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

Agenda

• Overview of Social Media participation

• Optimizing you content for participation

• Organizing your content

• Case study – Evian North America

• Questions

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/

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

Social Media Can Seem Overwhelming

Having conversations … online

At its Core, Social Media is People

Your service

Your brand

Your brand

Other brandnoisenoise

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

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.

Don’t Worry…I Won’t Tell

So what are they saying about my

brands and services?

Search.twitter.com

Twazzup

Adds links, photos and

featured tweets

Tweetmeme

What content are

the conversing

about?

How old?What

categories?

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

Online Twitter Journalist Databases

Conversing Brands Build Value

Over 500,000 followers

listening to your brand

@Delloutlet made $1

million during the holidays

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

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/

Google Trends

Google Trends

Google Insights

Keyword Finder

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

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

Title Tag URL has title of news release in it

In HTML It Looks Like This

Title and meta data go in the “head” section of the HTML

code

CMS – Content Management Systems

With a CMS you just

worry about the content

needed

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!

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.

RSS or Email

RSS feed of news releases

by category

Or sign up for email updates

Web 2.0

• The web is more visual

• Not just text anymore

• Video

• Photos

Multimedia News Release

Podcasts

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!

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

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

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%.

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

Key contact information at your

fingertips

Latest features

highlighted

Easy sign up

Social Media Ready

Questions?

Ted SkinnerVP PR Products PR Newswire

Lauren KinelskiPR Manager Evian North America