Web communications It’s so hot right now. Awesome panelists: Javier Avellan, Marc Nathan and Dan Keeney Moderator: Katie Laird Presented at Tendenci User Conference 2007 www.tendenci.com/uc2007

It’s so hot right now.

To connect and organize the world’s people. Do good.

What we get excited about Search engine triumphs Online connections Smart communication YOUR SUCCESS!

Let’s talk about: Tendenci and search engine magic with Javier Avellan Power of social networking with Marc Nathan Managing your reputation online with Dan Keeney

Tendenci and search engine magic with Javier Avellan

Power of social networking with Marc Nathan

Managing your reputation online with Dan Keeney

We love SEM even when it’s annoyingly good www.schipul.com/sem/ www.thesemblog.com

Tendenci and Search Engine Marketing Tendenci can help your Web site be more search engine friendly. Javier Avell á n Schipul - The Web Marketing Company www.schipul.com

Tendenci can help your Web site be more

search engine friendly.

What we will cover Adding content to your site Tendenci’s Automated Optimization Using Search Engine Marketing Tools

Adding content to your site

Tendenci’s Automated Optimization

Using Search Engine Marketing Tools

Add Content to your Web site Articles (best practices, interesting and unique content) www.keeneypr.com/en/art/?222 Press Releases (new client signed, new process) www.houstontech.org/en/rel/?241 Testimonials www.schipul.com/testimonials/

Articles (best practices, interesting and unique content) www.keeneypr.com/en/art/?222

Press Releases (new client signed, new process) www.houstontech.org/en/rel/?241

Testimonials www.schipul.com/testimonials/

Tendenci Automatically Optimizes Your Content

Use the SEM Tools http://www.schipul.com/en/sem/keywords/ Optimize your content Check your linkbacks http://tools.marketleap.com/publinkpop/

Use the SEM Tools (continued) http://www.futurenowinc.com/wewe/index.cfm Customer Focused? Readability Analysis http://juicystudio.com/services/readability.php

To Recap Add content to your site Allow Tendenci to Optimize it Use the SEM Tools

Add content to your site

Allow Tendenci to Optimize it

Use the SEM Tools

Thank you! Javier Avell á n, Business Development Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA www.schipul.com v. (281) 497. 6567 f. (281) 497.1083

Protecting Reputations in the Age of Blogs

“A Cautionary Tale” – Dallas Morning News Blogger took issue with company’s value proposition First posted critique in 2004 Spent many months researching

Blogger took issue with company’s value proposition

First posted critique in 2004

Spent many months researching

“A Cautionary Tale” – Dallas Morning News E-mailed business to seek e-mail interview Followed up with 20 questions Company did not respond Blogger followed up Oct. 21, Nov. 13 and Nov. 29

E-mailed business to seek e-mail interview

Followed up with 20 questions

Company did not respond

Blogger followed up Oct. 21, Nov. 13 and Nov. 29

TICK TOCK TICK TOCK

“A Cautionary Tale” – Dallas Morning News In mid-December, the blogger began posting what ultimately was a 10-part series Blogger proactively posted links to story on relevant forums

In mid-December, the blogger began posting what ultimately was a 10-part series

Blogger proactively posted links to story on relevant forums

“A Cautionary Tale” – Dallas Morning News Because of the unusually exhaustive nature of the investigation, word spread organically Picked up by BoingBoing, Slashdot, Digg and other influential sites

Because of the unusually exhaustive nature of the investigation, word spread organically

Picked up by BoingBoing, Slashdot, Digg and other influential sites

BoingBoing, Slashdot and Digg All are Web sites that feature user-submitted links to interesting blog posts BoingBoing and Slashdog feature editor evaluated sites with summaries Kind of the AP for bloggers and Web surfers Play a major role in driving blog content

All are Web sites that feature user-submitted links to interesting blog posts

BoingBoing and Slashdog feature editor evaluated sites with summaries

Kind of the AP for bloggers and Web surfers

Play a major role in driving blog content

BoingBoing, Slashdot and Digg If you hope to get attention, proactively submit your link If you’re hoping something just fades away or doesn’t get noticed, you don’t want to see any of these pick up the story

If you hope to get attention, proactively submit your link

If you’re hoping something just fades away or doesn’t get noticed, you don’t want to see any of these pick up the story

“A Cautionary Tale” – Dallas Morning News In the days that followed, hundreds of blogs posted stories about the series More than 2,000 Web sites linked to the series That’s when we got involved

In the days that followed, hundreds of blogs posted stories about the series

More than 2,000 Web sites linked to the series

That’s when we got involved

School of Hard Knocks Before even being engaged, we tripped Posted personal opinions to other blogs Others questioned independence, fueling speculation of “flogging”

Before even being engaged, we tripped

Posted personal opinions to other blogs

Others questioned independence, fueling speculation of “flogging”

Disclosure is HUGE Issue Online I had no interest when comments were posted Later involvement complicated things Blogs jumped on it

I had no interest when comments were posted

Later involvement complicated things

Blogs jumped on it

“DPK Public Relations: Caught With Its Hand in the Chocolate Jar?” “Oh this is beautiful; small business PR dilemma at its best.”

“DPK Public Relations: Caught With Its Hand in the Chocolate Jar?”

“Oh this is beautiful; small business PR dilemma at its best.”

