An Introduction to Web 2.0 & Social Networking for Small Businesses


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Last week I was fortunate to have the opportunity to speak to the Rancho Bernardo Business Association about Social Media. Through this power point presentation and open conversation, we explored the movement of marketing from traditional media to electronic media. We discussed the ideas behind Web 2.0 and how the dynamic interactions of Social Networking sites gives power to consumers and what small businesses can do to leverage these tools. Please enjoy this presentation introducing the powers of online marketing for business.

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An Introduction to Web 2.0 & Social Networking for Small Businesses

  1. 1. Social Networking for Local Business The Rancho Bernardo Business Association Lunch & Learn with Erica Vautier
  2. 2. The Rancho Bernardo Business Association Lunch & Learn with Erica Vautier
  3. 3. The Rancho Bernardo Business Association
  4. 4. Lunch & Learn Agenda Electronic Media Web 2.0 Social Networking Customer Relations Where do I Start? Media Management Integrated Marketing Open Discussion
  5. 5. Let’s talk about… Electronic Media
  6. 6. Traditional Media Cutbacks Marketers report that their traditional media budgets (such as television, print, radio or magazines) have been cut by two-thirds from last year's levels, and more than half of their direct mail budget was gone. Forrester Research, reported by Richard H. Levey at, 2009 For the six months ended March 31, 2009, the largest daily newspapers are losing subscribers at a record pace and ad revenue is plunging. A report from the Audit Bureau of Circulations
  7. 7. Electronic Media Ad pages for consumer magazines continue to decline this year, slipping 29.5% in the second quarter of 2009 vs. the same period in 2008, according to the. Publishers Information Bureau, reports Media Buyer Planner
  8. 8. How full is the glass?
  9. 9. Traditional Media Cutbacks Forrester Research, reported by Richard H. Levey at 60% of marketers surveyed will increase their interactive marketing budgets by shifting funds from traditional media. 7% of CMOs whose budgets have been cut are increasing their spending on social media. Another 44% are increasing spending on Web site development. 40% will spend more on online advertising.
  10. 10. Traditional Media Cutbacks Forrester Research, reported by Richard H. Levey at Estimated online advertising spending on the top social network and blogging sites increased 119% to approximately $108 million in August 2009. The number of online and email newsletters has jumped from 1,053 to 6,055 over the last five years, an increase of 475%
  11. 11. New Media Plans for 2010 Center for Media Research, 2010 Media Planning Intelligence Study
  12. 12. The Electronic Advantage <ul><li>Cost Efficiencies </li></ul><ul><li>Measurable Results </li></ul><ul><li>Customer Interaction </li></ul><ul><li>Lead Capture </li></ul><ul><li>Immediacy / Flexibility </li></ul>
  13. 13. Web 2.0 Let’s talk about…
  14. 14. The Traditional Web 1.0 Site PingVision, LLC <ul><li>You write up your web pages. </li></ul><ul><li>You give your write-up and a big bag of money to your web designer . </li></ul><ul><li>3. Your designer takes what you've come up with and designs your website. </li></ul><ul><li>4. You think he should be done by now? Think again. Maybe he has other clients to take care of first. Also, he has to be able to take breaks, doesn't he? Be patient. </li></ul><ul><li>5 . After what may seem like forever, the design for your new web content is finished , and is passed over to the webmaster, who holds the keys to access and update your website. </li></ul><ul><li>6. Finally, your designed website appears.... </li></ul><ul><li>7. ...and you decide you want to rewrite that first paragraph on the home page, or maybe you find a typo.... </li></ul><ul><li>8. ...and you must go back to step 1 and repeat the entire process. </li></ul>
  15. 15. The Traditional Web 1.0 Site PingVision, LLC
  16. 16. Web 2.0 &quot;The term 'Web 2.0' describes the changing trend in the use of the World Wide Web and web design that aim to enhance creativity , communications, information sharing , collaboration and the functionality of the web&quot;
  17. 17. Web 1.0 Evolves into Web 2.0 <ul><li>Web 1.0 was about reading , Web 2.0 is about writing </li></ul><ul><li>Web 1.0 was about companies , Web 2.0 is about communities </li></ul><ul><li>Web 1.0 was about client-server , Web 2.0 is about peer to peer </li></ul><ul><li>Web 1.0 was about home pages , Web 2.0 is about blogs </li></ul><ul><li>Web 1.0 was about lectures , Web 2.0 is about conversation </li></ul><ul><li>Web 1.0 was about advertising , Web 2.0 is about word of mouth </li></ul>Cross-posted from Capulet’s blog by
  18. 18. Web 1.0 Evolves into Web 2.0
  19. 19. Websites vs. Blog Sites Web Sites Blog Sites Ownership You never own all of the elements of your website, you “rent” it. You own your blog, posts, photographs, designs… Cost Incur costs to design, build, host and update. Many successful blogs cost nothing at all. Upgrades Must be contracted out to a third party provider for a hefty charge. Can be done at anytime, by anybody from any computer. You can make unlimited changes! Originality The World Wide Web is overrun by cookie cutter sites made from generic templates. Every blog is unique and dynamic. Interaction One-way communication. Two-way communication. Use your blog to interact with visitors from around the world. Control You are at the mercy of your designer. You have 100% control of your blog.
