online recipes for success: tasty ways to use strategy and online tools to grow your brand online
Post on 10-Sep-2014
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DESCRIPTION
Like cooking, marketing your brand online is an act of love without any strict guidelines. Web marketers must improvise, use the ingredients they have on hand and focus on who they are 'cooking' for.This presentation, originally given at the IS Conference 2009 in Houston, TX, was dedicated to the curious and the hungry geeks out there.TRANSCRIPT
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From Pancakes to Peanut Brittle
Katie [email protected] www.schipul.com/happykatie
Maggie [email protected]
www.schipul.com/magsmac
Online Recipes for Success
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Web marketing is not an exact Science
(like cooking)^
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‘Cookery is not Chemistry. It is an art. It requires instinct and taste rather than exact measurements.’
Marcel Boulestin
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Our Menu
✓ 5 delicious Online Recipes
✓ Stories to inspire your kitchen
✓ A doggie bag full of good ideas
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PancakesInternet
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✓ LISTEN!
✓ Established voice and response platform
✓ The magic words (‘I’m sorry’ or ‘Thank you’)
✓ Discover unexpected opportunity
Pancake ingredients
Vent offline, make lemonade online
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So about that listening...
www.google.com/alerts Email updates for your company
name and keywords
http://alerts.yahoo.com Yahoo! alerts you of any occurrences
of defined terms and names
www.technorati.com Email updates for your company
name and keywords
http://search.twitter.com Search Twitter for what’s being
said about you
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Further tasty monitoring tools
www.socialmention.com Real time Social Media alerts
(FREE)
www.viralheat.com Compile networks and
related key phrases
www.scoutlabs.com Reputation management - with collaborative elements
http://personas.media.mit.edu Review your personal brand equity
through great visuals
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A little chair called Bumbowww.flickr.com/groups/bumbofun/
www.youtube.com/watch?v=7DkWjqilINQ
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Stone SoupDigital
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Stone Soup ingredients
✓ Strong relationships
✓ Trust
✓ Established online presence
✓ A library card (or Amazon account)
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Stir your audience into your Story
www.intensedebate.com
www.polldaddy.com
www.polleverywhere.com
www.chipin.com
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Naked no more with Threadless
http://twitter.threadless.com Vote on Tweets about Threadless
tees!
www.threadcakes.com Bake cakes with Threadless shirt
designs, vote and WIN!!!www.vimeo.com/threadless Weekly Community video update
and announcements
www.threadless.com/quote2win Comment contests through Facebook
video giveaways
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CupcakesCommunity
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Take care of your people.
Marketing success
Community love
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Cupcake ingredients
✓ A company that cares
✓ Pro-active responders
✓ Creative playfulness
✓ Hero making missions
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Who is your Audience?
???????????? ????????????
????????????
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Let the playing begin!
www.threadbanger.com/post/12723
www.squarespace.com/iphone
/www.flickr.com/photos/cybertoad/3211981392/
www.twitter.com/houstonzoo
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Personal Brands add up
23 employees13,982 followers
19 personal sites4,782 page views
25 on Facebook650 visits
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Meet LUSH Cosmetics
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ChiliDigital
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Chili ingredients
✓ Offline mojo
✓ The new life cycle
✓ Fun interactive stuff
✓ A solid home base
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BEFORE the big eventwww.facebook.com
Tried and true connective network, great for events too!
www.eventbrite.com Easy and clean event promotion,
registration and payment
www.google.com/documents Secure and collaborative document
sharing space - no more frantic emails!
www.mailchimp.com Great (free) email marketing tool
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DURING the big event
www.flickr.com Tried and true connective network,
great for events too!
www.eye.fi On-the-spot photo uploading - flash
them on the big screen!
What’s your hashtag?
www.twitter.com Update your audience on what’s
happening, find out where the parties are
Get your LIVE BLOGGERS!Allow your audience and Community to
document for you!
