1. Content Seeding
Turning negative to positive

2. This is serious stuff!
The Game is ON!

3. Those still here - Thank you!

4. What is content seeding?
• It depends on the need
– For a company selling services it might be making sure that
the Information needed by the consumer is there when
they need it
– For the politician it is making sure that his/hers side is
there when needed
• The Bottom-line is that
– 80% of all searches are informational
– That about 75% of those that read information online
believe it even of they do not know the source
• All of this is very important as the search engines are
relaying more and more on real-time current
information

5. The POST Method/Model
• People
– Don't start a social strategy until you know the capabilities of your
audience.
• If you're targeting college students, use social networks. If you're reaching out
business travellers, consider ratings and reviews.
• Objectives
– Pick one; are you starting an application to listen to your customers, or
to talk with them? To support them, or to energize your best
customers to evangelize others?
• Strategy
– Strategy here means figuring out what will be different after you're
done. Do you want a closer, two-way relationship with your best
customers?
• Technology
– A community, a wiki. A blog or a hundred blogs. Once you know your
people, objectives, and strategy, then you can decide with confidence.
More about POST = http://goo.gl/cGI6

6. Client Message
Pick up PR Agency / Copywriting, editing
and translating
Distributor
3rd party media Online Media Direct Media Media distribution tools
and partners Distribution Distribution Database of 900.000 journalists
Editors, Columnists and News Desks
e.g. Blogs, niche news Traditional
sites, and forums, Online Media
RSS feeds etc. Media pick up Media
Monitoring and Analysing
News aggregators
and alerts
(e.g. Google news)
Target Group / Internet Users / Media Consumers

7. Basics
The proactive approach

8. Four steps
• Plan – Have a plan, be ready with basic material.
Generic information that can be used at short
notice
– Act part 1: Start seeding information. Saturate the
search space.
Brand, products, services, stakeholders, etc…
• Listen – Take note of what is being said out there
• Evaluate – Take time to look at the collected data
and form a response if needed
• Act – Don’t disregard what is being said, have a
plan

9. Plan
• Foresee possible scenarios
• Be ready with outlines of press releases, possible PPC
campaigns, etc..
• Analyse who is your audience and where
and how to communicate with them
• What assets do you have access to that
could help deal with the issue?

10. Listen
• Tap into the flow of information using tools like:
– Google & Yahoo! Alerts
– Vocus
– Radian6
– HeartBeat
– Trackur
– Feedster & Technorati
– On-site analytics
• What happens if you search your
brand or your name online in conjunction with
keywords like ‘bad services’?

11. Evaluate
• Is non-reaction an option?
• What type of crisis/opportunity is this?
– Products
– Services
– Stakeholders
– Other….

12. Act
• The sources of your problems are also your sources
of opportunity
• Based on your plan and possible assets, what can
you do?
– Simple PPC campaign
– Front-loaded burst of online press releases
– Blog posts
– Etc….

13. Mapping your digital asset cloud
G Buzz Technorati
YouTube
eBay
Flickr RSS PPC
Email lists
Blogs .co.uk Mobile
Company .dk .de
Regional
Twitter Topical .us .no User forums
.COM
CEO
.nl
.is Vimeo
.pt Display
Intranet .fr .se
PR
LinkedIn Newslettes
Webinars
Digg
Slide Share
Facebook

14. Don’t wait until
trouble happens, be
proactive!

15. Case Study
Inspired by Iceland

16. The POST Method/Model
• People
– Don't start a social strategy until you know the capabilities of your
audience.
• If you're targeting college students, use social networks. If you're reaching out
business travellers, consider ratings and reviews.
• Objectives
– Pick one. Are you starting an application to listen to your customers, or
to talk with them? To support them, or to energize your best
customers to evangelize others?
• Strategy
– Strategy here means figuring out what will be different after you're
done. Do you want a closer, two-way relationship with your best
customers?
• Technology
– A community. A wiki. A blog or a hundred blogs. Once you know your
people, objectives, and strategy, then you can decide with confidence.
More about POST = http://goo.gl/cGI6

17. What happens
when bad news goes
live?

18. Searchers go crazy

19. Strategy in Short
• Problem: Iceland is hit by a Volcano that halts most flight traffic and threatens tourism at a
critical moment
• Solution: A multilingual multichannel strategy was created focusing on Google Universal.
YouTube/Vimeo Videos were created, Facebook Fan and Like Pages and ad campaigns based
on selected demographics, on top of that Twitter bursts and blog posts. The strategy among
other was to attach Iceland to high profile brands and names such as John Lennon, Lonely
Planet, CNN and general search phrases like music festival, travel destination and so on.
Targeted phrases had close to ten million monthly searches.
• Implementation: New web site was launched, unique content was written and distributed in
7 languages focusing on key stakeholders such as journalists, travel agents and the general
traveller raising awareness of Iceland – Things are OK we are still here!.
• Results: Information about inspired by Iceland was viewed over one hundred million times
through this multi channel multi lingual approach. Close to 20% growth in tourist traffic to
Iceland – Online the campaign got well over 100.000.000 impressions.
• Following screenshots illustrate the impact

21. Inspired by Iceland – Case Study
CONNECTING THE DOTS

22. Imagine Peace - English

23. Lonely Planet - Dutch

24. John Lennon - English

25. John Lennon - English

26. From 0 to 260,000
@optimizeyourweb

27. From close to 0 to 1,1 million

28. Video Distribution

29. Video Distribution cont.
@optimizeyourweb

30. Direct Media Impact
150,000 visitors
in the first week
Total 1.8 million

31. Direct Media Impact

32. Inspired by Iceland in the Media

33. The ball is still rolling

34. Bottom line
• By leveraging Google Universal and focusing on a multi
channel/lingual approach we were able to take over and
hold visibility for very strong search terms over a
important period of time
• This was a vital part of an overall branding strategy
keeping Iceland top of mind when it came to being the
travel destination and killing as much as could be done of
the negative news in relation to volcano activities
• A 2010 tourist summer that looked bleak was on par with
a very successful 2009, 2011 looks close to 20% better
than the year before and 2012 is looking fantastic!

