Social Media and Web 2.0 Fundamentals Webinar


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This Webinar is entitled “How to Keep From Falling Off the Face of the Internet” This introductory Webinar is intended to give a brief overview of the Social Web, and to demonstrate a realistic strategy that can be used to build an optimized foundation within it.

Main topics presented by Deltina Hay include:

* A brief introduction to the Social Web
* Creating a realistic strategy
* Preparing your content for the Social Web
* Implementing and optimizing the tools in your strategy
* Integrating your chosen tools
* Evaluating what is working

Real-world case studies presented by Cynthia Baker from the following industries:

* Retail
* Nonprofit
* Marketing
* Event promotion

Published in: Business, Technology
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Social Media and Web 2.0 Fundamentals Webinar

  1. 1. Accolades Public Relations Social Media Power
  2. 2. Sharable Slide Version <ul><li>This presentation is the sharable version of the regular Webinar offered in the series
  3. 3. Some of the case studies have been removed for copyright purposes – permissions have been acquired for those that are featured
  4. 4. Please visit to sign for more of our Webinars
  5. 5. Neither the presenters nor their respective businesses directly endorse any tools discussed in this presentation. There are many social media tools out there, the tools featured here are only a select few that the presenters have had experience using with success. </li></ul>
  6. 6. How to keep from falling off the face of the Internet... Copyright 2009, Deltina Hay
  7. 7. 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
  8. 8. Why the Social Web? <ul><li>No secret that it is the future of the Internet
  9. 9. Levels the playing field for small and large business
  10. 10. A static Website will no longer cut the mustard
  11. 11. Need an entire (Social) Web presence to succeed
  12. 12. SEO is not enough, need to increase your reach </li></ul>
  13. 13. The Social Web <ul><li>Is more than just blogging and social networking </li><ul><li>Media communities like Flickr & YouTube
  14. 14. Social bookmarking and crowd-sourced news sites like delicious & Digg
  15. 15. Viral widgets and social applications
  16. 16. Social media newsrooms
  17. 17. Document sharing sites like SlideShare and Scribd
  18. 18. Social pages like Squidoo and Hubpages </li></ul><li>T ools are built using similar technologies so they are easily integrated
  19. 19. And the best part is that they are free! </li></ul>
  20. 20. Building a Solid Foundation in the Social Web <ul><li>Create a strategy
  21. 21. Prepare your content
  22. 22. Implement and optimize your tools
  23. 23. Integrate your tools
  24. 24. Evaluate what is working </li></ul>
  25. 25. A Realistic Beginning Strategy <ul><li>Blog
  26. 26. Facebook presence
  27. 27. LinkedIn profile
  28. 28. Twitter account
  29. 29. Flickr account
  30. 30. YouTube account </li></ul>
  31. 31. Preparing Your Content <ul>Key Terms! Key Terms! Key Terms! <li>Use Google Keyword Tool to Research good key terms (AKA keywords/tags)
  32. 32. Use them in: </li><ul><li>Blogs: </li><ul><li>In post body, within titles, as categories and tags </li></ul><li>Social networking: </li><ul><li>In profiles, postings, and status upgrades </li></ul><li>Images and Video Clips: </li><ul><li>In file names, descriptions, and tags </li></ul></ul></ul>
  33. 33. Implementing and Optimizing Tools: Blogs <ul><li>What is a Blog? </li><ul><li>Chronological and categorized list of entries
  34. 34. A blog is an RSS feed </li></ul><li>What is an RSS feed? </li><ul><li>RSS=Really Simple Syndication
  35. 35. A “simple” way to subscribe to information
  36. 36. New entries are “fed” to subscribers automatically
  37. 37. Think of it as a steady stream or flow of information... </li></ul></ul>
  38. 38. Implementing and Optimizing Tools: Blogs <ul><li>Options for starting a blog: </li><ul><li>Host it yourself (
  39. 39. Free or nearly free options: </li><ul><li>
  40. 40.
  41. 41. </li></ul></ul></ul>
  42. 42. Implementing and Optimizing Tools: Blogs <ul><li>Optimizing your blog: </li><ul><li>Remember your key terms
  43. 43. Add your blog to
  44. 44. Use a good search engine optimization plugin
  45. 45. Add to many blog directories like Technorati
  46. 46. Make it easy for others to subscribe and share... </li></ul></ul>
  47. 47. Blog Subscription Options (email or feed readers)
  48. 48. Subscribing to a Blog via Email (what the subscriber sees)
  49. 49. Subscribing to a Blog via Feed Readers (same post in a feed reader)
  50. 50. Implementing and Optimizing Tools: Social Networking (Facebook, LinkedIn) <ul><li>Represent yourself authentically
  51. 51. Follow submission guidelines
  52. 52. Join or start groups
  53. 53. Use key terms in your profiles
  54. 54. Use applications to enhance your presence
  55. 55. Know the difference between a Facebook Profile and a Facebook Page... </li></ul>
  56. 56. A Facebook Page is for Your Business (
  57. 57. A Facebook Profile is for You
  58. 58. An Optimized Profile (LinkedIn)
  59. 59. An Optimized Profile (LinkedIn - further down the page)
