SlideShare a Scribd company logo
How to keep from
falling off the
face of the
Internet...


Copyright 2009, Deltina Hay
With Deltina Hay of Dalton Publishing, Social
   Media Power, and PlumbSocial.com...

                 Author of

   A Survival Guide to Social Media and
           Web 2.0 Optimization

 Featuring case studies from host Cynthia
   Baker of Accolades Public Relations
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...
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!
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
A Realistic Beginning Strategy
 Blog
 Facebook presence
 LinkedIn profile
 Twitter account
 Flickr account
 YouTube account
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
Questions...




               ?
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...
Implementing and Optimizing Tools: Blogs
Options for starting a blog:
  Host it yourself (WordPress.org)
  Free or nearly free options:
   WordPress.com
   Typepad.com
   Blogger.com
Implementing and Optimizing Tools: Blogs
Optimizing your blog:
  Remember your key terms
  Add your blog to FeedBurner.com
  Use a good search engine optimization plugin
  Add to many blog directories like Technorati
  Make it easy for others to subscribe and share...
Blog Subscription Options
Subscribing to a Blog via Email
Subscribing to a Blog via Feed Readers
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.
Questions...




               ?
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...
A Facebook
Page is for
Your
Business
A Facebook Profile is for You
An
Optimized
Profile
(LinkedIn)
An
Optimized
Profile
(LinkedIn)
An
Optimized
Profile
(LinkedIn)
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
Questions...




               ?
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”
Implementing and Optimizing Tools:
Micro-Blogging (Twitter)

Keep a consistent message
Use key terms in posts to aid in search
Utilize directories like WeFollow.com
Utilize tools like TweetDeck and HootSuite
“Tastefully” personalize your Twitter page –
Twitbacks.com is a good tool
Use attribution when posting other people's info
Twitter Profile
Twitter Post Optimized for “longevity”
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
Questions...




               ?
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
Dalton Publishing's Flickr Account
Dalton Publishing's YouTube Playlists
Questions...




               ?
Integrating Your Social Web Presence

Social Web is an integrated system
Make your tools work together using:
  RSS feeds
  Widgets & Badges
  Applications & Plugins
Integrating with RSS Feeds
Integrated
Facebook
Profile
Integrating
with
Widgets
& Badges
Integrating
with
Applications
Questions...




               ?
What we have done so far...

Created our strategy
Prepared our content
Implemented and optimized our tools
Integrated our tools
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...
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
Questions...




               ?
Thank you for participating!
 Upcoming Webinars and workshops:
    Visit SocialMediaPower.com for info...
 Cynthia Baker
  @cynthiabaker
   AccoladesPR.com & AccoladesCommunications.com
  cynthia@accoladespr.com
 Deltina Hay
  @socialmediapwr & @deltina
  SocialMediaPower.com & PlumbSocial.com
  deltina@socialmediapower.com
Deltina Hay Social Media for AEN

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Deltina Hay Social Media for AEN

  • 1. How to keep from falling off the face of the Internet... Copyright 2009, Deltina Hay
  • 2. With Deltina Hay of Dalton Publishing, Social Media Power, and PlumbSocial.com... 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. 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. 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. 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. A Realistic Beginning Strategy Blog Facebook presence LinkedIn profile Twitter account Flickr account YouTube account
  • 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
  • 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. Implementing and Optimizing Tools: Blogs Options for starting a blog: Host it yourself (WordPress.org) Free or nearly free options: WordPress.com Typepad.com Blogger.com
  • 11. Implementing and Optimizing Tools: Blogs Optimizing your blog: Remember your key terms Add your blog to FeedBurner.com Use a good search engine optimization plugin Add to many blog directories like Technorati Make it easy for others to subscribe and share...
  • 13. Subscribing to a Blog via Email
  • 14. Subscribing to a Blog via Feed Readers
  • 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.
  • 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. A Facebook Page is for Your Business
  • 19. A Facebook Profile is for You
  • 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
  • 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. Implementing and Optimizing Tools: Micro-Blogging (Twitter) Keep a consistent message Use key terms in posts to aid in search Utilize directories like WeFollow.com Utilize tools like TweetDeck and HootSuite “Tastefully” personalize your Twitter page – Twitbacks.com is a good tool Use attribution when posting other people's info
  • 28. Twitter Post Optimized for “longevity”
  • 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
  • 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
  • 35. Integrating Your Social Web Presence Social Web is an integrated system Make your tools work together using: RSS feeds Widgets & Badges Applications & Plugins
  • 41. What we have done so far... Created our strategy Prepared our content Implemented and optimized our tools Integrated our tools
  • 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. 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
  • 45. Thank you for participating! Upcoming Webinars and workshops: Visit SocialMediaPower.com for info... Cynthia Baker @cynthiabaker AccoladesPR.com & AccoladesCommunications.com cynthia@accoladespr.com Deltina Hay @socialmediapwr & @deltina SocialMediaPower.com & PlumbSocial.com deltina@socialmediapower.com