Build Your Online Presence Connie Hancock UNL Extension Educator
Online Presence Strategy
How many of you have…….
The Rule of 250The Average person knows at least 250 Those 250 know 250 You have access to 62,500 people
US Social Networks Users 2009-2013
US Facebook Users 2009-2013 millions and % change
Tools US online Retailers Plan to Use
Most Important Aspect of Marketing Plan in 2011
A Small Slice Of Pie Getting Bigger!1’st Quart, 2000 = 0.8%4’th Quart, 2010 = 4.3% +438% or ~44% per yearhttp://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf
E-commerce as Percent of Total Value: 2003 - 2008 http://www.census.gov/econ/estats/2008/2008reportfinal.pdf
Local Search Go to http://www.google.com/
SearchRestaurants near Madison Wisconsin
Place Page• Need Google account – free• Claim your bubble• Verify your location• Edit Place page• Dashboard Information
Google Places http://www.google.com/places/
Check all maps• Yahoo! maps• Bing maps• Mapquest• Google maps For help in claiming “bubbles” – go to http://huskerpreneur.com and click on Resources/Workshop Materials/Online Maps
Part of the Blue Print• Owned Media – what you control• Earned Media – reviews• Paid Media – what you purchase http://mashable.com/2010/02/11/social-objects/
Owned/Claimed Media• Web site• Mobile Site• Blog• Twitter account• Facebook page• Flickr• Youtube channel• Map locations
Website - Builds Foundation• You Control• You Own Channels• Contributes to portfolio• Lays foundation for ‘earned’ value
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
The Big Four
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
LinkedIn• 101 million members worldwide• In over 200 Countries• Used by 69 of Fortune 100 companies• 52% located outside of U.S.
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 http://blog.kissmetrics.com/twitter-statistics/
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.
Earned Media• Result of owned, paid, and participatory programs o Blog posts o Tweets o Status updates o Comments
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
Paid Media• Represents what we purchase o Display ads, paid search, sponsorships• Can complement, reinforce and polish
Five Tips for Online Presence Have a Complete PictureKnow Why You are Online Be Active Provide Value Be Credible
Know Why You Are Online• Top Three Reasons• Set a Goal for Each
Have a Complete Picture• Check out competition• Spend time each month updating profile• Personalize
Be Active• Commit• Set a Schedule to Update Page • 10 min/day • 1 hour/week • 3 hour/month
Provide Value• Weekly Blog• Specials• Expertise
Be Credible• Profile• Current Information• NO spelling errors• Join Relevant Groups
HOW DO WE DO IT ALL?
Google Alerts http://www.google.com/alerts
Twitter Search http://search.twitter.com/
Keyword SearchSearch for someone’s business
What did you find?• What keywords are you using?• What results did you receive?• Who was first?• Let’s take a look!
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!
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?
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?
Three E’s of Social Media• Educate• Engage• Entertain Ten Golden Rules to Internet Marketing
EMAIL ME AT Contact InformationCHANCOCK1@UNL.EDU
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.