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Getting Found, Talked About and Recommended Online

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Get Talked About presentation to LSN Annual Meeting, Navy Pier, March 26, 2010.

Get Talked About presentation to LSN Annual Meeting, Navy Pier, March 26, 2010.

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  • 1. Getting Found, Talked About and Recommended Online
    Confidential© 2009-2010 Get Talked About
  • 2. Get Talked About helps begin, build and sustain recommendation-generating conversations about brands, companies and people by integrating online marketing techniques with traditional offline components.
    Confidential© 2009-2010 Get Talked About
  • 3. Agenda
    Understanding Online Marketing and its importance to business success
    Integrating Marketing efforts to the digital world
    Determine the right content to drive SEO
    Using Social media more effectively to support your marketing efforts
    Confidential© 2009-2010 Get Talked About
  • 4. Understanding Online Marketing and
    its importance to business success
    The online world is growing exponentially, everyone is already using it including competitors, vendors, clients and prospects
    www.internetworldstats.com-3/24/10
    Confidential© 2009-2010 Get Talked About
  • 5. Understanding Online Marketing and
    its importance to business success
    Just two in five US adults (43%) say they read a daily newspaper - either online or in print - almost every day, while 72% read one at least once a week and 81% read one at least once a month, according to a December 2009 Adweek Media/Harris Poll.
    The study found that one in ten adults (10%) say they never read a daily newspaper.
    Confidential© 2009-2010 Get Talked About
  • 6. Understanding Online Marketing and
    its importance to business success
    research found that older Americans - including both Seniors (also referred to as “Matures”) and the younger Baby Boomer cohort - have overwhelmingly made the internet an integral part of their everyday lives and often rival younger generations in online activities.
    Seniors Online in Droves
    Online seniors  regularly use email (94%), go to the internet to look up health and medical information (71%), read news (70%), and manage their finances and banking (59%). They also turn online for gaming: Approximately half (47%) of online Matures regularly play free online games.
    Boomers Logged On
    Boomers (ages 45-64) are heavy online users as well, with 93% using email and 71% shopping online, the study found. Other regular activities for online Boomers include reading news (73%), gathering information (67%) and paying bills (66%).Additionally, three in 10 (30%) regularly watch videos online, and 39% regularly go to networking websites, forums, message boards and chat rooms, according to CTAM.
    Cable and telecommunications association for marketing
    Nov 09
    Confidential© 2009-2010 Get Talked About
  • 7. Integrating offline Marketing Efforts to the digital world
    What works offline doesn’t necessarily translate online. Inbound vs. Outbound Marketing
    Confidential© 2009-2010 Get Talked About
  • 8. Integrating offline Marketing Efforts to the digital world
    Outbound
    Advertising PR Selling
    Confidential© 2009-2010 Get Talked About
  • 9. Integrating offline Marketing Efforts to the digital world
    Inbound
    Publishing Conversing WOM
    Confidential© 2009-2010 Get Talked About
  • 10. Integrating offline Marketing Efforts to the digital world
    Outbound Marketing
    Look at our product or service!
    Do I have your attention? Hello?
    We are compassionate caregivers!
    Inbound Marketing
    I heard about you because my friends mom was there…so I am contacting you
    I was searching and found that you more than any other provider does…so I am contacting you
    I was researching and heard good things…so I am contacting you
    Confidential© 2009-2010 Get Talked About
  • 11. Integrating offline Marketing Efforts to the digital world
    The Online world can make your Offline Efforts smarter
    Landing Pages
    Can support offline Ads, DM, Billboards, etc
    Create another touch point
    Lead to another CTA
    Can collect Contact and other Information
    Can be tracked
    Confidential© 2009-2010 Get Talked About
  • 12. Integrating offline Marketing Efforts to the digital world
    A good landing page
    Headline-Match Ad Message
    Landing page copy that matches message
    Testing
    Clear CTA
    No Distractions!
    Confidential© 2009-2010 Get Talked About
  • 13. Integrating offline Marketing Efforts to the digital world
    Offline Marketing Scenario
    I ran an ad, sent out a direct mail piece, ran a commercial, etc
    I can’t “really” track results (who saw it? Read it?)
    No one is calling, why not?
    Someone went online to research your marketing claim and typed in your company/product/service AND your competitor, angry customer, vertical market segment usurped your name/keywords and now the potential customers is disinterested
    BUY PAID MEDIA PLACEMENT FOR YOUR
    KEYWORD PHRASES
    Confidential© 2009-2010 Get Talked About
  • 14. Integrating offline Marketing Efforts to the digital world
    Analytics
    Confidential© 2009-2010 Get Talked About
  • 15. Determine the right content to drive SEO
    Getting Found
    Confidential© 2009-2010 Get Talked About
  • 16. Determine the right content to drive SEO
    Finding and Using the correct keyword phrases
    Confidential© 2009-2010 Get Talked About
  • 17. Determine the right content to drive SEO
    Paid
    Organic
    Confidential© 2009-2010 Get Talked About
  • 18. Determine the right content to drive SEO
    Confidential© 2009-2010 Get Talked About
  • 19. Determine the right content to drive SEO
    Confidential© 2009-2010 Get Talked About
  • 20. Determine the right content to drive SEO
    Confidential© 2009-2010 Get Talked About
  • 21. Determine the right content to drive SEO
    Google Keyword Tool
