Pubcon 2010 : How SMBs Can Use PR Campaigns to Grow Traffic - Guillaume Bouchard
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Transcript of 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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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
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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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COMMUNITY MANAGEMENT – BUSINESS CASE
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COMMUNITY MANAGEMENT – BUSINESS CASE
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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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WIDGETS – BUSINESS CASE
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WIDGETS – BUSINESS CASE
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WIDGETS – BUSINESS CASE
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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
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CONCLUSIONS
TACTICS ACQUISITION LOYALTY BRANDING SEO
Event Management
Community Management
Social News Optimization
Widgets
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THANK YOU!
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