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Dana Todd

Chief Marketing Officer

dtodd@newsforce.com

Twitter: @danatodd, @newsforce

Former journalist

Co-founder of SiteLab, SEMPO and Newsforce

Newsforce software products:

Newsforce Network: “Revenue Engine” for news publishers

(converts banner space into advertorial)

SEO Tool: Cheap, easy SEO and ranking reports for press

releases ($20!)

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60 million unique visitors / 1.5 billion page views monthly

And 100s more! See more…

Stop “episodic” old-news thinking

Use SEO for PR, and PR for SEO

Buy a share of voice

Mobile news

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40,000 journalists lost

their jobs in 2009.

Almost 50% of journalism jobs

are gone since 1999.

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Source: Pew Research Center

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Source: comScore, Dec 2009

Google overtakes

NYTimes Digital

Yahoo News

Google News

NY Times Digital

CNN

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Press releases

Tweets

Blogposts

Social media

Videos

Podcasts

Slideshows

White papers, PDFs

Yes and no. This customer affected organic rankings after only 2 press releases over 60 days, but it also pushed some rankings down in Google.

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Newsforce Network

Pay Per Post/Social Spark

Adfusion

Outbrain

Family Features

Zemanta

Coming soon? AOL/SEED and Digg

Most online publications offer “custom sponsored

content” if you ask

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Sponsored

content

Eye Tracking Study - Source: Newsforce Engagement Study, Enquiro, 2008

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Contextual target

The New York Times reported on its front page that

hoki, best known as the primary ingredient in the

Filet-O-Fish, is at risk of depletion

The New Zealand companies that farm hoki by the

metric ton weren‟t pleased by the article, which

pointed to “ominous signs of overfishing”

PR firm CounterPoint Strategies fought back –

WITH FULL FORCE

First, they switched the linked page from NYTimes

to a rebuttal statement

Took out ads on Google Adwords, Facebook and

media trade journals such as Mediapost

Targeted „hoki‟ keywords and NY Times employees

Got an apology, then took out more ads to show off

the apology

Changed the NYTimes-linked page again, to include

the full apology letter

19Case study and images courtesy of CounterPoint Strategies

(eric.mcerlain@counterpointstrategies.com)

Facebook ads

Mediapost ads

Note: image above is for

different campaign

Strategy: “Confront, expose, share, repeat”

2x increase in site traffic

Got the apology from NY Times

Happy client

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Mobile News Network (AP) reported 26 million

pageviews on its smartphone apps in Sept 2009

Apps market is competitive, but there are still

opportunities to create branded vertical and

consumer news apps

How to reach this audience? RSS, ads, search

iPad and Kindle are also creating new opportunities

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News apps are viewed an average of 11x per week by users!

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Dana Todd

Newsforce, Inc.

619-459-3603

dtodd@newsforce.com

www.newsforcenetwork.com

Publisher demo site: http://demo.newsforce.com/news

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