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Proactive Strategies for Getting Attention, Controlling Your Own Storyline and Online Reputation
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Twitter: @danatodd, @newsforce
Former journalist
Co-founder of SiteLab, SEMPO and Newsforce
Newsforce software products:
Newsforce Network: “Revenue Engine” for news publishers
(converts banner space into advertorial)
SEO Tool: Cheap, easy SEO and ranking reports for press
releases ($20!)
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60 million unique visitors / 1.5 billion page views monthly
And 100s more! See more…
Stop “episodic” old-news thinking
Use SEO for PR, and PR for SEO
Buy a share of voice
Mobile news
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40,000 journalists lost
their jobs in 2009.
Almost 50% of journalism jobs
are gone since 1999.
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Source: Pew Research Center
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Source: comScore, Dec 2009
Google overtakes
NYTimes Digital
Yahoo News
Google News
NY Times Digital
CNN
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Press releases
Tweets
Blogposts
Social media
Videos
Podcasts
Slideshows
White papers, PDFs
Yes and no. This customer affected organic rankings after only 2 press releases over 60 days, but it also pushed some rankings down in Google.
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Newsforce Network
Pay Per Post/Social Spark
Adfusion
Outbrain
Family Features
Zemanta
Coming soon? AOL/SEED and Digg
Most online publications offer “custom sponsored
content” if you ask
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Sponsored
content
Eye Tracking Study - Source: Newsforce Engagement Study, Enquiro, 2008
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Contextual target
The New York Times reported on its front page that
hoki, best known as the primary ingredient in the
Filet-O-Fish, is at risk of depletion
The New Zealand companies that farm hoki by the
metric ton weren‟t pleased by the article, which
pointed to “ominous signs of overfishing”
PR firm CounterPoint Strategies fought back –
WITH FULL FORCE
First, they switched the linked page from NYTimes
to a rebuttal statement
Took out ads on Google Adwords, Facebook and
media trade journals such as Mediapost
Targeted „hoki‟ keywords and NY Times employees
Got an apology, then took out more ads to show off
the apology
Changed the NYTimes-linked page again, to include
the full apology letter
19Case study and images courtesy of CounterPoint Strategies
Facebook ads
Mediapost ads
Note: image above is for
different campaign
Strategy: “Confront, expose, share, repeat”
2x increase in site traffic
Got the apology from NY Times
Happy client
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Mobile News Network (AP) reported 26 million
pageviews on its smartphone apps in Sept 2009
Apps market is competitive, but there are still
opportunities to create branded vertical and
consumer news apps
How to reach this audience? RSS, ads, search
iPad and Kindle are also creating new opportunities
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News apps are viewed an average of 11x per week by users!
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Dana Todd
Newsforce, Inc.
619-459-3603
www.newsforcenetwork.com
Publisher demo site: http://demo.newsforce.com/news
Be our Facebook Fan!
facebook.com/pages/Newsforce/43140934618
Follow us on Twitter: @newsforce
