Communicating on the Web - It's so hot right now


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A look at the different ways we connect and communicate online -- through optimizing content for search engines to engaging in social networks to diving into Online PR and reputation management.

Presented at Tendenci User Conference 2007 in Houston, TX.

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Communicating on the Web - It's so hot right now

  1. 1. Web communications <ul><li>It’s so hot right now. </li></ul>Awesome panelists: Javier Avellan, Marc Nathan and Dan Keeney Moderator: Katie Laird Presented at Tendenci User Conference 2007
  2. 2. To connect and organize the world’s people. Do good.
  3. 3. What we get excited about Search engine triumphs Online connections Smart communication YOUR SUCCESS!
  4. 4. Let’s talk about: <ul><li>Tendenci and search engine magic with Javier Avellan </li></ul><ul><li>Power of social networking with Marc Nathan </li></ul><ul><li>Managing your reputation online with Dan Keeney </li></ul>
  5. 5. We love SEM even when it’s annoyingly good
  6. 6. Tendenci and Search Engine Marketing <ul><li>Tendenci can help your Web site be more </li></ul><ul><li>search engine friendly. </li></ul>Javier Avell á n Schipul - The Web Marketing Company
  7. 7. What we will cover <ul><li>Adding content to your site </li></ul><ul><li>Tendenci’s Automated Optimization </li></ul><ul><li>Using Search Engine Marketing Tools </li></ul>
  8. 8. Add Content to your Web site <ul><li>Articles (best practices, interesting and unique content) </li></ul><ul><li>Press Releases (new client signed, new process) </li></ul><ul><li>Testimonials </li></ul>
  9. 9. Tendenci Automatically Optimizes Your Content
  10. 10. Use the SEM Tools Optimize your content Check your linkbacks
  11. 11. Use the SEM Tools (continued) Customer Focused? Readability Analysis
  12. 12. To Recap <ul><li>Add content to your site </li></ul><ul><li>Allow Tendenci to Optimize it </li></ul><ul><li>Use the SEM Tools </li></ul>
  13. 13. Thank you! Javier Avell á n, Business Development Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA v. (281) 497. 6567 f. (281) 497.1083
  14. 22. Protecting Reputations in the Age of Blogs
  15. 23. “A Cautionary Tale” – Dallas Morning News <ul><li>Blogger took issue with company’s value proposition </li></ul><ul><li>First posted critique in 2004 </li></ul><ul><li>Spent many months researching </li></ul>
  16. 24. “A Cautionary Tale” – Dallas Morning News <ul><li>E-mailed business to seek e-mail interview </li></ul><ul><li>Followed up with 20 questions </li></ul><ul><li>Company did not respond </li></ul><ul><li>Blogger followed up Oct. 21, Nov. 13 and Nov. 29 </li></ul>
  18. 26. “A Cautionary Tale” – Dallas Morning News <ul><li>In mid-December, the blogger began posting what ultimately was a 10-part series </li></ul><ul><li>Blogger proactively posted links to story on relevant forums </li></ul>
  19. 27. “A Cautionary Tale” – Dallas Morning News <ul><li>Because of the unusually exhaustive nature of the investigation, word spread organically </li></ul><ul><li>Picked up by BoingBoing, Slashdot, Digg and other influential sites </li></ul>
  20. 29. BoingBoing, Slashdot and Digg <ul><li>All are Web sites that feature user-submitted links to interesting blog posts </li></ul><ul><li>BoingBoing and Slashdog feature editor evaluated sites with summaries </li></ul><ul><li>Kind of the AP for bloggers and Web surfers </li></ul><ul><li>Play a major role in driving blog content </li></ul>
  21. 30. BoingBoing, Slashdot and Digg <ul><li>If you hope to get attention, proactively submit your link </li></ul><ul><li>If you’re hoping something just fades away or doesn’t get noticed, you don’t want to see any of these pick up the story </li></ul>
  22. 31. “A Cautionary Tale” – Dallas Morning News <ul><li>In the days that followed, hundreds of blogs posted stories about the series </li></ul><ul><li>More than 2,000 Web sites linked to the series </li></ul><ul><li>That’s when we got involved </li></ul>
  23. 32. School of Hard Knocks <ul><li>Before even being engaged, we tripped </li></ul><ul><li>Posted personal opinions to other blogs </li></ul><ul><li>Others questioned independence, fueling speculation of “flogging” </li></ul>
  24. 33. Disclosure is HUGE Issue Online <ul><li>I had no interest when comments were posted </li></ul><ul><li>Later involvement complicated things </li></ul><ul><li>Blogs jumped on it </li></ul>
  25. 34. <ul><li>“DPK Public Relations: Caught With Its Hand in the Chocolate Jar?” </li></ul><ul><li>“Oh this is beautiful; small business PR dilemma at its best.” </li></ul>
