1. MI dag 3
2008-12-15
Annika Lidne
www.disruptivemedia.se

2. Grundläggande
sökmotoroptimering
www.disruptivemedia.se

3. 1
<h1>Rubrik</h1>
Sökmotorer måste
<p>Brödtext</p>
begripa ditt innehåll =
<ul>
<li>Lista</li>
</ul> korrekt html-kod
www.disruptivemedia.se

4. 2
‣ INGA Flash sajter
‣ INGA frames
‣ INGA javascript i navigation
www.disruptivemedia.se

5. 3
Sökmotorer gillar
sajter som är byggda
med webbstandards.
www.disruptivemedia.se

6. 4 Sökmotorer älskar sajter med
färskt, ofta uppdaterat innehåll
www.disruptivemedia.se

7. 5
Innehåll måste vara
fokuserat, nischat
& baserat på en
nyckelordsstrategi
www.disruptivemedia.se

8. 6 Sökmotorer räknar
relevanta, INKOMMANDE länkar
www.disruptivemedia.se

9. 7 a
good
article
...men också bra
... our
partner, UTGÅENDE
who ... länkar
We work with
❖ Boverket
❖ DN
❖ Ericsson
...som en artighet ❖ Electrolux
www.disruptivemedia.se

10. Sammanfattning
8
Skapa bra, användbart innehåll
som folk vill läsa –
och låt dem veta att det finns.
Marknadsföringstugg hjälper sällan.
www.disruptivemedia.se

11. Sanningens ögonblick...
www.disruptivemedia.se

12. Företagssajten Bloggen
Semantisk kodning nej ja
SEO-vänlig navigation nej ja
Byggt med webbstandards nej ja
Ofta uppdaterat innehåll nej ja
Nichat, fokuserat innehåll ibland vanligtvis
Bra, inkommande länkar sällan ofta
Utgående länkar sällan oh ja!
Bygger relationer med
publiken sällan absolut!
www.disruptivemedia.se

13. Den sociala media
pressreleasen

14. Varför behöver vi en ny typ av
pressrelease?
1. För att anpassa den till dagens teknik och innehåll.
2. För att öka den virala spridningen av
företagsnyheter.
3. För att göra journalisternas jobb enklare.
4. För att underlätta sök.

15. Pressreleasens funktion har förändrats
förr
p
R p
Pressrelease Redaktion Journalist Mediekanal
- U
B
B nu också
Y L
R Pressrelease Internet I
Å K
N

16. 51%
av alla amerikaner
i IT-industrin läser
pressreleaser via Google
News och Yahoo News.

17. Det betyder att ha en nyckel-
ordsstrategi för att kunna
nyckelordsoptimera din text för att
sökmotorerna ska hitta din
nyckelordsstinna pressrelease via
nyckelorden och driva trafik till den
sajt det gäller där produkterna med
alla dessa nyckelord kan hittas.

18. Internet
rationaliserar bort
mellanledet.

19. Olika målgrupper.
Olika metoder.
‣ Traditionell media / Journalister
‣ Pressinformation mot bloggare
‣ Kvalificerad PR mot bloggare
‣ Relationsbyggande med bloggare
‣ Direktinformation till allmänheten

20. Tiden för
envägskommunikation
är över

21. Du måste vara överallt.

22. Sociala verktyg vi kan använda

28. Use Social Media tools to do what each is best at
Blog platform publishing
RSS feed publishing
Search tags
Social bookmarking viral
del.icio.us links
Flickr images
YouTube video
SlideShare slides

29. SOCIAL MEDIA PRESS RELEASE
TEMPLATE, VERSION 1.0
CONTACT Client contact Spokesperson Agency contact
INFORMATION: Phone #/skype Phone #/skype Phone #/skype
Email Email Email
IM address IM address IM address
Web site Blog/relevant post Web site
NEWS RELEASE HEADLINE
Subhead
CORE NEWS FACTS
! Bullet-points preferable
LINK & RSS FEED TO PURPOSE-BUILT DEL.ICIO.US PAGE
The purpose-built del.icio.us page offers hyperlinks (and PR annotation in
“notes” fields) to relevant historical, trend, market, product & competitive
content sources, providing context as-needed, and, on-going updates.
MP3 FILE OR GRAPHIC VIDEO
PHOTO
PODCAST LINK e.g., product e.g., brief
e.g., product
e.g., sound bytes schematic; product demo
picture, exec
by various market size by in-house
headshot, etc.
stakeholders graphs; logos expert
MORE MULTIMEDIA AVAILABLE BY REQUEST
e.g., “download white paper”
PRE-APPROVED QUOTES FROM CORPORATE EXECUTIVES, ANALYSTS,
CUSTOMERS AND/OR PARTNERS
Recommendation: no more than 2 quotes 5.3quot; per contact. The PR agency should have additional
quotes at-the-ready, “upon request,” for journalists who desire exclusive content. This provides
opportunity for Agency to add further value to interested media.
LINKS TO RELEVANT COVERAGE TO-DATE (OPTIONAL)
This empowers journalist to “take a different angle,” etc.
These links would also be cross-posted to the custom del.icio.us site.
BOILERPLATE STATEMENTS
RSS FEED TO CLIENT’S NEWS RELEASES
“ADD TO DEL.ICIO.US”
Allows readers to use the release as a standalone portal to this news
TECHNORATI TAGS/“DIGG THIS”

30. Exempel
Sergeant’s:
http://www.prnewswire.com/mnr/ftmlo/26434/
Anasoft:
http://www.urlwire.com/news/103006.html
FordFocus:
http://www.media.ford.com/products/focus08/
index.html

31. Social Media Newsroom

36. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
We reach out to bloggers because we
respect your influence and feel that we
1 might have something that is
“remarkable” which could be of interest
to you and/or your audience.

37. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
We will only propose blogger outreach
as a tactic if it complements our overall
2 strategy. We will not recommend it as a
panacea for every social media
campaign.

38. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
We will always be transparent and
3 clearly disclose who we are and who
we work for in our outreach email.

39. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
Before we email you, we will check out
your blog’s About, Contact and
4 Advertising page in an effort to see if
you have blatantly said you would not
like to be contacted by PR/Marketing
companies. If so, we’ll leave you alone.

40. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
If you tell us there is a specific way you
5 want to be reached, we’ll adhere to
those guidelines.

41. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
6 We won’t pretend to have read your
blog if we haven’t.

42. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
In our email we will convey why we
7 think you, in particular, might be
interested in our client’s product, issue,
event or message.

43. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
We won’t leave you hanging. If your
contact at Ogilvy PR is going out of
8 town or will be unreachable, we will
provide you with an alternate point of
contact.

44. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
We encourage you to disclose our
9 relationship with you to your readers,
and will never ask you to do otherwise.

45. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
You are entitled to blog on information
10 or products we give you in any way you
see fit.
(Yes, you can even say you hate it.)

46. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
If you don’t want to hear from us again,
11 we will place you on our Do Not
Contact list – which we will share with
the rest of the Ogilvy PR agency.

47. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
If you are initially interested in the
campaign, but don’t respond to one of
12 our emails, we will follow up with you
no more than once.
If you don’t respond to us at all, we’ll
leave you alone.

48. Ogilvy PR’s Blogger Outreach Code of Ethics (Beta Version)
Our initial outreach email will always
13 include a link to Ogilvy PR’s Blog
Outreach Code of Ethics.