This document discusses strategies for using social media and online marketing. It outlines three phases of social media usage: trial, transition, and strategy. It then provides guidance on using blogs, search engine optimization, search engine marketing, and social media platforms like LinkedIn, Facebook, and Twitter to find and engage customers online. Specific tips include developing editorial calendars, integrating different online and offline activities, and using hashtags and keywords. The document also provides examples of how to use digital tools to promote events and build an online presence and relationships over time.
This slideshow is created upon the concepts of Darren Rowse and Chris Garrett in ProBlogger and elaborates on the following points:
- What is a blog? What is a corporate blog?
- Difference between a blog and a website and a blog's added benefits
- 10 reasons why niche blogs are successful
- Writing tips for bloggers: Scannable content
- Types of blog posts
- 10 steps to writing a successful series
- Building an interactive blog by encouraging comments
Tap into the Power of Social Media to Build Your Painting BusinessLinnea Blair
Tap into the Power of Social Media to Build Referral Relationships for Your Painting Business. Presented via webinar for PDCA Contractor College on 8.17.10
It is the well integrated social media strategy for the businesses to enhance their social presence.It also includes the industrial real time examples which would help you in better understanding of the concept and startegies.
This slideshow is created upon the concepts of Darren Rowse and Chris Garrett in ProBlogger and elaborates on the following points:
- What is a blog? What is a corporate blog?
- Difference between a blog and a website and a blog's added benefits
- 10 reasons why niche blogs are successful
- Writing tips for bloggers: Scannable content
- Types of blog posts
- 10 steps to writing a successful series
- Building an interactive blog by encouraging comments
Tap into the Power of Social Media to Build Your Painting BusinessLinnea Blair
Tap into the Power of Social Media to Build Referral Relationships for Your Painting Business. Presented via webinar for PDCA Contractor College on 8.17.10
It is the well integrated social media strategy for the businesses to enhance their social presence.It also includes the industrial real time examples which would help you in better understanding of the concept and startegies.
The Value of Personal Branding, Networking, Social Media & E-PortfoliosRad Integrated Media
Do you want to advance your career but are not sure how to communicate with upper management or network between departments? Networking is the key to exposure and opportunities! This training will introduce you to various professional networking sites such as LinkedIn, Twitter, Facebook and discuss the best practices for launching an exceptional electronic portfolio!
Learn the basics about using Social Media from a Realtor perspective. Information is in regards to Twitter, Facebook, LinkedIn, YouTube and Blogging for business purposes.
Go in depth on Social Networks such as Linkedin, Facebook, Twitter and Freelance sites such as Thumbtack for the Northern Virgina Black Chamber of Commerce. Learn how to minimize or eliminate marketing cost by leveraging digital media, which in turn will increase your bottom line.
Full presentation of Online Marketing presented by the Arkansas State University Small Business and Technology Development Center to the Batesville, Arkansas noon Rotary Club as the luncheon speaker. In short presentation discussed basics of online marketing and promised to post entire powerpoint and tools to slideshare for interested Rotarians.
This presentation provides an introduction to social media channels. It will examine the importance of social media and how to use platforms such as Facebook, Twitter and LinkedIn successfully. It will explore the main principles of social media, and how it can be used by organisations to transform their marketing communications. The area of social media monitoring and risk will also be examined along with some practical advice on how to successfully protect your organisation's reputation online.
If you're an artist or creative who makes and sells products, then you probably are aware that marketing is impossible without great content. Learn various tips with regards to the importance of content marketing and how to do it effectively in order to gain more leads and conversions.
In this presentation you will go over:
- What is Content?
- What is Content Marketing?
- Why You Need Content Marketing
- Where to Start
- Promoting Your Content
- Tools to Help Develop Content
- Things You Can Do Today!
The Absolute Beginner's Guide to Social Media MarketingPlacester
It’s easy to think of social media as a craze that has no value for your business. With all of the noise out there, many businesses underestimate social media’s business power, but social is so much more than tweets and cat photos: It’s now where customers go to search for products and content, follow and engage with their favorite brands, crowdsource opinions to get recommendations and referrals, and share content. The social universe is enormous, Twitter has 255 million active sending 500 million tweets each and every day,
there are more than 50 million Facebook Pages and 20 billion photos on Instagram. This infographic created in collaboration with our friend Barry Feldman is your guide to building a strategy that works for your business. Take a look and let us know what you think. Say hi @placester and @feldmancreative, we'd love to hear from you.
How to use Twitter to optimize your business and learn how to #HugYourHaters in the process.
