Small Business / Social Media Survival Strategyv 3<br />Marc Danziger<br />Charmed Particles, Inc.<br />www.charmedparticl...
Introduction<br />© 2009 Charmed Particles, Inc. <br />2<br />
© 2009 Charmed Particles, Inc. <br />3<br />“Tell them what you’re going to tell them.<br />Tell them.<br />Then tell them...
What I’m going to tell you<br />© 2009 Charmed Particles, Inc. <br />4<br />What is social media? (People conversing onlin...
© 2009 Charmed Particles, Inc. <br />5<br />
What’s in it for you?Why are you here?<br />© 2009 Charmed Particles, Inc. <br />6<br />Well, there’s a wave that’s coming...
…caused by the explosion of online tools that help people communicate…<br />© 2009 Charmed Particles, Inc. <br />7<br />
…so business is changing…<br />© 2009 Charmed Particles, Inc. <br />8<br />Customers don’t listen to advertising.(how do y...
…and you don’twant to get wiped out.<br />© 2009 Charmed Particles, Inc. <br />9<br />
What’s ‘wiped-out’?<br />© 2009 Charmed Particles, Inc. <br />10<br />The phone doesn’t ring (no customers) and you go bro...
© 2009 Charmed Particles, Inc. <br />11<br />…How did this all start?<br />A friend spent $3K on a website for her busines...
There’s a standard playbook<br />© 2009 Charmed Particles, Inc. <br />12<br />…from “5 Things Small Business Owners Should...
© 2009 Charmed Particles, Inc. <br />13<br />It’s wrong. Small businesses aren’t just scaled down big ones.<br />When we’r...
Housekeeping<br />© 2009 Charmed Particles, Inc. <br />14<br />
Agenda<br />© 2009 Charmed Particles, Inc. <br />15<br /><ul><li>What’s in it for you?
Who are you? Who am I?
Why are you here?
What’s Social Media?
How Social Media is changing marketing (and other things)
(break)
Social Media for Small Business
Step-by-step
Wrapup and feedback</li></li></ul><li>4 rules of the game<br />© 2009 Charmed Particles, Inc. <br />16<br />This is a conv...
So here’s the deal.<br />© 2009 Charmed Particles, Inc. <br />17<br />We’re going to talk (quickly) about how social media...
You should take away:<br />© 2009 Charmed Particles, Inc. <br />18<br />A basic understanding of social media that will he...
What I ask:<br />© 2009 Charmed Particles, Inc. <br />19<br />Join the conversation.<br />When we’re done, evaluate me. <b...
In the 21st century it’s personal.<br />© 2009 Charmed Particles, Inc. <br />20<br />Business communication is becoming  a...
So - who are you?<br />© 2009 Charmed Particles, Inc. <br />21<br />Name, business.<br />Why are you here? <br />(show of ...
…Who am I?<br />© 2009 Charmed Particles, Inc. <br />22<br />
© 2009 Charmed Particles, Inc. <br />23<br />
© 2009 Charmed Particles, Inc. <br />24<br />
© 2009 Charmed Particles, Inc. <br />25<br />
…what have I done?<br />© 2009 Charmed Particles, Inc. <br />26<br />
…Blogged since 2002<br />© 2009 Charmed Particles, Inc. <br />27<br />
…2 blogs today<br />© 2009 Charmed Particles, Inc. <br />28<br />
…clients?<br />© 2009 Charmed Particles, Inc. <br />29<br />
© 2009 Charmed Particles, Inc. <br />30<br />
© 2009 Charmed Particles, Inc. <br />31<br />
© 2009 Charmed Particles, Inc. <br />33<br />
Concepts<br />© 2009 Charmed Particles, Inc. <br />35<br />
Traditional media:<br />You pay, I talk, you listen<br />Interactive media:<br />You pay, I talk, and you and I talk about...
Traditional media is one-way. A few people talk and most people listen.<br />If you weren’t broadcast, your words only mat...
The impact of social media- July 2009:<br />© 2009 Charmed Particles, Inc. <br />38<br />In 2008, musician Dave Carroll’s ...
The impact of social media - July 2009:<br />© 2009 Charmed Particles, Inc. <br />39<br />As of last week, 7,133,377 had l...
People get to talk back<br />No niche is too small<br />And, most of all, people can find other people and things they are...
Because everyone gets to talk.<br />The conversations are frozen and searchable – meaning they persist and you can find th...
Two or more people.<br />Responding to each other in near-real time.<br />The speakers control what is said.<br />…kind of...
Google<br />Blogs<br />Facebook<br />Twitter<br />YouTube<br />Yelp<br />Digg<br />Del.icio.us<br />© 2009 Charmed Particl...
Check-in … questions?<br />© 2009 Charmed Particles, Inc. <br />44<br />
By themselves, not very useful (see above)<br />But…add Google to make them findable, and suddenly...you get an explosion....
© 2009 Charmed Particles, Inc. <br />46<br />
This ‘sea’ of little grains of content needed structure<br />So at first, we had newsreaders that let everyone structure t...
© 2009 Charmed Particles, Inc. <br />48<br />
People wanted to know what other people were paying attention to (Delic.io.us)<br />People wanted to know what was popular...
Full circle back to AOL/Geocities <br />but with collaborative search & event-driven web.<br />Facebook and LinkedIn are t...
© 2009 Charmed Particles, Inc. <br />51<br />
Online yellow pages are old news<br />But add user-created content and ratings, and you have new generation of user-built ...
© 2009 Charmed Particles, Inc. <br />53<br />
Check-in … questions?<br />© 2009 Charmed Particles, Inc. <br />54<br />
Why does it matter?<br />© 2009 Charmed Particles, Inc. <br />55<br />
The impact of social media - June 2005:<br />Blogger Jeff Jarvis (disclosure: friend of mine) buys a Dell computer, and ha...
November 2005:<br />Jeff’s blog post has been cited by Business Week, NY Times, PC World, the Guardian UK, Adweek, and oth...
Here’s Jeff: <br />“The age of caveat emptor is over. <br />Now the time has come when it&apos;s the seller who must bewar...
Why did Dell get in trouble?<br />Because they didn’t know what their customers thought of them<br />They talked ‘at’ thei...
