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Google’s changes, facebook obits, and smartphone shoppers

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  • The question really should be, “Why wouldn’t you?” Your competitors are already there, and if they aren’t, they will be. But more importantly, your customers are there. Your business is based on relationships. People like to do business with people they know and trust, which happens through relationships. Social media is a very effective way to reach out to people in the online space. Absolutely. It gives you a voice and another way to communicate with potential families. It’s a way for you to ‘personalize’ your brand and use relaxed conversation to spread your message.
  • Interaction is key.
  • There are numerous ways to interact online. You probably recognize many, if not all of these icons. They represent just a sampling of the many social options out there.
  • These are just some of the ways you can interact online. If your time is limited, select one or two that you can reasonably keep up with.
  • Transcript

    • 1. The Changing Consumer PreferencesGoogle’s Changes, Facebook Obits, and Smartphone Shoppers By: Michael Turkiewicz President, FuneralNet
    • 2. Web PresenceSuccess Factors• Online Persona • How others view you.• Web Saturation • Where others find me.
    • 3. Presentation Goals• Understanding Google • So your families can find you• How to Use Facebook • Build and maintain relationships• Building a Mobile Site • How it will differ from regular website
    • 4. Understanding Google• Search King • Desktop • Mobile• 42% of all funeral home website visitors
    • 5. Understanding Google• Why Google is Important? Families first impression is through the website. - Alan Creedy
    • 6. Google Panda Update• Major Search Changes • February 2011
    • 7. Google Search • Past • Paid advertisements • Organic results • Present • Paid advertisements • Local results • Organic results • Future - Paid, Local, Social, Organic, others?
    • 8. Google Search• Past Search Results • Paid Advertisements • Directories • FuneralNet.com funeral home directory • Funeralhomes.com directory • Yellowpages.com • Organic Results • Smart Companies • Everyone Else
    • 9. Google Search• New Search Results • Paid Advertisements • Local Companies • Map • Smart Companies • Organic Results
    • 10. Google Search Results• Screen shot
    • 11. Google Places• Use Free Tool – google.com/places • Add Pictures • Add Videos • Include Hours • Acceptable Payment Types • Show Reviews
    • 12. Google Places Link
    • 13. Google Places
    • 14. Google Reviews• Customer Feedback • Various Websites • Google Reviews • Yelp • InsiderPages • CitySearch • Yahoo • Etc.
    • 15. Google Reviews
    • 16. Promote Company Reviews• Ask for reviews through: • Website • Service Surveys • Personal Requests
    • 17. Negative Reviews• They Happen • Every company receives them• Respond to Negative Reviews • Thank reviewer • Respond to issue directly and honestly • Close positively, offering to personally work with reviewer in future.• Go to Work on Issue!
    • 18. Google Summary• Use Free Tools • Google Places • Company Reviews • Organic Results• Use Paid Ads - if necessary
    • 19. Google Questions?• Let’s tackle some questions.
    • 20. Social Media and Business• Why would we participate in Social Media as a business?• Who cares about having a relationship with a funeral home?• Is it realistic to think Social Media has a role in my business success?
    • 21. Important Thing to Remember • Social Media is for SOCIALIZING • People want to share and pass on information they think others will like.
    • 22. Social Media Almost Unlimited
    • 23. Ways to Participate
    • 24. Where should I socialize?Everywhere you feel comfortable:• Facebook• Twitter• LinkedIn Groups• Blogs• Other Social Media venues
    • 25. Why Facebook?• Public • Anyone can access• Links • Can reach your website• Updates/News • Provide an update whenever you want• Control • Make changes whenever you like• FreeSource: Dave Rigotti - November 12, 2007
    • 26. Facebook Reach• Over 845 million global users • 1.7 million users die annually• Over 150 million US users • 51% of 50-64 year olds• More time on Facebook • 3 times more than Google
    • 27. Facebook Comparison www.mediabistro.com
    • 28. Facebook Fan Page
    • 29. Facebook Strategy• Community Interaction• Relationship Building• Brand Awareness
    • 30. Share on Facebook• Community Events• Company News• Inspirational Quotes• New Products/Services• Video Tributes/Service Broadcasts
    • 31. Facebook Question
    • 32. Facebook Contest
    • 33. Facebook Photo Album
    • 34. Facebook Obituaries• Do post obituaries • Community Leaders • Human Interest Stories• Do not post • All obituaries on wall • Full obituary
    • 35. Facebook Obituaries
    • 36. Facebook Results• Track Results • Fans • Goals for month, quarter, year • Engagement • Comments, Questions, etc. • Website Links • How many people reach your website
    • 37. Facebook Summary• Relationships • Build and Maintain• Community Service • Providing Value• Friendship Building • New Relationships
    • 38. Facebook Questions?• Let’s tackle some questions.
    • 39. Mobile WebsitesWhat to understand • Different from Current Website • Faster Loading • Smaller Screens • More Access • The Future
    • 40. Mobile Websites• Smartphones sold in 2011 • 488 million smartphones • 415 million PCs• 142% mobile website traffic growth in 2011
    • 41. Smartphone History• IBM Simon 1992• Smartphone with camera 2000• BlackBerry with e-mail 2002• First iPhone 2007• First Android phone 2008
    • 42. Other Devices• Netbooks launched 2007• iPads introduced 2010• Kindle Fire launched 2011• Other Android tablets
    • 43. Smartphone Market Share
    • 44. Mobile Site StrategyProvide to Families• Concise Information• Functional Items• Obituaries
    • 45. Concise Information• About Us• Service Options• What to Do When Death Occurs
    • 46. Functional Items• Location Maps • GPS enabled• Contact Form• Phone Number
    • 47. Mobile Site Obituaries• Main Attractant• Service Times• Locations• Guestbook
    • 48. Include on Mobile Site• Branding • Logo • Images • Colors• Clear Navigation • Touch Screens • Spacing
    • 49. Exclude on Mobile Site• Flash Technology• Same Website Content• Small Buttons
    • 50. Mobile Site Example HoranCares.com
    • 51. Mobile Site Summary• Simplify• Concise Information• Target iPhone and Android Phones
    • 52. Mobile Site Questions• Let’s tackle some questions.
    • 53. Presentation Summary The Changing Consumer Preferences • Google • Use Free Tools • Paid Ads - if necessary • Facebook • Use Free Tool • Socialize • Mobile Site • Start Today
    • 54. Presentation Goals• Success Factors • Online Persona • How am I viewed? • Web Saturation • Am I everywhere I need to be?
    • 55. Follow-Through• Presentation available at: FuneralNet.com/ofda_conv_2012• Questions, sources, explanations: • 800-721-8166 • turk@funeralnet.com