04.social media and pr
TRANSCRIPT
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Module 4: Social media and PR
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Is your website a billboard?
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Is your website updated regularly?
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Is your website useful to your own employees?
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I don’t know who you are.I don’t know your company.I don’t know your company’s product.I don’t know what your company stands for.I don’t know your company’s customers.I don’t know your company’s record.I don’t know your company’s reputation.
Now – what was it you wanted to sell me?Moral: Sales start before your salesman calls…
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Google Quotient
• Findability: Can your brand name, product or service be found easily?
• Linkability: Are you linking out and being linked by others?
• Relevance: Are the search results relevant to your potential customers?
• Differentiation: Are the generic searches for your product or service rated higher than your competitor’s?
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Search engine results are key
• 68% click a search result in the 1st page of results • 92% will go up to (at most) 3rd page before
changing query (half will switch after 1st page)• 39% believe that the companies whose websites
are in top search results are the leaders in their field.
Key lesson: If you're not ranking well for your desired search terms, brand names and other important key words and phrases, you're missing out on significant, highly qualified traffic.
Source: iProspect & JupiterResearch, Search Engine User Behaviour Study on Google, MSN, Yahoo! Users, 2008
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British Airways vs Virgin Atlantic:A basic search results
comparison
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“British Airways” – 1st Page Results
Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/
1. www.britishairways.com - Owned
2. www.britishairways.com/travel/home/public/en_gb - Owned
3. www.baworldcargo.com - Owned
4. www.baworldcargo.com/tracking - Owned
5. en.wikipedia.org/wiki/British_Airways - Positive
6. www.britishairwaysjobs.com - Owned
7. www.britishairways.no - Owned
8. www.baa.com - Positive
9. www.oneworld.com/ow/member-airlines/british-airways - Owned
10.www.baholidays.com/packages/ - Owned
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“British Airways:2nd Page Results
11.www.foxnews.com/story/0,2933,291304,00.html - Negative
12.www.bavirtual.co.uk - Owned
13.ocaoimh.ie/tag/british-airways/ - Negative
14.www.bafc.co.uk - Owned
15.www.londoneye.com - Owned
16.www.britishairwaysrfc.co.uk - Owned
17.www.topix.net/com/bab - Positive
18.www.worldtracer.aero/filedsp/ba.htm - Positive
19.www.gbairways.com - Positive
20.www.flybmi.com/bmed - Positive
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“Virgin Atlantic” – 1st Page Results1. www.virgin-atlantic.com - Owned
2. www.virgin.com - Owned
3. virgin.com/uk/default.asp - Owned
4. en.wikipedia.org/wiki/Virgin_Atlantic_Airways - Positive
5. www.virginatlanticglobalflyer.com - Owned
6. www.flyingwithoutfear.info - Owned
7. www.v-flyer.com - Owned
8. www.virginatlanticflights.com - Owned
9. gs19.globalsuccessor.com/fe/tpl_virgin01.aps?newms=hm - Owned
10.www.airlinequality.com/Forum/vir_atl.htm - Positive
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“Virgin Atlantic”: 2nd Page Results11.www.cheapflights.co.uk/airlines/
virgin-atlantic.html - Positive 12.www.forbes.com/forbeslife…etc -
Positive 13.www.forbes.com/forbeslife…etc -
Positive 14.www.virginatlanticglobalflyer.com/
MissionControl/Tracking/ - Owned 15. farechase.yahoo.com/airlines/
virgin_atlantic-214281 - Positive 16.www.engadget.com/2007/01/17…etc
- Positive 17.www.virginmobile.co.za/…etc -
Owned 18.www.cheapflights.com/airlines/
virginatlantic.html - Positive 19.www.fastcompany.com/…etc -
Positive 20.www.usatoday.com/…etc - Negative
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British Airways vs Virgin Atlantic
1. Own website
2. Own website
3. Own website
4. Own website
5. Positive: Wikipedia
6. Own website
7. Own website
8. Positive: Airport website
9. Own website
10. Own website
11. Negative: News site
12. Owned
13. Negative: Blog
14. Own website
15. Own website
16. Own website
17. Positive: News Aggregator
18. Positive: Baggage Tracer
19. Positive: Travel booking site
20. Positive: Travel booking site
1. Own website
2. Own website
3. Own website
4. Positive: Wikipedia
5. Own website
6. Own website
7. Own website
8. Own website
9. Own website
10. Positive: Airline review site
11. Positive: Flight deals aggregator
12. Positive: Magazine site
13. Positive: Magazine site
14. Own website
15. Positive: Flight deals aggregator
16. Positive: Gadget news site
17. Own website
18. Positive: Flights deals aggregator
19. Positive: Magazine site
20. Negative: News site
Score: 42/50 Score: 44/50
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Love vs hate
• “I love British Airways” - 436 results
• “I hate British Airways” - 172 results
Score: 36 / 50
