1. Extending & Strengthening Brands Online Michael Weiss March 2009

2. Michael Weiss Internet Strategy, Marketing and Development Founded imagistic in 1997 Clients include CPK ACLU Estee Lauder First 5 LA Technicolor Hollywood.com 3. Agenda Web 2.0 Tool Sets User Generated Content Social Networking Fatigue Social Media Blog Influencers Conversation Monitoring Content Traditional Media = Monologue Social Media = Dialogue 4. Web 2.0 Too many definitions Changes from 1.0 to 2.0 Britannica Online Wikipedia Stickiness Syndication Personal Web Sites Blogs Publishing Participation Ofoto Flickr Email Twitter 5. Web 2.0 Tool Sets User Generated Content First lets search for it www.google.com Lets quickly discuss Google and how it works SEO How Social Media Helps Linking The Cool Kids Theory SEM When to pay for clicks 6. Web 2.0 Tool Sets User Generated Content Commenting IMDB Ratings Hollywood.com Reviews Rotten Tomatoes Blogs WordPress Social Sites Facebook MySpace 7. Social Networking Sites Facebook links your past 276 million uniquesDo you really want to broadcast this? LinkedIn is your present 37 million membersGreat business tool Twitter is your future 1.5 million Tweets a dayThe current killer app http://www.social-cache.com/2009/02/facebook-linkedin-twitter-past- present-and-future Why people choose to visit online social sites: Who likes me? Is everything okay? How can I become more popular? What's new? I'm bored, let's make some noise Seth Godin, March 24, 2009 8. Social Media Social Media Marketing = Word of Mouth = Awareness Social media marketing is harnessing that media to drive conversation, build awareness and spark word of mouth around a brand, individual or particular subject matter. 9. Social Media Find those consumers Listen to them Amplify their voice Engage them with the information and content they're asking for. Zicam is focusing on the word Cold and following it on Twitter; then they are hitting people with coupons 10. Social Media Your audience is living in the new media space On Social Networks (Myspace, Facebook, LastFM) Sharing and Bookmarking sites (Digg, Stumbleupon) Opinion and voting sites UGC and video sites (YouTube, DailyMotion) And a variety of communities and blogs targeting niche interests. 11. Social Media The Good New Band Chickenfoot Wikipedia Facebook MySpace Mahalo The Noise Board Word Press Industry Blogs/Sites UltimateGuitar.com Van Halen News Desk 12. Social Media The Bad According to a recent study by the Society for New Communications Research, 59% of consumers use social media to vent their frustrations about service experience, and research other consumers experience with service before dealing with them. Example: The Tax Club Google Results 13. Social Media The Ugly Leann Rimes Caught on a Security Camera Her Blog He states on Twitter I Love My Wife! The Blogosphere Allie Is Wired play by play LaineyGossip 70k uniques/month Perez Hilton 242 M global page views/month Just Jared 51 M global page views/month 14. Social Media Blog Influencers These people will become your best friends There are blogs for every topic Find the top 10 and get to know them A mention on an influential blog can do wonders for your brand And its basically free marketing! 15. Social Media Conversation Monitoring Blogs, Boards, Forums They are talking about you Find them Get into the conversation Influence it Control it This is a daily activity 16. Content Your content is a living thing As you spread the word through many channels it is critical your content is well written, concise and consistent. When you broadcast your message on many channels you are in fact extending and strengthening your brand. It is crucial that all of your outlets support each other and create the sense of an integrated and consistent image. 17. Content Its a Conversation Marketing on the web used to be pushing content to your audience, hoping they would read it, consider, select, purchase , use, and recommend. Now, online marketing is a conversation between you and your audiences. User generated content, regardless if you like it or not, is now part of your content strategy. And with that, comes the responsibility to manage it. 18. Content - Management Managing content has become an everyday activity. Managing content has become a responsibility. There are tools that can help you do this Content Management Systems Software As a Service Installed Open Source The Good, The Bad, The Ugly 19. Conclusion Social Networking = Bad Community = Good Take control of your content Accept the fact that people are talking about you So be careful about what you say and how you say it. Any Questions?