Southern LA eBoot Camp

eBoot Camp and Dale Carnegie Present: Expand Your Digital FootprintSaturday, April 30, 2011

Introduction:Saturday, April 30, 2011

Today’s Goal • To discuss the most important pieces of online real estate and make sure you’re using them both effectively and efﬁciently to grow your business.Saturday, April 30, 2011

Social Media: Don’t Look at it like thisSaturday, April 30, 2011

Look at it more like thisSaturday, April 30, 2011

5 P’s • Start with a PLAN • Have a PROCESS behind you • Use PERFORMANCE metrics • Don’t sell, Softly PROMOTE! • PHISH where the PHISH are?Saturday, April 30, 2011

What’s your PLAN? • What are you looking to accomplish? • Engagement? • Brand Awareness? • Leads? • Product Sales? • How will you know if you’re successful?Saturday, April 30, 2011

PROCESSSaturday, April 30, 2011

Performance Metrics • Google Analytics - measure trafﬁc • Bit.ly - watch where your trafﬁc comes from • Be Creative - incentivize people to tell you how they found youSaturday, April 30, 2011

Social Media Don’t Sell, Softly Promote • Mechanics, Roofers, don’t sell, offer free estimates • Restaurants, don’t sell steak, offer speciﬁc social media specials • Dentists, Doctors, Accountants, Lawyers, Real Estate Agents, don’t sell an appointment, offer free advice and build credibilitySaturday, April 30, 2011

Phish where the Phish are • Facebook = 600 mil. users • More time spent of Facebook than any other site • Youtube - 2nd largest search engine in the world • Linkedin = Every Fortune 500 Company is active • And Justin Bieber is on Twitter! :)Saturday, April 30, 2011

Your Social Media Tour • Please close your eyesSaturday, April 30, 2011

Your Dream House www.yourbusiness.comSaturday, April 30, 2011

The Golden KeySaturday, April 30, 2011

Your DogSaturday, April 30, 2011

Burning log ﬁreSaturday, April 30, 2011

White Envelope & CufﬂinkSaturday, April 30, 2011

500 FacesSaturday, April 30, 2011

Birdcage w/ Two BirdsSaturday, April 30, 2011

Video CamerasSaturday, April 30, 2011

Anxious crowd of buyersSaturday, April 30, 2011

Step 1: Get Your Online Ducks in a Row • Website • Google Local Biz Page • Blog • Social Media ProﬁlesSaturday, April 30, 2011

Your Website • You have three different needs to meet: • Users • Search engines • Your own!Saturday, April 30, 2011

Users • Important information above the fold • Phone number • Physical address • Contact us •?Saturday, April 30, 2011

What’s wrong with this picture?Saturday, April 30, 2011

Search Engines • Want good content on each page telling them (and users) who you are and exactly what you do.Saturday, April 30, 2011

Are these the right KEYwords?Saturday, April 30, 2011

How about these?Saturday, April 30, 2011

Your Own • Failure = When a person visits your Website and leaves without giving you their informationSaturday, April 30, 2011

Your OwnSaturday, April 30, 2011

Your Own • Give something of value in exchange of their info • let them know what you’ll do with their email and that it is safe and secure • less about frequency, more about valueSaturday, April 30, 2011

Action I want you to take • Make sure your critical info is above the fold • Incorporate keywords into your Website content • Add an opt-in box and gain control of the relationshipSaturday, April 30, 2011

Chapter on Website Usability & 7 Chapters on Better Google RankingsSaturday, April 30, 2011

Google Local Biz = High-end Real EstateSaturday, April 30, 2011

Saturday, April 30, 2011

How do you verify?Saturday, April 30, 2011

If you don’t show up at all • Places.google.com/business • Make sure area code is on your Website • Make sure city, state is in Title tag and/or description tag and on website • Physical address is on homepageSaturday, April 30, 2011

How many reviews do you have?Saturday, April 30, 2011

why?Saturday, April 30, 2011

What should you do? • Ask your champions to write a review for you. • Boost your positive reviews • Protect yourself from the bad applesSaturday, April 30, 2011

