Search engine optimization and social media in 2010
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Sheila Koefkorn, President of KEO Marketing
At the recent #SMAZ conference in Phoenix, I had the pleasure of moderating a panel of experts that included Sheila Kloefkorn. She is president of KEO Marketing, a firm in Phoenix, Arizona that provides online marketing strategy and execution, including SEO, search engine marketing and social media. Her clients are in the U.S. and more than 100 countries around the world.
I asked her for some SEO tips for this coming year. Above all, she says, focus first on the content and the message, and don’t get so wrapped around the axle thinking about the social media vehicle.
“You’ve probably heard it said that there is nothing certain but change. Well that is certainly true of Search Engine Optimization and Social Media in 2010. Google is launching a new architecture for the back end of its search engine, code named Google Caffeine, in early Q1. While the details are kept private by Google, we do know that the algorithm, or mathematical formula, of how Google determines first page ranking for search queries, will favor ‘new, fresh, relevant content.’
This is great news if you have a content strategy that is focused on frequently updated useful information and if you are leveraging social media to get that word out and develop community.
Facebook news feeds on public company and fan pages, twitter streams and LinkedIn status updates are indexed by Google, Bing and some other engines in what is nearing real time. Blog posts are frequently showing up in search results within minutes and hours of being posted. Product reviews and comments on local search listings and sites like Yelp and Merchant Circle are also showing up quickly.
Today, effective search engine optimization and social media means having a content and engagement strategy that includes not only your website but all of the sites where your customers and prospects hang out online.
If you listen, you are authentic and helpful, and make your content compelling and easy to consume, you will reap dividends in both B2C and B2B marketing in 2010.”
Beware the “big bang” theory in PR
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A college class I took on medieval imagery (ah, the freedom of a liberal arts education!) introduced me to Boethius’ consolation of philosophy. if you’ve never read it, it’s an interesting view of the wheel of Fortune and how fate can turn on a dime.
When I watch some of the “big bang” PR tactics of tech companies, whether it’s a big sudden splash through print/broadcast advertising, an opulent holiday party, or a self-serving charitable donation to a national crisis, I think of Boethius. Those big, splashy PR moves are a harbinger of lean days to come. How much better it is to grow slowly and methodically, and wait for your natural turn on the wheel of Fortune. And to remember that what goes up must come down.
For more info on the imagery, check out this Brown University website.
How to use social media to promote your invention
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You can’t meet Peter Kertz without feeling some of his enthusiasm about his invention, The Sonic Seal. It’s a waterproof cover for electric toothbrushes, and he has been using social media successfully to get the word out.
- - Tell me a little bit about how you got the idea for sonic seal?
That clean feel of a Sonicare toothbrush has been a staple in my everyday routine, just like 10’s of millions of others around the world. One morning I was using my beloved Sonicare and noticed a very peculiar taste in my mouth. Peeking down my nose to the handle of the brush I noticed a brownish liquid coming out from under the replacement head. Immediately unscrewing the head, I saw a mess of bacteria and mold inside and it had been leaking into my mouth. The Sonic Seal waterproof cover was born. Read More→
How to work with the Associated Press
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The Arizona Book Publishing Association hosted four members of the AP in Phoenix tonite at its January meeting. Pauline Arrillaga, Josh Hoffner, Bob Christie and Jim Trotter gave candid advice – so if you’re hoping to work with the AP at some point, here are some valuable insights into how they operate.
Just so you understand the scope and power of the Associated Press, they were founded in 1846 and are the largest and oldest news organization in the world. They have 4,000 employees, 240 bureaus, and more than 10 million images. The west desk in Phoenix is one of 4 regional hubs in the U.S., including Atlanta, Philadelphia and Chicago. In the past, NYC was the hub, but in the last year, the organization decided to establish editing centers closer to the regions they cover. In addition to the 4 regional hubs, AP has bureaus in every state. Read More→
Apple iPad and a look back at the first ebooks, 1983
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Master's thesis, Boston University, 1984
Steve Jobs demoed the Apple iPad today, which although not available for several months, promises to take us closer to e-book reality.
