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  •,N:701 Facebook use in the US will continue on a solid growth track over the next three years, as the site cements its place at the epicenter of internet activity. As more users of all ages flock to the popular social network, marketers will find new opportunities to tap into an engaged, demographically diverse audience.
  •,N:888 Customer product reviews are becoming a fixture on retail and consumer brand websites, with over 80% of retailers planning to feature them by the end of 2010. The accelerated adoption of customer reviews indicates a more enlightened approach to handling negative comments—that is, occasional negative reviews do not hurt sales.
  •,N:700 As the US restaurant industry recovers, operators are increasingly employing mobile and social media marketing to meet consumer expectations. Businesses that engage, provide value and reach potential diners where they spend their time will be at a distinct advantage.
  • * The 90% confidence interval includes zero. The Census Bureau does not have sufficient statistical evidence to conclude that the actual change is different from zero. Retail e-commerce sales are estimated from the same sample used for the Monthly Retail Trade Survey (MRTS) to estimate preliminary and final U.S. retail sales. Advance U.S. retail sales are estimated from a subsample of the MRTS sample that is not of adequate size to measure changes in retail e-commerce sales 4’th Quarter 2010 E-Commerce Sales = $44.1 billion
  • U.S. Census Bureau E-Stats – E-commerce 2008, released May 27, 2010 Everyone seems to focus on the retail side of things because most consumers have experienced transactions on-line. However manufacturers led all industry sectors, with e-commerce accounting for 39 percent ($2,154 billion) of total shipments—up substantially for the seventh straight year. And equally important, Wisconsin is only second to Indiana in our reliance on manufacturing employment.
  • Expanding marketing efforts beyond the local “trade area” Enhancing the capabilities in selling products and services to wider audiences Becoming more effective in customer service Improve the effectiveness of communications with customers and suppliers Become more efficient in internal operations (human resources, purchasing, marketing, and more)
  • Transcript

    • 1. Build Your Online Presence Connie Hancock UNL Extension Educator
    • 2. Online Presence Strategy
    • 3. How many of you have…….
    • 4. The Rule of 250The Average person knows at least 250 Those 250 know 250 You have access to 62,500 people
    • 5. US Social Networks Users 2009-2013
    • 6. US Facebook Users 2009-2013 millions and % change
    • 7. Tools US online Retailers Plan to Use
    • 8. Most Important Aspect of Marketing Plan in 2011
    • 9. A Small Slice Of Pie Getting Bigger!1’st Quart, 2000 = 0.8%4’th Quart, 2010 = 4.3% +438% or ~44% per year
    • 10. E-commerce as Percent of Total Value: 2003 - 2008
    • 11. Local Search Go to
    • 12. SearchRestaurants near Madison Wisconsin
    • 13. Place Page• Need Google account – free• Claim your bubble• Verify your location• Edit Place page• Dashboard Information
    • 14. Google Places
    • 15. Check all maps• Yahoo! maps• Bing maps• Mapquest• Google maps For help in claiming “bubbles” – go to and click on Resources/Workshop Materials/Online Maps
    • 16. YOUR WEBSITE
    • 17. Part of the Blue Print• Owned Media – what you control• Earned Media – reviews• Paid Media – what you purchase
    • 18. Owned/Claimed Media• Web site• Mobile Site• Blog• Twitter account• Facebook page• Flickr• Youtube channel• Map locations
    • 19. Website - Builds Foundation• You Control• You Own Channels• Contributes to portfolio• Lays foundation for ‘earned’ value
    • 20. Website - Builds a Bridge• Connects social experience to destination• Creates a ecosystem where communities are already active Uncover locations thatrequire your engagement –how, where, when and towhat extent
    • 21. The Big Four
    • 22. Facebook• More than 500 million active users• 50% active users log on every day• Average user has 130 friends• People spend over 700 billion minutes a month
    • 23. LinkedIn• 101 million members worldwide• In over 200 Countries• Used by 69 of Fortune 100 companies• 52% located outside of U.S.
    • 24. Twitter• 1 billion tweets posted per week• 50 million – average # of tweets sent per day - 2010• 140 million – average # of tweets sent per day - April 2011
    • 25. YouTube• Exceeds 2 billion views a day• 24 hours of video uploaded every minute• Average person spends 15 minutes a day on YouTube• More video is uploaded in 60 days than all 3 major US networks created in 60 years• 70% of traffic comes from outside of U.S.
    • 26. Earned Media• Result of owned, paid, and participatory programs o Blog posts o Tweets o Status updates o Comments
    • 27. Manage Your Reputation• 84 percent of Americans say online reviews influence their purchasing decisions• Check out your ‘reputation’ at…  Yelp  Citysearch  Yahoo! Local  Google Maps  Angie’s List  TripAdvisor  Epinions  Twitter
    • 28. Paid Media• Represents what we purchase o Display ads, paid search, sponsorships• Can complement, reinforce and polish
    • 29. Five Tips for Online Presence Have a Complete PictureKnow Why You are Online Be Active Provide Value Be Credible
    • 30. Know Why You Are Online• Top Three Reasons• Set a Goal for Each
    • 31. Have a Complete Picture• Check out competition• Spend time each month updating profile• Personalize
    • 32. Be Active• Commit• Set a Schedule to Update Page • 10 min/day • 1 hour/week • 3 hour/month
    • 33. Provide Value• Weekly Blog• Specials• Expertise
    • 34. Be Credible• Profile• Current Information• NO spelling errors• Join Relevant Groups
    • 35. HOW DO WE DO IT ALL?
    • 36. Google Alerts
    • 37. Twitter Search
    • 38. Keyword SearchSearch for someone’s business
    • 39. What did you find?• What keywords are you using?• What results did you receive?• Who was first?• Let’s take a look!
    • 40. One Piece – Many DeliverablesWrite content for blog• Blog has RSS feed which goes to feed reader• Announce the blog update on twitter which automatically goes to FacebookCreate a video • Post a link on website • Upload to youtube • Upload same episode to your ITunes podcastTalk about different things - not just about yourself! Makeit interesting!
    • 41. YOUR WEBSITE
    • 42. Marketing Strategy• Need a Social Networking/Media Strategy o Research customer o Determine time commitment• Building relationships and reputations• Adding value to conversations relevant to your business.• Analyze o What marketing worked well? o What marketing didnt work well or not at all? o Are there any standout reasons?
    • 43. Ask yourself• What are your on-line marketing goals?• Who is your on-line target market?• How do you plan to increase your target market?• Which on-line tool/tools will you incorporate in the next 6 months?• What is your call to action?• How does your on-line marketing strategy fit into your traditional marketing strategy?• How do you plan to incorporate this into your marketing strategy?
    • 44. Three E’s of Social Media• Educate• Engage• Entertain Ten Golden Rules to Internet Marketing
    • 45. Resources
    • 46. EMAIL ME AT Contact InformationCHANCOCK1@UNL.EDU
    • 47. Extension is a Division of the Institute of Agriculture and Natural Resources atthe University of Nebraska–Lincoln cooperating with the Counties and theUnited States Department of Agriculture.University of Nebraska–Lincoln Extension educational programs abide with thenondiscrimination policies of the University of Nebraska–Lincoln and theUnited States Department of Agriculture.