Online Presence


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This presentation was given at a community meeting in Thedford NE.

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Online Presence

  1. 1. Your Online Presence Jay Jenkins, UNL Extension Educator With thanks to my colleagues Connie Hancock and Jenny Nixon
  2. 2. You need a presence online
  3. 3. You have a presence online
  4. 4. What you have is NOT what you need
  5. 7. Online Presence Strategy
  6. 8. Part of the Blue Print <ul><ul><li>Owned / Claimed Media – that which you control </li></ul></ul><ul><ul><li>Paid Media – what you purchase </li></ul></ul><ul><ul><li>Earned Media – result of owned, paid and engaging </li></ul></ul>
  7. 9. Owned/Claimed Media <ul><ul><li>Web site </li></ul></ul><ul><ul><li>Mobile Site </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Twitter account </li></ul></ul><ul><ul><li>Facebook page </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Youtube channel </li></ul></ul><ul><ul><li>Map locations </li></ul></ul>
  8. 10. Builds Foundation <ul><ul><li>You Control </li></ul></ul><ul><ul><li>You Own Channels </li></ul></ul><ul><ul><li>Contributes to portfolio </li></ul></ul><ul><ul><li>Lays foundation for ‘earned’ value </li></ul></ul>
  9. 11. Builds a Bridge <ul><ul><li>Connects social experience to destination </li></ul></ul><ul><ul><li>Creates a ecosystem where communities are already active </li></ul></ul><ul><ul><ul><li>Uncover locations that </li></ul></ul></ul><ul><li>require your engagement – </li></ul><ul><li>how, where, when and to </li></ul><ul><li>what extent </li></ul>
  10. 12. Local search/maps <ul><ul><li>Yahoo! maps </li></ul></ul><ul><ul><li>Bing maps </li></ul></ul><ul><ul><li>Mapquest </li></ul></ul><ul><ul><li>Google maps </li></ul></ul>
  11. 20. Claim listing
  12. 21. Internet Search Local Business Center – Google
  13. 22. Paid Media <ul><ul><li>Represents what we purchase </li></ul></ul><ul><ul><ul><li>Display ads, paid search, sponsorships </li></ul></ul></ul><ul><ul><li>Can complement, reinforce and polish </li></ul></ul>
  14. 23. Earned Media <ul><ul><li>Result of owned, paid, and participatory programs </li></ul></ul><ul><ul><ul><li>Blog posts </li></ul></ul></ul><ul><ul><ul><li>Tweets </li></ul></ul></ul><ul><ul><ul><li>Status updates </li></ul></ul></ul><ul><ul><ul><li>Comments </li></ul></ul></ul>
  15. 24. Manage Your Reputation <ul><ul><li>84 percent of Americans say online reviews influence their purchasing decisions </li></ul></ul><ul><ul><li>Check out your ‘reputation’ at… </li></ul></ul><ul><ul><ul><ul><li>Yelp </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Citysearch </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Yahoo! Local </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Google Maps </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Angie’s List </li></ul></ul></ul></ul><ul><ul><ul><ul><li>TripAdvisor </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Epinions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Twitter </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Foursquare </li></ul></ul></ul></ul>
  16. 25. HOW DO WE DO IT ALL?
  17. 26. Google Alerts
  18. 27. Twitter Search
  19. 28. Ask yourself <ul><ul><li>What are your on-line marketing goals? </li></ul></ul><ul><ul><li>Who is your on-line target market? </li></ul></ul><ul><ul><li>How do you plan to increase your target market? </li></ul></ul><ul><ul><li>Which on-line tool/tools will you incorporate in the next 6 months? </li></ul></ul><ul><ul><li>What is your call to action? </li></ul></ul><ul><ul><li>How does your on-line marketing strategy fit into your traditional marketing strategy? </li></ul></ul><ul><ul><li>How do you plan to incorporate this into your marketing strategy? </li></ul></ul>
  20. 29. Marketing Strategy <ul><ul><li>Need a online marketing strategy </li></ul></ul><ul><ul><ul><li>Research customer </li></ul></ul></ul><ul><ul><ul><li>Determine time commitment </li></ul></ul></ul><ul><ul><li>Building relationships and reputations </li></ul></ul><ul><ul><li>Adding value to conversations relevant to your business. </li></ul></ul><ul><ul><li>Analyze </li></ul></ul><ul><ul><ul><li>What marketing worked well? </li></ul></ul></ul><ul><ul><ul><li>What marketing didn't work well or not at all? </li></ul></ul></ul><ul><ul><ul><li>Are there any standout reasons? </li></ul></ul></ul>
  21. 30. One Piece – Many Deliverables <ul><li>Write content for blog  </li></ul><ul><ul><li>Blog has RSS feed which goes to feed reader </li></ul></ul><ul><ul><li>Announce the blog update on twitter which automatically goes to Facebook </li></ul></ul><ul><li>Create a video </li></ul><ul><ul><li>Post a link on website </li></ul></ul><ul><ul><li>Upload to youtube </li></ul></ul><ul><ul><li>Upload same episode to your ITunes podcast </li></ul></ul><ul><li>Talk about different things - not just about yourself!  Make it 'interesting'! </li></ul>
  22. 31. Three E’s of Social Media <ul><ul><li>Educate </li></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><ul><li>Entertain </li></ul></ul>Ten Golden Rules to Internet Marketing
  23. 32. So… What goes on your website?
  24. 33. <ul><li>Contact information </li></ul><ul><li>Product description </li></ul><ul><li>Call to action </li></ul>So… What goes on your website?
  25. 34. Extension is a Division of the Institute of Agriculture and Natural Resources at the University of Nebraska–Lincoln cooperating with the Counties and the United States Department of Agriculture. University of Nebraska–Lincoln Extension educational programs abide with the nondiscrimination policies of the University of Nebraska–Lincoln and the United States Department of Agriculture.