PR-Squared's Social Media Tactics Series: From Social Media Release to Twitter to Blogs to Boston Globe…
We were launching a cool aspect of HubSpot’s online marketing services suite - a free SEO analysis tool, called Website Grader. As part of the launch we worked with the client to judge the SEO capabilities of Technorati’s top 20 blogs.
This report gave us a great reason to create a SMNR and to reach out personally to the appropriate bloggers on the list, as well as to the many other elite writers who hover in that same zone.
SIDEBAR: Please, please, please always remember… a Social Media Release is NOT intended as a replacement for good ol’ fashioned PR. PR has always been about “community relations.” Just because that “community” has expanded from the “mainstream media” to the “wider world,” and just because we have fancier tools with which to work our magic, doesn’t take away the need to weave a personal, customized outreach campaign.
As part our HubSpot campaign we wrote a note to the legendary marketing guru, Guy Kawasaki. Short & sweet:
I thought you’d be interested in taking a look at a report put out today from my client, HubSpot, analyzing the SEO effectiveness of some of the top-rated blogs. They compiled the report based on findings from their free SEO tool, Website Grader. Here’s the release on Website Grader that went out this morning to give you a sense for how the report was generated.
Feel free to play around with the tool to see how your site measures up! And of course, let me know if you have any questions I can help answer…”
Interestingly, Kawasaki’s first tweet references a post at Hubspot’s blog about the Top Bloggers SEO Report; a link that was referenced in the SMNR (but which was not included in our original email). In other words: Kawasaki read the release, clicked on its links, and subsequently re-purposed the SMNR’s content for his own use.
These blog and tweet posts by “The Big Guy” (as he’s come to be known by our in-house HubSpot team!) led to scores of additional blog posts (about 40 links in all, to-date). And, a massive traffic spike at Website Grader. Since the release went out, Website Grader has experienced a 2X increase in website traffic, which continues even a week later.
And then on this past Monday morning, as a direct result of Kawasaki’s post, the Boston Globe wrote a quickie piece on the HubSpot service (both online and in the print edition; the online article linked to both the Website Grader site and to the referring Kawasaki post, with the company’s logo intact).
Of course, not everyone loved the free tool. Both SHIFT and our client contacts at HubSpot were on the look-out for any blowback, so that the appropriate HubSpotters could respond quickly & diplomatically, both in the comments and even via a standalone post (which to-date has received almost 50 “diggs”).
- Create interesting content that is accessible and remixable;
- Reach out, respectfully, to a community that has shown a predilection for such content;
- Monitor the conversations that ensue, and participate.
Let’s conclude with a direct quote from our client contact, Dharmesh Shah of HubSpot:
“My general sense is that the Social Media Release is easier to consume for bloggers and hence more likely to get picked up. The format is designed for quick scanning and perhaps suppresses the natural ‘block it out’ instincts that many people have when it comes to the classic press release format… Overall, an unqualified success.”
Posted on: October 10, 2007 at 3:47 pm By Todd Defren