What did Dell do?<br />Dell got smart<br />Reopened message boards.<br />Started a corporate blog.<br />Decided to start l...
Jarvis’ reaction?<br />“Dell’s executives say their new problem is managing and spreading all this knowledge from customer...
How does big business use social media?<br />© 2009 Charmed Particles, Inc. <br />62<br />Much as Jarvis suggests:<br /><u...
Communicating with customers and potential customers
Engaging customers as marketers (viral)
Building trust w/customers and stakeholders by listening</li></li></ul><li>© 2009 Charmed Particles, Inc. <br />63<br />
What do they do?<br />© 2009 Charmed Particles, Inc. <br />64<br /><ul><li>Communicate out w/blogs and tweets
SME’s, executive, paid staff
Allows direct connection to markets
Help customers communicate in
Like Starbucks
Support forums
Participate in – or sponsor or create – relevant communities</li></li></ul><li>It works for them.<br />McKinsey says:<br /...
More effective marketing.<br />Those are important words…”more effective marketing”<br />How is social media marketing dif...
How do you read this picture?<br />© 2009 Charmed Particles, Inc. <br />67<br />Romantic?<br />Player?<br />
It depends on relationship.<br />© 2009 Charmed Particles, Inc. <br />68<br />Player?<br /><ul><li>Is he offering the rose...
Is he offering the same rose to everyone in the room?</li></ul>Romantic?<br /><ul><li>Is he offering it to the true love o...
The collapse of advertising.<br />© 2009 Charmed Particles, Inc. <br />70<br />For years, we&apos;ve all heard the doomsda...
The collapse of advertising.<br />© 2009 Charmed Particles, Inc. <br />71<br />(source: Millward Brown: What’s In & What’s...
The collapse of advertising.<br />© 2009 Charmed Particles, Inc. <br />72<br />Here’s Jeff Jarvis explaining that the Inte...
The rise of relationships.<br />© 2009 Charmed Particles, Inc. <br />73<br />In a relationship-based situation, a critical...
Big business and relationships.<br />© 2009 Charmed Particles, Inc. <br />74<br />Big business =! personal relationships w...
So they prioritize conversations:<br />© 2009 Charmed Particles, Inc. <br />75<br />…WITH customers and prospects;<br />…W...
Talking ABOUT and talking WITH.<br />© 2009 Charmed Particles, Inc. <br />76<br />Conversations happen in two flavors:<br ...
Talking ABOUT.<br />© 2009 Charmed Particles, Inc. <br />77<br />Conversations that happen ABOUT you are obviously importa...
Big business v. small business<br />© 2009 Charmed Particles, Inc. <br />78<br />Big business wants to reconnect to custom...
Small Business and Social Media<br />© 2009 Charmed Particles, Inc. <br />79<br />
Small business and social media <br />© 2009 Charmed Particles, Inc. <br />80<br />Most consultants teach small business a...
© 2009 Charmed Particles, Inc. <br />81<br />
Small business is different<br />© 2009 Charmed Particles, Inc. <br />82<br />Famous (and very good) social media thinker ...
That’s the conventional wisdom<br />© 2009 Charmed Particles, Inc. <br />83<br />A scaled-down version of what we recommen...
Pause for a bunch of caveats.<br />© 2009 Charmed Particles, Inc. <br />84<br />I believe that these are some basic “truth...
…what’s wrong with it?<br />© 2009 Charmed Particles, Inc. <br />85<br /><ul><li>How long to write 5 or 10 blog posts a we...
How long to write 3 – 5 meaningful tweets/day? Or to post multiple updates to FB? How many followers/fans are you likely t...
Scaling.<br />© 2009 Charmed Particles, Inc. <br />86<br />Major corporate sites get hundreds of thousands (or millions) o...
Empty restaurants aren’t attractive….<br />© 2009 Charmed Particles, Inc. <br />87<br />
Numbers Matter.<br />© 2009 Charmed Particles, Inc. <br />88<br />You need critical mass to make conversations start.<br /...
Bandwidth.<br />© 2009 Charmed Particles, Inc. <br />89<br />Major corporations can hire someone to interact with social m...
© 2009 Charmed Particles, Inc. <br />90<br />Not making pizza, not selling houses, not fixing locks…<br />…not making mone...
The answer?<br />© 2009 Charmed Particles, Inc. <br />91<br />Find and use the conversations ABOUT your business to do two...
Danziger’s Hierarchy of Survival<br />© 2009 Charmed Particles, Inc. <br />92<br />
Check-in … questions?<br />© 2009 Charmed Particles, Inc. <br />93<br />
The easy stuff<br />© 2009 Charmed Particles, Inc. <br />94<br />
To get customers, your business relies on two things:<br />© 2009 Charmed Particles, Inc. <br />95<br />Identity<br />Repu...
Identity<br />Who?<br />What?<br />Where?<br />© 2009 Charmed Particles, Inc. <br />96<br />Reputation<br /><ul><li>Any good?
Can I trust?
Who says?</li></ul>You need to understand how both are changing… (and that’s what this is about)<br />
Is This All There Is?<br />Again, no.<br />Advertising, marketing, building awareness – all of those obviously matter. And...
You used to own your identity.<br />(bought and paid for…)<br />© 2009 Charmed Particles, Inc. <br />98<br />Ads…<br />Web...
Where is your identity today?<br />Shifting from:<br />Print Directories<br />Print Ads<br />Your Web Site<br />To<br />On...
Why does this change matter?The web used to be the open plains.<br />© 2009 Charmed Particles, Inc. <br />100<br />All tha...
Now there are highways.<br />© 2009 Charmed Particles, Inc. <br />101<br />Roads other people built will make or break the...
How do you get found?<br />© 2009 Charmed Particles, Inc. <br />103<br />63%<br /> 30%<br />TMP Directional Marketing – 20...
Do you even need your own web site?<br />Could you get found perfectly well on Google, Yahoo, Yelp, Citysearch…?<br />Lots...
© 2009 Charmed Particles, Inc. <br />105<br />Just having a site – or a suit - doesn’t always help your image.<br />
© 2009 Charmed Particles, Inc. <br />106<br />
Reputation matters more.<br />It used to only matter f2f (that’s Face To Face)<br />…which meant building or changing it w...
