This document provides information on various topics related to online marketing and social media including: 1. It discusses different types of blogs like those for big business, small business, entertainment, personal use, and mainstream media. 2. It then covers the benefits of blogging for organizations including lowering communication barriers, raising profile online, engaging in debates, and communicating changes quickly. 3. The document also discusses podcasting and its benefits like being accessible anytime and anywhere, using it for targeting audiences, and using it for various types of content like education, marketing, and entertainment.

2. Will on blogging

7. Examples
Big business Fastlane, General Motors
Small business English Cut
Trashy entertainment PerezHilton.com
Personal Any MySpace page
Mainstream media Guardian Unlimited blogs
Photo blogs Brighton Daily Photo
Audio blogs iinovate
Video blogs tv.winelibrary.com

10. Case study: Performancing

11. Benefit No.1
Lower communication barriers and foster useful,
valuable dialogue between the echelons of your
organisation and your important stakeholders

12. Benefit No.2
Enormously raise your organisation's profile online
(potentially way beyond scale)
due to the extremely search engine-friendly nature of
blogs

13. Benefit No.3
Engage in, influence and contribute to crucial debates
and opinions about your market, services, products and
company brand…
(especially amongst the 'early adopting' opinion formers
and key influencers)

14. Benefit No.4
Communicate changes that affect your organisation in
an extremely quick, low hassle, high technology way
to a global audience

15. Benefit No.5
Do all of this before (or better than) your competitors

16. Brucey bonus benefit?
_ Are any of you doing this yet?
_ What will all of this do to perceptions
of you / your organisation?

17. Key characteristics
_ ‘Posts’ inc. date; time; title; permalink; categories
_ Include other media e.g. pics, audio, animation etc
_ Reverse chronological order
_ Authentic tone of voice
_ Open: comments and trackbacks for dialogue
_ Widgets
_ Offer various channels: RSS, email
Back to examples for quick reminder . . .

18. Blog publishing tools
Enterprise / More powerful
Consumer / Faster-to-start

19. RSS

20. To listen…
1. Set up a blogroll of relevant known blogs to monitor
2. Set up custom RSS feeds to search for your search
terms
3. Read the authoritative bloggers daily (or more)
4. Read comment threads
5. Monitor the key online communities in your market

21. Critical

22. CRITICAL!
Principles of the blogosphere
1. Offer value
2. Be fair
3. Link to those that disagree
4. Disclose your position / interests
5. Tap the hivemind

23. Blogging – practical next
steps
1. Start your own blog straight away
3. Start planning your blogging initiatives (standalone
or incorporated into existing websites)
5. In a bigger organisation, talk to legal, PR and
management about a corporate blogging policy

24. Group exercise: 20 mins
Choose one of your organisations, and together
create a loose plan of how that organisation can
harness the POWER of blogging!
Consider:
What are the business objectives for doing this?
Who is the target audience and why?
Who will create the content?
What type of content will you include?
You will present your ideas to the group

25. Phil on podcasting

26. What is podcasting?

28. What are the benefits?
_ Whenever; wherever
_ Subscription = targeting
_ At your convenience
_ Alternate distribution model
_ No need to be connected
_ Easy fresh content
_ Low cost
_ Personality/Brand
_ Rapid adoption of MP3

30. What kind of content can
you have on a podcast?
_ Music videos
_ Radio programmes
_ News & media reports
_ Advertising clips
_ Education tutorials
_ Interviews

31. Versatile – lots of examples
_ Education
_ Advocacy
_ Marketing/PR
_ News
_ Music
_ Entertainment
_ Public Services

32. How could I use this in my
business?
_ Seminar recordings
_ Alternative to standard internal communication
_ Interactive element of e-newsletter
_ In-house training tutorials
_ Online PR
_ Demonstrations – especially video podcasts

33. Discussion
Ideas on how you might use this in an organisation?

34. Will on SEO

35. SEO

36. Off-page
Another chip shop
Onpage
Chip shop

39. Tried and tested
_ Meet web standards and accessibility guidelines
_ Be content rich and fresh
_ Write on-topic (therefore keyword-rich)
_ Develop backlinks
_ Publish search engine friendly URLS
http://www.nixonmcinnes.co.uk/evaluate-us/what-our-clients-s
www.netmag.co.uk/reviews/default.asp?pagetypeid=2&articlei

40. Strengths?
Weaknesses?

41. Killer content
Image: H Dickins, Flickr

42. Why give things away?
There are no secrets on the web.
(Pull….don’t push.)

43. Boing Boing, a four-person operation that bills itself as a directory of wonderful things,
is on track to gross an estimated $1 million in ad revenue this year. The digital-media
news site PaidContent.org, headquartered in the second bedroom of a Santa Monica
apartment, is set to post even more than that. - CNN

44. Sony Bravia: case study
Th e B ra via s old out in th e UK a nd th e a d h a s b e e n downloa de d from th e S ony we b s ite ne a rly 20,000 time s in e ig h t we e ks .
More th a n 3m uniq ue us e rs vis ite d th e S ony we b s ite a nd th e y a ls o downloa de d S ony b ra nde d c onte n t s uc h a s s c re e n
s a ve rs , p h otos a nd th e a udio tra c k from th e a d.

