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Leverage social media to grow your business


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Leverage social media to grow your business

  1. 1. Building your Business and your Brand: How to Leverage the Web with Search Optimized Content and Social Media Press Releases Moderator Garry Przyklenk, Marketwire Presenters Sally Falkow, PRESSfeed Rebecca Lieb, Econsultancy Monday, April 12, 2010 #marketwire
  2. 2. Agenda <ul><li>Communicating in a Web 2.0 World </li></ul><ul><li>3 Types of Press Releases: Traditional, Optimized, Social Media </li></ul><ul><li>The PRESSfeed Toolbar </li></ul><ul><li>Optimizing Your Release: Detailed Steps </li></ul><ul><li>Social Media: Potential Audience </li></ul><ul><li>Social Media Press Releases </li></ul><ul><li>Top 5 Takeaways </li></ul><ul><li>Q&A: Please use the chat feature for your questions </li></ul>
  3. 3. Communicating in a Pre-Web 2.0 World Companies controlled the message Media acted as gatekeeper Audiences waited for the story Conversation was “top-down” and one way
  4. 4. Communicating in a Web 2.0 World What kind of digital camera should I buy? What are you doing NOW? What does EVERYONE ELSE think? Check out how COOL THIS IS!
  5. 5. Communicating in a Web 2.0 World Image courtesy of Brian Solis Conversation is multi-directional Audience is actively participating Gatekeepers are gone
  6. 6. Pick Your Tools <ul><li>Blogs – publish and/or reach out </li></ul><ul><li>Microblogging – presence (Twitter) </li></ul><ul><li>Podcasts </li></ul><ul><li>Video </li></ul><ul><li>Articles </li></ul><ul><li>Press Releases </li></ul><ul><li>Images </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Social News Sites </li></ul><ul><li>Social Networks </li></ul>
  7. 7. Search Trends Among Consumers <ul><li>93% of Internet surfers look for company information through search </li></ul><ul><li>80% use search to make purchases on the Web </li></ul><ul><li>Top search engine rankings can generate up to 900% more traffic to a site, potentially increasing exposure up to 80% </li></ul>Search Trends Among the Media <ul><li>98% of journalists go online every day </li></ul><ul><li>76% of journalists search for sources/experts </li></ul><ul><li>73% of journalists search for news releases </li></ul>Source: MarketingSherpa
  8. 8. 3 Types of Press Releases <ul><li>Traditional : for newspapers, radio, TV, magazines - top down, rely on media to reach target audience </li></ul><ul><li>Optimized : for online audiences and buyers – online press kit, unique Web page, direct communication, searchable </li></ul><ul><li>Social Media Press Releases : for media, bloggers, consumers – viral, word of mouth, conversational </li></ul>
  9. 9. Traditional Press Releases Text-only news written almost exclusively for ‘traditional’ media and other stakeholders
  10. 10. Press Releases Online <ul><li>News Engines </li></ul><ul><li>Search Engines </li></ul><ul><li>Journalists/Bloggers </li></ul><ul><li>Buyers </li></ul>
  11. 11. Optimized (SEO) Press Releases Integrating keywords, phrases and embedded links to optimize “findability” and rank within search engines Targets for SEO releases are consumers and journalists searching for topics REMEMBER! You don’t need to be a programmer to take advantage of SEO – the technology is SIMPLE!
  12. 12. Optimized (SEO) Press Releases Integrating embedded multimedia such as video and photos – ENGAGES readers and buyers TELLS A STORY
  13. 13. Detailed Steps <ul><li>There are 11 key steps to research, write, optimize and distribute an online press release </li></ul><ul><li>Full toolbar: </li></ul><ul><li>http://www.press-feed.com/toolbar </li></ul>
  14. 14. 1. What Is The Release About? <ul><li>Get the data about the release. Look it over for obvious keywords </li></ul><ul><li>E.g. ABC Company and the Green Foundation plan to hold an event to educate parents about the effects of harmful chemicals found in ordinary household products on children. </li></ul><ul><li>The most obvious words of interest will be harmful chemicals and children </li></ul>
  15. 15. 2. Find A News Item <ul><li>Find a news item or statistics that can be used in the lead </li></ul><ul><li>Tool: Yahoo! News, Google News Timeline </li></ul><ul><li>E.g. A release about chemicals in household products </li></ul><ul><li>A news search reveals a book written by a pediatrician and statistics about kids being poisoned by household chemicals </li></ul>
  16. 16. 2. Find A News Item
  17. 17. 2. Find A News Item
  18. 18. 3. Keyword Research <ul><li>Do your keyword research based on what you find </li></ul><ul><li>Look for words and phrases that people are searching for, so you get the most traffic to your release </li></ul><ul><li>Tools: Google Adwords free keyword research tool or Nichebot </li></ul>
  19. 19. 4. Make A Search Term Grid <ul><li>Create a grid of the search term, number of searches and competitive pages in Google </li></ul>
