Developing a web presence 2012
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Developing a web presence 2012

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Business person thinking about web and social media tools? Here's ideas and advice from Susan Mernit, susanmernit.com

Business person thinking about web and social media tools? Here's ideas and advice from Susan Mernit, susanmernit.com

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Developing a web presence 2012 Developing a web presence 2012 Presentation Transcript

  • Developing  a  web  presence   Susan  Mernit   Oakland  Local   February  16,  2012  
  • We’re  NOT  going  to  ask  why  you  need   a  web  presence,  right?   Susan  Mernit  susan@oaklandlocal.com    2/15/12   2   oaklandlocal.com/trainings  
  • Two  types  of  presence  to  be  aware  of  •  Passive   •  AcSve   –  Search  query  results   –  Web  site     –  Digital  “footprint”  (how   –  Google  places  page   do  I  show  up  in  search   –  Social  media    accounts   results?)   •  Facebook   –  RecommendaSons  &   •  TwiYer   referrals   •  Linked  In   •  Yelp   •  Tumblr   •  Judy’s  List   •  Youtube   –  Groups  &  memberships   •  Linked  In   •  Google  +  (for  business)   Susan  Mernit  susan@oaklandlocal.com    2/15/12   3   oaklandlocal.com/trainings  
  • You  need  to  work  on  both  •  Passive:  This  is  how  you   •  Ac7ve:  You’re  shaping   show  up  and  what   the  message  through   others  think  of  you   –  What  you  say  •  No  connecSons,  just   –  Who  you  know   passive  data   –  What  they  say  about  you  •  No  conversaSons,  just   –  What  your  role  as  an   expert/curator/  resource   data   is  A  big  part  of  business  today  is  shared  values:  Which  of  these    approaches  demonstrates  that  more?  (Trick  ques7on)   Susan  Mernit  susan@oaklandlocal.com    2/15/12   4   oaklandlocal.com/trainings  
  • Web  presence:  Know  how  you  show   up  today   •  Monitor  &  take  first   steps  to  claim  your   idenSty/control   impressions   •  Set  up  a  Google  alert  to   monitor  (google.com/ alerts)   •  Set  up  a  Google  plus   profile  (google.com/ plus)   Susan  Mernit  susan@oaklandlocal.com    2/15/12   5   oaklandlocal.com/trainings  
  • Problems  with  your  web  presence  •  You  DON’T  SHOW  UP—no  impression  •  DAMAGING  MATERIALS-­‐drunk,  insults,   whatever  •  SOMEONE  ELSE  WITH  YOUR  NAME  OR  YOUR   BUSINESS  NAME—you’re  hidden  by  others   Susan  Mernit  susan@oaklandlocal.com    2/15/12   6   oaklandlocal.com/trainings  
  • SOLUTIONS  FOR  POOR  PRESENCE:   CREATING  VISIBILITY   Susan  Mernit  susan@oaklandlocal.com    2/15/12   7   oaklandlocal.com/trainings  
  • Here’s  the  toolkit  to  choose  from   –  Google  places  page   –  Name  web  site  (your  url.com)     –  3rd  party  web  site:  flavors.me,  weebly.com   –  Social  media    accounts   •  Facebook  page  for  business  (need  personal  account  to  start)   •  TwiYer  account   •  Linked  In  group  for  your  business   •  Tumblr  site  (micro  blog)   •  Youtube  or  other  video  channel   •  Google  +  page    (for  business)   Susan  Mernit  susan@oaklandlocal.com    2/15/12   8   oaklandlocal.com/trainings  
  • Google  Places:  Must  do!   hYp://www.google.com/places/   FREE!    Adds  you  to  search  engine  result   And  maps  in  very  visible  ways   Susan  Mernit  susan@oaklandlocal.com    2/15/12   9   oaklandlocal.com/trainings  
  • Example:  Name  web  site  for  Tara’s  Organic  Ice  Cream:    hSp://tarasorganic.com/   Cost  es7mates   Bought  the  domain  and  registered  it:  $5-­‐15.99   Got  a  site  up  w/  a  programmer:  $300-­‐$5,000   Hos7ng  company  for  site:  $15-­‐50  month   Support:  $150  month   Susan  Mernit  susan@oaklandlocal.com     2/15/12   10   oaklandlocal.com/trainings  
  • Example:  One  page  web  site  for  consultant/ When  would  you  use  this  ar7st  Kwan  Booth  @  boothism.com   Instead  of  a  full  web  site?  Built  using  hYp://flavors.me,  can  also  use   Costs:  free  to  under  $150  weebly.com   Susan  Mernit  susan@oaklandlocal.com    2/15/12   11   oaklandlocal.com/trainings  