Action I want you to to take • Claim your local business listing • Make sure all info is accurate • Add pics if you want • Ask for reviewsSaturday, April 30, 2011

Google is in trouble... • Why? • Real-time search. • Social Search. • So how are they responding?Saturday, April 30, 2011

Straight from the horses mouth... • Today, were announcing the completion of a new web indexing system called Caffeine. Caffeine provides 50 percent fresher results for web searches than our last index, and its the largest collection of web content weve offered. Whether its a news story, a blog or a forum post, you can now ﬁnd links to relevant content much sooner after it is published than was possible ever before.Saturday, April 30, 2011

Blog • How often does your Website get fresh content? • A place for you to produce fresh content on a consistent basis • Like an online magazine for your biz • www.wordpress.com (or .org) • Use keywords!Saturday, April 30, 2011

wordpress.comSaturday, April 30, 2011

Why have a blog? • Fresh content for search engines to rank • Articles can be spread via social media • Build credibility with your target market - be thought of as a thought-leader. • Get links from other thought-leadersSaturday, April 30, 2011

To run an effective blog • Post often (12 x a month) • some CAN be re-published • Content needs to POP • Use eye-catching pictures • Make it valuable, make it interesting • Engage online communities and share your blogSaturday, April 30, 2011

Actions I want you to take • Start a blog • post at least three times a week • no time? Note it on your eval sheet and we’ll follow up with you.Saturday, April 30, 2011

LinkedIn • Smaller audience than Facebook, but strictly business • Powerful search functionality • Use this tool to connect with new Decision Makers, Companies • Make sure your brand is properly representedSaturday, April 30, 2011

Use Linkedin to... • Connect with current customers • Have current customers help you gain new customers • Build Credibility • Recommendations • ConnectionsSaturday, April 30, 2011

Start with a Robust Proﬁle • Get connected • create compelling content on your proﬁle • not just a resume • Get recommendations/endorsementsSaturday, April 30, 2011

Cold calls • No one likes doing them • there has to be a better way • nothing more powerful in social media than this feature • a warm lead is always better than a cold callSaturday, April 30, 2011

Do ResearchSaturday, April 30, 2011

Find Decision MakersSaturday, April 30, 2011

See who they know that I knowSaturday, April 30, 2011

Build RapportSaturday, April 30, 2011

Get ConnectedSaturday, April 30, 2011

Turning a cold-call into a warm leadSaturday, April 30, 2011

Start Networking • Use linkedin.com/signal • use keywords to engage customers and potential customers in conversationSaturday, April 30, 2011

Use groups • Can’t just join, must interact • Help ﬁrst, build credibility • Find creative ways to move to a more comfortable sales environmentSaturday, April 30, 2011

Actions I want you to take • Get recommendations by giving recommendations • Build your connections • If time is an issue, give someone a list of people/companies and let them do it for you. • Use the Get Introduced tool once a week • Network with groups once a week • Create a company proﬁle for your business as wellSaturday, April 30, 2011

Facebook • Step 1: Get Started • Step 2: Build Your Community • Step 3: Seek Engagement • Step 4: Find Ways to Softly PromoteSaturday, April 30, 2011

Step 1: Get Started • Do you need a personal Facebook page? • Group page vs. Business page? • Why not just create a personal page for my biz?Saturday, April 30, 2011

Step 2: Build Your Community • Send out an email blast • Get 25 connections to secure your vanity URL • Add button to your Website • Suggest to FriendsSaturday, April 30, 2011

Advance Strategies • Facebook Advertising • Tagging • Run a contest • Syndicate your content between Twitter, Linkedin, and BlogSaturday, April 30, 2011

Run a contest • If you do it on your own, be careful • www.facebook.com/promotions_guidelines.php • Wildﬁreapp.comSaturday, April 30, 2011

Step 3: Seek Engagement • Not easy.You need to ﬁnd your rhythm • Ask questions • Post pics/videos • It needs to interest THEMSaturday, April 30, 2011

This is Jody’s ProﬁleSaturday, April 30, 2011

What should you post? • Articles • Company Updates • Community/local topics • Pics/Video that are funny, interesting or valuableSaturday, April 30, 2011

