Louise Findlay-Wilson - PR: 30 Online Ideas - The Online Business Makeover - 12/03/2012

PR: 30 ONLINE IDEAS

What is PR?

The planned communication between an organisation and the audiences that matter to it, driving the audiences to behave in a certain way

Let’s Go Back in Time

In the Old DaysMedia relations, events, market reports, printed

newsletters, awards..

Benefits Being…• Impartial third party endorsement• Brand or product awareness• Authority• Personality• Winning hearts and minds

Measurement

• Column inches?• Quality and scale of coverage?• Sales?

Back to Today…

PR = Most Powerful

Marketing today is ALL about content & conversations

More Interlinking Tools

…everything is amplified, no effort is wasted  

AND the benefits are measurable!

PR today delivers

All the benefits of the old days PLUS... Improved SEO Relevant traffic directly to your site Web content Other content ideas Product and service ideas Database expansion More, deeper, direct relationships for less Massive economies

30 IDEAS

Generate masses of relevant traffic

Key words• Find your niches• What’s your traffic searching for?• What are the battles you can win

that are worth winning?

News

• Keyword optimise your news releases

• Build in relevant links to your website

• ‘Sell’ your news into key media

Example

Enhance website

• Use same approach creating keyword rich landing pages• Re-use press materials• Use extracts in blogs• Tweet about elements• Share on Facebook• Use as basis for LinkedIn discussions

Example

Build authority and database

e.g. Reports, how to’s, white papers Promote in the media Load as presentations on slideshare Share, tweet, use as basis of LinkedIn discussions Host on site Downloadable with datacapture

Example

More media opportunities

Twitter:• Follow your key media• Put them into a private list & monitor their tweets• Spot opportunities & build relationships

#journorequest

Create content

E.g. Guides• Ask people on twitter

for their top tips• When the guide’s

ready, promote it on twitter

• Share some of the content as tips on twitter

Create content

Or via LinkedIn:

• Ask people in a group for their top tips

• Pull together into a branded mini guide

• Host it online

• Credit all contributors

• When it’s ready tell the group

• Contributors will share!

Run quick polls on LinkedIn

• Post a poll• Ask everyone you know to take part• Promote it in Groups• Tweet about it • Then use the findings in your PR!

Survey Monkey Research

• Identify areas that need researching

• Drive people to your online survey

Keep on top of the media agenda:Google alerts

Boost your events

• Ask for topics you should be covering or content to share

• Promote event on twitter and give it a hashtag

• During the event, use twitter to identify topics for Q&A sessions

• Use existing hashtags to promote your presence

• Identify contacts & meet

Connect without events

Linkedin group• Don’t let in competitors• Promote on twitter and

Linkedin• Have initiatives,

discussions, promotions

Drive Action

Drive Interaction

Dovetail into sales

• Have a catalogue? Get people to tweet a photo of them with the catalogue to get a prize

•  “@ethicalstore is offering the first person who tweets a picture of themselves with their new #catalogue, £10 to spend”

• Have a special code available to twitter followers which unlocks a discount on your e-commerce site

Demonstrate expertise

• Create content that can be easily shared

• How tos on YouTube• Slideshare• Also host on site• Tweet about them• Tweet tips• Answer questions on

LinkedIn

Demonstrate your products

Third party endorsement on steroids!

Traditional Media• Still have editorial• But can now share

the exposure

Third party endorsement on steroids!

New Media• Encourage the

audience to talk and share

Third party endorsement on steroids!

Bloggers• Treat like

journalists• Respect them• Review product• Come to events• Input into your

development• Guest blog on

your site

Measurement

• Forget just column inches…you can now measure PR’s contribution

Database additions Followers, sharers Web traffic Time on site See what’s working Put a value on your activity

Google Analytics

Hootsuite

How about this?

Energy PR www.energypr.co.uk +44 (0) 1993 823011

Thank you

@EnergyPR@louisefw

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