Communicating on the Web - It's so hot right now

Web communications

It’s so hot right now.

Awesome panelists: Javier Avellan, Marc Nathan and Dan Keeney

Moderator: Katie Laird

Presented at Tendenci User Conference 2007www.tendenci.com/uc2007

To connect and organize the

world’s people. Do good.

What we get excited about

Search engine

triumphsOnline

connections

Smart communicati

on

YOUR SUCCESS!

Let’s talk about:1. Tendenci and search engine

magicwith Javier Avellan

2. Power of social networkingwith Marc Nathan

3. Managing your reputation onlinewith Dan Keeney

We love SEMeven when it’s annoyingly good

www.schipul.com/sem/www.thesemblog.com

Tendenci and Search Engine

Marketing

Tendenci can help your Web site be more search engine friendly.

Javier AvellánSchipul - The Web Marketing Company

www.schipul.com

What we will cover1. Adding content to your site

2. Tendenci’s Automated Optimization

3. Using Search Engine Marketing Tools

Add Content to your Web site

1. Articles (best practices, interesting and unique content) www.keeneypr.com/en/art/?222

2. Press Releases (new client signed, new process) www.houstontech.org/en/rel/?241

3. Testimonialswww.schipul.com/testimonials/

Tendenci Automatically Optimizes Your Content

Use the SEM Tools

http://www.schipul.com/en/sem/keywords/

Optimize your contentCheck your linkbacks

http://tools.marketleap.com/publinkpop/

Use the SEM Tools(continued)

http://www.futurenowinc.com/wewe/index.cfm

Customer Focused?Readability Analysis

http://juicystudio.com/services/readability.php

To Recap1. Add content to your site

2. Allow Tendenci to Optimize it

3. Use the SEM Tools

Thank you!Javier Avellán, Business DevelopmentSchipul - The Web Marketing Company

11757 Katy Freeway, Suite 930Houston, TX 77079 USAwww.schipul.comv. (281) 497.6567f. (281) 497.1083

Protecting Reputations in the Age of Blogs

23

“A Cautionary Tale” – Dallas Morning News

• Blogger took issue with company’s value proposition

• First posted critique in 2004

• Spent many months researching

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• E-mailed business to seek e-mail interview

• Followed up with 20 questions

• Company did not respond

• Blogger followed up Oct. 21, Nov. 13 and Nov. 29

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TICK TOCK TICK TOCK

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• In mid-December, the blogger began posting what ultimately was a 10-part series

• Blogger proactively posted links to story on relevant forums

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• Because of the unusually exhaustive nature of the investigation, word spread organically

• Picked up by BoingBoing, Slashdot, Digg and other influential sites

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BoingBoing, Slashdot and Digg• All are Web sites that feature

user-submitted links to interesting blog posts

• BoingBoing and Slashdog feature editor evaluated sites with summaries

• Kind of the AP for bloggers and Web surfers

• Play a major role in driving blog content

30

BoingBoing, Slashdot and Digg• If you hope to get

attention, proactively submit your link

• If you’re hoping something just fades away or doesn’t get noticed, you don’t want to see any of these pick up the story

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• In the days that followed, hundreds of blogs posted stories about the series

• More than 2,000 Web sites linked to the series

• That’s when we got involved

32

School of Hard Knocks• Before even being

engaged, we tripped• Posted personal opinions

to other blogs• Others questioned

independence, fueling speculation of “flogging”

33

Disclosure is HUGE Issue Online• I had no interest when

comments were posted• Later involvement

complicated things• Blogs jumped on it

34

• “DPK Public Relations: Caught With Its Hand in the Chocolate Jar?”

• “Oh this is beautiful; small business PR dilemma at its best.”

35

Sought Expert Counsel• Needed to distance client

from questions about our actions

• Opened online discussion about ethics of posting comments

36

Flying Aqua Badger Wrote…“The end result is we have a bucket full of negative commentary regarding a company and the only visible defense on each occasion is being spouted by a PR guy with no immediate disclosure. What is Dan supposed to do to tidy up? Go to all those blogs again and post a subsequent comment saying “at the time of posting my original comment I was not representing NOKA but now I am. This is just to present you with the facts.”?”

37

That’s Exactly What I Did“As I write this comment I am engaged as a PR person representing NOKA. The original comments were written prior to that and reflected my personal opinion. However, facts are facts and that makes it worthy of an update. So as Kirk Brewer suggested in a post on my site, I am posting this update. Thanks to Kirk and others for their constructive feedback.”

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Step One Accomplished• We quickly channeled all

discussion about our actions to our Web site where we had control

• We succeeded in distancing the client from the discussion

• That distraction was over

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Client PR Plan Objectives• To protect and enhance

the brand’s reputation• To capitalize on exposure

to build positive awareness of brand

• To drive demand for products

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Client PR Strategies• Embrace the key aspect

of blogger’s critique and make it “ours”

• Be more open than ever• Quickly respond to all

opportunities• Proactively get other

positive messages out

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Blogs mentioning company

BoingBoing

Issued Statement

42

Step Two Accomplished• Once our message was

out and discussed, the pressure subsided

• We aggressively worked to tell the positive story with a series of news releases

43

Step Two Accomplished• Positive stories were

placed: Inc. magazine Forbes.com INDULGE Dallas Morning News Mix 102.9

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So Why Do Blogs Matter?• General media watch

blogs as early indicators of trends

• The “echo effect”• Blogs can claim valuable

search engine real estate• Online content can have

a long lifespan

45

Step Three Begins• The Dallas Morning News

began its own investigation Welcomed reporter and

videographer for all-access half-day emersion

Succeeded in turning the story around

46

Dallas Morning News“It’s a cautionary tale…”“Some blogging and journalism experts say the controversy demonstrates the impact an online report can have on a company’s reputation…”

47

DMN Begat the New York Times“If you are still seeking the perfect gift for Valentine’s Day, have you considered NOKA Chocolate?”…(the owners) took umbrage at the attack.”

48

NYT Begat Channel 8“Pure ingredients and the amount of labor make it expensive.”“Even the slightest scratch, crack or dent means the particular piece…won’t get past the inspector…”

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Evidence of Step Three Success• The best measure of

success is short-term and long-term sales

• Short-term, sales have remained strong

• Emphasis on price seems to be attracting luxury buyers

50

Blogs Deserve Attention• Often driven by passionate

enthusiasts• Be considerate and

responsive to requests• Cultivate relationships, but

be careful• Conspiracy theories, rumors

and speculation common

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Lessons to Apply• Set up Google Alert for name

of company, product or executive

• Search Technorati.com at least every couple weeks for chatter

• Always disclose any relevant client relationship online

Lesson learned?

Best thing to come?

Tips for Tendenci Users

Thank you!Panelists:Dan Keeney ([email protected]) Marc Nathan ([email protected]) Javier Avellan ([email protected]) Moderator: Katie Laird ([email protected])

Presented at the Tendenci User Conference 2007Find all presentations at: www.tendenci.com/uc2007 www.schipul.com