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

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PR in a Web 2.0 World

Marco A. Franca, Vice-President, Latin America

PR Newswire


São Paulo – May 15, 2008


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


“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


The Five C’s



Converged Services



tools for web 2 0
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

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%

so how does this relate to me
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
digg enables
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

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

some quick definitions
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.
how do you optimize a news release
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.
front end optimization
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!

Courtesy of Melanie Mitchell at AOL

Search-Leveraged Press Release

76,632 Searches


Total Searches!

141,360 Searches

31,260 Searches

tools you can use for seo
Tools You Can Use for SEO


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

Place keywords or phrases here

to check for proper word density

for search engine optimization of a


Copy and Paste



measurement web analytics53
Measurement / Web Analytics

Blog Specific Tools

obrigado marco a franca vice president latin america

ObrigadoMarco A. FrancaVice President, Latin America

+1 (201) 360-9434

+55 (11) 9201-9015