Web 2.0 - Discover the Top 10 Strategies to Market Your Company & Build Personal

Brands on the Internet

Legal Marketing AssociationApril 2, 2009

Jay BerkowitzJay@TenGoldenRules.com

561-620-9121

Career Highlights

• Developed ‘Live’ campaign used in 208 countries

• Managed largest territory in country. Promotion increased sales 34%

• Developed internet sales and marketing strategy, sold first integrated deal

• Created 4 of 6 ‘Hall of Fame’ banners• Launched Atkins Diet Online, 22 diets overall

• Wrote Ten Golden Rules for DMA July ‘03• Launched TenGoldenRules.com in 2003

• Marketing Consultants• Drive more visits to your site• Convert the visits to sales• Strategy, Creative, Affiliate Management,

Landing Pages, Search, Blogs, Optimized PR

What is TenGoldenRules.com?

Recent MediaWall Street Journal

Recent MediaFOX TV Tech Bytes

Web 2.0 - What is it?

“In the simplest terms it's the phrase being applied to 'the second coming' of the internet. Dot-com investors are partying like it's 1999 … getting everybody talking about the internet once more and its increasing relevance to our lives.”

“Web 2.0 is a bit of a catch-all which covers a broad range of new online services, user-generated content, communities and social networking tools. The phrase also refers to the creation of far greater levels of interactivity.”

Silicon.com

Web 2.0 is a phrase coined by O'Reilly Media in 2004 to refer to a …second-generation of Internet-based services that let people collaborate and share information online in new ways — such as social networking sites, wikis, and communication tools.

http://www.oreillynet.com (Tim)

Web 3.0 - Wikipedia

Web 3.0, a phrase coined by John Markoff of the New York Times in 2006, refers to a supposed third generation of Internet-based services that collectively comprise what might be called 'the intelligent Web'—such as those using semantic web, microformats, natural language search, data mining, machine learning, recommendation agents, and artificial intelligence technologies —which emphasize machine-facilitated understanding of information in order to provide a more productive and intuitive user experience.

The Semantic Web is an evolving extension of the World Wide Web in which the semantics of information and services on the web is defined, making it possible for the web to understand and satisfy the requests of people and machines to use the web content

Bintro Match

# 1 – ‘User Generated Content’ MySpace

Alexa Rank 6Google Page

Rank 9/10

YouTube – 100 Million Views/Day!The #2 Search Engine!

LinkedIn Groups – A Great Way to build real relationships in Social Networks

Facebook Fan Pages – Visible to Non-Members, Index in the Search Engines, eMail Sign Up

Trend • Self expression, ‘my page’, music, video• YouTube, Flickr, CraigsList Up and Comer• Facebook.comStrategies and Actions • Personal Brand – Facebook, LinkedIn, Join the

Conversation! QIK streaming• Your Company – Online Recruiting, How-To

Videos, Facebook Fan Pages,

# 1 – ‘User Generated Content’

#2 Micro Communications - Twitter

Micro Marketing

The Three E’s of Social Media - Educate

The Three E’s - Entertain

The Three E’s - Engage

Tweet Deck - Great Tool for Managing Twitter

Trend • Shorter attention span• Shorter MessagingUp and Comer• TwitterStrategies and Actions • Personal Brand – Protect your @ name and your

company, Listen First!, Follow, DM, @, • Your Company – Monitor your brand and key

phrases on search.Twitter.com or TweetDeck, Customer Service, The Three E’s

# 2 – ‘Micro Communications’ - Twitter

# 3 – Free ToolsGoogle Analytics

Google Page Rank

5/10

5,640 Pages Indexed ‘read’

by Google

Site Age Dec 1, 1998

20,724 Links TO the site

SEO Quake

Google Page Rank

6/10

4,370 Links TO the site

Megan McKeon

SEO Quake

Google Page Rank

5/10

797 Pages Indexed ‘read’

by Google

Linda Ficano

SEO Quake

Google Page Rank

4/10

206 Links TO the site

Gail LaMarche

SEO Quake

SEO Digger finds 3,982

results on the first two pages

of Google

Free Golden Tool

Trend • Google Analytics, SEO Quake, SEO Digger,

Google OptimizerStrategies and Actions • Personal Brand – Track your blog or website

