Extending & Strengthening Brands
Online
Michael Weiss – March 2009

Michael Weiss
Internet Strategy, Marketing and

Development
Founded imagistic in 1997

Clients include

CPK

ACLU

Estee Lauder

First 5 LA

Technicolor

Hollywood.com


Agenda
Web 2.0

Tool Sets

User Generated Content

Social Networking Fatigue

Social Media

Blog Influencers

Conversation Monitoring

Content

Traditional Media = Monologue

Social Media = Dialogue


Web 2.0
Too many definitions

Changes from 1.0 to 2.0

Britannica Online 

Wikipedia
Stickiness  Syndication

Personal Web Sites 

Blogs
Publishing  Participation

Ofoto  Flickr

Email  Twitter


Web 2.0 – Tool Sets
User Generated Content

First – let’s search for it

www.google.com
Let’s quickly discuss Google

and how it works
SEO

How Social Media Helps

Linking

The “Cool Kids” Theory

SEM

When to pay for clicks


Web 2.0 – Tool Sets
User Generated Content

Commenting

IMDB

Ratings

Hollywood.com

Reviews

Rotten Tomatoes

Blogs

WordPress

Social Sites

Facebook

MySpace


Social Networking
Sites

Facebook links your past – 276 million

uniques
Do you really want to broadcast this?

LinkedIn is your present – 37 million

members
Great business tool

Twitter is your future – 1.5 million Tweets a

day
The current killer app

http://www.social-cache.com/2009/02/facebook-linkedin-twitter-past-

present-and-future
Why people choose to visit online social

sites:
Who likes me?

Is everything okay?

How can I become more popular?

What's new?

I'm bored, let's make some noise

Seth Godin, March 24, 2009


Social Media
Social Media Marketing = Word of Mouth =

Awareness
Social media marketing is

harnessing that media to
drive conversation, build
awareness and spark word of
mouth around a brand,
individual or particular
subject matter.

Social Media
Find those consumers

Listen to them

Amplify their voice

Engage them with the

information and content they're
asking for.
Zicam is focusing on the word Cold and following it

on Twitter; then they are hitting people with
coupons

Social Media
Your audience is living in the

new media space
On Social Networks

(Myspace, Facebook, LastFM)
Sharing and Bookmarking sites

(Digg, Stumbleupon)
Opinion and voting sites

UGC and video sites

(YouTube, DailyMotion)
And a variety of communities and

blogs targeting niche interests.

Social Media – The Good
New Band – Chickenfoot

Wikipedia

Facebook

MySpace

Mahalo

The Noise Board

Word Press

Industry Blogs/Sites

UltimateGuitar.com

Van Halen News Desk


Social Media – The Bad
According to a recent study

by the Society for New
Communications
Research, 59% of
consumers use social
media to vent their
frustrations about service
experience, and research
other consumers’
experience with service
before dealing with them.
Example: The Tax Club

Google Results


Social Media – The Ugly
Leann Rimes

Caught on a Security Camera

Her Blog

He states on Twitter “I Love My Wife!”

The Blogosphere

Allie Is Wired – play by play

LaineyGossip – 70k uniques/month

Perez Hilton – 242 M global page

views/month
Just Jared – 51 M global page

views/month

Social Media – Blog Influencers
These people will

become your best
friends
There are blogs for

every topic
Find the top 10 and get to

know them
A mention on an

influential blog can do
wonders for your brand
And it’s basically free

marketing!

Social Media – Conversation Monitoring
Blogs, Boards, Forums

They are talking about

you
Find them

Get into the conversation

Influence it

Control it

This is a daily activity


Content
Your content is a living thing

As you spread the word through

many channels it is critical your
content is well written, concise and
consistent.
When you broadcast your message

on many channels you are in fact
extending and strengthening your
brand.
It is crucial that all of your outlets

support each other and create the
sense of an integrated and
consistent image.

Content – It’s a Conversation
Marketing on the web used

to be pushing content to
your audience, hoping they
would read
it, consider, select, purchase
, use, and recommend.
Now, online marketing is a

conversation between you
and your audiences.
User generated

content, regardless if you
like it or not, is now part of
your content strategy. And
with that, comes the
responsibility to manage it.

Content - Management
Managing content has

become an everyday
activity.
Managing content has

become a responsibility.
There are tools that can

help you do this
Content Management

Systems
Software As a Service

Installed

Open Source

The Good, The Bad, The

Ugly

Conclusion
Social Networking = Bad

Community = Good

Take control of your

content
Accept the fact that

people are talking about
you
So be careful about what

you say and how you say
it.
Any Questions?
