maximizing the value of your news: from twitter to google

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Maximizing the Value of Your News:From Twitter to Google

Kye StranceDirector, Product Development

Vocus, Inc.

Maximizing the Value of Your News:From Twitter to Google

Jenni Bowring-McDonough

• Publicity Manager, Free Spirit Publishing

• Close to a decade of PR experience that includes pitching local and national media such as USA Today, CNN, The Minneapolis Star-Tribune, and Fox News

• Previously worked in two number-14-market newsrooms, KMSP and KSTP, as an assignment manager

Sandra Fathi

• President and Founder, Affect Strategies

• President, PRSA Technology Section

• Chair, New Media & Technology Committee, PRSA NY

• 15 years experience helping technology companies achieve their communications goals

• Focus on helping clients turn emerging communications tools into practical, useful strategies with tangible ROI

• Celebrated speaker and active contributor to PR industry publications

Sandra Fathi President, Affect Strategies

Where does news come from?

• CEO & PR Dept don’t have a monopoly anymore

• Anyone can create news for the company and distribute it in real-time

• Anyone can report news on the company and have instant ‘credibility’ and reach

Old School: Rules of the Road

Old School: Who Owns the Relationship?

Public Relations• Company Talks to Media• Media Talks to Prospects

Marketing• Company Talks to Customers• Company Talks to Prospects

Company ‘Owns’ MessagePress Filters Message

Company Owns ContentCompany Delivers Message

New School: No Rules, Many Roads

New School: Who Owns the Relationship?

No ‘Owner’Just Participants Multiple MediumsMultiple PlatformsMultiple MessagesMulti-Directional

• Customers Talk to Customers• Media Talk to Customers• Company Talks to Customers• Prospects Talk to Customers• Prospects Talk to Media• Employees Talk to Prospects• Employees Talk to Media• ……

How is News Consumed?

Search EnginesMobile Devices

Television

Radio

Online Publications

Social Media Print Publications

Press Release: Academic Approach

• Who, What, When, Where, Why & How

• Inverted Pyramid

Image Source: www.district196.org

• Contact Information

• Headline

• Subhead

• Dateline

• Lead Sentence/Paragraph

• More Details

• Quote

• Boilerplate

Traditional Press Release FOR IMMEDIATE RELEASE:Contact:Contact PersonCompany NameTelephone NumberFax NumberEmail AddressWeb site address

Headline HereSubhead

City, State, Date — Opening Paragraph (should contain: who, what, when, where, why).

Body text – more detailed information about the announcement, why its important, why people should care, what value does it provide, how does this impact someone/something.

Add more detail about the company or organization s involved in the announcement.

Possible quote from customer, executive or industry expert.

Contact information relevant to the announcement or resources for further information.

About CompanyCompany description(short paragraph with listing of website).

# # #

Social Media Press Release

NEWNEW

Social Media Press Release

• Contact Information

• Headline

• Subhead

• Multimedia Elements • Quick Facts • Lead Paragraph

• More Details

• Quote

• Boilerplate

• Keywords • Tags/Bookmarks

FOR IMMEDIATE RELEASE:Contact:Contact PersonCompany NameTelephone NumberFax NumberEmail AddressWeb site address

Headline HereSubhead

Quick Fact 1 Quick Fact 2 Quick Fact 3

Multimedia Elements (link/download): Logo Photos Videos Slideshow

City, State, Date — Opening Paragraph (should contain: who, what, when, where, why).

Body text – more detailed information about the announcement, why its important, why people should care, what value does it provide, how does this impact someone/something.

Add more detail about the company or organization s involved in the announcement.

Possible quote from customer, executive or industry expert.

Contact information relevant to the announcement or resources for further information.

About CompanyCompany description(short paragraph with listing of website).

Keywords: pick words for this release and insert them hereAdd tags for bookmarking or widgets for social media

# # #

Search Engine Optimization (Not Just for Press Releases)

• Understand how search engines work– Keywords (Density)– Links– Code– Relevance– Frequency

• Press Releases• Podcasts• Social Network Profiles• Email Newsletters• Webpages• Webinars• Demos• PPT• Byline Articles• White Papers• ……..