• “I love Virgin Atlantic” - 597 results
• “I hate Virgin Atlantic” - 3 results
Score: (49.75 rounded up to) 50 / 50
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Fun test: GoogleFight.com
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10 ways to monitor brands for free1. Google Alerts: http://www.google.com/alerts, iGoogle
2. Yahoo Alerts: http://alerts.yahoo.com
3. Yahoo Pipes: Social media firehosehttp://pipes.yahoo.com/update_maker/social_media_fire_hose
4. Blogsearch.google.com
5. Technorati.com
6. Search.twitter.com
7. Topsy.com
8. Socialmention.com
9. Compete.com
10. Brand Monitor (http://brandmonitor.thismoment.com)
Bonus: whostalkin.com, Engag.io
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Fee-based trackers
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Understanding basic terms
• Hits
• Pageviews, Impressions
• Unique visitors
• Downloads
• Embeds
• Timespent
• Traffic
• PPC =pay-per-click, CPM =cost-per-1000
• CPC= cost/click, CPA = cost/action
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Google PageRank
• PageRank™ is Google's proprietary system for ranking web pages.
• Google grades pages from PR 1 to 10 based on a complex algorithm that takes into account the page's content, and the number and quality of inbound links.
• The higher the inbound links, the higher in the search engine results page (SERP) your website/blog will appear after a query.
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Google AdWords
• AdWords is Google's flagship advertising product, and main source of revenue.
• AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads.
• Google's text ads are short, consisting of one title line and two content text lines.
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Google AdSense
• Website publishers can earn a portion of the ad revenue for placing Google-administered text and image ads on their sites or blogs.
• The ads generate revenue on a per-click basis.
• Google utilizes its search technology to serve ads based on website content, the user's geographical location, and other factors.
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Search Engine Optimization• The process of choosing targeted keyword
phrases related to a site, and ensuring that the site ranks higher when those keyword phrases are part of a web search.
OrganicOrganic
PaidPaidPaidPaid
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Wordtracker
• Enter in keywords and search phrases
• Find relevant terms• Use for brainstorming
as well as drilling down into specific phrases.
• Google Keyword suggestion tool:
Free version: http:// freekeywords.wordtracker.com
http://adwords.google.com/select/KeywordToolExternal
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Google AdWords: search results
Exercise: 1. Search for keywords of your product 2. Who’s advertising your keyword?
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Google Analytics• Tracks and generates detailed statistics about visitors to a site.
• Used to optimize AdWords campaigns by analysis of where the visitors came from, how long they stayed, their geographical position and where exactly visitors click on the site.
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15 Google tips
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Google search tips1. Capitalization and quotation marks: Google searches
are NOT case sensitive. Searches for najib razak, Najib Razak, and naJIb rAZak will all return the same results.
Use “quotes” to include all words. Eg: “a b” “c”
2. Limit to .my sites
Example 1: killinghall site:com.my
Example 2: “najib razak” site: gov.my
3. Either OR. If you want to include either this or that in result list, use the OR operator (must be upper-case):
Example: "siti nurhaliza" OR "datuk khalid” site:my
(Leave out the OR, Google returns pages that include both terms)
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4. Finding different FiletypesGo to Google > Advanced Search.Try finding Acrobat (pdf), Powerpoint (ppt), Excel spreadsheet (xls) files on any site. Example: site:abc.com filetype:pdf
5. Older stuffTry Google Cached or www.archive.org
6. Images: http://images.google.com, reverse image search and similar image search (Creative Commons: http://search.creativecommons.org/)
7. Google Finance: http://finance.google.com
8. Calculator: Eg: 3200+5000 OR 5% of 3527
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9. Metric converter
Eg: “233 square feet in square meter”
or “233 sq ft =? sq m”, “10 acres in hectares”
10. Dictionary, acronym finder
Eg: define: dodecagon OR define: PCR
11. Currency converter (read disclaimer)
Eg: currency of Brazil in Malaysian money
Eg: 3.578 USD in MYR
Eg: 5.6 million British pounds in MYR
12. Tools: Recipe tip
Eg: half a cup in teaspoons
13. Weather: Eg: weather Kuala Lumpur
14. Flight details: Eg: MH1133 or AK5369
15. Time: Eg: time London
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RSS• Rich Site Summary/Really Simple Syndication is a
method to syndicate your web content out to users. Using RSS files, you can create a feed that supplies headlines, news, blog posts, comments, forum threads, photos, audio files, and even video to your “subscribers”.
