LA-Area Communicators Discuss Video and SEO

September 3, 2010

On August 19, Business Wire LA hosted a media breakfast and panel discussion titled “Video & SEO: Best Practices for Effective Marketing & PR” at the Olympic Collection in west Los Angeles. Our expert panel discussed the increasing popularity of online video in brand communications and shared tips with the audience of LA area communicators on how to use video to drive web traffic, generate leads and help SEO.

Hanna Pantle (far right), Assistant Vice President of Corporate Communications and Media Relations at BMI, moderated the panel, which also included (R-L):

Here are some key insights from the panel discussion:

  • There are two major benefits to online video: it increases engagement with the audience and it enhances the SEO of your content.
  • Universal search is becoming increasingly popular and represents a major opportunity when it comes to video content. Because universal search spotlights multimedia, any video you use in support of your news has a good chance of being highlighted in search because there is still not that much video content out there yet.
  • Although video isn’t used by all media yet, particularly print media, it can still help explain things to reporters quickly. Press releases that include video tend to have higher open rates.
  • Another benefit of video is its built-in social interaction. Embed codes and social media sharing links that are regularly included in online videos make them easily sharable and creates multiple posting points online, which helps SEO.
  • Know your audience and where they will be. You can’t neglect YouTube, but you have to put your video where your audience will naturally find it. A lot of the time, people won’t be searching YouTube looking for your video, you have to put it where the audience you are trying to reach already views content.
  • You can think of video sites like you think of other kinds of media, in terms of reader or viewer demographic. Different audiences go to YouTube than go to Daily Motion. The YouTube audience has specific characteristics & the videos on YouTube tend to have specific characteristics. Short-form videos, particularly humorous ones, tend to do well on YouTube, but long-form videos don’t really belong there.
  • Statistics show that if you post your video to a half dozen sites other than YouTube, it increases traffic by 80 percent.
  • It’s also important to know your audience because that will tell you whether it is necessary for your brand to be on certain platforms, such as mobile. Video is a good way to tell your story over mobile because often people are willing to watch a short video on their phones and read the full article or press release once they are back on their computers.

>>Click here to download to a full audio recording of this event.

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

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Reminder: Business Wire Florida Event on Video Tomorrow

June 21, 2010

South Florida-area PR & IR pros, don’t forget about the free Business Wire Florida event tomorrow, “Adding Video to Maximize Your Reach, Exposure & Pick-Up.” Speakers will include Rachel Toole, Sales & Marketing Consultant for MEDIAMobz, Rick Christie, Breaking News Editor for the Palm Beach Post and Doug Perry, Executive Producer for Digital Content for WPBF-TV. The panel will discuss the power of video & the benefits of including a visual element to your press releases.

View a video invitation for this event here:

Tuesday, June 22 at 11:30 a.m. ET
JM Family Enterprises, Inc.
111 Jim Moran Blvd., Deerfield Beach, FL 33442
Please RSVP to Claudia Perez-Bonilla at 954-474-8833 or email claudia.perez@businesswire.com

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


Upcoming Business Wire Events – June 11 Edition

June 11, 2010

Upcoming Business Wire Events

Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

Adding Video to Maximize Your Reach, Exposure & Pick-Up

Hosted by Business Wire Charlotte [Durham Event]

Join Business Wire in Durham for lunch and a panel discussion on using video to maximize your marketing communication efforts. Learn how integrating video into your marketing and public relations plans can enhance your SEO reach and provide real results. Panelists include: Valerie Aguirre, CBC New Media Group; Rachel Toole, MEDIAmobz; and Scott Sharpe, The News & Observer. This event is free for all attendees.

Wednesday, June 16 at 11:30 a.m. ET
Sheraton Imperial Hotel
4700 Emperor Blvd., Durham, NC 27703
To register: Please RSVP to Angela Haysworth at 704-347-1590 or email angela.hayworth@businesswire.com

Adding Video to Maximize Your Reach, Exposure & Pick-Up

Hosted by Business Wire Charlotte [Charlotte Event]

Join Business Wire Charlotte for breakfast and a panel discussion on using video to maximize your marketing communication efforts. Learn how integrating video into your marketing and public relations plans can enhance your SEO reach and provide real results. Panelists include: Joe Carleo, Advanced Language & Media Services; Corrie Harding, WCNC-TV; Jason Silverstein, ACBJ/Bizjournals.com; and Rachel Toole, MEDIAmobz. This event is free for all attendees.