SEO Tips – From Lee Odden at TopRank

• Start with the outcome in mind• Research your keywords• Optimize the release for keyword density• Create landing pages• Post to online newsrooms• Enable an RSS feed• Distribute via wire service• Measure Success

Old Measures vs. New Measures

• Print Clips• TV Clips• Radio Clips• Online Clips

• Print, TV, Radio, Online Clips

• Web Traffic• Page Views/Impressions• Blog Activity• Links• SEO Rankings• Comments• Conversations• Registrations• Conversions ($$$)

PR 2.0 – No Press Release at All

• Target the Audience• Chose an Outcome• Customize the Content• Identify the Vehicle• Open a Dialogue• Adapt the Conversation

Friend Me On Facebook

Fan Me On Facebook

My Own Social Network

Twitter is for Lovers

Twitterverse

04/11/23Affect Strategies

10 Reasons to Tweet

1. Generate Awareness2. Seek & Create Media Opportunities3. Foster Customer Loyalty4. Launch Viral Marketing Campaigns5. Manage Reputations6. Promote Products and Services7. Network with Customers8. Extend Event Participation9. Monitor Trends & Breaking News10. Recruiting

11. It’s Search Friendly!!!!!

Proof! Twitter Drives TrafficGoogle Analytics for TechAffect.com

• 11% of Traffic Coming from Twitter

Googleverse

• Google News• Google Search• Google Images• Google Docs• Google Blog Search• Google Book Search

YouTube is for Adults (& Businesses)

Individuals, Brands & Companies

Image Bank: Flickr

Creative Commons:John Mayer

Linking In to LinkedIn

• Status• Polls• Questions• Groups• Discussion Boards• Applications

– Slideshare– Blog Updates

Jenni Bowring-McDonoughPublicity Manager, Free Spirit Publishing

• I have been with Free Spirit for nearly three years

• We are a niche publisher

Free Spirit has been Meeting Kids’ Social and Emotional Needs for 26 Years

•Most of our authors are experts in their fields

• Tie our products and experts to news-of-the-day when possible

• Also work within traditional publishing press

• Publishers Weekly, School Library Journal

• Reviewers like Kirkus, Booklist

As a Publicist, I Promote our Books and Authors to the Media

• Traditional paper press release

• Important to send with review copies of books

• Also when seeking testimonials

Requires a Combination of Publicity Efforts

• E-mail succinct version of press release

• Embed links

• PRWeb formats select releases for online presence

• Links to Free Spirit, author bio, author Web sites

Recent Efforts Include Internet and Social Media

• To generate buzz

• Sending “tweets” about forthcoming books

• Respond to urgent media requests

• Also tweeting about author news

• My followers: interesting!

• Be respectful: never know why someone chooses to follow you

• My Twitter use is minimal: only tweet when I have news about my work

Also on Twitter

Recent Campaign

• Teen expert/author in Washington for Inauguration

• Major outlets were looking for bloggers

• Linked to PRWeb online release in my tweets

• Some blogs did pick up: teen blog--Perfect!

• Hope we stay front-of-mind for future stories

• Building Free Spirit’s Facebook page

• Link to authors’ Facebook pages

• Book Trailers: like movie trailers

• Vocus helping me create RSS feeds for to track Free Spirit coverage

• Capturing blog mentions now: much of our target audience in bloggers

Other Social Media Efforts

Contact Information

• Sandra Fathi, sfathi@affectstrategies.com Web: www.affectstrategies.com Blog: www.techaffect.com

Twitter: http://www.twitter.com/sandrafathiLinkedIn: http://www.linkedin.com/in/sandrafathi

• Jenni Bowring-McDonough, bowring@freespirit.com Twitter: http://twitter.com/jbowring LinkedIn: http://www.linkedin.com/pub/9/122/96

• Moderator, Kye Strance, kstrance@vocus.com

Post-Webinar Survey: http://www.zoomerang.com/Survey/?p=WEB228UNWJ8WKS

About Vocus

• A global software company specializing in on-demand software for public relations management

• Successful, proven applications currently used by thousands of PR professionals

• Recognized for excellence in products, growth, leadership

“Innovation of the Year”