Learn how to leverage this powerful social media tool for customer service.
Get Focused Consulting offers practical online marketing services from getting your website on the 1st page of google, to helping you get found online by more qualified visitors to your website and then show you how to convert more visitors into clients.
http://www.getfocusedconsulting.com.au
We help you grow your business using online tools.We have a five step process to get targeted traffic and quality leads into your business via online tools, what we provide is:-
1. An 18 point audit of your website to find any areas of improvement.
2. A comprehensive Online Marketing Strategy in line with your business objectives and offline marketing activities.
3. Implementation of an SEO package that suits your budget to get you to the front page of the search engines
4. Monthly report on how your website traffic is improving and analyse the new leads helping you to convert them.
5. Deliver any additional marketing or promotional ideas that will grow your business.
Inbound marketing involves getting found by your potential customers through search and social media.
Contact us today for a free website review or our comprehensive Online Marketing, Social Media & online lead generation packages.
sales@getfocusedconsulting.com.au
See you online,
Clodagh S.Higgins
@clodaghhiggins
This seminar will give you tips to improve your website's promotional strategy through blogging, social marketing, and Web 2.0 results. Learn to utilize the social web to connect with your client base, improve customer service, and generate sales leads. Streamline your blogging and social media marketing methods with the latest tools, techniques, and innovation. You will leave the seminar with actionable tactics you can use to make money NOW.
The Value of Personal Branding, Networking, Social Media & E-PortfoliosRad Integrated Media
Do you want to advance your career but are not sure how to communicate with upper management or network between departments? Networking is the key to exposure and opportunities! This training will introduce you to various professional networking sites such as LinkedIn, Twitter, Facebook and discuss the best practices for launching an exceptional electronic portfolio!
Learn the basics about using Social Media from a Realtor perspective. Information is in regards to Twitter, Facebook, LinkedIn, YouTube and Blogging for business purposes.
Go in depth on Social Networks such as Linkedin, Facebook, Twitter and Freelance sites such as Thumbtack for the Northern Virgina Black Chamber of Commerce. Learn how to minimize or eliminate marketing cost by leveraging digital media, which in turn will increase your bottom line.
Full presentation of Online Marketing presented by the Arkansas State University Small Business and Technology Development Center to the Batesville, Arkansas noon Rotary Club as the luncheon speaker. In short presentation discussed basics of online marketing and promised to post entire powerpoint and tools to slideshare for interested Rotarians.
This presentation provides an introduction to social media channels. It will examine the importance of social media and how to use platforms such as Facebook, Twitter and LinkedIn successfully. It will explore the main principles of social media, and how it can be used by organisations to transform their marketing communications. The area of social media monitoring and risk will also be examined along with some practical advice on how to successfully protect your organisation's reputation online.
If you're an artist or creative who makes and sells products, then you probably are aware that marketing is impossible without great content. Learn various tips with regards to the importance of content marketing and how to do it effectively in order to gain more leads and conversions.
In this presentation you will go over:
- What is Content?
- What is Content Marketing?
- Why You Need Content Marketing
- Where to Start
- Promoting Your Content
- Tools to Help Develop Content
- Things You Can Do Today!
The Absolute Beginner's Guide to Social Media MarketingPlacester
It’s easy to think of social media as a craze that has no value for your business. With all of the noise out there, many businesses underestimate social media’s business power, but social is so much more than tweets and cat photos: It’s now where customers go to search for products and content, follow and engage with their favorite brands, crowdsource opinions to get recommendations and referrals, and share content. The social universe is enormous, Twitter has 255 million active sending 500 million tweets each and every day,
there are more than 50 million Facebook Pages and 20 billion photos on Instagram. This infographic created in collaboration with our friend Barry Feldman is your guide to building a strategy that works for your business. Take a look and let us know what you think. Say hi @placester and @feldmancreative, we'd love to hear from you.
How to use Twitter to optimize your business and learn how to #HugYourHaters in the process.
Learn how to leverage this powerful social media tool for customer service.
Get Focused Consulting offers practical online marketing services from getting your website on the 1st page of google, to helping you get found online by more qualified visitors to your website and then show you how to convert more visitors into clients.
http://www.getfocusedconsulting.com.au
We help you grow your business using online tools.We have a five step process to get targeted traffic and quality leads into your business via online tools, what we provide is:-
1. An 18 point audit of your website to find any areas of improvement.
2. A comprehensive Online Marketing Strategy in line with your business objectives and offline marketing activities.
3. Implementation of an SEO package that suits your budget to get you to the front page of the search engines
4. Monthly report on how your website traffic is improving and analyse the new leads helping you to convert them.
5. Deliver any additional marketing or promotional ideas that will grow your business.
Inbound marketing involves getting found by your potential customers through search and social media.
