This document discusses strategies for harnessing the internet to promote a business through search engine optimization, social media engagement, content creation and collaboration. It provides tips on blogging, podcasting, photos/videos, profiles and engagement tools like Twitter, Facebook and LinkedIn to build relationships and visibility online. Content should be optimized for keywords and regularly published to engage customers and drive traffic. Analytics tools help monitor engagement and the business's online presence.

1. Harness the Internet
John Jantsch
www.ducttapemarketing.com

2. Being found vs. hunting
 Search and social media
 An optimized online presence
 Merge content with engagement

3. Being found vs. hunting
 67% over 65 use search engines
 80% of the 34-64 read online reviews.
 90% said they would avoid a hotel
with a bad review.
source: Nielsen/Netratings

4. Landscape of online marketing
 Content optimization
 Engagement optimization
 Management optimization
 Collaboration

5. Content optimization
 Blog
 Podcast
 Photos
 Videos
 Online PR
 Social profiles
 Local profiles

6. Content optimization

7. Blog and Podcast
 Blog
Easy to add content, search results
WordPress.org
 Podcast
Interview influencers, journalist
Skype, Libsyn, Audio editing

8. Why Blog
 Content
 Interaction
 Networking
 Community
 Search

9. Blogging in 3 steps
1) Monitor – bloglines.com
2) Comment
3) Blog

10. Blogging software
Wordpress.org
Wordpress.com
Typepad.com
Blogger.com
Tumblr
Posterous

11. Blogging software
• Wordpress.org
• Wordpress.com
• Typepad.com
• Blogger.com

12. Blogging best practices
 Read blogs
 Post often
 Use keywords in titles
 Network
 Encourage community
 Link out

13. Podcasting
 Audio files
iTunes syndication
 Content creation
 Journalist cred

14. Podcasting toolbox
SkypeIn with Call Recorder
 Garage Band to edit
Libsyn to host
 Casting Words for transcripts

15. Photos and Video
 Photos
Products, customers, staff
Flickr, Picasso (tagged)
 Videos
Testimonials, success stories
YouTube, Viddler, Vimeo (optimized)

16. Photos and Video

17. Photos and Video

18. Photos and Video

19. Online PR and Profiles
 Online PR
Announcements, News
PitchEngine, PRWeb (social links)
 Profiles
Google profile, social profile,
communities (brand optimized)
GoogleMaps, LinkedIn, BX

22. RSS content creation
 Read and research
 Repurpose
 Automate
 Create content
 Filter and aggregate

23. RSS
Tools
•Google news

24. Tools
•Google reader

25. Tools
•Google calendar
•Feedburner

26. Tools
•del.icio.us
•tagging
•Feedburner

27. Engagement optimization
 Social networks
 Widgets
 Syndication
 Customer content
 Community
 Monitoring
 Analytics

28. Engagement optimization

29. Social Networks
 twitter
search leads, discover, customer service
 Facebook
Groups, Fan Pages
 LinkedIn
Groups, staff, Questions

31. Twitter for Business

32. What is twitter?

35. Some basic stuff
 Tweet
 Handle
 Follow
 Replies
Retweet
 DM
 Avatar
Hashtag

36. twitterimage.com

37. Why use it?
Strategy – 1-to-1 or 1-to-many
 Customer service
 Reputation management
 Event promotion/extension
 Product/service promo
 Network and partner
 Internal pipe - yammer

38. Who do I follow?
Strategy – less is or more is
Twellow.com
Mr tweet
Twubble
 Just Tweet It
search.twitter
 follow or no follow
 auto DM

40. Managing it all
more than 1 account - groups
tweetdeck
Seesmic desktop
 Destroy twitter
Nambu
twitterberry
tweetie

43. Misc tools
tweetpic
twitturly
tweetbeep
tweetlater
twiddeo

44. Questions
www.johnjantsch.com/TwitterforBusiness.pdf

45. Management optimization
 setting up radars – Google Alerts
 integration – twitter tools
 3rd party tools – seesmic desktop

46. Radars
 Customer experience
 Brand mentions
 Competition
 Accuracy
 Media stalking

47. Radar types
 Google alerts
Search.twitter
tweetbeep.com
Boardtracker.com
Backtype.com

49. Collaboration in the Digital Age
“No one can whistle a symphony. It takes
a whole orchestra to play it.”
- H.E. Luccock

50. Your network
 prospects
 customers
 partners
 providers
 staff

51. Prospects - tools
 rate and review - jskit
 public customer service – twitter
 comments – wordpress, disqus

52. Customers - tools
 success stories – youtube, audioacrobat
 peer2peer panels –GoToMeeting,
Glance.net
 advisory board – basecamp
 survey - surveygizmo

53. Partners - tools
 workshop – Glance.net,
GoToMeeting,CastingWords,
Slideshare
podcast – skype, libsyn, audacity
blog network - wordpress

54. Providers - tools
 project management – Central Desktop
 collaborative review - colaab
 file sharing – box.net, dropbox

55. Staff - tools
 brainstorm - mindmeister
 operations manual – Central Desktop wiki
 email management – Email Center Pro
 communication – jott, meebo, Yammer

56. Collaboration toolbox
www.mindmeister.com/maps/show_public/12213323

57. Duct Tape Resources
www.ducttapemarketing.com