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Megan Hauer, Director of Digital Media and Content for Optiem discusses Online PR at Corporate College. Brought to you by the Key Entrepreneur Development Center.
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A presentation to eMarketing Techniques 05.02.08
Online Public Relations
Online PR Basics
What’s the big deal?
• Same skills apply
• Applied with new tools
What’s Changed?
• The internet extends reach
• Touches media and consumers simultaneously
How Influence Happens
• Previously – influence the influencers (broadcast)
• Now – Anyone can publish, influence their network (narrowcast)
How does PR respond?
• Create Participation
• Build bridges
Evolution of Branding
•Before – messages pushed downstream
• Now – people are talking
• Online PR – enters dialogue on the client’s behalf
The Benefits
• Instant customer feedback
• Talk with customers
•The customers talk about the brand
Online PR Tools
Tools: Optimized Press Releases
• Touches media and consumers
• Creates searchable archive (long tail)
•Optimization = right audience finds your release
•Free keyword tools from Wordtracker and Google
•Distribution Channels: PR Newswire, PR Web, Vocus, Business Wire
Tools: Blogger Outreach
•Filter, aggregate
• Create transparency
• Speak passionately
• SME, connectors
•Tracking: Technorati, Blogpulse
Tools: Link Building
• Reciprocal links important to page rank
• Potential for increased inbound traffic
• Builds on other tools: Optimized Press Releases, Blogger Outreach, Social Media, etc.
• “link:www.yoursitename.com”
Tools: Online Reputation Management
• People talk
• Easily monitored
• Opportunity to influence dialogue positively
•Blog monitoring tools mentioned earlier can be useful
•Also Google alerts and RSS readers
Tools: Social Media
• Operative word is Social
• News, photos, videos, and podcasts
• Voting process to make media items become "popular“
• Sharing and rating sites like Digg & del.icio.us
Tools: Microsites
• Product launches/promotions
• Push brand barriers w/ unique look and feel
• Steer targeted traffic around new, specific keyword set
Tools: Social Media Newsrooms
• Employs rich media & social tools
• Position clients as thought leaders
• Streamline communication channels
• Foster conversations
Tools: Internal Communications
• Knowledge management
• Wikis
• Creation/digitization of newsletters
• E-books, PDF
Tools: Pay Per Click
• Analytic AND Creative thinking
• Collaborative
•Pushes your story to the top
Questions?