35. Research: Behaviour of Journalists and other
stakeholders when news happens
Case Study

36. Breaking News
… the time from when it happens
until it becomes news …

37. Core findings
• From observing over 200 news and ePR
distributions, we have found that:
– Google News picks up within 2 to 5 minutes, even less in
some cases
– Those with comprehensive Google alert services receive
an alert notification within a few minutes of the PR/news
being detected
– Over 70% of Trackbacks happen within the same day, some
27% within two days and the rest takes longer

38. Top level behavior findings
• How do journalists, reporters, editors, and other
stakeholders use the Internet?
– We know that 98% of journalists go online daily* and
some 78% use it for research
– But what we do not know exactly is the response
time. In cooperation with the IceNews Network and
eNewsWire UK, we monitored these stakeholders
• How much time elapses from when a news story is sent out
until they visit the site?
• How much time from when they come and read the news
item until they write about the topic?
*The 7th Middleberg/Ross survey

39. Response time measurement
• In this case we looked mostly at “breaking news”
• Media we have observed reacting are: New York
Times, Washington Times, CNN, Seattle
Times, Guardian, BBC, Bloomberg, plus some 40
more
• Main findings: This is a very dynamic
environment with response time down to 2
hours.
– That is from when the news/PR is sent out until it is
being read and picked up by other media

40. Example
United needs to make
emergency landing

41. United Airlines Emergency landing
• Around 14:30 local / GMT time, a United Airlines
Boeing 767 airplane makes a safe unsceduled landing
in Keflavik International airport
• The airplane was flying between London and Chicago
with 178 people on board
• Icenews gets access to information beating all other
media to it, it becomes breaking news

42. Stakeholders impact
• We could also see that media, government agencies, and insurance
companies react quite quickly (Base time 14:42)
– Unites States Navy comes in at 14:58 (4x in 8 min)
– Abbott (Insurance) comes in at 15:19
– Boeing comes in at 15:24
– Travel and Transport comes in at 15:26
– Turner.com/CNN comes in at 15:30 (total 14 visits)
• First visit after searching for 'emergency landing Iceland”
– United Airlines come in at 15:33
• After searching for "united airlines“ on Google News
– Delta Airlines comes in at 15:35
– Fly United becomes a Twitter follower of Icenews at 16:40
– Travelers Insurance comes in at 20:20
– Alaska Air comes in at 20:51 (through Twitter)

43. Nearly 200 pick-ups after 24 hours

44. Further general findings
• Data collected on over 200 articles and ePRs for 12 months
– 80% of reads happen within the first 24 hours
– Google News returns around 25% of referrals
– Google Web another 52%
– The rest is direct access and other referrals
– Some of the media we saw come in:
• bbc.co.uk, amiga-news.de, ,newsquest.co.uk, Times, Sun
,nytimes.com, washingtontimes.com, timesgroup.com, seatimes.com, guardia
n.co.uk, jerseyeveningpost.com, praguepost.com, hallandsposten.se, washpos
t.com, berlingske.dk, capitalmarketdaily.com, mbl.is, aftonbladet.se, newswee
kmag.com, bruneitimes.com.bn, sptimes.com, newsint.co.uk
,ny1news.com, nydailynews.com, newspaper.gr, bloomberg.com, gmnews.co.
uk, cambrian-
news.co.uk, newswire.ca, ecnnews.com, prnewswire.com, fdanews.com, direc
t-news.info, newsltd.com.au, post-
gazette.com, economist.com, euromonitor.com, businessmonitor.com, freman
tlemedia.net, almamedia.fi, tv2.dk, tv2bornholm.dk, tv2.no, hallandsposten.se
, zdf.de, usnews.com, gazetaexpress.com
, gmnews.co.uk, afp.com, MSNBC, patriot-
news.com, sportnewspapers.co.uk, ntv.jp, mtvne.com , fijitv.com.fj, radio-
canada.ca, polskieradio.pl, radiofrance.com, wezeradio.com, herald.com, topr
adio.de, capitalmarketdaily.com, yahoo
News, frettabladid.is, express.co.uk, ruv.is, businessexprezz.com, reuters.com,
reuters.se, businessmonitor.com, press.net

45. Client Message
Pick up PR Agency / Copywriting, editing
and translating
Distributor
Own Media, Online Media Direct Media Media distribution tools
3rd party media Distribution Distribution Database of 900.000 journalists
and partners Editors, Columnists and News Desks
e.g. Blogs, niche news Traditional
sites, and forums, Online Media
RSS feeds etc. Media pick up Media
Monitoring and Analysing
News aggregators
and alerts
(e.g. Google news)
Target Group / Internet Users / Media Consumers

46. Bottom Line:
Don’t wait until
opportunity arises, be
proactive!

47. Kristján Már Hauksson
@optimizeyourweb
THANK YOU
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