45. _ ‘How to’ tutorial content - “10 ways to”
_ Calculators & tools
_ White papers & reports
_ Aggregation of focused content (‘legwork’)
_ A meeting place…

46. Discussion
_ What can we give that is valuable?
_ What would we like to get back in return?

47. Help your content travel
Rule 4 from The 16 Rules of Social Media Optimization

48. Help your content travel
Rule 4 from The 16 Rules of Social Media Optimization

49. Linkbait
_ Discuss term ‘linkbait’

50. Creative commons
You can use CC to change your copyright terms from
"All Rights Reserved"
to
"Some Rights Reserved."

51. Josh on online branding

53. Questions, questions . . .
_ What is your favorite online brand?
_ What is it that impresses you about it?
_ How would you rate YOUR online brand?
_ Why?
_ Does it match with the offline?

54. What is branding anyway?

55. What is branding to you?
_ Logo
_ Typography
_ Images
_ Colour palettes
_ Music
_ People
_ Tone of voice
_ Personality
_ ????

56. What is the value of a
successful online brand
No different to offline
Remember your website will contribute to . . .
_ brand loyalty
_ name awareness
_ perceived quality
_ brand associations
_ competitive advantage
_ effectiveness of marketing campaigns
_ ease of brand extensions

57. Limitations for a brand
online
_ user accessibility
_ size of screen
_ ease of navigation
_ lengthy download times for graphics (or worse, if they
be disabled by audience computer settings?)
_ fonts that are not available online and will have to be
imbedded as a graphic (this then can have a negative
impact on your SEO)
_ colours that can’t be reproduced faithfully online

58. Opportunities for a brand
online
_ animation
_ audio
_ pop ups
_ way-finding through images
_ clever navigation devices
_ interaction
_ dialogue

59. Why it’s important to get it
right?
_ Confusion of message
_ Lost message
_ Inconsistency across media channels
_ Print’s poor relation in terms of time and budget

60. Who does it really well?

61. Even super-brands get it
wrong?

62. Using the web to reposition
a brand

64. Will on online social
networking

65. Provide a meeting place
(or play park)
Photo: joelf from Flickr

66. Discuss: online social
networks
_ What are they?
_ Let’s list them

67. Examples
_ MySpace (etc) – consumer & broad
_ LinkedIn – business
_ Cork’d & bottletalk – wine
_ Rupture – World of Warcraft video game
_ Islandoo – Channel 4 ‘Shipwrecked’
_ SecondLife – virtual world
_ del.icio.us
_ UpComing.org – events
_ Flickr – Photo sharing

69. What you (typically) give
_ Ability to meet
‘add’ people and create groups
ratings
_ Ability to express self
User profiles with lots of customisation
Embed rich media
_ Ability to share
Sitemail (an ‘inbox’)

71. What you (typically) get
_ Attention from that audience
Valued by your organisation – a channel
Valued by advertisers
Valued by that others in that audience
_ Intelligence from that audience
Feedback
_ Revenues
Subscriptions
Advertising revenues

72. 1. DREAM! If you could build any online community,
what would it be about?
2. Why will people enjoy using it?
3. What benefits will you, its owner, derive?
Or
7. Which online social networks can your organisation
harness?
8. Develop a loose plan for engaging here

73. Will on lead generation

74. Discuss leads
_ What do we mean?
_ What does your organisation view as a lead?
_ Do they differ in quality?
_ Who generates leads online already?
_ Why is online strong for lead generation?

75. Channels in harmony
Email marketing
Pay Per Click advertising (or SEO)

76. Pay Per Click

78. Key variables
_ Budgets
- Cost Per Click
- Total budget
_ Key words
_ Ad text
_ CTR
_Quality Score

79. Setting up AdWords
_ Simple
_ Quick
_ Aimed at ‘Mom and pop businesses’

80. What is a ‘landing page’?
1. http://www.cardellmedia.co.uk/marketing15.html
2. http://www.melcrum.com/services/topic_alerts/source_sm/in
3. http://www.golfgroove.com/
4. http://www.77agency.com/sm/search_marketing.aspx?77tad

81. Influential variables
Let’s brainstorm the things that affect conversion

82. A/B testing

83. A/B testing

84. Email’s two sisters
_ Email postcard
_ Email newsletter

85. Email newsletter examples

86. Email postcard examples

87. Email marketing systems
_ Who here uses what?
_ What are they?
_ Shapes and sizes

88. ‘Must have’ features
_ Store data (addresses, messages, reports)
_ Personalisation features
_ Good HTML editor
_ Timed mailout
_ Import/export from/to CSV
_ API for integration with other systems

89. Email marketing systems

90. Major players

91. Exercise
_ Devise a lead generation campaign for one of your
organisations
_ Create a compelling theme or offer
_ Consider the major elements of the campaign that will
maximise effectiveness

92. Core principles
What are they??
Lets work them out together . . .

93. Ending slides…

94. Don’t let them say ‘no’

95. Ozymandias
I met a traveller from an antique land,
Who said--"Two vast and trunkless legs of stone
Stand in the desart....Near them, on the sand,
Half sunk a shattered visage lies, whose frown,
And wrinkled lip, and sneer of cold command,
Tell that its sculptor well those passions read
Which yet survive, stamped on these lifeless things,
The hand that mocked them, and the heart that fed;
And on the pedestal, these words appear:
My name is Ozymandias, King of Kings,
Look on my Works, ye Mighty, and despair!
Nothing beside remains. Round the decay
Of that colossal Wreck, boundless and bare
The lone and level sands stretch far away."