Web 2.0MM2

Mastering Web 2.0 for Your Clients Spring Training

2009

Web 2.0

Spring Training 2009

• Integrating Social Media into your Clients Marketing Plan

• Selling Social Media and Web 2.0

• Strategic Planning

• How to Use the Tools

Overview

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

• Provide hard facts

• Create brand ambassadors who market for free

• Social media is here to stay

• Initiatives of your competitors

• Present the CFO with consumer feedback about their company on the Web

How do you sell social media to a CFO?

How to sell social media to skeptics click here

Click Here for more information

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

YouTube Video

Creating a Corporate Social Media Campaign

1. Identify client objectives

2. Determine target audience and where to find them

3. Establish success criteria

4. Monitor and track online conversation about your client

5. Analyze the results

6. Determine what places, spaces and tools need to be used

7. Prioritize action items

8. Share your findings

For more information Click Here

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 your client

• Create a Google Alert for Key Search Words: Las Vegas Commercial Real Estate, Colliers International

• Tweetbeep.com Keep track of conversations that mention your client and their company with hourly updates!

There are a variety of tools to help you monitor the conversation

Technorati Blog Search Engine

boardreader.com allows users to search multiple message boards simultaneously

Search.twitter.com helps you filter all the real-time information

Now that you are following the conversation, how do you respond to what people are saying about your client?

Crisis Management OnlineAct Quickly - Online information spreads instantly, therefore it is imperative a company act quickly to manage the crisis.

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 social media 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.

For more information visit http://btobmarketing.wordpress.com/

People are talking about your client online

Colliers International Las Vegas and LS Power

Create Compelling ContentNow 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.

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

message?

Social Networking Tips

1.Add Value2.Share Information3.Be Personal4.Ask Questions5.Don’t try to ‘Game’ the

System

Creating a Good Profile1. Use real names2. Real photos3. Keep your content personal (to an extent) and interesting 4. Use strategic keywords5. Link to your content and website

Increasing Corporate Facebook Fans

Displaying different content for fans and non-fans

This allows brands to display a “Become a Fan” incentive in an FBML box or Tab. This allows for some interesting scenarios, from displaying a simple “Thank you” to people who become Fans, to incentivizing visitors to “Become a Fan to see exclusive content/promo code/offer.”

http://infocomgroup.net/prumanuals/facebook.pdf

1. Create a 1 cell borderless table, with a fixed height and width; for example, 100px.2. Create and define a background image for that cell to the same dimensions, which contains the information you want NON-fans to see.3. Create a same-sized image that contains the information you want Fans to see and insert that into the cell.4. Use the following FBML tag to surround the cell contents -<fb:visible-to-connection><img src=”insert your image URL”></fb:visible-to-connection> .This FBML Tag only displays its content to Fans who are logged in. So what we’re actually doing here is creating a table with a background image, and then covering it up with another one IF you’re a Fan. It’s a bit of a hack, but only takes five minutes to do.Here’s some example code if you want to try it:<table width="xx" height="yy" border="0" cellspacing="0" cellpadding="0"><tr> <td background="http://www.yourdomain.com/linkto/nonfans.jpg"> <fb:visible-to-connection> <img src="http://www.yourdomain.com/linkto/fans.jpg" height="xx" width="yy" /> </fb:visible-to-connection> </td></tr></table>

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 YouTube Video

PodcastsPodcasting is a form of audio broadcasting on the Internet. You can download podcasts (audio shows) to your iPod or you can use your computer with some music software such as Windows built-in Media Player or my favorite player, Winamp, or other portable music players (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.

Guidelines for B2B contactsClick Here

“Someone who listens to a B2B podcast wants to know what the future holds and they want to hear it from experts working on real-world applications.”

Click here for more information on podcasts.

If you are not on Twitter – you should be

• Build Your Network• Engage with Your

Community• Track and Analyze• Use Tools• Avoid Spam or Twitter

Abuse (excessive tweets)

For more information click here

Click here for a Twitter Video Tutorial

Using LinkedIn as a Marketing ToolClick 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

Practicing PR on the Web

Social Media Releases engage readers with multimedia content shared via Google News and apps like Facebook, Twitter and more.

Pitchengine.com

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

How to Pitch to Bloggers

1. Read the Blog2. Comment on the Blog3. Link to their Blog on Twitter4. Send a quick personal email with a call to action5. If you have their mailing address, send them a company

brochure

How to Create a Blogger List on Cision

Facebook, YouTube and Flickr Insights Application

Suggested analytic sites

Google AnalyticsAuthority LabsTechrigy

Questions?

MM2