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No More Passive PR!

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Dana Todd
Dana Todd

Proactive Strategies for Getting Attention, Controlling Your Own Storyline and Online Reputation

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Dana Todd Chief Marketing Officer dtodd@newsforce.com 1
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!)
60 million unique visitors / 1.5 billion page views monthly And 100s more! See more… 3
Stop “episodic” old-news thinking Use SEO for PR, and PR for SEO Buy a share of voice Mobile news 4
5
40,000 journalists lost their jobs in 2009. Almost 50% of journalism jobs are gone since 1999. 6
Source: Pew Research Center 7
Yahoo News Google overtakes NYTimes Digital NY Times Digital Google News CNN Source: comScore, Dec 2009 8
9
Press releases Tweets Blogposts Social media Videos Podcasts Slideshows White papers, PDFs 10
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
Sponsored content Eye Tracking Study - Source: Newsforce Engagement Study, Enquiro, 2008 15
Contextual target 16
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
Facebook ads Mediapost ads Note: image above is for different campaign Case study and images courtesy of CounterPoint Strategies (eric.mcerlain@counterpointstrategies.com) 19
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 22
News apps are viewed an average of 11x per week by users! 23
Dana Todd Newsforce, Inc. 619-459-3603 dtodd@newsforce.com 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 24

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No More Passive PR!

  • 1. Dana Todd Chief Marketing Officer dtodd@newsforce.com 1
  • 2. 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!)
  • 3. 60 million unique visitors / 1.5 billion page views monthly And 100s more! See more… 3
  • 4. Stop “episodic” old-news thinking Use SEO for PR, and PR for SEO Buy a share of voice Mobile news 4
  • 5. 5
  • 6. 40,000 journalists lost their jobs in 2009. Almost 50% of journalism jobs are gone since 1999. 6
  • 8. Yahoo News Google overtakes NYTimes Digital NY Times Digital Google News CNN Source: comScore, Dec 2009 8
  • 9. 9
  • 11. 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.
  • 12. 12
  • 13. 13
  • 14. 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
  • 15. Sponsored content Eye Tracking Study - Source: Newsforce Engagement Study, Enquiro, 2008 15
  • 17. 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
  • 18. 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
  • 19. Facebook ads Mediapost ads Note: image above is for different campaign Case study and images courtesy of CounterPoint Strategies (eric.mcerlain@counterpointstrategies.com) 19
  • 20. Strategy: “Confront, expose, share, repeat” 2x increase in site traffic Got the apology from NY Times Happy client 
  • 21. 21
  • 22. 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 22
  • 23. News apps are viewed an average of 11x per week by users! 23
  • 24. Dana Todd Newsforce, Inc. 619-459-3603 dtodd@newsforce.com 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 24