Emily Porter Online Strategy

How's Your Online Strategy Working for You?
Dateline: Fall 2007 By Emily Porter

If you don't know, you're not alone.

Many companies struggle with interactive and website strategies, social media, SEO, affiliate programs, channel mix and competition. The ever-changing nature of the web means that consistently successful results are tricky to achieve. Porter Positioning assists organizations in every step of creating an outstanding online presence, from strategy to design and execution.

In each issue of the Porter Positioning newsletter, we share insights on business strategy, marketing, communications, branding and interactive trends. This edition is a primer on social networking. Feel free to share with others!

Building Buzz Online: Social Networking
Web 2.0. Blogs. Wikis. Online social media has a whole new vocabulary, but don't let that put you off. The new version of networking delivers the same benefits as the traditional, such as business development and increased awareness. It also has the same challenges, requiring time and proof of value. Whether your business is large or small, B2B or B2C, social media can significantly expand your reach. And once you get a hang of the slang, it's not that hard.

Social media allows users to share opinions, facts, photos, music and videos. According to the Pew Internet & American Life Project, 71% of American adults are online, including all racial, age and economic groups. By joining the crowd, your company can promote its brand, expertise, products and services. Don't underestimate the value of frank conversations directly with customers. The candor of social media unveils a host of opportunities ripe for targeting.

If you have fresh information and helpful advice, social media has many advantages. First, it gets the word out fast and reaches diverse audiences. Second, it is great at driving traffic. Third, it's free. Here are some good starting points for the uninitiated:

1) Join the Conversation
You don't have to start your own blog. The variety of websites serving today's communities is as diverse at the internet itself. Look for forums that appeal to your prospective clientele by searching with targeted keywords. Check out local news organizations and general commentary websites like Digg and Yelp. These sites have how-to instructions. When creating your profile, be up-front about who you are and what your business is. Provide useful information in a conversational style -- not marketing hype.

2) Share Content
Try reference sites like Wikipedia, and bookmarking sites such as Del.ici.ous. Flickr is a popular photo-sharing site where you can associate your company with visual topics. If you're handy with a video camera, start a viral campaign with eye-catching videos on YouTube. Engage your audience with campaigns or contests that encourage users to share tips, photos and videos... and link them back to your website.

3) Do's & Don'ts of Social Media
Be real. Disclose who you are and what your business is. Build a credible reputation by listening to the community and responding. Write clear, compelling titles for your comments, articles and photos. Include helpful links. Participate early and often. Don't spam. Don't break community rules. Don't use corporate speak, marketing hype or the hard sell. Don't overdo it -- quality of information trumps quantity.

If you haven't started online social networking yet, do it now. Your customers are there. Your competitors are there. A word of warning: social media, like anything else that generates a buzz, can be addictive. ;)

If you'd like to talk about creating or improving your web presence, or bounce some ideas around, drop me a line.

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                               Social Networking Sites

Here's a smattering of social media websites that may be relevant for your business and people in your organization.

   Del.icio.us
   Digg.com
   Flickr.com
   LinkedIn.com
   Slashdot.org
   Stumbleupon.com
   Technorati.com
   ThirdAge.com
   Tribe.net
   Upcoming.org
   Wikipedia.org
   Yelp.com
   YouTube.com

If you're not sure how your company can use these sites, give me a call.

Significant Revenue,
Greater Efficiency

You can increase revenue by 30% and more with smart interactive plans.  Let me help you create or refresh your online strategies.

   Emily Porter
   804.477.6223