Contact us today for a free website review or our comprehensive Online Marketing, Social Media & online lead generation packages.
sales@getfocusedconsulting.com.au
See you online,
Clodagh S.Higgins
@clodaghhiggins
This seminar will give you tips to improve your website's promotional strategy through blogging, social marketing, and Web 2.0 results. Learn to utilize the social web to connect with your client base, improve customer service, and generate sales leads. Streamline your blogging and social media marketing methods with the latest tools, techniques, and innovation. You will leave the seminar with actionable tactics you can use to make money NOW.
From the traditional basics such as networking and press releases to newer tools such as social media and mobile websites, learn the low cost or no cost ways to take your business to the next level with better marketing.
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
In this 45 min webcast, suitable for any size Recruitment Agency, you will learn -
• How, with just 15 mins effort per week, you can increase job views on LinkedIn by 40%.
• Five tangible steps to content marketing success on LinkedIn for time poor recruiters without a big budget.
• Golden Rules – essential considerations for every post on LinkedIn
• What content works and what doesn't – packed with ideas to implement now!
Idaho Steelheads digital marketing overview - UltraClean Smokeout - Chad Conn...chadconnally
Presentation slides for the UltraClean SmokeOut Luncheon 11/16/2010. Overview of digital marketing for the Idaho Steelheads with touchpoints for small business owners.
Build a Content Marketing Machine Workshop | Session 1Tom McCracken
It's no secret that marketing has changed. Traditional techniques no longer work like they used to. There is a solution, content marketing. Its success is driven by:
* Attracting visitors with content, search engines, and social media
* Optimizing customer conversion, nurturing, and retention
* Continually improving using deep analytics and insight
Over the course of this extended five-session workshop, we will present a complete system for marketing the right way. We will cover the strategies and tactics leaders are using to produce extraordinary results on today’s Internet.
This workshop will go beyond methodology, revealing an integrated suite of tools for building the ultimate content marketing platform.
Session 1: Get Strategic: How leaders are growing their business on the modern web
For a preview visit getcm2.com
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
GridMate - End to end testing is a critical piece to ensure quality and avoid...ThomasParaiso2
End to end testing is a critical piece to ensure quality and avoid regressions. In this session, we share our journey building an E2E testing pipeline for GridMate components (LWC and Aura) using Cypress, JSForce, FakerJS…
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
2. three phases of social media usage:
1. trial 2. transition 3. strategy
3. lack of credible evidence of online
buying behavior
lack of understanding about how to
initiate an integrated strategic
approach to today’s media choices
10. MAKE YOUR FIRM UNIQUE
…but the unanswered question has
been, “Are your buyers searching
for you online?”
11. do you go online to search for outside
professionals to provide legal, accounting
or consulting work for your company?
3/4 go online to search for professionals
(up from 2/3 in 2000)
12.
13. how often do you go online to search for a
professional to provide services?
75% of decisionmakers search for
professionals monthly or less often
matching how often you pitch
completely new business…
14. what has changed most about the way you find
and choose professionals in the past five years?
15. how important are these Internet sources for
learning about professionals?
85% consider Web sites important; younger decisionmakers
are especially likely to find all digital sources important
16. if this is true—and it is—
how do I respond?
how do I adjust my marketing?
22. there are three ways people find you:
1. search engine optimization (SEO)
2. search engine marketing (SEM)
3. social media
23. 1/2 of decision makers always search for specific
expertise & industry (industry search—69% in 2000, now 96%)
they search for expertise via industry…
24. seo is a disciplined, labor intensive
process
set goals and expectations to develop a keyword search
strategy: what you can and should be known for
optimize your site structure (re-submit site map, improve
title and metatags, increase keyword density, build
internal links, etc.) called “on-page seo”
build inbound links called “off-page seo”
start regionally; scale nationally
report, refine, and test
25. search engine marketing (SEM)
is the the practice of buying paid
search listings. Google owns 92%
of adwords marketshare and 70% of
search share. But buyers must also
pay attention to Yahoo and Bing.
26. sem is also a disciplined process
set goals and expectations to develop a keyword spend:
how are you supporting your strategic goals?
coordinate with other online and offline activities (your
website, blogs, social media)
enhance relevancy: dial campaigns up or down during
key events to intercept qualified traffic
watch weekly, report monthly, examine quarterly in
order to optimize your response
report, refine, and test
28. social media is often associated with
gated communities like Facebook or
LinkedIn but blogs are also “social”
and websites that encourage reviews
and comments are also social. In other
words, the Internet itself has become
“social.”