Thursday, June 17 at 7:30 a.m. ET
Maggiano’s
4400 Sharon Rd., Charlotte, NC 28211
To register: Please RSVP to Angela Haysworth at 704-347-1590 or email angela.hayworth@businesswire.com

Adding Video to Maximize Your Reach, Exposure & Pick-Up

Hosted by Business Wire Florida

Looking for new ways to reach and engage your audience?  Would you like to add value to your news & generate interest for your campaigns? Join us as our experts discuss the power of video & the benefits of including a visual element to your press releases. Speakers include Rachel Toole, Sales & Marketing Consultant for MEDIAMobz, Rick Christie, Breaking News Editor for the Palm Beach Post and Doug Perry, Executive Producer for Digital Content for WPBF-TV. This event is free for all attendees.

Tuesday, June 22 at 11:30 a.m. ET
JM Family Enterprises, Inc.
111 Jim Moran Blvd., Deerfield Beach, FL 33442
To register: Please RSVP to Claudia Perez-Bonilla at 954-474-8833 or email claudia.perez@businesswire.com

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


Silicon Valley Marcom Professionals on Using Multimedia in Marketing & Lead Generation

June 3, 2010

On Tuesday May 11th, Business Wire Silicon Valley partnered with MEDIAmobz and VisibleGains for a special morning event at the TechMart Networking Meeting Center geared toward marketing and communications professionals looking for innovative ways to engage and convert leads. More than 100 PR and IR professionals attended the panel, which was moderatored by Joel Tesch, Regional Vice President, Northern California and Pacific Northwest, Business Wire. Other panelists included:

  • Linda Crowe, Marketing Consultant, Former Group Manager, Media & Production, Sun Microsystems
  • Dos Dosanjh, WW Customer Solutions Manager, Marketing, Cisco Digital Media Creative Services, Cisco
  • Jay Durgan, Head of Business Development, MEDIAMobz
  • Cliff Pollan, Co-Founder & CEO, VisibleGains
  • Mark Rotblat, VP, Business Development, Tube Mogul

MEDIAMobz was on hand & created a terrific video recap for the event:


Topics discussed included:

  • Specific examples of how companies have integrated video into their marketing, public relations and social media programs and the “before and after” results of those efforts.
  • Tips and tricks on creating simple, but engaging video for lead generation (and mistakes to avoid).
  • Practical advice for optimizing video and press releases for search.
  • How video provides added context to enhance press releases & the effectiveness of your message.

Having trouble accessing the video? Check out the post on the MEDIAMobz blog.

Local Business Wire offices host dozens of events each year on PR, IR, SEO & media topics.  Check out the Business Wire Events page to find upcoming events in your area.

Follow Business Wire events on Twitter! Hash tag #bwevents


Engaging Your Audience Using Video

May 24, 2010

by Rachel Gould, Client Services Representative, Business Wire Boston

Business Wire Boston recently joined forces with video production partner MEDIAmobz and VisibleGains to bring together a panel of specialists in the fields of public relations, new media, conversion marketing and video production to address innovative new ways to engage your target audience and generate buzz.  The original April 27 session was entitled, “Combining SEO and Video to Drive Awareness and Lead Generation Online.”

Check out this interactive video application for some highlights, or to watch the full session.  A 40-second video clip, highlighted at the start of the presentation, offers some guidance on integrating video with press releases.  Also featured are interviews with the panelists, including a segment on tips for creating engaging video.


The discussion was moderated by Cliff Pollan, President & CEO of VisibleGains, and panelists included:

Some key points that came out of the session:

  • Using video in marketing and public relations can expand your audience. Joe Chernov, Global Director of Communications & Social Media at Eloqua, noted that he receives 500% more views on a press release with a video than just plain text content.  Video content can be an important component of a well-rounded and effective lead-generation program.
  • Video can engage media and consumers and generate interest for your campaign. Tim Bradbury, President New Media at American City Business Journals, explained that his news outlets look for content to which they can easily drive web traffic.  He said that video, which can be played with the click of a finger, often translates better than text content to new portable devices such as the tablet or the iPad.
  • Video adds value – both for the target audience and for search engine optimization. Judy Gern, Director of Conversion Marketing at Constant Contact, stressed the importance of giving potential leads value through video, mentioning that including video in outreach reduces opt-outs by 75 percent.  Cliff Pollan, Founder and CEO of VisibleGains, cited a Forrester survey that showed content with video was 50 times more likely to end up on the first page of Google search engine results.

