Track This - How PRWeb Started the Conversation

[eagent]

Hi All,

I just dropped-by PRWeb.com this morning and spotted an interesting press release that could be a model for:
• Driving traffic
• Creating a "viral" phenomenon, and...
• Developing (possibly) unlimited but related content on a site.

The release is actually an internally generated release, meaning it's for PRWeb.

This is what I see:

1) Write a press release (or blog post) of merit.

2) Incentivize visitors to join the conversation through a prize.

3) Make it interesting, fun, and worth the time to stop-by.

What PRWeb is offering is a financial incentive to share the "before & after" features of a web site change BY BLOGGING IT, and using Trackbacks to tie your blog post to the Press Release (a cool feature the company recently implemented in press releases).

So, my question: Is this an effective way to start the conversation?

Could you use this to encourage visitors to essentially "write your story" for you?

Frankly, I'm intrigued, and interested in knowing: is visitor-generated content a worthwhile approach to gaining visibility? And are trackbacks a valuable way to keep the conversation growing?

Lots to think on here. You can visit the PRWeb site at http://www.PRWeb.com, and their specific press release here: http://www.prweb.com/releases/2006/6/prweb399356.htm

I'd love to hear from you on this. My company, RichContent.com is about to launch 3 new sites, and wondering if this might be a way to better enhance both the "languaging" of the site (putting it in the language of our visitors, instead of our marketing spin) and increasing traffic at the same time.

(note: The CEO wrote me to say "I've been officially disqualified from the contest" because I know too much. He said it nice, but I am looking over my back while walking to my car, just in case..;-)

Cheers!
ME

[mktgbiz]

Hmmmmmmmmm
Seems to have potential.

My experiences with prweb.com to this point have been .....ok. Nothing major has ever come from my press releases except an interview, podcast interview.

[eagent]

Originally Posted by mktgbiz

Hmmmmmmmmm
Seems to have potential.

My experiences with prweb.com to this point have been .....ok. Nothing major has ever come from my press releases except an interview, podcast interview.

ME: I'd like to know more detail on that experience. A few years ago I wrote an ebook on how to optimize PRWeb's platform to get increasingly better results (mostly SEO and marketing tactics). I found there were a couple of little things (multiple releases, small contribitions, adding attachments, using keywords correctly, etc...).

I typically don't expect the media to connect on my release on PRWeb. For me it's a big SEO tool (a typical release for me garners 250+ backlinks of PR5 or better, and drives 500-2,000 clicks to whatever landing page I specify in the iFrame connected to the release.

I HAVE out a client on Times Square with Richard Branson (Virgin founder) from a single release. Another has been in Time, Pop Science, Wired, Playboy and all over TV with a series of releases... but those are cool consumer products.

By the way, was the Podcast PRWeb's own (it's included with your release and injected into iTunes and other streams with certain contribution levels on their service).

But the gist of my Q is: Do trackbacks in press releases work to enhance the dialogue, and is a promotion like the one they're doing a viable marketing approach?

As important, is Social Dialogue a viable way to generate real content for your site? if your visitors phrased responses in their language, could it help you develop web copy and imgery that would better engage the visitor?

I think there might be something there, but would appreciate some feedback or experience, if available.

Thanks for the response,
Best,
ME

[Grokodile]

Are they real "trackbacks" that show up on PRWeb or just a link to the release from a blog?

I am not seeing anything on the site promoting how it should be accomplished...

Sigh. Yes, it worked, ask a dumb question and the answer will present itself to you! ;)

I see it...

[eagent]

Originally Posted by Grokodile

Are they real "trackbacks" that show up on PRWeb or just a link to the release from a blog?

I am not seeing anything on the site promoting how it should be accomplished...

Sigh. Yes, it worked, ask a dumb question and the answer will present itself to you! ;)

I see it...

ME: Col.. and I kn ow the gig.

I'm about 70% complete with a "Guide to Trackbacks" that I'll be providing to make that little task simpler, as well as explain the value of social commentary and two-way communication in PR. It's been such a one-way venue for far too long.

Thanks for checking it out and your subtle insight, along with the Homer Simpson "DOH!" moment.

Best,
ME

[corduroy090]

Nice find eagent...thanks for sharing. It was a very interesting release...I have learnt some new techniques.