0
Web 2.0
    MM
    2

 Mastering
Web 2.0 for
Your Clients
            Spring Training
            2009
Overview
           Web 2.0
•Integrating Social Media into your Clients
Marketing Plan

•Selling Social Media and Web 2.0
...
Introduction

  I.   What We Are Going to Cover Today
       • The shift in marketing over the last 5 years
       • How d...
How do you sell social media to
          a CFO?
                                  •Provide hard facts

                  ...
Corporations are ready to
         engage
     Corporate executives do get it,
but they need to overcome some major
      ...
Creating a Corporate
   Social Media Campaign
1. Identify client objectives   5. Analyze the results

2. Determine target ...
Find Your Target Audience
                 Use Google Blog
                 Search to find blogs
                 that cov...
• Create a Google Alert for Key Search
Words: Las Vegas Commercial Real
Estate, Colliers International


• Tweetbeep.com K...
There are a variety of tools to help you
monitor the conversation
Technorati Blog Search Engine
boardreader.com allows use...
Now that you are following the
conversation, how do you
respond to what people are
saying about your client?
Crisis Management Online
Act Quickly - Online information spreads
instantly, therefore it is imperative a company act
quic...
People are talking about your
        client online
   Colliers International Las Vegas and LS Power
Create Compelling Content
   Now that you have found your audience, what do
   you want to tell them?
It is our job as PR ...
What places, spaces and tools need to be
 used for communicating your client‟s
               message?
Social
Networking
Tips
1. Add Value
2. Share Information
3. Be Personal
4. Ask Questions
5. Don‟t try to „Game‟ the
   Sys...
Creating a Good Profile
1.   Use real names
2.   Real photos
3.   Keep your content personal (to an extent) and interestin...
Increasing Corporate Facebook
             Fans                        1. Create a 1 cell borderless table, with a fixed
D...
Is your website mobile-friendly?
• With the increase in mobile devices that
  support internet browsing, the number of
  w...
Guidelines for B2B contacts
Podcasts                                            Click Here
Podcasting is a form of audio b...
If you are not on Twitter – you
                should be
Click here for a Twitter Video Tutorial




                    ...
Using LinkedIn as a Marketing Tool
                   Click Here for a LinkedIn
                   Video Tutorial
        ...
Practicing PR on the Web

                    Social Media
                    Releases engage
                    readers...
What if you could get
                                        tomorrow‟s newspaper
                                       ...
How to Pitch to Bloggers
1.   Read the Blog
2.   Comment on the Blog
3.   Link to their Blog on Twitter
4.   Send a quick ...
How to Create a Blogger List on
            Cision
Suggested analytic sites
                              Google Analytics
                              Authority Labs
     ...
Questions?

             MM
             2
Upcoming SlideShare
Loading in...5
×

Spring Training Social Media F I N A L

287

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
287
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Spring Training Social Media F I N A L"