• Company – Site traffic, Source, Exit, Bounce, Review customers or competitors with Compete, SpyFu and SEOQuake

# 3 – Free Tools

SSeeaarrcchh

™™

Trend #4

292 workers 292 workers compensationcompensation

388388 medical medical malpracticemalpractice

230230 slip and fall slip and fall lawyerslawyers199 personal injury199 personal injury

115 new york lawyers 115 new york lawyers 8484 new york auto new york auto accident attorneysaccident attorneys

Free Search “PR”‘Natural’ or ‘Organic’72% Prefer Left Side

Keyword Research - Searches from WordTracker or Keyword Discovery

How many links TO a site

TenGoldenRules has 4,979 Links TO

the site

View Source Reveals Meta Tags

“Blended” Search Results – be sure to name videos and images with target keyword phrases

Google Web Search Results for “New York Construction Accident Lawyer”

#1 in local #2 and 3 in web

for webpage and PR

Reputation Management

• Website

• Blog

• Twitter

• Podcast

• Pubcon

(Reputation Management / Personal Brand)

Trend • Search!• The Player - GoogleStrategies and Actions • Personal Brand – Content and Links to your blog• Company – Build content, links in directories and

relevant, important sites, meta tags, name videos, images and news with keyword phrases, map listings, reputation management

# 4 – Search Engine Optimization!

# 5 – Pay Per Click

# 5 – Pay Per Click - Local

Dynamic Keyword Insertion{KeyWord: Injury Attorney}

• Website Optimizer

Landing Page Performance + 44%

Trend • Search!

• The Player - GoogleStrategies and Actions • Personal Brand – Personal PPC

• Company – Develop Campaigns, Test keywords, bid rates, ad copy, offers, landing pages, keyword insertion, local, daypart

# 5 – Pay Per Click

Long Tail - Why the Future of Business is Selling Less of More

Chris Anderson

• Amazon can ‘stock’ considerably wider inventory than a traditional book or music store which only has room for classics and bestsellers.

Best Sellers

Sales

The Long Tail

Lawyer’s Long Tail

Trend • Selling Less of More• Internet opens up self-publishing, independent

musicThe Players• Amazon, eBay, iTunesStrategies and Actions • Your brand – ‘Write that Book!’, comments!,

Amazon Reviews• Your company – Long Tail Search, long tail

commerce

# 6 – LongTail

# 7 – Open Architecture / Widgets ‘Blidget’

Trend • Programmers allowed to add to code (Linux)• Direct to the DesktopThe Players• MAC, Facebook, GoogleStrategies and Actions • Your brand – get widgetized, create a widget• Company – Develop Applications, Go straight to

desktop, Develop a Facebook application, Create a Blidget

# 7 – Open Architecture / Widgets

Trend • Weekly 1 hour podcasts subscribe on iTunes• Daily Source Code, For Immediate Release,

Daily Search Cast, That Affiliate Thing, Lost Podcast, Grapeline

• Radio style show… where you want it… when you want it. At work, on the treadmill, on the commute

# 8 –Podcasts and Blogs

Podcast.TenGoldenRules.com

Podcasts are Still in their Infancy

• Pew Research Study• Downloads up 300% since ’06• More podcasts than radio stations

– 19% have downloaded a Podcast – 27% 18-29 have downloaded

• University courses

– 28% with Hi-Speed have downloaded

• Millions of web competitors• Only 20-30 Podcast competitors!

Blogs!

Trend • Weekly 1 hour podcasts subscribe on iTunes• For Immediate Release, Daily Search Cast, That

Affiliate Thing, Lost Podcast, GrapelineThe Players• BlogTalkRadio, Adam Curry, Shel Holtz, Legal

Marketing PodcastsStrategies and Actions • Personal Brand – Up for a Podcast, Blog?• Your Company – WordPress Blog with your own

Domain, Podcasts, Videocasts

# 8 –Podcasts and Blogs

#9 PR 2.0

Add Keywords to Headline and Subhead

Boca Raton Animal Rescue Team assists in Hurricane Katrina Relief Efforts

Hurricane relief donations are requested to assist animal recovery missions

Add Keyword Phrases to First paragraph, middle and end

Add Release to Site

Add Release to PR Web

Great Results!

