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Online Recipes for Success: Tasty ways to use strategy and online tools to grow your brand online

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Katie Laird
Katie Laird

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.

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From Pancakes to Peanut Brittle Katie Laird Maggie McDonald klaird@schipul.com mmcdonald@schipul.com www.schipul.com/happykatie www.schipul.com/magsmac
(like cooking) ^
Marcel Boulestin
✓ 5 delicious Online Recipes ✓ Stories to inspire your kitchen ✓ A doggie bag full of good ideas
✓ LISTEN! ✓ Established voice and response platform ✓ The magic words (‘I’m sorry’ or ‘Thank you’) ✓ Discover unexpected opportunity
www.technorati.com Email updates for your company name and keywords www.google.com/alerts Email updates for your company name and keywords http://search.twitter.com Search Twitter for what’s being said about you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
www.viralheat.com Compile networks and related key phrases www.scoutlabs.com Reputation management - with collaborative elements www.socialmention.com Real time Social Media alerts (FREE) http://personas.media.mit.edu Review your personal brand equity through great visuals
www.flickr.com/groups/bumbofun/ www.youtube.com/watch?v=7DkWjqilINQ
✓ Strong relationships ✓ Trust ✓ Established online presence ✓ A library card (or Amazon account)
www.polleverywhere.com www.intensedebate.com www.chipin.com www.polldaddy.com
http://twitter.threadless.com Vote on Tweets about Threadless tees! www.threadcakes.com Bake cakes with Threadless shirt www.threadless.com/quote2win designs, vote and WIN!!! www.vimeo.com/threadless Comment contests through Facebook Weekly Community video update video giveaways and announcements
✓ A company that cares ✓ Pro-active responders ✓ Creative playfulness ✓ Hero making missions
???????????? ???????????? ????????????
www.threadbanger.com/post/12723 www.twitter.com/houstonzoo www.squarespace.com/iphone /www.flickr.com/photos/cybertoad/3211981392/
23 employees 13,982 followers 19 personal sites 4,782 page views 25 on Facebook 650 visits
✓ Offline mojo ✓ The new life cycle ✓ Fun interactive stuff ✓ A solid home base
www.facebook.com Tried and true connective network, great for events too! www.mailchimp.com Great (free) email marketing tool www.google.com/documents www.eventbrite.com Secure and collaborative document Easy and clean event promotion, sharing space - no more frantic emails! registration and payment
www.flickr.com www.eye.fi Tried and true connective network, On-the-spot photo uploading - flash great for events too! them on the big screen! www.twitter.com Update your audience on what’s happening, find out where the parties are What’s your hashtag? Get your LIVE BLOGGERS! Allow your audience and Community to document for you!
www.facebook.com Don’t forget to follow up! www.slideshare.net Post your slides and other info - have video or audio, do that too! http://www.youtube.com/watch?v=Jfn9pzgtkc0 www.youtube.com + www.vimeo.com Upload your footage, interviews and presentations!
www.flickr.com/photos/37183619@N00/1574355240/
✓ NUTS (of all kinds) ✓ Sweet tooth for the good stuff ✓ Open (strategic) mind for all the rest
✓ Raving Fans: ✓ Clients ✓ Extended ‘Family’ ✓ Employees ✓ Non-Believers: ✓ Competitors ✓ Jerks ✓ Former clients
1. Message 4. Plot So my point is... 2. Conflict 3. Characters
www.intensedebate.com Forum-like comment threads and user profiles to follow! www.scoutlabs.com www.backtype.com Reputation management - Follow and promote with collaborative elements comments about YOU www.convotrack.com Sidebar to aggregate comments on content from all over
www.twitalyzer.com http://search.twitter.com What are your RT-ers influence and Old school Twitter search footprints like? and monitoring http://bit.ly Shorten your URLs and revel in the handy built-in statistics!
Find your Happy Place.
✓ Persona development ✓ Set up your tools ✓ Response strategy ✓ Identify your Heroes + Raving Fans ✓ 2 ways you can play with your audience?
✓ Online marketing is an experimental blend ✓ Connect the offline and online world ✓ Stir in the good with the bad, it’s all gravy
Harriet Van Home
Katie Laird + Maggie McDonald Schipul - The Web Marketing Company www.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
• 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/
• 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/
• 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/

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Online Recipes for Success: Tasty ways to use strategy and online tools to grow your brand online

