10 Easy Ways to Promote Yourself Online

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10 Easy Ways to Promote Yourself Online. Joanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Twitter: joannejacobs Phone: (+44) 07948 318 298. Scope of the presentation. Key questions for digital strategy Common misconceptions Overview of tools - PowerPoint PPT Presentation

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  • 10 Easy Ways to Promote Yourself OnlineJoanne Jacobs Social Media Expert Consultant Email: joanne@joannejacobs.net Twitter: joannejacobs Phone: (+44) 07948 318 298

  • Scope of the presentationKey questions for digital strategyCommon misconceptionsOverview of tools Styles of online engagementPromotion versus advertisingNext steps

    Joanne Jacobs, November 2010

  • Key questions for digital strategyWhat 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

  • Social media misconceptionsSocial media will help sell more widgetsA facebook page is a way of getting new supportersTwitter should be used for press release messagesYour CEO should be bloggingCommunity management can be done by young peopleLarge 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

  • HOWEVER

    There are exceptions to every rule. Where social media is implemented appropriately it can:enhance brand awarenessdevelop supporter loyaltyassist in market researchfurther understanding of issues

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

  • Overview of methodsWebsiteBlogsSocial networksBusiness networksShort messaging systems (eg: twitter)Rich media resourcesSocial bookmarksProfessional network wikiAnswers.com and other Q&A toolsActive listening (engaging with 3rd party communities, etc)

    Joanne Jacobs, November 2010

  • 1. WebsiteDestination venue with discrete URL Accessed through links and search, so must be SEO friendly Websites are used to:access contact information and client case studiesprofile health providerslink to ALL digital assets

    Joanne Jacobs, November 2010

  • 2. BlogsRun 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/staff Use research to inspire blog topics

    Joanne Jacobs, November 2010

  • 3. Social networksFacebook, 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 advocatesRun a customer service channelDrive traffic to their websites

    Joanne Jacobs, November 2010

  • 4. Business networksLinkedIn, Plaxo, professional communities and groups. Business networks enable CV promotion and connections between like minded professionals. Business networks are used to:Recruit staffExhibit professional authorityCommunicate with suppliers/clients in groupsTarget business questions to serious individuals.

    Joanne Jacobs, November 2010

  • 5. Real time messaging/publishingTwitter, 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 activitiesEngage with existing customersFind new customers

    Joanne Jacobs, November 2010

  • 6. Rich media resourcesYouTube, 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 channelCapture responses to events and campaigns as part of a reporting or promotional activityLiven up static sites

    Joanne Jacobs, November 2010

  • 7. Social bookmarkingDigg, 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/servicesAggregate resources on area of expertise or items of interest to ones communityVote up/down interesting content.

    Joanne Jacobs, November 2010

  • 8. Professional network wikiMediawiki, PBWorks, Socialtext, Sharepoint, etc Can be either membership-oriented or open networks Professional network wiki are used to:aggregate knowledge about the sectordiscuss issuescollate information based on skills/experience

    Joanne Jacobs, November 2010

  • 9. Answers sitesCrowdsourced questions and answers Obvious opportunity to increase search engine ranking Answers.com style sites are used to:Demonstrate knowledgeAccess new clientsCombat misinformation online

    Joanne Jacobs, November 2010

  • 10. Active listeningVisiting 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 clientsDiscover trends in health issuesLearn about new treatments

    Joanne Jacobs, November 2010

  • Engaging onlineEngagement has a series of manifestations:Responding to queriesConversing with customers/contactsActive listeningDealing with negativity/conflictFacilitating change in communitiesImage source: http://www.flickr.com/photos/bensonkua/2743081060/

    Joanne Jacobs, November 2010

  • Engaging onlineRESPONDING 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 CareIrena Vaksman (Dentist)

    Joanne Jacobs, November 2010

  • Engaging onlineCONVERSING 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)

    Joanne Jacobs, November 2010

  • Engaging onlineKEYWORD 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

    Joanne Jacobs, November 2010

  • Engaging onlineDEALING 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

    Joanne Jacobs, November 2010

  • Engaging onlineFACILITATING 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/

    Joanne Jacobs, November 2010

  • Promotion vs AdvertisingAdvertising 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 environmentsImage source: http://www.flickr.com/photos/33678919@N07/4929463083/

    Joanne Jacobs, November 2010

  • Next stepsEstablish 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

  • Questions?

    Joanne JacobsSocial Media Expert ConsultantEmail: joanne@joannejacobs.netBlog: http://joannejacobs.net/Twitter: joannejacobsSkype: bgsbjjSkype-in: (+44) 0208 144 9348Mob: (+44) 07948 318 298

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