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Expanding Your Digital Footprint

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How to create and manage a healthy online presence in view of the web 2.0 tools that are available. How to communicate, sell, create a message and manage a brand online.

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Key Point 1 Your online footprint is made up of much more than your website and you can do a lot to enlarge this footprint.
What is my Digital Footprint? √ √
What is my Digital Footprint? √ √ √ √ √
What is my Digital Footprint? √ √ √ √ √ √
Building the Footprint • Search Engine Optimization • Paid Search Engine Advertising • Permission Marketing (E-mail, E-news) • Links and Listings • Google Maps • Online Advertising • Social Media (networks, blogs, photo/video sharing) • User-generated comment, reviews and ratings
Key Point 2 Consumer audiences are changing and that change is permanent.
A NEW Generational Blip BOOMERS: Post WW2 52 + GEN Y: Post WWW 18 - 27
A Movement Online • People are moving from traditional media to online media • Communities are formed online • These communities interact socially and create content
Key Point 3 How we communicate, consume & make decisions (online) have changed forever. Get with the program!
Social Media
What is Social Media? •Blogs •User-generated content (UGC) •Social networks / virtual worlds •Wikis •Forums, ratings, reviews •Tags / Bookmarks •RSS & Widgets •Podcasts / Vodcasts •Photo sharing
Most Common Social Media Social Networks Facebook MySpace Linkedin Blogs Blogger Wordpress Microblogs Twitter Photo sharing Flickr Video YouTube Enews Constant Contact Maps Google Maps
Social Media • Getting content on the Internet has become easy • Anyone can now create content • This user-generated content is now used to start conversations and build relationships
Stages of Social Media Acceptance
“Your own web site is your business‟s hub, but social networking sites let you create spokes to drive people back to your site.” - John Jantsch
Important Over the longer term you cannot avoid social media. If you do not create your footprint in the digital world, someone else will, and it may be your unhappy customer.
Groundswell Don‟t get too hung up on technologies:  “First, technologies change rapidly. Secondly, technologies are not the point. The forces at work are.”  “Concentrate on relationships, not technologies.”  “With the groundswell, the relationships are everything. The way people connect with each other – the community that is created – determines how the power shifts.” - Groundswell - Charlene Li, Josh Bernoff
Key Point 4 • Be strategic. What do you want the outcome to be?
Business Objective Social Medium Research, Collaboration Twitter Blogs Social Network Brand Building Blog Facebook Page Enews YouTube Video Announcements Twitter Facebook/Linkedin Status Update E-news YouTube Video Promotion Online Advertising Blog Enews Twitter Web Traffic Increase Search Engine Advertising Blog Links Comments on other blogs and sites
Key Point 5 Adapt your online approach to grow and manage a healthy online footprint.
Foster a Relationship
Offer Something for Free
Leave a Comment çç çç
Elicit Reviews and Feedback
Elicit Reviews and Feedback
Monitor What is Being Said Search for your business on a search engine:
Sell through Relationships çç
Sell through Relationships • People buy through friends‟ endorsements • Good service = good online press • Selling through “free” • Soft sell • Sell through being helpful
Consistent Messages • What are your key messages? • Short and long description • Define the key words • Consistency
Managing Your Image Online
Managing Your Image Online • Your Visual Image: Photos, Logos, Spacing, Layout, Fonts • Content: Word choice, Style, Personality • Values, Vision, Mission • Consistent with your Brand
How do I start?  Set objectives and measurable goals.  Analyze your audiences. What are their web preferences?  Choose a place to start and try it out.  Social media is learned through doing it.  Beauthentic and enter into a relationship with integrity. (You cannot be a phony)
http://www.diigo.com/list/digitaldaisy/socialmedia
Contact applecore.com @acinteractive applecoreinteractive.blogspot.com search „Applecore Interactive‟ Wilma Hartmann: wilma@applecore.com
Contact digitaldaisy.com @digital_daisy digitaldaisy.blogspot.com search „Digital Daisy‟ Wilma Hartmann: wilma@digitaldaisy.com

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Expanding Your Digital Footprint

