10 Easy Ways to Promote Yourself Online

1. 10 Easy Ways to Promote Yourself Online Joanne JacobsSocial Media Expert ConsultantEmail: joanne@joannejacobs.netTwitter: joannejacobsPhone: (+44) 07948 318 298 Joanne Jacobs, November 2010

2. Scope of the presentation • Key questions for digital strategy • Common misconceptions • Overview of tools • Styles of online engagement • Promotion versus advertising • Next steps Joanne Jacobs, November 2010

3. Key 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/ Joanne Jacobs, November 2010

4. Social 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 company Image source:http://mashable.com/wp-content/uploads/2009/03/o_rly.jpg

5. HOWEVER 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

6. Overview of methods • Website • Blogs • Social networks • Business networks • Short messaging systems (eg: twitter) • Rich media resources • Social bookmarks • Professional network wiki • Answers.com and other Q&A tools • Active listening (engaging with 3rd party communities, etc) Joanne Jacobs, November 2010

7. 1. 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 Joanne Jacobs, November 2010

8. 2. 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 Joanne Jacobs, November 2010

9. 3. 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 Joanne Jacobs, November 2010

10. 4. 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. Joanne Jacobs, November 2010

11. 5. 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 Joanne Jacobs, November 2010

12. 6. 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 Joanne Jacobs, November 2010

13. 7. 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. Joanne Jacobs, November 2010

14. 8. 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 Joanne Jacobs, November 2010

15. 9. 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 Joanne Jacobs, November 2010

16. 10. 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 Joanne Jacobs, November 2010

17. Engaging online Engagement has a series of manifestations: • Responding to queries • Conversing with customers/contacts • Active listening • Dealing with negativity/conflict • Facilitating change in communities Image source: http://www.flickr.com/photos/bensonkua/2743081060/ Joanne Jacobs, November 2010

18. Engaging online • RESPONDING TO QUERIES: This needs to be triggered by alert systems and searches on keywords. CASE STUDY: BT Care Irena Vaksman (Dentist) Image source: http://www.flickr.com/photos/70554893@N00/4284764493/ Joanne Jacobs, November 2010

19. Engaging online • CONVERSING WITH CUSTOMERS/CLIENTS: This means listening and responding, and taking an interest in the lives of those people. Not broadcasting. CASE STUDY: Kerry@DELL DIRECTTV (Local) H& R Block(tax agents) Joanne Jacobs, November 2010 Image source: http://www.flickr.com/photos/nostri-imago/2866399803/

20. Engaging online • KEYWORD SEARCH: searches on keywords and engagement on social sites other than your own branded assets. CASE STUDY: Boardtracker Joanne Jacobs, November 2010 Image source: http://www.flickr.com/photos/danielduende/30444390/

21. Engaging online • DEALING WITH NEGATIVITY & CONFLICT: Need to ensure that responses to negative feedback are appropriate. CASE STUDY: Nestle and Greenpeace campaign ; Kevin Smith & South West Airlines Image source: http://www.flickr.com/photos/sylvar/3054077849/ Joanne Jacobs, November 2010

22. Engaging online • 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. Joanne Jacobs, November 2010 Image source: http://www.flickr.com/photos/spursfan_ace/2328879637/

23. Promotion 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/ Joanne Jacobs, November 2010

24. Next steps • Establish what you want to achieve • Establish schedule for contribution to online promotion • Research best practice in use of online media • Create content and engage online in accordance with your schedule • Measure, review and improve Joanne Jacobs, November 2010

25. Questions? Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Blog: http://joannejacobs.net/ Twitter: joannejacobs Skype: bgsbjj Skype-in: (+44) 0208 144 9348 Mob: (+44) 07948 318 298