Business Bridge to Success: Winning With Web 2.0

737 views
682 views

Published on

This presentation given by Ronan Keane, marketing consultant to small business owners and sponsored by the Town of Purcellville describes the why, what and some of the how for social media and reputation management.

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
737
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Business Bridge to Success: Winning With Web 2.0

  1. 3. 1. What Business Should You Start? 2. Will Your Business Idea Work? 3. Planning for Business Success 4. Doing Market Research 5. Creating Your Marketing Tools 6. Designing Your Web Site 7. Communicating, Collaborating and Enhancing Productivity 8. Online Branding and Positioning Your Business 9. Sales and Marketing 10. Hiring People www.SMBSavvy.com
  2. 4. 1990 1992 1996 1998 2004
  3. 11. How should I start Social Media?
  4. 12. Why Social Media? Should I join the conversation?
  5. 13. 1 out of 8 couples married in the U.S. last year met via social media.
  6. 14. By 2010 Gen Y will outnumber Baby Boomers.
  7. 15. 96% have joined a social network
  8. 16. If Facebook were a country it would be the 4 th largest <ul><li>China </li></ul><ul><li>India </li></ul><ul><li>United States </li></ul><ul><li>Facebook </li></ul><ul><li>Indonesia </li></ul><ul><li>Brazil </li></ul>
  9. 17. 80% of companies use Linkedin as their primary source to find new employees .
  10. 18. The fastest growing segment on Facebook is 55 to 65-year old females.
  11. 19. 80% of Twitter usage is on Mobile devices. People update Anywhere, anytime.
  12. 20. 80% of Twitter usage is on Mobile devices. People update Anywhere, anytime. Imagine what that means for bad customer service.
  13. 21. is the second largest Search engine in the world.
  14. 22. Wikipedia has over 13 million articles . Studies show it is more accurate than the Encyclopedia Britannica . 78% of these articles are non-English.
  15. 23. There are over 200,000,000 blogs. 54% of bloggers post content or tweet daily.
  16. 24. 25% of search results for the top 20 Brands are links to user-generated content. 34% of bloggers post opinions about products and brands
  17. 25. 78% of consumers trust online peer recommendations.
  18. 26. Only 14% trust advertisements
  19. 27. Only 18% of TV advertisements generate positive ROI. 90% of people that can TiVo ads do.
  20. 28. has grown from 63 million total streams in April 2008 to 373 million streams in April 2009
  21. 29. 70% of 18-34 year-olds have watched TV on the Web. 25% of Americans said they watched a video … on their phone.
  22. 30. 35% of book sales on Amazon are for the Kindle.
  23. 31. According to Social Media Revolution Visualized: To reach 50 million people, it took… 50 years for radio 13 years for TV 4 years for the Internet 9 months for Facebook to get 100 million users!
  24. 33. How should I start Social Media?
  25. 34. The Conversation Prism By Brian Solis
  26. 35. Blogging Podcasting Social Networking Crowdsourced content Micromedia Online Forums Reviews and Rating Video Customer Service Documents/Content Events Music Wikis Livecasting Pictures Social Bookmarks Blog platforms Mash-ups Reputation Management RSS + Feeds AJAX How should I Social Media?
  27. 36. Blogging Podcasting Social Networking Crowdsourced content Micromedia Online Forums Reviews and Ratings Video Customer Service Documents/Content Events Music Wikis Livecasting Pictures Social Bookmarks Blog platforms Mash-ups Reputation Management RSS + Feeds AJAX How should I Social Media?
  28. 37. What is a blog? Should I have a blog?
  29. 38. Posterous.com Wordpress.com/org TypePad.com Blogger.com
  30. 39. What is Facebook? Should I have a Facebook account?
  31. 40. Facebook profile (personal) Facebook Fan page (business)
  32. 41. ---Break--- 15 minutes
  33. 42. Rob Noyes on Twitter
  34. 44. Three effective ways to get on page one of
  35. 45. Search Engine Optimization (SEO) (Your Website)
  36. 46. Search Engine Optimization (SEO) (Your Website) Search Engine Marketing/Pay Per Click Advertising (SEM) (Search Engines)
  37. 47. Search Engine Optimization (SEO) (Your Website) Search Engine Marketing/Pay Per Click Advertising (SEM) (Search Engines) Social Media Marketing (SMM) Facebook Blogs Twitter Youtube