Now, your reputation is online.<br />© 2009 Charmed Particles, Inc. <br />108<br />And tied to your identity.<br />
For better …<br />“…Yes, indeed, Frank, my new favorite locksmith, was here yesterday afternoon, just when the movers left...
…and worse.<br />“Flam&apos;s is terrible!  Five hundred dollars later, the door still doesn&apos;t lock and they won&apos...
Managing Your Reputation<br />What’s your strategy for dealing with people who say nice things? <br />Who say bad things?<...
Start By Observing<br />To find your reputation online, first check:<br />Google<br />Yahoo<br />Yelp.com<br />Twitter<br ...
Reinforce the Positive<br />Find the people who say positive things, and reach out to them. Offer an appreciative comment,...
Embrace the Negative<br />Find the people who say negative things, and reach out to them too. Why they are unhappy? If you...
Embrace the Negative.<br />Here’s a real-life story.<br />Amy Korin orders a pizza from her local Chicago Domino’s. They d...
Embrace the Negative.<br />The next morning she gets a tweet back with a link to this video.<br />© 2009 Charmed Particles...
Ask So They’ll Tell<br />Approach all your customers and let them know that you want to know what they think; that you’re ...
So what’s the plan?<br />© 2009 Charmed Particles, Inc. <br />118<br />
Danziger’s Hierarchy of Survival<br />© 2009 Charmed Particles, Inc. <br />119<br />
Next, some actions and tools.<br />Here are three concrete tasks that will help you manage your identity and reputation on...
Plan.<br />© 2009 Charmed Particles, Inc. <br />121<br />Review the performance of what you have today – how much traffic,...
First, Claim Your Identity<br />The major directory sites – <br />Google<br />Yahoo<br />Citysearch<br />Yelp<br />Yellowp...
Claim Your Identity<br />© 2009 Charmed Particles, Inc. <br />123<br />www.google.com/local/add<br />
Claim Your Identity<br />http://edit2.ls.sp2.yahoo.com/csubmit/<br />© 2009 Charmed Particles, Inc. <br />124<br />
Claim Your Identity<br />https://ssl.bing.com/listings/ListingCenter.aspx<br />© 2009 Charmed Particles, Inc. <br />125<br />
Claim Your Identity<br />Go to the business entry and click<br />© 2009 Charmed Particles, Inc. <br />126<br />
Claim Your Identity<br />On any listing page, go to the bottom…<br />© 2009 Charmed Particles, Inc. <br />127<br />
Claim Your Identity<br />On any listing page, find this link…<br />© 2009 Charmed Particles, Inc. <br />128<br />
Check<br />© 2009 Charmed Particles, Inc. <br />129<br />Set up keyword “agents” on Google and Yahoo for your business nam...
Be alert.<br />http://www.google.com/alerts?hl=en<br />© 2009 Charmed Particles, Inc. <br />130<br />
Be alert.<br />http://www.socialmention.com<br />© 2009 Charmed Particles, Inc. <br />131<br />
Be alert.<br />http://www.filtrbox.com<br />© 2009 Charmed Particles, Inc. <br />132<br />
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Small Business Social Media V3b Working

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Here's the final version of a contrarian presentation on social media and small business.

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Small Business Social Media V3b Working

  1. 1. Small Business / Social Media Survival Strategyv 3<br />Marc Danziger<br />Charmed Particles, Inc.<br />www.charmedparticles.com<br />marcd@charmedparticles.com<br />© 2009 Charmed Particles, Inc. <br />1<br />
  2. 2. Introduction<br />© 2009 Charmed Particles, Inc. <br />2<br />
  3. 3. © 2009 Charmed Particles, Inc. <br />3<br />“Tell them what you’re going to tell them.<br />Tell them.<br />Then tell them what you just told them.”<br />(variously attributed to Aristotle and Churchill)<br />
  4. 4. What I’m going to tell you<br />© 2009 Charmed Particles, Inc. <br />4<br />What is social media? (People conversing online.)<br />How does big business use it? (They talk to people.)<br />Can small business use it the same way? (Not often.)<br />So then what can small business do to survive in the era of Yelp and Google?Manage your identity.Manage your reputation.…then do everything else.<br />
  5. 5. © 2009 Charmed Particles, Inc. <br />5<br />
  6. 6. What’s in it for you?Why are you here?<br />© 2009 Charmed Particles, Inc. <br />6<br />Well, there’s a wave that’s coming<br />arrived …<br />
  7. 7. …caused by the explosion of online tools that help people communicate…<br />© 2009 Charmed Particles, Inc. <br />7<br />
  8. 8. …so business is changing…<br />© 2009 Charmed Particles, Inc. <br />8<br />Customers don’t listen to advertising.(how do you get them?)<br />Customers are talking back.(how do you keep them happy?)<br />Customers have more choices.(how do you add value?)<br />
  9. 9. …and you don’twant to get wiped out.<br />© 2009 Charmed Particles, Inc. <br />9<br />
  10. 10. What’s ‘wiped-out’?<br />© 2009 Charmed Particles, Inc. <br />10<br />The phone doesn’t ring (no customers) and you go broke.<br /> You spend time and money on ineffective marketing (and you go broke).<br />You competitors leave you behind. (and…)<br />
  11. 11. © 2009 Charmed Particles, Inc. <br />11<br />…How did this all start?<br />A friend spent $3K on a website for her business.<br />It generated no customers. She asked me what to do.<br />
  12. 12. There’s a standard playbook<br />© 2009 Charmed Particles, Inc. <br />12<br />…from “5 Things Small Business Owners Should Do Today Online” by Chris Brogan:<br />Start a blog<br />Start listening<br />Try Twitter OR Facebook<br />Get the word out<br />Try moving the needle (create events, do something out of the box)<br />
  13. 13. © 2009 Charmed Particles, Inc. <br />13<br />It’s wrong. Small businesses aren’t just scaled down big ones.<br />When we’re done, I hope you’ll agree.<br />
  14. 14. Housekeeping<br />© 2009 Charmed Particles, Inc. <br />14<br />
  15. 15. Agenda<br />© 2009 Charmed Particles, Inc. <br />15<br /><ul><li>What’s in it for you?
