Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Content seeding

•Download as PPTX, PDF•
•
SMFB ENGINE
SMFB ENGINE

Content seeding involves strategically distributing positive information online when needed to shape perceptions. This document discusses how search engines rely heavily on current real-time information, and how 80% of searches are informational with 75% of online readers believing information even without knowing the source. It also summarizes a case study where a multilingual, multichannel strategy helped grow tourism to Iceland by 20% after a volcanic eruption disrupted flights. The strategy leveraged platforms like Google, YouTube, Facebook and blogs to distribute new positive content about Iceland in 7 languages.

1 of 47
Content Seeding Turning negative to positive
This is serious stuff! The Game is ON!
Those still here - Thank you!
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
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
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
Basics The proactive approach
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
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?
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’?
Evaluate • Is non-reaction an option? • What type of crisis/opportunity is this? – Products – Services – Stakeholders – Other….
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….
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
Don’t wait until trouble happens, be proactive!
Case Study Inspired by Iceland
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
What happens when bad news goes live?
Searchers go crazy
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
Content seeding
Inspired by Iceland – Case Study CONNECTING THE DOTS
Imagine Peace - English
Lonely Planet - Dutch
John Lennon - English
John Lennon - English
From 0 to 260,000 @optimizeyourweb
From close to 0 to 1,1 million
Video Distribution
Video Distribution cont. @optimizeyourweb
Direct Media Impact 150,000 visitors in the first week Total 1.8 million
Direct Media Impact
Inspired by Iceland in the Media
The ball is still rolling
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!
Research: Behaviour of Journalists and other stakeholders when news happens Case Study
Breaking News … the time from when it happens until it becomes news …
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
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
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
Example United needs to make emergency landing
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
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)
Nearly 200 pick-ups after 24 hours
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
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
Bottom Line: Don’t wait until opportunity arises, be proactive!
Kristján Már Hauksson @optimizeyourweb THANK YOU Get my book on Amazon http://amzn.to/uv0CtE

More Related Content

Content seeding

  • 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
  • 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!
  • 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?
  • 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
  • 24. John Lennon - English
  • 25. John Lennon - English
  • 26. From 0 to 260,000 @optimizeyourweb
  • 27. From close to 0 to 1,1 million
  • 29. Video Distribution cont. @optimizeyourweb
  • 30. Direct Media Impact 150,000 visitors in the first week Total 1.8 million
  • 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 Get my book on Amazon http://amzn.to/uv0CtE