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River Falls Chamber Breakfast Presentation - Sept 2011


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Greg Strauss of the Rivertown News Group presented an overview of online options for local Chamber members

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River Falls Chamber Breakfast Presentation - Sept 2011

  1. 1. <ul><li>Be Found/Seen Online </li></ul><ul><li>Provide Relevant Info </li></ul><ul><li>Retain & Reward Customers, Get New Customers……. SALES!!! </li></ul>Your Business Online - Expectations
  2. 2. <ul><li>Using Video to grow your business </li></ul><ul><li>SEO vs. SEM – which is right for you? </li></ul><ul><li>Google Tools – free! </li></ul><ul><li>Daily Deals </li></ul>What we’ll cover…
  3. 3. Can Customers Find Your Business?
  4. 4. Can your customers find you online?
  5. 5. 1. Use Video to grow your business Online Video has emerged as one of the best (but overlooked social media tool!) ways to get your story across to potential customers. Video offers a great way to reach large audiences, convey your core messages and drive traffic to your site – and you can do it FREE!
  6. 6. eMarketer … .sites like YouTube, LinkedIn and Foursquare will grow…
  7. 7. SEO benefits
  8. 8. Seven in ten adult internet users (69%), or roughly half of all U.S. adults (52%) have used the internet to watch or download video – Pew Internet Is video for me?
  9. 9. U.S. Online Video Views Reach Record High in June Internet users in the U.S. engaged in over 6.2 billion video viewing sessions in June, representing an all time high, according to comScore's Video Metrix measurement product Is video for me?
  10. 10. Robertson's channel has a quarter of a million views and her video views are close to 13 million. Only for the Young? Millions within the older demographics are likely targets for online video, too, and they are just as capable of creating their own “video stars.”  
  11. 11. Robertson's YouTube page points to iTune downloads, ticket sales and her own Web site, where she keeps the fan based stoked with loads of audio clips and articles.
  12. 12. Getting Started: Define Your Video Goals Before you pick up a camera, you must clearly define your marketing goals and objectives. What do you want this video to accomplish? Is this about driving traffic or creating a marketing funnel? What key messages are essential to convey to your audience? Tip: Put yourself in your customer’s shoes. Think about what they would be interested in watching and what they’d find beneficial to learn about your business, product or service
  13. 13. Avoid The Pitch! Much like with any Social Media….
  14. 14. <ul><li>1) Share Your Expertise </li></ul><ul><li>Upload recordings of presentations you’ve given, to demonstrate authority. </li></ul><ul><li>Create short videos of valuable tips of interest to your clients and prospects to show off your expertise. </li></ul><ul><li>3) Customer Service </li></ul><ul><li>Create videos to help your customers use your product or service. </li></ul><ul><li>Post solutions to common product or service problems or customer- specific questions. </li></ul><ul><li>2) Marketing and Advertising </li></ul><ul><li>Create a channel on YouTube – be found! </li></ul><ul><li>Post customer video testimonials to add to your credibility. </li></ul><ul><li>Put together a creative video explaining your product or service. </li></ul><ul><li>Show your product in action. </li></ul><ul><li>Show the results of someone using your services. </li></ul>
  15. 15. Publish Your Video! Once completed, it is time to present your video to the world! As a marketing asset you should publish your video in as many places as you can! YouTube: YouTube is a must. It is one of the top search sites, beating Yahoo and Bing. If you do not have a YouTube account, create one – free. Customize Your Channel! Facebook: Post your video to your company’s FB page and encourage those who “like” your company to view and share the link. LinkedIn: Put your video on your company’s LinkedIn page. LinkedIn doesn’t allow direct video uploads, but you can easily share a YouTube video. Your followers will receive an update that you’ve shared content and will be prompted to watch your video. Twitter: Send out a tweet to your followers with the title of your video and a link to it.