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AFTER the big eventwww.facebook.com
Don’t forget to follow up!
www.slideshare.net Post your slides and other info - have
video or audio, do that too!
www.youtube.com + www.vimeo.com Upload your footage, interviews and
presentations!
http://www.youtube.com/watch?v=Jfn9pzgtkc0
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www.flickr.com/photos/37183619@N00/1574355240/
Never underestimate the power of...
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Meet Culintro
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Peanut BrittleStrategic
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Peanut brittle ingredients
✓ NUTS (of all kinds)
✓ Sweet tooth for the good stuff
✓ Open (strategic) mind for all the rest
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Different kinds of nuts
✓ Raving Fans:
✓ Clients
✓ Extended ‘Family’
✓ Employees
✓ Non-Believers:
✓ Competitors
✓ Jerks
✓ Former clients
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So my point is...
1. Message 4. Plot
2. Conflict 3. Characters
They are ALL part of your Story
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Track your Comments
www.backtype.com Follow and promote
comments about YOU
www.intensedebate.com Forum-like comment threads and user
profiles to follow!
www.scoutlabs.com Reputation management - with collaborative elements
www.convotrack.com Sidebar to aggregate comments
on content from all over
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Track your Tweets
http://search.twitter.com Old school Twitter search
and monitoring
www.twitalyzer.com What are your RT-ers influence and
footprints like?
http://bit.ly Shorten your URLs and revel in the
handy built-in statistics!
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Find your happy placeFind your Happy Place.
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✓ Persona development
✓ Set up your tools
✓ Response strategy
✓ Identify your Heroes + Raving Fans
✓ 2 ways you can play with your audience?
Doggie bag
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A review of our Menu
✓ Online marketing is an experimental blend
✓ Connect the offline and online world
✓ Stir in the good with the bad, it’s all gravy
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Cooking is like Love. It should be entered into with
abandon or not at all.Harriet Van Home
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Thanks for cooking with us!
Katie Laird + Maggie McDonaldSchipul - The Web Marketing Companywww.schipul.com // www.tendenci.com (281) 497.6567
Katie details:Blog: www.happykatie.com Twitter: www.twitter.com/happykatie
Maggie details:Blog: www.magsmac.com Twitter: www.twitter.com/magsmac
Find these slides on Slideshare: www.slideshare.net/happykatie
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Thanks to our amazing photographers!
• Slide 1:• Heart Book: www.flickr.com/photos/mizzel/3661566009/• Four Bowls: www.flickr.com/photos/10229241@N04/2210869771/• Fire Chef: www.flickr.com/photos/liberato/2275622210/
• Slide 2:• Chemistry Lab Wall: http://www.flickr.com/photos/odreiuqzide/3817113176/
• Slide 3:• Cooking Table: http://www.flickr.com/photos/h_is_for_home/3588626853/sizes/l• Knife and Fork: http://www.flickr.com/photos/79649916@N00/2140222017/• Blue Pizza Oven: http://www.flickr.com/photos/smcgee/2223976433/in/set-72157617018994796/• Woman with Soup: http://www.flickr.com/photos/79649916@N00/2140222017/• Panda Pan: http://www.flickr.com/photos/49503124519@N01/2224102244/• Shopping List: http://www.flickr.com/photos/h_is_for_home/2575745569