  60. 60. An Optimized Profile (LinkedIn - further still down the page) Fill in all sections, include key terms, join groups, highlight businesses and experience...
  61. 61. Implementing and Optimizing Tools: Micro-Blogging (Twitter) <ul><li>As a blogging tool: used for posting short posts or updates
  62. 62. As a social network: used to interact in real-time
  63. 63. Businesses and individuals gain “followers” </li></ul>
  64. 64. Implementing and Optimizing Tools: Micro-Blogging (Twitter) <ul><li>Keep a consistent message
  65. 65. Use key terms in posts to aid in search
  66. 66. Utilize directories like
  67. 67. Utilize tools like TweetDeck and HootSuite
  68. 68. Tastefully personalize your page using a tool like
  69. 69. Use attribution when posting other's information </li></ul>
  70. 70. Twitter Profile
  71. 71. Twitter Post Optimized for “longevity”
  72. 72. Implementing and Optimizing Tools: Media Communities (Flickr and YouTube) <ul><li>Share images on Flickr & Video on YouTube
  73. 73. Use key terms in: </li><ul><li>Files names
  74. 74. Descriptions
  75. 75. Tags
  76. 76. Meta information
  77. 77. Landing pages </li></ul><li>Create playlists on YouTube even if you don't have video of your own </li></ul>
  78. 78. Dalton Publishing's Flickr Account (long file names and descriptions that include key terms)
  79. 79. Dalton Publishing's YouTube Playlists (collection of video clips, not necessarily theirs)
  80. 80. Integrating Your Social Web Presence <ul><li>Social Web is an integrated system
  81. 81. Make your tools work together using: </li><ul><li>RSS feeds
  82. 82. Widgets & Badges
  83. 83. Applications & Plugins </li></ul></ul>
  84. 84. Integrating with RSS Feeds (example of feeding other social sites into Facebook)
  85. 85. Integrated Facebook Profile (shows blogs and Flickr images that are fed in)
  86. 86. Integrating with Widgets & Badges (shows a Flickr badge, YouTube embedded gallery widgets, events widget, and FriendFeed widget)
  87. 87. Integrating with Applications (Facebook page with Flickr, RSS feed/blog, YouTube, and Bookshare applications)
  88. 88. What we have done so far... <ul><li>Created our strategy
  89. 89. Prepared our content
  90. 90. Implemented and optimized our tools
  91. 91. Integrated our tools </li></ul>
  92. 92. Evaluate What is Working <ul><li>Phase out tools that are not working
  93. 93. Integrate & optimize new tools carefully
  94. 94. Keep abreast of new features in existing tools
  95. 95. Be your own best judge of what is working and what is not... </li></ul>
  96. 96. Case Studies
  97. 97. Interactive Austin 2009 Objective <ul><ul><li>Increase IA09 conference visibility and attendance </li></ul></ul>Strategy <ul><ul><li>Use traditional online marketing and social media tools, including Twitter, LinkedIn and Facebook </li></ul></ul>Result <ul><ul><li>Gained visibility by over 2.4 million Twitter followers </li></ul></ul><ul><ul><li>Increased event attendance by 100 new attendees </li></ul></ul>
  98. 98. Dell Factory Outlet loves Twitter Objective <ul><ul><li>Boost sales of Factory Outlet specials using Twitter as a channel </li></ul></ul>Strategy <ul><ul><li>Use Twitter to tweet unique coupon codes </li></ul></ul>Result <ul><ul><li>Dell sold $500,000 of DFO products directly attributable to the Twitter feed
  99. 99. @DellOutlet has over 547,000 followers </li></ul></ul>
  100. 100. Mercury Mambo Business Development Objective <ul><ul><li>Hispanic marketing firm wants to demonstrate expertise in Hispanic markets </li></ul></ul>Strategy <ul><ul><li>Accolades PR assisted with technical set-up, content and strategies of their company blog </li></ul></ul>Result <ul><ul><li>Firm’s blog gained top 5 Hispanic marketing blog status
  101. 101. Blog helped establish agency’s credibility; gained speaking opportunities to provide Hispanic marketing training to PR firms. </li></ul></ul>
  102. 102. Flamingo-A-Go-Go for Planet Cancer Objective <ul><ul><li>Increase community support, attendance at the annual fundraiser </li></ul></ul>Strategy <ul><ul><li>Use a combined social media & PR campaign, which could be duplicated in other cities </li></ul></ul>Result <ul><ul><li>In two months, the charity’s Facebook community grew from 0 to 712 members; 80,000 Twitter followers
  103. 103. Reached fundraising goals and maintained donations while most non-profits experienced 40% decrease in donations </li></ul></ul>
  104. 104. Thank you for participating! <ul><li>Buy the book at these trusted sources or wherever books are sold: </li><ul><li>Amazon
  105. 105. Barnes & Noble
  106. 106. IndieBound </li></ul><li>Cynthia Baker </li><ul><li>@cynthiabaker
  107. 107. &
  108. 108. [email_address] </li></ul><li>Deltina Hay </li><ul><li>@socialmediapwr & @deltina
  109. 109. &
  110. 110. [email_address] </li></ul></ul>
  111. 111. Upcoming Webinars... <ul><li>We limit the number of Webinar attendees so we can answer as many questions as possible, so they fill up fast...
  112. 112. Some of our upcoming Webinars include: </li><ul><li>Introduction to social media tools and technologies
  113. 113. Building an optimized presence in the Social Web
  114. 114. Integrating your Social Web presence </li></ul><li>Register at </li></ul>Thank you for your interest! We hope you gained knowledge you can use right away...