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Maximizing the Value of Your News:From Twitter to Google
Kye StranceDirector, Product Development
Vocus, Inc.
Maximizing the Value of Your News:From Twitter to Google
Jenni Bowring-McDonough
• Publicity Manager, Free Spirit Publishing
• Close to a decade of PR experience that includes pitching local and national media such as USA Today, CNN, The Minneapolis Star-Tribune, and Fox News
• Previously worked in two number-14-market newsrooms, KMSP and KSTP, as an assignment manager
Sandra Fathi
• President and Founder, Affect Strategies
• President, PRSA Technology Section
• Chair, New Media & Technology Committee, PRSA NY
• 15 years experience helping technology companies achieve their communications goals
• Focus on helping clients turn emerging communications tools into practical, useful strategies with tangible ROI
• Celebrated speaker and active contributor to PR industry publications
Sandra Fathi President, Affect Strategies
Where does news come from?
• CEO & PR Dept don’t have a monopoly anymore
• Anyone can create news for the company and distribute it in real-time
• Anyone can report news on the company and have instant ‘credibility’ and reach
Old School: Rules of the Road
Old School: Who Owns the Relationship?
Public Relations• Company Talks to Media• Media Talks to Prospects
Marketing• Company Talks to Customers• Company Talks to Prospects
Company ‘Owns’ MessagePress Filters Message
Company Owns ContentCompany Delivers Message
New School: No Rules, Many Roads
New School: Who Owns the Relationship?
No ‘Owner’Just Participants Multiple MediumsMultiple PlatformsMultiple MessagesMulti-Directional
• Customers Talk to Customers• Media Talk to Customers• Company Talks to Customers• Prospects Talk to Customers• Prospects Talk to Media• Employees Talk to Prospects• Employees Talk to Media• ……
How is News Consumed?
Search EnginesMobile Devices
Television
Radio
Online Publications
Social Media Print Publications
Press Release: Academic Approach
• Who, What, When, Where, Why & How
• Inverted Pyramid
Image Source: www.district196.org
• Contact Information
• Headline
• Subhead
• Dateline
• Lead Sentence/Paragraph
• More Details
• Quote
• Boilerplate
Traditional Press Release FOR IMMEDIATE RELEASE:Contact:Contact PersonCompany NameTelephone NumberFax NumberEmail AddressWeb site address
Headline HereSubhead
City, State, Date — Opening Paragraph (should contain: who, what, when, where, why).
Body text – more detailed information about the announcement, why its important, why people should care, what value does it provide, how does this impact someone/something.
Add more detail about the company or organization s involved in the announcement.
Possible quote from customer, executive or industry expert.
Contact information relevant to the announcement or resources for further information.
About CompanyCompany description(short paragraph with listing of website).
# # #
Social Media Press Release
NEWNEW
Social Media Press Release
• Contact Information
• Headline
• Subhead
• Multimedia Elements • Quick Facts • Lead Paragraph
• More Details
• Quote
• Boilerplate
• Keywords • Tags/Bookmarks
FOR IMMEDIATE RELEASE:Contact:Contact PersonCompany NameTelephone NumberFax NumberEmail AddressWeb site address
Headline HereSubhead
Quick Fact 1 Quick Fact 2 Quick Fact 3
Multimedia Elements (link/download): Logo Photos Videos Slideshow
City, State, Date — Opening Paragraph (should contain: who, what, when, where, why).
Body text – more detailed information about the announcement, why its important, why people should care, what value does it provide, how does this impact someone/something.
Add more detail about the company or organization s involved in the announcement.
Possible quote from customer, executive or industry expert.
Contact information relevant to the announcement or resources for further information.
About CompanyCompany description(short paragraph with listing of website).
Keywords: pick words for this release and insert them hereAdd tags for bookmarking or widgets for social media
# # #
Search Engine Optimization (Not Just for Press Releases)
• Understand how search engines work– Keywords (Density)– Links– Code– Relevance– Frequency
• Press Releases• Podcasts• Social Network Profiles• Email Newsletters• Webpages• Webinars• Demos• PPT• Byline Articles• White Papers• ……..
