1. Web 2.0
MM
2
Mastering
Web 2.0 for
Your Clients
Spring Training
2009

2. Overview
Web 2.0
•Integrating Social Media into your Clients
Marketing Plan
•Selling Social Media and Web 2.0
•Strategic Planning
•How to Use the Tools
Spring Training
2009

3. Introduction
I. What We Are Going to Cover Today
• The shift in marketing over the last 5 years
• How do you reach your customers today?
• The Balancing Act of Marketing in a New Era – Using an
integrated approach
• The power of public relations
• Spreading the word through grassroots marketing
• What are you doing online?
• Leveraging Web 2.0 to Engage Customers and Build Your
Brand
• How to formulate your budget

4. How do you sell social media to
a CFO?
•Provide hard facts
•Create brand ambassadors who
market for free
•Social media is here to stay
•Initiatives of your competitors
How to sell social media to •Present the CFO with consumer
skeptics click here feedback about their company on the
Web
Click Here for more information

5. Corporations are ready to
engage
Corporate executives do get it,
but they need to overcome some major
hurdles
Number One Obstacle is Education
• Find relative case studies that
demonstrate the results they want
Speak Their Language
•Companies are complex and managed by
key value pairs like: Objectives-
YouTube Video
Achievements, Investments-
Return, Strategy - Execution

6. Creating a Corporate
Social Media Campaign
1. Identify client objectives 5. Analyze the results
2. Determine target 6. Determine what
audience and where to places, spaces and tools
find them need to be used
3. Establish success criteria 7. Prioritize action items
4. Monitor and track online 8. Share your findings
conversation about your
For more information Click Here
client

7. Find Your Target Audience
Use Google Blog
Search to find blogs
that cover topics related
to your client‟s industry
and subscribe in your
reader
This allows you to stay
on top of current trends
and follow what people
are saying about your
client

8. • Create a Google Alert for Key Search
Words: Las Vegas Commercial Real
Estate, Colliers International
• Tweetbeep.com Keep track of
conversations that mention your client and
their company with hourly updates!

9. There are a variety of tools to help you
monitor the conversation
Technorati Blog Search Engine
boardreader.com allows users to search
multiple message boards simultaneously
Search.twitter.com helps you filter all the real-
time information

10. Now that you are following the
conversation, how do you
respond to what people are
saying about your client?

11. Crisis Management Online
Act Quickly - Online information spreads
instantly, therefore it is imperative a company act
quickly to manage the crisis. For more information visit
http://btobmarketing.wordp
ress.com/
Have a Team of Social Media Specialists - Devise a
plan with a team that is familiar with social media
and will know how to use social media to address
the issue or problem in a proactive manner.
Keep a Constant Communication Flow -
Communication must be consistent to be effective.
Be Transparent - Transparency is useful in
gaining trust in social media. It allows an audience
to connect with an organization during a time of
crisis.

12. People are talking about your
client online
Colliers International Las Vegas and LS Power

13. Create Compelling Content
Now that you have found your audience, what do
you want to tell them?
It is our job as PR practitioners to
become consumers of information. We
must have our finger on the pulse on
the type of information the target
audience is consuming and looking for
to understand how to best make the
client relevant.
It is our job to serve as aggregators for
information around a topic or industry
and as aggregators be able to
incorporate the clients story in to the
overall thoughts of the industry.

