This document discusses modern online marketing tactics including public relations, press releases, social media, and monitoring your brand online. Public relations involves managing a company's public image through press releases about new products, clients, or awards. Press releases can be distributed through email, websites, blogs, or online newswires that are either paid or free. Social media involves participating in sites like blogs, forums, and social networks to engage with customers and promote your brand. It is important to monitor your brand online by tracking mentions of your company across sites to respond to feedback and issues.

1. Online Marketing
Modern day marketing tactics to help you reach new
customers, build your brand, and improve loyalty

2. 21st Century PR

3. What is Public
Relations?
The practice of managing the public
image of a company, organization, or
person.

4. Do I still need to write
press releases?
• Short answer, maybe.
• What are they good for?
• SEO
• Traffic
• Buzz
• Other ways to disseminate information

5. When should you write
a press release?
• Announce a new product or service
• Case studies with clients/customers
• New employees
• Awards or third party recognition

6. What to Include?
• Just text??
• Logo/Photos
• Video
• Hyperlinks
• Quotes

7. Sample Press Release
Photo,Video
Quotes
Hyperlinks

8. Sending Press Releases
• Emailing Journalists Directly
• Online Newswires
• Your Website
• Bloggers

9. Newswires
PAID FREE
• •
PRweb.com PR.com
• •
eReleases.com PRLog.com
• •
Marketwire.com 24-7pressrelease.com
• •
BusinessWire.com PRLeap.com

10. Social Media

11. Social Media

12. Word of Mouth
• Your customers are talking about you
whether you participate or not.

13. Types
• •
Blogging Social News
• •
Microblogging Podcasts
• •
Photo Sharing Online Forums
• •
Video Sharing Networking/Community
• Bookmarking

14. Rule #1
Be Human

15. Steps to Participation
• Listen
• Join
• Participate
• Create

16. Listen
• Every social network has unspoken rules
• Spamming isn’t cool
• Take time to get to know your customers

17. Join
• Where?
• What’s appropriate?
• How to maintain?
• Tips...

18. Participate
• When it’s appropriate?
• When it’s not...
• Ways to participate:
• Comment
• Bookmark
• Post News

19. Create
• Content should be appropriate to your
brand and product or service
• Blogs and social networking sites like
Facebook are a great place to start!
• Branch out to other areas as appropriate
to your audience

20. Transparency...
• Double-edged sword
• Be cautious
• Create a social media policy
http://123socialmedia.com/2009/01/23/
social-media-policy-examples/
http://gretemangroup.com/blog/index.php/
2009/01/social-media-policy/

21. Monitoring Your Brand

22. Why Should You
Monitor Your Brand?
• Motrin (cool to wear your baby?)
• Domino’s Pizza (extra toppings?)
• Dell (fiery batteries)
• Amazon.com (#amazonfail)

23. What to Monitor?
• Mentions of your company name
• Key employees’ names
• Product or Trademark Names
• Competitors Names

24. Monitoring Techniques
• RSS - Really Simple Syndication
• Google Alerts
• Technorati Blog Search
• Twitter Search
• Trackur, Backtype, other services

25. Brandon Eley
@beley
Online Marketing Inside Out
Released May 2009
www.brandoneley.com
www.kelseyads.com

26. Online Marketing Inside Out
by Brandon Eley & Shayne Tilley
Chapter 1: The Changing Face of
Marketing
Chapter 2: 21st Century Public
Relations and Media
Chapter 3: Turn Page Views into Profit
Chapter 4: Search Engine Optimization
Chapter 5: Social Media
Chapter 6: Email Marketing
Chapter 7: Affiliate Marketing
Chapter 8: Online Advertising
Chapter 9: Tying It All Together