  • 1. From Pancakes to Peanut Brittle Katie Laird Maggie McDonald klaird@schipul.com mmcdonald@schipul.com www.schipul.com/happykatie www.schipul.com/magsmac
  • 4. ✓ 5 delicious Online Recipes ✓ Stories to inspire your kitchen ✓ A doggie bag full of good ideas
  • 5.
  • 6. ✓ LISTEN! ✓ Established voice and response platform ✓ The magic words (‘I’m sorry’ or ‘Thank you’) ✓ Discover unexpected opportunity
  • 7. www.technorati.com Email updates for your company name and keywords www.google.com/alerts Email updates for your company name and keywords http://search.twitter.com Search Twitter for what’s being said about you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  • 8. www.viralheat.com Compile networks and related key phrases www.scoutlabs.com Reputation management - with collaborative elements www.socialmention.com Real time Social Media alerts (FREE) http://personas.media.mit.edu Review your personal brand equity through great visuals
  • 10.
  • 11. ✓ Strong relationships ✓ Trust ✓ Established online presence ✓ A library card (or Amazon account)
  • 12. www.polleverywhere.com www.intensedebate.com www.chipin.com www.polldaddy.com
  • 13. http://twitter.threadless.com Vote on Tweets about Threadless tees! www.threadcakes.com Bake cakes with Threadless shirt www.threadless.com/quote2win designs, vote and WIN!!! www.vimeo.com/threadless Comment contests through Facebook Weekly Community video update video giveaways and announcements
  • 14.
  • 15.
  • 16. ✓ A company that cares ✓ Pro-active responders ✓ Creative playfulness ✓ Hero making missions
  • 17. ???????????? ???????????? ????????????
  • 18. www.threadbanger.com/post/12723 www.twitter.com/houstonzoo www.squarespace.com/iphone /www.flickr.com/photos/cybertoad/3211981392/
  • 19. 23 employees 13,982 followers 19 personal sites 4,782 page views 25 on Facebook 650 visits
  • 20.
  • 21.
  • 22. ✓ Offline mojo ✓ The new life cycle ✓ Fun interactive stuff ✓ A solid home base
  • 23. www.facebook.com Tried and true connective network, great for events too! www.mailchimp.com Great (free) email marketing tool www.google.com/documents www.eventbrite.com Secure and collaborative document Easy and clean event promotion, sharing space - no more frantic emails! registration and payment
  • 24. www.flickr.com www.eye.fi Tried and true connective network, On-the-spot photo uploading - flash great for events too! them on the big screen! www.twitter.com Update your audience on what’s happening, find out where the parties are What’s your hashtag? Get your LIVE BLOGGERS! Allow your audience and Community to document for you!
  • 25. www.facebook.com Don’t forget to follow up! www.slideshare.net Post your slides and other info - have video or audio, do that too! http://www.youtube.com/watch?v=Jfn9pzgtkc0 www.youtube.com + www.vimeo.com Upload your footage, interviews and presentations!
  • 27.
  • 28.
  • 29. ✓ NUTS (of all kinds) ✓ Sweet tooth for the good stuff ✓ Open (strategic) mind for all the rest
  • 30. ✓ Raving Fans: ✓ Clients ✓ Extended ‘Family’ ✓ Employees ✓ Non-Believers: ✓ Competitors ✓ Jerks ✓ Former clients
  • 31. 1. Message 4. Plot So my point is... 2. Conflict 3. Characters
  • 32. www.intensedebate.com Forum-like comment threads and user profiles to follow! www.scoutlabs.com www.backtype.com Reputation management - Follow and promote with collaborative elements comments about YOU www.convotrack.com Sidebar to aggregate comments on content from all over
  • 33. www.twitalyzer.com http://search.twitter.com What are your RT-ers influence and Old school Twitter search footprints like? and monitoring http://bit.ly Shorten your URLs and revel in the handy built-in statistics!
  • 34. Find your Happy Place.
  • 35. ✓ Persona development ✓ Set up your tools ✓ Response strategy ✓ Identify your Heroes + Raving Fans ✓ 2 ways you can play with your audience?
  • 36. ✓ Online marketing is an experimental blend ✓ Connect the offline and online world ✓ Stir in the good with the bad, it’s all gravy
  • 38. Katie Laird + Maggie McDonald Schipul - The Web Marketing Company www.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
  • 39. • 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/
  • 40. • 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/
  • 41. • 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/