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Module 4:
Social media and PR
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Is your website a billboard?
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Is your website
updated regularly?
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Is your website useful to
your own employees?
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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
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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?
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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
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British Airways vs Virgin Atlantic:
A basic search results
comparison
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“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
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Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/
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“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
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“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
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“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
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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
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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
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Fun test: GoogleFight.com
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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
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Fee-based trackers
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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
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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.
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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.
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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.
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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
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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
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Google AdWords: search results
Exercise: 1. Search for keywords of your product
2. Who’s advertising your keyword? 24
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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.
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15 Google tips
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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)
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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
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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
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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
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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
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Exercise: Add feed to iGoogle
1. Go to http://www.thestar.com.my/rss
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2. Right click RSS, copy shortcut (IE) or copy link
location (Firefox), or copy link address(Chrome)
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3. Open igoogle.com. Click on ADD GADGETS
Top left.
4. Click on “Add feed or gadget” (bottom left) and
paste URL (over http://)
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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
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Method B: 1. Clicking on RSS button
1. Switch to Google
2. Subscribe
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2. Add to Google homepage
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Bonus: How to Build a Reputation Monitoring
Dashboard: http://tinyurl.com/repboard
Marty Weintraub, http://www.aimclearblog.com
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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)
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New tools:
2. Social Media News Room
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Example: http://www.newsroom.firstdirect.com/
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3. Creative use of tweets
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4. @mention reporters/editors on
Facebook
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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/
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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
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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
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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
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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
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.
Boilerplate Relevant links: Photos Graphics Audio podcast Video RSS Tagging Share Comments Trackbacks