More Related Content Similar to Naked Online: How Naked Pizza and other small businesses use social networking tools (20) More from Scott Brown (20) Naked Online: How Naked Pizza and other small businesses use social networking tools1. Naked Online:
How Naked Pizza and other small businesses
use social networking tools
Scott Brown, Social Information Group – May 10, 2010
Parker Library, Parker, CO, USA
© 2010 Social Inf ormation Group
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2. Agenda
• Overview of the business benefits and marketing
applications of some of the current top tools
• Examples
• Matching your own style and brand to the right tools
• Integrating social tools into your existing marketing
efforts and workflow
• Measuring success in using the tools
• Some final thoughts
© 2010 Social Inf ormation Group
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4. What do they have in common?
Connecting
Sharing
Visibility
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5. What happens when you add
compelling content?
Community
Serendipity
Loyalty
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6. How are small businesses using them
successfully?
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16. Why does this work?
Create a larger awareness of your business
Multiple layers of presence and visibility
“Virtuous circle” of visibility
Reinforce branding
“3-D brand”
What else do you do?
Personality
Drive contacts and sales
Drive potential clients to your site and offerings
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17. Why should you care?
• Acquire new customers
• Listen to your customers
• Raise awareness of your community efforts and
connections
• Build your community network
• Raise funding
• What is your competition doing?
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19. Personal – “real”
Transparent
Community member
Responsible
Fun!
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27. Business use vs. personal use
Tone
Content
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28. The ones we’ll focus on
Facebook: http://www.facebook.com
Twitter: http://www.twitter.com
Blogs
WordPress: http://www.wordpress.com
TypePad: http://www.typepad.com
Blogger: http://www.blogger.com
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29. http://www.facebook.com
• What is it? Online business profile and community
networking tool
Free
Descriptive
• What’s the Integrate photos, video, other information
advantage? Build a public community
Community forum
Gather feedback
• Where do I http://www.facebook.com
find it?
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30. How do I get started?
• Sign up
• Create a fan page
• Connect
• People you know
• Customers
• Advertise in your business marketing (website,
flyers, advertisements, etc.)
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31. Blogs
• What are Online journals – a place to share information,
expertise, viewpoints, etc.
they? “Personal publishing”
Generally free
Great if you like to write – less formal
• What’s the Share about you and your business:
advantage? Professional /Expertise
Interests
Community involvement
Where do I http://www.wordpress.com
http://www.typepad.com
find them?
http://www.blogger.com
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© 2010 Social Inf ormation Group
32. Blogs – How do I get started?
• Sign up
• Create a blog
• Start writing entries
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33. Twitter – http://www.twitter.com
• What is it? “Microblogging” tool – similar to text
messaging
Free
Quick setup
• What’s the Find and “follow” peers, thought leaders,
advantage? potential customers, locals
Communicate (both ways)
Share your own expertise and personality
Additional marketing tool (“tweet” blog posts,
specials, etc. – also list your website,
specialties
Where do I
http://www.twitter.com
find it?
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34. How do I get started?
• Sign up
• Create some “tweets”
• Start following people
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35. Which is best for you?
Facebook – http://www.facebook.com
To give greater visibility to your company, specialties,
products
Community connections, visibility
Community is key
Blogs
To share your interests
Customer and professional visibility
Content is key
Twitter – http://www.twitter.com
To share your products, advertise specials, customer service
Advertising
Connection, content and speed are key
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36. Connecting
Geography
Local connections through Twitter
Example: Twellow, WeFollow
Local connections through Facebook
Search for your geography
Consider advertising through36
© 2010 Social Inf ormation Group Facebook
37. Considerations: Logical/technical
Technology and firewall issues
Privacy and confidentiality
Adoption and usage
Multiple tools
Making the time/wasting the time
Dedicating time and energy – following
through
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38. Considerations: Organizational
• Shift in thinking about how you
interact
Broadcasting > conversation
Authority > moderator
One to many > many to many
• Loss of control
Can you handle that?
