MIPAA Online Workshop

• Maximising SEO in comms materials

• Monitoring and engaging in social media

• Evaluating, ranking and assessing influence

What is SEO?

•Making it as easy as possible for people to find you through search engines

Keywords are king

• Keywords are the words people use when they’re looking for you. If you use them too, they’ll find you.

1.List the keywords you know You Competitor 1 Competitor 2...

Name

Web URL

Public figures

Brand names

Brand URLs

Key issues

Keywords are king

• Keywords are the words people use when they’re looking for you. If you use them too, they’ll find you.

1.List the keywords you know

2.List the keywords you don’t know• Marketing literature, websites, media agencies

• Google’s AdWords keyword tool https://adwords.google.com/select/KeywordToolExternal

3.Put them everywhere• Page titles, headings, links

• Meta tags – title and description

• Text – about 5 keywords per 100 words

Link up

• More links give you higher rankings

• Link outward− Link to other sites

− Put keywords in anchor text of links

− Encourage other sites to link to you

• Link inward− Link your most important pages to all others

− Use text navigation

− Supplement graphics or ‘dynamic’ navigation with textual links

What is social media?

•Sites that enable people to interact with each other

Find Listen Engage Influence

1. Use your keywords to find people on:−Google

−Wikipedia

−Boardreader

− Facebook

−Digg

−Del.icio.us

−Google Blog Search, Technorati

2. Rank them−Yahoo site explorer inlinks for websites

https://siteexplorer.search.yahoo.com/

− Technorati authority for blogshttp://technorati.com/

Find Listen Engage Influence

• RSS=Really Simple Syndication

• Subscribe to RSS feeds using an aggregator

• Use RSS aggregators to monitor core bloggers

• Keep an ear open for other key conversations by subscribing to searches across social media

• Additional platforms to consider:− YouTube

− Twitter

− Google News/Yahoo News

− Friendfeed

− Microsoft Live Web

Find Listen Engage Influence

• Match the right content to the right people and outreach

• Informality, relevance and transparency are key− Approach bloggers directly, owners of sites, moderators of forums

or social sites

− say who you are, where you’re from

− mention something about their blog/site/forum

− ideally offer them something

− ask whether they'd mind you keeping them in the loop

− leave it

• DON'T do a standard mail-out!

Find Listen Engage Influence

• Good relationships + time=influence

Evaluating influence

• Challenges− What exactly are you measuring?

− Who is listening to you?

− Did you change behaviour?

• Opportunities− Understand your brand

− Earn love in bad times and thrive in good

− Become the influencer