  16. 16. You have produced, published and promoted your video! Now it’s time to measure which channel is most effective for you and your business. Website traffic - Changes in direct traffic to your website can be an indication of success. Check the source of any new traffic Social Media – Do you have more “likes” on your Facebook page or more subscribers to your YouTube channel? Measure Your Success Customers – Have you had any existing or new customers find or comment on your video online?
  17. 17. Removing FEAR from recording video
  18. 18. Reasons for camera FEAR <ul><li>Image – Afraid of how you would look on camera. </li></ul><ul><li>Sound – Afraid at how you would sound on camera. </li></ul><ul><li>Memory – Afraid of forgetting what you were going to talk about. </li></ul><ul><li>The deer in headlights feeling once the camera gets turned on. – (the most common) </li></ul>
  19. 19. How To Get Over It….. <ul><li>Don’t get bogged down with technical specifics </li></ul><ul><ul><li>There are a lot of popular videos that are nothing more than ordinary people on-camera talking, sharing tips and tricks </li></ul></ul><ul><li>Practice being comfortable on camera </li></ul><ul><ul><li>Get a small camera and give it a shot and don’t be too critical </li></ul></ul><ul><ul><li>Try popular video chat programs like Skype and Google Video Chat with friends and family to get used to being on-camera (web-cam required) </li></ul></ul>
  20. 20. Expensive Cameras? <ul><li>Do I need a High quality camera – Nope </li></ul><ul><li>Depending on your desired result, these three types of cameras should produce just about anything you might need for social media videos. </li></ul>
  21. 21. Video Editing Software <ul><li>There are FREE video editors that come default on most computers, or can be added with a free download. </li></ul><ul><li>iMovie on macs </li></ul><ul><li>Windows Movie Maker on Windows Machines </li></ul><ul><li>Inexpensive software can also be purchased under $100 from companies like Adobe & Corel </li></ul>Movie Maker iMovie Adobe Corel Roughly $79.99 Roughly $79.99
  22. 22. <ul><li>Often times video tutorials intended to offer tips and tricks about a computer process will use screen capture software to record what they see on their computer screen. </li></ul><ul><li>This is great for people with computer based businesses, and those who might use the computer to enlighten customers and clients. </li></ul><ul><li>FREE program call JING by techsmith allows you to record your screen and voice while performing a task on your computer. </li></ul>Screen Capture Software
  23. 23. Don’t have time to learn new software? <ul><li>You can record tips about your industry direct into a webcam and upload to youtube without ever using video editing software (webcam required) </li></ul>
  24. 24. Be prepared to record <ul><li>A rough overview to help you determine the beginning, key points, and an ending is all you need </li></ul><ul><li>DON’T try to memorize every word. Or you might come off as not rigid and un-natural </li></ul><ul><li>Just know what you’re talking about and be natural </li></ul>Storyboard But don’t over-prepare
  25. 25. Good Lighting VS. Bad Lighting <ul><li>Natural lighting is always best. </li></ul><ul><li>Try to stay away from shooting in dark or low light settings, and also away from very bright settings as well. The colors get washed out in different lighting extremes. </li></ul>Examples Natural Too Bright Too Dark
  26. 26. Popular Techniques <ul><li>Interview someone in the industry you represent. </li></ul><ul><ul><li>Lumberyard could interview local builders about certain products </li></ul></ul><ul><ul><li>Computer Repair business could interview anti-virus software experts </li></ul></ul><ul><li>Advice / Tips / Tricks – You’re the professional </li></ul><ul><ul><li>Tax Attorney could offer common sense tax tips </li></ul></ul><ul><ul><li>Health Professionals can offer wellness tips </li></ul></ul><ul><li>Common Commercial / product promotion </li></ul><ul><ul><li>While not the best format for viral video, this can be a nice option for a homepage video aimed at achieving call to action goals on your website. </li></ul></ul>
  27. 27. Always Remember the Videos Purpose when Shooting
  28. 28. 2. SEO vs. SEM – which is right for YOU? $ PAID $ FREE!!!
