content seeding
TRANSCRIPT
Content Seeding
Turning negative to positive
This is serious stuff!
The Game is ON!
Those still here - Thank you!
What is content seeding?• It depends on the need
– For a company selling services it might be making sure that the Information needed by the consumer is there when they need it
– For the politician it is making sure that his/hers side is there when needed
• The Bottom-line is that– 80% of all searches are informational– That about 75% of those that read information online
believe it even of they do not know the source
• All of this is very important as the search engines are relaying more and more on real-time current information
The POST Method/Model• People
– Don't start a social strategy until you know the capabilities of your audience.
• If you're targeting college students, use social networks. If you're reaching out business travellers, consider ratings and reviews.
• Objectives– Pick one; are you starting an application to listen to your customers, or to
talk with them? To support them, or to energize your best customers to evangelize others?
• Strategy– Strategy here means figuring out what will be different after you're done.
Do you want a closer, two-way relationship with your best customers?
• Technology– A community, a wiki. A blog or a hundred blogs. Once you know your
people, objectives, and strategy, then you can decide with confidence.
More about POST = http://goo.gl/cGI6
Target Group / Internet Users / Media Consumers
Client Message
PR Agency / Distributor
Online Media Distribution
Direct Media Distribution
News aggregators and alerts
(e.g. Google news)
Traditional MediaOnline Media
3rd party mediaand partners
Media distribution toolsDatabase of 900.000 journalistsEditors, Columnists and News Desks
Mon
itorin
g an
d An
alys
ing Media pick up
e.g. Blogs, niche newssites, and forums,RSS feeds etc.
Copywriting, editing and translating
Pick up
!The proactive approach
Basics
Four steps
• Plan – Have a plan, be ready with basic material. Generic information that can be used at short notice– Act part 1: Start seeding information. Saturate the
search space. Brand, products, services, stakeholders, etc…
• Listen – Take note of what is being said out there• Evaluate – Take time to look at the collected data
and form a response if needed• Act – Don’t disregard what is being said, have a
plan
Plan• Foresee possible scenarios• Be ready with outlines of press releases, possible PPC
campaigns, etc..• Analyse who is your audience and where
and how to communicate with them• What assets do you have access to that
could help deal with the issue?
Listen• Tap into the flow of information using tools like:
– Google & Yahoo! Alerts– Vocus– Radian6– HeartBeat– Trackur– Feedster & Technorati– On-site analytics
• What happens if you search your brand or your name online in conjunction with keywords like ‘bad services’?
Evaluate• Is non-reaction an option?• What type of crisis/opportunity is this?
– Products– Services– Stakeholders– Other….
Act• The sources of your problems are also your sources
of opportunity• Based on your plan and possible assets, what can
you do?– Simple PPC campaign– Front-loaded burst of online press releases– Blog posts– Etc….
.COM
.co.uk.de.dk
.no
.is.se.fr
.us
.nl.pt
User forums
Email lists
PR
YouTube
Intranet
Flickr
Digg
Vimeo
BlogsCompanyRegionalTopicalCEO
Mapping your digital asset cloud
G Buzz
Slide Share
eBay
RSS
Technorati
WebinarsNewslettes
Mobile
PPC
Display
trouble happens, be
Don’t wait until
proactive!
Inspired by Iceland
Case Study
The POST Method/Model• People
– Don't start a social strategy until you know the capabilities of your audience.
• If you're targeting college students, use social networks. If you're reaching out business travellers, consider ratings and reviews.
• Objectives– Pick one. Are you starting an application to listen to your customers, or to
talk with them? To support them, or to energize your best customers to evangelize others?
• Strategy– Strategy here means figuring out what will be different after you're done.
Do you want a closer, two-way relationship with your best customers?
• Technology– A community. A wiki. A blog or a hundred blogs. Once you know your
people, objectives, and strategy, then you can decide with confidence.
More about POST = http://goo.gl/cGI6
when bad news goes
What happens
live?
Searchers go crazy
Strategy in Short• Problem: Iceland is hit by a Volcano that halts most flight traffic and threatens tourism at a
critical moment• Solution: A multilingual multichannel strategy was created focusing on Google Universal.
YouTube/Vimeo Videos were created, Facebook Fan and Like Pages and ad campaigns based on selected demographics, on top of that Twitter bursts and blog posts. The strategy among other was to attach Iceland to high profile brands and names such as John Lennon, Lonely Planet, CNN and general search phrases like music festival, travel destination and so on. Targeted phrases had close to ten million monthly searches.
• Implementation: New web site was launched, unique content was written and distributed in 7 languages focusing on key stakeholders such as journalists, travel agents and the general traveller raising awareness of Iceland – Things are OK we are still here!.
• Results: Information about inspired by Iceland was viewed over one hundred million times through this multi channel multi lingual approach. Close to 20% growth in tourist traffic to Iceland – Online the campaign got well over 100.000.000 impressions.
• Following screenshots illustrate the impact
CONNECTING THE DOTSInspired by Iceland – Case Study
Imagine Peace - English
Lonely Planet - Dutch
John Lennon - English
John Lennon - English
From 0 to 260,000
@optimizeyourweb
From close to 0 to 1,1 million
Video Distribution
Video Distribution cont.
@optimizeyourweb
Direct Media Impact
150,000 visitorsin the first week
Total 1.8 million
Direct Media Impact
Inspired by Iceland in the Media
The ball is still rolling
Bottom line
• By leveraging Google Universal and focusing on a multi channel/lingual approach we were able to take over and hold visibility for very strong search terms over a important period of time
• This was a vital part of an overall branding strategy keeping Iceland top of mind when it came to being the travel destination and killing as much as could be done of the negative news in relation to volcano activities
• A 2010 tourist summer that looked bleak was on par with a very successful 2009, 2011 looks close to 20% better than the year before and 2012 is looking fantastic!
Research: Behaviour of Journalists and other stakeholders when news happens
Case Study
… the time from when it happensuntil it becomes news …
Breaking News
Core findings• From observing over 200 news and ePR distributions,
we have found that:– Google News picks up within 2 to 5 minutes, even less in
some cases– Those with comprehensive Google alert services receive
an alert notification within a few minutes of the PR/news being detected
– Over 70% of Trackbacks happen within the same day, some 27% within two days and the rest takes longer
Top level behavior findings• How do journalists, reporters, editors, and other
stakeholders use the Internet?– We know that 98% of journalists go online daily* and
some 78% use it for research– But what we do not know exactly is the response
time. In cooperation with the IceNews Network and eNewsWire UK, we monitored these stakeholders
• How much time elapses from when a news story is sent out until they visit the site?
• How much time from when they come and read the news item until they write about the topic?
*The 7th Middleberg/Ross survey
Response time measurement• In this case we looked mostly at “breaking news”• Media we have observed reacting are: New York
Times, Washington Times, CNN, Seattle Times, Guardian, BBC, Bloomberg, plus some 40 more
• Main findings: This is a very dynamic environment with response time down to 2 hours. – That is from when the news/PR is sent out until it is
being read and picked up by other media
!United needs to makeemergency landing
Example
United Airlines Emergency landing• Around 14:30 local / GMT time, a United Airlines
Boeing 767 airplane makes a safe unsceduled landing in Keflavik International airport
• The airplane was flying between London and Chicago with 178 people on board
• Icenews gets access to information beating all other media to it, it becomes breaking news
Stakeholders impact• We could also see that media, government agencies, and insurance
companies react quite quickly (Base time 14:42)
– Unites States Navy comes in at 14:58 (4x in 8 min)
– Abbott (Insurance) comes in at 15:19– Boeing comes in at 15:24– Travel and Transport comes in at 15:26– Turner.com/CNN comes in at 15:30 (total 14 visits)
• First visit after searching for 'emergency landing Iceland”– United Airlines come in at 15:33
• After searching for "united airlines“ on Google News– Delta Airlines comes in at 15:35– Fly United becomes a Twitter follower of Icenews at 16:40– Travelers Insurance comes in at 20:20– Alaska Air comes in at 20:51 (through Twitter)
Nearly 200 pick-ups after 24 hours
Further general findings• Data collected on over 200 articles and ePRs for 12 months
– 80% of reads happen within the first 24 hours– Google News returns around 25% of referrals– Google Web another 52%– The rest is direct access and other referrals– Some of the media we saw come in:
• bbc.co.uk, amiga-news.de, ,newsquest.co.uk, Times, Sun ,nytimes.com, washingtontimes.com, timesgroup.com, seatimes.com, guardian.co.uk, jerseyeveningpost.com, praguepost.com, hallandsposten.se, washpost.com, berlingske.dk, capitalmarketdaily.com, mbl.is, aftonbladet.se, newsweekmag.com, bruneitimes.com.bn, sptimes.com, newsint.co.uk ,ny1news.com, nydailynews.com, newspaper.gr, bloomberg.com, gmnews.co.uk, cambrian-news.co.uk, newswire.ca, ecnnews.com, prnewswire.com, fdanews.com, direct-news.info, newsltd.com.au, post-gazette.com, economist.com, euromonitor.com, businessmonitor.com, fremantlemedia.net, almamedia.fi, tv2.dk, tv2bornholm.dk, tv2.no, hallandsposten.se, zdf.de, usnews.com, gazetaexpress.com , gmnews.co.uk, afp.com, MSNBC, patriot-news.com, sportnewspapers.co.uk, ntv.jp, mtvne.com , fijitv.com.fj, radio-canada.ca, polskieradio.pl, radiofrance.com, wezeradio.com, herald.com, topradio.de, capitalmarketdaily.com, yahoo News, frettabladid.is, express.co.uk, ruv.is, businessexprezz.com, reuters.com, reuters.se, businessmonitor.com, press.net
Target Group / Internet Users / Media Consumers
Client Message
PR Agency / Distributor
Online Media Distribution
Direct Media Distribution
News aggregators and alerts
(e.g. Google news)
Traditional MediaOnline Media
Own Media, 3rd party mediaand partners
Media distribution toolsDatabase of 900.000 journalistsEditors, Columnists and News Desks
Mon
itorin
g an
d An
alys
ing Media pick up
e.g. Blogs, niche newssites, and forums,RSS feeds etc.
Copywriting, editing and translating
Pick up
opportunity arises, be
Don’t wait until
proactive!
Bottom Line:
THANK YOU
Kristján Már Hauksson@optimizeyourweb
Get my book on Amazonhttp://amzn.to/uv0CtE