• PR efforts raised over $20,000!• 1800 Pet Meds donated the meds!• Local vets donated time and services!• Forever homes located for the rescued dogs!!!• Efforts repeated in Wilma and other disasters!

34 Searches per day (Google)

326,000 results

HARO – HelpAReporterOut.com

Trend

• Paradigm Shift News Online!

• Players – Google, PR Web

Strategies and Actions

• Personal Brand – PR Speaking and News

• Your Company – Select 3 Phrases, Add to Site First, PR Web, HARO

# 9 – PR 2.0

1. Be You Own Brand Manger

• Develop your brand marketing plan.

• How are you going to promote your brand? How are you going to take it to the next level?

• Set specific, measurable goals

2. Determine Your USP • What makes you

Distinctive?• How can you enhance

your unique skills • I determined my USP

was a combination of brand and online

• I wrote “The Ten Golden Rules of Internet Marketing” which shaped my life

3. Follow your passion!

• Where do you like to hang out

• What do you love to read?

• Create your content in an area that you really care about

http://garyvaynerchuk.com/2008/09/11/execute-on-being-you/

4. Listen “Listening is my first

move in starting to understand social media. Go and read blogs. Go visit Twitter.com and more importantly search.twitter.com, and see what people are saying. Read comments on people’s blogs and see which ones seem to get any response. Search using Google and Technorati.com, and start listening to conversations that are out there.”

Chris Brogan

5. Embrace Your Inner Author

• Create unique content. • Write a blog. Write a

book or a free eBook • Submit articles to

industry publications. • Create a website. • Build great content on

Facebook and LinkedIn

6. Build Your Net• Set a goal to make a

few quality connections • Give to Get• Ask about them • Add new contacts and

follow up • Be my friend!• Safety Net

7. Volunteer to Shine

• Volunteer to develop new skills

• Work in a comfort zone then push yourself

• Enhance a skill through freelance opportunities. Guru, e-Lance and BINTRO offer an opportunity for you to sell personal assets that might not be part of your current job but can be on your future resume!

Missy Ward winner of the ShareASale Pay It Forward Award!

8. Innovate to Lead • Test new

technologies. Take a free trial.

• Report on how new tools they work on your blog.

• Position yourself as an early adopter and soon people will be asking you about the next big thing!

• 9. Entrepreneur

• Entrepreneur is a verb • I wish I started earlier

in my career. • Employers look to hire

people who have managed their own business

• No barriers to starting. • Start selling products

as an affiliate CJ, LinkShare, or Share-A-Sale.

10. Speak Up!

• The biggest differentiator for my career

• Toastmasters • Volunteered for the

social committee at work and the charity association

• Presentation Zen • Practice makes

perfect!

Trend • Build your Partner’s Brands• Carve out a niche for your firmStrategies and Actions • Personal Brand – Brand Manager, Follow your

Passion! Innovate, Entrepreneur, Volunteer, Toastmasters

• Your Company – eBooks, White Papers, Blogs, Podcasts, Webinars, Public Speaking - Presentation Zen

# 10 – Personal Brand

1. User Generated Content2. Micro Communications3. Free Tools 4. Sites Built for Search Success5. Pay Per Click6. Long Tail eCommerce7. Open Architecture – Widgets8. Podcasting and Blogging 9. PR 2.010. Personal Brand

Top Ten Strategies to Market Yourself, Your Chapter and Your Company

1. Try 1 thing today!

2. Please ‘pay-it-forward’– Join the Conversation – Podcast call in 206-888-6606– Blog - TenGoldenRules.com– Speaking Opportunities

3. $100 Yahoo, Can we help with your business?

4. Live Q&A

Top Ten Strategies to Market Yourself, Your Chapter and Your Company