Master’s Thesis
I first researched e-books in 1983-84 as part of my master’s thesis at Boston University’s College of Communication. The project analyzed what was then an emerging communications technology, driven through the videotext channels at the time. Videotext is a two-way interactive system which transmits information on telephone or cable lines to a specially adapted television set or home computer. Book publishing stood to be affected by videotext because it offered an important alternative to the familiar physical book that we all know. Read More→
The revolution is right under your nose
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Credit: zoonabar
In the last week, I have attended several conferences and seminars in Phoenix. My big take away? There is a serious changing of the guard in business, and if you happen to belong to the over 40 crowd, you need to sit up and pay attention.
The old rules of business went out the window long ago. That was the world where you waited patiently and put in your time at your job, and gradually acquired the incremental, tangible signs of your advancement in your career. Maybe it was the bigger cubicle. Maybe it was the office window and covered parking. Maybe it was the bigger salary.
At these conferences, the speakers are not wizened old businessmen and women in starched suits. They are young, vibrant entrepreneurs in their 20s and 30s. They didn’t wait for their turn in line. They went for the brass ring and held on tight. They are leveraging social media to exponentially grow their businesses.
The revolution is right under your nose. Do you see it?
Elder care for dummies – what we did right
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I’m now 5 months into unexpected elder care. Many people have urged me to list some tips for others who might be going through this process. So here’s a candid assessment of what I think my family did right.
The background: my 85-year-old mother was still living by herself in the New England home that she and my father purchased in the early 60s. She was diagnosed with colon cancer a couple of years ago, and was undergoing biweekly chemotherapy treatments. Despite urging from her family friends and neighbors, she resisted any effort to even contemplate moving from the house into independent living, let alone take action. To make matters worse, she grew up during the Depression and hoarded everything. Read More→
Tips on pitching media
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I sat in on a helpful media breakfast this morning, featuring three editors from Scottsdale media and put on by PRSA’s Phoenix chapter. No matter whether you’re pitching Scottsdale media or just pitching editors and reporters in general, they had useful tips – here’s a breakdown of what we learned from Peter Corbett of the Scottsdale Republic, Michelle Glicksman of So Scottsdale and Scottsdale Health magazines, and Kimberly Hundley of Scottsdale Airpark News:
- Media in general prefer local calls vs. calls coming in from NY, LA, etc – the local people have a better idea of the pulse of the community and its publications
- Reporters appreciate it when PR contacts make the information understandable. “Get to the point, break it down (no jargon).” One phrase given as an example of jargon was “business solutions” – so strike that from your press release copy!
- With smaller staffs at the publications these days, the reporters’ jobs are more challenging
- Extremely aggressive PR tactics are discouraged
- Because of the economy, editors like Michelle are stretched thin. She relies on PR people more. Downside – she can’t always be at events, since she handles so much of the publication activities, from concept to coordinator to the words on the page. Read More→
New to social media? This conference is for you.
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MADCAP Theater, Tempe, AZ
The agenda is now up for the Social Media for Business event that will be held Monday, January 25th, at the Madcap Theater in Tempe. You can check it out here.
Organized by Fred von Graf, #SMAZ was first held in Tempe last August. It’s an informal conference where you have a veritable fish hatchery of people in AZ who are involved in social media. You should attend if you:
- are new to social media and have questions – sit in on the panel I’ll be moderating Monday afternoon 3:00 – 4:00 p.m., which welcomes questions from the audience
- want to hear the latest trends in social media
- like mingling with others who are interested in twitter, blogs, Facebook, search marketing, web analytics
- want to learn how to use social media to build brand evangelists
- are interested in how to make social media pay
By the way, the food is fantastic – breakfast and lunch are included in the fee. And parking is easy. And no restroom lines!!!
To get 45% off the ticket price, use the discount code VPRB.
AP opening hub in Phoenix for better regional coverage
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If you’re in public relations and want to learn how to work more closely with the Associated Press, there is an upcoming panel in Phoenix featuring Pauline Arrilaga and Josh Hoffner from the new Phoenix AP hub.
By placing writers in regional areas, they are increasing AP’s ability to break overnight news and get content to clients faster.
You can find more info on the panel here, including registration. It is sponsored by the Arizona Book Publishing Association and will be held at the Radisson Hotel near Sky Harbor Airport.