35. why blog?
1. communicate your point of view
2. build your brand intelligently - seed the substance and
amplify your voice; by nature, blogs are resonant
3. raise online visibility by creating more content to
search (so use keywords!)
36.
37. marketers or PR folks posting press
releases or excerpts from brochures;
this is NOT blogging
WHAT NOT
TO
BLOG
1. show the human, relatable side of
a firm
2. connect with the audience
3. tell deeper stories than marketing
materials permit
4. be personal; don't write on behalf
of the company anonymously
The Do’sI will . . .
I will . . .
I will . . .
I will . . .
39. technically speaking: blog on your domain
(why promote someone else’s URL?)
www.firmname.com/blogwww.firmname.com/blog
www.typepad.myblog.com www.wordpress.myblog.com
40. technically speaking: use keywords in posts and
title tags
• just like with SEO,
you have to know
what terms your
audience uses in
search queries
• blog posts AND titles
should be keyword
rich
41. technically speaking: integrate your blog with
your marketing activities
• highlight your blog on
your homepage with
callouts
• add links to recent
posts in your email
signatures
• your blog should serve
as your social media
hub - your Twitter
profile page,
Facebook Page,
newsletters, etc.
• . . . connect the dots
44. best blogging practices:
focus your voice and content
• your brand personality comes to
life in a blog - voice, tone, target
• different practices should maintain
different blogs
• build a body of work overtime: it
demonstrates thought-leadership
and helps your SEO
• be personal; don't write on behalf
of the company anonymously
45. best blogging practices:
calendarize
• blogs require regular care
and feeding: people
subscribe via a news feed
• put together an editorial
calendar and post it
• rotate authors; consider
regular “columnists”
• flex for breaking news,
industry events
47. you gotta get out there
• broadcast your messages - let people know your have
a blog
• you can’t just sit in your office writing compelling
content; you have to share it with others interested in
similar topics; this is why it’s called social media
• contribute and comment on other blogs (which ones?
fish where the fish are - know what your clients read)
• as with all good marketing, include specific calls to
action: "comment", "download", "subscribe”
49. adjust for breaking news? a missed opportunity
target and intercept the audience
50. augment seo
bridge the gap while seo ramps up
intercept competitive searches
dial up or down the campaign
seasonally/during events/when relevant
news breaks
search engine marketing allows you to…
target and intercept the audience
51. engage across a broad range of digital channels
guest blog post
Twitter and Linked In
target and intercept the audience
52. build a digital relationship
with prospective and existing clients
build a digital relationship
53. twitter: # tag for health care
build a digital relationship
56. 1. join the right industry discussion groups
2. participate in those group discussions; only individuals
can do this, so set up a rotation within the firm to expose
more individuals as authors/experts
3. discuss and promote your services only when relevant;
don’t turn this into a gorilla-gram—“me, me, me” chest
thumping
4. post links to your thought-leadership (e.g. white papers,
articles, webinars, blog posts) when relevant
5. create a specific landing page for people coming to your
website via LinkedIn and collect data on who downloads
those materials by requesting their email address
6. encourage your employees to promote themselves and
your firm via LinkedIn
what to do on LinkedIn
build a digital relationship
57. a business scenario:
own an event
build enthusiasm, interest and awareness
before during and long after the event
own an event
58. 1. creating pre-event buzz
2. engaging during the event
3. continuing the dialogue afterwards
own an event by…
own an event
59. traditional, offline promotion is episodic with a
precipitous drop post-event
EVENT
save--the-date postcard/email
invitation by
postcard/email
event networking
follow-up calls
TIME
REACH
own an event
60. effort spent on promotion rarely matches
investment in time and costs of event
own an event
61. digital tactics amplify pre-event buzz…
save--the-date postcard/email
invitation by
postcard/email
EVENT
event networking
follow-up calls
TIME
REACH
link on website
posts on assn/
member sites
own an event
event microsite
sem
post on social networks
62. EVENT
and enable broadcast messages during event
save--the-date postcard/email
invitation by
postcard/email
follow-up calls
TIME
REACH
link on website
posts on assn/
member sites
event microsite
event
networking
transformed
EVENT
• updates via social networks and blog posts
• document event with content polls, photos,
podcasts and interviews
post on social networks
own an event
sem
63. EVENT
creating a long tail post-event, multiplying
investment
save--the-date postcard/email
invitation by
postcard/email
follow-up calls
TIME
REACH
link on website
posts on assn/
member sites
event
networking
transformed
EVENT
• updates via social networks and blog posts
• document event with content polls, photos,
podcasts and interviews
conversation
continued on
microsite via
email followup
and drive-to-
site marketing
webinars
based on
event content
updates
via social
media and
blog posts
own an event
post on social networks
event microsite
sem
<number>
goal is to engage your target audience in a meaningful way
keyword development is not a “set-it-and-forget-it” exercise
it requires monitoring, updating and analysis to optimize
develop online personas based on research and interviews to inform both site design and search marketing
personas give us linguistic cues and illustrate search intent, as do social networks
analyze campaign results and implement test-and-learn campaigns
<number>
Recently overheard at the IAB conference in CA (Interactive Advertising Bureau)
The unfettered rise of digital, and of social media in particular, has brought about staggering shifts in consumer behavior -- and this requires equally dramatic changes to the way brands connect with consumers in this new dimension.
