Leveraging Web 2.0 for Your Business Level the Playing Field, Reap the Rewards OEN Web Seminar, May 21, 2008

Who am I to be some “expert?” Blogging for business since 2004:

Blogging for business since 2004:

Marqui: controversy paid big dividends More than 200 pieces of press Google mentions zoomed from 2000 - 248,000 in two weeks

More than 200 pieces of press

Google mentions zoomed from 2000 - 248,000 in two weeks

WOM - it’s on fire!

Cost of customers is falling Search: $8.50 Yellow pages: $20 Online banner ads: $50 Email: $60 Direct mail: $70 Indirect sales: $5000 Direct sales: $22,000 The Cost of Customers is Falling

Cost of infrastructure is falling 1980: $183,000/Gb 1985: $71,000 1990: $9,000 1995: $880 2000: $14.29 2007: $0.25 Infrastructure Cost is Falling

B. L. O. G…

Getting into the magic “F” Google (all search engine) spiders love: Relevant keywords spark tags, results Blogs should be optimized for search Fresh content Good blogs are updated daily Lots of links The key to social media ROI

Google (all search engine) spiders love:

Relevant keywords spark tags, results

Blogs should be optimized for search

Fresh content

Good blogs are updated daily

Lots of links

The key to social media ROI

Why not blog? It’s easy…

Hit publish and… voila!

How to start blogging Everyone has to start somewhere… Read blogs - who’s talking about your cause and issues? Technorati/del.icio.us searches will let you know Comment on posts that move you - bloggers LOVE comments Comments help get over the stage fright Comments link back to your blog/web site (links are GOOD!) Start your own blog - and talk about your business/your passion Share the joy with others if you can… Categorize / Tag your favorite posts

Everyone has to start somewhere…

Read blogs - who’s talking about your cause and issues?

Technorati/del.icio.us searches will let you know

Comment on posts that move you - bloggers LOVE comments

Comments help get over the stage fright

Comments link back to your blog/web site (links are GOOD!)

Start your own blog - and talk about your business/your passion

Share the joy with others if you can…

Categorize / Tag your favorite posts

What is a “Tag?”

How do I use tags?

Tags in del.icio.us

Why do Tags matter? Find out who’s talking about your issues, connect with them… use tags to leverage keywords Relevant keywords, relevant coverage, relevant results

Find out who’s talking about your issues, connect with them… use tags to leverage keywords

Relevant keywords, relevant coverage, relevant results

SEMPR and blogs go together Optimize and tag your posts Inbound and outbound links Fresh content with relevant keywords Google juice Augment your Search Engine Marketing

Optimize and tag your posts

Inbound and outbound links

Fresh content with relevant keywords

Google juice

Augment your Search Engine Marketing

How to keep up? RSS! Smart people use smart tools to work for them: Persistent search watches for news, votes, developments Sharing knowledge comes easily – blogs, River of News Attensa - www.attensa.com/get-it - free RSS reader

Smart people use smart tools to work for them:

Persistent search watches for news, votes, developments

Sharing knowledge comes easily – blogs, River of News

Attensa - www.attensa.com/get-it - free RSS reader

Smart readers learn from you Attentionstream  watches your attention, delivers intelligent, prioritized streams

Attentionstream  watches your attention, delivers intelligent, prioritized streams

Smart readers let you act Read blog posts, news in context, from within reader

Read blog posts, news in context, from within reader

Smart readers improve productivity Comment on posts, send posts to intranets, email to blog

Comment on posts, send posts to intranets, email to blog

Smart readers spread intelligence Comment on posts, send posts to intranets, email to blog

Comment on posts, send posts to intranets, email to blog

Smart readers reduce effort Tag within the reader, synchronize with del.icio.us

Tag within the reader, synchronize with del.icio.us

Explore Twitter: micro-blogging

Why Twitter? Connect on a human level - with prospects, partners, your ecosystem Share information about events Generate enthusiasm for news Let people know what you’re blogging/thinking Ask for feedback from others/get answers Set up searches for keywords - find other like-minds

Connect on a human level - with prospects, partners, your ecosystem

Share information about events

Generate enthusiasm for news

Let people know what you’re blogging/thinking

Ask for feedback from others/get answers

Set up searches for keywords - find other like-minds

AboutUs.org -refresh yourself!

AboutUs.org -expose yourself!

YouTube? You Should…

Why it’s time for conversations People are researching online – will they find you? Tagging, relevant keywords, thought leadership, you’re in the conversation Consumers are more independent – less reliant on “experts” 67% people rely on WOM vs. other marketing methods to make decisions … . WOM, FOAF community, connections…. Source: Forrester Research

People are researching online – will they find you?

Tagging, relevant keywords, thought leadership, you’re in the conversation

Consumers are more independent – less reliant on “experts”

67% people rely on WOM vs. other marketing methods to make decisions

… . WOM, FOAF community, connections….

Best practices in social media Get the support of the CEO and the board – others at the highest level Assign roles, responsibilities and processes up front Use tools to monitor conversations Implement a crisis communications plan... just in case Establish a clear theme/focus for your blog and online conversations

Get the support of the CEO and the board – others at the highest level

Assign roles, responsibilities and processes up front

Use tools to monitor conversations

Implement a crisis communications plan... just in case

Establish a clear theme/focus for your blog and online conversations

Golden Rule: honesty and transparency

let the conversations begin… Janet Johnson janet @ janetleejohnson .com www. janetleejohnson .com 503.807.8964

Janet Johnson

janet @ janetleejohnson .com

www. janetleejohnson .com

503.807.8964