“Event Marketing--Gaining Visibility Through Social News” The iReach Product Launch Michael Crumley, Senior Manager, PR Newswire Amanda Eldridge, Director, Strategic Channels, PR Newswire Suzanne Carawan, Vice President, Global Marketing, etouches
“Event Marketing--Gaining Visibility
Through Social News”
The iReach Product Launch
Michael Crumley, Senior Manager, PR Newswire Amanda Eldridge, Director, Strategic Channels, PR Newswire Suzanne Carawan, Vice President, Global Marketing, etouches
Planner Challenge
• Planners asked to do more and more
• More competition exists for prospective attendee and attendee’s attention and share of wallet
• Most planners are on their own to figure out how to use social and content tools
Content Challenge
• Many point solutions for content
• Freemium has taken over the world
• Little understanding of SEO and SEM
• Few planners are adding banner ad and social media paid placement into their promotion budgets
Marketing Challenge
• Little segmentation and messaging
• Few events have seen content as a new form of revenue generation
• Few events have seen content as one of the new value-adds and benefits of coming to the event
• Missing an opportunity to bundle together content and networking/education opportunities
Example: Tradeshow
• Event organizer uses content distribution to announce highlights, dates, central attractions & speakers
• Event organizer sells package to exhibitors to better distribute their product launch announcements and provides them with a value-add fee-based package:
– News release distribution
– Exhibitor directory listing and page with content
– Exhibitor appointments
– Exhibitor-sponsored roundtables, lounges, etc
Drive web site traffic and enhance online
visibility of your event
PR Newswire and eTouches
Michael Crumley, Sr. Manager, SME Program
PR Newswire
Who is PR Newswire?
PR Newswire pioneered the commercial news distribution industry nearly 60 years ago and continues to be the leader in innovative communications and marketing services.
We connect you with your
audiences everywhere.
PR Newswire – THE GLOBAL LEADER
Ranked #1 in online visibility Ranked #1 in reach and traffic Ranked #1 in social media interaction
etouches Extends its Event
Marketing Communications
Capabilities with PR Newswire
The PR Newswire-powered product will extend
etouches' event platform and allow event marketers
and organizers to:
• Bolster search engine rankings
• Gain visibility for their event's speakers, exhibitors,
and content program
• Drive registration and potential media coverage
Through PR Newswire's iReach platform, which
seamlessly integrates with etouches' platform, event
organizers, marketers and exhibitors are able to
disseminate important event-related information to
over 1,500 web sites and social media sites, achieve
higher search engine rankings, increase event
awareness and drive traffic to the event website.
The Lifecycle of a Piece of Content
From submission to transmission
Amanda Eldridge, Director, Strategic Channels
PR Newswire
Submission
• Content is submitted though
the iReach/etouches platform.
• Distribution level selected is
WebReach with SocialPost.
• An image is also included with
the content.
Transmission
• Content is delivered to the Editorial team who then begins to process the text and image.
• Content is tagged in an XHTML editor and coded for applicable trades.
• The Multimedia Desk is working on the image at the same time.
• Both content and image are then transmitted to online databases.
• Ten minutes after the initial transmission the first tweet is sent.
• The second tweet is sent two hours later.
• The final tweet is sent four hours later.
Distribution Placement and Reporting
After transmission, content is readily available through search engines.
Visibility can then be measured via PR Newswire’s ReleaseWatch™ Reporting.
What is Content Marketing?
“Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to attract,
acquire, and engage a clearly defined
and understood target audience - with the
objective of driving profitable customer
action.”
-Joe Pulizzi
Content Marketing Institute and Founder of Junta42
“If you’re not content
marketing, you’re not
marketing”.
- Joe Pulizzi, Content Marketing Institute
What is iReach? iReach is the budget friendly, content distribution
platform. An affordable, easy solution for sharing your
news with your key audiences and potential customers
online.
• Choose from several online news release
distributions
• Write release via integrated wizard (simple form
page)
• Pay via credit card
• Submit
Your release will be distributed within 24-hours, or you
can choose your distribution date and time.
https://ireach.prnewswire.com/etouches/
Product Options
iReach product options to meet your needs:
WebReach online distribution network
consists of 1,500+ websites, databases and
online services.
Reporting - ReleaseWatch
ReleaseWatch
ReleaseWatch is a report that's
generated every time a Web Reach or
Web ReachPLUS product is sent
through iReach. It is sent via email, and
includes links to where the full text of a
release appears on some of the over
1,500+ sites we sample for the report.
ReleaseWatch contains:
• Links to websites that display the full
text of your release on their site
• An average of almost 200 links per
report
Your Story’s Potential Reach
Web coverage
Traditional media Social media
Your
Release
Social Media Tools
Turn your press release into a hub for
social media sharing.
Readers can share your news through
popular sites, such as:
• Google +
• and more!
• Increase visibility
• Higher search results ranking
• Extend message life
Get Lasting Visibility with Search Engine
Optimization (SEO)
So how do I get started?
COMPLETE FREE REGISTRATION at
https://ireach.prnewswire.com/etouches/
• Terms and Conditions
• eMail verification
Submit an order
1 – Select the product
https://ireach.prnewswire.com/etouches/
Getting Started is as easy as 1-2-3
2 – Complete the “order” page
https://ireach.prnewswire.com/etouches/
• Contact Information
• Copy for press release
• Timing of distribution
• Etc.
• Submit
Getting Started is as easy as 1-2-3
3 – Preview your copy
https://ireach.prnewswire.com/etouches/
• Agree to Terms & Condition
SUBMIT!!!
We connect you with your
audiences everywhere.
To try it, go to the iReach-etouches website
Follow etouches:
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Follow etouchesevents:
Vimeo, SlideShare & YouTube