Connecting with Your Customers

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Connecting with your Customers: How Brick & Mortar Local Businesses are Missing the Boat Online presented by Scott Rouse at Missoula BarCamp 2010.

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  • Google is the first thing that comes to mind for most people.
  • It’s the most popular site as far as total amount of traffic, as ranked by Alexa.com.
  • We all have used Google to “Google” something...

    We’re going to talk about Google as it relates to LOCAL results. In particular, how it can help your brick and mortar SMB.
  • This is a Google Local (or Google Maps) listing. This is a fairly poor-quality listing.
  • This listing has been claimed by the owner of the business and edited to ensure that it contains accurate and helpful information.
  • The owner has uploaded a photo.
  • The owner has uploaded a photo.

  • The owner has added CATEGORIES, HOURS, WEBSITE, DESCRIPTION
  • The owner has added CATEGORIES, HOURS, WEBSITE, DESCRIPTION

  • The owner has added additional details including a LINK TO THE MENU, CONTACT INFO, ACCEPTABLE PAYMENT TYPES
  • The owner has added additional details including a LINK TO THE MENU, CONTACT INFO, ACCEPTABLE PAYMENT TYPES
  • By registering your business, you can access analytical data such as IMPRESSIONS and ACTIONS and more.

  • Google, for me, is the crown jewel. What we’re working towards, though, is casting a wide a net as possible.

  • For the sake of time, we’ll focus on Yelp. It’s in no way a value judgement, however. If you own a hotel, you *must* be on TripAdvisor. Restaurant? UrbanSpoon. Yelp applies to almost all businesses.


  • You don’t have to have reviews to have a helpful and accurate Yelp page. The owner has added lots of information to the page which will help others locate his business.


  • Reviews and Monthly Visitors to Yelp.com in Millions
  • This is the distribution of reviews by number of stars on Yelp.com It shows a relative fairness among reviews. Up to date March 2010
  • Yelp reviews by category











  • FourSquare (and Gowalla) have applications for most major phone operating systems. (iPhone, Android, Blackberry)
  • By claiming your business, you’ll not only ensure its accuracy, but you’ll be able to add specials and promotions for those checking in at your business...and your business’ Mayor.
  • Gowalla doesn’t yet let you claim or edit your business, but make sure it’s listed.
  • The printed Yellow Pages are dead. They have been replaced by a whole slew online resources to help consumers find what they want online and down the street.







































  • Here are a few that I’ve found are driving traffic to a local client’s website. By using Google and other search engines, you can find out which sites are driving traffic for those search queries.
  • This is how you find out which sites are directing traffic to your site (or your competitors’ sites).
  • I don’t need a farrier. I don’t even like horses. If I needed one, for some reason, I wouldn’t begin to know where to look...other than Google, of course.

    Look at MacRaesBlueBook.com listing
  • MagicYellow.com

  • In fact, a couple of weeks ago, Facebook jumped ahead of Google for weekly traffic! Facebook accounted for 7.07% of web traffic that week with Google claiming 7.03%.
  • By now, you’re probably familiar with Facebook Pages. Pages are for businesses and other entities. Profiles are for people.
  • Facebook has “widgets” which you can embed into your existing website to tie users together.
  • In fact, Facebook’s recent announcement of their “Graph API” will allow sites to tightly integrate with Facebook. So why is a tight integration with Facebook helpful?

  • 400 Million Active users

  • 50% of active users log in every day

  • 500 Billion Minutes per month spent on Facebook

  • According to Facebook’s Ad platform, an ad can reach 45,500 users in Missoula and the surrounding 50 miles.
  • The average Facebook user has 130 friends. (Are you more or less popular than the average user?)
  • By having your news, product, service, etc shared by one customer on Facebook, you are reaching many others.

  • Twitter is in the top 12.
  • Twitter is a bit of a mystery to many people. You don’t have to put a lot in to get a bit of benefit out of it. You can automatically post your Facebook updates to Twitter.





  • Everything you do online can help build your business’ presence.
  • If you don’t have a website yet, do all the things we talked about...then try Tumblr.
  • If you don’t have a website yet, do all the things we talked about...then try Tumblr.
  • If you don’t have a website yet, do all the things we talked about...then try Tumblr.
  • You may have heard of social media/wine lover/loud dude Gary Vaynerchuk. He uses Tumblr for his main website.
  • If you have media to share, share it. Get it out there. Vimeo (my preference) and YouTube allow you to share videos. Flickr allows photos (and videos, as well). There are lots of other commercial options for video sharing (Viddler and Blip.TV are two that come to mind).
  • So, what are your suggestions.
  • Connecting with Your Customers

    1. 1. CONNECTING WITH YOUR CUSTOMERS: HOW BRICK & MORTAR LOCAL BUSINESSES ARE MISSING THE BOAT ONLINE Scott Rouse
    2. 2. TOP SITES BY TRAFFIC 1. Google 7. Baidu 2. Facebook 8. Blogger 3. YouTube 9. MSN 4. Yahoo 10. qq 5. Live 11. Twitter 6. Wikipedia 12. Yahoo.co.jp Source: alexa.com
    3. 3. ANALYTICS
    4. 4. google.com/local/add
    5. 5. Photo courtesy of sxc.hu. By vivekchugh
    6. 6. RATING AND REVIEW SITES
    7. 7. RATING AND REVIEW SITES
    8. 8. biz.yelp.com
    9. 9. LOCATION-BASED SOCIAL APPS
    10. 10. LOCATION-BASED SOCIAL APPS
    11. 11. foursquare.com/ businesses
    12. 12. Courtesy of heather on Flickr
    13. 13. Research
    14. 14. TOP SITES BY TRAFFIC 1. Google 7. Baidu 2. Facebook 8. Blogger 3. YouTube 9. MSN 4. Yahoo 10. qq 5. Live 11. Twitter 6. Wikipedia 12. Yahoo.co.jp Source: alexa.com
    15. 15. 400,000,000 Active Users
    16. 16. 50% of Active Users Log in Daily
    17. 17. 500,000,000,000 Minutes per Month
    18. 18. 45,500 Users in Missoula
    19. 19. 130 Friends per User
    20. 20. Photo courtesy of sxc.hu. By josowoa
    21. 21. TM
    22. 22. TOP SITES BY TRAFFIC 1. Google 7. Baidu 2. Facebook 8. Blogger 3. YouTube 9. MSN 4. Yahoo 10. qq 5. Live 11. Twitter 6. Wikipedia 12. Yahoo.co.jp Source: alexa.com
    23. 23. TM
    24. 24. Photo courtesy of sxc.hu. By ispap
    25. 25. People are talking... Photo courtesy of sxc.hu. By ispap
    26. 26. Photo courtesy of sxc.hu. By ispap
    27. 27. search.twitter.com Photo courtesy of sxc.hu. By ispap
    28. 28. Photo courtesy of sxc.hu. By ispap
    29. 29. google.com/alerts Photo courtesy of sxc.hu. By ispap
    30. 30. Photo courtesy of sxc.hu. By gerard79
    31. 31. Photo courtesy of sxc.hu. By bewinca

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