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Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
Small Business Connections: Marketing Meets Microfinancing workshop - Tucson
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Small Business Connections: Marketing Meets Microfinancing workshop - Tucson

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Yelp and Accion have teamed up with the NYSE Big Start-Up to host a series of free workshops that provide small business owners across the U.S. with resources to help finance their entrepreneurial …

Yelp and Accion have teamed up with the NYSE Big Start-Up to host a series of free workshops that provide small business owners across the U.S. with resources to help finance their entrepreneurial dreams and increase their online marketing power by learning best practices for engaging with online review sites.

This presentation was delivered by Yelp and Accion staff members to over 40 business owners in Tucson on June 12 at the City of Tucson Resource Campus (Sentinel Building in the Pantano and Santa Cruz rooms), 320 N Commerce Park Loop ,Tucson, AZ 85709.

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  • As of Q1 2012, we have an average of 71 million monthly unique visitors – an upward trend we ’ve seen continue month after month. At the end of March users had written 27 million reviews. As more people use our website, more of them write reviews. The neat thing about Yelp, is that each review written helps expand the breadth and depth of the content on our site, which in turn, draws in more users.
  • As you ’re likely aware, mobile usage is growing rapidly as it creates an easy way for people to search for businesses based on their location. The Yelp mobile app is used on 6.3 million unique mobile devices each month – and users are very engaged with it! Every second, a consumer generated point to point directions or placed a call to a business. Additionally, a photo was uploaded at least every 30 seconds from the mobile Yelp app. We ’ve found that about 40% of all searches on Yelp come from our mobile apps. Other exicting stats are that Yelp is the #15 most downloaded iPhone App & #5 most downloaded iPad app of all time
  • - [List the various things you can do FOR FREE by unlocking your business page]
  • Your reviewers are your paying customers Your reviewers are human beings with (sometimes unpredictable) feelings and sensitivities Your reviewers are vocal and opinionated (otherwise they would not be writing reviews!)
  • Transcript