  20. 20. The Tail Wags the Dog “ Market trends and customer opinion are being shaped by end users more rapidly and with greater impact on business than ever before as an entirely new form of leisure develops around talking and sharing, providing opinions and perspectives... and suggests that Websites need to connect directly with users or the users will create their own venues that are harder for companies to track and participate with effectively” Report from Netpop Research, &quot;Media Shifts to Social”
  21. 21. Social Networking Let’s talk about…
  22. 22. Social Priorities Having a “presence on social networks” is one of the top priorities for marketers in 2010. Nearly six in 10 marketers are planning to include social-media spending in their next-year’s marketing budget. “ 2010 Media Planning Intelligence Study” from the Center for Media Research, conducted with InsightExpress.
  23. 23. Social Networking 101 Social networking focuses on building relationships and community through online networking websites . People can communicate on these websites and interact together based on interests, activities, business needs, etc.
  24. 24. Fact vs. Fiction MYTH Social Media is just a fad TRUTH Time spent on social media is growing exponentially and experts expect Social media jumping by 34% on a compounded annual basis. Estimates suggest social media starts at $716 million in 2009, increasing to $3.11 billion by 2014. Forrester Research, reported by Richard H. Levey at
  25. 25. Fact vs. Fiction MYTH Social Media is just for kids TRUTH The biggest increase in visitors during 2008 to &quot;Member Community&quot; Web sites globally came from the 35-49 year old age group. Facebook has added twice as many 50-64 year-olds as those under 18 in the past year. The Nielsen Company's &quot;Global Faces and Networked Places&quot;
  26. 26. Fact vs. Fiction MYTH Nobody believes blog posts or user reviews TRUTH Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising worldwide. 90% of consumers surveyed said that they trust recommendations from people they know, while 70% trusted consumer opinions posted online. Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries
  27. 27. Fact vs. Fiction MYTH Social networking can’t change the bottom line TRUTH 81% of all marketers indicate that their social media efforts have generated exposure for their businesses. At least two in three participants found that increased traffic occurred with as little as 6 hours a week invested in social media marketing. Owners of small businesses with 2 - 100 employees are the most likely to see benefits. Social media study by Michael Stelzner for the Social Media Success Summit 2009
  28. 28. Statistics that make you Think <ul><li>105 million Americans contribute to social media </li></ul><ul><li>Social networking has grown 93% since 2006, with 883% more time devoted to those sites since 2003 </li></ul><ul><li>In February 2009, social network usage exceeded web-based e-mail usage for the first time </li></ul><ul><li>77% of internet users read blogs </li></ul><ul><li>57% of all Twitterers live in California </li></ul>
  29. 29. Facebook is the 5 th Largest Country
  30. 30. What will they think of next? 2003 – Facemash reinvents itself as Facebook 2009 – more than 300 million users worldwide
  31. 31. The Benefits of Social Networking <ul><li>Solidify relationships with customers already on social websites </li></ul><ul><li>Find new customers through referrals and connections with current contacts </li></ul><ul><li>Widen your net of influence by broadening how many people can find you on the internet </li></ul><ul><li>Create links to your blog or website ( helpful for SEO ) </li></ul><ul><li>Connect with people within a medium that is comfortable to them </li></ul>
  32. 32. The Benefits of Social Networking Social media study by Michael Stelzner for the Social Media Success Summit 2009
  33. 33. The Dangers of Social Networking <ul><li>Learning curve </li></ul><ul><li>Time commitment </li></ul><ul><li>Overwhelming number of social websites </li></ul><ul><li>If your efforts are unfocused, you may not generate new business </li></ul>
  34. 34. Media Management Let’s talk about…
