In Like Flynn

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In Like Flynn

  1. 1. Flynn Enterprises<br />Connecting Small Businesses to Clients and Customers Since 2009<br />Mike Healy,<br />Principal<br />
  2. 2. 3 Primary Ways for Small Businesses to Generate Customers/Clients<br />Foot traffic<br />Location, location, location<br />Word of Mouth/References<br />Customers talking to each other about your business<br />Advertising<br />Pay $$$ to put information about your business in front of customers’ eyeballs<br />Flynn Enterprises<br />
  3. 3. Achieving Maximum Impact<br />Factors you can influence each day<br />
  4. 4. Achieving Maximum Impact<br />Small-Business Advertising: Common Tactics<br />Television Advertisements<br />Pro: Extremely wide audience, visually dynamic<br />Con: Prohibitively expensive, costly & difficult to produce<br />Radio Advertisements<br />Pro: Wide audience<br />Con: Prohibitively expensive, listeners increasingly turning to .mp3s, satellite radio, or simply changing the channel<br />Newspaper Advertisements<br />Pro: Wide audience, consistently present on page<br />Con: Expensive, limited space, static – no way to ensure your specific ad is seen.<br />
  5. 5. Achieving Maximum Impact<br />Small-Business Advertising: Common Tactics<br />Word of Mouth<br />Pro: Strongest form of business promotion; most likely to draw in new and repeat business, FREE<br />Con: Difficult/impossible for businesses to manage, control and control<br />
  6. 6. Achieving Maximum Impact<br />Small-Business Advertising: Overlooked & Underutilized Avenues and Tools<br />Social/Online Media<br /><ul><li>Facebook
  7. 7. Twitter
  8. 8. Blogs
  9. 9. Customer Review Sites (Yelp!, Urbanspoon, etc.)
  10. 10. Groupon
  11. 11. Etc.</li></li></ul><li>Social/Online MEdia<br />Facebook<br />
  12. 12. FLYNN ENTERPRISES<br />
  13. 13. Social/Online Media<br />Facebook<br />Key Facts and Figures (Source)<br />Facebook has more than 400 million users worldwide<br />120 Million U.S. Users <br />800,000 Chicagoans are active on Facebook<br />1 in 4 Chicagoans!<br />55.7% Female, 42.2% Male<br />Breakdown by Age Group<br />i) 18-24 = 40.8%<br />Ii) 24-34 = 26.7%<br />Iii) 35-54 = 16.6%<br />66.3% of Facebook users are 21+<br />
  14. 14. The average American spends 55 minutes/day on Facebook<br />Social/Online Media<br />
  15. 15. Social/Online Media<br />Facebook: Applications for Small Businesses<br />
  16. 16. FLYNN ENTERPRISES<br /> Share Basic Information <br />
  17. 17. FLYNN ENTERPRISES<br /> Give customers an idea of your place’s personality – post photos<br />
  18. 18. FLYNN ENTERPRISES<br /> stay at the forefront of customers’ minds – specials, deals, etc.<br />
  19. 19. FLYNN ENTERPRISES<br /> stay at the forefront of customers’ minds – Events + Groups<br />
  20. 20. FLYNN ENTERPRISES<br />Close the deal – Allow customers to purchase through Facebook<br />
  21. 21. FLYNN ENTERPRISES<br /> Interact with customers and fans directly<br />
  22. 22. Social/Online Media<br />Facebook<br />Where FE can help<br />If you aren’t on Facebook, get on it!<br />Regular reports detailing new account highlights, breakdown, trends, etc.<br />Daily content generation and management<br />Example:<br />The Fainting Goat<br />December 15, 2009 (work begins) – 172 Fans<br />April 30, 2010 (4 months) -298 Fans<br />+72.3% organic increase in fans<br />+1,200% organic increase in pageviews<br />+423% organic increase in interactions with fans<br />
  23. 23. Social/Online Media<br />+72.3% organic increase in fans<br />
  24. 24. Social/Online Media<br />+1,200% organic increase in page views<br />
  25. 25. Social/Online Media<br />+423% organic increase in fan interactions<br />
  26. 26. Social/Online Media<br />Facebook: Advertising<br />Micro-targeted Ads<br />Target people by age, sex, geographic location<br />Target by stated interests and group memberships<br />Pay only for actual clicks on your ad<br />Set a daily budget – spend as much or as little as you want each day<br />
  27. 27. Social/Online Media<br />
  28. 28. Social/Online Media<br />Twitter<br />
  29. 29. FLYNN ENTERPRISES<br />
  30. 30. Social/Online Media<br />Twitter<br />Key Facts and Figures<br />12th most popular website in the world<br />50 million Tweets per day and growing<br />
  31. 31. Social/Online Media<br />Twitter<br />Key Facts and Figures<br />Demographics (Source)<br />19% of online adults ages 18-24 have used Twitter or something like it<br />20% of online adults age 25-34 have used Twitter or something like it<br />10% of online adults age 35-44 have used Twitter or something like it<br />53% Female, 47% Male<br />
  32. 32. Social/Online Media<br />Twitter<br />Key Facts and Figures<br />Income Level of Users (Source)<br />$0-$30K Household Income = 21%<br />$30-$60K Household Income = 28%<br />$60-$100K Household Income= 24%<br />$100K+ Household Income = 27%<br />Miscellaneous<br />35% of Twitter users live in urban areas<br />76% of Twitter users use the internet wirelessly (e.g., phones, mobile, etc.)<br />
  33. 33. Social/Online Media<br />Twitter: Applications for Small Businesses<br />
  34. 34. Twitter: Applications for Small Businesses<br /> Get your businesses’ name involved in relevant conversations<br />Social/Online Media<br />
