3. Local video reaches across the world
We don’t need foreign correspondents
4. News happens in real time
Flickr: February 27, Saturday am: Chilean
earthquake 8.8, 4:34 am
5. Via search & reputation, news is both grass-
roots & filtered—almost instantaneously
6. Implications to think about
• Peers are our experts
• Social media is our ecosystem
• Mobile means access everywhere
EVERYONE USES SOCIAL MEDIA
It’s the drumbeat. And powerful for clients.
7. Welcome to the social media ecosystem
  200 Million Americans are on Facebook
  Roughly 44 million people use Twitter
  There are over 4 Billion photos on photo-sharing
You are now connected to everyone on the
planet via search & Facebook
8. This means: The game Has changed
9. How do you show up on the Net?
 Who are you connected to? What do
you stand for?
10. Social media has an amplifying power.
Do you know how to use it?
11. Oakland Local: Case study in community
engagement & social media marketing
12. Social media & OL
  Facebook: 4,300 friends; 950 active posters
  Twitter: 2,500 + followers, 5-10 retweets daily
  Flickr: Active flickr site & tags
  Scribd: Over 5,000 downloads
  YouTube, Vimeo, etc: Active video channels
  Who posts? Team of 5 rotate responsibilities
13. What does this get us?
  Facebook & Twitter as top referrers
  Powerful community connections: Facebook the AOL
of today; people hang out
  Ability to engage, discuss, interact
  Genuine connections with wide, diverse community
  Ability to serve and empower
14. Uses for social media for small business
  Make your brand
  Create and manage
your own online
presence on the web,
Facebook, Yelp, Linked
In and other sites
  Market your brand to
customers to increase
awareness & sales
15. What is your social media—and online
•  Do you know how your
clients show up on the web?
Are you discoverable
through search? If someone
hears of you—can they
•  Let’s look at three East Bay
retail businesses and see
how they show up.
23. Lush Gelato
•  Google links: 1,960 •  Blogger links- 75—see
•  Social media tools: http://bit.ly/bI53kT
•  Blog ( •  TOTAL Social media
•  Facebook, (269 fans):
•  Twitter, (93 followers):
•  Yelp (74 reviews):
•  The smallest and most independent ice cream business
—Scream Sorbet-- has the largest social media reach
and links on Google and the most mentions by
•  They use Twitter and Facebook to promote their weekly
flavors and have very active and engaged followers
who LOVE their product and like to talk about it.
•  Customers are sales people and brand advocates.
•  There is a personal feel because people are
encouraged to fixate on specific flavors.
26. Lessons to learn
•  The cost of customer acquisition is LOWER with
social media than with direct mail or most
•  The online activity supports the OFFLINE activities
•  Feeling of fun and passion fits love of great sorbet/
•  Social media drives interest in the product, which
results in leads and sales
27. How did these owners do it?
•  Applied resources and time to managing online
marketing: Facebook, Twitter, blogging, Yelp
•  Monitored results and checked impact on both web site
traffic and real-world customers (How did you hear
about us? “On Twitter.)
•  Had clear messaging around specific actions and
opportunities (Come in today for chocolate caramel ice
cream; Take part in our ice-cream giveaway at our
•  Made a plan, set goals and tried it.
28. We MEASURE like crazy!
  Google analytics
  Google search (reach, impact)
  Facebook insites
  On-going analysis & course corrections
29. Action steps you can take now
•  Check out what people are saying about you on
Google, Yelp, Facebook, and Twitter.
•  Yelp http://www.yelp.com (search box) or name of
your business in quotes + Yelp (Example: "Scream
Sorbet" + Yelp, http://bit.ly/c8x64c
•  Set up a Google alert for you, your business and your
competitors (see google.com/alerts). Have it come to
you as a daily email or RSS feed.
30. Useful resources
•   Facebook Business Account FAQ:
•  Twitter account creation:
•  Great article on social media and small business:
•  Don’t forget about follow-up classes from Oakland
Local Academy—and the social media support our
consulting group can provide you with along with
31. Oakland Local loves to share community
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