  35. 35. Never Stop Learning Danger: Learning Curve <ul><li>The principals of good marketing have not changed </li></ul><ul><li>The principals of good business have not changed </li></ul><ul><li>Technology builds on other technology, many new tools will feel familiar </li></ul><ul><li>Learning new things is the best gift we can give our brains </li></ul><ul><li>You have more resources available to you than you may realize </li></ul><ul><ul><ul><li>Company Resources </li></ul></ul></ul><ul><ul><ul><li>Community Resources </li></ul></ul></ul><ul><ul><ul><li>Online Resources </li></ul></ul></ul><ul><ul><ul><li>Friends & Family </li></ul></ul></ul>
  36. 36. Staying ahead of the Curve Danger: Learning Curve <ul><li>Read industry publications </li></ul><ul><li>Subscribe to relevant blogs through an RSS feed </li></ul><ul><li>Watch instructional videos on YouTube </li></ul><ul><li>Try it for yourself! </li></ul>
  37. 37. Budget Your Time Online = Danger: Time Commitment
  38. 38. Budget Your Time Online Danger: Time Commitment <ul><li>Budget your time as though it were money </li></ul><ul><li>Be consistent in your time commitments </li></ul><ul><li>Work on a schedule that compliments what you are already doing </li></ul><ul><li>Set up systems that eliminate </li></ul><ul><li>repetitive tasks </li></ul><ul><li>Consider Ghost Writers </li></ul>
  39. 39. Social Media Overload Danger: An overwhelming number of social sites <ul><li>Research social networking and your industry </li></ul><ul><li>Choose just a few sites to participate in </li></ul><ul><li>Keep your username </li></ul><ul><li>& password consistent!! </li></ul>
  40. 40. Lack of Focus, Lack of Results Danger: Failure to generate new business <ul><li>Start your online adventures with a written plan </li></ul><ul><li>Explicitly list goals and objectives </li></ul><ul><li>Set hard deadlines and commit to them </li></ul><ul><li>Build in evaluation systems to check progress </li></ul><ul><li>Monitor successes and adjust as necessary </li></ul>
  41. 41. Goal Setting What do you want to achieve through Social Networking? <ul><li>To learn more about my customers’ perceptions of my industry </li></ul><ul><li>To raise awareness in the community for my business </li></ul><ul><li>To connect and engage past customers </li></ul><ul><li>To reach out to potential customers </li></ul><ul><li>To communicate better with my employees </li></ul><ul><li>To drive traffic to my website </li></ul>
  42. 42. Form a Strategy How can you reach your goals through Social Networking? <ul><li>Read what your customers are saying about your industry </li></ul><ul><li>Position your company on popular websites with heavy local traffic </li></ul><ul><li>Search for and reach out to past customers </li></ul><ul><li>Target potential customers online and engage </li></ul><ul><li>Foster interactivity through internal networking </li></ul><ul><li>Direct all social networking activities to your primary website </li></ul>
  43. 43. Social Media Mistakes <ul><li>They can’t talk about anything broader than their own products </li></ul><ul><li>They listen to customers but don’t take any action </li></ul><ul><li>They aren’t calibrated internally with the technology </li></ul><ul><li>They’re not framing risk accurately </li></ul><ul><li>Their internal culture </li></ul><ul><li>isn’t aligned for </li></ul><ul><li>social media success </li></ul>Five reasons corporations are failing at social media, by Amy Mengel on October 11, 2009
  44. 44. Power to the Consumer Interactive Media has taken the power away from marketers and put it in the hands of the consumer. If you are not being interesting and authentic , there is no reason for consumers to engage with your business.
  45. 45. Customer Relations Let’s talk about…
  46. 46. “ It’s not Rocket Surgery” Five reasons corporations are failing at social media, by Amy Mengel on October 11, 2009 [Social media is] about listening to your customers, being helpful by offering your knowledge and giving them interesting content to share and thereby advocate for you.
  47. 47. Consumers are Jaded The average American is exposed to more than 3000 advertisements a day , and we are JADED. There is a lack of trust is big business, big government and big ad campaigns.
  48. 48. Who do you Trust? We are looking more to our personal networks for trusted advice than ever before.
