From Pancakes to Peanut Brittle




Katie Laird                                                 Maggie McDonald
klaird@sch...
(like cooking)
^
Marcel Boulestin
✓ 5 delicious Online
  Recipes
✓ Stories to inspire
  your kitchen
✓ A doggie bag full of
  good ideas
✓ LISTEN!
✓ Established voice and response platform
✓ The magic words (‘I’m sorry’ or ‘Thank you’)
✓ Discover unexpected o...
www.technorati.com
                                       Email updates for your company
                                 ...
www.viralheat.com
                                Compile networks and
                                 related key phrase...
www.flickr.com/groups/bumbofun/




www.youtube.com/watch?v=7DkWjqilINQ
✓ Strong relationships
✓ Trust
✓ Established online presence
✓ A library card (or Amazon account)
www.polleverywhere.com
                                          www.intensedebate.com




www.chipin.com




            ...
http://twitter.threadless.com
                                                                    Vote on Tweets about Thr...
✓ A company that cares
✓ Pro-active responders
✓ Creative playfulness
✓ Hero making missions
????????????                  ????????????

               ????????????
www.threadbanger.com/post/12723

                                      www.twitter.com/houstonzoo




www.squarespace.com/...
23 employees
13,982 followers



19 personal sites
4,782 page views



25 on Facebook
   650 visits
✓ Offline mojo
✓ The new life cycle
✓ Fun interactive stuff
✓ A solid home base
www.facebook.com
          Tried and true connective network,
                 great for events too!
                     ...
www.flickr.com                                                    www.eye.fi
Tried and true connective network,             ...
www.facebook.com
                                      Don’t forget to follow up!




                                    ...
www.flickr.com/photos/37183619@N00/1574355240/
✓ NUTS (of all kinds)
✓ Sweet tooth for the good stuff
✓ Open (strategic) mind for all the rest
✓ Raving Fans:

 ✓ Clients

 ✓ Extended ‘Family’

 ✓ Employees
✓ Non-Believers:

 ✓ Competitors

 ✓ Jerks

 ✓ Former clien...
1. Message               4. Plot


  So my point is...




2. Conflict            3. Characters
www.intensedebate.com
                                     Forum-like comment threads and user
                           ...
www.twitalyzer.com
http://search.twitter.com              What are your RT-ers influence and
 Old school Twitter search    ...
Find your Happy Place.
✓ Persona development
✓ Set up your tools
✓ Response strategy
✓ Identify your Heroes
  + Raving Fans
✓ 2 ways you can play...
✓ Online marketing is an
  experimental blend
✓ Connect the offline
  and online world
✓ Stir in the good with
  the bad, i...
Harriet Van Home
Katie Laird + Maggie McDonald
Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com
(281) 497.6567

Kati...
• Slide 1:
     • Heart Book: www.flickr.com/photos/mizzel/3661566009/
     • Four Bowls: www.flickr.com/photos/10229241@N04...
• Slide 10:
     • Lit Mac: www.flickr.com/photos/86451170@N00/468460396/
     • Pen and Paper: www.flickr.com/photos/973517...
• Slide 27:
     • Black Bean Chili: http://www.flickr.com/photos/43905767@N00/3261743489/
     • Chili with Hot Sauce: htt...
Online Recipes for Success: Tasty ways to use strategy and online tools to grow your brand online
Online Recipes for Success: Tasty ways to use strategy and online tools to grow your brand online
Online Recipes for Success: Tasty ways to use strategy and online tools to grow your brand online
Online Recipes for Success: Tasty ways to use strategy and online tools to grow your brand online
Online Recipes for Success: Tasty ways to use strategy and online tools to grow your brand online
Online Recipes for Success: Tasty ways to use strategy and online tools to grow your brand online
Online Recipes for Success: Tasty ways to use strategy and online tools to grow your brand online
Online Recipes for Success: Tasty ways to use strategy and online tools to grow your brand online
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Online Recipes for Success: Tasty ways to use strategy and online tools to grow your brand online

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Like cooking, marketing your brand online is an act of love without any strict guidelines. Web marketers must improvise, use the ingredients they have on hand and focus on who they are 'cooking' for.

This presentation, originally given at the IS Conference 2009 in Houston, TX, was dedicated to the curious and the hungry geeks out there.

