pubcon 2010 : how smbs can use pr campaigns to grow traffic - guillaume bouchard

STRATÉGIE INTERACTIVE – 55 AVENUE MONT-ROYAL O., SUITE 999, MONTRÉAL (QC) H2T 2S6

How SMBs Can Use PR Campaigns to Grow Traffic

PUBCON 2010

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STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM

ONLINE PR & SEO

NATURALNATURAL LINKS LINKS

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ONLINE PR & SEO

ONLINE PR ACCELERATES THE NATURAL LINK ATTRACTION PROCESS

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ONLINE PR & SEO

BRAND AWARENESS

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LINKS

NEW CONTENT


BRAND AWARENESS

NATURAL POPULARITY

PR BOOSTS POPULARITY

NATURAL LINKS

RANKINGS

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CAMPAIGNS

BUZZ

LINKS

NEW CONTENT

LINKING TO HOMEPAGE

BORING

CAMPAIGN PAGES & BLOGS

CONTENT FREEDOM

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PR & SEARCH

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4 KEY PR TACTICS

EVENT MANAGEMENT> Engaging bloggers> Conferences, meetups, stunts, contests

COMMUNITY MANAGEMENT> Participation in social communities> Brand monitoring

SOCIAL NEWS OPTIMIZATION> Promoting content on social media news sites

WIDGETS> Develping small applications for bloggers to put on their sites

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EVENT MANAGEMENT

PR STRATEGY> Use online, offline, or, preferably, both!> Target bloggers & influencers> Offer incentives> Develop suitable content> Master platforms before the launch> Update content regularly during events> Don’t let it die after the event (eg. The Facebook page, etc.)

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EVENT MANAGEMENT & SEO

SEO STRATEGY> Blend incentives with link attraction

> Develop linkworthy pages> Stay on domain> Interlink accordingly

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EVENT MANAGEMENT – BUSINESS CASE

THE SITUATION> Microsoft pushes into Open Source> Organizing Make Web Not War event in Montreal

THE PLAN> Creation of Wordpress site> Email campaign, creation of Twitter and Facebook accounts> Coverage before and during the event

THE RESULTS> More than 400 signups at the event, 250 participants> 850 retweets and 2443 tweets in 4 days> Twitter generated 12% of signups

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EVENT MANAGEMENT – BUSINESS CASE

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COMMUNITY MANAGEMENT

THE PLATFORMS> Social Sites: Facebook, Twitter, YouTube> Content: Sites, Blogs, Mobile, Web Apps, Contests, Emails

PR STRATEGY> Target power users, consumers> Proactive participation, building loyalty> Engage with them transparently and honestly> Use a contest to increase visibility> Using tools to monitor the communities and engage with them> Engage with multiple platforms simultaneously> Define clear objectives and measure results

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COMMUNITY MANAGEMENT & SEO

SEO STRATEGY> Comes from brand awareness

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COMMUNITY MANAGEMENT – BUSINESS CASE

THE SITUATION> Reposition their offering> Rejuvenate their clientele

THE PLAN> Social Offensive: Contest based around KIDS collection> Communities Targeted: Site, Facebook, Twitter

THE RESULTS> Thousands of newsletter subscribers> Thousands of new Facebook members> Hundreds of new Twitter followers

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SOCIAL NEWS OPTIMIZATION & SEO

THE PLATFORMS> Social Sites: StumbleUpon, Digg, Reddit, Mixx> Content: Blog

THE STRATEGY> Develop the platform (blog)> Develop high quality content> Engage with power users, influencers

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SOCIAL NEWS OPTIMIZATION

SEO STRATEGY

> Keyword use, if possible

> Interlink accordingly

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SOCIAL NEWS OPTIMIZATION – BUSINESS CASE

THE SITUATION> Specialized web hosting company> Seeking growth in North American market

THE PLAN> Develop the blog platform> Create and promote 2-4 socially-suited articles per month

THE RESULTS> Hundreds of links per social push> Traffic spikes (eg. Facebook Etiquette article, 18k UVs in 48 hours, 50k UVs in one month)

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SOCIAL NEWS OPTIMIZATION – BUSINESS CASE

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WIDGETS

THE PLATFORMS> Blogs

THE STRATEGY> Conceive a plausibly installable widget> Identify blog target verticals likely to install the widget> Develop the widget> Contact blogs (no automation – all manual, personal)> Maintain widget content (if applicable)

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WIDGETS & SEO

SEO STRATEGY> Widget contains links> Can develop the widget in flash, complete HTML shell behind> In contacting, the brand gets promoted

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WIDGETS – BUSINESS CASE

THE SITUATION>More than 80 top of the line villages>Wanting to increase SEO rankings

THE PLAN>Develop a blog and a widget>Promote and incentivize widget implementation

THE RESULTS>More than 50 widget installations on blogs>Millions of impressions, hundreds of inbound links

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Traffic - Club Med Blog

> 65% Traffic Growth

> 45% from Facebook, Club Med, and Blogs with the Widget

> 15% Direct Traffic

> 40% Organic SEO

> Important Keyword Rankings


CONCLUSIONS

TACTICS ACQUISITION LOYALTY BRANDING SEO

Event Management

Community Management

Social News Optimization

Widgets

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THANK YOU!

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> EMAIL [email protected]

> NVI SITE NVISOLUTIONS.COM

> NVI BLOG (EN) NVISOLUTIONS.COM/BLOG

> NVI BLOG (FR) GO-REFERENCEMENT.ORG

Find us on Twitter (@NVI, @GuillaumeSEO) or Facebook

pubcon 2010 : how smbs can use pr campaigns to grow traffic - guillaume bouchard

Technology