social media analysis & strategy - revised 1-14-14
DESCRIPTION
This presentation is based on an existing company mainly a business-to-business model. Just recently it acquired a product that allows to tap into the business-to-consumer model. Product names, company name and other potential items are fictitious to keep the identity of this company protected. Company name and products names are changed in this presentation.TRANSCRIPT
1
Social Media Integration Plan
SEO/SEM & Search – Web Presence Optimization
Andrea Berberich
http://seosemadvice.com
Table of Content Details in Text Preparation for Product Announcement
(Blog/RSS/PR) Creation of Product Announcement Creation of Social Media Integration
Social Media Campaign Preparation for Product Announcement (Blog/RSS/PR)
Upload and optimize Images to Flickr Upload and optimize Video to YouTube Upload and optimize PDF to Slideshare Upload and optimize PODcast on iTunes
Creation of Product Announcement Create Blog/RSS/PR Add Images (insert from Flickr) Add Video (insert from YouTube) Add PDF (insert from Slideshare) Add PODcast icon (insert from iTunes) Add Customer Testimonials (approved Statements by Customer & Legal)
Creation of Social Media Integration Usage of Social Media Aggregators Usage of Social Media Tools
Step one:Preparation for Product Announcement (Blog/RSS/PR)
Photos Upload to Flickr
Video Upload to YouTube
Product Info (WhitePaper, App Notes) Upload to Slideshare
PODcast Upload to iTunes
Step two:Creation of Product Announcement
Insert images, Youtube video, PDFs, & PODcast into Blog/RSS/PR)
Step three:Creation of Social Media Integration
and/or
Send Blog/RSS/PR
announcement to via email
7
Why Optimizing Press Releases? 1-2
Companies use PR Newswire to build branding and awareness
Press Releases reach beyond journalists and news channels
Press Releases carry company news directly to Customers Prospects Bloggers End Users (consumers)
http://seosemadvice.com
8
Why Optimizing Press Releases? 2-2
Press Releases are published and Can be found in Search Engines Make the way through Social Media Channels
Shared by advocates Re-shared to potential customers
Links from Partner web sites Receive comments and feedback
http://seosemadvice.com
9
What to do before creating a Press Releases? 1-2
Effective campaigns, product or event announcements is essential to use the right keywords. These researched keywords are part of the content in the press release, web pages, social media and any other assets Synchronize with Stakeholder/Product Manager, Corporate & Field
Mktg., Web & SEO Manager to discuss selected keywords and content strategy
Incorporate selected keywords in Browser Title, Meta Description, Headlines and content
Communicate with the Web & Social Media team and create a cohesive messaging
http://seosemadvice.com
10
What to do before creating a Press Releases? 2-2
Think SEO and consider Mobile Is your press release available in all the search engines? Can it be found in mobile search engines? Is it readable on any mobile devices? Can web user link to additional information?
http://seosemadvice.com
11
What is Important about Press Releases?
Important about any Press Releases is content Educate your audience and spark a conversation Report valuable company news and industry specific data Encourage feedback & re-share activities Plan & announce follow up Press Releases
Press Release audiences are Influencers (bloggers, critics, competitors) Journalists Advocates (Endorsers of products & company) Followers Partners Customers & Consumers
It is all about content
http://seosemadvice.com
12
Press Releases & Digital Marketing 1-3
Press Release need to be engaging not only for the PR Newswire but also for various different channels Social Media channels
Twitter – create a compelling message in 140 characters or less and link to the full version of the press release
Optimize Open Graph meta data (when available) Add hashtags Social Media Messaging Create an Infographic version of the press release
http://seosemadvice.com
Press Releases & Digital Marketing 2-3
Use technologies such as YouTube, Pinterest, iTunes, Flickr, Slideshare, blog radio, etc. and share your message in different formats
Share your press release on channels such as Digg, reddit, Techdirt, wired.com, Slashdot, Techmeme, Ars Technica & etc.
Share press releases with co-workers & social networks
13http://seosemadvice.com
Press Releases & Digital Marketing 3-3
Search Have a compelling Browser Title in 60 characters or less not
exceeding 70 characters Meta Description – create a message in 160 characters or less
and add a CTA (call to action Cross link to important web pages to further support your press
release Ask business partners or blog sites to link to the press release
with related information Link or embed to a video or podcast Link to important assets such as Infographic, Images & PDFs Engage with SEM (PPC) to possible run a brief campaign
14http://seosemadvice.com
http://seosemadvice.com 15
Thank you!
http://seosemadvice.comAndrea Berberich
Reference: Source:
http://searchenginewatch.com/article/2287902/12-Ways-to-Optimize-Press-Releases-Avoid-Google-Penalties
by Lisa Buyer