  16. 16. Who are you? Who am I?
  17. 17. Why are you here?
  18. 18. What’s Social Media?
  19. 19. How Social Media is changing marketing (and other things)
  20. 20. (break)
  21. 21. Social Media for Small Business
  22. 22. Step-by-step
  23. 23. Wrapup and feedback</li></li></ul><li>4 rules of the game<br />© 2009 Charmed Particles, Inc. <br />16<br />This is a conversation – please ask questions or raise issues when you think of them.<br />Because this is a conversation between the folks in the room, please turn off your phones. Ring tones and texting are conversation-killers.<br />If something isn’t clear or seems wrong – speak up. How else am I going to learn?<br />We’ll take a 15-min break for phones etc. about 9:15<br />
  24. 24. So here’s the deal.<br />© 2009 Charmed Particles, Inc. <br />17<br />We’re going to talk (quickly) about how social media works.<br />Then we’re going to talk about how small business can best use it.<br />
  25. 25. You should take away:<br />© 2009 Charmed Particles, Inc. <br />18<br />A basic understanding of social media that will help you make your own plans. <br />Some concrete actions you can do today to improve your business marketing using social media.<br />
  26. 26. What I ask:<br />© 2009 Charmed Particles, Inc. <br />19<br />Join the conversation.<br />When we’re done, evaluate me. <br />
  27. 27. In the 21st century it’s personal.<br />© 2009 Charmed Particles, Inc. <br />20<br />Business communication is becoming a conversation.<br />Companies don’t have conversations, people do.<br />
  28. 28. So - who are you?<br />© 2009 Charmed Particles, Inc. <br />21<br />Name, business.<br />Why are you here? <br />(show of hands) Do you use Facebook? LinkedIn? Twitter? Have a blog?<br />(show of hands) Do you read blogs? <br />
  29. 29. …Who am I?<br />© 2009 Charmed Particles, Inc. <br />22<br />
  30. 30. © 2009 Charmed Particles, Inc. <br />23<br />
  31. 31. © 2009 Charmed Particles, Inc. <br />24<br />
  32. 32. © 2009 Charmed Particles, Inc. <br />25<br />
  33. 33. …what have I done?<br />© 2009 Charmed Particles, Inc. <br />26<br />
  34. 34. …Blogged since 2002<br />© 2009 Charmed Particles, Inc. <br />27<br />
  35. 35. …2 blogs today<br />© 2009 Charmed Particles, Inc. <br />28<br />
  36. 36. …clients?<br />© 2009 Charmed Particles, Inc. <br />29<br />
  37. 37. © 2009 Charmed Particles, Inc. <br />30<br />
  38. 38. © 2009 Charmed Particles, Inc. <br />31<br />
  39. 39. © 2009 Charmed Particles, Inc. <br />32<br />
  40. 40. © 2009 Charmed Particles, Inc. <br />33<br />
  41. 41. …what have I done?<br />© 2009 Charmed Particles, Inc. <br />34<br />
  42. 42. Concepts<br />© 2009 Charmed Particles, Inc. <br />35<br />
  43. 43. Traditional media:<br />You pay, I talk, you listen<br />Interactive media:<br />You pay, I talk, and you and I talk about what I just talked about<br />Social media:<br />Everyone start talking to each other while I get coffee, and then I’ll come back and join the conversation <br />© 2009 Charmed Particles, Inc. <br />36<br />What is social media?<br />
  44. 44. Traditional media is one-way. A few people talk and most people listen.<br />If you weren’t broadcast, your words only mattered to a small group.<br />Today, the average person’s ideas, knowledge and words are easily found alongside traditional media’s.<br />What’s the impact of that?<br />© 2009 Charmed Particles, Inc. <br />37<br />How does that work?<br />
  45. 45. The impact of social media- July 2009:<br />© 2009 Charmed Particles, Inc. <br />38<br />In 2008, musician Dave Carroll’s guitar was broken by baggage handlers on United Airlines… <br />Dave spoke up (“United breaks guitars” video). <br />
  46. 46. The impact of social media - July 2009:<br />© 2009 Charmed Particles, Inc. <br />39<br />As of last week, 7,133,377 had listened. <br />Here’s CNN.<br />
  47. 47. People get to talk back<br />No niche is too small<br />And, most of all, people can find other people and things they are interested in<br />Find people with relevant experience<br />Find people with common interests<br />Find old friends or make new ones<br />Find ‘stuff’ and the people who sell it<br />© 2009 Charmed Particles, Inc. <br />40<br />The impact is immense.<br />
  48. 48. Because everyone gets to talk.<br />The conversations are frozen and searchable – meaning they persist and you can find them.<br />So you can find the person who is important to you (subject expert? Experienced customer?) and what they have to say.<br />© 2009 Charmed Particles, Inc. <br />41<br />It’s all about conversations.<br />
  49. 49. Two or more people.<br />Responding to each other in near-real time.<br />The speakers control what is said.<br />…kind of like an actual, you know, conversation.<br />© 2009 Charmed Particles, Inc. <br />42<br />What do we mean, conversations?<br />
  50. 50. Google<br />Blogs<br />Facebook<br />Twitter<br />YouTube<br />Yelp<br />Digg<br />Del.icio.us<br />© 2009 Charmed Particles, Inc. <br />43<br />Where can you see it?<br />
  51. 51. Check-in … questions?<br />© 2009 Charmed Particles, Inc. <br />44<br />
  52. 52. By themselves, not very useful (see above)<br />But…add Google to make them findable, and suddenly...you get an explosion.<br />Tech blogs, war blogs, politics blogs, relationship blogs, sex blogs, car blogs, travel blogs, language blogs, pet blogs, business blogs…everyone seems to want to talk about something.<br />© 2009 Charmed Particles, Inc. <br />45<br />In the beginning were blogs<br />
