From Pancakes to Peanut Brittle

Katie Lairdklaird@schipul.com www.schipul.com/happykatie

Maggie McDonaldmmcdonald@schipul.com

www.schipul.com/magsmac

Online Recipes for Success

Web marketing is not an exact Science

(like cooking)^

‘Cookery is not Chemistry. It is an art. It requires instinct and taste rather than exact measurements.’

Marcel Boulestin

Our Menu

✓ 5 delicious Online Recipes

✓ Stories to inspire your kitchen

✓ A doggie bag full of good ideas

PancakesInternet

✓ LISTEN!

✓ Established voice and response platform

✓ The magic words (‘I’m sorry’ or ‘Thank you’)

✓ Discover unexpected opportunity

Pancake ingredients

Vent offline, make lemonade online

So about that listening...

www.google.com/alerts Email updates for your company

name and keywords

http://alerts.yahoo.com Yahoo! alerts you of any occurrences

of defined terms and names

www.technorati.com Email updates for your company

name and keywords

http://search.twitter.com Search Twitter for what’s being

said about you

Further tasty monitoring tools

www.socialmention.com Real time Social Media alerts

(FREE)

www.viralheat.com Compile networks and

related key phrases

www.scoutlabs.com Reputation management - with collaborative elements

http://personas.media.mit.edu Review your personal brand equity

through great visuals

A little chair called Bumbowww.flickr.com/groups/bumbofun/

www.youtube.com/watch?v=7DkWjqilINQ

Stone SoupDigital

Stone Soup ingredients

✓ Strong relationships

✓ Trust

✓ Established online presence

✓ A library card (or Amazon account)

Stir your audience into your Story

www.intensedebate.com

www.polldaddy.com

www.polleverywhere.com

www.chipin.com

Naked no more with Threadless

http://twitter.threadless.com Vote on Tweets about Threadless

tees!

www.threadcakes.com Bake cakes with Threadless shirt

designs, vote and WIN!!!www.vimeo.com/threadless Weekly Community video update

and announcements

www.threadless.com/quote2win Comment contests through Facebook

video giveaways

CupcakesCommunity

Take care of your people.

Marketing success

Community love

Cupcake ingredients

✓ A company that cares

✓ Pro-active responders

✓ Creative playfulness

✓ Hero making missions

Who is your Audience?

???????????? ????????????

????????????

Let the playing begin!

www.threadbanger.com/post/12723

www.squarespace.com/iphone

/www.flickr.com/photos/cybertoad/3211981392/

www.twitter.com/houstonzoo

Personal Brands add up

23 employees13,982 followers

19 personal sites4,782 page views

25 on Facebook650 visits

Meet LUSH Cosmetics

ChiliDigital

Chili ingredients

✓ Offline mojo

✓ The new life cycle

✓ Fun interactive stuff

✓ A solid home base

BEFORE the big eventwww.facebook.com

Tried and true connective network, great for events too!

www.eventbrite.com Easy and clean event promotion,

registration and payment

www.google.com/documents Secure and collaborative document

sharing space - no more frantic emails!

www.mailchimp.com Great (free) email marketing tool

DURING the big event

www.flickr.com Tried and true connective network,

great for events too!

www.eye.fi On-the-spot photo uploading - flash

them on the big screen!

What’s your hashtag?

www.twitter.com Update your audience on what’s

happening, find out where the parties are

Get your LIVE BLOGGERS!Allow your audience and Community to

document for you!

AFTER the big eventwww.facebook.com

Don’t forget to follow up!

www.slideshare.net Post your slides and other info - have

video or audio, do that too!

www.youtube.com + www.vimeo.com Upload your footage, interviews and

presentations!

http://www.youtube.com/watch?v=Jfn9pzgtkc0

www.flickr.com/photos/37183619@N00/1574355240/

Never underestimate the power of...

Meet Culintro

Peanut BrittleStrategic

Peanut brittle ingredients

✓ NUTS (of all kinds)

✓ Sweet tooth for the good stuff

✓ Open (strategic) mind for all the rest

Different kinds of nuts

✓ Raving Fans:

✓ Clients

✓ Extended ‘Family’

✓ Employees

✓ Non-Believers:

✓ Competitors

✓ Jerks

✓ Former clients

So my point is...

1. Message 4. Plot

2. Conflict 3. Characters

They are ALL part of your Story

Track your Comments

www.backtype.com Follow and promote

comments about YOU

www.intensedebate.com Forum-like comment threads and user

profiles to follow!

www.scoutlabs.com Reputation management - with collaborative elements

www.convotrack.com Sidebar to aggregate comments

on content from all over

Track your Tweets

http://search.twitter.com Old school Twitter search

and monitoring

www.twitalyzer.com What are your RT-ers influence and

footprints like?

http://bit.ly Shorten your URLs and revel in the

handy built-in statistics!

Find your happy placeFind your Happy Place.

✓ Persona development

✓ Set up your tools

✓ Response strategy

✓ Identify your Heroes + Raving Fans

✓ 2 ways you can play with your audience?

Doggie bag

A review of our Menu

✓ Online marketing is an experimental blend

✓ Connect the offline and online world

✓ Stir in the good with the bad, it’s all gravy

Cooking is like Love. It should be entered into with

abandon or not at all.Harriet Van Home

Thanks for cooking with us!

Katie Laird + Maggie McDonaldSchipul - The Web Marketing Companywww.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

Thanks to our amazing photographers!

• 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/

Thanks to our amazing photographers!• 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/

Thanks to our amazing photographers!• 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/