  29. 29. SEO vs. SEM <ul><li>SEO: S earch E ngine O ptimization </li></ul><ul><li>SEM: S earch E ngine M arketing </li></ul><ul><li>SEM can be described as “Utilizing the technology of search engines with the goal of promoting a website and/or business”. </li></ul><ul><li>SEO can be described as “the Art and Science of making websites perform better in the search engines”. </li></ul>
  30. 30. -SEM <ul><li>Most common form is PPC advertising </li></ul><ul><li>(Pay Per Click) </li></ul><ul><li>- Google Adwords, Yahoo Search Marketing, Bing, Etc. </li></ul><ul><li>Search engines and services, such as Google, Bing or Yahoo, provide listings on a per-bid basis. </li></ul><ul><li>You bid what you want to pay for a click on the ad. Bid the most and be the most relevant to search results, then you have a good chance of ranking number 1 in the sponsored results. </li></ul><ul><li>If someone clicks on your PPC listing, they arrive at your web site. And you are charged the amount you bid. So, if you bid $.15 per click on ‘web design’, and that’s the highest bid, you’ll probably show up first in line. If 100 people click on your PPC listing, then the search engine or PPC service will charge you $15.00. </li></ul>
  31. 31. Steps for a successful SEM Plan <ul><li>Research your target audience. </li></ul><ul><li>Set your online goals and key performance indicators. </li></ul><ul><li>Build an initial list of important keywords that represent your current and most relevant content and potential content. </li></ul><ul><li>Validate your keywords by testing and refining them with your keyword selector tools such as Yahoo Keyword Selector, Google Keyword Selector, Google Trends and Keyword Discovery. </li></ul><ul><li>Check your current ranking. </li></ul><ul><li>Optimize the website by improving your web design, architecture and web page content. </li></ul><ul><li>Pursue link-building and partnerships. </li></ul><ul><li>Install good tracking software, and track and analyze your performance for better results. </li></ul>
  32. 32. The Minimum Requirements of PPC Advertising <ul><li>Research and find relevant keywords that you want your ad to show up with </li></ul><ul><ul><li>You can use Google Trends to find valuable keywords </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Setup a monthly and/or daily budget (no minimum) </li></ul><ul><li>Optimize, evaluate, optimize </li></ul><ul><li>Repeat step 3 until you find success…… </li></ul>
  33. 33. -SEO <ul><li>Market and Keyword research </li></ul><ul><li>Proper website architecture and design </li></ul><ul><li>On-page optimization </li></ul><ul><li>Creating and submitting a sitemap to search engines </li></ul><ul><li>Link building efforts from respected and related websites </li></ul><ul><li>Content strategy and creation. (this the a big one) </li></ul><ul><li>Review success, re-optimize, and track your results. </li></ul>
  34. 34. So… SEO vs. SEM <ul><li>Well they are in reality quite different but work together quite well </li></ul><ul><li>SEM can get you on google in a short amount of time, but if your site’s SEO is poor, this can effect your SEM campaign negatively. </li></ul><ul><li>SEO on its own, can take months to start seeing tangible results. </li></ul><ul><li>So…. SEO can be considered a subset of SEM and should be considered as a prerequisite. </li></ul><ul><li>Therefore SEO should be considered as an integral part in the long term goals of any SEM campaign. </li></ul>
  35. 35. 3. Google Tools - Let Google Help You!
  36. 36. <ul><li>Go to </li></ul><ul><li>Search for your location using keyword(s) that describes your business and location. </li></ul>Google Places/Maps - Find Your Business
  37. 37. Click on More Info
  38. 38. Edit Your Info Add Pictures, Hours, Reviews, Coupons, etc.
  39. 39. Validate Your Listing
  40. 40. Create FREE Online Coupons!
  41. 41. KEY: Magellan, Telenav, and Garmin brand GPS devices
  42. 43. Use Google to Analyze Your Traffic!