  53. 53. © 2009 Charmed Particles, Inc. <br />46<br />
  54. 54. This ‘sea’ of little grains of content needed structure<br />So at first, we had newsreaders that let everyone structure their own content<br />© 2009 Charmed Particles, Inc. <br />47<br />Then came aggregators<br />
  55. 55. © 2009 Charmed Particles, Inc. <br />48<br />
  56. 56. People wanted to know what other people were paying attention to (Delic.io.us)<br />People wanted to know what was popular (Digg)<br />© 2009 Charmed Particles, Inc. <br />49<br />Then came sharing & ranking<br />
  57. 57. Full circle back to AOL/Geocities <br />but with collaborative search & event-driven web.<br />Facebook and LinkedIn are the winners in that space (so far)<br />Facebook as a personal gathering place<br />LinkedIn and a professional networking tool<br />© 2009 Charmed Particles, Inc. <br />50<br />Then came sites as “containers.”<br />
  58. 58. © 2009 Charmed Particles, Inc. <br />51<br />
  59. 59. Online yellow pages are old news<br />But add user-created content and ratings, and you have new generation of user-built directory<br />Add mapping and location-based search, and you have a whole new way to market . <br />© 2009 Charmed Particles, Inc. <br />52<br />And how about yellow pages?<br />
  60. 60. © 2009 Charmed Particles, Inc. <br />53<br />
  61. 61. Check-in … questions?<br />© 2009 Charmed Particles, Inc. <br />54<br />
  62. 62. Why does it matter?<br />© 2009 Charmed Particles, Inc. <br />55<br />
  63. 63. The impact of social media - June 2005:<br />Blogger Jeff Jarvis (disclosure: friend of mine) buys a Dell computer, and has some problems.<br />Dell customer service is - unhelpful.<br />Dell stock is at 40.3; HP stock is at 22.68<br />© 2009 Charmed Particles, Inc. <br />56<br />Jeff starts blogging about ‘Dell Hell’<br />
  64. 64. November 2005:<br />Jeff’s blog post has been cited by Business Week, NY Times, PC World, the Guardian UK, Adweek, and other mainstream media.<br />Dell’s reaction? It shuts down its message boards and issues press releases.<br />The market’s reaction? Dell 29.24, HP 28.79<br />Eventually, Dell lost ~$36 Billion in market cap.<br />© 2009 Charmed Particles, Inc. <br />57<br />
  65. 65. Here’s Jeff: <br />“The age of caveat emptor is over. <br />Now the time has come when it&apos;s the seller who must beware. Caveat venditor.”<br />© 2009 Charmed Particles, Inc. <br />58<br />
  66. 66. Why did Dell get in trouble?<br />Because they didn’t know what their customers thought of them<br />They talked ‘at’ their customers, they didn’t converse ‘with’ them.<br />© 2009 Charmed Particles, Inc. <br />59<br />Blogs didn’t cause Dell’s problems.<br />…they just helped reveal them. <br />
  67. 67. What did Dell do?<br />Dell got smart<br />Reopened message boards.<br />Started a corporate blog.<br />Decided to start listening to its customers, and launched ‘Ideastorm’ – a Digg-like rating tool that let customers suggest ideas and vote on them.<br />© 2009 Charmed Particles, Inc. <br />60<br />
  68. 68. Jarvis’ reaction?<br />“Dell’s executives say their new problem is managing and spreading all this knowledge from customers. Its chief marketer said his new opportunity is to rely on customer-advocates to sell computers. And Michael Dell predicted a future of “co-creation of products and services” with customers.<br />There it is: …Dell and its customers are collaborating on the creation of content, media and marketing - without content, media or marketing companies.”<br />© 2009 Charmed Particles, Inc. <br />61<br />
  69. 69. How does big business use social media?<br />© 2009 Charmed Particles, Inc. <br />62<br />Much as Jarvis suggests:<br /><ul><li>Internal collaboration
  70. 70. Communicating with customers and potential customers
  71. 71. Engaging customers as marketers (viral)
  72. 72. Building trust w/customers and stakeholders by listening</li></li></ul><li>© 2009 Charmed Particles, Inc. <br />63<br />
  73. 73. What do they do?<br />© 2009 Charmed Particles, Inc. <br />64<br /><ul><li>Communicate out w/blogs and tweets
  74. 74. SME’s, executive, paid staff
  75. 75. Puts a human face on the company
  76. 76. Allows direct connection to markets
  77. 77. Help customers communicate in
  78. 78. Like Starbucks
  79. 79. Support forums
  80. 80. Participate in – or sponsor or create – relevant communities</li></li></ul><li>It works for them.<br />McKinsey says:<br /> “Their responses suggest why Web 2.0 remains of high interest: 69 percent of respondents report that their companies have gained measurable business benefits, including more innovative products and services, more effective marketing, better access to knowledge, lower cost of doing business, and higher revenues.”<br />McKinsey & Co June 2009 survey<br />© 2009 Charmed Particles, Inc. <br />65<br />
  81. 81. More effective marketing.<br />Those are important words…”more effective marketing”<br />How is social media marketing different?<br />© 2009 Charmed Particles, Inc. <br />66<br />
  82. 82. How do you read this picture?<br />© 2009 Charmed Particles, Inc. <br />67<br />Romantic?<br />Player?<br />
  83. 83. It depends on relationship.<br />© 2009 Charmed Particles, Inc. <br />68<br />Player?<br /><ul><li>Is he offering the rose to someone he just met?
