Bringing Your
Business Presence
Across, Online
Part Four - A.K.A. The Whole Shebang

Jump on the (Clue)
Train (Manifesto)
A few quotes of note from the Cluetrain
manifesto
#6: The Internet is enabling conversations
among human beings that were simply not
possible in the era of mass media.
#34: To speak with a human voice,
companies must share the concerns of
their communities.
#62: Markets do not want to talk to flacks
and hucksters. They want to participate in
the conversation going on behind the
corporate firewall.

Which leads us to
presence.
http://www.flickr.com/photos/dnunez_za/2653697401/sizes/o/

So what is this
presence thing?
Presence amounts to the quality and type of
interactions your business has with a
prospective or existing client or customer.
To enrich your presence, more “senses” have
to be accounted for and an overall sense of
humanity must prevail.
Multimedia aspects of your online presence
can easily augment your site or blog.

Presence as a
Two-Way Street
A social interaction involves both an input
and an output from both the business and
the users.
Social networking allows this interaction
to be seamless, easy and intuitive.
The business becomes more humanized
through this online medium.

What is a Social Network
Service?
A social network service
focuses on building online
communities of people who
share interests and/or
activities, or who are
interested in exploring the
interests and activities of
others. Most social network
services are web based and
provide a variety of ways for
users to interact, such as e-
mail and instant messaging
services.
---Wikipedia

Creating a Facebook
Business Page
Link is available on the login screen at the
bottom.
By allowing Facebook users to become
“fans” of your page they act to make your
business more “present” and reputable.
Fans can write on your business’ wall,
upload pictures, and add content to
discussions listed on your page, depending
on the permissions set.

Leveraging the
Facebook Platform
Several applications developed
specifically for Facebook provide
additional “presence” elements such as
blogging applications that allow your RSS
feed to be posted to your page.
Flash applications and games can also be
embedded in your page.
Changes in any application will appear in
your fans’ newsfeed. If they then
comment, like or use the application, this
will show up in their friends’ newsfeeds.

Word-of-Mouth
Check
out this page.
She makes
Each interaction your business starts
creates a “social story” that can continue
to be shared as your fans and their
friends comment, “like”, or otherwise
interact with your information.

Making It Work
In order to make the most of your Facebook
page:
post engaging content often
leverage the wall posts, links, and photo
elements
add plugins and applications to draw
traffic
answer questions and respond to wall

Promoting Your Page
Facebook is not an island.
You can embed your Facebook link into your
other websites and into your blog by
selecting the “Add Fan Box to your site”
button located beneath your business’ logo.
Keep the “social story” going.

Part Two: Blogging

Why Blog?
Being in the business of anything means having
expertise on that subject.
One way to demonstrate this is to relay your
knowledge via a blog.
A blog creates a connection between you and
those interested in the same subject matter,
allowing them a convenient way to access your
knowledge and to respond with commentary.

The Three Keys
Social Richness:
engagement
Transportation: does
the blog “bring”
information
Immersion:
involvement through
the medium

Things to keep in mind
when you are posting
Getting traffic to
your site involves:
using descriptive titles
search engine optimization
promoting your blog off-
site, eg. listing your blog

Promoting Your Blog
Remember to use all the
resources at your disposal
including Linkedin, Facebook,
Twitter, and Digg.
Forums more suited to
industry include:
Boxesandarrows.com, A List
Apart, and Undrin.com
image from Joe Pemberton at http://
www.flickr.com/photos/joepemberton/
3305147093/

Widgets, etc.
The RSS feed created
by your blog can be
read and displayed in
numerous ways.
Ex. Linkedin has Blog
Link, powered by
Typepad. Feedburner
also allows for
greater layout
versatility.

Part Three: Making Your
Blog more Present

A Few Assumptions
For Part Three
You have a blog with a definite voice and
subject matter.
You want to make your blog more
interactive and more dynamic.
You secretly adore information
architecture. You, perhaps, just don’t
know it yet.
PLEASE NOTE THAT THIS PRESENTATION IS USING
ONLY WORDPRESS POWERED SITES FOR EXAMPLES.

Your Place in the
World
Blogs and blog-based websites fall into each
category. Graphic from beastcamp yahoo group.

First things first:
Content Inventory
The CSS and HTML used to create a web
page from a blog uses category tags to
know where to place the content.
Develop a specific taxonomy to ensure that
each piece of content is displayed in the
correct section or page.
Knowing beforehand which content belongs
to certain areas will help you to
streamline the design side of the
development.
Use descriptive categories, like events, etc.

Step Two: Competitive
Analysis
Browse Around.
What Look and
Feel do you Like?
ex. The
Compl33t.com
site running on
wordpress

After the Competitive
Heuristic Analysis
You can:
see what theme best suites your
message and design aesthetic -
modern, grunge, magazine, portfolio,
etc.
see the stylistic considerations to be
taken into account for the design.
see if you are going to have to pay
for a theme that you really like and

Wireframe Templates
Your template or
theme will have
certain restrictions
for wireframes, this
would represent the
number of columns
allowed.
Right: Basic Two
Column Layout with
Header and Footer

Wireframe Templates
Main pages and sub
pages can use
differences in
column number to
indicate that you are
on a different level
of the site hierarchy.
Right: Basic Three
Column Layout with
Header and Footer

Completing the Cycle
You can embed a
Sample Code:
Fan embed:
<script src="http://
Facebook link into your static.ak.connect.facebook.com/js/api_lib/
v0.4/FeatureLoader.js.php" type="text/
webpage that allows javascript"></script><script type="text/
javascript">FB.init("dc9f0f57757202e4f8a9b3
someone to become a ef7815beb6");</script><fb:fan
profile_id="98460450687" stream="1"
Fan of your business. connections="10" width="300"></
fb:fan><div style="font-size:8px; padding-
left:10px"><a href="http://
www.facebook.com/pages/Oakland-CA/
Rosakranse-Web-Design/
You can also add a live 98460450687">Rosakranse Web Design</a>
on Facebook</div>
stream to your site.
Live stream:
<script src="http://
static.ak.connect.facebook.com/js/api_lib/
This allows greater v0.4/FeatureLoader.js.php" type="text/
javascript"></script><script type="text/
flexibility beyond the javascript">FB.init("dc9f0f57757202e4f8a9b3
ef7815beb6");</script><fb:live-stream
Facebook site. event_app_id="128547481717"
xid="YOUR_EVENT_XID" width="300"
height="500"></fb:live-stream>

Congratulations!
You have a Facebook
business page.
You have a tricked-out
blog and you use rss
feeds to cross post
your latest news and
information around the
internet.
Congrats!

Friendly Reminders:
Check your analytics to
adjust your marketing
approach. Seeing where
your site is linked from
will help you reengage
those connections.
Assign someone at your
company to be
responsible for
regularly updating
your blog.
Keep your tone human
and open.
Created by Christine Rosakranse for RPI - COMM