The document discusses using digital marketing and social media for business communications. It covers techniques like having a website, blog, social media accounts, search engine optimization (SEO), viral marketing, video marketing, and professional networking sites. Examples are given of how companies have successfully used these techniques including John West Salmon's viral video and Susan Boyle's rise to fame through YouTube.

1. A Using digital marketing and social networking for customer communications and media relations

2. A Introduction to

3. The presenters Jon Hollins Experienced client side and agency side in PR, marketing and design Award winning PR & marketing campaigns Creates and develops digital strategies for clients Lyndsey Jenkins Five years PR consultancy experience Award winning public relations practitioner Tweets! ... and Betsy!

4. MAKE A STATEMENT... Betsy Bedford freshbaked PR

5. freshbaked Group – excellent contacts “ Admiral managers train with Welsh rugby stars” “ Red dragons enter the arena for charity match” “ Newly baked division for Cardiff business” “ Serious savings for Welsh food manufacturer” “ Fresh talent at telecommunications” “ Fresh fusion for Cardiff businesses” Corporate PR Communications Limegreentangerine TSM Business

6. Some questions How many organisations use email? How many have a website? Have a facebook account? Have a blog? Have a Twitter account?

7. Why should we get involved? It’s what your customers expect? It’s how they communicate? Your competitors will be doing it It will soon be as normal as using a phone, fax or email!

8. A Digital Marketing Techniques

9. What is web 2.0 ? Websites are no longer on-line brochures Web 2.0 is about using the power of the internet to interact with your customer Web 2.0 tools Music and audio files Video clips On-line demonstrations & seminars Simulations Live forums and blogs Content download & podcasts Organisational and brand experience

10. Evolution of Communication 80’s 90’s 00’s 10’s ? 20’s

11. Traditional Media Targets

12. New Media Targets

13. Consumers are becoming more demanding!

14. Consumer Tribes

15. Consumers demographics are changing What is a consumer tribe? Consumer tribes are groups of people who intensely share a common passion. This common passion – whether it is for a brand, a good cause, or a sport – bonds the consumer tribe together through a shared sense of belonging. Tribes have the potential to deliver a higher ROI than heterogeneous social networks.

16. Identifying Tribes

17. Talking to your Tribes Environment & green agenda iPod Generation Community & family first

18. Viral Marketing

19. Viral Marketing Viral marketing is about personal recommendation Your customers and prospects endorse and refer you Some great examples of viral marketing: The angry computer office worker John West Salmon – Bear and Biker LED Sheep (Samsung LED TVs) Susan Boyle

20. John West Salmon – Bear and Biker

21. LED Sheep (Samsung LED TVs) LED Sheep (Samsung LED TVs)

22. Susan Boyle – internet sensation 100 million viewings on YouTube

23. Search Engine Optimisation

24. Two main ways to be found on Google: Natural Search – left hand area Pay Per Click Advertising – right hand column Your website must contain the words you want to be found for – words your customers use! The more pages of relevant copy containing these words – the higher your potential ranking Freshbaked PR on page 1 for ‘PR Cardiff’ Number 1 globally for ‘PR agency ryder cup’ Search Engine Optimisation

25. Social Networking

26. % of users under 18 36% 33% 54% 3% 24% ? Top 5 Social Networking sites

27. Facebook

28. Facebook is a free-access social networking website Users can join networks organized by city, workplace, school, and region to connect and interact with other people. People can also add friends and send them messages, and update their personal profiles to notify friends about themselves. Mark Zuckerberg founded Facebook with fellow computer science major students and his roommates Dustin Moskovitz and Chris Hughes while he was a student at Harvard University. The website currently has more than 200 million active users worldwide. Facebook

29. Betsy – a facebook phenomenon! Nearly 300 friends Individuals, companies and organisations Stuart Cable of Stereophonics fame

30. Professional Networking sites

31. Blogs

32. Twitter is a free social networking and micro-blogging service It enables its users to send and read other users' updates known as tweets . Tweets are text-based posts of up to 140 characters, displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers ). Senders can restrict delivery to those in their circle of friends or, by default, allow anybody to access them. Twitter

33. Are becoming a bunch of Twitterers? Over 100,000 followers Over 100,000 followers 12 followers

34. The Power of Video

35. YouTube is the dominant provider of online video in the United States, with a market share of around 43 percent More than six billion videos viewed in January 2009. It is estimated that 20 hours of new videos are uploaded to the site every minute three quarters of the material comes from outside the United States. It is estimated that in 2007 YouTube consumed as much bandwidth as the entire Internet in 2000 The Power of Video

36. You can have your own video channel

37. Questions

38. For more information and help please contact: Jonathan Hollins freshbaked PR House Three, The Maltings, East Tyndall Street, Cardiff, CF24 5EA Tel: 02920 491491 Fax: 02920 491591 Email: j.hollins@freshbaked.co.uk Web: www.freshbaked.co.uk