  43. 44. How much traffic?
  44. 45. What parts of your site are being looked at?
  45. 46. Where are they viewing from?
  46. 47. How are they finding you?
  47. 48. What days do they visit?
  48. 49. What time do they visit?
  49. 50. 4. The Growth of the Daily Deal Groupon & Living Social Overview
  50. 51. Groupon, a Chicago-based “deal of the day” website founded by Andrew Mason, is a combination of the words “group” and “coupon.” Every day, in cities around the world, the site sends out one coupon to subscribers in each market it serves. A coupon with a significant discount and a caveat attached — if enough people sign up and agree to use the coupon, the deal will go through. If there aren’t many takers, the deal falls through. To get on Groupon, you have to contact them — if they don’t contact you first.
  51. 52. How it works: Standard Program Customer Pays for $10 Groupon worth $20 of goods and services – Lured by 50% Off! Of the $10 - Groupon gets $5 Local business gets $5
  52. 57. $500 million this year for Living Social
  53. 60. Living Social, in Washington DC, is the second biggest daily deal company out there, on pace to book $500 million in revenue this year. There are 30+ million subscribers . Pictured is LivingSocial CEO Tim O'Shaugnessy. Recently they have started Living Social Escapes, Living Social Adventures, and Living Social Family. LivingSocial Instant, which is a real-time local deal offering for consumers and merchants. Say you are near downtown St. Paul – and it’s lunchtime. There's probably 30 places you could go within a couple blocks to grab a sandwich or whatever to be in and out in a couple minutes. All 30 of those places probably want your business. Some of them are a little full, some are probably empty, but they all want your business and have no way to communicate with you about that. Living Social is building a very large mobile presence. You'll be able to essentially pull up the app and see real-time offers that might only be up for two hours for the merchant to - you look and see Chipotle is offering &quot;pay $5 and you can get any burrito you want.&quot; You can actually buy right there on your phone and then the merchant will have a hardware device in their store where it shows up that you've bought this instantaneously. You can walk right up and you've made that purchase already. How it works: Standard Program Customer Pays for $10 Daily Deal worth $20 of goods and services – Lured by 50% Off! Of the $10 - Living Social gets $4 Local business gets $6
  54. 61.   Merchants Split on Groupon Satisfaction AUGUST 9, 2011 Even when local merchants make money, many remain unhappy with deals July research from Cooper Murphy Copywriters found that nearly two-thirds of US businesses that had run a Groupon promotion said the particular promotion had been profitable for them. While a few were unsure, only 35% said they did not make money off the deal itself—an early worry among many businesses due to the deep discounting offered for such programs. Yet businesses remained unsatisfied. Fully 82% were unhappy with the level of repeat business their Groupon promotion brought in, and nearly as many said Groupon users were more price-sensitive than the average customer.
  55. 62. If daily deals haven’t already reached a tipping point, then San Francisco restaurateur Joe Hargrave believes that day is coming soon. The Tacolicious owner gets between four and nine pitches from daily deal salespeople each month. He struggles to understand why businesses would want to target potential customers who are only after a good deal. How did you first get introduced to daily deals? Groupon started, and then they just started hitting us with emails. They aren’t bothersome when there’s only one or two out on the market — you can use them at your discretion. But it’s gotten to the point where Google does it now; Amazon is doing it.
  56. 66. <ul><li>Pros: </li></ul><ul><li>Exposure </li></ul><ul><li>Cash up front </li></ul><ul><li>New Customers! </li></ul><ul><li>New Customers will spend </li></ul><ul><li>more than coupon </li></ul><ul><li>New = Repeat Customers! </li></ul><ul><li>Cons: </li></ul><ul><li>Deals go to existing customers </li></ul><ul><li>Big Discounts! </li></ul><ul><li>Customers May not be repeat </li></ul><ul><li>Customers may spend only the </li></ul><ul><li>amount of the coupon! </li></ul>Is a Daily Deal for you?