    • 1. FRAMING THE ISSUE In the US, small firms represent 99.7 percent of all employer firms SOURCE: SBA.GOV/ADVOCACY
    • 2. Small businesses employ 57% of the country’s private workforce SOURCE: UNITED STATES SMALL BUSINESS ASSOCIATION OFFICE OF ADVOCACY
    • 3. Small businesses create 13x more patents per employee than large patenting companiesSOURCE: UNITED STATES SMALL BUSINESS ASSOCIATION OFFICE OF ADVOCACY
    • 4. BUT... “ Real job creation doesn’t kick in until those small businesses survive and grow into larger operations.” JARED BERNSTEIN New York Times, October 23, 2011
    • 5. NYSE — CENTER OF COLLABORATION Issuer Small Business/ Companies Start Up Community
    • 6. “ American corporations want to and must be part of the solution. Small businesses and entrepreneurs are our neighbors, our customers, and our futures. It is time to harness the unparalleled innovation and creativity of American business to find collective solutions even more powerful than the economic challenges we face.” DUNCAN L. NIEDERAUER Chief Executive Officer of NYSE Euronext
    • 7. Small Business Connections:Social Media & the World of OnlineReviews
    • 8. Darnell HollowayManager of Business Outreach@darnelljustin#smallbizconnect 10
    • 9. Now more than ever, consumers rely on online reviews 85% of Consumers Use The Internet to Find Local Businesses Source: Search Engine Land Local Consumer Review Survey (2012)
    • 10. The Social Media Landscape Page 12
    • 11. LinkedIn isB2B SocialNetworking 13
    • 12. Marketing Your Professional Skills Page 14
    • 13. Connecting With Other Professionals Page 15
    • 14. Twitter isMicroBlogging 16
    • 15. The Sprinkles Example Page 17
    • 16. Facebook isSocialNetworking 18
    • 17. Create a Facebook Page for Your Business Page 19
    • 18. Local Business Example Page 20
    • 19. Demographic Information Page 21
    • 20. Yelp isTransactionalSocial Media 22
    • 21. Yelp by the Numbers $864 Page 23
    • 22. Yelp Mobile•  Yelp mobile app is used on of 6.3 •  Every second, a consumer generatedmillion unique mobile devices (Q1 2012) directions to or called a business from a•  Approximately 40% of all searches on Yelp app.Yelp come from our mobile apps. • A photo was uploaded at least every 30 seconds from the Yelp app. $864 Page 24
    • 23. Consumers on Yelp are Affluent, Educated Adults
    • 24. Biz.yelp.com Page 26 Log in here Claim your page here
    • 25. Improve your business page. That’s free!
    • 26. Connect With Your Customers. It’s free too! Page 28
    • 27. EngageDiplomatically 29
    • 28. Don’t: Freak Out Page 30
    • 29. Case Studies in Freaking Out Page 31
    • 30. The Right Way To Do It Page 32
    • 31. The Right Way To Do It Page 33
    • 32. Myth: Consumersare more likely toshare negativeexperiences. 34
    • 33. 80% of Yelp Reviews are Three Stars or Higher Page 35 Negative reviews play an important role too •  A variety of experiences are consistent with real life •  You can’t please 100% of your customers 100% of the time
    • 34. Quality Control: Why Some Reviews Come Down Page 36 All businesses are equal in this regard. (Advertisers & non-advertisers treated equally; filtered reviews viewable.)
    • 35. Keeping Our Content Useful For Consumers “Yelp runs its reviews through an anti-fraud filter, with impressive results; every fake review the Texan bought was flagged by Yelp’s algorithms, though his fraudulent reviews remain up on the seven other sites.” Page 37
    • 36. What’s the Secret to a Strong Reputation? If a yelper mentions “good” customer service in a review, they are over 5 times as likely to give a 5 star review rather than a 1 star. Similarly, nearly 70% of “bad” customer service experiences are given 1 star, compared to less than 5% that get 5 stars.Source: Based on Yelp reviews as of April 2012, excluding reviews that were filtered or removed.
    • 37. Tip: It’s ok to letpeople know you’reon Yelp, but don’tsolicit reviews. 39
    • 38. Search Advertising Page 40
    • 39. Summary Page 411.  The most successful businesses on Yelp focus on providing great customer service, not soliciting reviews. Word of mouth will take care of itself.2. Don’t over-focus on any single review.3. Start using Yelp’s FREE tools today (biz.yelp.com). Your businesspage will look better, and this can drive new customers.
    • 40. THANK YOU §  Q&A Every $1M §  Biz.Yelp.Com invested creates §  www.yelp.com/contact another 1,000 jobs SOURCE: ACCION USA §  #smallbizconnect 42
    • 41. BUSINESS GROWTH THROUGHMARKETING
    • 42. KEY TAKEAWAYS§  How marketing can benefit your business§  Purpose of marketing loan capital§  Steps to become loan-ready 44
    • 43. WHERE DOES MARKETING FIT IN YOUR DAILYROUTINE? 45
    • 44. BUSINESS LOAN PURPOSE§  Small business loans can be used for much more than equipment, inventory, or working capital (something “tangible”) 46
    • 45. BUSINESS GROWTH THROUGH MARKETING Persuade customers to Acquire more customers buy more products Persuade each customer Identify new product areas to buy more profitable products Persuade each customer to buy more expensive Identify needs and wants products or more products of consumers than they originally planned to purchase 47
    • 46. TRADITIONAL MICROLOAN PURPOSES§  Purchase inventory or equipment§  Pay licensing fees§  Working capital§  Hire employees§  Pay for shared working space (i.e. business or kitchen incubator) 48
    • 47. HOW CAN MARKETING CAPITAL HELP YOUR BUSINESS? 49
    • 48. BUILD OR IMPROVE YOUR WEBSITE§  With a $6,000 Accion loan, Bianca Neclerio of Sweet n Salty by Design in Brooklyn, NY upgraded her website with new design and products 50
    • 49. BUILD A (DIFFERENT) BRAND§  With a $5,000 microloan, Jesse of Brooklyn Taco in New York worked with consultants to develop a unique look and feel for his culinary business 51
    • 50. BROOKLYN TACO BRAND ON YELP 52
    • 51. PAY FOR ADVERTISING AND PROMOTION§  Alexander Smith, owner of Swoop Miami- a free taxi service run on advertising revenue- used a $4,000 loan to promote his business online 53
    • 52. WHAT ARE YOU DOING? 54
    • 53. WHO IS ACCION?§  We’re a nonprofit microlender that makes loans and provides training to enable emerging entrepreneurs to realize their dreams and be catalysts for positive economic and social change§  By offering character-based business loans at fair market rates, Accion is bridging the “credit gap” that allows hardworking visionary entrepreneurs to reach their full potential 55
    • 54. ACCION IN NEW MEXICO, ARIZONACOLORADO§  Term loans ranging from $200 to $300,000§  Loan products tailored for the needs of established businesses and start- ups§  Since 1994, Accion has issued 5,449 microloans totaling more than $35.9 million to 3,454 businesses in 278 communities in New Mexico, Arizona and Colorado§  In Arizona, our client businesses have created or sustained an estimated 667 jobs 56
    • 55. BUSINESSES WE SERVE IN TUCSON 57
    • 56. BECOME ACCION LOAN-READY§  Utilize resources today! §  Consult with an Accion staff member about how to access capital to finance your entrepreneurial dreams §  Take advantage of business support resources available from MAC and the other community organizations present§  Create a Marketing Plan §  Conduct market research and analysis §  Determine your product profile§  Build Your Credit §  Learn financial education tips and attend credit-building workshops 58
    • 57. THANK YOU Please contact us: Every$1M §  Roberto Valdez-Beltran invested creates §  520-305-2185 another 1,000 jobs §  rvaldezbeltran@accionaz.org 59

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