  26. 35. Sought Expert Counsel <ul><li>Needed to distance client from questions about our actions </li></ul><ul><li>Opened online discussion about ethics of posting comments </li></ul>
  27. 36. Flying Aqua Badger Wrote… <ul><li>“ The end result is we have a bucket full of negative commentary regarding a company and the only visible defense on each occasion is being spouted by a PR guy with no immediate disclosure. What is Dan supposed to do to tidy up? Go to all those blogs again and post a subsequent comment saying “at the time of posting my original comment I was not representing NOKA but now I am. This is just to present you with the facts.”?” </li></ul>
  28. 37. That’s Exactly What I Did “ As I write this comment I am engaged as a PR person representing NOKA. The original comments were written prior to that and reflected my personal opinion. However, facts are facts and that makes it worthy of an update. So as Kirk Brewer suggested in a post on my site, I am posting this update. Thanks to Kirk and others for their constructive feedback.”
  29. 38. Step One Accomplished <ul><li>We quickly channeled all discussion about our actions to our Web site where we had control </li></ul><ul><li>We succeeded in distancing the client from the discussion </li></ul><ul><li>That distraction was over </li></ul>
  30. 39. Client PR Plan Objectives <ul><li>To protect and enhance the brand’s reputation </li></ul><ul><li>To capitalize on exposure to build positive awareness of brand </li></ul><ul><li>To drive demand for products </li></ul>
  31. 40. Client PR Strategies <ul><li>Embrace the key aspect of blogger’s critique and make it “ours” </li></ul><ul><li>Be more open than ever </li></ul><ul><li>Quickly respond to all opportunities </li></ul><ul><li>Proactively get other positive messages out </li></ul>
  32. 41. Blogs mentioning company BoingBoing Issued Statement
  33. 42. Step Two Accomplished <ul><li>Once our message was out and discussed, the pressure subsided </li></ul><ul><li>We aggressively worked to tell the positive story with a series of news releases </li></ul>
  34. 43. Step Two Accomplished <ul><li>Positive stories were placed: </li></ul><ul><ul><li>Inc. magazine </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>INDULGE </li></ul></ul><ul><ul><li>Dallas Morning News </li></ul></ul><ul><ul><li>Mix 102.9 </li></ul></ul>
  35. 44. So Why Do Blogs Matter? <ul><li>General media watch blogs as early indicators of trends </li></ul><ul><li>The “echo effect” </li></ul><ul><li>Blogs can claim valuable search engine real estate </li></ul><ul><li>Online content can have a long lifespan </li></ul>
  36. 45. Step Three Begins <ul><li>The Dallas Morning News began its own investigation </li></ul><ul><ul><li>Welcomed reporter and videographer for all-access half-day emersion </li></ul></ul><ul><ul><li>Succeeded in turning the story around </li></ul></ul>
  37. 46. Dallas Morning News <ul><li>“ It’s a cautionary tale…” </li></ul><ul><li>“ Some blogging and journalism experts say the controversy demonstrates the impact an online report can have on a company’s reputation…” </li></ul>
  38. 47. DMN Begat the New York Times <ul><li>“If you are still seeking the perfect gift for Valentine’s Day, have you considered NOKA Chocolate?” </li></ul><ul><li>…(the owners) took umbrage at the attack.” </li></ul>
  39. 48. NYT Begat Channel 8 <ul><li>“Pure ingredients and the amount of labor make it expensive.” </li></ul><ul><li>“Even the slightest scratch, crack or dent means the particular piece…won’t get past the inspector…” </li></ul>
  40. 49. Evidence of Step Three Success <ul><li>The best measure of success is short-term and long-term sales </li></ul><ul><li>Short-term, sales have remained strong </li></ul><ul><li>Emphasis on price seems to be attracting luxury buyers </li></ul>
  41. 50. Blogs Deserve Attention <ul><li>Often driven by passionate enthusiasts </li></ul><ul><li>Be considerate and responsive to requests </li></ul><ul><li>Cultivate relationships, but be careful </li></ul><ul><li>Conspiracy theories, rumors and speculation common </li></ul>
  42. 51. Lessons to Apply <ul><li>Set up Google Alert for name of company, product or executive </li></ul><ul><li>Search at least every couple weeks for chatter </li></ul><ul><li>Always disclose any relevant client relationship online </li></ul>
  43. 52. Lesson learned?
  44. 53. Best thing to come?
  45. 54. Tips for Tendenci Users
  46. 55. Thank you! Panelists: Dan Keeney ( [email_address] ) Marc Nathan ( [email_address] ) Javier Avellan ( [email_address] ) Moderator: Katie Laird ( [email_address] ) Presented at the Tendenci User Conference 2007 Find all presentations at: