Web, PR & Social Media


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Presentations made by David Moreton (Circle Interactive), Nigel Legg (Katugas), and Laura Tallett (Corixa) at the seminar on 02/07/2009.

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Web, PR & Social Media

  1. 1. Web, PR, and Social Media Marketing Seminar.
  2. 2. Introduction – Jeff Bartlett, Incisive Marketing Website & Internet Marketing – David Moreton, Circle Interactive Social Media for Business – Nigel Legg, Katugas Social Media Services PR & Online Communications – Laura Tallett, Corixa Communications Pulling the Marketing Plan Together – Jeff Bartlett, Incisive Marketing. Questions Lunch
  3. 3. Website Marketing David Moreton July 2009
  4. 4. What do we mean by Website Marketing? Brand Extension Search Engine Marketing Integration with Business Process
  5. 5. Brand Extension • Attention spans are shorter online • Create the right impression online • Good web design is crucial • Structure content for your users • Provide clear paths to information • Provide channels for interaction
  6. 6. Search Engine Marketing • PPC • SEO • Link Building
  7. 7. Pay Per Click • Google AdWords • Pay only for clicks that bring visitors • Monitor the traffic from these • Put values on outcomes from this traffic • Work out your ROI
  8. 8. Search Engine Optimisation • Structure your site well • Key Search Phrases • Make your content relevant and interesting • Keep adding content • Use Google Analytics to inform decisions about your site
  9. 9. Link Building • Inbound links add to your Page Rank • Links from relevant sites are worth more • Never buy links to improve page rank • Use blogs and social media • Provide “linkbait” on your site • Generate good PR It’s hard work.
  10. 10. Business Process
  11. 11. How to build a good website • Use a CMS (e.g. Drupal) • Keep your content fresh • Track what your users do • Change things that don’t work • Treat it as a work in progress
  12. 12. Summary • Make it look good • Make sure people can find it • Engage with the medium
  13. 13. Some Useful Tools/Links • CMS - Drupal, WordPress • Search - Analytics, Webmaster Tools, Keyword Tool • PPC - Perry Marshall, Google Adwords • SEO - Search Engine Watch, Matt Cutts • Internet Advertising Bureau
  14. 14. Social Media for Marketing: What is it and what can I do with it?
  15. 15. • Social Media: online media, providing the facility for communication. • Individual or Group voice • Expression is not restricted to professionals.
  16. 16. Examples • Blogs: Wordpress, Blogger, Typepad, etc. • Forums • Facebook: currently 200 million users; ning social networks. • Twitter: 6 million (?) regular users. • Flickr: photographs. • YouTube, Vimeo: Video.
  17. 17. Businesses on twitter • Dell • Habitat (!) • 20th Century Flicks • The Bombay Spice • Bath Bus Station • Guide2Bristol
  18. 18. Other platforms • MySpace • Comments on Mainstream media • Qik.com • Microsoft Vine / Google Wave • Aardvark • Yahoo Answers
  19. 19. DISRUPTIVE • Changing the way we work (the way we live??) • Changing the way business is done. • Affects all parts of business. • Need to take engage.
  20. 20. What are people saying about you? • Comment where the comments are. • Use tools/services to find the comments / mentions – Twitter search; Google Alerts; Technorati search; SM2; KatugaSM2; Radian6. • Go there – join the conversation. • Customer service, awareness.
  21. 21. Using Social Media • Must have linked strategy. • Consistent message. • Use as many routes to linking with potential customers as possible. • Routes to market – reputation cheaper than advertising.
  22. 22. Katugas Social Media nigel.legg@katugas-research-services.co.uk nigel.legg@katugasm2.co.uk http://friendfeed.com/nigellegg http://twitter.com/nigellegg 07973 153047
  23. 23. Laura Tallett Corixa Communications
  24. 24. Traditional media landscape changing • Traditional channels – print, broadcast, online • Press releases, features, articles, case studies • The newsroom – pitching stories • These all still apply…but the skills used to implement these tactical activities need to be used via new channels…. • We have moved into an era where the two way conversation is vital • The internet has provided a platform for instantaneous exchange and news
  25. 25. What is digital PR • Another media platform and channel • Same old game, on a different playing field – we need to apply our communications expertise online using social media marketing • A two way street • Small targeted audiences which deliver high returns
  26. 26. It’s growing fast
  27. 27. Why do digital? • Everyone is doing it – the President, the FT, private sector advisory companies, the Government • 32m people in the UK (65% of adult population) are online • 76% use the internet everyday…. • 19% of all advertising is now online • £46.6bn was spent online in 2007 • 700,000 SMEs are using Twitter to save on marketing and recruitment costs • 79% of small businesses shop online regularly • It’s growing so fast and there are many channels……
