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How to Supercharge Your PR Program with Social Media June 2, 2011

How to Supercharge Your PR Program with Social Media

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Page 1: How to Supercharge Your PR Program with Social Media

How to Supercharge Your PR Program with Social Media

June 2, 2011

Page 2: How to Supercharge Your PR Program with Social Media

Intelligent PR

Designing and implementing a social media-optimized PR programImag

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How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 3: How to Supercharge Your PR Program with Social Media

Image: Intersection Consulting via Flickr, CC

… and PR

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 4: How to Supercharge Your PR Program with Social Media

Image: tuchodi via Flickr, CC

PR is (still) about relationships

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 5: How to Supercharge Your PR Program with Social Media

The framework

What are the business goals? (KPIS)

How does communication help reach these?

Tactics with… Measurable objectives…

StrategyFor which you use the appropriate

tools

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 6: How to Supercharge Your PR Program with Social Media

KPIs… what the @#*!

“… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”

~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 7: How to Supercharge Your PR Program with Social Media

Image: stacyjclinton via Flickr, CC

Use the hub & spoke approach

Where do you want people to go? A website? A landing page?

Direct people from your social outposts to your hub

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 8: How to Supercharge Your PR Program with Social Media

E.g.: The Blue Key campaign

www.thebluekey.org Used with permission from USA for UNHCR

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 9: How to Supercharge Your PR Program with Social Media

This is what we need people to do: get a Blue Key for $5: 6k by June 20 (World Refugee Day)

So wherever USA for UNHCR’s social outposts are, we try to redirect back to the Blue Key site & “get a key” page

Used with permission from USA for UNHCR

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 10: How to Supercharge Your PR Program with Social Media

From Facebook…

From Twitter…

From the blog… and everywhere else

Used with permission from USA for UNHCR

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 11: How to Supercharge Your PR Program with Social Media

Tracking links are key (no pun intended)

Bloggers aka Blue Key Champions

News release

… as well as from Facebook, Twitter, email newsletters, blog, etc…Used with permission from USA for UNHCR

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 12: How to Supercharge Your PR Program with Social Media

Think about your content• Are you telling a story?• What do you want people to do?

Begin with optimization• What will my audiences be searching for when I want them to find my content?

Create news releases that…• Are more visible • Engage your audiences, resulting in more pickup and coverage by key influencers• Generate trackable leads

Create the package• Is there an opportunity to tell the story in formats other than text?• Have I “connected” all of my assets through links?• Can I incorporate a measurable call to action? • Don’t forget to do the same with bloggers

Measure• Determine the primary objective and tie your metrics back to it

What to do…

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 13: How to Supercharge Your PR Program with Social Media

Google AdWords – a free service – gives us valuable information about what people are searching for.

Terms such as “Osteoarthritis Treatment” command consistent search traffic on Google. The best target keyword phrases are 2-3

words – avoid one-word links

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 14: How to Supercharge Your PR Program with Social Media

Incorporate keywords in news release text…

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 15: How to Supercharge Your PR Program with Social Media

The Genomic Health video makes no reference to “breast cancer treatment” until the viewer has already found it and

begins to play the video. Ideally, the title and description reference “breast cancer treatment” and include anchor text

links to other resources.

In videos…

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 16: How to Supercharge Your PR Program with Social Media

Google and other search engines display recent and/or popular

videos in the search results page – tagging your videos with popular

and relevant search terms increases the chances they’ll be

found.

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 17: How to Supercharge Your PR Program with Social Media

One of Bosch Home Appliances’ target keywords for this release/image is “wall ovens”

In image captions…

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 18: How to Supercharge Your PR Program with Social Media

Even in image filenames…

We continue to see “wall oven” in the image file names (vs. a bunch of random info)

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 19: How to Supercharge Your PR Program with Social Media

TIP: Also include a list of “supporting resources” with full “http://www” links. This will ensure that every

website and editorial system gets your links (many still do not support anchor text)

Anchor text links to

supporting resources

Keyword-rich headline

includes “breast cancer

treatment”

Embedded Video

References to “follow the

campaign” on Twitter and Facebook

The social media release facilitates sharing…

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 20: How to Supercharge Your PR Program with Social Media

Campaign Landing Page

Your Website

Link all media assets and online resources. No content related to the campaign should ever be more than a click away.

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 21: How to Supercharge Your PR Program with Social Media

Include a call to action in your news release

Include a call to action

Embed a hyperlink that links to a landing page

on your website

Hyperlink it to a landing page

Create a URL (tracking token) unique to this press release: http://info.marketwire.com/EngageeBookHome.html

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 22: How to Supercharge Your PR Program with Social Media

Create an optimized landing page

• Keep it simple• Align specific content

around relevant, narrowly focused keywords

• Include multiple calls to action

• If you include a form, keep it above the “fold”

How to Supercharge Your PR Program with Social Mediawww.marketwire.com/engage

Page 23: How to Supercharge Your PR Program with Social Media

Track & refine

Watch your website/blog trends via analytics If you have a custom landing

page, how is that doing?

Are people doing what you want them to?What trends do you see? Strategy

isn’t meant to be set in stone.

Questions? Or if you’d like to contact me:[email protected] ; @shonali; www.WaxingUnLyrical.com

Join us on July 28: Creating Content and Conversationswww.marketwire.com/engage

Page 24: How to Supercharge Your PR Program with Social Media

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MarketingJune 6, 2011