  • Simple  page  is  free  but  you  Example:  Facebook  page  for  business   need  to  add  links  &  hSps://www.facebook.com/gardenhor7caplace   content;  programmer  will   cost  more.     Susan  Mernit  susan@oaklandlocal.com     2/15/12   12   oaklandlocal.com/trainings  
  • Example:  Linked    In  group  for   your  organiza7on:hSp:// linkd.in/wXUNvM   Promotes  community/discussion   around  a  business/brand/affinity   Works  best  for  non-­‐profits,  values-­‐ driven  or  professional  services  Discussion:  What  kind  of  business  might  benefit  from  running  a  LinkedIn  group?   Susan  Mernit  susan@oaklandlocal.com     2/15/12   13   oaklandlocal.com/trainings  
  • Create  a  company  page:   hYp://www.linkedin.com/company/793244   Shows  staffers,  idenSty   Susan  Mernit  susan@oaklandlocal.com    2/15/12   14   oaklandlocal.com/trainings  
  • TUMBLR:  FASTEST  GROWING  MICRO-­‐ Clip  and  post  links  as  cwell  as   write;  free  plahorm,   heap  BLOGGING  PLATFORM   themes  Example:  Kate  Spade  (retailer,  fashion)  hYp://katespadeny.tumblr.com/   Susan  Mernit  susan@oaklandlocal.com     2/15/12   15   oaklandlocal.com/trainings  
  • Are  you  a  good    fit  for  video?     Video  channels  are  great  for  people  who:   A)  Love  doing  video  with  their  phone   B)  Have  a  service  or  product  that  fits   C)  Want  to  maintain  the  channel  hYp://www.youtube.com/watch?v=JYbDOX_W38c   Susan  Mernit  susan@oaklandlocal.com    2/15/12   16   oaklandlocal.com/trainings  
  • TwiSer  account:    Free,  easy  to  set  up  Great  to  a)  Broadcast  informa7on  b)  Build  community  If  you  add  links,  where  will   they  point  to?   Susan  Mernit  susan@oaklandlocal.com     2/15/12   17   oaklandlocal.com/trainings  
  • Google  Plus:  Growing  and  well  indexed  • Create  a  profile  that  comes  up  • at  the  TOP  of  search  results  You  control  persona  • Easy  to  update  Go  to  google.com/plus  And  sign  in  (You  need  a  Google  Account)  Can  we  personal  or  can  Be  a  business  page   Susan  Mernit  susan@oaklandlocal.com    2/15/12   18   oaklandlocal.com/trainings  
  • If  you  have  a  Google  +  page,  it  will  be  the  FIRST  result  on  a  Google  search  Free  to  set  up  Need  to  post  to  maintain  it   Susan  Mernit  susan@oaklandlocal.com    2/15/12   19   oaklandlocal.com/trainings  
  • SO  YOU’RE  GONNA  DO  ALL  OF   THESE,  RIGHT?      (NOT).   Susan  Mernit  susan@oaklandlocal.com    2/15/12   20   oaklandlocal.com/trainings  
  • So  how  do  you  decide  what  to  do?  •  Outcomes  to  achieve   •  Time/Skill/Budget/Risk   •  Build  visibility   •  What  can  you  spend?   •  Manage  reputaSon   –  At  start   •  Build  community   –  Ongoing   •  Emphasize  shared   values   •  How  much  Sme  can  you   invest?   •  Market  services/deals   –  At  start   –  Ongoing   Make  sure  you  know  how  to  measure  results—   if  not  and  it’s  work,  don’t  do  it  YET   Susan  Mernit  susan@oaklandlocal.com    2/15/12   21   oaklandlocal.com/trainings  
  • Where  to  get  help  •  Real  world:   •  Get  smarter  on  the  web   –  Find  a  resource  to  help   –  Mashable.com  arScles   •  House  of  Local   • Facebook  Business  Account   •  Tech  Liminal   FAQ:   •  Tech  Scouts   hYp://www.facebook.com/ •  Others….   help/?page=721   • TwiYer  account  creaSon:   hYp://twiYer.com/account/• Don’t  forget  about  follow-­‐up  classes  from   create  Oakland  Local  Academy—and  the  social   • G  media  support  our  consul7ng  group  can  provide  you  with  along  with  adver7sing  services.    And  remember  the  ACBSDC,  they’re  great.   Susan  Mernit  susan@oaklandlocal.com    2/15/12   22   oaklandlocal.com/trainings  
  • Oakland Local loves to share communityStrategies; we’re all about empoweringlocal business & communityKeep in touchTwitter:@Susanmernit, @oaklandlocalEmail: susan@oaklandlocal.comSite: oaklandlocal.comTraining: oaklandlocal.com/trainingsFollow us on Facebook facebook.com/oaklocal