• Slide 4:• Woman Eating Repeat: Page not found• Girl with Candy Apple: http://www.flickr.com/photos/31686852@N00/491924792/• Boy with Watermelon: http://www.flickr.com/photos/50635359@N00/121984304/
• Slide 5:• Waiter Drinking Real Wine: http://www.flickr.com/photos/pedrosimoes7/169983321/sizes/l/
• Slide 6:• Veselka Pancakes: http://www.flickr.com/photos/51035735481@N01/44199003/• Maple Pancakes: http://www.flickr.com/photos/66576488@N00/3785678542/
• Slide 7:• Mixing Bowl: http://www.flickr.com/photos/10229241@N04/3755834806/• Ricotta Pancakes: http://www.flickr.com/photos/87955432@N00/282085602/• Robots Pancakes: http://www.flickr.com/photos/71447254@N00/3307512768/
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Thanks to our amazing photographers!• Slide 10:
• Lit Mac: www.flickr.com/photos/86451170@N00/468460396/• Pen and Paper: www.flickr.com/photos/97351704@N00/325752626/• Pink Spiral: www.flickr.com/photos/40645538@N00/398992111/• Orange Telephone: www.flickr.com/photos/13522901@N00/64027565/
• Slide 12:• Toddlers in Chairs: www.flickr.com/photos/ianturk/2154922331
• Slide 13:• Variety Sliced Fruit in Juice: www.flickr.com/photos/50502690@N00/2664957782/• Grapefruit in Juice: www.flickr.com/photos/51035555243@N01/2927355093/• Sliced Lemon: www.flickr.com/photos/40645538@N00/3405897312/
• Slide 14:• Soup and Sandwich: http://www.flickr.com/photos/29596200@N00/226319598/• Beer and Soup: http://www.flickr.com/photos/51035614490@N01/688744356/• Chilled Borscht: http://www.flickr.com/photos/43091542@N00/2830422052/
• Slide 15:• Onion Soup: http://www.flickr.com/photos/84117831@N00/56448145/• Kale: http://www.flickr.com/photos/10229241@N04/3026045835/
• Slide 19:• Carrot Cupcakes: http://www.flickr.com/photos/48600074651@N01/501789057/• Lemon Cupcakes: www.flickr.com/photos/santos/127892227/in/set-1078546/• Cupcake Girl: www.flickr.com/photos/66081320@N00/3630603284/
• Slide 21:• Heart Cupcakes: http://www.flickr.com/photos/13041737@N08/2207710404/• Hello Kitty Cupcake: http://www.flickr.com/photos/48600074651@N01/5051865/• Strawberry Cupcake: http://www.flickr.com/photos/48600074651@N01/4338481/
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Thanks to our amazing photographers!• Slide 27:
• Black Bean Chili: http://www.flickr.com/photos/43905767@N00/3261743489/• Chili with Hot Sauce: http://www.flickr.com/photos/29831438@N00/34243279/• Veggie Chili: http://www.flickr.com/photos/28328627@N03/3395174338/
• Slide 28:• Tomato: http://www.flickr.com/photos/67499195@N00/2909778692/• Peppers: http://www.flickr.com/photos/97551727@N00/1972975591/• Hello Kitty Doll: http://www.flickr.com/photos/62274271@N00/2391556686/
• Slide 32:• Thank you M&Ms: http://www.flickr.com/photos/37183619@N00/1574355240
• Slide 34:• Chocolate Cake: http://www.flickr.com/photos/galant/3295376624• Peanuts with Spatula: http://www.flickr.com/photos/foodchronicles/2120263951• Peanuts Close Up: http://www.flickr.com/photos/mezuni/3127150903/
• Slide 35:• Cereal Bar: http://www.flickr.com/photos/43091542@N00/2185558804/• Squirrel: http://www.flickr.com/photos/84136479@N00/974094092/• Spices: http://www.flickr.com/photos/10934572@N00/3300238326/
• Slide 36:• Guy in Crowd: http://www.flickr.com/photos/rogerss1/3296910183/• Large Crowd: http://www.flickr.com/photos/leecullivan/519240547/
• Slide 40:• Star Cookies with Sprinkles:www.flickr.com/photos/safetyparachute/304323700/• Cake with Icing: http://www.flickr.com/photos/53529921@N00/3193412107/• Happy Star Cookie: http://www.flickr.com/photos/41754875@N00/1996389857/
• Slide 41:• Smile Cookie: http://www.flickr.com/photos/infatuated/2363688502/sizes/l/