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Creating, Managing and Deploying Content on the Web in
a Social World Ted Skinner
VP PR Products PR NewswireLauren Kinelski
PR Manager Evian North America
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Agenda
• Overview of Social Media participation
• Optimizing you content for participation
• Organizing your content
• Case study – Evian North America
• Questions
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What’s on our Mind?
PR Professional’s Brain Circa 2009
http://whirledgital.com/2008/11/09/hugh-mcleod-meets-david-brain-the-pro-circa-2009/
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Social Media
• With social media there are more tools than we can possibly imagine, let alone use
• We have to avoid the urge to use everything that is new and shiny (or on Oprah)
• It is our job to find out where our core clients are having conversations about us and make our content easy for them to use
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Social Media Can Seem Overwhelming
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Having conversations … online
At its Core, Social Media is People
Your service
Your brand
Your brand
Other brandnoisenoise
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Conversations and Content
• Isn’t just with journalists anymore• Are open (and searchable)• We need to provide content that can assist
these conversations• Content that can be found by those
“talking” when they are talking• As with any conversation we need to listen
as much, if not more, than we talk
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Reminders
• Don’t market through all social networks at once– Pick and choose those becoming a new communications channel
to potential customers• Build the customer relationship by communicating directly
with them– Sharing news, answering questions, clarifying inaccuracies
• Tie Social Media tactics back to the broader strategy– Always consider how a digital or social media tactic supports the
broader strategy and provides value. Social media tactics without a purpose are pointless
• Think strategically – Don’t just sell it because it’s “in” - but make sure it’s a fit and
have a rationale.
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Don’t Worry…I Won’t Tell
So what are they saying about my
brands and services?
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Search.twitter.com
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Twazzup
Adds links, photos and
featured tweets
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Tweetmeme
What content are
the conversing
about?
How old?What
categories?
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Twitter Stats
• Twitter users are news junkies• 62% access at work• 52% aged over 35• 1% of users are addicts = 35% of visits• January 2009, 735,000 unique visitors
accessed the Twitter via mobile phones• Thousands of Journalists are on and many
more are joining every day
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Online Twitter Journalist Databases
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Conversing Brands Build Value
Over 500,000 followers
listening to your brand
@Delloutlet made $1
million during the holidays
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Content Best Practices
• Make your content Accessible– SEO, unique URLs, no passwords
• Make your content Easy To Use– Social buttons, embedded Video, photos
• Make your content Easy to View– Push it to them, RSS, email, appropriate Social
Networks
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Front End Optimization
• Choose your keywords wisely– Industry keywords by checking competitors,
associations and other related material– With research – are they searching for you
think they are?• www.google.com/trends
• www.google.com/insights/search
• http://freekeywords.wordtracker.com/
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Google Trends
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Google Trends
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Google Insights
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Keyword Finder
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How Often Should I Use Them
• 1.5%-3% Keyword density is optimum– That works out to 3 or 4 times for an average
500 word article
• Use keywords in headline and subheadline
• Use links (and not just to your pages)
• Multimedia content
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Backend Optimization
• Make content search engine friendly• Use title tags rich in keywords
– Title tags are important in search engine algorithms • Use HTML meta data• Automatically populate the title tag with headlines
of news• Make the URL contain keywords and/or title of
the content– URL Editor in Content Management System (CMS)
allows choice of URL
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Title Tag URL has title of news release in it
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In HTML It Looks Like This
Title and meta data go in the “head” section of the HTML
code
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CMS – Content Management Systems
With a CMS you just
worry about the content
needed
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Social Tags
• Allow users to engage with your content• Free service from “Add This”, “Add To
Any” or “Social Marker”– Keeps your site up to date with all of the latest
social sites– Tracking available from Add This (registration)
• Get more hits and inbound links from your content – Googlejuice!
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Make Your Content Easy To Get
• Email sign up• RSS Feeds• Categorization of your news• Make media contacts easy to find• Search
– Make option to search only the media section of your site once they get there, so they don’t get stuck weeding through documentation, technical jargon and support info.
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RSS or Email
RSS feed of news releases
by category
Or sign up for email updates
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Web 2.0
• The web is more visual
• Not just text anymore
• Video
• Photos
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Multimedia News Release
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Podcasts
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Packaged Solutions
• Many of the best practices in a single place
• Designed from the ground up for communications professionals
• Completely hosted software as a service– Automatically upgrades to the latest
technologies as available
• Tracking – ROI!
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Evian - Before
• Calls for public relations went to the consumer hotline, the only number published on the website– PR calls were delayed
• No news or press releases on the web site• No tracking of activity• Media and consumers wanted information,
but had to go elsewhere to get it
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Evian - After
• Key media contacts displayed on every page
• News releases automatically post to media room
• Email and RSS feeds available• Tracking!• Can make changes 24/7 anywhere with an
Internet connection
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Initial Results (ROI)
• July traffic reports yielded 1,351 total individual user sessions – November this number had jumped to 2,157 total individual
sessions, or an increase of 59%.
• July’s “average bytes of data transferred per session” was 4 megabytes. – In November this number had jumped to 37.54 megabytes, or an
increase of over 800%.
• July’s average “length of session” was 3 minutes and 18 seconds. – In November this had jumped to 6 minutes, 3 seconds, an increase
of nearly 100%.
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Initial Results (ROI)
• Most requested pages within the site below. – Main welcome page
– Main press release page
– RSS signup page
– Events page
• 1,300 individual RSS subscribers to press releases• 40 individual email subscribers to press releases
Layman’s terms
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Key contact information at your
fingertips
Latest features
highlighted
Easy sign up
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Social Media Ready
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Questions?
Ted SkinnerVP PR Products PR Newswire
Lauren KinelskiPR Manager Evian North America