Web, PR & Social Media
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Transcript of Web, PR & Social Media
Web, PR, and Social Media Marketing Seminar.
Introduction – Jeff Bartlett, Incisive Marketing
Website & Internet Marketing – David Moreton, Circle Interactive
Social Media for Business – Nigel Legg, Katugas Social Media Services
PR & Online Communications – Laura Tallett, Corixa Communications
Pulling the Marketing Plan Together – Jeff Bartlett, Incisive Marketing.
Questions
Lunch
Website Marketing
David MoretonJuly 2009
What do we mean by Website Marketing?
Brand Extension
Search Engine Marketing
Integration with Business Process
Brand Extension
• Attention spans are shorter online
• Create the right impression online
• Good web design is crucial
• Structure content for your users
• Provide clear paths to information
• Provide channels for interaction
Search Engine Marketing
• PPC
• SEO
• Link Building
Pay Per Click
• Google AdWords
• Pay only for clicks that bring visitors
• Monitor the traffic from these
• Put values on outcomes from this traffic
• Work out your ROI
Search Engine Optimisation
• Structure your site well
• Key Search Phrases
• Make your content relevant and interesting
• Keep adding content
• Use Google Analytics to inform decisions about your site
Link Building• Inbound links add to your Page Rank
• Links from relevant sites are worth more
• Never buy links to improve page rank
• Use blogs and social media
• Provide “linkbait” on your site
• Generate good PR
It’s hard work.
Business Process
How to build a good website
• Use a CMS (e.g. Drupal)
• Keep your content fresh
• Track what your users do
• Change things that don’t work
• Treat it as a work in progress
Summary
• Make it look good
• Make sure people can find it
• Engage with the medium
Some Useful Tools/Links
• CMS - Drupal, WordPress
• Search - Analytics, Webmaster Tools, Keyword
Tool
• PPC - Perry Marshall, Google Adwords
• SEO - Search Engine Watch, Matt Cutts
• Internet Advertising Bureau
Social Media for Marketing:
What is it and what can I do with it?
• Social Media: online media, providing the facility for communication.
• Individual or Group voice
• Expression is not restricted to professionals.
Examples• Blogs: Wordpress, Blogger, Typepad, etc.
• Forums
• Facebook: currently 200 million users; ning social networks.
• Twitter: 6 million (?) regular users.
• Flickr: photographs.
• YouTube, Vimeo: Video.
Businesses on twitter
• Dell
• Habitat (!)
• 20th Century Flicks
• The Bombay Spice
• Bath Bus Station
• Guide2Bristol
Other platforms
• MySpace
• Comments on Mainstream media
• Qik.com
• Microsoft Vine / Google Wave
• Aardvark
• Yahoo Answers
DISRUPTIVE
• Changing the way we work (the way we live??)
• Changing the way business is done.
• Affects all parts of business.
• Need to take engage.
What are people saying about you?
• Comment where the comments are.
• Use tools/services to find the comments / mentions – Twitter search; Google Alerts; Technorati search; SM2; KatugaSM2; Radian6.
• Go there – join the conversation.
• Customer service, awareness.
• Must have linked strategy.
• Consistent message.
• Use as many routes to linking with potential customers as possible.
• Routes to market – reputation cheaper than advertising.
Using Social Media
[email protected]@katugasm2.co.ukhttp://friendfeed.com/nigellegghttp://twitter.com/nigellegg07973 153047
Katugas Social Media
Laura TallettCorixa Communications
Traditional media landscape changing
• Traditional channels – print, broadcast, online• Press releases, features, articles, case studies• The newsroom – pitching stories• These all still apply…but the skills used to implement these
tactical activities need to be used via new channels….• We have moved into an era where the two way conversation is
vital• The internet has provided a platform for instantaneous
exchange and news
What is digital PR
• Another media platform and channel• Same old game, on a different playing field – we need to apply
our communications expertise online using social media marketing
• A two way street• Small targeted audiences which deliver high returns
It’s growing fast
Why do digital?
