action 18
  • 19. Google PageRank • PageRank™ is Google's proprietary system for ranking web pages. • Google grades pages from PR 1 to 10 based on a complex algorithm that takes into account the page's content, and the number and quality of inbound links. • The higher the inbound links, the higher in the search engine results page (SERP) your website/blog will appear after a query. 19
  • 20. Google AdWords • AdWords is Google's flagship advertising product, and main source of revenue. • AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. • Google's text ads are short, consisting of one title line and two content text lines. 20
  • 21. Google AdSense • Website publishers can earn a portion of the ad revenue for placing Google- administered text and image ads on their sites or blogs. • The ads generate revenue on a per-click basis. • Google utilizes its search technology to serve ads based on website content, the user's geographical location, and other factors. 21
  • 22. Search Engine Optimization • The process of choosing targeted keyword phrases related to a site, and ensuring that the site ranks higher when those keyword phrases are part of a web search. Paid Paid Organic 22
  • 23. Wordtracker Free version: http:// freekeywords.wordtracker.com • Enter in keywords and search phrases • Find relevant terms • Use for brainstorming as well as drilling down into specific phrases. • Google Keyword suggestion tool: http://adwords.google.com/select/KeywordToolExternal 23
  • 24. Google AdWords: search results Exercise: 1. Search for keywords of your product 2. Who’s advertising your keyword? 24
  • 25. Google Analytics • Tracks and generates detailed statistics about visitors to a site. • Used to optimize AdWords campaigns by analysis of where the visitors came from, how long they stayed, their geographical position and where exactly visitors click on the site. 25
  • 27. Google search tips • Capitalization and quotation marks: Google searches are NOT case sensitive. Searches for najib razak, Najib Razak, and naJIb rAZak will all return the same results. Use “quotes” to include all words. Eg: “a b” “c” 3. Limit to .my sites Example 1: killinghall site:com.my Example 2: “najib razak” site: gov.my • Either OR. If you want to include either this or that in result list, use the OR operator (must be upper-case): Example: "siti nurhaliza" OR "datuk khalid” site:my (Leave out the OR, Google returns pages that include both terms) 27
  • 28. 1. Finding different Filetypes Go to Google > Advanced Search.Try finding Acrobat (pdf), Powerpoint (ppt), Excel spreadsheet (xls) files on any site. Example: site:abc.com filetype:pdf 4. Older stuff Try Google Cached or www.archive.org • Images: http://images.google.com, reverse image search and similar image search (Creative Commons: http://search.creativecommons.org/) • Google Finance: http://finance.google.com • Calculator: Eg: 3200+5000 OR 5% of 3527 28
  • 29. 1. Metric converter Eg: “233 square feet in square meter” or “233 sq ft =? sq m”, “10 acres in hectares” 4. Dictionary, acronym finder Eg: define: dodecagon OR define: PCR 6. Currency converter (read disclaimer) Eg: currency of Brazil in Malaysian money Eg: 3.578 USD in MYR Eg: 5.6 million British pounds in MYR 10. Tools: Recipe tip Eg: half a cup in teaspoons • Weather: Eg: weather Kuala Lumpur • Flight details: Eg: MH1133 or AK5369 • Time: Eg: time London 29
  • 30. RSS • Rich Site Summary/Really Simple Syndication is a method to syndicate your web content out to users. Using RSS files, you can create a feed that supplies headlines, news, blog posts, comments, forum threads, photos, audio files, and even video to your “subscribers”. • Subscribers can use a dedicated software called an RSS reader or aggregator to “pull in” all their favourite web content into one location and scan quickly. Current browsers come with integrated RSS readers. • Users can also use a web-based aggregator to pull-in feeds that are constantly updated and view a web page of feeds. Eg: Bloglines, Google Reader, Netvibes 30