  28. 28. Media and marketing trends • 97% journalists source story information online • 63% source all their press releases online Marketing managers – 2009 s ocial me dia marke ting re port • 23% have been doing digital for a few years • 44% have been implementing digital for a few months • 28% are just getting started and implementing campaigns • 4% no experience • 4% no experience but plan to • 1% no experience and no plans to
  29. 29. Where does it fit? Digital – 1.1 conversation Brand experience – quality, engaged Editorial – OTS, value Direct, targeted approach - DM Traditional advertising – volume and transparency
  30. 30. Why is it important for businesses • Two way conversation with your audience • Business audiences increasingly using online forums and business networks • Start ups/ consumers networking via online social networks • Harder to infiltrate regional media • A new vehicle for research and business insight • Natural search engine optimisation tool • Targeted audience campaign v mass marketing
  31. 31. The Corixa Digital offering Directories Corporate website Blogs (multimedia Social Book Marking ) Social Networks Podcasts / Vodcasts Prosumer sites User Generated Directories Content sites
  32. 32. Who is online? D ig it a l n a t iv e • Has grown up in the digital age • Don’t read newspapers & rarely read magazines • Respond to audio & visual stimulation • 24/7 generation – want to be mobile • Share information, opinions and recommendations rather than depend on media • Selfish in consumption, spoilt by choice D ig it a l im m ig r a n t • Grew up before the digital age, but uses digital in their everyday life (anyone over the age of 28!) • Operate in the digital world in distinctly pre- digital ways, eg. tend to print documents rather than comment on screen • Have adapted to technology but still have one foot in the pre-digital world • Can’t media multi-task like natives can
  33. 33. The terminology…..what does it mean in PR? • B lo g – a weblog maintained by individual / business/ organisation to encourage interaction and discussion between people • P o d c a s t / v o d c a s t – downloadable multimedia files – itunes, You tube • W e b c a s t s – live interview, statement • S o c ia l m e d i a – blogging, social networking, virtual worlds, user generated sites
  34. 34. Planning and getting started • Analyse and set realistic and informed objectives • Segment the target audience(s) • Be realistic – numbers are not as high as print/ broadcast, but highly targeted • Remember one size does not fit all – think about your audiences • Build a theme, create a message platform • Allocate sufficient resources • Deploy tactics • Give it time – it is time intensive and may take some time to deliver results • You need to continually feed your online tools • Evaluate results
  35. 35. Strategy Output/ tactic Outtake / result Outcome Dig ital Tactics Re s ult of Audie nce action • Blog tactics • Visit your website • Profile • Make • Podcast recommendation • Buzz / chatter • Website • Download info • Stickiness • Social Network • Build loyalty • Interaction • Take offline action • UGC • Book marked
  36. 36. Seeding, Heeding & Feeding • W e b s it e s : tagging, social bookmarking • B lo g s : listings on blog directories (Blogcatalog / Bloghub etc), make your blog searchable by regularly updating it, create a blog role, engage with other bloggers • S o c ia l n e t w o r k s : keep feeding content and having conversations • P o d / v o d c a s t s : list on directories, get vod and podcasts everywhere you can – on to iTunes, YouTube, Daily Motion etc This all takes time but is worth it
  37. 37. The Golden rules • Influence and not control • Engage and be part of the conversation • Be who you are – no pretence • A two way street • Commit to work and deliver • Be prepared to let go • Know when to shut down
  38. 38. Comms approach • P r o a c t iv e – Delivering news to your audience / customers/ influencers – RSS distribution and Search engine optimisation – Proactive tactics – blogging, webcast. Chat rooms, twitter • D e f e n s iv e / r e a c t iv e – Monitoring campaign – Internet allows the power of word of mouth to damage/ challenge a brand’s reputation – Defensive tactics – monitoring newsrooms and blogs, virtual press office
  39. 39. The blog development tool
  40. 40. Example – small biz blog
  41. 41. Step two – the full network
  42. 42. Evaluation – measuring success This is all very well – but how do we measure success? • Blog traffic (Technorati, Ice Rocket, Blogpulse, Webfetch) • Hits to website / registrations • Search engine positioning • Word of mouth • Savings on customer insights/ research