Download - 10 Easy Ways to Promote Yourself Online

Joanne Jacobs, November 20101

10 Easy Ways to 10 Easy Ways to Promote Yourself OnlinePromote Yourself Online

Joanne JacobsSocial Media Expert ConsultantEmail: [email protected]: joannejacobsPhone: (+44) 07948 318 298


Scope of the presentationScope of the presentation

• Key questions for digital strategy• Common misconceptions• Overview of tools • Styles of online engagement• Promotion versus advertising• Next steps


Key questions for digital strategyKey questions for digital strategy

• What do you want to achieve online?

• Who are your audiences?• How do they want to

engage with you?• How much time do you

have to respond to audiences?

Image source: http://www.flickr.com/photos/valeriebb/3006348550/

04/20/23Joanne Jacobs, November 2010

Social media misconceptionsSocial media misconceptions

• Social media will help sell more widgets

• A facebook page is a way of getting new supporters

• Twitter should be used for press release messages

• Your CEO should be blogging

• Community management can be done by young people

• Large numbers of followers is proof of your value as a social media master companyImage source:

http://mashable.com/wp-content/uploads/2009/03/o_rly.jpg

04/20/23Joanne Jacobs, November 2010

HOWEVERHOWEVER

There are exceptions to every rule….

Where social media is implemented appropriately it can:

– enhance brand awareness– develop supporter loyalty– assist in market research– further understanding of issues

Image source:

http://www.flickr.com/photos/gunjankarun/2641352297


Overview of methodsOverview of methods

1. Website2. Blogs3. Social networks4. Business networks5. Short messaging systems (eg: twitter)6. Rich media resources7. Social bookmarks8. Professional network wiki9. Answers.com and other Q&A tools10. Active listening (engaging with 3rd party communities, etc)


1. Website1. Website

• Destination venue with discrete URL

• Accessed through links and search, so must be SEO friendly

• Websites are used to:– access contact information and client

case studies– profile health providers– link to ALL digital assets


2. Blogs2. Blogs

• Run on Wordpress, Typepad, Blogger, etc.

• Blogs enable sharing your expertise while feed aggregation can be useful to focus attention

• Blogs are used to:– Profile authors (Need bloggers to be

people, not faceless voices)– Write posts that ask for feedback and

inspire engagement (Need to inspire responses/comments)

– Enable/encourage cross posting of all blog content on other linked interest blogs, or among stars/staffUse research to inspire blog topics


3. Social networks3. Social networks

• Facebook, MySpace, specialist networks (such as Gurgle, BookArmy), niche communities such as Ning groups.

• Networks enable sharing of updates, likes, images and media.

• Businesses use social networks to:– Develop a community of advocates– Run a customer service channel– Drive traffic to their websites


4. Business networks4. Business networks

• LinkedIn, Plaxo, professional communities and groups.

• Business networks enable CV promotion and connections between like minded professionals.

• Business networks are used to:– Recruit staff– Exhibit professional authority– Communicate with suppliers/clients in

groups– Target business questions to ‘serious’

individuals.


5. Real time messaging/publishing5. Real time messaging/publishing

• Twitter, Friendfeed, Google Buzz.

• Real time messaging enables conversations, fast promotion of alternative content, and quick responses to issues as-they-happen.

• Businesses use real time messaging to:– Promote events, blogs and activities– Engage with existing customers– Find new customers


6. Rich media resources6. Rich media resources

• YouTube, Vimeo, 12Seconds, Audioboo, Flickr, etc.

• Rich media sites are designed to showcase images, video content, audio content, etc.

• Businesses use rich media sites to:– Engage audiences with a traditional

media-like content channel– Capture responses to events and

campaigns as part of a reporting or promotional activity

– Liven up static sites


7. Social bookmarking7. Social bookmarking

• Digg, Reddit, Delicious, StumbleUpon, etc.

• Bookmarks are used as a means of curating resources relevant to an individual, business or network, as well as a simple promotion utility.

• Businesses use social bookmarks to:– Promote new content/products/services– Aggregate resources on area of expertise

or items of interest to one’s community– Vote up/down interesting content.


8. Professional network wiki8. Professional network wiki

• Mediawiki, PBWorks, Socialtext, Sharepoint, etc

• Can be either membership-oriented or open networks

• Professional network wiki are used to:– aggregate knowledge about the sector– discuss issues– collate information based on

skills/experience


9. Answers sites9. Answers sites

• Crowdsourced questions and answers

• Obvious opportunity to increase search engine ranking

• Answers.com style sites are used to:– Demonstrate knowledge– Access new clients– Combat misinformation online


10. Active listening10. Active listening

• Visiting bulletin boards, forums, niche social networks

• Enables access to new clients and asserts authority (in the manner of answers sites)

• Active listening is designed to:– Access new clients– Discover trends in health issues– Learn about new treatments


Engaging onlineEngaging online

Engagement has a series of manifestations:– Responding to queries– Conversing with

customers/contacts– Active listening– Dealing with negativity/conflict– Facilitating change in

communitiesImage source: http://www.flickr.com/photos/bensonkua/2743081060/



• RESPONDING TO QUERIES: This needs to be triggered by alert systems and searches on keywords.

Image source: http://www.flickr.com/photos/70554893@N00/4284764493/

CASE STUDY:BT Care

Irena Vaksman (Dentist)



• CONVERSING WITH CUSTOMERS/CLIENTS: This means listening and responding, and taking an interest in the lives of those people. Not broadcasting.

Image source: http://www.flickr.com/photos/nostri-imago/2866399803/

CASE STUDY:Kerry@DELLDIRECTTV

(Local) H& R Block(tax agents)



• KEYWORD SEARCH: searches on keywords and engagement on social sites other than your own branded assets.

Image source: http://www.flickr.com/photos/danielduende/30444390/

CASE STUDY:Boardtracker



• DEALING WITH NEGATIVITY & CONFLICT: Need to ensure that responses to negative feedback are appropriate.

Image source: http://www.flickr.com/photos/sylvar/3054077849/

CASE STUDY:Nestle and Greenpeace campaign ;Kevin Smith & South West Airlines



• FACILITATING CHANGE: Change can be a result of mergers & acquisitions, adoption of new technologies, changes in staffing etc. Social media can be used to collect info about problems in processes & put minds at ease about new co-workers.

Image source: http://www.flickr.com/photos/spursfan_ace/2328879637/


Promotion vs AdvertisingPromotion vs Advertising

• Advertising is 1-way communication, informing about products and services

• Promotion is often 2-way communication, offering information and incentives for ongoing engagement

• While advertising online can be successful, promotion is more suited to online environments

Image source: http://www.flickr.com/photos/33678919@N07/4929463083/


Next stepsNext steps

1. Establish what you want to achieve

2. Establish schedule for contribution to online promotion

3. Research best practice in use of online media

4. Create content and engage online in accordance with your schedule

5. Measure, review and improve

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Questions?Questions?

Joanne JacobsSocial Media Expert ConsultantEmail: [email protected]: http://joannejacobs.net/Twitter: joannejacobsSkype: bgsbjjSkype-in: (+44) 0208 144 9348Mob: (+44) 07948 318 298

Download - 10 Easy Ways to Promote Yourself Online

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