Published in: Business, Self Improvement
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Online Recipes for Success: Tasty ways to use strategy and online tools to grow your brand online

  1. 1. From Pancakes to Peanut Brittle Katie Laird Maggie McDonald klaird@schipul.com mmcdonald@schipul.com www.schipul.com/happykatie www.schipul.com/magsmac
  2. 2. (like cooking) ^
  3. 3. Marcel Boulestin
  4. 4. ✓ 5 delicious Online Recipes ✓ Stories to inspire your kitchen ✓ A doggie bag full of good ideas
  5. 5. ✓ LISTEN! ✓ Established voice and response platform ✓ The magic words (‘I’m sorry’ or ‘Thank you’) ✓ Discover unexpected opportunity
  6. 6. www.technorati.com Email updates for your company name and keywords www.google.com/alerts Email updates for your company name and keywords http://search.twitter.com Search Twitter for what’s being said about you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  7. 7. www.viralheat.com Compile networks and related key phrases www.scoutlabs.com Reputation management - with collaborative elements www.socialmention.com Real time Social Media alerts (FREE) http://personas.media.mit.edu Review your personal brand equity through great visuals
  8. 8. www.flickr.com/groups/bumbofun/ www.youtube.com/watch?v=7DkWjqilINQ
  9. 9. ✓ Strong relationships ✓ Trust ✓ Established online presence ✓ A library card (or Amazon account)
  10. 10. www.polleverywhere.com www.intensedebate.com www.chipin.com www.polldaddy.com
  11. 11. http://twitter.threadless.com Vote on Tweets about Threadless tees! www.threadcakes.com Bake cakes with Threadless shirt www.threadless.com/quote2win designs, vote and WIN!!! www.vimeo.com/threadless Comment contests through Facebook Weekly Community video update video giveaways and announcements
  12. 12. ✓ A company that cares ✓ Pro-active responders ✓ Creative playfulness ✓ Hero making missions
  13. 13. ???????????? ???????????? ????????????
  14. 14. www.threadbanger.com/post/12723 www.twitter.com/houstonzoo www.squarespace.com/iphone /www.flickr.com/photos/cybertoad/3211981392/
  15. 15. 23 employees 13,982 followers 19 personal sites 4,782 page views 25 on Facebook 650 visits
  16. 16. ✓ Offline mojo ✓ The new life cycle ✓ Fun interactive stuff ✓ A solid home base
  17. 17. www.facebook.com Tried and true connective network, great for events too! www.mailchimp.com Great (free) email marketing tool www.google.com/documents www.eventbrite.com Secure and collaborative document Easy and clean event promotion, sharing space - no more frantic emails! registration and payment
  18. 18. www.flickr.com www.eye.fi Tried and true connective network, On-the-spot photo uploading - flash great for events too! them on the big screen! www.twitter.com Update your audience on what’s happening, find out where the parties are What’s your hashtag? Get your LIVE BLOGGERS! Allow your audience and Community to document for you!
  19. 19. www.facebook.com Don’t forget to follow up! www.slideshare.net Post your slides and other info - have video or audio, do that too! http://www.youtube.com/watch?v=Jfn9pzgtkc0 www.youtube.com + www.vimeo.com Upload your footage, interviews and presentations!
  20. 20. www.flickr.com/photos/37183619@N00/1574355240/
  21. 21. ✓ NUTS (of all kinds) ✓ Sweet tooth for the good stuff ✓ Open (strategic) mind for all the rest
  22. 22. ✓ Raving Fans: ✓ Clients ✓ Extended ‘Family’ ✓ Employees ✓ Non-Believers: ✓ Competitors ✓ Jerks ✓ Former clients
  23. 23. 1. Message 4. Plot So my point is... 2. Conflict 3. Characters
  24. 24. www.intensedebate.com Forum-like comment threads and user profiles to follow! www.scoutlabs.com www.backtype.com Reputation management - Follow and promote with collaborative elements comments about YOU www.convotrack.com Sidebar to aggregate comments on content from all over
  25. 25. www.twitalyzer.com http://search.twitter.com What are your RT-ers influence and Old school Twitter search footprints like? and monitoring http://bit.ly Shorten your URLs and revel in the handy built-in statistics!
  26. 26. Find your Happy Place.
  27. 27. ✓ Persona development ✓ Set up your tools ✓ Response strategy ✓ Identify your Heroes + Raving Fans ✓ 2 ways you can play with your audience?
  28. 28. ✓ Online marketing is an experimental blend ✓ Connect the offline and online world ✓ Stir in the good with the bad, it’s all gravy
  29. 29. Harriet Van Home
