mi dag3
TRANSCRIPT
![Page 1: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/1.jpg)
www.disruptivemedia.se
Den traditionella byråvärlden
MI dag 3
2008-12-15Annika Lidne
![Page 2: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/2.jpg)
www.disruptivemedia.se
Den traditionella byråvärlden
Grundläggandesökmotoroptimering
![Page 3: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/3.jpg)
www.disruptivemedia.se
Den traditionella byråvärlden
1<h1>Rubrik</h1>
<p>Brödtext</p>
<ul> <li>Lista</li></ul>
Sökmotorer måste
begripa ditt innehåll =
korrekt html-kod
![Page 4: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/4.jpg)
www.disruptivemedia.se
Den traditionella byråvärlden
2‣ INGA Flash sajter
‣ INGA frames
‣ INGA javascript i navigation
![Page 5: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/5.jpg)
www.disruptivemedia.se
Den traditionella byråvärlden
3Sökmotorer gillar
sajter som är byggda med webbstandards.
![Page 6: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/6.jpg)
www.disruptivemedia.se
Den traditionella byråvärlden
4 Sökmotorer älskar sajter med färskt, ofta uppdaterat innehåll
![Page 7: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/7.jpg)
www.disruptivemedia.se
Den traditionella byråvärlden
5 Innehåll måste vara fokuserat, nischat
& baserat på en nyckelordsstrategi
![Page 8: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/8.jpg)
www.disruptivemedia.se
Den traditionella byråvärlden
6 Sökmotorer räknarrelevanta, INKOMMANDE länkar
![Page 9: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/9.jpg)
www.disruptivemedia.se
Den traditionella byråvärlden
7 a good article
... our partner, who ...
We work with❖ Boverket❖ DN❖ Ericsson❖ Electrolux ...som en artighet
...men också bra
UTGÅENDE
länkar
![Page 10: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/10.jpg)
www.disruptivemedia.se
Den traditionella byråvärlden
8Skapa bra, användbart innehåll
som folk vill läsa –
och låt dem veta att det finns.
Sammanfattning
Marknadsföringstugg hjälper sällan.
![Page 11: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/11.jpg)
www.disruptivemedia.se
Den traditionella byråvärlden
Sanningens ögonblick...
![Page 12: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/12.jpg)
www.disruptivemedia.se
Den traditionella byråvärlden
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!
![Page 13: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/13.jpg)
Den sociala media pressreleasen
![Page 14: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/14.jpg)
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.
![Page 15: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/15.jpg)
Pressreleasens funktion har förändrats
förr
Pressrelease RedaktionpUBLIK
Mediekanal
pR-BYRÅN
Journalist
nu också
Pressrelease Internet
![Page 16: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/16.jpg)
av alla amerikaner
i IT-industrin läser
pressreleaser via Google News och Yahoo News.
51%
![Page 17: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/17.jpg)
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.
![Page 18: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/18.jpg)
Internet rationaliserar bort
mellanledet.
![Page 19: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/19.jpg)
Olika målgrupper.
Olika metoder.
‣ Traditionell media / Journalister
‣ Pressinformation mot bloggare
‣ Kvalificerad PR mot bloggare
‣ Relationsbyggande med bloggare
‣ Direktinformation till allmänheten
![Page 20: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/20.jpg)
Tiden för envägskommunikation
är över
![Page 21: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/21.jpg)
Du måste vara överallt.
![Page 22: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/22.jpg)
Sociala verktyg vi kan använda
![Page 23: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/23.jpg)
![Page 24: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/24.jpg)
![Page 25: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/25.jpg)
![Page 26: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/26.jpg)
![Page 27: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/27.jpg)
![Page 28: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/28.jpg)
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
![Page 29: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/29.jpg)
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”
![Page 30: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/30.jpg)
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
![Page 31: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/31.jpg)
Social Media Newsroom
![Page 32: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/32.jpg)
![Page 33: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/33.jpg)
![Page 34: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/34.jpg)
![Page 35: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/35.jpg)
![Page 36: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/36.jpg)
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
![Page 37: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/37.jpg)
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
![Page 38: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/38.jpg)
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
![Page 39: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/39.jpg)
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
![Page 40: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/40.jpg)
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
![Page 41: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/41.jpg)
We won’t pretend to have read your
blog if we haven’t.
Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
6
![Page 42: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/42.jpg)
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
![Page 43: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/43.jpg)
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
![Page 44: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/44.jpg)
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
![Page 45: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/45.jpg)
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
![Page 46: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/46.jpg)
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
![Page 47: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/47.jpg)
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
![Page 48: Mi Dag3](https://reader033.vdocuments.net/reader033/viewer/2022060120/559353b21a28abb51b8b468d/html5/thumbnails/48.jpg)
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