This presentation is based on an existing company mainly a business-to-business model. Just recently it acquired a product that allows to tap into the business-to-consumer model. Product names, company name and other potential items are fictitious to keep the identity of this company protected. Company name and products names are changed in this presentation.

1. Social Media Integration Plan
SEO/SEM & Search – Web Presence Optimization
Andrea Berberich
http://seosemadvice.com
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2. Table of Content
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Details in Text
Preparation for Product Announcement
(Blog/RSS/PR)
Creation of Product Announcement
Creation of Social Media Integration

3. Social Media Campaign
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Preparation for Product Announcement (Blog/RSS/PR)
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Creation of Product Announcement
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Upload and optimize Images to Flickr
Upload and optimize Video to YouTube
Upload and optimize PDF to Slideshare
Upload and optimize PODcast on iTunes
Create Blog/RSS/PR
Add Images (insert from Flickr)
Add Video (insert from YouTube)
Add PDF (insert from Slideshare)
Add PODcast icon (insert from iTunes)
Add Customer Testimonials (approved Statements by Customer & Legal)
Creation of Social Media Integration
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Usage of Social Media Aggregators
Usage of Social Media Tools

4. Preparation for Product Announcement
(Blog/RSS/PR)
Photos Upload to Flickr
Video Upload to YouTube
Product Info (WhitePaper, App Notes) Upload to Slideshare
PODcast Upload to iTunes

5. Step two:
Creation of Product Announcement
ert images, Youtube video, PDFs, & PODcast into Blog/RSS/PR)

6. Step three:
Creation of Social Media Integration
and/or
Send
Blog/RSS/PR
announcement
to via email

7. Why Optimizing Press Releases?
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Companies use PR Newswire to build branding and
awareness
Press Releases reach beyond journalists and news
channels
Press Releases carry company news directly to
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Customers
Prospects
Bloggers
End Users (consumers)
http://seosemadvice.com
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8. Why Optimizing Press Releases?
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Press Releases are published and
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Can be found in Search Engines
Make the way through Social Media Channels
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Shared by advocates
Re-shared to potential customers
Links from Partner web sites
Receive comments and feedback
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9. What to do before creating a Press Releases?
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Effective campaigns, product or event announcements is
essential to use the right keywords. These researched
keywords are part of the content in the press
release, web pages, social media and any other assets
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Synchronize with Stakeholder/Product Manager, Corporate & Field
Mktg., Web & SEO Manager to discuss selected keywords and
content strategy
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Incorporate selected keywords in Browser Title, Meta
Description, Headlines and content
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Communicate with the Web & Social Media team and create a
cohesive messaging
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10. What to do before creating a Press Releases?
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Think SEO and consider Mobile
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Is your press release available in all the search engines?
Can it be found in mobile search engines?
Is it readable on any mobile devices?
Can web user link to additional information?
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11. What is Important about Press Releases?
It is all about content
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Important about any Press Releases is content
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Educate your audience and spark a conversation
Report valuable company news and industry specific data
Encourage feedback & re-share activities
Plan & announce follow up Press Releases
Press Release audiences are
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Influencers (bloggers, critics, competitors)
Journalists
Advocates (Endorsers of products & company)
Followers
Partners
Customers & Consumers
http://seosemadvice.com
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12. Press Releases & Digital Marketing
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Press Release need to be engaging not only for the
PR Newswire but also for various different channels
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Social Media channels
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Twitter – create a compelling message in 140 characters or less
and link to the full version of the press release
Optimize Open Graph meta data (when available)
Add hashtags
Social Media Messaging
Create an Infographic version of the press release
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13. Press Releases & Digital Marketing
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Use technologies such as
YouTube, Pinterest, iTunes, Flickr, Slideshare, blog radio, etc. and
share your message in different formats
Share your press release on channels such as
Digg, reddit, Techdirt, wired.com, Slashdot, Techmeme, Ars
Technica & etc.
Share press releases with co-workers & social networks
http://seosemadvice.com
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14. Press Releases & Digital Marketing
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Search
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Have a compelling Browser Title in 60 characters or less not
exceeding 70 characters
Meta Description – create a message in 160 characters or less
and add a CTA (call to action
Cross link to important web pages to further support your press
release
Ask business partners or blog sites to link to the press release with
related information
Link or embed to a video or podcast
Link to important assets such as Infographic, Images & PDFs
Engage with SEM (PPC) to possible run a brief campaign
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15. Thank you!
Reference: Source:
http://searchenginewatch.com/article/2287902/12-Ways-to-Optimize-Press-Releases-Avoid-Google-Penalties
by Lisa Buyer
http://seosemadvice.com
Andrea Berberich
http://seosemadvice.com
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