  • 31. Using RSS 1. Monitor News: http://thestar.com.my/rss/ http://www.cnn.com/services/rss/ http://news.bbc.co.uk/2/hi/help/3223484.stm 2. Monitor Press Releases: Intel: http://www.intel.com/intel/rss.htm IBM: http://www-1.ibm.com/services/us/igs/rss/rss.html Dell: http://www.dell.com/RSS/ 3. Monitor Blogs: http://www.tonyfernandesblog.com/main.php?tempskin=_rss2 http://rockybru.blogspot.com/atom.xml http://www.kennysia.com/atom.xml 31
  • 32. Exercise: Add feed to iGoogle 1. Go to http://www.thestar.com.my/rss 32
  • 33. 2. Right click RSS, copy shortcut (IE) or copy link location (Firefox), or copy link address(Chrome) 33
  • 34. 3. Open igoogle.com. Click on ADD GADGETS Top left. 4. Click on “Add feed or gadget” (bottom left) and paste URL (over http://) 34
  • 35. 5. Create a dashboard of feeds and divide into tabs (topic headers) To add a tab, click on down arrow and Add Tab You can add up to 9 posts/updates per feed and re-arrange pages into 1-column, 2-column or 3-column 35
  • 36. Method B: 1. Clicking on RSS button 1. Switch to Google 2. Subscribe 36
  • 37. 2. Add to Google homepage 37
  • 38. Bonus: How to Build a Reputation Monitoring Dashboard: http://tinyurl.com/repboard Marty Weintraub, http://www.aimclearblog.com 38
  • 39. New tools: 1. Social Media Press Release  New info: 5Ws & 1H  Validate, qualify, quantify with fact or figures  Quotes, tweets, status updates  Links to related info or resource  Share it: FB, Twitter, Stumbleupon, RSS, tagging, commenting etc  Embed visuals: Photos, logos, audio  Contact info and boilerplate (http://www.shiftcomm.com/downloads/smr_v1.5.pdf) 39
  • 40. 40
  • 41. 41
  • 42. New tools: 2. Social Media News Room 42
  • 43. 43
  • 44. 44
  • 46. 3. Creative use of tweets 46
  • 48. 5. Infographics becoming popular • http://dailyinfographic.com/ • http://www.coolinfographics.com/ • http://www.infographicsshowcase.com/ • http://submitinfographics.com/ • http://www.infographicsarchive.com/ • http://www.visual.ly/ • http://infographicjournal.com/ 48
  • 49. A few words on… • RSS: Use current, otherwise burn your own at Feedburner.com • Bookmarking and sharing: Use Addthis.com or Sharethis.com • Photos: Print=150 – 300 ppi, online 72ppi, jpgs. • Video: Defacto is .flv. Sign up on YouTube, embed within your release. Online editors are now accepting in .wmv or .mov or .mp4 49
  • 50. A few words on… Managing the Agency • Communicate your objectives clearly • Be clear on your expectations from them i.e. a strategic partner, an ‘arms & legs’ or a press contact • Agency must provide a detailed plan with specifics on how they will take you to where you are headed • Start on project work before signing retainer • Track progress, measure results 50
  • 51. Managing Expectations in Social media • Get everyone on the same page. (In a crowded market, less likely to make front page, more likely to grow online audience organically) • Be prepared for consequences (when you experiment and try new things) • Set realistic goals for social media campaigns • Under-promise and over-deliver 51
  • 52. SUMMARY • Less jargon, hype, keep it simple • Make information accessible, searchable, visual, archivable in multiple formats • Provide context (but maintain accuracy) • Embrace social and mobile communities • Listen, Connect, Add Value, Monitor 52

Editor's Notes

  1. 2pm – 4.30pm (inclusive 15 min tea break) MODULE 4: MEDIA RELATIONS AND SOCIAL MEDIA Technical: Social Media Press Release, formatting and readying multimedia material for online media Online Media Room: Links, downloads, RSS feeds, keywords, tagging photos and videos, optimizing for search engines, mobile and tablets. Best practices: Responding to media queries via email, Twitter and Facebook. Pitching online media Face-to-face engagement: Organizing Tweetups, Blogger Meets, Facebook Fan Days. Case study: Online media outreach programme.   EXERCISE 5: Case study analysis: Read, discuss and highlight learning points from case studies provided.
  2. Boilerplate Relevant links: Photos Graphics Audio podcast Video RSS Tagging Share Comments Trackbacks