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40. How do I integrate these with my
marketing?
Choose one first – and do it well
Don’t market them until you’re ready
Integrate with what you already have
Email channels, advertising, business cards
Visibility on your site
Advertise yourself and your offerings
Make them a part of your “day”
Allow yourself the freedom to get used to them
Allow yourself the time to make them a habit
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41. Workflow and maintenance
Make them a part of your “day”
Establish a set day/time during the week
Build into other processes
“Before I check email, I’ll ‘tweet’”
Schedule in advance
Blog or Twitter posting
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42. Measuring success and evaluating
What is your goal?
What is your plan for meeting that goal?
Implementation
How is it working?
Bit.ly
Google Analytics
Evaluation: is it worth it?
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45. Is it worth it?
Am I having fun?
What is working?
What’s not working?
Do I want to continue?
No
Yes
For how long before I re-evaluate?
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46. Sustaining
Develop your own pace
There are no standard “guidelines” for tweeting,
blogging, etc.
Calendar & scheduling
Tweets, blogs, etc.
Evaluation
Step back and consider regularly
Do I want to continue?
What about my audience?
Gracefully and professionally easing out of it
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47. Good rules for sharing
Be brief
Make it useful
Know your audience
Make it personal
Make it fresh
Relate it to your business and/or value
Adapted from Chris Brogan:
http://www.chrisbrogan.com
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48. Final thoughts
Experiment and play around with these tools
See what works for you
Start small!
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49. “If you’re not prepared to be
wrong, you’ll never come up
with anything original.”
Sir Ken Robinson
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50. Final thoughts
Experiment and play around with these tools
See what works for you
Start small!
Invite and involve others – reach out
People are already using these technologies and
expect to be invited
Leverage what others are doing
Don’t use social tools as your ONLY tool
Complementary to what you’re already doing
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51. Which is best for you?
Which tool would you choose?
What would you share using that tool?
How often – realistically – would you update
it?
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52. What’s my plan?
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© Sean Prior - Fotolia.com
53. Have fun!
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Collection of National Media Museum - photographer unknown
© 2010 Social Inf ormation Group
54. Scott Brown and Social Information Group
Enhance your online visibility and marketing
using the best social networking tools
Tailored to your specific needs – from
beginner to expert
Free initial consultation
Contact me:
scott@socialinformationgroup.com
Skype: scbrown5
http://www.socialinformationgroup.com
© 2010 Social Inf ormation Group
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55. References and resources
Tools and Metrics You Need to Measure and Monitor Social Media Success (Social
Media Today):
http://www.socialmediatoday.com/SMC/62067
How to Create a Screencast Like a Pro with These 6 Online Tools (MakeUseOf.com):
http://www.makeuseof.com/tag/how-to-create-a-screencast-pro-6-free-online-tools/
10 Apps to Schedule Future Tweets on Twitter (Social Times):
http://www.socialtimes.com/2010/02/10 -apps-to-schedule-future-tweets-on-twitter/?red=rb
10 Ways for Small Businesses to use LinkedIn (The LinkedIn Blog):
http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/
Measuring Social Media ROI: Does Size Matter? (Mark Hayward):
http://mark-hayward.com/2009/03/03/measuring -social-media-return-on-investment/
How to Increase Revenue with Twitter Integration (Social Media Today):
http://www.socialmediatoday.com/smc/120135
Facebook’s Eroding Privacy Policy: A Timeline (Electronic Frontier Foundation)
http://www.eff.org/deeplinks/2010/04/facebook-timeline
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56. Examples
Boulder Baked
http://www.boulderbaked.com
Naked Pizza
http://www.nakedpizza.biz
Optima Women’s Health
http://www.southofdenver.com/
Real Estate South of Denver
http://www.southofdenver.com/
Twellow (to find businesses and locations)
http://www.twellow.com
WeFollow
http://www.wefollow.com
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