  38. 48. Reputation Management
  39. 49. Consumers are talking about you without you! <ul><li>They’re: </li></ul><ul><li>Reading and writing reviews </li></ul><ul><li>Posting thoughts about your business </li></ul><ul><li>Recommending you to friends </li></ul><ul><li>Seeking answers about your business </li></ul>Social media can and will impact your bottom line Wikipedia defines social media as how people discover and share news, information, opinions, insights, experiences, and perspectives with each other…the democratization of information, transforming people from content readers in publishers. What does that mean for your business?
  40. 50. Your Online Reputation: Consumers research you online before transacting with you. The reviews and comments they read can positively or negatively impact all of your marketing efforts to acquire them. Your Online Referrals: Consumers use social media to recommend and to ask for referrals to businesses (the online version of word-of-mouth). Harnessing the power of social media can help you monetize your existing customers and create local “buzz” for your business. <ul><li>Consumers research a business online before purchasing: </li></ul><ul><li>Big ticket items (home remodeling, education </li></ul><ul><li>Luxury products and services (jewelry, country clubs) </li></ul><ul><li>Shopping, travel and entertainment (retail, restaurants) </li></ul><ul><li>In-home services (maid services, plumbers) </li></ul>
  41. 51. How People Purchase Now
  42. 52. Traditional Search Engine Optimization (SEO) What it means: optimizing so your website shows up when consumers search online for your business type. The Goal: get at least one link to Your business on the first page of search results for keyword phrases. Reputation Optimization What it means: optimizing for what shows up when consumers search online for your business name. The Goal: get as many positive reviews about your business on The first page of search results.
  43. 53. Reputation Optimization – Step 1: Grade Yourself
  44. 54. Reputation Optimization – Step 2: Check Review Sites Which reviews sites are most important for your business? <ul><li>Google Maps & Yahoo Local </li></ul><ul><li>The review sites that appear when you search your name on Google and Yahoo </li></ul><ul><li>The review sites that people go to directly, specific to your location or industry </li></ul>
  45. 55. Reputation Optimization – Step 3: Promote Your Content Create and post unique content on key sites to get more positive links on the first page of Google, Yahoo and Bing for your name. <ul><li>Create/claim your free Google Maps (Google Local) and Yahoo Local profile and populate them with good reviews </li></ul><ul><li>Post business content: put your videos, commercials and photos on popular social media sites like Flickr, Youtube, Vimeo and Metacafe. Tag them with your business name and link them to your website. </li></ul><ul><li>Create a Facebook Fan page. It’s free and is not linked to your personal profile. The search engines will index your Fan page. </li></ul><ul><li>Start a blog. Write a great how-to article that people find useful and the search engines deem valuable and relevant. </li></ul>
  46. 56. Reputation Optimization – Step 4: Influence Reviews Smother review sites with love and positive reviews about your business! Mobile your fans and customers! Ask customers to write their own reviews on your most important review sites. Mobilize your employees! Create a best service contest and have employees ask customers to leave a positive testimonials on your most important review sites. Address negative reviews! Respond to negative reviews with humility. Offer a discount or freebie. Most of all, be empathetic and honest.
  47. 57. How Do Referrals Happen Online? People use social media to recommend and ask for referrals to local businesses. Harness the power of social media and create a local “buzz” for your business. SEEK! Consumers seek recommendations from friends and family on social media sites. You can’t really control this. Your happy customers will refer you.
  48. 58. How Do Referrals Happen Online? SPREAD! Ask or inspire your happy customers to refer your business to their friends and family – you can control this.
  49. 59. Thank you!
  50. 60. Questions and Answers

×