  84. 84. Is he offering the same rose to everyone in the room?</li></ul>Romantic?<br /><ul><li>Is he offering it to the true love of his life?</li></li></ul><li>Marketing depends on relationship.<br />© 2009 Charmed Particles, Inc. <br />69<br />If you ask every stranger for the sale – you’re a player.<br />(You’re also practicing traditional advertising.)<br />If you already have a relationship with someone when you ask – you’re not.<br />Which sales model is right for you?<br />Which one works and why?<br />
  85. 85. The collapse of advertising.<br />© 2009 Charmed Particles, Inc. <br />70<br />For years, we&apos;ve all heard the doomsday predictions about the declining effectiveness of mass media advertising. What&apos;s changed is that this apocalyptic scenario has now made the fateful transition from ‘forecast’ to ‘fact.’<br />- John Hilbrich, in “Promo”<br />
  86. 86. The collapse of advertising.<br />© 2009 Charmed Particles, Inc. <br />71<br />(source: Millward Brown: What’s In & What’s Out)<br />
  87. 87. The collapse of advertising.<br />© 2009 Charmed Particles, Inc. <br />72<br />Here’s Jeff Jarvis explaining that the Internet makes advertising “a failure.”<br />
  88. 88. The rise of relationships.<br />© 2009 Charmed Particles, Inc. <br />73<br />In a relationship-based situation, a critical factor is trust. This takes time to build, for particularly for the buyer to accept that the seller will always keep their best interests at heart. <br />- David Straker, “Changing Minds”<br />
  89. 89. Big business and relationships.<br />© 2009 Charmed Particles, Inc. <br />74<br />Big business =! personal relationships with customers.<br />The customer relationship was with the abstract “brand.”<br />Today, the brands are becoming re-personalized.<br />Social media is their solution.<br />
  90. 90. So they prioritize conversations:<br />© 2009 Charmed Particles, Inc. <br />75<br />…WITH customers and prospects;<br />…WITH employees;<br />…WITH vendors and stakeholders.<br />(Because they can spend enough $ to brandbuild and shape perception – or think they can.) <br />
  91. 91. Talking ABOUT and talking WITH.<br />© 2009 Charmed Particles, Inc. <br />76<br />Conversations happen in two flavors:<br />ABOUT you and WITH you.<br />Social media is both.<br />(But when you “do” social media it’s important to think about which one.)<br />
  92. 92. Talking ABOUT.<br />© 2009 Charmed Particles, Inc. <br />77<br />Conversations that happen ABOUT you are obviously important … <br />“United Breaks Guitars” and “Dell Hell” are ABOUT United and Dell.<br />For big business, though, it’s improving conversations WITH that are the priority.<br />(If only they’d had conversations WITH Carroll and Jarvis…)<br />
  93. 93. Big business v. small business<br />© 2009 Charmed Particles, Inc. <br />78<br />Big business wants to reconnect to customers.<br />Is that small business’ issue?<br />The answer to that question tells us what small businesses should do.<br />(hint: I think it has to with conversations ABOUT.) <br />
  94. 94. Small Business and Social Media<br />© 2009 Charmed Particles, Inc. <br />79<br />
  95. 95. Small business and social media <br />© 2009 Charmed Particles, Inc. <br />80<br />Most consultants teach small business a scaled-down version of what big business does.<br />How’s that working? <br />Citibank just surveyed 500 small business owners…<br />
  96. 96. © 2009 Charmed Particles, Inc. <br />81<br />
  97. 97. Small business is different<br />© 2009 Charmed Particles, Inc. <br />82<br />Famous (and very good) social media thinker Chris Brogan<br />…Iisted “5 Things Small Business Owners Should Do Today Online:<br />Start a blog<br />Start listening<br />Try Twitter OR Facebook<br />Get the word out<br />Try moving the needle (create events, do something out of the box)<br />
  98. 98. That’s the conventional wisdom<br />© 2009 Charmed Particles, Inc. <br />83<br />A scaled-down version of what we recommend to big business.<br />With a lot of emphasis on conversations WITH.<br />What’s wrong with it?<br />
  99. 99. Pause for a bunch of caveats.<br />© 2009 Charmed Particles, Inc. <br />84<br />I believe that these are some basic “truths” that apply to everyone.<br />But I get it that some businesses need to go further.<br />Just make sure you cover the basics 1st.<br />
  100. 100. …what’s wrong with it?<br />© 2009 Charmed Particles, Inc. <br />85<br /><ul><li>How long to write 5 or 10 blog posts a week? (the minimum it takes to drive traffic)? How much traffic are you likely to get?
  101. 101. How long to write 3 – 5 meaningful tweets/day? Or to post multiple updates to FB? How many followers/fans are you likely to get?</li></ul>What’s the ROE (Return on Effort?)<br />
  102. 102. Scaling.<br />© 2009 Charmed Particles, Inc. <br />86<br />Major corporate sites get hundreds of thousands (or millions) of visits a day.<br />Small business sites may get dozens of visits a day.<br />A corporate blogger for Microsoft may get ten thousand visitors a day, and have thousands of followers on Twitter because of the power of the parent brand. Lots of conversations are inevitible.<br />A small business blogger faces this problem…<br />
  103. 103. Empty restaurants aren’t attractive….<br />© 2009 Charmed Particles, Inc. <br />87<br />
  104. 104. Numbers Matter.<br />© 2009 Charmed Particles, Inc. <br />88<br />You need critical mass to make conversations start.<br />Think about parties you give. What’s it like when the first two people come in?<br />What’s it like for the ninth and tenth?<br />
  105. 105. Bandwidth.<br />© 2009 Charmed Particles, Inc. <br />89<br />Major corporations can hire someone to interact with social media – to represent them on Facebook or tweet as a full time job.<br />Small business can’t.<br />
  106. 106. © 2009 Charmed Particles, Inc. <br />90<br />Not making pizza, not selling houses, not fixing locks…<br />…not making money.<br />
  107. 107. The answer?<br />© 2009 Charmed Particles, Inc. <br />91<br />Find and use the conversations ABOUT your business to do two things:<br />Make it easier for people who are interested in what you have to sell to find you.<br />Make sure they don’t have a negative impression of you.<br />
  108. 108. Danziger’s Hierarchy of Survival<br />© 2009 Charmed Particles, Inc. <br />92<br />
  109. 109. Check-in … questions?<br />© 2009 Charmed Particles, Inc. <br />93<br />
  110. 110. The easy stuff<br />© 2009 Charmed Particles, Inc. <br />94<br />
  111. 111. To get customers, your business relies on two things:<br />© 2009 Charmed Particles, Inc. <br />95<br />Identity<br />Reputation<br />
  112. 112. Identity<br />Who?<br />What?<br />Where?<br />© 2009 Charmed Particles, Inc. <br />96<br />Reputation<br /><ul><li>Any good?
  113. 113. Can I trust?