Having trouble accessing the video?  Go directly to the event page at http://bizwire.pr/seovideoevent.

Local Business Wire offices host dozens of events each year on PR, IR, SEO & media topics.  Check out the Business Wire Events page to find upcoming events in your area.

Follow Business Wire events on Twitter! Hash tag #bwevents


Upcoming Business Wire Events – May 6 Edition

May 6, 2010

Upcoming Business Wire Events

Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

How to Add Video into Marketing, PR and Social Media Programs to Increase Lead Conversion

Hosted by Business Wire Silicon Valley

Business Wire Silicon Valley partners with MEDIAmobz & Visible Gains to host this breakfast and panel discussion on using video to engage and convert leads.  Panelists Linda Crowe, Marketing Consultant, Former Group Manager, Media & Production, Sun Microsystems; Dos Dosanjh, WW Customer Solutions Manager, Marketing, Cisco Digital Media Creative Services, Cisco; Jay Durgan, Head of Business Development, MEDIAmobz; Cliff Pollan, Co-Founder & CEO, VisibleGains; and Mark Rotblat, VP, Business Development, Tube Mogul discuss how to integrate video across marketing channels to increase awareness, lead generation and conversion. The panel will give tips and tricks for engaging video for lead general, as well as share mistakes to avoid. This event is free for all attendees.

Visit the BW Events Page to see a video preview of this event.

Tuesday, May 11 at 8:30 am PST
TechMart Networking Meeting Center
5201 Great America Parkway, Santa Clara, CA 95054
To register: RSVP to Sandy Donnelly at 415-986-4422 x561 or email sandy.donnelly@businesswire.com by May 7

Social Media ROI: Being Seen is Not Enough

Hosted by Business Wire Cleveland [Cincinnati Event]

Your organization has started blogging, tweeting and updating Facebook, but is it working? Like many communicators, you may be unsure how to quantify the success of your social media efforts. Join Business Wire Cleveland and a panel of experts for a discussion on social media ROI measurement. Michael DeAloia of Tech Czar will moderate the panel, which also include Krisa Neher, CEO of Boot Camp Digital, Daniel Lally, VP, Pinger PR at Powers Agency and James Pilcher, Business Projects Reporter at The Cincinnati Enquirer. The panel will give advice on setting goals for your social media campaign and arm you with the tools you need to generate both quantitative and qualitative results. This event is free for all attendees.

Wednesday, May 12 at 8:00 a.m. ET
The Phoenix – Cincinnati Room
812 Race Street, Cincinnati, OH 45202
To register: RSVP to Melissa Chambers at 800.769.0220 or email melissa.chambers@businesswire.com by May 5

Media Relations Boot Camp

Hosted by Business Wire Philadelphia

Join Business Wire Philadelphia and a panel of media relations experts for a discussion on getting your news heard over the background noise. Learn about the numerous platforms in today’s communications landscape to reach the media, industry associates, investors & the public. Michael Smith, PhD, Associate Professor of Communication at La Salle University will moderate the panel, which includes Bernard Dagenais, Editor, Philadelphia Business Journal; Mike Armstrong, Business Columnist, PhillyInc Blog Editor, Co-Host of Philadelphia Business Today, Philadelphia Inquirer; Michael Wood, Sr. Manager, Communications, PECO; and Alex Hillman, social technology and community developer, co-founder of IndyHall. The panel will discuss tactics for determining which platforms are best for which audiences, pitching those audiences, the differences between social, mobile and traditional media platforms, and how to use each correctly. This event is free for all attendees.

Wednesday, May 12 at 8:00 a.m. EDT
University City Science Center
Conference Room Fuller A&B, 3711 Market Street, Ste 800, Philadelphia, PA 19104
To register: RSVP to Kate Carr at 610.617.9560 or email kate.carr@businesswire.com

Best Practices for Working with Journalists in an Ever-Changing Media Landscape

Hosted by Business Wire Minneapolis

Join Business Wire Minneapolis & NIRI Twin Cities for this breakfast and a panel discussion with area journalists. Panelists Brad Allen of MinnPost, Dirk DeYoung of The Minneapolis/St. Paul Business Journal; Annie Baxter of MPR, Jason DeRusha of WCCO-TV and Ann Harrington of The Pioneer Press discuss best practices for media relations professionals in today’s changing media landscape. This event is free for Business Wire and NIRI members and $25 for non-members.

