Course notes from Certificate in Online Marketing 2010 programme run by Donegal County Enterprise Board

1. ONLINE PR
&
REPUTATION
MANAGEMENT
by Niall McKeown
© 2010 Ion Online Marketing
DMI Online PR
Background
Online Reputation Management
Social Media & PR
Practical Tips to Create A Successful
Online PR Campaign
Background DIGITAL
footprint
shadow
voice

2. DIGITAL
footprint
shadow
voice
DIGITAL
footprint
shadow
voice
DIGITAL
footprint
shadow
voice

3. Getting Attention
Paying Attention

4. Not top down
It’s bottom up
Your Challenge is Story Telling
Online Reputation
Management

5. selling

6. overcoming objections
Analyse the level of interactions
Check out Google Page Rank
www.prchecker.info
Review inbound traffic in Google Analytics
Create a hit-list and ignore the others
Not All Websites Are The Same
Practical Online PR

7. 4%
63%
14%
18%
Generic Search
Hotel Name
BrandTitle
Ref & Direct

8. Web Site and
Permission Marketing
Viral Marketing
Online Brand Management
Video/YouTube Channels
Blogging
Affiliate Marketing
Online PR
Email Marketing
PodcastingSocial Media
Mobile Marketing
Webinars
Pay Per Click Advertising (PPC)
Search Engine Optimisation (SEO)
Online display advertising
Offline Campaigns
pushing to online
Consolidated reporting
www.google.com/agencytoolkit www.google.com/agencytoolkit

9. The Language We Use The Language We Use
Practical Online PR

10. Practical Online PR www.google.com/insights/search
cheap
low
www.google.com/insights/search www.google.com/insights/search

11. www.google.com/insights/search www.google.com/adwords
3 Types of PR Campaign
Monitoring Publishing Engagement
Monitoring

12. www.google.com/alerts blogsearch.google.com
RSS

13. www.radian6.com

14. Publishing
Identify key publications that influence your audience
Create story and supplementary content
Create landing pages
Encourage outbound ‘SEO’ links
Fulfill the customer journey
Monitor Goal pages in Google Analytics
Publishing
Publishing
Peer Review
Publication
Destination
Website
Goal Page
Engagement

15. Peer Review Publications
Social Media
Forums
Blogs
Call-To-Action (offline engagement)
Engagement Peer Review Engagement
Information Silos of Social Media www.weddingsonline.ie forum

16. Thought Leadership Blogging
The Four Rules of Thumb
1.Technically wrong, address the
error
2.If it is a genuine complaint, try to
address and get off line
3.The ranting of a mad man, leave it
4.Competitor content, try to gently
expose it or leave it
Practical

17. ONLINE PR
&
REPUTATION
MANAGEMENT
by Niall McKeown
© 2010 Ion Online Marketing