  20. 20. 5. Write The Headline <ul><li>Use the keywords as close to the beginning of the headline as possible </li></ul><ul><li>The headline should not be longer than 65 characters (with spaces) </li></ul><ul><li>Original headline: ABC Company and the Green Foundation Educate Parents on the Effects of Chemicals on Children 93 characters </li></ul><ul><li>Optimized headline: Toxic Household Chemicals Harmful to Children 48 characters </li></ul><ul><li>Subhead: ABC Company and the Green Foundation educate parents on the effects of dangerous chemicals in everyday household products </li></ul>
  21. 21. 6. Write The First Paragraph <ul><li>Use main keyword in the first paragraph </li></ul><ul><li>Put a link to your website at the end of the first paragraph, using the keyword or phrase as anchor text for the link </li></ul><ul><li>Example: …The study links damaging the protective layer of the skin to the formation of dry skin. (When you use keywords to make the link it is called anchor text) </li></ul>Photo credit: Ariel Soudak
  22. 22. 7. Write The Body Of The Release <ul><li>Use your main keyword a few more times in the release and once in the last paragraph </li></ul><ul><li>Link to your website at the end of the release </li></ul><ul><li>E.g. Shielding lotion replaces the protective layer of the skin and dermatologists have found it effective for the treatment of dry, itchy skin </li></ul>
  23. 23. 7. Write The Body Of The Release <ul><li>Check to see that your keywords do not exceed more than 2% of the total word count </li></ul><ul><li>E.g. If the release is 300 words - use the keyword or phrase a maximum of 6 times - in the headline, the first paragraph, the last paragraph and a couple of times in the body </li></ul>Optimal at: 2%
  24. 24. 8. Post To Your Own Website <ul><li>Put the release onto your website in your media room before you send it on the wire </li></ul><ul><li>Use a tool or platform that allows you to load the release yourself so you are not dependent on a webmaster or the IT department </li></ul>
  25. 25. 9. Syndicate In RSS <ul><li>Syndicate your release with an RSS (Really Simple Syndication) news feed </li></ul>
  26. 27. 10. Distribute On Wire Service <ul><li>Distribute the release on a wire service such as Marketwire </li></ul><ul><li>There are free press release services but these will not get you into Yahoo! News, which is the largest news engine on the web </li></ul>
  27. 28. 11. Track Results <ul><li>The wire service should give you lots of stats about how well your release does </li></ul><ul><li>Also check in Yahoo! News and Google News to see where it shows up for the keywords </li></ul><ul><li>If it is well optimized, on the day it is released it should appear on page one when you do a search for your keywords in the news engines </li></ul>
  28. 29. 11. Track Results <ul><li>● Detailed Distribution and Access tabs, showing who received your release, and who read it ● Web Clips tab highlights online pick-ups from leading news destinations and search engines (Yahoo!, Google, Lycos) ● For SEO releases, SEO tab highlights top search engines and popular search terms from the release </li></ul>
  29. 30. Potential Audience Twitter 75 Million Users iTunes 70 Million Users Facebook 400 Million Users Photobucket  99 Million Users Top Blog Sites  24 Million Users YouTube 300+M videos viewed daily Second Life 13 Million Residents LinkedIn 50 Million Users Flickr  1.5 Million Users
  30. 31. Social Media Press Releases <ul><li>The social media release is an adaptation of the traditional news release to make your message more engaging and user-friendly in this new media environment </li></ul><ul><li>If your goal is conversation and increased Web presence, then the social media release is a key tool and a first step in sparking the dialogue </li></ul><ul><li>http://www.marketwire.com/press-release/Reeds-Inc-Adds-Social-Media-Elements-to-Marketing-Plan-NASDAQ-REED-984473.htm </li></ul>
  31. 32. Social Media Press Releases
  32. 33. Social Media Press Releases <ul><ul><li>The social media release format puts the power of distribution and content repurposing into the hands of the social media community via sharing and bookmarking…it can become a viral PR mechanism </li></ul></ul>
  33. 34. Social Media News Room
  34. 35. Add Social Media News Releases to Your News Room
  35. 36. News Room
  36. 37. Popular Social Media Services
  37. 38. Images Capability
  38. 39. Video Capability
  39. 40. Quotes & About Us Section
  40. 41. Top 5 Takeaways <ul><li>Optimized press releases allow you to communicate DIRECTLY with audiences online - there is no gatekeeper </li></ul><ul><li>Keywords are important – research, choose and use them wisely </li></ul><ul><li>Add your press releases to your website and syndicate in feeds </li></ul><ul><li>Use a wire service for broader distribution </li></ul><ul><li>The technology behind optimization is EASY – all you have to do is write great content </li></ul>
  41. 42. Contact Sally Falkow PRESSfeed sally@press-feed.com @sallyfalkow Rebecca Lieb Econsultancy [email_address] @lieblink Garry Przyklenk Marketwire [email_address] @gprzyklenk
  42. 43. Resources http://www.press-feed.com/toolbar http://www.marketwire.com/mkt/PR2.0/ PR 2.0 Toolbar