  35. 35. Interact with the public, Capitalize on Current Events<br />Social/Online Media<br />
  36. 36. Interact with the public, Capitalize on Current Events<br />Twitter: The Perfect Vehicle for Word-of-Mouth Recommendations<br />Social/Online Media<br />
  37. 37. Social/Online Media<br />Twitter<br />Where FE can help<br />If you aren’t on Twitter, get on it!<br />Regular reports detailing new account highlights, breakdown, trends, etc.<br />Daily content generation and management<br />Example:<br />@FaintingGoatPub<br />December 15, 2009 (work begins) – 16 followers<br />April 15, 2010 (4 months) - 270 followers<br />+1,687% increase in followers<br />Increased direct messages by more than +600%<br />Multiple daily @replies and retweets<br />Promotion with @DenverHappyHour for 3,000th follower<br />
  38. 38. Social/Online Media<br />Online Review Sites <br />(Yelp! Urbanspoon, et al.)<br />
  39. 39. Review Sites<br />Key Facts and Figures – Yelp.com<br />More than31 million people access Yelp! each month<br />(^ "yelp.com (rank 88) - Web Site Audience Profiles from Quantcast". Quantcast. 2008-07. Retrieved 2008-08-19.)<br />Breakdown: All Yelp! Reviews:<br />A business that is active and <br />responsive on Yelp is statistically <br />more likely to gather positive <br />reviews<br />Social/Online Media<br />
  40. 40. Social/Online Media<br />Review Sites<br />Where FE can help<br />If you aren’t listed, get listed!<br />Monthly reports detailing new review highlights, breakdown, trends, etc.<br />Daily updates/alerts of new reviews and changes to rating site systems <br />“Yelp Makes Big Changes in Effort to End Extortion Claims” – Mashable.com April 6, 2010<br />Provide strategic recommendations on wisdom of advertising on review sites, becoming official sponsors, etc.<br />
  41. 41. Social/Online Media<br />Blogs<br />
  42. 42. Social/Online Media<br />Blogs<br />Two Primary Uses:<br />As a marketing venue<br />As an identifier/value-add for customers and clients<br />
  43. 43. Social/Online Media<br />Blogs as Marketing Venues<br />Self-selected audience<br />Readers and commenters on blogs have volunteered important information about themselves and where they spend their time online<br />i.e., People reading a White Sox blog <br />More likely to live in Chicago<br />South Siders<br />(Much) more likely to respond to sports themed specials<br />More likely to appreciate niche marketing<br />i.e., People reading a political blog<br />More likely to serve as campaign volunteers<br />More likely to respond to fundraising requests<br />More likely to write a letter to the editor<br />
  44. 44. www.SouthSideSox.com<br />Social/Online Media<br />
  45. 45. Social/Online Media<br />Blogs as Value Added<br />Become a source of trusted and important information for your customers/clients<br />i.e., Sports Bar<br />Write weekly blog posts/Facebook notes outlining what sporting events are happening each night of the week, along with what corresponding special the bar is running<br />i.e., Vintage Clothing Store<br />Weekly blog posts/Facebook notes about interesting items that were brought in in the past week, along with some context and history concerning what would make this item an interesting purchase<br />
  46. 46. Social/Online Media<br />Blogs<br />Where FE can help<br />Which blogs attract your target customers/clients?<br />Could your business benefit from a blog? Could your customers?<br />Blog concept + design work<br />Content generation and management<br />Conceptualize, write and update blog posts<br />Reporting and analysis of the blog landscape, constant updates on what can be advantageous to your business, and how<br />
  47. 47. Social/Online Media<br />Groupon<br /><ul><li>Businesses offer massive discounts on services, which are then advertised on Groupon.
  48. 48. Consumers buy the discount. If a certain minimum threshold of Groupons are not bought, the deal does not go into effect, ensuring the deal will only be executed if it will be profitable for the business.</li></ul>Where FE can help:<br /><ul><li> Facilitate Groupon conceptualization and design
  49. 49. Manage purchase and set up process with Groupon
  50. 50. Promote Groupon through Facebook, Twitter, et al.</li></li></ul><li>Social/Online Media<br />FourSquare<br /><ul><li>Mobile service that allows users to “check-in”, electronically proving they have visited a business or establishment
  51. 51. Many businesses design FourSquare specials to incent patrons to return.
  52. 52. E.g., “Every 10th check-in earns a free medium coffee.”</li></ul>Where FE can help:<br /><ul><li> Ensure accurate and professional listing on FourSquare
  53. 53. Conceptualize/Design FourSquare promotions
  54. 54. Promote through FourSquare, Facebook, Twitter, et al.</li></li></ul><li>Social/Online Media<br />Other Services<br /><ul><li> Web design
  55. 55. E-mail newsletters
  56. 56. Design
  57. 57. Write/distribute
  58. 58. SMS/Text alerts
  59. 59. “Traditional” media ad design , consultation and purchasing
  60. 60. Logo development and other design
  61. 61. Copywriting
  62. 62. Strategic consultation</li>

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