go guerilla: optimizing public relations, seo & social media
Post on 21-Oct-2014
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Go guerilla with your marketing mix by adding a social media-optimized public relations program to your strategies. This presentation,prepared for the Social Venture Society's Hacking Social Impact un/conference, (http://socialventuresociety.org/unconference/) November 12-13 2012, walks you through the basic of accelerating your public relations writing so as to earn optimal web presence. Don't just write a press release, accelerate it with SEO and social media tactics. Prepared by Pam Abrahamsson, vice president, Stephenson Group Public Relations: www.stephensongroup.com. [email protected], Twitter: @Pam_ATRANSCRIPT
1www.StephensonGroup.com
@Pam_A
Go Guerilla Optimizing your Public Relations
2www.StephensonGroup.com
Create High Speed PRUsing
SEO & Social Media
PRESS RELEASE:
3www.StephensonGroup.com
A great tool for getting critical information to your marketplaceBut without search engine optimization and social media strategies to fuel your news, it won’t get far
THREE KEY CONCEPTS TO SEARCH- & SOCIAL-SAVVY PUBLIC RELATIONS
• Searchable• Social
• Speech savvy
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SEARCHABLE SOCIAL: SEO-Optimized News Releases
Research and embed key search phrases in
release
Post release on
site prior to release
Embed social
sharing tools
Twitter, Facebook, LinkedIn, Pinterest,
etc
Hyperlink key terms, company names
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SEARCHABLE: SEO-Optimized News Releases
Total media placements: 318Total unique web impressions: 551,574,000Social shares: EP2M, Oracle, Avista, Community
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SEARCHABLE & SOCIAL: KEY PHRASE RESEARCH
• CompetitionIdentify competitor key phrases; see what works for other sites
• CustomersUnderstandwhat they search for, what“language” they use on the web and in their social
world
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SEARCHABLE & SOCIAL: KEY PHRASE RESEARCH
TOOLS:SpyFu.com: See what competitors are using for keywords & ads
Google Adwords: See what Google recommends for your site
Google Analytics: See where/how you & competitors get traffic
View Source: Function key on computer, see tags, meta
descriptions, more on website
Google Search: See what key phrase search delivers
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SEO/SOCIAL PRESS RELEASE ROAD MAP
1. Draft release: Include links, key phrases
2. Create social media support: Prepare Facebook post, Twitter, hash tags, create Bit.ly link for tracking
3. Post to website
4. Publish release via wire service, PRWeb, PitchEngine
5. Share with journalists, partners, customers, community via Twitter, Facebook, email, LinkedIn
Watch your web footprint grow
Pam AbrahamssonVice President, Account Manager
[email protected](m) 503.298.9749411 NW Park Avenue Suite 202Portland, OR 97209Skype IM: Pam_Abrahamsson Twitter: Twitter.com/Pam_ALinkedIn: linkedin.com/in/pabrahamssonpr
Stephenson Group is a national public relations agency, specializing in emerging technology and Fortune 500 clients.
11www.StephensonGroup.comwww.StephensonGroup.com 11