Date post: | 09-May-2015 |
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PR: 30 ONLINE IDEAS
What is PR?
The planned communication between an organisation and the audiences that matter to it, driving the audiences to behave in a certain way
Let’s Go Back in Time
In the Old DaysMedia relations, events, market reports, printed
newsletters, awards..
Benefits Being…• Impartial third party endorsement• Brand or product awareness• Authority• Personality• Winning hearts and minds
Measurement
• Column inches?• Quality and scale of coverage?• Sales?
Back to Today…
PR = Most Powerful
Marketing today is ALL about content & conversations
More Interlinking Tools
…everything is amplified, no effort is wasted
AND the benefits are measurable!
PR today delivers
All the benefits of the old days PLUS... Improved SEO Relevant traffic directly to your site Web content Other content ideas Product and service ideas Database expansion More, deeper, direct relationships for less Massive economies
30 IDEAS
Generate masses of relevant traffic
Key words• Find your niches• What’s your traffic searching for?• What are the battles you can win
that are worth winning?
News
• Keyword optimise your news releases
• Build in relevant links to your website
• ‘Sell’ your news into key media
Example
Enhance website
• Use same approach creating keyword rich landing pages• Re-use press materials• Use extracts in blogs• Tweet about elements• Share on Facebook• Use as basis for LinkedIn discussions
Example
Build authority and database
e.g. Reports, how to’s, white papers Promote in the media Load as presentations on slideshare Share, tweet, use as basis of LinkedIn discussions Host on site Downloadable with datacapture
Example
More media opportunities
Twitter:• Follow your key media• Put them into a private list & monitor their tweets• Spot opportunities & build relationships
#journorequest
Create content
E.g. Guides• Ask people on twitter
for their top tips• When the guide’s
ready, promote it on twitter
• Share some of the content as tips on twitter
Create content
Or via LinkedIn:
• Ask people in a group for their top tips
• Pull together into a branded mini guide
• Host it online
• Credit all contributors
• When it’s ready tell the group
• Contributors will share!
Run quick polls on LinkedIn
• Post a poll• Ask everyone you know to take part• Promote it in Groups• Tweet about it • Then use the findings in your PR!
Survey Monkey Research
• Identify areas that need researching
• Drive people to your online survey
Keep on top of the media agenda:Google alerts
Boost your events
• Ask for topics you should be covering or content to share
• Promote event on twitter and give it a hashtag
• During the event, use twitter to identify topics for Q&A sessions
• Use existing hashtags to promote your presence
• Identify contacts & meet
Connect without events
Linkedin group• Don’t let in competitors• Promote on twitter and
Linkedin• Have initiatives,
discussions, promotions
Drive Action
Drive Interaction
Dovetail into sales
• Have a catalogue? Get people to tweet a photo of them with the catalogue to get a prize
• “@ethicalstore is offering the first person who tweets a picture of themselves with their new #catalogue, £10 to spend”
• Have a special code available to twitter followers which unlocks a discount on your e-commerce site
Demonstrate expertise
• Create content that can be easily shared
• How tos on YouTube• Slideshare• Also host on site• Tweet about them• Tweet tips• Answer questions on
Demonstrate your products
Third party endorsement on steroids!
Traditional Media• Still have editorial• But can now share
the exposure
Third party endorsement on steroids!
New Media• Encourage the
audience to talk and share
Third party endorsement on steroids!
Bloggers• Treat like
journalists• Respect them• Review product• Come to events• Input into your
development• Guest blog on
your site
Measurement
• Forget just column inches…you can now measure PR’s contribution
Database additions Followers, sharers Web traffic Time on site See what’s working Put a value on your activity
Google Analytics
Hootsuite
How about this?
Energy PR www.energypr.co.uk +44 (0) 1993 823011
Thank you
@EnergyPR@louisefw
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