www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

Social Media Press Releases etc etc...

www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

1. Digital press releases2. SEO optimisation of PR3. ORM (Online Reputation management)

www.chrisrawlinson.com Blogger, Pilot, English chap etc etc

Traditional Press releases

• Pre written, copy and paste.• Lacking multimedia content • Long

www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

Digital Press release • Multimedia rich• Short• World reach• Interactive

www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

Digital Press release site www.nokiaconnect.co.za

www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

Key contents•Keep it short: First few lines is the main message you want to get across, use bullet points for key facts etc

•Multimedia Content: Images, Video, audio clips embedded or linked to (use existing channels such as Flickr, YouTube etc to upload content)

•Use relevant hyperlinks to point peeps in the right direction (will also help with your brands SEO)

•Include digital contact details of brand representative (Twitter, IM, email etc)

•Include a “subscribe for more” button if pos such as RSS feed button

www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

Bloggers likes

• Free stuff !• Being first• Free stuff !• Info on demand• Free Stuff !• Multimedia content• Free stuff !• Creating their own content

www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

Find influential Bloggers here

www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

Web Traffic cycles

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Web Traffic

www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

SEO KeysMake your press releases work in your favour

Headers contain key search phrase etc

First sentence contains key works, phrases

Tag all content

Link to relevant pages / sites

Add share buttons (twitter, Buzz, Digg etc

etc)

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ORM (Online rep management)

A great brand can take months, if not years, and millions of Rands to build. It should be the thing you hold most precious.

It can be destroyed in hours by a blogger upset with your company

www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

ORM (Online rep management)Key points• Monitor your brand constantly online • Make sure your own content is on the top of search results• Find facts • Respond quickly• If negative try take it offline first

www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

ORM ToolsFree

• Google Alerts• Yahoo Alerts• Twitter Search• Monitorthis.com• Technorati Blog Search

Paid

• Brandseye• Trackur• saidwot

www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

ORM (Online rep management)Do’s

Don'ts

• Listen• Express humility• Act quickly• Offer communication (offline is often better)• Bump negative posts off Google (SEO, forum posts etc)

• Do nothing and stick your head in the sand• Fight fire with fire• Get lawyers involved unless absolutely necessary • Create fake personas

Kulula case study

Kulula’s new livery: •Over 250,000 unique visitor on my site alone in 2 weeks•Over 10,000 click through to Kulula booking site•Picked up on all major entertainment blogs and more

Audi MVP case study

MVP Invite

Bob & Audi MVP’s

Audi MVP case study

Audi Cape Town Twitter

Audi facebook

Audi Cape Town Blog

www.ChrisRawlinson.com Blogger, Pilot, English chap etc etc

“The illiterates of the 21st century will not be the people that can’t read or write, it will be the people that fail to learn, unlearn, and re-learn “

Alvin Toffler- American writer and futurist

Thanks guys and girls