How to keep from
falling off the
face of the
Internet...
Copyright 2009, Deltina Hay

With Deltina Hay of Dalton Publishing, Social
Media Power, and PlumbSocial.com...
Author of
A Survival Guide to Social Media and
Web 2.0 Optimization
Featuring case studies from host Cynthia
Baker of Accolades Public Relations

Why the Social Web?
No secret that it is the future of the Internet
Levels the playing field for small and large business
Internet users have new expectations
A static Website will no longer cut the mustard
Need an entire (Social) Web presence to succeed
SEO is not enough, need to increase your reach...

The Social Web
Is more than just blogging and social networking
Media communities (Flickr/YouTube)
Social Bookmarking & Crowd Sourced News sites (delicious
and digg)
Viral widgets and social applications
Social media newsrooms
Document sharing (Scribd)
Social pages (Squidoo, Hubpages)
All built using similar technologies, so they are easily
integrated
And all are free!

Building a Solid Foundation in the Social Web
Create a strategy
Prepare your content
Implement and optimize your tools
Integrate your tools
Evaluate what is working

A Realistic Beginning Strategy
Blog
Facebook presence
LinkedIn profile
Twitter account
Flickr account
YouTube account

Preparing Your Content
Key Terms! Key Terms! Key Terms!
Use Google Keyword Tool to research good key terms
(AKA keywords/tags)
Use them in:
Blogs:
In post body, within titles, as categories and tags
Social networking:
In profiles, postings, and status upgrades
Images and Video Clips:
In file names, descriptions, and tags

Questions...
?

Implementing and Optimizing Tools: Blogs
What is a Blog?
Chronological and categorized list of entries
A blog is an RSS feed
What is an RSS feed?
RSS=Really Simple Syndication
A “simple” way to subscribe to information
New entries are “fed” to subscribers automatically
Think of it as a steady stream or flow of
information...

Implementing and Optimizing Tools: Blogs
Options for starting a blog:
Host it yourself (WordPress.org)
Free or nearly free options:
WordPress.com
Typepad.com
Blogger.com

Implementing and Optimizing Tools: Blogs
Optimizing your blog:
Remember your key terms
Add your blog to FeedBurner.com
Use a good search engine optimization plugin
Add to many blog directories like Technorati
Make it easy for others to subscribe and share...

Blog Subscription Options

Subscribing to a Blog via Email

Subscribing to a Blog via Feed Readers

Mercury Mambo Business Development
Objective
– Hispanic marketing firm wants to
demonstrate expertise in
Hispanic markets
Strategy
– Accolades PR assisted with
technical set-up, content and
strategies of their company blog
Result
– Firm’s blog gained top 5 Hispanic
marketing blog status
– Blog helped establish agency’s
credibility; gained speaking
opportunities to provide Hispanic
marketing training to PR firms.

Questions...
?

Implementing and Optimizing Tools:
Social Networking (Facebook, LinkedIn)
Represent yourself authentically
Follow submission guidelines
Join or start groups
Use key terms in your profiles
Use applications to enhance your presence
Know the difference between a Facebook Profile
and a Facebook Page...

A Facebook
Page is for
Your
Business

A Facebook Profile is for You

An
Optimized
Profile
(LinkedIn)

An
Optimized
Profile
(LinkedIn)

An
Optimized
Profile
(LinkedIn)

Interactive Austin 2009
Objective
– Increase IA09 conference
visibility and attendance
Strategy
– Use traditional online marketing
and social media tools,
including Twitter, LinkedIn and
Facebook
Result
– Gained visibility by over 2.4
million Twitter followers
– Increased event attendance by
100 new attendees

Questions...
?

Implementing and Optimizing Tools:
Micro-Blogging (Twitter)
As a blogging tool: used for posting short posts or
updates
As a social network: used to interact in real-time
Businesses and individuals gain “followers”

Implementing and Optimizing Tools:
Micro-Blogging (Twitter)
Keep a consistent message
Use key terms in posts to aid in search
Utilize directories like WeFollow.com
Utilize tools like TweetDeck and HootSuite
“Tastefully” personalize your Twitter page –
Twitbacks.com is a good tool
Use attribution when posting other people's info

Twitter Profile

Twitter Post Optimized for “longevity”

Dell Factory Outlet loves Twitter
Objective
– Boost sales of Factory Outlet
specials using Twitter as a
channel
Strategy
– Use Twitter to tweet unique
coupon codes
Result
– Dell sold $500,000 of DFO
products directly attributable to
the Twitter feed
– @DellOutlet has over 547,000
followers

Questions...
?

Implementing and Optimizing Tools:
Media Communities (Flickr and YouTube)
Share images on Flickr & Video on YouTube
Use key terms in:
Files names
Descriptions
Tags
Meta information
Landing pages
Create playlists on YouTube even if you don't have video of
your own

Dalton Publishing's Flickr Account

Dalton Publishing's YouTube Playlists

Questions...
?

Integrating Your Social Web Presence
Social Web is an integrated system
Make your tools work together using:
RSS feeds
Widgets & Badges
Applications & Plugins

Integrating with RSS Feeds

Integrated
Facebook
Profile

Integrating
with
Widgets
& Badges

Integrating
with
Applications

Questions...
?

What we have done so far...
Created our strategy
Prepared our content
Implemented and optimized our tools
Integrated our tools

Final Step: Evaluate What is Working
Phase out tools that are not working
Integrate & optimize new tools carefully
Keep abreast of new features in existing tools
Only you know what is working best for your business...

Flamingo-A-Go-Go for Planet Cancer
Objective
– Increase community support,
attendance at the annual
fundraiser
Strategy
– Use a combined social media &
PR campaign, which could be
duplicated in other cities
Result
– In two months, the charity’s
Facebook community grew from
0 to 712 members; 80,000
Twitter followers
– Reached fundraising goals and
maintained donations while
most non-profits experienced
40% decrease in donations

Questions...
?

Thank you for participating!
Upcoming Webinars and workshops:
Visit SocialMediaPower.com for info...
Cynthia Baker
@cynthiabaker
AccoladesPR.com & AccoladesCommunications.com
cynthia@accoladespr.com
Deltina Hay
@socialmediapwr & @deltina
SocialMediaPower.com & PlumbSocial.com
deltina@socialmediapower.com