Presentation for a search-interested audience on how understanding the structure of the media and understanding the customer journey can help with media and blogger outreach

1. Copyright SEO PR Training Ltd.
For content placement and links:
The media
Claire Thompson
13/06/2013 @SEOPRTraining

2.  Waves PR
 SEO PR Training
 In house
 @claireatwaves
 @seoprtraining
 @waterwytche
13/06/2013 2@SEOPRTraining
Who am I

3. Copyright SEO PR Training Ltd. 13/06/2013 @SEOPRTraining

4. The media
13/06/2013 4@SEOPRTraining
Source: shamelessly
cribbed from Blue Glass
presentation
Third party
endorsement

5. The endorsement ladder
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What I say
about me
My opinion is
valued by
other people
A third party
chooses to
write about
me
My
customers
commit to
writing how
good I am
Web Links Social media

6. Where does the media fit?
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Source: Google Think Insights

7. #searchlondon
Number of sources referred to in Insurance sector?
5.8
7.3
14.7
11.7
Ref: 2001 Census

8. #searchlondon
Number of sources referred to for restaurants
18.2
5.8
9.8
8.9
Ref: eTForecasts
Sept 2004

9. #searchlondon
Average no of sources used for travel
10.8
14.7
10.2
18.2
Ref: Ofcom 2004

10. #searchlondon
 Across devices
 Across media and social media types
 Online and offline

11. Copyright SEO PR Training Ltd.
How?
13/06/2013 @SEOPRTraining11

12.  Editor
 News Editor
 Features Editor
 Freelance
 Specialist Editors
 Trainee
 Sub Editor
 Pictures Editor
 Interactive pages
 Bloggers
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Who’s who, what they do and what they want
Old photo
alert!!!
Journalists
are people
too!

13.  Be topical
 Be controversial
 Be the expert
 Celebrities
 Think outside of the box: local
media, broadcast and radio. Offline!
The smartest way of all?
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Hollywood links: five smart ways
ASK!!!

14. #searchlondon 14@SEOPRTraining
Dumb things to watch out for….

15. Then share the hell out of it in relevant places

16. Copyright SEO PR Training Ltd.
Q&A
Thank you for your attention!
Claire Thompson
Waves PR/SEO PR Training
T: 0118 946 1320
13/06/2013 16@SEOPRTraining