Developing a web presence 2012

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

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Developing a web presence 2012

by Susan Mernit

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