Being Findable Online

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+ mtr215 6 months ago
Great presentation. Thanks for sharing!

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Being Findable Online - Presentation Transcript

Being Findable Online Auburn University April 17, 2009
What’s Happening Now
Your Digital Footprint Offline Online
What can you do? Listen Engage & Contribute Optimize
Listen
- Listening = your foundation.
- Helps you identify:
- Opportunities / Risks
- Existing Conversation / Blank Slate
- Critics / Allies / Potential Allies
Listen blogsearch.google.com search.twitter.com
Listen www.google.com/reader
Listen www.bloglines.com
Listen
Listen Engage & Contribute
Listen Engage & Contribute
- The blogosphere: harnessing the power of citizen journalists
- An easy “next step” after listening
- You have two basic options:
Listen Engage & Contribute
- Option 1: Blogger Engagement
- Be transparent
- Personalize the message
- Be conversational and avoid jargon
- Know that with bloggers, you’re always “on the record”
- Recognize that many bloggers have day jobs
- Don’t add bloggers to your media list
- Email first, post comment second
Listen Engage & Contribute
- Option 2: Start Your Own Blog
- “ Everyone else is doing it” is not a good reason
- Add value to the conversation
- Be mindful of your comment policy: post it and stick to it
- Post often, but not too often
- Be thoughtful in how you title and tag your posts
Listen Engage & Contribute
- Twitter: changing the world in 140 characters or less
- So what is Twitter ?
- Started as simple “What are you doing” updates
- Evolved into a platform for activism and customer service
Listen Engage & Contribute
Listen Engage & Contribute
- Be aware of best practices
- Be transparent
- Tweet often, but not too often
- Two-way communication is key
- Try out Twitter on your own first
Listen Engage & Contribute
- Go where people are already looking
- Be strategic in how you title and describe items
- Use tags abundantly and smartly
- Make sure the content you’re posting is appropriate and ideal for the platform
Listen Engage & Contribute
- Facebook: gather your fans
- New design for business pages is more similar to individual profiles
- Opportunity to be more directly integrated into your audience’s day-to-day experience on Facebook
- Channel to further distribute all your great content from the other platforms
Listen Engage & Contribute Optimize
- You’re already more than half-way there!
- Google likes …
Listen Engage & Contribute Optimize
- SEO = Search Engine Optimization
- SEM = Search Engine Marketing
Listen Engage & Contribute Optimize
Listen Engage & Contribute Optimize
Listen Engage & Contribute Optimize
Listen Engage & Contribute Optimize
Listen Engage & Contribute Optimize
Being Findable Online
Erin Caldwell [email_address] 202.326.1817

+ Erin Caldwell, 6 months ago

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Auburn University PR Professional Development Confe more

Auburn University PR Professional Development Conference (April 17, 2009)

Erin Caldwell
Account Supervisor
Edelman, Digital Public Affairs

NOTES:

[Slide 1] Being Findable Online

[Slide 2] This is happening now

-People expect to have the answers to their needs at their fingertips – literally.
-It’s important to understand
1) how to be findable when your audience comes looking for you, whether they *know* they’re looking for you or not (will get into this more later)
2) And how to make sure *what* they find about you is what they want you to find

[Slide 3] Digital Footprint

It’s important to understand your digital footprint. To put that in context …
Offline: people know you, people can come into your business and see you face-to-face; have more control over your image
Online: Don’t have the same control over your image; what people know about you is what they’ve read or “heard.” More succinctly: they know you based on what Google tells them.

So how do you manage 1) how ppl can find you, and 2) what impression they get once they do.

Offline: more intuitive, you know what you can do – design nice storefront, appropriate signage, advertisements in the newspaper
Online: a little more tricky – because thanks to Google, what ppl will find is not only what you say about yourself, but what others are saying about you. Can’t CONTROL that. But you can INFLUENCE it.

[Slide 4] Listen, Engage & Contribute, Optimize

So how do you do that? How do you make yourself more findable?

Three basic steps:
1) Listening: ALWAYS important; falls off the table way too easily, but should always be the first step
2) Engage & Contribute: Lots of ways to contribute; get your content out thre
3) Optimize: Make sure you do what you can to make your content (from engaging and contributing) easy to find

[Slide 5] Listening = your foundation.

