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Creating, Managing And Deploying Content On The Web

This presentation talks about making your content easier to use in the world of Twitter and web 2.0

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Creating, Managing And Deploying Content On The Web

  1. 1. 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
  2. 2. 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>
  3. 3. What’s on our Mind? PR Professional’s Brain Circa 2009
  4. 4. 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>
  5. 5. Social Media Can Seem Overwhelming
  6. 6. At its Core, Social Media is People Having conversations … online Your service Your brand Your brand Other brand noise noise
  7. 7. 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>
  8. 8. 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>
  9. 9. Don’t Worry…I Won’t Tell So what are they saying about my brands and services?
  10. 10.
  11. 11. Twazzup Adds links, photos and featured tweets
  12. 12. Tweetmeme What content are the conversing about? How old? What categories?
  13. 13. 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>
  14. 14. Online Twitter Journalist Databases
  15. 15. Conversing Brands Build Value Over 500,000 followers listening to your brand @Delloutlet made $1 million during the holidays
  16. 17. 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>
  17. 18. 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> /trends </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>http:// / </li></ul></ul></ul>
  18. 19. Google Trends
  19. 20. Google Trends
  20. 21. Google Insights
  21. 22. Keyword Finder
  22. 23. 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>
  23. 24. 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>
  24. 25. Title Tag URL has title of news release in it
  25. 26. In HTML It Looks Like This Title and meta data go in the “head” section of the HTML code
  26. 27. CMS – Content Management Systems With a CMS you just worry about the content needed
  27. 28. 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>
  28. 32. 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>
  29. 33. RSS or Email RSS feed of news releases by category Or sign up for email updates
  30. 34. 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>
  31. 36. Multimedia News Release
  32. 37. Podcasts
  33. 38. 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>
  34. 39. 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>
  35. 40. 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>
  36. 41. 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>
  37. 42. 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>
  38. 43. Key contact information at your fingertips Latest features highlighted Easy sign up
  39. 44. Social Media Ready
  40. 45. Questions? Ted Skinner VP PR Products PR Newswire Lauren Kinelski PR Manager Evian North America