SlideShare a Scribd company logo
Online Recipes for Success
                                From Pancakes to Peanut Brittle




  Katie Laird
  klaird@schipul.com
  www.schipul.com/happykatie

Friday, April 16, 2010
(like cooking)
                         ^




Friday, April 16, 2010
Marcel Boulestin




Friday, April 16, 2010
✓ 4 delicious Online
            Recipes
          ✓ Stories to inspire
            your kitchen
          ✓ A doggie bag full of
            good ideas


Friday, April 16, 2010
Internet
                         Pancakes




Friday, April 16, 2010
✓ LISTEN!
                ✓ Established voice and response platform
                ✓ The magic words (‘I’m sorry’ or ‘Thank you’)
                ✓ Discover unexpected opportunity


             Pancake ingredients
                         Vent offline, make lemonade online


Friday, April 16, 2010
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
Friday, April 16, 2010
www.flickr.com/groups/bumbofun/




                         www.youtube.com/watch?v=7DkWjqilINQ
Friday, April 16, 2010
Friday, April 16, 2010
Digital
                         Stone Soup




Friday, April 16, 2010
✓ Strong relationships
                ✓ Trust
                ✓ Established online presence
                ✓ A library card (or Amazon account)


          Stone Soup ingredients

Friday, April 16, 2010
www.polleverywhere.com
                                                            www.intensedebate.com




                  www.chipin.com




                                     www.polldaddy.com


Friday, April 16, 2010
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

Friday, April 16, 2010
Community
                         Cupcakes




Friday, April 16, 2010
Take care
                          of your
                          people.




                                     Marketing
                                      success

Community love


Friday, April 16, 2010
✓ A company that cares
               ✓ Pro-active responders
               ✓ Creative playfulness
               ✓ Hero making missions


              Cupcake i ngredients

Friday, April 16, 2010
????????????                  ????????????

                                        ????????????




Friday, April 16, 2010
www.threadbanger.com/post/12723

                                                               www.twitter.com/houstonzoo




                         www.squarespace.com/iphone


                                                             /www.flickr.com/photos/cybertoad/3211981392/
Friday, April 16, 2010
23 employees
        13,982 followers



      19 personal sites
      4,782 page views



         25 on Facebook
            650 visits
Friday, April 16, 2010
Friday, April 16, 2010
Strategic
                         Peanut Brittle




Friday, April 16, 2010
✓ NUTS (of all kinds)
               ✓ Sweet tooth for the good stuff
               ✓ Open (strategic) mind for all the rest



         Peanut brittle ingredients


Friday, April 16, 2010
✓ Raving Fans:

           ✓ Clients

           ✓ Extended ‘Family’

           ✓ Employees
       ✓ Non-Believers:

           ✓ Competitors

           ✓ Jerks

           ✓ Former tenants / employees

Friday, April 16, 2010
1. Message               4. Plot


                           So my point is...




                         2. Conflict            3. Characters




Friday, April 16, 2010
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

Friday, April 16, 2010
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!

Friday, April 16, 2010
Find your Happy Place.




Friday, April 16, 2010
Doggie bag
                          ✓ Persona development
                          ✓ Set up your tools
                          ✓ Response strategy
                          ✓ Identify your Heroes
                            + Raving Fans
                          ✓ 2 ways you can play
                            with your audience?

Friday, April 16, 2010
✓ Online marketing is an
         experimental blend
       ✓ Connect the offline
         and online world
       ✓ Stir in the good with
         the bad, it’s all gravy


Friday, April 16, 2010
Harriet Van Home


Friday, April 16, 2010
Thanks for cooking with me!

