Online Marketing
Modern day marketing tactics to help you reach new
 customers, build your brand, and improve loyalty
21st Century PR
What is Public
       Relations?

The practice of managing the public
image of a company, organization, or
person.
Do I still need to write
   press releases?
• Short answer, maybe.
• What are they good for?
 • SEO
 • Traffic
 • Buzz
• Ot...
When should you write
  a press release?
• Announce a new product or service
• Case studies with clients/customers
• New e...
What to Include?

• Just text??
 • Logo/Photos
 • Video
 • Hyperlinks
 • Quotes
Sample Press Release


 Photo,Video

 Quotes

 Hyperlinks
Sending Press Releases

• Emailing Journalists Directly
• Online Newswires
• Your Website
• Bloggers
Newswires
      PAID                  FREE
•                      •
    PRweb.com              PR.com

•                  ...
Social Media
Social Media
Word of Mouth


• Your customers are talking about you
  whether you participate or not.
Types
•                      •
    Blogging               Social News

•                      •
    Microblogging         ...
Rule #1


 Be Human
Steps to Participation

• Listen
• Join
• Participate
• Create
Listen

• Every social network has unspoken rules
• Spamming isn’t cool
• Take time to get to know your customers
Join

• Where?
• What’s appropriate?
• How to maintain?
• Tips...
Participate
• When it’s appropriate?
• When it’s not...
• Ways to participate:
 • Comment
 • Bookmark
 • Post News
Create

• Content should be appropriate to your
  brand and product or service
• Blogs and social networking sites like
  ...
Transparency...
• Double-edged sword
• Be cautious
• Create a social media policy
  http://123socialmedia.com/2009/01/23/
...
Monitoring Your Brand
Why Should You
 Monitor Your Brand?
• Motrin (cool to wear your baby?)
• Domino’s Pizza (extra toppings?)
• Dell (fiery bat...
What to Monitor?

• Mentions of your company name
• Key employees’ names
• Product or Trademark Names
• Competitors Names
Monitoring Techniques

• RSS - Really Simple Syndication
• Google Alerts
• Technorati Blog Search
• Twitter Search
• Track...
Brandon Eley
  @beley

     Online Marketing Inside Out
         Released May 2009

       www.brandoneley.com
        www...
Online Marketing Inside Out
     by Brandon Eley & Shayne Tilley

              Chapter 1: The Changing Face of
          ...
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Online Marketing Inside Out

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Slides from my Online Marketing presentation at Barcamp Birmingham (barcampbham3) May 2, 2009

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  • Online Marketing Inside Out

    1. 1. Online Marketing Modern day marketing tactics to help you reach new customers, build your brand, and improve loyalty
    2. 2. 21st Century PR
    3. 3. What is Public Relations? The practice of managing the public image of a company, organization, or person.
    4. 4. Do I still need to write press releases? • Short answer, maybe. • What are they good for? • SEO • Traffic • Buzz • Other ways to disseminate information
    5. 5. When should you write a press release? • Announce a new product or service • Case studies with clients/customers • New employees • Awards or third party recognition
    6. 6. What to Include? • Just text?? • Logo/Photos • Video • Hyperlinks • Quotes
    7. 7. Sample Press Release Photo,Video Quotes Hyperlinks
    8. 8. Sending Press Releases • Emailing Journalists Directly • Online Newswires • Your Website • Bloggers
    9. 9. Newswires PAID FREE • • PRweb.com PR.com • • eReleases.com PRLog.com • • Marketwire.com 24-7pressrelease.com • • BusinessWire.com PRLeap.com
    10. 10. Social Media
    11. 11. Social Media
    12. 12. Word of Mouth • Your customers are talking about you whether you participate or not.
    13. 13. Types • • Blogging Social News • • Microblogging Podcasts • • Photo Sharing Online Forums • • Video Sharing Networking/Community • Bookmarking
    14. 14. Rule #1 Be Human
    15. 15. Steps to Participation • Listen • Join • Participate • Create
    16. 16. Listen • Every social network has unspoken rules • Spamming isn’t cool • Take time to get to know your customers
    17. 17. Join • Where? • What’s appropriate? • How to maintain? • Tips...
    18. 18. Participate • When it’s appropriate? • When it’s not... • Ways to participate: • Comment • Bookmark • Post News
    19. 19. Create • Content should be appropriate to your brand and product or service • Blogs and social networking sites like Facebook are a great place to start! • Branch out to other areas as appropriate to your audience
    20. 20. Transparency... • Double-edged sword • Be cautious • Create a social media policy http://123socialmedia.com/2009/01/23/ social-media-policy-examples/ http://gretemangroup.com/blog/index.php/ 2009/01/social-media-policy/
    21. 21. Monitoring Your Brand
    22. 22. Why Should You Monitor Your Brand? • Motrin (cool to wear your baby?) • Domino’s Pizza (extra toppings?) • Dell (fiery batteries) • Amazon.com (#amazonfail)
    23. 23. What to Monitor? • Mentions of your company name • Key employees’ names • Product or Trademark Names • Competitors Names
    24. 24. Monitoring Techniques • RSS - Really Simple Syndication • Google Alerts • Technorati Blog Search • Twitter Search • Trackur, Backtype, other services
    25. 25. Brandon Eley @beley Online Marketing Inside Out Released May 2009 www.brandoneley.com www.kelseyads.com
    26. 26. Online Marketing Inside Out by Brandon Eley & Shayne Tilley Chapter 1: The Changing Face of Marketing Chapter 2: 21st Century Public Relations and Media Chapter 3: Turn Page Views into Profit Chapter 4: Search Engine Optimization Chapter 5: Social Media Chapter 6: Email Marketing Chapter 7: Affiliate Marketing Chapter 8: Online Advertising Chapter 9: Tying It All Together

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