This document provides an overview of strategies for using social media and web 2.0 tools to engage customers and build brands. It discusses monitoring online conversations, responding to feedback, creating compelling content, using platforms like social networks, blogs and podcasts, and practicing public relations online. Specific tips are provided for activities like creating social media campaigns, engaging corporate audiences, pitching to bloggers and more. The goal is to leverage new marketing approaches for clients in today's digital landscape.

1. Web 2.0
MM2
Mastering
Web 2.0 for
Your Clients
Spring Training 2009

2. Introduction
I. What We Are Going to Cover Today
• The shift in marketing over the last 5 years
• How do you reach your customers today?
• The Balancing Act of Marketing in a New Era – Using an integrated
approach
• The power of public relations
• Spreading the word through grassroots marketing
• What are you doing online?
• Leveraging Web 2.0 to Engage Customers and Build Your Brand
• How to formulate your budget

3. How do you sell social media to
a CFO?
•Provide financial leaders with hard
facts
•Creates brand ambassadors who
market for free
•Social media is here to stay
•Initiatives of your competitors
How to sell social media to
skeptics click here •Present the CFO with consumer
feedback about your company already
on the Web
Click Here for more information

4. Corporations are ready to
engage
Corporate executives do get it,
but they need to overcome some major
hurdles
Number One Obstacle is Education
• Find relative case studies that
demonstrate the results they want
Speak Their Language
•Companies are complex and managed by
key value pairs like: Objectives-
Achievements, Investments- Return,
Strategy - Execution

5. Creating a Corporate
Social Media Campaign
1. Identify client objectives 5. Analyze the results
2. Determine target 6. Determine what places,
audience and where to spaces and tools need to
find them be used
3. Establish success criteria 7. Prioritize action items
4. Monitor and track online 8. Share your findings
conversation about your
client

6. Find Your Target Audience
Use Google Blog
Search to find blogs
that cover topics related
to your client’s industry
and subscribe in your
reader
This allows you to stay
on top of current trends
and follow what people
are saying about either
your client or your
industry as a whole

7. • Create a Google Alert for Key Search
Words: Las Vegas Commercial Real
Estate, Colliers International, Company
CEO
• Tweetbeep.com Keep track of
conversations that mention you, your
products, your company, anything,
with hourly updates!

8. There are a variety of tools to help you
monitor the conversation
Technorati Blog Search Enginge
boardreader.com which allows allows users to
search multiple message boards
simultaneously
Search.twitter.com helps you filter all the real-
time information

9. Now that you are following the
conversation, how do you
respond to what people are
saying about your client or the
industry in general?

10. Crisis Management Online
Act Quickly ‐ online information spreads instantly,
therefore it is imperative a company act quickly to
manage the crisis. For more information visit
http://btobmarketing.wordp
ress.com/
Have a Team of Social Media Specialists ‐ Devise a
plan with a team that is familiar with social media
and will know how to use it to address the issue or
problem in a proactive manner.
Keep a Constant Communication Flow ‐
Communication must be consistent to be effective.
Be Transparent ‐ Transparency is useful in
gaining trust in social media. It allows an audience
to connect with an organization during a time of
crisis.

11. Did you know people are talking
about your client online?
Colliers International Las Vegas

12. Create Compelling Content
Now that you have found your audience, what do
you want to tell them?
It is our job as PR practitioners to
become consumers of information. We
must have our finger on the pulse on
the type of information the target
audience is consuming and looking for
to understand how to best make the
client relevant.
It is our job to serve as aggregators for
information around a topic or industry
and as aggregators be able to
incorporate the clients story in to the
overall thoughts of the industry.

13. What places, spaces and tools need to be
used for communicating your client’s
message?

14. Social
Networking
Tips
1. Add Value
2. Share Information
3. Be Personal
4. Ask Questions
5. Don’t try to ‘Game’ the
system

15. Creating a Good Profile
1. Use real names
2. Real photos
3. Keep your content personal (to an extent) and interesting
4. Be Keyword Smart
5. Link to your content and website

16. Increasing Corporate Facebook
Fans

17. Is your website mobile friendly?
• With the increase in mobile devices that
support internet browsing, the number of
websites popping up geared for mobile
devices will likely increase dramatically in
the next few years. Along with them, these
mobile websites should continue to grow to
fit the user’s expanding needs.
• Think about the sort of information your
mobile customers might want – directions,
search, contact information, latest news,
business hours?
Nevada Mobile Websites
For more information click here

18. Guidelines for B2B contacts
Podcasts Click Here
Podcasting is a form of audio broadcasting on
“Someone who listens to a
the Internet. You can download podcasts (audio
B2B podcast wants to know
shows) to your iPod or you can use your
what the future holds and they
computer with some music software such as
want to hear it from experts
Windows built-in Media Player or my favorite
working on real-world
player, Winamp, or other portable music players
applications.”
(iPod competitors) such as Creative Zen or
iRiver. It really doesn’t matter, as long as you
have some way to play music on your computer
you will be able to listen to podcasts.
Click here for more information on
podcasts.

19. If you are not on Twitter – you
should be
Click here for a Twitter Video Tutorial
• Build Your Network
• Engage with Your
Community
• Track and Analyze
• Use Tools
• Avoid Spam or Twitter
Abuse (excessive tweets)
For more information click here

20. Using LinkedIn as a Marketing Tool
Click Here for a LinkedIn
Video Tutorial
Ask for advice.
LinkedIn’s newest product, LinkedIn
Answers, allows you to broadcast your
business‐related questions to both your
network and the greater LinkedIn network.
The premise is that you will get more high‐
value responses from the people in your
network than more open forums.
LinkedIn Applications
Click Here for More
Information

21. Practicing PR on the Web
Social Media
Releases engage
readers with
multimedia content
shared via Google
News and apps like
Facebook, Twitter
and more.

22. What if you could get
tomorrow’s newspaper
today?
Twitter is a great resource for media
contacts and news leads and Muck
Rack is another great resource that
helps you track short messages on
Twitter written by the journalists

23. How to Pitch to Bloggers
1. Read the Blog
2. Comment on the Blog
3. Link to their Blog on Twitter
4. Send a quick personal email with a call to action
5. If you have their mailing address, send them a company
brochure

24. How to Create a Blogger List on
Cision

25. Suggested analytic sites
Google Analytics
Authority Labs
Techrigy
Facebook, YouTube and
Flickr Insights Application