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Creating, Managing and Deploying Content on the Web in a Social World Ted Skinner VP PR Products PR Newswire Lauren Kinelski PR Manager Evian North America

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Agenda <ul><li>Overview of Social Media participation </li></ul><ul><li>Optimizing you content for participation </li></ul><ul><li>Organizing your content </li></ul><ul><li>Case study – Evian North America </li></ul><ul><li>Questions </li></ul>

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What’s on our Mind? PR Professional’s Brain Circa 2009 http://whirledgital.com/2008/11/09/hugh-mcleod-meets-david-brain-the-pro-circa-2009/

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Social Media <ul><li>With social media there are more tools than we can possibly imagine, let alone use </li></ul><ul><li>We have to avoid the urge to use everything that is new and shiny (or on Oprah) </li></ul><ul><li>It is our job to find out where our core clients are having conversations about us and make our content easy for them to use </li></ul>

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Social Media Can Seem Overwhelming

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At its Core, Social Media is People Having conversations … online Your service Your brand Your brand Other brand noise noise

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Conversations and Content <ul><li>Isn’t just with journalists anymore </li></ul><ul><li>Are open (and searchable) </li></ul><ul><li>We need to provide content that can assist these conversations </li></ul><ul><li>Content that can be found by those “talking” when they are talking </li></ul><ul><li>As with any conversation we need to listen as much, if not more, than we talk </li></ul>

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Reminders <ul><li>Don’t market through all social networks at once </li></ul><ul><ul><li>Pick and choose those becoming a new communications channel to potential customers </li></ul></ul><ul><li>Build the customer relationship by communicating directly with them </li></ul><ul><ul><li>Sharing news, answering questions, clarifying inaccuracies </li></ul></ul><ul><li>Tie Social Media tactics back to the broader strategy </li></ul><ul><ul><li>Always consider how a digital or social media tactic supports the broader strategy and provides value. Social media tactics without a purpose are pointless </li></ul></ul><ul><li>Think strategically </li></ul><ul><ul><li>Don’t just sell it because it’s “in” - but make sure it’s a fit and have a rationale. </li></ul></ul>

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Don’t Worry…I Won’t Tell So what are they saying about my brands and services?

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Search.twitter.com

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Twazzup Adds links, photos and featured tweets

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Tweetmeme What content are the conversing about? How old? What categories?

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Twitter Stats <ul><li>Twitter users are news junkies </li></ul><ul><li>62% access at work </li></ul><ul><li>52% aged over 35 </li></ul><ul><li>1% of users are addicts = 35% of visits </li></ul><ul><li>January 2009, 735,000 unique visitors accessed the Twitter via mobile phones </li></ul><ul><li>Thousands of Journalists are on and many more are joining every day </li></ul>

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Online Twitter Journalist Databases

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Conversing Brands Build Value Over 500,000 followers listening to your brand @Delloutlet made $1 million during the holidays

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Content Best Practices <ul><li>Make your content Accessible </li></ul><ul><ul><li>SEO, unique URLs, no passwords </li></ul></ul><ul><li>Make your content Easy To Use </li></ul><ul><ul><li>Social buttons, embedded Video, photos </li></ul></ul><ul><li>Make your content Easy to View </li></ul><ul><ul><li>Push it to them, RSS, email, appropriate Social Networks </li></ul></ul>

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Front End Optimization <ul><li>Choose your keywords wisely </li></ul><ul><ul><li>Industry keywords by checking competitors, associations and other related material </li></ul></ul><ul><ul><li>With research – are they searching for you think they are? </li></ul></ul><ul><ul><ul><li>www.google.com /trends </li></ul></ul></ul><ul><ul><ul><li>www.google.com/insights/search </li></ul></ul></ul><ul><ul><ul><li>http:// freekeywords.wordtracker.com / </li></ul></ul></ul>

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Google Trends

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Google Trends

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Google Insights

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Keyword Finder

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How Often Should I Use Them <ul><li>1.5%-3% Keyword density is optimum </li></ul><ul><ul><li>That works out to 3 or 4 times for an average 500 word article </li></ul></ul><ul><li>Use keywords in headline and subheadline </li></ul><ul><li>Use links (and not just to your pages) </li></ul><ul><li>Multimedia content </li></ul>

