pubcon 2010 : how smbs can use pr campaigns to grow traffic - guillaume bouchard
DESCRIPTION
PubCon Las Vegas is one of the most popular conference about Search, Social Media and Internet Marketing in the industry. Guillaume Bouchard participated to the session How SMBs Can Use PR Campaigns to Grow Traffic?TRANSCRIPT
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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STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM
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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