  1. 1. Web 2.0 MM 2 Mastering Web 2.0 for Your Clients Spring Training 2009
  2. 2. Overview Web 2.0 •Integrating Social Media into your Clients Marketing Plan •Selling Social Media and Web 2.0 •Strategic Planning •How to Use the Tools Spring Training 2009
  3. 3. Introduction I. What We Are Going to Cover Today • The shift in marketing over the last 5 years • How do you reach your customers today? • The Balancing Act of Marketing in a New Era – Using an integrated approach • The power of public relations • Spreading the word through grassroots marketing • What are you doing online? • Leveraging Web 2.0 to Engage Customers and Build Your Brand • How to formulate your budget
  4. 4. How do you sell social media to a CFO? •Provide hard facts •Create brand ambassadors who market for free •Social media is here to stay •Initiatives of your competitors How to sell social media to •Present the CFO with consumer skeptics click here feedback about their company on the Web Click Here for more information
  5. 5. Corporations are ready to engage Corporate executives do get it, but they need to overcome some major hurdles Number One Obstacle is Education • Find relative case studies that demonstrate the results they want Speak Their Language •Companies are complex and managed by key value pairs like: Objectives- YouTube Video Achievements, Investments- Return, Strategy - Execution
  6. 6. Creating a Corporate Social Media Campaign 1. Identify client objectives 5. Analyze the results 2. Determine target 6. Determine what audience and where to places, spaces and tools find them need to be used 3. Establish success criteria 7. Prioritize action items 4. Monitor and track online 8. Share your findings conversation about your For more information Click Here client
  7. 7. Find Your Target Audience Use Google Blog Search to find blogs that cover topics related to your client‟s industry and subscribe in your reader This allows you to stay on top of current trends and follow what people are saying about your client
  8. 8. • Create a Google Alert for Key Search Words: Las Vegas Commercial Real Estate, Colliers International • Tweetbeep.com Keep track of conversations that mention your client and their company with hourly updates!
  9. 9. There are a variety of tools to help you monitor the conversation Technorati Blog Search Engine boardreader.com allows users to search multiple message boards simultaneously Search.twitter.com helps you filter all the real- time information
  10. 10. Now that you are following the conversation, how do you respond to what people are saying about your client?
  11. 11. Crisis Management Online Act Quickly - Online information spreads instantly, therefore it is imperative a company act quickly to manage the crisis. For more information visit http://btobmarketing.wordp ress.com/ Have a Team of Social Media Specialists - Devise a plan with a team that is familiar with social media and will know how to use social media to address the issue or problem in a proactive manner. Keep a Constant Communication Flow - Communication must be consistent to be effective. Be Transparent - Transparency is useful in gaining trust in social media. It allows an audience to connect with an organization during a time of crisis.
  12. 12. People are talking about your client online Colliers International Las Vegas and LS Power
  13. 13. Create Compelling Content Now that you have found your audience, what do you want to tell them? It is our job as PR practitioners to become consumers of information. We must have our finger on the pulse on the type of information the target audience is consuming and looking for to understand how to best make the client relevant. It is our job to serve as aggregators for information around a topic or industry and as aggregators be able to incorporate the clients story in to the overall thoughts of the industry.
  14. 14. What places, spaces and tools need to be used for communicating your client‟s message?
  15. 15. Social Networking Tips 1. Add Value 2. Share Information 3. Be Personal 4. Ask Questions 5. Don‟t try to „Game‟ the System
  16. 16. Creating a Good Profile 1. Use real names 2. Real photos 3. Keep your content personal (to an extent) and interesting 4. Use strategic keywords 5. Link to your content and website
  17. 17. Increasing Corporate Facebook Fans 1. Create a 1 cell borderless table, with a fixed Displaying different content for height and width; for example, 100px. fans and non-fans 2. Create and define a background image for that cell to the same dimensions, which contains the information you want NON-fans to This allows brands to display a see. “Become a Fan” incentive in an FBML 3. Create a same-sized image that contains the information you want Fans to see and insert box or Tab. This allows for some that into the cell. interesting scenarios, from displaying 4. Use the following FBML tag to surround the a simple “Thank you” to people who cell contents - <fb:visible-to-connection><img src=”insert your image become Fans, to incentivizing visitors URL”></fb:visible-to-connection> . This FBML Tag only displays its content to Fans who are logged in. to “Become a Fan to see exclusive So what we‟re actually doing here is creating a table with a background image, and then covering it up with another one IF you‟re content/promo code/offer.” a Fan. It‟s a bit of a hack, but only takes five minutes to do. Here‟s some example code if you want to try it: <table width=quot;xxquot; height=quot;yyquot; border=quot;0quot; cellspacing=quot;0quot; cellpadding=quot;0quot;><tr> <td http://infocomgroup.net/prumanual background=quot;http://www.yourdomain.com/linkto/nonfans.jpgquot;> <fb:visible-to-connection> <img s/facebook.pdf src=quot;http://www.yourdomain.com/linkto/fans.jpgquot; height=quot;xxquot; width=quot;yyquot; /> </fb:visible-to-connection> </td></tr></table>
  18. 18. Is your website mobile-friendly? • With the increase in mobile devices that support internet browsing, the number of websites popping up geared for mobile devices will likely increase dramatically in the next few years. Along with them, these mobile websites should continue to grow to fit the user‟s expanding needs. • Think about the sort of information your mobile customers might want – directions, search, contact information, latest news, business hours? Nevada Mobile Websites For more information click here YouTube Video
  19. 19. Guidelines for B2B contacts Podcasts Click Here Podcasting is a form of audio broadcasting on “Someone who listens to a the Internet. You can download podcasts (audio B2B podcast wants to know shows) to your iPod or you can use your what the future holds and they computer with some music software such as want to hear it from experts Windows built-in Media Player or my favorite working on real-world player, Winamp, or other portable music players applications.” (iPod competitors) such as Creative Zen or iRiver. It really doesn‟t matter, as long as you have some way to play music on your computer you will be able to listen to podcasts. Click here for more information on podcasts.
  20. 20. If you are not on Twitter – you should be Click here for a Twitter Video Tutorial • Build Your Network • Engage with Your Community • Track and Analyze • Use Tools • Avoid Spam or Twitter Abuse (excessive tweets) For more information click here
  21. 21. Using LinkedIn as a Marketing Tool Click Here for a LinkedIn Video Tutorial Ask for advice. LinkedIn’s newest product, LinkedIn Answers, allows you to broadcast your business-related questions to both your network and the greater LinkedIn network. The premise is that you will get more high- value responses from the people in your network than more open forums. LinkedIn Applications Click Here for More Information
  22. 22. Practicing PR on the Web Social Media Releases engage readers with multimedia content shared via Google News and apps like Facebook, Twitter and more. Pitchengine.com
  23. 23. What if you could get tomorrow‟s newspaper today? Twitter is a great resource for media contacts and news leads and Muck Rack is another great resource that helps you track short messages on Twitter written by the journalists
  24. 24. How to Pitch to Bloggers 1. Read the Blog 2. Comment on the Blog 3. Link to their Blog on Twitter 4. Send a quick personal email with a call to action 5. If you have their mailing address, send them a company brochure
  25. 25. How to Create a Blogger List on Cision
  26. 26. Suggested analytic sites Google Analytics Authority Labs Techrigy Facebook, YouTube and Flickr Insights Application
  27. 27. Questions? MM 2
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×