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Backend Optimization <ul><li>Make content search engine friendly </li></ul><ul><li>Use title tags rich in keywords </li></ul><ul><ul><li>Title tags are important in search engine algorithms </li></ul></ul><ul><li>Use HTML meta data </li></ul><ul><li>Automatically populate the title tag with headlines of news </li></ul><ul><li>Make the URL contain keywords and/or title of the content </li></ul><ul><ul><li>URL Editor in Content Management System (CMS) allows choice of URL </li></ul></ul>

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Title Tag URL has title of news release in it

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In HTML It Looks Like This Title and meta data go in the “head” section of the HTML code

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CMS – Content Management Systems With a CMS you just worry about the content needed

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Social Tags <ul><li>Allow users to engage with your content </li></ul><ul><li>Free service from “Add This”, “Add To Any” or “Social Marker” </li></ul><ul><ul><li>Keeps your site up to date with all of the latest social sites </li></ul></ul><ul><ul><li>Tracking available from Add This (registration) </li></ul></ul><ul><li>Get more hits and inbound links from your content – Googlejuice! </li></ul>

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Make Your Content Easy To Get <ul><li>Email sign up </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Categorization of your news </li></ul><ul><li>Make media contacts easy to find </li></ul><ul><li>Search </li></ul><ul><ul><li>Make option to search only the media section of your site once they get there, so they don’t get stuck weeding through documentation, technical jargon and support info. </li></ul></ul>

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RSS or Email RSS feed of news releases by category Or sign up for email updates

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Web 2.0 <ul><li>The web is more visual </li></ul><ul><li>Not just text anymore </li></ul><ul><li>Video </li></ul><ul><li>Photos </li></ul>

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Multimedia News Release

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Podcasts

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Packaged Solutions <ul><li>Many of the best practices in a single place </li></ul><ul><li>Designed from the ground up for communications professionals </li></ul><ul><li>Completely hosted software as a service </li></ul><ul><ul><li>Automatically upgrades to the latest technologies as available </li></ul></ul><ul><li>Tracking – ROI! </li></ul>

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Evian - Before <ul><li>Calls for public relations went to the consumer hotline, the only number published on the website </li></ul><ul><ul><li>PR calls were delayed </li></ul></ul><ul><li>No news or press releases on the web site </li></ul><ul><li>No tracking of activity </li></ul><ul><li>Media and consumers wanted information, but had to go elsewhere to get it </li></ul>

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Evian - After <ul><li>Key media contacts displayed on every page </li></ul><ul><li>News releases automatically post to media room </li></ul><ul><li>Email and RSS feeds available </li></ul><ul><li>Tracking! </li></ul><ul><li>Can make changes 24/7 anywhere with an Internet connection </li></ul>

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Initial Results (ROI) <ul><li>July traffic reports yielded 1,351 total individual user sessions </li></ul><ul><ul><li>November this number had jumped to 2,157 total individual sessions, or an increase of 59%. </li></ul></ul><ul><li>July’s “average bytes of data transferred per session” was 4 megabytes. </li></ul><ul><ul><li>In November this number had jumped to 37.54 megabytes, or an increase of over 800%. </li></ul></ul><ul><li>July’s average “length of session” was 3 minutes and 18 seconds. </li></ul><ul><ul><li>In November this had jumped to 6 minutes, 3 seconds, an increase of nearly 100%. </li></ul></ul>

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Initial Results (ROI) <ul><li>Most requested pages within the site below. </li></ul><ul><ul><li>Main welcome page </li></ul></ul><ul><ul><li>Main press release page </li></ul></ul><ul><ul><li>RSS signup page </li></ul></ul><ul><ul><li>Events page </li></ul></ul><ul><li>1,300 individual RSS subscribers to press releases </li></ul><ul><li>40 individual email subscribers to press releases Layman’s terms </li></ul>

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Key contact information at your fingertips Latest features highlighted Easy sign up

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Social Media Ready

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Questions? Ted Skinner VP PR Products PR Newswire Lauren Kinelski PR Manager Evian North America