  114. 114. Who says?</li></ul>You need to understand how both are changing… (and that’s what this is about)<br />
  115. 115. Is This All There Is?<br />Again, no.<br />Advertising, marketing, building awareness – all of those obviously matter. And there are social media hooks for doing each of these.<br />But there’s a hierarchy:<br />Get found<br />Don’t get trashed<br />Be liked<br />Be known<br />Do more with whatever time and money you have left after doing the first two.<br />© 2009 Charmed Particles, Inc. <br />97<br />
  116. 116. You used to own your identity.<br />(bought and paid for…)<br />© 2009 Charmed Particles, Inc. <br />98<br />Ads…<br />Website…<br />Location…<br />
  117. 117. Where is your identity today?<br />Shifting from:<br />Print Directories<br />Print Ads<br />Your Web Site<br />To<br />Online local directories (Google, Yahoo, Citysearch, Yelp…)<br />Search engine records in Google / Yahoo<br />You don’t own or control all of these. <br />But you still have to actively manage all of them…<br />(that’s the core takeaway of this presentation)<br />© 2009 Charmed Particles, Inc. <br />99<br />
  118. 118. Why does this change matter?The web used to be the open plains.<br />© 2009 Charmed Particles, Inc. <br />100<br />All that mattered was improving your homestead.<br />
  119. 119. Now there are highways.<br />© 2009 Charmed Particles, Inc. <br />101<br />Roads other people built will make or break the value of your property.<br />
  120. 120. Today, identity is search.<br />© 2009 Charmed Particles, Inc. <br />102<br />Most people try and manage their sites and their ads. <br />But you are often found and presented in the context of systems other people own.<br />Maybe – just maybe - you should be focused on managing your identity instead…<br />
  121. 121. How do you get found?<br />© 2009 Charmed Particles, Inc. <br />103<br />63%<br /> 30%<br />TMP Directional Marketing – 2009 Local Search study<br />
  122. 122. Do you even need your own web site?<br />Could you get found perfectly well on Google, Yahoo, Yelp, Citysearch…?<br />Lots of reasons to have a site (just like the reasons to have an attractive storefront). <br />But is it for everybody?<br />Is it the be-all-end-all of your marketing? <br />No. The strongest identity you can afford is the be-all-end-all of your marketing efforts.<br />© 2009 Charmed Particles, Inc. <br />104<br />
  123. 123. © 2009 Charmed Particles, Inc. <br />105<br />Just having a site – or a suit - doesn’t always help your image.<br />
  124. 124. © 2009 Charmed Particles, Inc. <br />106<br />
  125. 125. Reputation matters more.<br />It used to only matter f2f (that’s Face To Face)<br />…which meant building or changing it was slow.<br />…and because it was verbal, it did not persist.<br />…and relatively few people knew about it.<br />© 2009 Charmed Particles, Inc. <br />107<br />
  126. 126. Now, your reputation is online.<br />© 2009 Charmed Particles, Inc. <br />108<br />And tied to your identity.<br />
  127. 127. For better …<br />“…Yes, indeed, Frank, my new favorite locksmith, was here yesterday afternoon, just when the movers left.  He worked on all the locks and got me new keys and reprogrammed the garage door opener.  And told me where the best Mexican food is to be found locally (future review)  and chatted with me about local events & all kinds of stuff.  So happy to be your new neighbor, Frank!  You did a magnificent job on my locks & general safety issues for an extremely reasonable price & I highly recommend you to anyone and everyone!” <br />- Hermosa Lock & Safe, reviewed on Yelp.com<br />© 2009 Charmed Particles, Inc. <br />109<br />
  128. 128. …and worse.<br />“Flam&apos;s is terrible!  Five hundred dollars later, the door still doesn&apos;t lock and they won&apos;t come back to fix it without charging a minimum of another $160 and who knows how much more after that.   (Who&apos;s ever heard of a lock that needs twice a year housecalls when the weather changes... does the weather even change in LA?)<br />They have bad customer service too, although honestly I don&apos;t care how unprofessional they are- all I wanted was a lock that works more than a few months.<br />Hire someone else! “<br />-Flam’s Key Service, reviewed on Yelp<br />© 2009 Charmed Particles, Inc. <br />110<br />
  129. 129. Managing Your Reputation<br />What’s your strategy for dealing with people who say nice things? <br />Who say bad things?<br />…what if no one says anything at all?<br />© 2009 Charmed Particles, Inc. <br />111<br />
  130. 130. Start By Observing<br />To find your reputation online, first check:<br />Google<br />Yahoo<br />Yelp.com<br />Twitter<br />Citysearch.com<br />Superpages.com<br />Yellowpages.com<br />© 2009 Charmed Particles, Inc. <br />112<br />
  131. 131. Reinforce the Positive<br />Find the people who say positive things, and reach out to them. Offer an appreciative comment, send a personal email, send them a coupon for $5 off the next time they come.<br />It’s not the economic value that matters; it’s the fact that you’re paying attention.<br />© 2009 Charmed Particles, Inc. <br />113<br />
  132. 132. Embrace the Negative<br />Find the people who say negative things, and reach out to them too. Why they are unhappy? If you can – make it right. If you can’t, explain what you learned and what you will do differently. Send a personal email, send them a coupon for $5 off the next time they come.<br />Just like the positive comment - it’s not the economic value that matters; it’s the fact that you’re paying attention.<br />© 2009 Charmed Particles, Inc. <br />114<br />
  133. 133. Embrace the Negative.<br />Here’s a real-life story.<br />Amy Korin orders a pizza from her local Chicago Domino’s. They deliver the wrong pizza an hour later.<br />She tweets about it.<br />© 2009 Charmed Particles, Inc. <br />115<br />
  134. 134. Embrace the Negative.<br />The next morning she gets a tweet back with a link to this video.<br />© 2009 Charmed Particles, Inc. <br />116<br />
  135. 135. Ask So They’ll Tell<br />Approach all your customers and let them know that you want to know what they think; that you’re checking online.<br />Encourage them to tell others what they think of you. Hand out a card that tells them how to do it and where.<br />Just like the positive or negative comment - it’s the fact that you’re paying attention that matters.<br />© 2009 Charmed Particles, Inc. <br />117<br />
