Social Media and PR

For the past 18 months, Shannon McGuirk's mindset has been firmly set in ‘survival mode’ due to the trials and tribulations that the global pandemic has brought forward. She will be opening up about her learnings sharing insight into how Aira’s digital PR team was able to pivot their link-building activity for clients on a hairpin, whilst navigating an oversaturated news agenda at the same time as being under pressure from clients around return on their investment.Using her ‘survival mode’ experiences, Shannon will share clear tactics setting the standard on how to future-proof your digital PR and link building. These tactics will show you how to adapt to the ever-changing news landscape and how to improve your processes from ideation through to outreach.

In her talk, Shannon McGuirk will challenge the desire for virality over consistency when it comes to digital PR and link building campaigns, while exploring the impact on the industry, team morale, and client expectations. By honestly sharing her own shortcomings, she'll push you to learn from your own campaign failures using tried and tested frameworks that’ll mean you can face any creative campaign or outreach struggle head-on.

As funnel-based marketing becomes less effective and harder to measure, "building a brand" is frequently touted as the panacea for all marketer's woes. But it's unclear how this can be achieved scalably and with a limited budget. Large enterprises resort to huge creative advertising campaigns that get their names out there by force of spend alone — but this isn't realistic for the smaller companies and the number of impressions is not the number of people impressed. In this session, Phil Nottingham explains how modern brands are built through advocacy more than awareness alone, offering a deliverable method of brand marketing to radically shake up your content strategy.

Many marketers focus solely on keyword research when crafting their content, but it just isn't enough if you want to gain a competitive edge. Ross Simmonds will share a framework for uncovering content ideas leveraged from forums, communities, niche sites, good old-fashioned SERP analysis, tools and techniques to help along the way, and exclusive research surrounding the data that backs this up.

Everyone who’s ever tried their hand at link building knows how much effort it demands. If only there was a way to keep a steady stream of quality links coming in the door for clients, right? In this talk, Shannon McGuirk will share how to set up a "digital PR newsroom" in-house or agency-side that supports and grows your link building efforts. Get your note-taking hand ready, because she’s going to outline her process and provide a replicable tutorial for how to make it happen.

Beyond Facebook, Twitter, and Pinterest, what other social media networks should local businesses use to enhance their marketing efforts? Learn in this article.

This article covers the basics of how to leverage Twitter to aid in local marketing efforts.

This article covers how to set up a business account on Pinterest and get started using the social media network for local marketing efforts.

Why should local businesses use Facebook for marketing, and how can they get started with the network? Learn in this article.

Social media can be a powerful tool for local businesses. Learn the basics of using social media for local marketing in this article.