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
• Other ways to disseminate information

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

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
• •
eReleases.com PRLog.com
• •
Marketwire.com 24-7pressrelease.com
• •
BusinessWire.com PRLeap.com

Social Media

Social Media

Word of Mouth
• Your customers are talking about you
whether you participate or not.

Types
• •
Blogging Social News
• •
Microblogging Podcasts
• •
Photo Sharing Online Forums
• •
Video Sharing Networking/Community
• Bookmarking

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
Facebook are a great place to start!
• Branch out to other areas as appropriate
to your audience

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/

Monitoring Your Brand

Why Should You
Monitor Your Brand?
• Motrin (cool to wear your baby?)
• Domino’s Pizza (extra toppings?)
• Dell (fiery batteries)
• Amazon.com (#amazonfail)

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
• Trackur, Backtype, other services

Brandon Eley
@beley
Online Marketing Inside Out
Released May 2009
www.brandoneley.com
www.kelseyads.com

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