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Optimized PRIntegrating search, social media & public relations to
increase engagement and drive results
Sarah SkerikVP Social Media
PR Newswire @sarahskerik
#travelprsa
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Luck benefits the prepared mind. - Louis Pasteur
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Agenda
• Context– Why you should bother connecting PR, SEO and social media
• Trends – Investment in search marketing– Real time search – Link diversification
• Case studies – Connected Content: Roger Smith Hotel – Connecting Audiences: jetBlue – Connecting Search & PR: Marriott – Connected Content, Part 2 : Run Henny Run
• Additional Optimized PR tactics
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Why you should bother: some context
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9B searches in April
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The media relations angle:
• 72% of journalists report a higher workload – Online news section (62%) – Video (28%)– Podcasting (12%).
• Almost 40% of journalists are required to Tweet stories or blog as part of their duties.
• 59% of traditional journos author a blog (either for their outlet or personally).– Blogs are used to augment stories and break news.
• 46% of journalists sometimes or always use blogs for research purposes
• 33% report using social networks in their research, versus 24% in 2009.
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Trends
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Marketing is focusing on interactive.
2010 US spend on search marketing: $20B
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SEO: location, location, location
88% of clicks!
90% of spend!
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Realtime Search: Social results are showcased by search engines
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Something else is going on…
LINK DIVERSIFICATION• No number 1 SERP position is guaranteed • New links are important
– Press releases – Social – Fresh content
Imperatives for SEOs and PR pros …• You need to acquire new links• Link sources need to be diverse
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Case study: Connected Content
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Real content, and real connection
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… real connections
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Tactic: Create a continuous stream
• Twitter, Facebook updates and engagement
• Tap your users! – Display user photos, comments– Invite their input (contests, reviews)
• All of this equals content (and touch points) even when you don’t have announcements
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Results the Roger Smith Hotel team reports:
• All three revenue streams – room sales, restaurant and events – showing significant increases
• Traffic from search engines is also up significantly
• The whole place is buzzing” which equals more events, more buzz, more events …
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Connecting Audiences:
The Press Release & the Tweet
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Hey, what’s happening?
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The results
• The promo sold out two days early • #AYCJ was a trending topic within 4-6 hours on
Twitter – and stayed there for days – “seriously absurd”
• jetBlue pulled a “significant” ad campaign – “Advertising would have been pointless. No amount of
advertising can trump national news coverage.”
• Visits to the route map on the web site jumped more than 800%.
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The approach became a story
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Tactics: Socializing press releases
• Already had Twitter channel cultivated. • “Very cognizant” of making press releases easy
for bloggers to crib with bite size pieces of information that can stand alone
• Aware of need to offer details for journos who want to analyze, but rip-and-read content for social media.
• Making sure that information is sharable:– Links share nicely on Facebook– Tweetable headlines
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Connecting SEO and PR
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Tactics: Using anchor text effectively
• Link to different – and relevant URLs – throughout the message. – Don’t link everything to your homepage.
• Headline – lead – link. • Link from keywords (not descriptive or
generic language. – Linking don’ts:
• Available in assorted colors• Click here for more info
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A link with purpose!
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What integration looks like:
• Significant SEO results from one well crafted press release
• Increases in both valuable backlinks and Google rankings
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RunHennyRun.com
a very nic(h)e example
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Helmet cam
Photo of Peter Atkins on Henry Jota Hampton used with permission of Sarah K. Andrew www.rockandracehorses.com
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Results
• Hundreds of donors, more than half of whom are donating more than the suggested $15.
• It’s going viral in the equestrian community
• Peter has been invited to be a blogger for a leading publication
• Henny’s team are responding to calls for more content – and more business.
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Hello, brand extension
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Other Tactics
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Go where your audience lives
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Online & Offline Integration
• Socialize your enterprise– Employees make great advocates– Start small, but build the processes you need to
support social efforts. – Identify and develop rapport with bloggers/influencers
• Optimize your PR strategy – Know your organization’s SEO strategy – Use that language online (press releases, web site,
social)– Incorporate keywords offline (media training,
interviews
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Thank you!
Find me/follow me/friend me:
Twitter: @sarahskerikFacebook.com/sarahskerik (less work, more play)
Linkedin.com/in/sarahskerik
Get this preso on slideshare.net/sarahskerik
201.360.6710