New Pages Features: Just Announced • You can now become your page. • You can toggle between posting as you or the page. • You can ‘Like’ other pages and owners and promote them on your pageSaturday, April 30, 2011

Use Video • Makes your pages come alive • Smart phone • Gets more ‘likes’, comments • Testimonials, how-to’s, demos, day-in-the- life, etc. • 2-4 minutes in lengthSaturday, April 30, 2011

What should you record? • Testimonials • How-to videos • A series of demos (Will it Blend?) • Doesn’t need to be professional, does need to be fun, creative, and/or valuableSaturday, April 30, 2011

Step 4: Find Ways to Softly Promote • Exclusive Facebook Specials • Thank loyal customers • Have fun - rafﬂes, quizzes, contests to get them in the door. • Ex: Take a picture w/ your new couchSaturday, April 30, 2011

Twitter is not:Saturday, April 30, 2011

Twitter is... • The best way to share real-time info • A chat room for you and your customers • Micro-communities of people who care what you care aboutSaturday, April 30, 2011

Twitter is: • The best real-time source for informationSaturday, April 30, 2011

A global Chat room?Saturday, April 30, 2011

Micro-Communities • From The New York Times: At its best, the social medium is a perpetual, personalized news service about topics of your choosing — whether health care reform, tech news or the latest episode of “Gossip Girl” — filtered and served to you by people who care a lot about what you care a lot about.Saturday, April 30, 2011

Twitter is: a way to protect your brandSaturday, April 30, 2011

Twitter is: a way to engage in conversation about topics you’re interested inSaturday, April 30, 2011

Actions I want you to take • Build a proﬁle (add picture, bio, and a couple tweets to show your human!) • Go to www.nearbytweets.com and ﬁnd local twitter users • Download Tweetdeck and use the columns to follow local topics • Don’t be a one-way Tweet! Ask questions, respond and retweet!Saturday, April 30, 2011

SummarySaturday, April 30, 2011

Dale Carnegie ExampleSaturday, April 30, 2011

Power of peer-to-peer marketing • At Steve’s Kitchen & Bath - by far the most options of any store we’ve been to yet. • Publishes to my Facebook - 650 friends • My Twitter - 6,000 followers • Linkedin - 700 Connections • Total local reach - almost 8,000 peers • your cost? $0Saturday, April 30, 2011

Things to Remember about Social Media • Be you. • Be consistent • Have fun • Make it about them • MeasureSaturday, April 30, 2011

Golden Rule of Social Media: • Act more like Dale Carnegie and less like Tony the sleazy car salesmanSaturday, April 30, 2011

Dale Carnegie’s Human Relations Principles • Be a good listener. Encourage others to talk about themselves • Talk in terms of the other person’s interests. • Arouse in the other person an eager want • Smile. • Remember that a person’s name is to that person the sweetest and most important sound in any language.Saturday, April 30, 2011

Action • Write this down • I commit to.... • Building a fan page • creating a blog • shooting some video • Downloading Tweetdeck • etc.Saturday, April 30, 2011

Seminar 101 • 83% of you won’t do what you just wrote down.Saturday, April 30, 2011

Survival Kit Includes: • eBoot Camp Audio Book - $49.99 • Amazon.com bestseller • DVD of Live Event - $49.99 • Professionally Recorded • Audio CD of Live Event - $49.99 • Listen to this content again as you leave the workshop!Saturday, April 30, 2011

Topics Covered • 23-point Website Evaluation sheet • Website SEO • Title Tag, Description Tag, Content • Social Media • Twitter, Facebook, Linkedin • Blogging • Articles, Press Releases, email marketing • Google Local Places, Foursquare • And on and on...Saturday, April 30, 2011

Math Sucks • eBoot Camp Audio Book - $49.99 • DVD of Live Event - $49.99 • Audio CD of Live Event - $49.99 • Take it all - $59.99Saturday, April 30, 2011

Thank you! • Cash or Credit • I’ll be signing books and answering questions • Please ﬁll out your followup forms! • If you enjoyed the presentation, please thank the Dale Carnegie Team!Saturday, April 30, 2011

Southern LA eBoot Camp

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