Web 2.0
    MM2


 Mastering
Web 2.0 for
Your Clients
            Spring Training 2009
Introduction

  I.   What We Are Going to Cover Today
       •   The shift in marketing over the last 5 years
       •   H...
How do you sell social media to
          a CFO?
                                   •Provide financial leaders with hard
 ...
Corporations are ready to
         engage
Corporate executives do get it,
but they need to overcome some major
hurdles

  ...
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, Company
CEO


• Tw...
There are a variety of tools to help you
monitor the conversation
Technorati Blog Search Enginge
boardreader.com which all...
Now that you are following the
conversation, how do you
respond to what people are
saying about your client or the
industr...
Crisis Management Online
Act Quickly  ‐ online information spreads instantly, 
therefore it is imperative a company act qu...
Did you know people are talking
    about your client online?
        Colliers International Las Vegas
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
Is your website mobile friendly?
•    With the increase in mobile devices that
     support internet browsing, the number ...
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
    ...
Spring Training Social Media Presentation
Spring Training Social Media Presentation
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Spring Training Social Media Presentation

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Spring Training Social Media Presentation

  1. 1. Web 2.0 MM2 Mastering Web 2.0 for Your Clients Spring Training 2009
  2. 2. 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
  3. 3. How do you sell social media to a CFO? •Provide financial leaders with hard facts •Creates brand ambassadors who market for free •Social media is here to stay •Initiatives of your competitors How to sell social media to  skeptics click here •Present the CFO with consumer feedback about your company already on the Web Click Here for more information 
  4. 4. 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- Achievements, Investments- Return, Strategy - Execution
  5. 5. Creating a Corporate Social Media Campaign 1. Identify client objectives 5. Analyze the results 2. Determine  target  6. Determine what places,  audience and where to  spaces and tools need to  find them be used 3. Establish success criteria 7. Prioritize action items 4. Monitor and track online  8. Share your findings conversation about your  client
  6. 6. 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 either your client or your industry as a whole
  7. 7. • Create a Google Alert for Key Search Words: Las Vegas Commercial Real Estate, Colliers International, Company CEO • Tweetbeep.com Keep track of conversations that mention you, your products, your company, anything, with hourly updates!
  8. 8. There are a variety of tools to help you monitor the conversation Technorati Blog Search Enginge boardreader.com which allows allows users to search multiple message boards simultaneously Search.twitter.com helps you filter all the real- time information
  9. 9. Now that you are following the conversation, how do you respond to what people are saying about your client or the industry in general?
  10. 10. 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 it 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. 
  11. 11. Did you know people are talking about your client online? Colliers International Las Vegas
  12. 12. 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.
  13. 13. What places, spaces and tools need to be used for communicating your client’s message?
  14. 14. Social Networking Tips 1. Add Value 2. Share Information 3. Be Personal 4. Ask Questions 5. Don’t try to ‘Game’ the system
  15. 15. Creating a Good Profile 1. Use real names 2. Real photos 3. Keep your content personal (to an extent) and interesting 4. Be Keyword Smart 5. Link to your content and website
  16. 16. Increasing Corporate Facebook Fans
  17. 17. 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
  18. 18. 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.
  19. 19. 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
  20. 20. 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
  21. 21. Practicing PR on the Web Social Media Releases engage readers with multimedia content shared via Google News and apps like Facebook, Twitter and more.
  22. 22. 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
  23. 23. 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
  24. 24. How to Create a Blogger List on Cision
  25. 25. Suggested analytic  sites Google Analytics Authority Labs Techrigy Facebook, YouTube and  Flickr Insights Application

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