Social Media, YouTube, & Search Engine Visibility

Nicholas O’FlahertyManaging DirectorBullet PR

www.bulletpr.co.nz

Relevance of PR to Search

Search depends on content PR = content providers

PR

While PR practitioners were slow to catch on...

PR use of social media• In 2008, 46% operated online Social Media on behalf of clients• In 2009, that figure has risen to 73%

• In 2008, 72% used blogs as part of their PR services• In 2009, that figure has risen to 83%

• In 2008, 48% used video sharing services like YouTube for PR services• In 2009, that figure has risen to 61%

Source: PRIA

Source: PRIA

PR tactics that affect Search

• Press releases• Letters to the Editor• Online newsrooms• Media kits• Corporate blogs• White papers• Webinars/demos• Newsletters• Real world interviews published digitally

Source: TopRank Online Marketing

PR use of social media

Social media release

Social media newsroom

Social media release and sm newsroomSocial media release and sm newsroom

Social media release and sm newsroom

YouTube

2nd biggest search engine

1 billion videos viewed per day

YouTube

YouTube adds 1080p (‘full HD’) support to playback options

Mashable.com, 12 Nov 2009

YouTube

HD content ubiquitousBlu-ray recordersConsumer video cameras,

camcorders 3G, adoption of smartphones

YouTube

How do you cut through the clutter?

content

Leverage video to expand online footprint

Quality not an issueInternal comms: Put a face to

SMTSW Airlines: a day in the life

content

Challenge: think videoProvide useful infoKeep videos briefLink to blogs, social networksUse keywords; embed codesEncourage comments

case study

Teva Pharmaceuticals

“Affordable Health Care”

Source: DS Simon Productions

case study

case study

Teva Pharmaceuticals

“Affordable Health Care”

3rd - 14 million Google results

Source: DS Simon Productions

case study

CA

“Tips for Online Safety”

Source: DS Simon Productions

case study

CA

“Tips for Online Safety”

4th - 89 million Google results

Source: DS Simon Productions

case study

Consumer Electronics Assn

“Tips for Audio Systems”

Source: DS Simon Productions

case study

Consumer Electronics Assn

“Tips for Audio Systems”

1st - 44 million Google results

Source: DS Simon Productions

case study

Southwest Airlines

case study

Southwest AirlinesAdded video blog May 2008Within 2 months:

Visits up 21% Page views up 40% Visitors staying 26%

case study

Southwest AirlinesDay in the Life of a 25 minute

turn: 3:39 mins

case study

Southwest AirlinesDay in the Life of a 25 minute

turn: 58,000 views

case study

Southwest AirlinesEngine Washing:

3:15 mins

case study

Southwest AirlinesEngine Washing:

103,000 views

case study

Southwest AirlinesRapping Flight Attendant:

2:22 mins

case study

Southwest AirlinesRapping Flight Attendant:

168,000 views

content tip

Don’t get distracted by the ‘viral video’

overwhelming number of videos don’t go viral

focus on simple messages to stakeholders

Online Reputation

Great example of company who, despite not being loved by all, has a very strong and positive online presence.

First page of search on Google – all positive or neutral

Buried towards the bottom of page 2...

A negative news story (from March 2007) appears twice.

First three search results are good, but several negative results reduces the positive impression

Measuring Social Media

Measurement

First decide on the metrics Sales External Links Sharing across multiple social media

sites Traffic Comments, conversations

Other sites....

Useful for product launches

knowem.com usernamecheck.com namechk.com

Agenda

Bullet PROur social media experiencePractical business usesMonitoring and responding

‘social media expert’

Seth Godin initiatives

Squidoo (Google rank 7)Brands in Public

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Google rankings 1 - 10

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Questions

Nicholas O’FlahertyManaging DirectorBullet PR

bulletpr.co.nzbulletpoints.co.nzlinkedin.com/in/nicholasoflaherty