Maximizing the Value of Your News:From Twitter to Google

Sandra FathiPresident, Affect Strategies

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Sandra Fathi

• President and Founder, Affect Strategies• President, PRSA Technology Section• Chair, New Media & Technology Committee, PRSA NY • Email: sfathi@affectstrategies.com • Web: www.affectstrategies.com• Blog: www.techaffect.com• Twitter: www.twitter.com/sandrafathi• LinkedIn/Facebook: Sandra Fathi

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

NEW

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

05/03/23Affect 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)

Image Bank: Flickr

Creative Commons:John Mayer

Linking In to LinkedIn

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

– Slideshare– Blog Updates

Contact Information

Slides available on Slideshare.com/sfathi

Email: sfathi@affectstrategies.com Web: www.affectstrategies.comBlog: www.techaffect.comTwitter: www.twitter.com/sandrafathiLinkedIn/Facebook: Sandra Fathi