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

nigel.legg@katugas-research-services.co.uknigel.legg@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