1. How to Supercharge Your PR Program with Social Media June 2, 2011

2. Intelligent PR Image: http://www.flickr.com/photos/dd_ra/5627113280/ Designing and implementing a social media-optimized PR program How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

3. … and PR Image: Intersection Consulting via Flickr, CC How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

4. PR is (still) about relationships Image: tuchodi via Flickr, CC How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

5. The framework How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

6. KPIs… what the @#*! “… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.” ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

7. Use the hub & spoke approach Where do you want people to go? A website? A landing page? Direct people from your social outposts to your hub Image: stacyjclinton via Flickr, CC How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

8. E.g.: The Blue Key campaign www.thebluekey.org Used with permission from USA for UNHCR How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

9. This is what we need people to do: get a Blue Key for $5: 6k by June 20 (World Refugee Day) So wherever USA for UNHCR’s social outposts are, we try to redirect back to the Blue Key site & “get a key” page Used with permission from USA for UNHCR How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

10. From Facebook… From Twitter… Used with permission from USA for UNHCR From the blog… and everywhere else How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

11. Bloggers aka Blue Key Champions News release Tracking links are key (no pun intended) … as well as from Facebook, Twitter, email newsletters, blog, etc… Used with permission from USA for UNHCR How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

14. Engage your audiences, resulting in more pickup and coverage by key influencers

16. Have I “connected” all of my assets through links?

17. Can I incorporate a measurable call to action?

19. Google AdWords – a free service – gives us valuable information about what people are searching for. Terms such as “Osteoarthritis Treatment” command consistent search traffic on Google. The best target keyword phrases are 2-3 words – avoid one-word links How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

20. Incorporate keywords in news release text… How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

21. In videos… The Genomic Health video makes no reference to “breast cancer treatment” until the viewer has already found it and begins to play the video. Ideally, the title and description reference “breast cancer treatment” and include anchor text links to other resources. How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

22. Google and other search engines display recent and/or popular videos in the search results page – tagging your videos with popular and relevant search terms increases the chances they’ll be found. How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

23. In image captions… One of Bosch Home Appliances’ target keywords for this release/image is “wall ovens” How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

24. Even in image filenames… We continue to see “wall oven” in the image file names (vs. a bunch of random info) How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

25. The social media release facilitates sharing… Keyword-rich headline includes “breast cancer treatment” Embedded Video References to “follow the campaign” on Twitter and Facebook Anchor text links to supporting resources TIP: Also include a list of “supporting resources” with full “http://www” links. This will ensure that every website and editorial system gets your links (many still do not support anchor text) How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

26. Campaign Landing Page Link all media assets and online resources. No content related to the campaign should ever be more than a click away. Your Website How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

27. Include a call to action in your news release Hyperlink it to a landing page Embed a hyperlink that links to a landing page on your website Include a call to action Create a URL (tracking token) unique to this press release: http://info.marketwire.com/EngageeBookHome.html How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

28. Create an optimized landing page Keep it simple Align specific content around relevant, narrowly focused keywords Include multiple calls to action If you include a form, keep it above the “fold” How to Supercharge Your PR Program with Social Media www.marketwire.com/engage

29. Track & refine Watch your website/blog trends via analytics If you have a custom landing page, how is that doing? Are people doing what you want them to? What trends do you see? Strategy isn’t meant to be set in stone. Questions? Or if you’d like to contact me: info@shonaliburke.com ; @shonali; www.WaxingUnLyrical.com Join us on July 28: Creating Content and Conversations www.marketwire.com/engage

30. Request Your Personal Review! www.HubSpot.com/IMA

31. Marketing June 6, 2011