Sought Expert Counsel Needed to distance client from questions about our actions Opened online discussion about ethics of posting comments

Needed to distance client from questions about our actions

Opened online discussion about ethics of posting comments

Flying Aqua Badger Wrote… “ The end result is we have a bucket full of negative commentary regarding a company and the only visible defense on each occasion is being spouted by a PR guy with no immediate disclosure. What is Dan supposed to do to tidy up? Go to all those blogs again and post a subsequent comment saying “at the time of posting my original comment I was not representing NOKA but now I am. This is just to present you with the facts.”?”

“ The end result is we have a bucket full of negative commentary regarding a company and the only visible defense on each occasion is being spouted by a PR guy with no immediate disclosure. What is Dan supposed to do to tidy up? Go to all those blogs again and post a subsequent comment saying “at the time of posting my original comment I was not representing NOKA but now I am. This is just to present you with the facts.”?”

That’s Exactly What I Did “ As I write this comment I am engaged as a PR person representing NOKA. The original comments were written prior to that and reflected my personal opinion. However, facts are facts and that makes it worthy of an update. So as Kirk Brewer suggested in a post on my site, I am posting this update. Thanks to Kirk and others for their constructive feedback.”

Step One Accomplished We quickly channeled all discussion about our actions to our Web site where we had control We succeeded in distancing the client from the discussion That distraction was over

We quickly channeled all discussion about our actions to our Web site where we had control

We succeeded in distancing the client from the discussion

That distraction was over

Client PR Plan Objectives To protect and enhance the brand’s reputation To capitalize on exposure to build positive awareness of brand To drive demand for products

To protect and enhance the brand’s reputation

To capitalize on exposure to build positive awareness of brand

To drive demand for products

Client PR Strategies Embrace the key aspect of blogger’s critique and make it “ours” Be more open than ever Quickly respond to all opportunities Proactively get other positive messages out

Embrace the key aspect of blogger’s critique and make it “ours”

Be more open than ever

Quickly respond to all opportunities

Proactively get other positive messages out

Blogs mentioning company BoingBoing Issued Statement

Step Two Accomplished Once our message was out and discussed, the pressure subsided We aggressively worked to tell the positive story with a series of news releases

Once our message was out and discussed, the pressure subsided

We aggressively worked to tell the positive story with a series of news releases

Step Two Accomplished Positive stories were placed: Inc. magazine Forbes.com INDULGE Dallas Morning News Mix 102.9

Positive stories were placed:

Inc. magazine

Forbes.com

INDULGE

Dallas Morning News

Mix 102.9

So Why Do Blogs Matter? General media watch blogs as early indicators of trends The “echo effect” Blogs can claim valuable search engine real estate Online content can have a long lifespan

General media watch blogs as early indicators of trends

The “echo effect”

Blogs can claim valuable search engine real estate

Online content can have a long lifespan

Step Three Begins The Dallas Morning News began its own investigation Welcomed reporter and videographer for all-access half-day emersion Succeeded in turning the story around

The Dallas Morning News began its own investigation

Welcomed reporter and videographer for all-access half-day emersion

Succeeded in turning the story around

Dallas Morning News “ It’s a cautionary tale…” “ Some blogging and journalism experts say the controversy demonstrates the impact an online report can have on a company’s reputation…”

“ It’s a cautionary tale…”

“ Some blogging and journalism experts say the controversy demonstrates the impact an online report can have on a company’s reputation…”

DMN Begat the New York Times “If you are still seeking the perfect gift for Valentine’s Day, have you considered NOKA Chocolate?” …(the owners) took umbrage at the attack.”

“If you are still seeking the perfect gift for Valentine’s Day, have you considered NOKA Chocolate?”

…(the owners) took umbrage at the attack.”

NYT Begat Channel 8 “Pure ingredients and the amount of labor make it expensive.” “Even the slightest scratch, crack or dent means the particular piece…won’t get past the inspector…”

“Pure ingredients and the amount of labor make it expensive.”

“Even the slightest scratch, crack or dent means the particular piece…won’t get past the inspector…”

Evidence of Step Three Success The best measure of success is short-term and long-term sales Short-term, sales have remained strong Emphasis on price seems to be attracting luxury buyers

The best measure of success is short-term and long-term sales

Short-term, sales have remained strong

Emphasis on price seems to be attracting luxury buyers

Blogs Deserve Attention Often driven by passionate enthusiasts Be considerate and responsive to requests Cultivate relationships, but be careful Conspiracy theories, rumors and speculation common

Often driven by passionate enthusiasts

Be considerate and responsive to requests

Cultivate relationships, but be careful

Conspiracy theories, rumors and speculation common

Lessons to Apply Set up Google Alert for name of company, product or executive Search Technorati.com at least every couple weeks for chatter Always disclose any relevant client relationship online

Set up Google Alert for name of company, product or executive

Search Technorati.com at least every couple weeks for chatter

Always disclose any relevant client relationship online

Lesson learned?

Best thing to come?

Tips for Tendenci Users

Thank you! Panelists: Dan Keeney ( [email_address] ) Marc Nathan ( [email_address] ) Javier Avellan ( [email_address] ) Moderator: Katie Laird ( [email_address] ) Presented at the Tendenci User Conference 2007 Find all presentations at: www.tendenci.com/uc2007 www.schipul.com