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What PR professionals need to know about the web

I was lucky enough to do the lunch keynote at the Bulldog Reporter Media relations Summit yesterday, with 500 PR professionals in attendance. The keynote was on What PR Professionals Need to Know About the Web (in addition to a panel session on social media), and there was some coverage here and here and here. But I found the other sessions to be quite interesting and I wanted to share my thoughts as I listened to the other speakers.


Robert Scoble did a great breakfast keynote—I jotted down several interesting ideas he had. He showed the attendees twittervision, where different Twitterers have their comments mapped from wherever they are in the world. He had some slides done with SlideRocket. But the most interesting thing I saw was what Robert called “a TV station in your pocket” when he pulled out is Nokia camera and started transmitting live video over the Internet through Qik.com.
Later in the day, Brian Kaminski of iProspect and Lee Odden of the Online Marketing Blog gave a great session on drawing traffic to your Web site.
Brian previewed some research on the clicks associated with blended search results pages, such as Google Universal Search. Brian showed that of all the new kind sof content added to the blended results page, news stories get the most clicks (38%), with images second (31%), and videos drawing 17%. Brian indicated that the dispartity in click rates is partially due to more news and image results than video results—he expected that video clicks will increase when more video results are shown.
Lee Odden followed up by emphasizing to PR pros how important search marketing is to public relations. He showed how half of all Web sites visit a corporate Web site or an online newsroom at least once a week. That’s why it is so important for PR folks to optimize these content assets. Lee had a great chart that showed the different online PR techniques listed by Push and Pull. Push techniques include sending your content to wire services and RSS feeds, and having people pitch the stories to reporters and even directly to customers through social networks. Pull techniques include search-optimized press releases, your online newsroom, social media techniques, and traditional media coverage.
From the questions I got yesterday, PR pros seem willing to take a few chances to try things the Web way.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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