  136. 136. So what’s the plan?<br />© 2009 Charmed Particles, Inc. <br />118<br />
  137. 137. Danziger’s Hierarchy of Survival<br />© 2009 Charmed Particles, Inc. <br />119<br />
  138. 138. Next, some actions and tools.<br />Here are three concrete tasks that will help you manage your identity and reputation online.<br />© 2009 Charmed Particles, Inc. <br />120<br />Every 6 months, make a plan.<br />Every day, check the Web.<br />As needed, engage.<br />
  139. 139. Plan.<br />© 2009 Charmed Particles, Inc. <br />121<br />Review the performance of what you have today – how much traffic, how many conversions.<br />Decide if you want your own website or if you will maintain identity with your entries on local search.<br />Hone the description of your identity on local search sites; optimize your own site if you have one. Do this every three or six months!<br />
  140. 140. First, Claim Your Identity<br />The major directory sites – <br />Google<br />Yahoo<br />Citysearch<br />Yelp<br />Yellowpages.com<br />All allow you to ‘claim’ your business entry.<br />You can add content, correct data, and describe your business. Do this now.<br />© 2009 Charmed Particles, Inc. <br />122<br />
  141. 141. Claim Your Identity<br />© 2009 Charmed Particles, Inc. <br />123<br />www.google.com/local/add<br />
  142. 142. Claim Your Identity<br />http://edit2.ls.sp2.yahoo.com/csubmit/<br />© 2009 Charmed Particles, Inc. <br />124<br />
  143. 143. Claim Your Identity<br />https://ssl.bing.com/listings/ListingCenter.aspx<br />© 2009 Charmed Particles, Inc. <br />125<br />
  144. 144. Claim Your Identity<br />Go to the business entry and click<br />© 2009 Charmed Particles, Inc. <br />126<br />
  145. 145. Claim Your Identity<br />On any listing page, go to the bottom…<br />© 2009 Charmed Particles, Inc. <br />127<br />
  146. 146. Claim Your Identity<br />On any listing page, find this link…<br />© 2009 Charmed Particles, Inc. <br />128<br />
  147. 147. Check<br />© 2009 Charmed Particles, Inc. <br />129<br />Set up keyword “agents” on Google and Yahoo for your business name and your key competitors’ business names, as well as industry terms.<br />Google search on news, blogs, discussion groups. Once in a while, check the results against another search engine (Ask, Yahoo). Search on local search sites.<br />Do this every day – set aside fifteen minutes and just do it.<br />
  148. 148. Be alert.<br />http://www.google.com/alerts?hl=en<br />© 2009 Charmed Particles, Inc. <br />130<br />
  149. 149. Be alert.<br />http://www.socialmention.com<br />© 2009 Charmed Particles, Inc. <br />131<br />
  150. 150. Be alert.<br />http://www.filtrbox.com<br />© 2009 Charmed Particles, Inc. <br />132<br />
  151. 151. Be alert.<br />http://www.twitter.com<br />© 2009 Charmed Particles, Inc. <br />133<br />Search Twitter as well.<br />
  152. 152. Engage<br />© 2009 Charmed Particles, Inc. <br />134<br />Write up some ‘thank you’ messages to people who say nice things. <br />Come up with a checklist of questions for users who were unhappy – when, what went wrong, who did you talk to – and send a message and some questions to everyone who criticizes you.<br />Ask customers for feedback – on your site or on rating sites you point out to them.<br />Your ideas? <br />
  153. 153. What is engagement?<br />When you know who your customers are, and they know who you are.<br />…you know what your customers want and what they think of you.<br />…you can turn your customers into partners in the success of your business.<br />The Good News?<br />Giant corporations are spending millions trying to learn how to do this<br />You’re already better at it than they are.<br />© 2009 Charmed Particles, Inc. <br />135<br />
  154. 154. What did we just talk about?<br />© 2009 Charmed Particles, Inc. <br />136<br />
  155. 155. © 2009 Charmed Particles, Inc. <br />137<br />Small businesses are not just miniature big ones.<br />You need a different online strategy.<br />
  156. 156. Danziger’s Hierarchy of Survival<br />© 2009 Charmed Particles, Inc. <br />138<br />
  157. 157. The answer?<br />© 2009 Charmed Particles, Inc. <br />139<br />Find and use the conversations ABOUT your business to do two things:<br />Make it easier for people who are interested in what you have to sell to find you.<br />Make sure they don’t have a negative impression of you.<br />
  158. 158. First, Claim Your Identity.<br />The major directory sites – <br />Google<br />Yahoo<br />Citysearch<br />Yelp<br />Yellowpages.com<br />All allow you to ‘claim’ your business entry.<br />You can add content, correct data, and describe your business. Do this now.<br />© 2009 Charmed Particles, Inc. <br />140<br />
  159. 159. Check your reputation.<br />© 2009 Charmed Particles, Inc. <br />141<br />Set up keyword “agents” for your business name and your key competitors’ business names, as well as industry terms.<br />Google search on news, blogs, discussion groups. Once in a while, check the results against another search engine (Bing, Ask, Yahoo). Search on local search sites.<br />Do this every day – set aside fifteen minutes and just do it.<br />
  160. 160. Engage.<br />© 2009 Charmed Particles, Inc. <br />142<br />Follow up with customers – the ones who complain, the ones who compliment – the ones who say nothing at all.<br />If you broke someone’s guitar, don’t make them go on YouTube to let you know.<br />Be “engaged” with your customers, and get them engaged with you.<br />
  161. 161. Then market.<br />© 2009 Charmed Particles, Inc. <br />143<br />Decide if you’d be better off with a presence on Facebook (can you get more than 15 fans?) or a blog (can you write 5 posts a week or more?).<br />Get a Twitter account and start by using it for communication. Then link your blog/Facebook posts.<br />Find existing communities that are relevant to you and participate in them.<br />
  162. 162. …if you want your customers to be married to you…<br />© 2009 Charmed Particles, Inc. <br />144<br />
  163. 163. …you need to get engaged first.<br />© 2009 Charmed Particles, Inc. <br />145<br />
  164. 164. © 2009 Charmed Particles, Inc. <br />146<br />Want to know more??<br />Marc Danziger<br />www.charmedparticles.com<br />marcd@charmedparticles.com<br />

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