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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 Moreton
     July 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.
Using Social Media

• Must have linked strategy.
• Consistent message.
• Use as many routes to linking with potential
  customers as possible.
• Routes to market – reputation cheaper than
  advertising.
Katugas Social Media



nigel.legg@katugas-research-services.co.uk
nigel.legg@katugasm2.co.uk
http://friendfeed.com/nigellegg
http://twitter.com/nigellegg
07973 153047
Laura Tallett
Corixa 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 s ocial me dia marke ting re port
•   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
                                          Directories
Corporate
website               Blogs
(multimedia                            Social Book Marking
)



                                             Social
                                            Networks

                 Podcasts / Vodcasts


 Prosumer
 sites                                   User Generated
                    Directories           Content sites
Who is online?
D ig it a l n a t iv e
•   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


D ig it a l im m ig r a n t
•   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
The terminology…..what does it mean in
                PR?
 •   B lo g – a weblog maintained by individual / business/ organisation to
     encourage interaction and discussion between people

 •   P o d c a s t / v o d c a s t – downloadable multimedia files – itunes,
     You tube

 •   W e b c a s t s – live interview, statement

 •   S o c ia l m e d i a – 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       Outtake / result   Outcome



Dig ital Tactics     Re s ult of        Audie nce action
•   Blog                tactics         •   Visit your website
                     • Profile          •   Make
•   Podcast                                 recommendation
                     • Buzz / chatter
•   Website                             •   Download info
                     • Stickiness
•   Social Network                      •   Build loyalty
                     • Interaction
                                        •   Take offline action
•   UGC              • Book marked
Seeding, Heeding & Feeding
•   W e b s it e s : tagging, social bookmarking

•   B lo g s : listings on blog directories
    (Blogcatalog / Bloghub etc), make your blog
    searchable by regularly updating it, create a blog
    role, engage with other bloggers

•   S o c ia l n e t w o r k s : keep feeding content
    and having conversations

•   P o d / v o d c a s t s : 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
•   P r o a c t iv e
     – Delivering news to your audience / customers/ influencers
     – RSS distribution and Search engine optimisation
     – Proactive tactics – blogging, webcast. Chat rooms, twitter



•   D e f e n s iv e / r e a c t iv e
     – 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

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Web, PR & Social Media

  • 1. Web, PR, and Social Media Marketing Seminar.
  • 2. 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
  • 3. Website Marketing David Moreton July 2009
  • 4. What do we mean by Website Marketing? Brand Extension Search Engine Marketing Integration with Business Process
  • 5. 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
  • 6. Search Engine Marketing • PPC • SEO • Link Building
  • 7. 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
  • 8. 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
  • 9. 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.
  • 11. 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
  • 12. Summary • Make it look good • Make sure people can find it • Engage with the medium
  • 13. 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
  • 14. Social Media for Marketing: What is it and what can I do with it?
  • 15. • Social Media: online media, providing the facility for communication. • Individual or Group voice • Expression is not restricted to professionals.
  • 16. 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.
  • 17. Businesses on twitter • Dell • Habitat (!) • 20th Century Flicks • The Bombay Spice • Bath Bus Station • Guide2Bristol
  • 18. Other platforms • MySpace • Comments on Mainstream media • Qik.com • Microsoft Vine / Google Wave • Aardvark • Yahoo Answers
  • 19. 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.
  • 20. 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.
  • 21. Using Social Media • Must have linked strategy. • Consistent message. • Use as many routes to linking with potential customers as possible. • Routes to market – reputation cheaper than advertising.
  • 24. 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
  • 25. 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
  • 27. 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……
  • 28. Media and marketing trends • 97% journalists source story information online • 63% source all their press releases online Marketing managers – 2009 s ocial me dia marke ting re port • 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
  • 29. Where does it fit? Digital – 1.1 conversation Brand experience – quality, engaged Editorial – OTS, value Direct, targeted approach - DM Traditional advertising – volume and transparency
  • 30. 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
  • 31. The Corixa Digital offering Directories Corporate website Blogs (multimedia Social Book Marking ) Social Networks Podcasts / Vodcasts Prosumer sites User Generated Directories Content sites
  • 32. Who is online? D ig it a l n a t iv e • 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 D ig it a l im m ig r a n t • 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
  • 33. The terminology…..what does it mean in PR? • B lo g – a weblog maintained by individual / business/ organisation to encourage interaction and discussion between people • P o d c a s t / v o d c a s t – downloadable multimedia files – itunes, You tube • W e b c a s t s – live interview, statement • S o c ia l m e d i a – blogging, social networking, virtual worlds, user generated sites
  • 34. 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
  • 35. Strategy Output/ tactic Outtake / result Outcome Dig ital Tactics Re s ult of Audie nce action • Blog tactics • Visit your website • Profile • Make • Podcast recommendation • Buzz / chatter • Website • Download info • Stickiness • Social Network • Build loyalty • Interaction • Take offline action • UGC • Book marked
  • 36. Seeding, Heeding & Feeding • W e b s it e s : tagging, social bookmarking • B lo g s : listings on blog directories (Blogcatalog / Bloghub etc), make your blog searchable by regularly updating it, create a blog role, engage with other bloggers • S o c ia l n e t w o r k s : keep feeding content and having conversations • P o d / v o d c a s t s : 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
  • 37. 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
  • 38. Comms approach • P r o a c t iv e – Delivering news to your audience / customers/ influencers – RSS distribution and Search engine optimisation – Proactive tactics – blogging, webcast. Chat rooms, twitter • D e f e n s iv e / r e a c t iv e – 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
  • 40. Example – small biz blog
  • 41. Step two – the full network
  • 42. 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