mi dag3

www.disruptivemedia.se

Den traditionella byråvärlden

MI dag 3

2008-12-15Annika Lidne

www.disruptivemedia.se

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Grundläggandesökmotoroptimering

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1<h1>Rubrik</h1>

<p>Brödtext</p>

<ul> <li>Lista</li></ul>

Sökmotorer måste

begripa ditt innehåll =

korrekt html-kod

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2‣ INGA Flash sajter

‣ INGA frames

‣ INGA javascript i navigation

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3Sökmotorer gillar

sajter som är byggda med webbstandards.

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4 Sökmotorer älskar sajter med färskt, ofta uppdaterat innehåll

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5 Innehåll måste vara fokuserat, nischat

& baserat på en nyckelordsstrategi

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6 Sökmotorer räknarrelevanta, INKOMMANDE länkar

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7 a good article

... our partner, who ...

We work with❖ Boverket❖ DN❖ Ericsson❖ Electrolux ...som en artighet

...men också bra

UTGÅENDE

länkar

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8Skapa bra, användbart innehåll

som folk vill läsa –

och låt dem veta att det finns.

Sammanfattning

Marknadsföringstugg hjälper sällan.

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Sanningens ögonblick...

www.disruptivemedia.se

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Bygger relationer medpubliken sällan absolut!

Företagssajten Bloggen

Semantisk kodning nej jaSEO-vänlig navigation nej ja

Byggt med webbstandards

Ofta uppdaterat innehåll

Nichat, fokuserat innehåll

Bra, inkommande länkar

Utgående länkar

nej

nej

sällan

sällan

ibland

ja

ja

vanligtvis

ofta

oh ja!

Den sociala media pressreleasen

Varför behöver vi en ny typ av pressrelease?

1. För att anpassa den till dagens teknik och innehåll.

2. För att öka den virala spridningen av företagsnyheter.

3. För att göra journalisternas jobb enklare.

4. För att underlätta sök.

Pressreleasens funktion har förändrats

förr

Pressrelease RedaktionpUBLIK

Mediekanal

pR-BYRÅN

Journalist

nu också

Pressrelease Internet

av alla amerikaner

i IT-industrin läser

pressreleaser via Google News och Yahoo News.

51%

Det betyder att ha en nyckel-

ordsstrategi för att kunna

nyckelordsoptimera din text för att

sökmotorerna ska hitta din

nyckelordsstinna pressrelease via

nyckelorden och driva trafik till den

sajt det gäller där produkterna med

alla dessa nyckelord kan hittas.

Internet rationaliserar bort

mellanledet.

Olika målgrupper.

Olika metoder.

‣ Traditionell media / Journalister

‣ Pressinformation mot bloggare

‣ Kvalificerad PR mot bloggare

‣ Relationsbyggande med bloggare

‣ Direktinformation till allmänheten

Tiden för envägskommunikation

är över

Du måste vara överallt.

Sociala verktyg vi kan använda

Use Social Media tools to do what each is best at

del.icio.us links

Flickr images

YouTube video

Blog platform publishing

RSS feed publishing

Social bookmarking viral

Search tags

slidesSlideShare

SOCIAL MEDIA PRESS RELEASE TEMPLATE, VERSION 1.0

CONTACT INFORMATION:

Client contact Phone #/skype Email IM address Web site

Spokesperson Phone #/skype Email IM address Blog/relevant post

Agency contact Phone #/skype Email IM address Web site

5.3"

NEWS RELEASE HEADLINE Subhead

CORE NEWS FACTS

! Bullet-points preferable

LINK & RSS FEED TO PURPOSE-BUILT DEL.ICIO.US PAGE The purpose-built del.icio.us page offers hyperlinks (and PR annotation in “notes” fields) to relevant historical, trend, market, product & competitive content sources, providing context as-needed, and, on-going updates.

PHOTO e.g., product picture, exec

headshot, etc.

MP3 FILE OR PODCAST LINK e.g., sound bytes

by various stakeholders

GRAPHIC e.g., product schematic; market size

graphs; logos

VIDEO e.g., brief

product demo by in-house

expert

MORE MULTIMEDIA AVAILABLE BY REQUEST e.g., “download white paper”

PRE-APPROVED QUOTES FROM CORPORATE EXECUTIVES, ANALYSTS, CUSTOMERS AND/OR PARTNERS

Recommendation: no more than 2 quotes per contact. The PR agency should have additional quotes at-the-ready, “upon request,” for journalists who desire exclusive content. This provides

opportunity for Agency to add further value to interested media.

LINKS TO RELEVANT COVERAGE TO-DATE (OPTIONAL) This empowers journalist to “take a different angle,” etc.

These links would also be cross-posted to the custom del.icio.us site.

BOILERPLATE STATEMENTS

RSS FEED TO CLIENT’S NEWS RELEASES

“ADD TO DEL.ICIO.US” Allows readers to use the release as a standalone portal to this news

TECHNORATI TAGS/“DIGG THIS”

Exempel

Sergeant’s: http://www.prnewswire.com/mnr/ftmlo/26434/

Anasoft: http://www.urlwire.com/news/103006.html

FordFocus:http://www.media.ford.com/products/focus08/index.html

Social Media Newsroom

We reach out to bloggers because we

respect your influence and feel that we

might have something that is

“remarkable” which could be of interest

to you and/or your audience.

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

1

We will only propose blogger outreach

as a tactic if it complements our overall

strategy. We will not recommend it as a

panacea for every social media

campaign.

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

2

We will always be transparent and

clearly disclose who we are and who

we work for in our outreach email.

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

3

Before we email you, we will check out

your blog’s About, Contact and

Advertising page in an effort to see if

you have blatantly said you would not

like to be contacted by PR/Marketing

companies. If so, we’ll leave you alone.

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

4

If you tell us there is a specific way you

want to be reached, we’ll adhere to

those guidelines.

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

5

We won’t pretend to have read your

blog if we haven’t.

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

6

In our email we will convey why we

think you, in particular, might be

interested in our client’s product, issue,

event or message.

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

7

We won’t leave you hanging. If your

contact at Ogilvy PR is going out of

town or will be unreachable, we will

provide you with an alternate point of

contact.

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

8

We encourage you to disclose our

relationship with you to your readers,

and will never ask you to do otherwise.

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

9

You are entitled to blog on information

or products we give you in any way you

see fit.

(Yes, you can even say you hate it.)

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

10

If you don’t want to hear from us again,

we will place you on our Do Not

Contact list – which we will share with

the rest of the Ogilvy PR agency.

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

11

If you are initially interested in the

campaign, but don’t respond to one of

our emails, we will follow up with you

no more than once.

If you don’t respond to us at all, we’ll

leave you alone.

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

12

Our initial outreach email will always

include a link to Ogilvy PR’s Blog

Outreach Code of Ethics.

Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)

13