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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
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To connect and organize the
world’s people. Do good.
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What we get excited about
Search engine
triumphsOnline
connections
Smart communicati
on
YOUR SUCCESS!
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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
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We love SEMeven when it’s annoyingly good
www.schipul.com/sem/www.thesemblog.com
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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
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What we will cover1. Adding content to your site
2. Tendenci’s Automated Optimization
3. Using Search Engine Marketing Tools
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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/
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Tendenci Automatically Optimizes Your Content
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Use the SEM Tools
http://www.schipul.com/en/sem/keywords/
Optimize your contentCheck your linkbacks
http://tools.marketleap.com/publinkpop/
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Use the SEM Tools(continued)
http://www.futurenowinc.com/wewe/index.cfm
Customer Focused?Readability Analysis
http://juicystudio.com/services/readability.php
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To Recap1. Add content to your site
2. Allow Tendenci to Optimize it
3. Use the SEM Tools
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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
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Protecting Reputations in the Age of Blogs
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“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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“A Cautionary Tale” – Dallas Morning News
• 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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“A Cautionary Tale” – Dallas Morning News
• 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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“A Cautionary Tale” – Dallas Morning News
• 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
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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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“A Cautionary Tale” – Dallas Morning News
• 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
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School of Hard Knocks• Before even being
engaged, we tripped• Posted personal opinions
to other blogs• Others questioned
independence, fueling speculation of “flogging”
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Disclosure is HUGE Issue Online• I had no interest when
comments were posted• Later involvement
complicated things• Blogs jumped on it
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• “DPK Public Relations: Caught With Its Hand in the Chocolate Jar?”
• “Oh this is beautiful; small business PR dilemma at its best.”
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Sought Expert Counsel• Needed to distance client
from questions about our actions
• Opened online discussion about ethics of posting comments
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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.”?”
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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
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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
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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
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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
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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…”
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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.”
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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
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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
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Lesson learned?
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Best thing to come?
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Tips for Tendenci Users
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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