Ways to Improve Blog or Site Outreach:
Guest virals = putting viral content on high profile sites on behalf on your brand and/or image. This is actually really easy to get big sites to host this (who wouldn’t want this kind of stuff) but ask for a link back to the client site – within embedded code
- We’ve been successful with this on some of the biggest news sites on the web – they wouldn’t be interested in just a guest post (they have plenty of written content) but a well designed info graphic could work well.
- Tip: reach out to people who have linked to / embedded / dugg etc your content and build a good relationship with them, these are invaluable for getting them to help you with follow up content
- Track social success – analyze viral successes/failures to learn for the next time.
Having a pre-planned content strategy is very useful. Note: marketing messages don’t count! Think above and beyond and try and do engaging content above and beyond the norm.
Align this with marketing calendars and PR initiatives
- Find someone in your organisation that can speak like your customers do
- Transparency. No-one wants to be a part of a community that’s not genuine. Allow feedback, talk/respond to people.
- Monitor - Make a decision before you start on what you want to achieve Understand the correlation between activities and metrics Be wary of changing metrics halfway through a campaign – can cause issues (you end up changing your tactics) and also can alter transparency >
The UK Code of Non-Broadcast Advertising (CAP Code) means you can’t pose as non-client on social media sites
- People think virals are excluded from this – they’re not! You have to disclose commercial intent from a legal standpoint
- Example: Orlando Figues posted fake reviews on Amazon for his own academic books (he used his university name) – then got caught and tried to blame his wife!
- The Proactive Approach is Best
- have a plan, be ready with basic information and foress possible scenarios
- saturate the search space for brand terms, products etc – so you are ready to capture people trying to find out more when a problem or opportunity happens suddenly
- Be ready with draft PPC campaigns for unexpected / sudden events (eg ash cloud or others that can be predicted) – an airline should have a plan in place for what to do if a plane goes down, etc.
- What assets do you have that you can take advantage of when
- Think about what happens when people search for [your brand] + “bad service”
- Example – Icelandic travel client of theirs is expecting a really good summer as a result of the focus on Iceland from the volcano – curious people!
- A problem / threat is also an opportunity, look at what the opportunity could be from any threat
- Re tools: Yahoo Analytics offers a lot more detail than Google Analytics in terms of who individual visitors are – worth sticking on your site as it’s free.