Web, PR, and Social Media
Marketing Seminar.

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

Website Marketing
David Moreton
July 2009

What do we mean by Website
Marketing?
Brand Extension
Search Engine Marketing
Integration with Business Process

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

Search Engine Marketing
• PPC
• SEO
• Link Building

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

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

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.

Business Process

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

Summary
• Make it look good
• Make sure people can find it
• Engage with the medium

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

Social Media for Marketing:
What is it and what can I do with it?

• Social Media: online media, providing the
facility for communication.
• Individual or Group voice
• Expression is not restricted to professionals.

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.

Businesses on twitter
• Dell
• Habitat (!)
• 20th Century Flicks
• The Bombay Spice
• Bath Bus Station
• Guide2Bristol

Other platforms
• MySpace
• Comments on Mainstream media
• Qik.com
• Microsoft Vine / Google Wave
• Aardvark
• Yahoo Answers

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.

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.

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.

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

Laura Tallett
Corixa Communications

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

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

It’s growing fast

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……

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

Where does it fit?
Digital – 1.1
conversation
Brand experience
– quality, engaged
Editorial – OTS,
value
Direct, targeted
approach - DM
Traditional advertising –
volume and transparency

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

The Corixa Digital offering
Directories
Corporate
website Blogs
(multimedia Social Book Marking
)
Social
Networks
Podcasts / Vodcasts
Prosumer
sites User Generated
Directories Content sites

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

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

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

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

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

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

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

The blog development tool

Example – small biz blog

Step two – the full network

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