Google’s changes, facebook obits, and smartphone shoppers

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  • The question really should be, “Why wouldn’t you?” Your competitors are already there, and if they aren’t, they will be. But more importantly, your customers are there. Your business is based on relationships. People like to do business with people they know and trust, which happens through relationships. Social media is a very effective way to reach out to people in the online space. Absolutely. It gives you a voice and another way to communicate with potential families. It’s a way for you to ‘personalize’ your brand and use relaxed conversation to spread your message.
  • Interaction is key.
  • There are numerous ways to interact online. You probably recognize many, if not all of these icons. They represent just a sampling of the many social options out there.
  • These are just some of the ways you can interact online. If your time is limited, select one or two that you can reasonably keep up with.
  • Google’s changes, facebook obits, and smartphone shoppers

    1. 1. The Changing Consumer PreferencesGoogle’s Changes, Facebook Obits, and Smartphone Shoppers By: Michael Turkiewicz President, FuneralNet
    2. 2. Web PresenceSuccess Factors• Online Persona • How others view you.• Web Saturation • Where others find me.
    3. 3. Presentation Goals• Understanding Google • So your families can find you• How to Use Facebook • Build and maintain relationships• Building a Mobile Site • How it will differ from regular website
    4. 4. Understanding Google• Search King • Desktop • Mobile• 42% of all funeral home website visitors
    5. 5. Understanding Google• Why Google is Important? Families first impression is through the website. - Alan Creedy
    6. 6. Google Panda Update• Major Search Changes • February 2011
    7. 7. Google Search • Past • Paid advertisements • Organic results • Present • Paid advertisements • Local results • Organic results • Future - Paid, Local, Social, Organic, others?
    8. 8. Google Search• Past Search Results • Paid Advertisements • Directories • FuneralNet.com funeral home directory • Funeralhomes.com directory • Yellowpages.com • Organic Results • Smart Companies • Everyone Else
    9. 9. Google Search• New Search Results • Paid Advertisements • Local Companies • Map • Smart Companies • Organic Results
    10. 10. Google Search Results• Screen shot
    11. 11. Google Places• Use Free Tool – google.com/places • Add Pictures • Add Videos • Include Hours • Acceptable Payment Types • Show Reviews
    12. 12. Google Places Link
    13. 13. Google Places
    14. 14. Google Reviews• Customer Feedback • Various Websites • Google Reviews • Yelp • InsiderPages • CitySearch • Yahoo • Etc.
    15. 15. Google Reviews
    16. 16. Promote Company Reviews• Ask for reviews through: • Website • Service Surveys • Personal Requests
    17. 17. Negative Reviews• They Happen • Every company receives them• Respond to Negative Reviews • Thank reviewer • Respond to issue directly and honestly • Close positively, offering to personally work with reviewer in future.• Go to Work on Issue!
    18. 18. Google Summary• Use Free Tools • Google Places • Company Reviews • Organic Results• Use Paid Ads - if necessary
    19. 19. Google Questions?• Let’s tackle some questions.
    20. 20. Social Media and Business• Why would we participate in Social Media as a business?• Who cares about having a relationship with a funeral home?• Is it realistic to think Social Media has a role in my business success?
    21. 21. Important Thing to Remember • Social Media is for SOCIALIZING • People want to share and pass on information they think others will like.
    22. 22. Social Media Almost Unlimited
    23. 23. Ways to Participate
    24. 24. Where should I socialize?Everywhere you feel comfortable:• Facebook• Twitter• LinkedIn Groups• Blogs• Other Social Media venues
    25. 25. Why Facebook?• Public • Anyone can access• Links • Can reach your website• Updates/News • Provide an update whenever you want• Control • Make changes whenever you like• FreeSource: Dave Rigotti - November 12, 2007
    26. 26. Facebook Reach• Over 845 million global users • 1.7 million users die annually• Over 150 million US users • 51% of 50-64 year olds• More time on Facebook • 3 times more than Google
    27. 27. Facebook Comparison www.mediabistro.com
    28. 28. Facebook Fan Page
    29. 29. Facebook Strategy• Community Interaction• Relationship Building• Brand Awareness
    30. 30. Share on Facebook• Community Events• Company News• Inspirational Quotes• New Products/Services• Video Tributes/Service Broadcasts
    31. 31. Facebook Question
    32. 32. Facebook Contest
    33. 33. Facebook Photo Album
    34. 34. Facebook Obituaries• Do post obituaries • Community Leaders • Human Interest Stories• Do not post • All obituaries on wall • Full obituary
    35. 35. Facebook Obituaries
    36. 36. Facebook Results• Track Results • Fans • Goals for month, quarter, year • Engagement • Comments, Questions, etc. • Website Links • How many people reach your website
    37. 37. Facebook Summary• Relationships • Build and Maintain• Community Service • Providing Value• Friendship Building • New Relationships
    38. 38. Facebook Questions?• Let’s tackle some questions.
    39. 39. Mobile WebsitesWhat to understand • Different from Current Website • Faster Loading • Smaller Screens • More Access • The Future
    40. 40. Mobile Websites• Smartphones sold in 2011 • 488 million smartphones • 415 million PCs• 142% mobile website traffic growth in 2011
    41. 41. Smartphone History• IBM Simon 1992• Smartphone with camera 2000• BlackBerry with e-mail 2002• First iPhone 2007• First Android phone 2008
    42. 42. Other Devices• Netbooks launched 2007• iPads introduced 2010• Kindle Fire launched 2011• Other Android tablets
    43. 43. Smartphone Market Share
    44. 44. Mobile Site StrategyProvide to Families• Concise Information• Functional Items• Obituaries
    45. 45. Concise Information• About Us• Service Options• What to Do When Death Occurs
    46. 46. Functional Items• Location Maps • GPS enabled• Contact Form• Phone Number
    47. 47. Mobile Site Obituaries• Main Attractant• Service Times• Locations• Guestbook
    48. 48. Include on Mobile Site• Branding • Logo • Images • Colors• Clear Navigation • Touch Screens • Spacing
    49. 49. Exclude on Mobile Site• Flash Technology• Same Website Content• Small Buttons
    50. 50. Mobile Site Example HoranCares.com
    51. 51. Mobile Site Summary• Simplify• Concise Information• Target iPhone and Android Phones
    52. 52. Mobile Site Questions• Let’s tackle some questions.
    53. 53. Presentation Summary The Changing Consumer Preferences • Google • Use Free Tools • Paid Ads - if necessary • Facebook • Use Free Tool • Socialize • Mobile Site • Start Today
    54. 54. Presentation Goals• Success Factors • Online Persona • How am I viewed? • Web Saturation • Am I everywhere I need to be?
    55. 55. Follow-Through• Presentation available at: FuneralNet.com/ofda_conv_2012• Questions, sources, explanations: • 800-721-8166 • turk@funeralnet.com

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