PR in a Web 2.0 World Marco A. Franca, Vice-President, Latin America PR Newswire MegaBrasil São Paulo – May 15, 2008

2. PR in a Web 2.0 World Marco A. Franca, Vice-President, Latin America PR Newswire MegaBrasil São Paulo – May 15, 2008

3. The term Web 2.0 refers to a second generation of services available on the World Wide Web that lets people collaborate and share information online. In contrast to the first generation, Web 2.0 gives users an experience closer to desktop applications than the traditional static Web pages. Web 2.0 applications often use a combination of techniques devised in the late 1990s, including public web service APIs (dating from 1998), Ajax (1998), and web syndication (1997). They often allow for mass publishing (web-based social software). The concept may include blogs and wikis. The term was popularized by O'Reilly Media and MediaLive International as the name for a series of web development conferences that started in October 2004. From Wikipedia, the free encyclopaedia

4. “If you think what is driving demand — we think of it as four C's. It's Collaboration. It's Content. It's Converged Services — doing multiple things. And it's Community. The opportunity for those who get ahead and develop a set of services that are more personalized, customized, location-based and presence-based in this next generation is going to help define who can win.” -- Patricia Russo, CEO, Alcatel-Lucent

5. The Five C’s Collaboration Content Converged Services Community Conversation

8. Brazil’s Internet Users Growth

11. Tools for Web 2.0 • Social Media • RSS Feeds/Readers • Blogs / Video Blogs...aka Vlogs • Tagging Sites / Social Bookmarking • Search Engines Optimization (SEO) • Podcasts/Vodcasts

13. Social Networking - Taking Over The World

15. Posted to http://cravingideas.blogs.com/backinskinnyjeans on 9/29/06

19. Nov. 2006 – there are 12 blogs in the top 100 visited media sites online = 12% Dec. 2006– 22 blogs in the top 100 visited media sites online = 22%

21. Social Bookmarks and Tagging

23. So How Does This Relate to Me? • Find out how many people are linking to my site in Delicious • Find out how people are characterizing my company by words / tags

24. Digg Enables… • Communities to act as Editors • Readers to passively find breaking news • Consumers of news aggregate content • Citizen Journalists to comment on stories • Community clusters to gather and converse

26. What is Search Engine Optimization? “Search engine optimization is the process of increasing the amount of visitors to a website by achieving a high ranking in the search results of a search engine (i.e. Yahoo, Google, etc.). The higher a website ranks in a search, the better the chance that a website will be visited. Most Internet users will not click through multiple pages of search results, so a high ranking in a search is necessary to direct more traffic to your website.” Milena Sotirova, Editor of DevStart http://www.devstart.com/

27. Some Quick Definitions… • Paid search • Links to paid advertising that appear in "sponsored" or "featured" search engine results, in which higher positions are rewarded for to the companies willing to pay the most per visitor. • Natural Search • Results that can be found in the “organic" search engine results on any particular engine. • These results are purported to be completely non-biased - meaning that the engine will not accept any amount of money to influence the rankings of any individual sites.

29. Do you know what search terms your advertising or marketing department is buying?

30. How Do You Optimize a News Release? • Front-End Optimization: Write better news releases using researched keywords, not jargon or technical terms; • Back-End Optimization: Work with an optimization partner that can establish a search-engine friendly environment for your news release.

31. Front End Optimization • Use well researched keywords or phrases that you know are being used in searches; • Use your keywords/ phrases in your Headline and Sub headline (if you use one); • Keyword Density; • Use links in your release....but not just to your homepage; • Multimedia Content – like photos and video add HUGE value to your release!

32. Courtesy of Melanie Mitchell at AOL Search-Leveraged Press Release 76,632 Searches 250,000 Total Searches! 141,360 Searches 31,260 Searches

33. Tools You Can Use for SEO www.google.com/trends www.wordtracker.com http://inventory.overture.com/d/searchinventory/suggestion/

34. Keyword Density: The number of times a word or phrase appears in a block of text. Optimal keyword density is between 1.5% - 3.5%. Text with a keyword density greater than 4% will be identified by search engines as spam. • Optimal Keyword Density = • 1.5% - 3.5% per 250 words • OR • 3 – 4 times for a 400 word release

37. Place keywords or phrases here to check for proper word density for search engine optimization of a release. Copy and Paste Release Here

38. So What’s Next?

40. Now The Rise of the MicroBlog

41. Now The Rise of the MicroBlog Applications

49. Web 2.0....The Machine is using Us

50. EPIC 2014