14. What places, spaces and tools need to be
used for communicating your client‟s
message?

15. Social
Networking
Tips
1. Add Value
2. Share Information
3. Be Personal
4. Ask Questions
5. Don‟t try to „Game‟ the
System

16. Creating a Good Profile
1. Use real names
2. Real photos
3. Keep your content personal (to an extent) and interesting
4. Use strategic keywords
5. Link to your content and website

17. Increasing Corporate Facebook
Fans 1. Create a 1 cell borderless table, with a fixed
Displaying different content for
height and width; for example, 100px.
fans and non-fans 2. Create and define a background image for
that cell to the same dimensions, which
contains the information you want NON-fans to
This allows brands to display a see.
“Become a Fan” incentive in an FBML 3. Create a same-sized image that contains the
information you want Fans to see and insert
box or Tab. This allows for some that into the cell.
interesting scenarios, from displaying 4. Use the following FBML tag to surround the
a simple “Thank you” to people who cell contents -
<fb:visible-to-connection><img src=”insert your image
become Fans, to incentivizing visitors URL”></fb:visible-to-connection> .
This FBML Tag only displays its content to Fans who are logged in.
to “Become a Fan to see exclusive So what we‟re actually doing here is creating a table with a
background image, and then covering it up with another one IF you‟re
content/promo code/offer.” a Fan. It‟s a bit of a hack, but only takes five minutes to do.
Here‟s some example code if you want to try it:
<table width=quot;xxquot; height=quot;yyquot; border=quot;0quot; cellspacing=quot;0quot;
cellpadding=quot;0quot;><tr> <td
http://infocomgroup.net/prumanual background=quot;http://www.yourdomain.com/linkto/nonfans.jpgquot;>
<fb:visible-to-connection> <img
s/facebook.pdf src=quot;http://www.yourdomain.com/linkto/fans.jpgquot; height=quot;xxquot;
width=quot;yyquot; /> </fb:visible-to-connection> </td></tr></table>

18. Is your website mobile-friendly?
• With the increase in mobile devices that
support internet browsing, the number of
websites popping up geared for mobile
devices will likely increase dramatically in
the next few years. Along with them, these
mobile websites should continue to grow to
fit the user‟s expanding needs.
• Think about the sort of information your
mobile customers might want –
directions, search, contact
information, latest news, business hours?
Nevada Mobile Websites
For more information click here YouTube Video

19. Guidelines for B2B contacts
Podcasts Click Here
Podcasting is a form of audio broadcasting on
“Someone who listens to a
the Internet. You can download podcasts (audio
B2B podcast wants to know
shows) to your iPod or you can use your
what the future holds and they
computer with some music software such as
want to hear it from experts
Windows built-in Media Player or my favorite
working on real-world
player, Winamp, or other portable music players
applications.”
(iPod competitors) such as Creative Zen or
iRiver. It really doesn‟t matter, as long as you
have some way to play music on your computer
you will be able to listen to podcasts.
Click here for more information on
podcasts.

20. If you are not on Twitter – you
should be
Click here for a Twitter Video Tutorial
• Build Your Network
• Engage with Your
Community
• Track and Analyze
• Use Tools
• Avoid Spam or Twitter
Abuse (excessive tweets)
For more information click here

21. Using LinkedIn as a Marketing Tool
Click Here for a LinkedIn
Video Tutorial
Ask for advice.
LinkedIn’s newest product, LinkedIn
Answers, allows you to broadcast your
business-related questions to both your
network and the greater LinkedIn network.
The premise is that you will get more high-
value responses from the people in your
network than more open forums.
LinkedIn Applications
Click Here for More
Information

22. Practicing PR on the Web
Social Media
Releases engage
readers with
multimedia content
shared via Google
News and apps like
Facebook, Twitter
and more.
Pitchengine.com

23. What if you could get
tomorrow‟s newspaper
today?
Twitter is a great resource for media
contacts and news leads and Muck
Rack is another great resource that
helps you track short messages on
Twitter written by the journalists

24. How to Pitch to Bloggers
1. Read the Blog
2. Comment on the Blog
3. Link to their Blog on Twitter
4. Send a quick personal email with a call to action
5. If you have their mailing address, send them a company
brochure

25. How to Create a Blogger List on
Cision

26. Suggested analytic sites
Google Analytics
Authority Labs
Techrigy
Facebook, YouTube and
Flickr Insights Application

27. Questions?
MM
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