Digital PR: Toolkits, Reputation, and

Search Matter More than Ever Before

Presented by Casey Knox
Director, Communications at AREA203
@caseymaeknox
Southeast PRSA District Conference 2012 - #sePRSA12
DEFINITION
DIGITAL PR:
The use of online technologies to:
1. Build relationships
2. Communicate and exchange messages
3. Protect and build brand positioning
#sePRSA12
STATISTICS
of users never scroll past the rst page of search
results com Score

US internet users say negative info they read online,
made them change their mind about a purchase
decision eMarketer

of consumers say that online reviews inuence their
perception about companies eMarketer

83%
8 of 10
75%
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Digital PR: Toolkits
Digital PR Toolkit: MS Ofce
Think beyond writing press releases using Word & creating
PowerPoint presentations for monthly reporting...
Think of ways to use these tools.

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Digital PR Toolkit: MS Ofce
Use Excel to synthesize and pivot your data and create custom
dashboards.


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Digital PR Toolkit: MS Ofce
Master PowerPoint and create/populate a SlideShare account
to facilitate lead generation for B2B.

http://bit.ly/yousuckpptx

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SlideShare Stats & Facts
Largest social content network

60 million visits a month

Top 200 web sites

LinkedIn acquired SlideShare in 2012

400,000 new presentations uploaded
monthly
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Digital PR Toolkit: MS Ofce
Leverage a simple Word document for an employee-generated
content strategy.
(credit: Southwest Airlines)

Information to capture:
Idea: storyline
Multimedia: links, photos, videos
Timeline: when to expect it
Misc.: what else is needed
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Digital PR Toolkit: Content Generation

PAID
Paying to leverage the power of
a channel to deliver a message
that drives audiences to
another type of media is almost
always scalable by performance.
OWNED
Creating content within a controlled
environment and setting a repeatable,
value-added experience is (dare I say)
key to all content strategies.
EARNED
Built through engagement,
conversation and content sharing, the
customer is the channel here.

#sePRSA12
Look at content distribution in the context of paid, owned,
and earned media.
Digital PR Toolkit: Content Generation
Employee-generated content

User-generated content

Branded content

Promotional content

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Repurposing content
Multiple executions of content
Rened v. unrened content



Digital PR Toolkit: Content Generation
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Unrened or rened video content?
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Digital PR Toolkit: Social Media
LISTENING
CONTENT
ENGAGEMENT
INTEGRATION
MEASUREMENT
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Five pillars of social media management

1
2
3
4
5
Digital PR Toolkit: Social Media Categories and Audience Types
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Digital PR & Social Intelligence
Digital PR & Social Media Intelligence
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Top digital pr uses from social intelligence:

1. PR audit (i.e., earned media volume, trend analysis, sentiment analysis, etc)

2. Crisis identication
3. Respond to real-time pr opportunities
Digital PR & Social Media Intelligence
#sePRSA12
Social Intelligence - the
listening and collection of
data from social media
sources for business value.
Crisis identication case study
#sePRSA12
Alternate Route Map to Lake Atitln
Objective: Correct a viral travel advisory from US Embassy to avoid travel to Lake Atitln
(identied through social intelligence)
Target Audience: U.S. travelers with plans to visit Guatemala
Solution: Disseminate corrective media statement, collect alternate route footage to post on
social properties and share digitally through media and travel inuencers
Media: Public relations; social media
Result: Positive buzz outnumbered negative buzz 57% to 43%; crisis ended within 3 weeks
Crisis identication case study takeaways
#sePRSA12
Use a mix of tools (organic, free and paid tools)

Conducting pro-active internet-wide listening is paramount (listen beyond your property line)

Optimize keyword sets and subsets weekly/monthly and as needed

Open communication lines between Marketing, Corporate Communications, Advertising
and PR (sign NDAs and share intelligence)

Have a crisis plan in place (scenario planning, escalation ladders, response ow charts,
contact lists, etc)

Digital PR & Optimization
Digital PR optimization: Outbrain
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Content discovery platform
Helps users discover your
content based on what
they are currently reading
Placement among world
renowned premium
publishers
USAToday.com
CNN.com
NewYorkPost.com
Mashable.com
Digital PR optimization case study
#sePRSA12
Objective: Increase awareness and positive search results for LeadPiles 3rd consecutive
Inc. Magazine nominationFastest Growing Companies in America
Target Audience: Potential customers and Industry peers
Solution: Launch an integrated PR and social media campaign
Media: Digital public relations; social media
Result: Over 21,OOO article clicks; more than 16M impressions; increased Twitter community
size by 100%; gained two page one organic search results for LeadPIle
Digital PR optimization case study takeaways
#sePRSA12
Recommended test campaigns media budget ($5k for 30 days-minimum)

Create several title options to test

Outbrains comprehensive analytics dashboard; track clicks,
impressions, interactions, conversions (i.e., application downloads)

Outbrain is a pay-for-performance model

Use Outbrain as part of an overall PR strategy

Digital PR & Search
Digital PR & Search Engines Rankings
Ways to positively impact SERPs

Publish owned media releases
Gain positive earned media
coverage
Build a portfolio of social and
owned assets

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Digital PR & Search Engines
Quality content is key
Use relevant links (but not too many)
Integrate social sharing and traction
around content
Use plain/natural languagedont
create cryptic headlines
Digital PR & Search Audiences
75% of users never scroll past the rst page of search results com Score

Press releases headlines with less than 130 characters get more
clicks PR Newswire


Make every aspect of a press releases tweetable PR Newswire
Headline
Sub-headline
Every sentence
The multi-media (images or videos)




Suggested Reference Materials
Thank You!
casey.knox@AREA203.com
@caseymaeknox
@AREA203Digital