Helps you identify:
Opportunities / Risks
Existing Conversation / Blank Slate
Critics / Allies / Potential Allies

[Slide 6] So where do you GO to listen? How do you tap into those conversations?
[for example, google blogsearch and twitter search]

Can’t just do this once. You should be constantly listening, constantly evolving your efforts. RSS is the tool that let’s you do that with essentially zero effort.

[Slide 7] Staying on-top of the conversation: Google Reader

Can easily categorize into folders. Serves up recent “unread” items, much like an email program.

[Slide 8] Staying on-top of the conversation: Bloglines

Can easily categorize into folders. Serves up recent “unread” items, much like an email program.

[Slide 9] Staying on-top of the conversation: Microsoft Outlook 7

Beneficial if Outlook is the main application you use for email, because you can easily forward items

[Slide 10] Engage & Contribute

There are lots, lots, LOTS of ways that you can contribute and engage with the conversation. By listening and exploring some of these tools/platforms , you’ll figure out the best places to be for your audience.

Today, I’ll walk you through the basics of just a few to get your feet wet.

[Slide 11] The blogosphere: harnessing the power of citizen journalists

An easy “next step” after listening
You have two basic options:
-Engage
-Contribute

[Slide 12] Option 1: Blogger Engagement

-Be transparent
-Personalize the message
-Be conversational and avoid jargon
-Know that with bloggers, you’re always “on the record”
-Recognize that many bloggers have day jobs
-Don’t add bloggers to your media list
-Email first, post comment second

[Slide 13] Option 2: Start Your Own Blog

-“Everyone else is doing it” is not a good reason
-Add value to the conversation
-Be mindful of your comment policy: post it and stick to it
-Post often, but not too often
-Be thoughtful in how you title and tag your posts

[Slide 14] Twitter: changing the world in 140 characters or less

-So what is Twitter?
-Started as simple “What are you doing” updates
-Evolved into a platform for activism and customer service

[Slide 15] @comcastcares example

Utilize Twitter as a customer service tool; DO actually respond and resolve customer issues.

[Slide 16] Be aware of Twitter best practices

-Be transparent
-Tweet often, but not too often
-Two-way communication is key
-Try out Twitter on your own first

[Slide 17] Why try to throw your own party, when there’s already a first-class par-tay raging up the street?

Go where people are already looking

-Be strategic in how you title and describe items
-Use tags abundantly and smartly
-Make sure the content you’re posting is appropriate and ideal for the platform

[Slide 18] Facebook: gather your fans

-New design for business pages is more similar to individual profiles
-Opportunity to be more directly integrated into your audience’s day-to-day experience on Facebook
-Channel to further distribute all your great content from the other platforms

[Slide 19] Optimize

You’re already more than half-way there!

Google likes …
-Frequently updated content
-Incoming links
-Titles, descriptions, tags and all those things that make content findable

[Slide 20] To distinguish between SEO and SEM ...

SEO = Search Engine Optimization
Achieved by “organic” means

SEM = Search Engine Marketing
Achieved by paying $

[Slide 21] Placement of content/links on Google:
-Sponsored: bid ($) on keywords
-Sponsored + earned: starts as a standard sponsored ad, but enough ppl clicked on your ad that Google recognizes that as higher “relevance” and rewards your ad with placement at the top of the page
-Organic: can’t pay for this; achieved only by organic means (titles, descriptions, tags, page/site copy, incoming links, etc.)

[Slide 22] Example 1: Purina / Alpo

Missed opportunity. Instead of engaging their customers who were actively seeking information in a time of high-emotion distress, Purina and Alpo ducked for cover allowing law firms, pet insurance companies and news coverage to fill the void.

Consumers expected Purina to have a presence, but they were no where to be found.

[Slide 23] Example 2: Mattel

Great Response. Mattel created dedicated micro site with video message from CEO and instruction on what parents should do if we have any affected toys. They bought the top listing across all related keywords. Just an excellent response.

[Slide 24] Explore Google Adwords

[Slide 25] Ultimately, being findable online rests on generating authentic and compelling content (which is informed by listening) and being sure to optimize your efforts through organic means (SEO) and/or paid search efforts (SEM).

[Slide 26/27] closing less