Digital PR strategy overview: how to find great keywords to capture awareness through news search, and how to be a better storyteller to create your "brand storyline" through stories and press releases on the internet.

1. Strategies for Digital PR Dana Todd, CMO Newsforce, Inc. www.newsforce.com SES Chicago 2009

2. About Newsforce/Me Twitter: @danatodd - Official hashtag is “seschi” Former journalist Co-founder of SiteLab, SEMPO and Newsforce Newsforce software products: SEO Tool: Cheap, easy SEO and ranking reports for press releases ($20!) Newsforce Network: “Revenue Engine” for news publishers (converts unsold banner space into advertorial space)

3. Quick Agenda Keyword strategy for digital PR Content strategy

4. Keyword Strategy for PR Before you start brainstorming your next/annual PR strategy: Research your news searchlandscape Make a “keyword calendar” for 6-9 months out

5. Step 1: Start Old School Remember editorial calendars? Assemble 12-20 of the print pubs that your audience(s) read most Look online for their editorial calendars, or request one from an ad sales rep Some online-only sites also issue editorial calendars

6. Why This Step? Opportunities for you to reach out to journalists ahead of time Predicting upcoming topic bubbles that will influence search Finding gaps where there’s little competition in the News space

7. Look for Commonalities Map potential topics in a spreadsheet Look for: Alignments (e.g. 3 pubs + same topic + same month) Topics where you have a potential tie-in Gaps compared to Google Trends

8. Step 2: Google Trends Opportunity: heavy search activity in Q1, but most of the news competition in is Q3 and Q4 Although most sales of Florida real estate occur in Q3, and that’s where most ad dollars are spent in print, the “search season” is actually Q1!

9. Opportunity: Breast Cancer Awareness Month causes search spiking, but also lots of news coverage. Potential tactic: release multiple stories with multi-channel coverage (YouTube video, text, etc.)

10. Step 3: Add SEO Baseline KWs Look at your top SEO priority targets Include 1-2 baseline targets in every release as a best practice (can put them in boilerplate)

11. Assemble Final Targets

12. Step 4: Write Stories Remember to actually use the KWs exactly, plus variations Optimize: title, abstract, body of releases, photo file names, video tags For journalist pitches or social media news releases, tuck KWs into the “canned quotes” Include hyperlinks on the KW phrases

13. Real Outcome: SEO Impact After 2 press releases and 60 days

14. Content Strategy Because nothing ever goes away on the internet, think of every story as building on a complex and evolving storyline. What stories would support communication and brand goals? What conversations did you hear in your research? Multiple audiences to tell stories to: Journalists, bloggers general public search engines Formats? text, video, pictures, interactive, social Time period and frequency of each story?

15. Sample PR Content Strategy Starbucks Challenge: Product perception is “overpriced coffee, luxury item”, first thing to cut in recession Solution: build sense of hyperlocal ownership of Starbuck to create emotional value-add Stories will highlight neighborhood uses of Starbucks to foster social and community activity Conversion path: tie to social media channel (hyperlocalFacebook Pages, Twitter feeds, etc.)

16. “Dog Owners Build Support Network” “Mommy Meetups Replacing Book Clubs in Child-Friendly Coffee Shops” “Research Correlates 10% Property Value Increase with Addition of Neighborhood Starbucks” “Local Artists Find Refuge, Inspiration and Promotional Opportunities in Local Starbucks” “Writers’ Corner Brings Opportunities for Troubled Teens”

17. Advertorial/Sponsored News Opportunities Newsforce Network Social Spark Adfusion Outbrain Family Features Coming soon? AOL/SEED and Digg

18. Thank You! Dana Todd, Chief Marketing Officer Newsforce, Inc. www.newsforcenetwork.com Direct: +1 619-459-3603 dtodd@newsforce.com Twitter: @newsforce, @danatodd