    Katie Laird
    Schipul - The Web Marketing Company
    www.schipul.com // www.tendenci.com
    (281) 497.6567, ext 519

    Katie details:
    Personal brand: www.schipul.com/happykatie
    Blog: www.happykatie.com
    Twitter: www.twitter.com/happykatie
    Flickr: www.flickr.com/happykatie

                                                 http://www.flickr.com/photos/66125582@N00/457743309/




    Find these slides on Slideshare: www.slideshare.net/happykatie
Friday, April 16, 2010
• 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/
Friday, April 16, 2010
• 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/

Friday, April 16, 2010
• 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/
Friday, April 16, 2010

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Social Media recipes for your online kitchen

  • 1. Online Recipes for Success From Pancakes to Peanut Brittle Katie Laird klaird@schipul.com www.schipul.com/happykatie Friday, April 16, 2010
  • 2. (like cooking) ^ Friday, April 16, 2010
  • 4. ✓ 4 delicious Online Recipes ✓ Stories to inspire your kitchen ✓ A doggie bag full of good ideas Friday, April 16, 2010
  • 5. Internet Pancakes Friday, April 16, 2010
  • 6. ✓ LISTEN! ✓ Established voice and response platform ✓ The magic words (‘I’m sorry’ or ‘Thank you’) ✓ Discover unexpected opportunity Pancake ingredients Vent offline, make lemonade online Friday, April 16, 2010
  • 7. 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 Friday, April 16, 2010
  • 8. www.flickr.com/groups/bumbofun/ www.youtube.com/watch?v=7DkWjqilINQ Friday, April 16, 2010
  • 10. Digital Stone Soup Friday, April 16, 2010
  • 11. ✓ Strong relationships ✓ Trust ✓ Established online presence ✓ A library card (or Amazon account) Stone Soup ingredients Friday, April 16, 2010
  • 12. www.polleverywhere.com www.intensedebate.com www.chipin.com www.polldaddy.com Friday, April 16, 2010
  • 13. 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 Friday, April 16, 2010
  • 14. Community Cupcakes Friday, April 16, 2010
  • 15. Take care of your people. Marketing success Community love Friday, April 16, 2010
  • 16. ✓ A company that cares ✓ Pro-active responders ✓ Creative playfulness ✓ Hero making missions Cupcake i ngredients Friday, April 16, 2010
  • 17. ???????????? ???????????? ???????????? Friday, April 16, 2010
  • 18. www.threadbanger.com/post/12723 www.twitter.com/houstonzoo www.squarespace.com/iphone /www.flickr.com/photos/cybertoad/3211981392/ Friday, April 16, 2010
  • 19. 23 employees 13,982 followers 19 personal sites 4,782 page views 25 on Facebook 650 visits Friday, April 16, 2010
  • 21. Strategic Peanut Brittle Friday, April 16, 2010
  • 22. ✓ NUTS (of all kinds) ✓ Sweet tooth for the good stuff ✓ Open (strategic) mind for all the rest Peanut brittle ingredients Friday, April 16, 2010
  • 23. ✓ Raving Fans: ✓ Clients ✓ Extended ‘Family’ ✓ Employees ✓ Non-Believers: ✓ Competitors ✓ Jerks ✓ Former tenants / employees Friday, April 16, 2010
  • 24. 1. Message 4. Plot So my point is... 2. Conflict 3. Characters Friday, April 16, 2010
  • 25. 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 Friday, April 16, 2010
  • 26. 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! Friday, April 16, 2010
  • 27. Find your Happy Place. Friday, April 16, 2010
  • 28. Doggie bag ✓ Persona development ✓ Set up your tools ✓ Response strategy ✓ Identify your Heroes + Raving Fans ✓ 2 ways you can play with your audience? Friday, April 16, 2010
  • 29. ✓ Online marketing is an experimental blend ✓ Connect the offline and online world ✓ Stir in the good with the bad, it’s all gravy Friday, April 16, 2010
  • 30. Harriet Van Home Friday, April 16, 2010
  • 31. Thanks for cooking with me! Katie Laird Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567, ext 519 Katie details: Personal brand: www.schipul.com/happykatie Blog: www.happykatie.com Twitter: www.twitter.com/happykatie Flickr: www.flickr.com/happykatie http://www.flickr.com/photos/66125582@N00/457743309/ Find these slides on Slideshare: www.slideshare.net/happykatie Friday, April 16, 2010
  • 32. • 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/ Friday, April 16, 2010
  • 33. • 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/ Friday, April 16, 2010
  • 34. • 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/ Friday, April 16, 2010