• Subscribers can use a dedicated software called an RSS reader or aggregator to “pull in” all their favourite web content into one location and scan quickly. Current browsers come with integrated RSS readers.
• Users can also use a web-based aggregator to pull-in feeds that are constantly updated and view a web page of feeds. Eg: Bloglines, Google Reader, Netvibes
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Using RSS
1. Monitor News:http://thestar.com.my/rss/http://www.cnn.com/services/rss/http://news.bbc.co.uk/2/hi/help/3223484.stm
2. Monitor Press Releases: Intel: http://www.intel.com/intel/rss.htmIBM: http://www-1.ibm.com/services/us/igs/rss/rss.htmlDell: http://www.dell.com/RSS/
3. Monitor Blogs: http://www.tonyfernandesblog.com/main.php?tempskin=_rss2
http://rockybru.blogspot.com/atom.xmlhttp://www.kennysia.com/atom.xml
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Exercise: Add feed to iGoogle 1. Go to http://www.thestar.com.my/rss
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2. Right click RSS, copy shortcut (IE) or copy link location (Firefox), or copy link address(Chrome)
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3. Open igoogle.com. Click on ADD GADGETSTop left.
4. Click on “Add feed or gadget” (bottom left) and paste URL (over http://)
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5. Create a dashboard of feeds and divide into tabs (topic headers)
To add a tab, click on down arrow and Add Tab
You can add up to 9 posts/updates per feed and re-arrange pages into 1-column, 2-column or 3-column
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Method B: 1. Clicking on RSS button
1. Switch to Google
2. Subscribe
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2. Add to Google homepage
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Marty Weintraub, http://www.aimclearblog.com
Bonus: How to Build a Reputation Monitoring Dashboard: http://tinyurl.com/repboard
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New tools: 1. Social Media Press Release
New info: 5Ws & 1HValidate, qualify, quantify with fact or figures Quotes, tweets, status updatesLinks to related info or resourceShare it: FB, Twitter, Stumbleupon, RSS,
tagging, commenting etcEmbed visuals: Photos, logos, audioContact info and boilerplate(http://www.shiftcomm.com/downloads/smr_v1.5.pdf)
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New tools: 2. Social Media News Room
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Example: http://www.newsroom.firstdirect.com/
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3. Creative use of tweets
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4. @mention reporters/editors on Facebook
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5. Infographics becoming popular
• http://dailyinfographic.com/
• http://www.coolinfographics.com/
• http://www.infographicsshowcase.com/
• http://submitinfographics.com/
• http://www.infographicsarchive.com/
• http://www.visual.ly/
• http://infographicjournal.com/
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A few words on…
• RSS: Use current, otherwise burn your own at Feedburner.com
• Bookmarking and sharing: Use Addthis.com or Sharethis.com
• Photos: Print=150 – 300 ppi, online 72ppi, jpgs.
• Video: Defacto is .flv. Sign up on YouTube, embed within your release. Online editors are now accepting in .wmv or .mov or .mp4
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A few words on…Managing the Agency
• Communicate your objectives clearly• Be clear on your expectations from
them i.e. a strategic partner, an ‘arms & legs’ or a press contact
• Agency must provide a detailed plan with specifics on how they will take you to where you are headed
• Start on project work before signing retainer
• Track progress, measure results
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Managing Expectations in Social media
• Get everyone on the same page. (In a crowded market, less likely to make front page, more likely to grow online audience organically)
• Be prepared for consequences (when you experiment and try new things)
• Set realistic goals for social media campaigns
• Under-promise and over-deliver
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SUMMARY• Less jargon, hype, keep it simple
• Make information accessible, searchable, visual, archivable in multiple formats
• Provide context (but maintain accuracy)
• Embrace social and mobile communities
• Listen, Connect, Add Value, Monitor