Deltina Hay Social Media for AEN


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Deltina Hay, author of A Survival Guide to Social Media and Web 2.0 Optimization presents for Austin Entrepreneurial Network, with case studies by Accolades Public Relations CEO, Cynthia Baker.

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Deltina Hay Social Media for AEN

  1. 1. How to keep from falling off the face of the Internet... Copyright 2009, Deltina Hay
  2. 2. With Deltina Hay of Dalton Publishing, Social Media Power, and Author of A Survival Guide to Social Media and Web 2.0 Optimization Featuring case studies from host Cynthia Baker of Accolades Public Relations
  3. 3. Why the Social Web? No secret that it is the future of the Internet Levels the playing field for small and large business Internet users have new expectations A static Website will no longer cut the mustard Need an entire (Social) Web presence to succeed SEO is not enough, need to increase your reach...
  4. 4. The Social Web Is more than just blogging and social networking Media communities (Flickr/YouTube) Social Bookmarking & Crowd Sourced News sites (delicious and digg) Viral widgets and social applications Social media newsrooms Document sharing (Scribd) Social pages (Squidoo, Hubpages) All built using similar technologies, so they are easily integrated And all are free!
  5. 5. Building a Solid Foundation in the Social Web Create a strategy Prepare your content Implement and optimize your tools Integrate your tools Evaluate what is working
  6. 6. A Realistic Beginning Strategy Blog Facebook presence LinkedIn profile Twitter account Flickr account YouTube account
  7. 7. Preparing Your Content Key Terms! Key Terms! Key Terms! Use Google Keyword Tool to research good key terms (AKA keywords/tags) Use them in: Blogs: In post body, within titles, as categories and tags Social networking: In profiles, postings, and status upgrades Images and Video Clips: In file names, descriptions, and tags
  8. 8. Questions... ?
  9. 9. Implementing and Optimizing Tools: Blogs What is a Blog? Chronological and categorized list of entries A blog is an RSS feed What is an RSS feed? RSS=Really Simple Syndication A “simple” way to subscribe to information New entries are “fed” to subscribers automatically Think of it as a steady stream or flow of information...
  10. 10. Implementing and Optimizing Tools: Blogs Options for starting a blog: Host it yourself ( Free or nearly free options:
  11. 11. Implementing and Optimizing Tools: Blogs Optimizing your blog: Remember your key terms Add your blog to Use a good search engine optimization plugin Add to many blog directories like Technorati Make it easy for others to subscribe and share...
  12. 12. Blog Subscription Options
  13. 13. Subscribing to a Blog via Email
  14. 14. Subscribing to a Blog via Feed Readers
  15. 15. Mercury Mambo Business Development Objective – Hispanic marketing firm wants to demonstrate expertise in Hispanic markets Strategy – Accolades PR assisted with technical set-up, content and strategies of their company blog Result – Firm’s blog gained top 5 Hispanic marketing blog status – Blog helped establish agency’s credibility; gained speaking opportunities to provide Hispanic marketing training to PR firms.
  16. 16. Questions... ?
  17. 17. Implementing and Optimizing Tools: Social Networking (Facebook, LinkedIn) Represent yourself authentically Follow submission guidelines Join or start groups Use key terms in your profiles Use applications to enhance your presence Know the difference between a Facebook Profile and a Facebook Page...
  18. 18. A Facebook Page is for Your Business
  19. 19. A Facebook Profile is for You
  20. 20. An Optimized Profile (LinkedIn)
  21. 21. An Optimized Profile (LinkedIn)
  22. 22. An Optimized Profile (LinkedIn)
  23. 23. Interactive Austin 2009 Objective – Increase IA09 conference visibility and attendance Strategy – Use traditional online marketing and social media tools, including Twitter, LinkedIn and Facebook Result – Gained visibility by over 2.4 million Twitter followers – Increased event attendance by 100 new attendees
  24. 24. Questions... ?
  25. 25. Implementing and Optimizing Tools: Micro-Blogging (Twitter) As a blogging tool: used for posting short posts or updates As a social network: used to interact in real-time Businesses and individuals gain “followers”
  26. 26. Implementing and Optimizing Tools: Micro-Blogging (Twitter) Keep a consistent message Use key terms in posts to aid in search Utilize directories like Utilize tools like TweetDeck and HootSuite “Tastefully” personalize your Twitter page – is a good tool Use attribution when posting other people's info
  27. 27. Twitter Profile
  28. 28. Twitter Post Optimized for “longevity”
  29. 29. Dell Factory Outlet loves Twitter Objective – Boost sales of Factory Outlet specials using Twitter as a channel Strategy – Use Twitter to tweet unique coupon codes Result – Dell sold $500,000 of DFO products directly attributable to the Twitter feed – @DellOutlet has over 547,000 followers
  30. 30. Questions... ?
  31. 31. Implementing and Optimizing Tools: Media Communities (Flickr and YouTube) Share images on Flickr & Video on YouTube Use key terms in: Files names Descriptions Tags Meta information Landing pages Create playlists on YouTube even if you don't have video of your own
  32. 32. Dalton Publishing's Flickr Account
  33. 33. Dalton Publishing's YouTube Playlists
  34. 34. Questions... ?
  35. 35. Integrating Your Social Web Presence Social Web is an integrated system Make your tools work together using: RSS feeds Widgets & Badges Applications & Plugins
  36. 36. Integrating with RSS Feeds
  37. 37. Integrated Facebook Profile
  38. 38. Integrating with Widgets & Badges
  39. 39. Integrating with Applications
  40. 40. Questions... ?
  41. 41. What we have done so far... Created our strategy Prepared our content Implemented and optimized our tools Integrated our tools
  42. 42. Final Step: Evaluate What is Working Phase out tools that are not working Integrate & optimize new tools carefully Keep abreast of new features in existing tools Only you know what is working best for your business...
  43. 43. Flamingo-A-Go-Go for Planet Cancer Objective – Increase community support, attendance at the annual fundraiser Strategy – Use a combined social media & PR campaign, which could be duplicated in other cities Result – In two months, the charity’s Facebook community grew from 0 to 712 members; 80,000 Twitter followers – Reached fundraising goals and maintained donations while most non-profits experienced 40% decrease in donations
  44. 44. Questions... ?
  45. 45. Thank you for participating! Upcoming Webinars and workshops: Visit for info... Cynthia Baker @cynthiabaker & Deltina Hay @socialmediapwr & @deltina &