Lee Odden

Resources for New Media and Social Media PR

There’s a growing amount of buzz about social media lately, but specifically of interest is social media press releases. As we fold the new media press release, press room and media relations tactics into our PR strategy, I’ve been monitoring a number of resources on the topic of new media PR and the hRelease or social media news release and offer some of those links here.

New Media Release Group – A Google group started to discuss the new media release format with participants ranging from independent PR consultants to PR Newswire and Market Wire.

New PR – Constantin Basturea’s “Digg style” site for new media public relations news.

Workspace for Social Media Press Release (hRelease) – hRelease is a community effort to define a new format for press releases via a community standard microformat

Lee Odden

New Rules for Social Media Optimization

There is an exceptionally interesting meme developing around the idea of social media optimization. It started with Rohit Bhargava of Ogilvy Public Relations and his 5 Rules of Social Media Optimization (SMO) and this insight:

“The concept behind SMO is simple: implement changes to optimize a site so that it is more easily linked to, more highly visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and vlogs.”

With contributions by Jeremiah Owyang, “Rules of Social Media Optimization and Cameron Olthuis, “Introduction to Social Media Optimization” who offers this take on SMO:

Lee Odden

ad:tech Chicago – Advertising with Social Media

ad:tech Chicago is coming along nicely. Coverage of the conference by Online Marketing Blog as well as DMNews and iMedia Connection is keeping those who were not able to attend well informed. Here’s the next installement of our coverage:
Any discussion about social media and social networking is going to involve MySpace. This session did exactly that with some aspect of MySpace being included in just about every speaker’s contribution to the session.

Rather than a presentation format, moderator David Carlick of Vantage Point Venture Partners introduces “Social Media: The Dynamics of the Genre and the Opportunities for Marketers” as a Q and A session.

Carlick starts things out talking about MySpace as a way to explain social media and social networking. He shows a MySpace news clip: MySpace most popular site over Yahoo and Google. The challenge with MySpace is how to leverage advertising.

Lee Odden

ad:tech Chicago – Big Brands and Podcasting

Here is the next installment of Online Marketing Blog coverage of ad:tech Chicago 2006:

With a slight delay, this standing room only session started off with Moderator Henry Copeland of blogads.com introducing the speakers which included: Michael Moore of Nestle Purina Pet Care, Robert Claypoole “Consumer and Professional Relationship Marketing” for Johnson and Johnson Vision Care division, Heather Sefcik of Henkel Consumer Adhesives (Duck Tape) and Brian Bloom of Ligget Stashower, a marketing PR firm that works with the Duck Tape brand.

Heather and Brian Bloom did a tag team presentation with Heather starting things off by offering a quick Duck Tape 101 history. Starting in WWII, Duck Tape today is a household name with a cult like following. Duck Tape has “become cool”.

Lee Odden

ad:tech Announces New Programming Chair Drew Ianni


Well, here’s the first big announcement during ad:tech Chicago, Drew Ianni was appointed Chair, Programming.

ad:tech Executive Chair Susan Bratton, who oversaw the production of ad:tech Chicago comments: “Drew and I have been friends and colleagues for years, and I‚Äôm proud to announce him as my successor,” said Susan Bratton, CEO of Cendara, Inc. and new ad:tech advisory board Chair Emeritus. “I am excited to see him continue to grow ad:tech as a premium brand.”.

Ianni has a pretty extensive backround reaching back to 1995 with CKS and most recently with Sheridan Square Partners.

Hopefully I will get a chance to meet Drew and get his take on the future of ad:tech and interactive marketing in general.

Lee Odden

Blogging Interactive Marketing – ad:tech Chicago 2006

Next week is the next installment of the most popular event for interactive marketers, ad:tech. This year’s Chicago conference promises outstanding keynotes on multicultural marketing, creativity and new ways for marketers to reach customers. Sessions range from search marketing to word of mouth to the development of personas.

The event will be covered on the ad:tech blog by Steve Hall of Adrants, David Berkowitz of 360i, Lee Odden of TopRank Online Marketing (me) and Carly Lesser from CDG Solutions. The sessions I plan on blogging include:

  • Organic SEO Fireside Chat with the Experts – Monday 10:30
  • Blogging / RSS / Podcasting / Vidcasting – Monday 11:45
  • Linking and Optimization for Better Rankings and More Traffic – Monday 2:00
Lee Odden

Search Marketing Events

If you’re looking for sources of information on search marketing, conferences can be a great resource. Or. if you’re a conference junkie like me, then you’ll find the SEOBook “Must See SEO Events” calendar exceptionally useful.¬† Some disclosure here, I am editing the calendar along with Aaron.

Some of the conferences listed include:

  • Search Engine Strategies
  • WebmasterWorld Pubcon
  • ad:tech
  • DMA conferences
  • MIMA
  • eMetrics Summit
  • eTail
  • Shop.org Summit
  • Search Insider Summit
  • OMMA
  • Affiliate Summit
  • SEO Roadshow
  • SEO Bash
  • And more

If you know of a conference that deals in some way with search marketing (SEO or SEM) then drop a comment. Regional events are welcome as well.

Lee Odden

Integrating SEO with Public Relations

Karen Sams over at our PR firm does a nice job explaining the value and benefits of incorporating search engine optimization with public relations in a short PR and SEO video case study.

You hear a lot of buzz about PR and SEO in articles, on forums, conferences, etc with few practical examples. Of the examples that are shown, they are often repeats of the same example. For some variety and insight, Our team put together a short video with information on one particular client campaign involving search engine optmization and public relations with impressive results.

Lee Odden

MIMA Web Analytics Seminar

Members of the Minnesota Interactive Marketing Association and the local interactive community in the Twin Cities will be getting the lowdown on web analytics next week. Eric T. Peterson from the Visual Sciences division of web analytics firm, WebSideStory and author of several books on web measurement will be presenting, “Making Your Web Analytics Work. Hard”.

From the press release:

‚ÄúFew organizations fully realize the potential of their investment in web analytics technology,‚Äù said Peterson. ‚ÄúWeb analytics applications provide truly actionable data that can be used to positively impact an organization‚Äôs bottom-line but companies need to treat web analytics as a business process, not simply an ad hoc endeavor. My work at Visual Sciences, and my MIMA presentation, revolves around how companies can treat web analytics as a business process and dramatically improve the return on investment.”

Lee Odden

SEO and Interactive Marketing

“Why Media Buyers Must Understand SEO” by Tessa Wegert over at ClickZ addresses how blogs and viral marketing are effective linking tactics and therefore important for search marketing.

Increasingly, I am seeing the creative aspect of search marketing growing in importance. SEO grew out of IT because so many technical issues existed causing sites not to rank well. Now search engines are better at indexing a wider array of file formats and more sophisticaed urls. Off page factors such as links are just as or more important as technical SEO.

Viral marketing and link bait are pretty much the same thing and it’s the creative side of search marketing that will generate the most value as the industry matures. Great content is the best linking strategy whether that content exists on your site or somewhere else and links back to you.