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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.

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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  • 1. Web, PR, and Social Media Marketing Seminar.
  • 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. Website Marketing David Moreton July 2009
  • 4. What do we mean by Website Marketing? Brand Extension Search Engine Marketing Integration with Business Process
  • 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. Search Engine Marketing • PPC • SEO • Link Building
  • 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. 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. 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. Business Process
  • 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. Summary • Make it look good • Make sure people can find it • Engage with the medium
  • 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. Social Media for Marketing: What is it and what can I do with it?
  • 15. • Social Media: online media, providing the facility for communication. • Individual or Group voice • Expression is not restricted to professionals.
  • 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. Businesses on twitter • Dell • Habitat (!) • 20th Century Flicks • The Bombay Spice • Bath Bus Station • Guide2Bristol
  • 18. Other platforms • MySpace • Comments on Mainstream media • • Microsoft Vine / Google Wave • Aardvark • Yahoo Answers
  • 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. 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. 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. Katugas Social Media 07973 153047
  • 23. Laura Tallett Corixa Communications
  • 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. 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. It’s growing fast
  • 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. 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. 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. 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. The Corixa Digital offering Directories Corporate website Blogs (multimedia Social Book Marking ) Social Networks Podcasts / Vodcasts Prosumer sites User Generated Directories Content sites
  • 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. 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. 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. 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. 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. 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. 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. The blog development tool
  • 40. Example – small biz blog
  • 41. Step two – the full network
  • 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