  • 1.
  • 2. Key Point 1 Your online footprint is made up of much more than your website and you can do a lot to enlarge this footprint.
  • 3. What is my Digital Footprint? √ √
  • 4. What is my Digital Footprint? √ √ √ √ √
  • 5. What is my Digital Footprint? √ √ √ √ √ √
  • 6. Building the Footprint • Search Engine Optimization • Paid Search Engine Advertising • Permission Marketing (E-mail, E-news) • Links and Listings • Google Maps • Online Advertising • Social Media (networks, blogs, photo/video sharing) • User-generated comment, reviews and ratings
  • 7.
  • 8. Key Point 2 Consumer audiences are changing and that change is permanent.
  • 9. A NEW Generational Blip BOOMERS: Post WW2 52 + GEN Y: Post WWW 18 - 27
  • 10. A Movement Online • People are moving from traditional media to online media • Communities are formed online • These communities interact socially and create content
  • 11. Key Point 3 How we communicate, consume & make decisions (online) have changed forever. Get with the program!
  • 13. What is Social Media? •Blogs •User-generated content (UGC) •Social networks / virtual worlds •Wikis •Forums, ratings, reviews •Tags / Bookmarks •RSS & Widgets •Podcasts / Vodcasts •Photo sharing
  • 14. Most Common Social Media Social Networks Facebook MySpace Linkedin Blogs Blogger Wordpress Microblogs Twitter Photo sharing Flickr Video YouTube Enews Constant Contact Maps Google Maps
  • 15. Social Media • Getting content on the Internet has become easy • Anyone can now create content • This user-generated content is now used to start conversations and build relationships
  • 16. Stages of Social Media Acceptance
  • 17. “Your own web site is your business‟s hub, but social networking sites let you create spokes to drive people back to your site.” - John Jantsch
  • 18. Important Over the longer term you cannot avoid social media. If you do not create your footprint in the digital world, someone else will, and it may be your unhappy customer.
  • 19. Groundswell Don‟t get too hung up on technologies:  “First, technologies change rapidly. Secondly, technologies are not the point. The forces at work are.”  “Concentrate on relationships, not technologies.”  “With the groundswell, the relationships are everything. The way people connect with each other – the community that is created – determines how the power shifts.” - Groundswell - Charlene Li, Josh Bernoff
  • 20. Key Point 4 • Be strategic. What do you want the outcome to be?
  • 21. Business Objective Social Medium Research, Collaboration Twitter Blogs Social Network Brand Building Blog Facebook Page Enews YouTube Video Announcements Twitter Facebook/Linkedin Status Update E-news YouTube Video Promotion Online Advertising Blog Enews Twitter Web Traffic Increase Search Engine Advertising Blog Links Comments on other blogs and sites
  • 22. Key Point 5 Adapt your online approach to grow and manage a healthy online footprint.
  • 25. Leave a Comment çç çç
  • 26. Elicit Reviews and Feedback
  • 27. Elicit Reviews and Feedback
  • 28. Monitor What is Being Said Search for your business on a search engine:
  • 30. Sell through Relationships • People buy through friends‟ endorsements • Good service = good online press • Selling through “free” • Soft sell • Sell through being helpful
  • 31. Consistent Messages • What are your key messages? • Short and long description • Define the key words • Consistency
  • 33. Managing Your Image Online • Your Visual Image: Photos, Logos, Spacing, Layout, Fonts • Content: Word choice, Style, Personality • Values, Vision, Mission • Consistent with your Brand
  • 34. How do I start?  Set objectives and measurable goals.  Analyze your audiences. What are their web preferences?  Choose a place to start and try it out.  Social media is learned through doing it.  Beauthentic and enter into a relationship with integrity. (You cannot be a phony)
  • 36. Contact applecore.com @acinteractive applecoreinteractive.blogspot.com search „Applecore Interactive‟ Wilma Hartmann: wilma@applecore.com
  • 37. Contact digitaldaisy.com @digital_daisy digitaldaisy.blogspot.com search „Digital Daisy‟ Wilma Hartmann: wilma@digitaldaisy.com