  49. 49. Your Online Reputation asked 2,500 hiring managers whether they search Facebook or other social networks to discover information about prospective employees. An astonishing 38% of respondents said yes. In comparison, only 22% of hiring managers acknowledged searching social networks in 2008.
  50. 50. Your Online Reputation 77% of recruiters reported using search engines to find background data on candidates. Of that number, 35 percent eliminated a candidate because of what they found online. A 2006 survey of 100 executive recruiters conducted by ExecuNet
  51. 51. What does Google say about you? Most consumers will research a company online before they decide to make a purchase.
  52. 52. Let’s talk about… Integrated Marketing
  53. 53. Integrated Marketing The strongest marketing campaigns will seamlessly integrate traditional marketing with multimedia solutions. Jane Agent , GRI Windermere Exclusive Properties T: (555) 555-5555 F: (555) 555-5555 [email_address] Email Signatures
  54. 54. Integrated Marketing Within Videos
  55. 55. Integrated Marketing Business Cards
  56. 56. Integrated Marketing Print Ads
  57. 57. Integrated Marketing Personal Letters
  58. 58. Integrated Marketing Signs /ericavautier
  59. 59. Where do I start? Let’s talk about…
  60. 60. Top Social Networking Sites Hitwise report from
  61. 61. Pick the Right Social Sites for your Goals <ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul><ul><li>FaceBook </li></ul><ul><li>Flickr </li></ul><ul><li>Twitter </li></ul>
  62. 62. Why LinkedIn? LinkedIn <ul><ul><li>Your profile will top search results when clients Google your name </li></ul></ul><ul><ul><li>It is the neatest, most complete way to display your professional resume online </li></ul></ul><ul><ul><li>You can collect client recommendations for public display </li></ul></ul><ul><ul><li>It is compatible with WordPress, SlideShare and other cool sites </li></ul></ul><ul><ul><li>LinkedIn requires virtually NO upkeep! </li></ul></ul>
  63. 63. Why YouTube? YouTube <ul><ul><li>YouTube is the largest video share site in the world, accounting for nearly 82% of all video traffic </li></ul></ul><ul><ul><li>10% of all people online at any given time are on YouTube </li></ul></ul><ul><ul><li>Video & Social Media are the two fastest growing segments of online marketing </li></ul></ul>
  64. 64. Why Facebook? <ul><ul><li>You will be able to connect with your sphere in a faster and more cost effective way </li></ul></ul><ul><ul><li>FaceBook will keep you Top of Mind with your sphere </li></ul></ul><ul><ul><li>You can learn interesting and useful information about your sphere </li></ul></ul><ul><ul><li>It allows you to be both a person and a professional at the same time </li></ul></ul><ul><ul><li>It has the most in depth privacy filters of any social site </li></ul></ul><ul><ul><li>FaceBook is on its way to become the way we connect with all other sites </li></ul></ul>FaceBook
  65. 65. Why Flickr? <ul><ul><li>Computers that are overloaded with large photo files are much more likely to crash </li></ul></ul><ul><ul><li>If you need both high and lo resolution versions of, Flickr automatically saves photos in up to 5 convenient sizes </li></ul></ul><ul><ul><li>Using tags to label photos keeps them organized and easy to retrieve </li></ul></ul><ul><ul><li>You can easily share large files with vendors without up/downloading </li></ul></ul>Flickr
  66. 66. Why Twitter? <ul><ul><li>57% of Twits are in California (our local market) and traffic is up 600% just this year </li></ul></ul><ul><ul><li>Twitter can drive more traffic to your website or Blog than CPC advertising </li></ul></ul><ul><ul><li>Adding a Twitter feed on your website or Blog adds interest and keeps your site updated </li></ul></ul><ul><ul><li>You can ask questions on Twitter and hear answers from all over the world </li></ul></ul><ul><ul><li>By following the right people, you can access streaming news from industry movers and shakers </li></ul></ul>Twitter
  67. 67. Let’s have an… Open Discussion
  68. 68. To improve the quality of life in Rancho Bernardo by promoting business among our members through mutual support, promotion, networking, advertising, and customer referrals. Creating an awareness of economic issues and political events that may affect our members and the community at large; and building a better community through community service and advocacy. The Rancho Bernardo Business Association
  69. 69. The Rancho Bernardo Business Association How can Social Networking help me reach my goals?
  70. 70. The Rancho Bernardo Business Association Presentation by Erica Vautier