Thursday, May 27 at 8:00 a.m. CT
Graves 601 Hotel
601 1st Ave North, Minneapolis, MN 55403
To register: RSVP to Jane Cracraft at 612.376.7979 or email jane.cracraft@businesswire.com by May 14

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


San Francisco PR Pros Discuss Today’s Global Mobile Social World

April 29, 2010

More than 90 PR and IR professionals joined our Business Wire San Francisco media breakfast panel at Autodesk’s Gallery Conference center on Thursday, April 15th, in San Francisco, CA for “Navigating Today’s Global Mobile Social World from a PR Perspective,” an engaging discussion on the state of social media, best practice case studies, trends and online community management.

Moderated by Monika Maeckle (far left), Vice President, New Media, Business Wire, the thought leaders and panelists included (L to R):

  • Kimarie Matthews, Vice President, Customer Advocacy and Loyalty, Wells Fargo Bank, Internet Services Group
  • Rachel Polish, Vice President, Ogilvy’s 360 Digital Influence
  • David Toole, Founder and CEO, MediaMobz
  • Chris Heuer, Founder, AdHocnium and Social Media Club
  • Maura Ginty, Customer Experience, Worldwide Marketing, Autodesk

Here are some notes from each of our panelists from the discussion:

Kimarie Matthews

  • Her Wells Fargo team leads Customer Advocacy and Loyalty for Wells Fargo’s Internet Services Group.
  • Her group manages a variety of programs that enable the company to listen, respond and act to improve the customer experience, including Wells Fargo’s two Twitter channels: @Ask_WellsFargo and @Wachovia.
  • They strategically have chosen a non “corporate communications” voice to relay posts and messages to there online community and customer base.
  • They have many campaigns like “Mobile Mondays” to engage their community online and in the social sphere.

Rachel Polish

  • The 360 Digital Influence team, Ogilvy PR’s global, digital world of mouth marketing practice, is designed to manage brands at a time when anyone can be an influencer and we are all influenced in new ways.
  • The team’s focus is on engaging through conversations, outreach to new influencers and word of mouth marketing.
  • She’s also a member of the U.S. Coast Guard Reserve, where she still serves as a public affairs specialist. The social media rule they apply is simple: If you have “done it,” then you have the perspective and understanding to engage customers, community in social realm.
  • Companies must listen first and really do there homework and research before engaging customers or prospects with social media.
  • Her tried and tested method has a name: LPEAO. Customer mapping should follow a process and strategy similar to this:
    L = listen
    P = plan
    E = engage
    A = amplify
    O = optimize

David Toole

  • Virgin America/ airline industry experience that speaks to the value of reaching out. He used Twitter to send message to the airlines regarding flight times and status and was pleasantly surprised with how quickly he was answered. Companies must observed and fix old structure of communicating with customers.
  • Social media and the tools involved assist in the conversation you have with your customers and clients. The do not replace working systems.
  • Companies and organizations must have community managers that are actively listening to requests and customer support related matters and engage.

Chris Heuer

  • He believes the social media and online world industry must step up its ethics and SEO to enforce clear roles. He believes in the future, “certifications” will ensure a more transparent relationship for those creating the copy/posts and customers.
  • The airline industry were very argumentative with him after he posted a story that touched on his negative customer service experience. As this is now a “public sphere,” it’s prudent that internal and corporate communicators own their words.
  • The 80/20 rule applies to this social world that is still in an “infant” stage. 80 = attitude and 20 = aptitude. Therefore, a brand and communications plan muse embrace the public sphere that is non-traditional as this is now seen as social signaling, brand casting and pea cocking.

Maura Ginty

  • Maura established Autodesk’s first centralized SEO, web content, and social media platforms. She also created the company’s first series of best practices and led it’s cross-functional councils for these new forms of online marketing.
  • Maura’s next project will be the management of the company’s third global SEO case study
  • Important to view blog posts that have a rant like angle as an opportunity to reach out to your customers, influencers and online community of followers.
  • Her and her team were able to turn a potential negative online story into something positive by reaching out and showing value. This was directly visible by the comments that were posted following the media and pr outreach. They evaluated the need to spin ‘in’ correct noise and signal. Create filters to catch what you can. As the average person is consuming media- both traditional and non-traditional for at least six hours a day, it’s extremely relevant to your larger PR and IR plan.
  • Autodesk’s “Social web council” works with all departments of the company to fold in the best practices-like the PR, manufacturing etc. to keep afloat of changes and to link relevant announcements to a social media world.

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