Not surprisingly, social marketing serves as an indispensable leg to this stool for the simple reason that it provides a channel for developing a direct, unadulterated relationship between a consumer and a brand. And building relationships is becoming a more critical component of brand marketing as the media landscape becomes increasingly fragmented and cluttered.
Today we will cover:
Brands need commit to keeping pace with consumer behavior and bolstering their skills at fostering consumer relationships across all channels
Recently overheard at the IAB conference in CA (Interactive Advertising Bureau)
The unfettered rise of digital, and of social media in particular, has brought about staggering shifts in consumer behavior -- and this requires equally dramatic changes to the way brands connect with consumers in this new dimension.
Not surprisingly, social marketing serves as an indispensable leg to this stool for the simple reason that it provides a channel for developing a direct, unadulterated relationship between a consumer and a brand. And building relationships is becoming a more critical component of brand marketing as the media landscape becomes increasingly fragmented and cluttered.
Today we will cover:
Brands need commit to keeping pace with consumer behavior and bolstering their skills at fostering consumer relationships across all channels
So your opportunity to sell to each prospect is limited so this further increases your responsibility to be visible ALL the time online.
Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that.
Optimization is important.
Reaching out to clients is important
Blogging might surprise you
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This is a drum we have been beating for over 10 years with only moderate success. Finding ways to tout industry knowledge is very important.
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goal is to engage your target audience in a meaningful way
keyword development is not a “set-it-and-forget-it” exercise
it requires monitoring, updating and analysis to optimize
develop online personas based on research and interviews to inform both site design and search marketing
personas give us linguistic cues and illustrate search intent, as do social networks
analyze campaign results and implement test-and-learn campaigns
<number>
goal is to engage your target audience in a meaningful way
keyword development is not a “set-it-and-forget-it” exercise
it requires monitoring, updating and analysis to optimize
develop online personas based on research and interviews to inform both site design and search marketing
personas give us linguistic cues and illustrate search intent, as do social networks
analyze campaign results and implement test-and-learn campaigns
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twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
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twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
<number>
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
<number>
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
<number>
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<number>
goal is to engage your target audience in a meaningful way
keyword development is not a “set-it-and-forget-it” exercise
it requires monitoring, updating and analysis to optimize
develop online personas based on research and interviews to inform both site design and search marketing
personas give us linguistic cues and illustrate search intent, as do social networks
analyze campaign results and implement test-and-learn campaigns
<number>
<number>
goal is to engage your target audience in a meaningful way
keyword development is not a “set-it-and-forget-it” exercise
it requires monitoring, updating and analysis to optimize
develop online personas based on research and interviews to inform both site design and search marketing
personas give us linguistic cues and illustrate search intent, as do social networks
analyze campaign results and implement test-and-learn campaigns
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understand your baseline
determine what you want to be known for; prioritize the keywords
evaluate and optimize your site structure
implement site structure improvements and submit revised site map
ensure tags and URLs are search friendly
review copy for tags and keyword density
generate incoming links
enhance your social media profile
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<number>
goal is to engage your target audience in a meaningful way
keyword development is not a “set-it-and-forget-it” exercise
it requires monitoring, updating and analysis to optimize
develop online personas based on research and interviews to inform both site design and search marketing
personas give us linguistic cues and illustrate search intent, as do social networks
analyze campaign results and implement test-and-learn campaigns
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SEO
SEM
online display (contextual relevance; clear CTA; movement where possible; targetted msg; DR does better than awareness)
online social networks (the Big 3: LinkedIn, Twitter, Facebook)
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twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
<number>
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
<number>
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week