    Confidential© 2009-2010 Get Talked About
  • 22. Determine the right content to drive SEO
    Google is smart!
    Confidential© 2009-2010 Get Talked About
  • 23. Determine the right content to drive SEO
    How to create content around your
    keyword phrases
    Confidential© 2009-2010 Get Talked About
  • 24. Determine the right content to drive SEO
    Confidential© 2009-2010 Get Talked About
  • 25. Determine the right content to drive SEO
    Confidential© 2009-2010 Get Talked About
    Write stories about staff, residents, global and local related news, your industry
    Take Pictures of life in your communities
    Take Video of life in your communities
  • 26. Determine the right content to drive SEO
    Using that content in the right places and in a
    way that is most impactful
    (Don’t forget Titles, Description, Tags, Alt Tags )
    Confidential© 2009-2010 Get Talked About
  • 27. Determine the right content to drive SEO
    Confidential© 2009-2010 Get Talked About
  • 28. Determine the right content to drive SEO
    Confidential© 2009-2010 Get Talked About
  • 29. Determine the right content to drive SEO
    Confidential© 2009-2010 Get Talked About
  • 30. Determine the right content to drive SEO
    TIE ALL CONTENT BACK TO YOUR WEBSITE
    Confidential© 2009-2010 Get Talked About
  • 31. Using social media more effectively to support marketing efforts
    Getting Talked About
    Confidential© 2009-2010 Get Talked About
  • 32. Using social media more effectively to support marketing efforts
    Researching and picking the right
    Social Media outlets
    Confidential© 2009-2010 Get Talked About
  • 33. Using social media more effectively to support marketing efforts
    Blogs
    Forums
    Communities
    Social Networking
    Micro blogs
    Social Bookmarking
    Document Sharing
    (Don’t know these terms? Google them)
    Confidential© 2009-2010 Get Talked About
  • 34. Using social media more effectively to support marketing efforts
    Start slowly
    Find a few channels you find interesting and relevant to your business
    Lurk first
    Poke around, listen to the conversation, determine the value to your business
    Is your competition, vendors, employees, vertical market segments there?
    Confidential© 2009-2010 Get Talked About
  • 35. Using social media more effectively to support marketing efforts
    Engaging
    Only if you are adding value
    Contribute first
    Cross promote your business ONLY when appropriate (NO SPAM)
    Confidential© 2009-2010 Get Talked About
  • 36. Using social media more effectively to support marketing efforts
    Feeding the monster
    Confidential© 2009-2010 Get Talked About
  • 37. Using social media more effectively to support marketing efforts
    Use Trackbacks
    Announce on multiple channels
    Cross-Pollinate (Park it one place and embed in another, linking, etc )
    Put together a team within your organization to spread the work load
    Confidential© 2009-2010 Get Talked About
  • 38. Using social media more effectively to support marketing efforts
    Social Media sites like Facebook, LinkedIn, Flickr,
    You Tube, etc….
    Provide SEO for your business
    Provide another touch point for people looking for your services
    Tie your prospects, staff, vendors, residents and family to you
    Are used by your competition
    Ignoring these channels won’t make them go away, use it to your advantage
    Confidential© 2009-2010 Get Talked About
  • 39. WOM-DWOM
    Getting Recommended
    Confidential© 2009-2010 Get Talked About
  • 40. WOM-DWOM
    ……is the same Online as Offline
    Bottom Line
    Marketing is Highest Position-Lowest Position
    (CEO-Janitor)
    Confidential© 2009-2010 Get Talked About
  • 41. WOM-DWOM
    Your House needs to be in order to be Recommended
    What you are speaks so loudly I can’t here what your saying
    Confidential© 2009-2010 Get Talked About
  • 42. WOM-DWOM
    Q & A
    Confidential© 2009-2010 Get Talked About
  • 43. Get Talked About helps begin, build and sustain recommendation-generating conversations aboutbrands, companies and people by integrating online marketing techniques with traditional offline components.
    Look forward to
    hearing from you!
    marty@gettalkedabout.com
    312 235 2051
    @mhitzeman
    Confidential© 2009-2010 Get Talked About
  • 44. Addendum
    Confidential© 2009-2010 Get Talked About
  • 45. A Get Talked About™ Production 2010
    45
    Creating Information Cycles
  • 46. 46
    So Confused!!!
    How do I sign up for the visit listed in the ad?
    Always directing customers to your homepage can resulting in searching and confusion.
    A Get Talked About™ Production 2010
  • 47. 47
    That is just what I needed!
    Headline-Match Ad Message
    Clear CTA
    Landing page copy that matches messaging
    No Distraction
    Don’t make them work, make them landing pages.
    A Get Talked About™ Production 2010
  • 48. D
    48
    Consider the desired outcome regardless of outlet.
    A Get Talked About™ Production 2010
  • 49. A Get Talked About™ Production 2010
    49
    Last but not least…
    Talk Like A Human
  • 50. 50
    Hi, I am a doctor.
    The ALOS at our COPC facilities is twice the average recorded by the AMA in 2008.
    Please contact our CBO to discover if your BHP or BCBS is covered.
    Hi, I am a patient.
    Our facilities focus on community to make patients enjoy their stay.
    Call 555-5555 to speak with a team member.
    A Get Talked About™ Production 2010
  • 51. A Get Talked About™ Production 2010
    51
    Mistakes happen in all businesses…
    Sincere apologies and actions do not.
  • 52. 52
    We don’t comment on pending litigation but we will vigorously defend against any and all claims.
    We would like to apologize for any shortcomings in Grace Allenby’s care that have been highlighted during this process. However, it is important to note the coroner stated there was no evidence the care Mrs. Allenby received contributed to her death.
    Don’t be a defensive robot.
    A Get Talked About™ Production 2010