• Everyone is doing it – the President, the FT, private sector advisory companies, the Government
• 32m people in the UK (65% of adult population) are online• 76% use the internet everyday….• 19% of all advertising is now online• £46.6bn was spent online in 2007• 700,000 SMEs are using Twitter to save on marketing and
recruitment costs• 79% of small businesses shop online regularly • It’s growing so fast and there are many channels……
Media and marketing trends
• 97% journalists source story information online• 63% source all their press releases online
Marketing managers – 2009 social media marketing report• 23% have been doing digital for a few years• 44% have been implementing digital for a few months• 28% are just getting started and implementing campaigns• 4% no experience• 4% no experience but plan to• 1% no experience and no plans to
Where does it fit?
Digital – 1.1
conversation
Brand experience –
quality, engaged
Editorial – OTS, value
Direct, targeted approach - DM
Traditional advertising – volume and transparency
Why is it important for businesses
• Two way conversation with your audience• Business audiences increasingly using online forums and
business networks• Start ups/ consumers networking via online social networks• Harder to infiltrate regional media• A new vehicle for research and business insight • Natural search engine optimisation tool• Targeted audience campaign v mass marketing
The Corixa Digital offering
BlogsCorporate website (multimedia)
Prosumer sites
Podcasts / Vodcasts
Social Networks
User Generated Content sitesDirectories
Social Book Marking
Directories
Who is online?Digital native• Has grown up in the digital age• Don’t read newspapers & rarely read
magazines• Respond to audio & visual stimulation• 24/7 generation – want to be mobile• Share information, opinions and
recommendations rather than depend on media
• Selfish in consumption, spoilt by choice
Digital immigrant• Grew up before the digital age, but uses
digital in their everyday life (anyone over the age of 28!)
• Operate in the digital world in distinctly pre-digital ways, eg. tend to print documents rather than comment on screen
• Have adapted to technology but still have one foot in the pre-digital world
• Can’t media multi-task like natives can• Still refer to traditional media as well as
digital
The terminology…..what does it mean in PR?
• Blog – a weblog maintained by individual / business/ organisation to encourage interaction and discussion between people
• Podcast/ vodcast – downloadable multimedia files – itunes, You tube
• Webcasts – live interview, statement
• Social media – blogging, social networking, virtual worlds, user generated sites
Planning and getting started
• Analyse and set realistic and informed objectives• Segment the target audience(s)• Be realistic – numbers are not as high as print/ broadcast, but
highly targeted• Remember one size does not fit all – think about your
audiences• Build a theme, create a message platform• Allocate sufficient resources• Deploy tactics• Give it time – it is time intensive and may take some time to
deliver results• You need to continually feed your online tools• Evaluate results
Strategy
Output/ tactic
Digital Tactics• Blog• Podcast• Website• Social Network• UGC
Outtake / result
Result of tactics
• Profile• Buzz /
chatter• Stickiness• Interaction• Book
marked
Outcome
Audience action• Visit your website• Make
recommendation• Download info• Build loyalty• Take offline
action
Seeding, Heeding & Feeding
• Websites: tagging, social bookmarking
• Blogs: listings on blog directories (Blogcatalog / Bloghub etc), make your blog searchable by regularly updating it, create a blog role, engage with other bloggers
• Social networks: keep feeding content and having conversations
• Pod / vodcasts: list on directories, get vod and podcasts everywhere you can – on to iTunes, YouTube, Daily Motion etc
This all takes time but is worth it
The Golden rules
• Influence and not control• Engage and be part of the conversation• Be who you are – no pretence• A two way street• Commit to work and deliver• Be prepared to let go• Know when to shut down
Comms approach
• Proactive– Delivering news to your audience / customers/ influencers– RSS distribution and Search engine optimisation– Proactive tactics – blogging, webcast. Chat rooms, twitter
• Defensive/ reactive– Monitoring campaign– Internet allows the power of word of mouth to damage/
challenge a brand’s reputation– Defensive tactics – monitoring newsrooms and blogs,
virtual press office
The blog development tool
Example – small biz blog
Step two – the full network
Evaluation – measuring success
This is all very well – but how do we measure success?• Blog traffic (Technorati, Ice Rocket, Blogpulse, Webfetch)• Hits to website / registrations• Search engine positioning• Word of mouth• Savings on customer insights/ research