SEO Tips – From Lee Odden at TopRank
• Start with the outcome in mind• Research your keywords• Optimize the release for keyword density• Create landing pages• Post to online newsrooms• Enable an RSS feed• Distribute via wire service• Measure Success
Old Measures vs. New Measures
• Print Clips• TV Clips• Radio Clips• Online Clips
• Print, TV, Radio, Online Clips
• Web Traffic• Page Views/Impressions• Blog Activity• Links• SEO Rankings• Comments• Conversations• Registrations• Conversions ($$$)
PR 2.0 – No Press Release at All
• Target the Audience• Chose an Outcome• Customize the Content• Identify the Vehicle• Open a Dialogue• Adapt the Conversation
Friend Me On Facebook
Fan Me On Facebook
My Own Social Network
Twitter is for Lovers
Twitterverse
04/11/23Affect Strategies
10 Reasons to Tweet
1. Generate Awareness2. Seek & Create Media Opportunities3. Foster Customer Loyalty4. Launch Viral Marketing Campaigns5. Manage Reputations6. Promote Products and Services7. Network with Customers8. Extend Event Participation9. Monitor Trends & Breaking News10. Recruiting
11. It’s Search Friendly!!!!!
Proof! Twitter Drives TrafficGoogle Analytics for TechAffect.com
• 11% of Traffic Coming from Twitter
Googleverse
• Google News• Google Search• Google Images• Google Docs• Google Blog Search• Google Book Search
YouTube is for Adults (& Businesses)
Individuals, Brands & Companies
Image Bank: Flickr
Creative Commons:John Mayer
Linking In to LinkedIn
• Status• Polls• Questions• Groups• Discussion Boards• Applications
– Slideshare– Blog Updates
Jenni Bowring-McDonoughPublicity Manager, Free Spirit Publishing
• I have been with Free Spirit for nearly three years
• We are a niche publisher
Free Spirit has been Meeting Kids’ Social and Emotional Needs for 26 Years
•Most of our authors are experts in their fields
• Tie our products and experts to news-of-the-day when possible
• Also work within traditional publishing press
• Publishers Weekly, School Library Journal
• Reviewers like Kirkus, Booklist
As a Publicist, I Promote our Books and Authors to the Media
• Traditional paper press release
• Important to send with review copies of books
• Also when seeking testimonials
Requires a Combination of Publicity Efforts
• E-mail succinct version of press release
• Embed links
• PRWeb formats select releases for online presence
• Links to Free Spirit, author bio, author Web sites
Recent Efforts Include Internet and Social Media
• To generate buzz
• Sending “tweets” about forthcoming books
• Respond to urgent media requests
• Also tweeting about author news
• My followers: interesting!
• Be respectful: never know why someone chooses to follow you
• My Twitter use is minimal: only tweet when I have news about my work
Also on Twitter
Recent Campaign
• Teen expert/author in Washington for Inauguration
• Major outlets were looking for bloggers
• Linked to PRWeb online release in my tweets
• Some blogs did pick up: teen blog--Perfect!
• Hope we stay front-of-mind for future stories
• Building Free Spirit’s Facebook page
• Link to authors’ Facebook pages
• Book Trailers: like movie trailers
• Vocus helping me create RSS feeds for to track Free Spirit coverage
• Capturing blog mentions now: much of our target audience in bloggers
Other Social Media Efforts
Contact Information
• Sandra Fathi, [email protected] Web: www.affectstrategies.com Blog: www.techaffect.com
Twitter: http://www.twitter.com/sandrafathiLinkedIn: http://www.linkedin.com/in/sandrafathi
• Jenni Bowring-McDonough, [email protected] Twitter: http://twitter.com/jbowring LinkedIn: http://www.linkedin.com/pub/9/122/96
• Moderator, Kye Strance, [email protected]
Post-Webinar Survey: http://www.zoomerang.com/Survey/?p=WEB228UNWJ8WKS
About Vocus
• A global software company specializing in on-demand software for public relations management
• Successful, proven applications currently used by thousands of PR professionals
• Recognized for excellence in products, growth, leadership
“Innovation of the Year”