  30. 30. Katie Laird + Maggie McDonald Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Katie details: Blog: www.happykatie.com Twitter: www.twitter.com/happykatie Maggie details: Blog: www.magsmac.com Twitter: www.twitter.com/magsmac Find these slides on Slideshare: www.slideshare.net/happykatie
  31. 31. • Slide 1: • Heart Book: www.flickr.com/photos/mizzel/3661566009/ • Four Bowls: www.flickr.com/photos/10229241@N04/2210869771/ • Fire Chef: www.flickr.com/photos/liberato/2275622210/ • Slide 2: • Chemistry Lab Wall: http://www.flickr.com/photos/odreiuqzide/3817113176/ • Slide 3: • Cooking Table: http://www.flickr.com/photos/h_is_for_home/3588626853/sizes/l • Knife and Fork: http://www.flickr.com/photos/79649916@N00/2140222017/ • Blue Pizza Oven: http://www.flickr.com/photos/smcgee/2223976433/in/set-72157617018994796/ • Woman with Soup: http://www.flickr.com/photos/79649916@N00/2140222017/ • Panda Pan:  http://www.flickr.com/photos/49503124519@N01/2224102244/ • Shopping List: http://www.flickr.com/photos/h_is_for_home/2575745569 • Slide 4: • Woman Eating Repeat: Page not found • Girl with Candy Apple: http://www.flickr.com/photos/31686852@N00/491924792/ • Boy with Watermelon: http://www.flickr.com/photos/50635359@N00/121984304/ • Slide 5: • Waiter Drinking Real Wine: http://www.flickr.com/photos/pedrosimoes7/169983321/sizes/l/ • Slide 6: • Veselka Pancakes: http://www.flickr.com/photos/51035735481@N01/44199003/ • Maple Pancakes: http://www.flickr.com/photos/66576488@N00/3785678542/ • Slide 7: • Mixing Bowl: http://www.flickr.com/photos/10229241@N04/3755834806/ • Ricotta Pancakes: http://www.flickr.com/photos/87955432@N00/282085602/ • Robots Pancakes: http://www.flickr.com/photos/71447254@N00/3307512768/
  32. 32. • Slide 10: • Lit Mac: www.flickr.com/photos/86451170@N00/468460396/ • Pen and Paper: www.flickr.com/photos/97351704@N00/325752626/ • Pink Spiral: www.flickr.com/photos/40645538@N00/398992111/ • Orange Telephone: www.flickr.com/photos/13522901@N00/64027565/ • Slide 12: • Toddlers in Chairs: www.flickr.com/photos/ianturk/2154922331 • Slide 13: • Variety Sliced Fruit in Juice: www.flickr.com/photos/50502690@N00/2664957782/ • Grapefruit in Juice: www.flickr.com/photos/51035555243@N01/2927355093/ • Sliced Lemon: www.flickr.com/photos/40645538@N00/3405897312/ • Slide 14: • Soup and Sandwich: http://www.flickr.com/photos/29596200@N00/226319598/ • Beer and Soup: http://www.flickr.com/photos/51035614490@N01/688744356/ • Chilled Borscht: http://www.flickr.com/photos/43091542@N00/2830422052/ • Slide 15: • Onion Soup: http://www.flickr.com/photos/84117831@N00/56448145/ • Kale: http://www.flickr.com/photos/10229241@N04/3026045835/ • Slide 19: • Carrot Cupcakes: http://www.flickr.com/photos/48600074651@N01/501789057/ • Lemon Cupcakes: www.flickr.com/photos/santos/127892227/in/set-1078546/ • Cupcake Girl: www.flickr.com/photos/66081320@N00/3630603284/ • Slide 21: • Heart Cupcakes: http://www.flickr.com/photos/13041737@N08/2207710404/ • Hello Kitty Cupcake: http://www.flickr.com/photos/48600074651@N01/5051865/ • Strawberry Cupcake: http://www.flickr.com/photos/48600074651@N01/4338481/
  33. 33. • Slide 27: • Black Bean Chili: http://www.flickr.com/photos/43905767@N00/3261743489/ • Chili with Hot Sauce: http://www.flickr.com/photos/29831438@N00/34243279/ • Veggie Chili: http://www.flickr.com/photos/28328627@N03/3395174338/ • Slide 28: • Tomato: http://www.flickr.com/photos/67499195@N00/2909778692/ • Peppers: http://www.flickr.com/photos/97551727@N00/1972975591/ • Hello Kitty Doll: http://www.flickr.com/photos/62274271@N00/2391556686/ • Slide 32: • Thank you M&Ms: http://www.flickr.com/photos/37183619@N00/1574355240 • Slide 34: • Chocolate Cake: http://www.flickr.com/photos/galant/3295376624 • Peanuts with Spatula: http://www.flickr.com/photos/foodchronicles/2120263951 • Peanuts Close Up: http://www.flickr.com/photos/mezuni/3127150903/ • Slide 35: • Cereal Bar: http://www.flickr.com/photos/43091542@N00/2185558804/ • Squirrel: http://www.flickr.com/photos/84136479@N00/974094092/ • Spices: http://www.flickr.com/photos/10934572@N00/3300238326/ • Slide 36: • Guy in Crowd: http://www.flickr.com/photos/rogerss1/3296910183/ • Large Crowd: http://www.flickr.com/photos/leecullivan/519240547/ • Slide 40: • Star Cookies with Sprinkles:www.flickr.com/photos/safetyparachute/304323700/ • Cake with Icing: http://www.flickr.com/photos/53529921@N00/3193412107/ • Happy Star Cookie: http://www.flickr.com/photos/41754875@N00/1996389857/ • Slide 41: • Smile Cookie: http://www.flickr.com/photos/infatuated/2363688502/sizes/l/

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