Www.mediaroom.com Advanced Techniques for online mediarooms Whats hype and whats not? September 2006.

www.mediaroom.com

Advanced Techniques for online mediarooms

“What’s hype and what’s not?”

September 2006

www.mediaroom.com

Market Credibility

The Fuel Team developed MediaRoom; sold exclusively through PR Newswire

PR WEEK Magazine “PR Innovation of the Year” Over 300 users, both public and private Clear leadership in marketplace of online

newsrooms 4th release of software platform Continuous research with live Media Advisory

Councils Continuous research with Corporate IT Teams Hosted and maintained by PR Newswire

CONFIDENTIAL Page 2

www.mediaroom.com

Online MediaRooms are a hot topic in the trades More and More companies are building or buying

them Off-the-shelf, on-demand software much more

common PR Automation tools are much more common PR Clients are more educated about online tools There’s a lot of “noise” out there about social media “Ease of Use” remains higher priority than

functionality The news release is far from dead

CONFIDENTIAL Page 3

The Trend

www.mediaroom.comCONFIDENTIAL Page 4

Compelling Product• Always a question of build vs.

buy

• All Verticals and Industries

• F100 to Agency to Non-Profit HealthCare Pharma Financial Technology Non-Profit Associations Cable Retail Restaurant Aerospace Auto Supply Manufacturing Agency Telecommunications Media Airlines

Client Profile

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The 5 Key Value Propositions Real-time Content Control- PR team can manage

without reliance upon IT. Dark sections turned on easily for crisis or product launch or trade show content

Auto-Population of News Releases- XML pull directly from the wire…huge time-saver

Notification- instant email and RSS delivery of news. Subscribe and Unsubscribe options at all times

Multimedia- high resolution images, podcasts, video news releases, webcasts

Site Tracking and User Monitoring- registration form builder, password-protection and Urchin tracking system allow for complete snapshot view of all traffic and campaigns

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Hype or no Hype?Real ROI for BellSouth

Auto-pull of news releases from wire is saving 20 man hours per week

Email Notification is saving over $80,000 over previous vendor

Content Management issues “killed” them during Hurricane season according to decision-maker

Additional benefit to Public Policy group, hosting FCC-compliant docs in MediaRoom pages

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Hype or no Hype? Serve 3 audiences during

KatrinaCingular used MR to manage Katrina crisis to three audiences: employees, media, customers

Created dedicated URL: www.cingularhurricaneupdates

Traffic was tracked pre/post

Increased traffic from 3,000 weekly pageviews to over 30,000. Traffic has remained high since.

See attached Crisis Communcations pdf

www.mediaroom.com

Hype or no Hype? B of A serves Hispanic

media Bank of America

launched separate MR site to serve the hispanic media audience

Can track multi-cultural efforts individually

Use subscription RSS feeds to deliver hispanic releases into markets directly to branch managers

No translation efforts required in site since all content is posted natively

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Hype or no Hype? Epson uses MR as press

kit Use MediaRoom for Trade Shows exclusively

Content sections built for each event or product offering

Epson services over 30 trade shows a year using MediaRoom’s customizable pages

Password protection of individual pages of content

Urchin tracking allows complete reporting snapshot

RSS feeds of “show-specific” content to specific audiences

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Hype or no Hype? Registration required

Home Depot directs all of their media audience AWAY from HomeDepot.com and to the MR site instead

They needed to be able to track site traffic by campaign and by release

They require a form login to access content

Urchin systems allows them to finely hone their seasonal campaigns

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Optimize the release itself before sending out over wire

Optimize the pages of the MR using Title Tags, meta tags and keyword descriptions

Associate images and multimedia to release after it posts to MR site by using the content manager

Link, link, link to blog posts and coverages Consider sending out a traditional release and

then actually posting a “social media” release to your MR

Pull your news releases into the home page of your MR and the home page of your main website for maximum SEO results (see Pfizer on next slide)

The News Release and MR

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Pfizer pulls news into home

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New MediaRoom Platform

• Improved interface

• Meta Tagging on Each Page

• Ability to Hide Inactive Navigation

• Rich Text Editor available on more fields

• Image placement

• Image alt tags• “Break up”

news release elements into bite-size chunks that can each be indexed as content

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Index your News on the Web•Gather your clips out there once they land

•Auto-pull using XML those clips directly into your MR

•Display the positive clips as their own page, which creates another “index” of that news on the web

•Point to blog posts about you/your products and include summary responses to those posts

•Maintain these links agressively…nothing worse than dead links on your MR pages

•Get permissions for article reprints (see CME on the next slide)

www.mediaroom.com

www.mediaroom.com

Hype or no hype?Social media tools

•Podcasts? Sure…limited downloads by journalists

•RSS? Absolutely, although research indicates journalists slower to adopt than consumers

•Blogs? Sure…if you’re brave and careful. Journalists view them as amateur competition but consumers will go to them and read them

•Digg? Del.icio.us? Other bookmarking tools? Sure.

Any and all of these efforts must be prioritized by you and your PR team. Do it if you have time? Do it if you want a younger audience?

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Hype or no Hype?Multimedia

•Produce VNRs

•Produce Podcasts

•Add them to your MR pages in a gallery and then associate them with a given release

•Track downloads of that multimedia file

•Allow request for broadcast-quality versions although few newsrooms will pull them down at this time

•Tagging and social proliferation to sites such as YouTube and Flickr merely help support consumer traffic to your sites, your message and your products

•Again…function of time and priorities

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Track, Track and Track more

•Use registration forms to capture those users that will actually sign up…some will

•Use a tracking system to determine how effective or ineffective your campaigns are

•Back up the tracking system with regular searches on all search engines to see how well you’re optimized

•Do regular benchmarking of all of these metrics

•Experiment with different distribution methods

•Export reports that allow you to tweak your distributions (see Urchin tracking slide)

www.mediaroom.com

www.mediaroom.com

Contact Info•Dee Rambeau, Managing Partner

The Fuel Team

1800 Platte St.

Denver, CO 80202

303.561.1234

[email protected]

Blog: www.adventuresinbusinesscommunications.com