Harness the Internet
John Jantsch
www.ducttapemarketing.com

Being found vs. hunting
 Search and social media
 An optimized online presence
 Merge content with engagement

Being found vs. hunting
 67% over 65 use search engines
 80% of the 34-64 read online reviews.
 90% said they would avoid a hotel
with a bad review.
source: Nielsen/Netratings

Landscape of online marketing
 Content optimization
 Engagement optimization
 Management optimization
 Collaboration

Content optimization
 Blog
 Podcast
 Photos
 Videos
 Online PR
 Social profiles
 Local profiles

Content optimization

Blog and Podcast
 Blog
Easy to add content, search results
WordPress.org
 Podcast
Interview influencers, journalist
Skype, Libsyn, Audio editing

Why Blog
 Content
 Interaction
 Networking
 Community
 Search

Blogging in 3 steps
1) Monitor – bloglines.com
2) Comment
3) Blog

Blogging software
Wordpress.org
Wordpress.com
Typepad.com
Blogger.com
Tumblr
Posterous

Blogging software
• Wordpress.org
• Wordpress.com
• Typepad.com
• Blogger.com

Blogging best practices
 Read blogs
 Post often
 Use keywords in titles
 Network
 Encourage community
 Link out

Podcasting
 Audio files
iTunes syndication
 Content creation
 Journalist cred

Podcasting toolbox
SkypeIn with Call Recorder
 Garage Band to edit
Libsyn to host
 Casting Words for transcripts

Photos and Video
 Photos
Products, customers, staff
Flickr, Picasso (tagged)
 Videos
Testimonials, success stories
YouTube, Viddler, Vimeo (optimized)

Photos and Video

Photos and Video

Photos and Video

Online PR and Profiles
 Online PR
Announcements, News
PitchEngine, PRWeb (social links)
 Profiles
Google profile, social profile,
communities (brand optimized)
GoogleMaps, LinkedIn, BX

RSS content creation
 Read and research
 Repurpose
 Automate
 Create content
 Filter and aggregate

RSS
Tools
•Google news

Tools
•Google reader

Tools
•Google calendar
•Feedburner

Tools
•del.icio.us
•tagging
•Feedburner

Engagement optimization
 Social networks
 Widgets
 Syndication
 Customer content
 Community
 Monitoring
 Analytics

Engagement optimization

Social Networks
 twitter
search leads, discover, customer service
 Facebook
Groups, Fan Pages
 LinkedIn
Groups, staff, Questions

Twitter for Business

What is twitter?

Some basic stuff
 Tweet
 Handle
 Follow
 Replies
Retweet
 DM
 Avatar
Hashtag

twitterimage.com

Why use it?
Strategy – 1-to-1 or 1-to-many
 Customer service
 Reputation management
 Event promotion/extension
 Product/service promo
 Network and partner
 Internal pipe - yammer

Who do I follow?
Strategy – less is or more is
Twellow.com
Mr tweet
Twubble
 Just Tweet It
search.twitter
 follow or no follow
 auto DM

Managing it all
more than 1 account - groups
tweetdeck
Seesmic desktop
 Destroy twitter
Nambu
twitterberry
tweetie

Misc tools
tweetpic
twitturly
tweetbeep
tweetlater
twiddeo

Questions
www.johnjantsch.com/TwitterforBusiness.pdf

Management optimization
 setting up radars – Google Alerts
 integration – twitter tools
 3rd party tools – seesmic desktop

Radars
 Customer experience
 Brand mentions
 Competition
 Accuracy
 Media stalking

Radar types
 Google alerts
Search.twitter
tweetbeep.com
Boardtracker.com
Backtype.com

Collaboration in the Digital Age
“No one can whistle a symphony. It takes
a whole orchestra to play it.”
- H.E. Luccock

Your network
 prospects
 customers
 partners
 providers
 staff

Prospects - tools
 rate and review - jskit
 public customer service – twitter
 comments – wordpress, disqus

Customers - tools
 success stories – youtube, audioacrobat
 peer2peer panels –GoToMeeting,
Glance.net
 advisory board – basecamp
 survey - surveygizmo

Partners - tools
 workshop – Glance.net,
GoToMeeting,CastingWords,
Slideshare
podcast – skype, libsyn, audacity
blog network - wordpress

Providers - tools
 project management – Central Desktop
 collaborative review - colaab
 file sharing – box.net, dropbox

Staff - tools
 brainstorm - mindmeister
 operations manual – Central Desktop wiki
 email management – Email Center Pro
 communication – jott, meebo, Yammer

Collaboration toolbox
www.mindmeister.com/maps/show_public/12213323

Duct Tape Resources
www.ducttapemarketing.com