Building Your Online Presence given at the Flock and Fiber Conference in Casper, Wyoming.

1. Build Your Online Presence
Jenny Nixon
Extension Educator

2. Online Presence Strategy

3. Part of the Blue Print
• Owned Media– that which you control
• Paid Media – what you purchase
• Earned Media – result of owned, paid
and engaging
http://mashable.com/2010/02/11/social-objects/

4. Owned/Claimed Media
• Web site
• Mobile Site
• Blog
• Twitter account
• Facebook page
• Flickr
• Youtube channel
• Map locations

5. Builds Foundation
• You Control
• You Own and Brand Channels
• Contributes to portfolio
• Lays foundation for ‘earned’ value

6. Builds a Bridge
• Connects social experience to
destination
• Creates a ecosystem where
communities are already active
– Uncover locations that
require your engagement –
how, where, when and to
what extent

7. Paid Media
• Represents what we purchase
– Display ads, paid search, sponsorships
• Can complement, reinforce and
polish

8. Earned Media
• Result of owned, paid, and
participatory programs
– Blog posts
– Tweets
– Status updates
– Comments

9. A Brand is:
• what you stand for and your reputation
• your company’s face in the marketplace
• your promise
• what consumers know and believe and
think and feel about your business, its
products, services, and the experiences
you provide
• the emotional impact your company
makes on your customers or potential
customers

10. Building Your Brand
Start with an understanding of your
business, ask what you want the world to
know about it, then polish your vision and
make it crystal clear:
• Who are you?
– List your company values.
– Do people know about your business values?
– Have you created a relationship you can foster?
– Have you made a connection or bond with your
customer?

11. Building Your Brand
• What are your strengths?
– What value or benefit does your product or
service bring to the customer?
– Do you have specialty products or services
that put you ahead of the market?
– What makes your product unique?
– How does your price point fit the market –
service and quality only go so far?
– Can you show through pictures or
description the emotional factor of why you
are better?

12. Build Your Brand
• Learn your current on-line reputation
Even if you think you don't have one................

13. Build Your Brand
• Claim and manage your "Google" presence
• Test your brand in the biggest search engines
• Manage your brand
• Give correct info
• Work to delete bad info
• Link to more info
• Join in the conversation

14. Local search/maps
• Yahoo! maps
• Bing maps
• Mapquest
• Google maps

15. Internet Search

16. Build Your Brand
• Manage your placed web presence
• Engage customers in conversation
• Allow customers to communicate with each
other
• Give customers a call to action

17. Unify Your Brand
• Unify your brand sites with common
username
• http://facebook.com/unexted
• http://flickr.com/photos/unexted
• http://youtube.com/unexted
• http://twitter.com/unexted
• http://pinterest.com/unexted

18. Unify Your Brand
• Link your web presences
http://yourbusinessname.com/
• Consider all your media
• Social networks
• Traditional web
• Traditional print
• Allow people to join the conversation where
and how they wish

20. Build Your Brand

21. Use Keywords
• Keywords are words / phrases people use to
search
• Base for getting found
• Use in sites
URL or Domain Name
Page Title
Picture Alt Tags
Marketing
Page Description
Links
Content
Headings
Body

22. Things to Do
1.Comment on other’s posts
2.Ask questions in your posts
3.Post links and threads
4.Post relevant events

23. Promoting on Social Networks
DO
1. Make it compelling/benefit-based
2. Talk about new or unusual features
3. Include discounts or savings
DON’T
1. Don’t continually sell
2. Don’t fall short of the expectation that you’ve set
http://inc.com

24. ANALYZE This!
• Apply analytics to your sites
• Many social networking sites have their own
metrics --- Facebook offers
• Polling application
• Direct target marketing
• Google Analytics can be applied to many sites
• Websites
• Facebook
• Twitter

25. HOW DO WE DO IT ALL?

26. Marketing Strategy
• Need a Social Networking/Media Strategy
o Research customer
o Determine time commitment
• Building relationships and reputations
• Adding value to conversations relevant to your
business.
• Analyze
o What marketing worked well?
o What marketing didn't work well or not at all?
o Are there any standout reasons?

27. Ask yourself
• What are your on-line marketing goals?
• Who is your on-line target market?
• How do you plan to increase your target market?
• Which on-line tool/tools will you incorporate in the
next 6 months?
• What is your call to action?
• How does your on-line marketing strategy fit into your
traditional marketing strategy?
• How do you plan to incorporate this into your
marketing strategy?

28. One Piece – Many Deliverables
Write content for blog
• Blog has RSS feed which goes to feed reader
• Announce the blog update on twitter which
automatically goes to Facebook
Create a video
• Post a link on website
• Upload to youtube
• Upload same episode to your ITunes podcast
Talk about different things - not just about yourself! Make
it 'interesting'!

29. Additional e-Learning
Growing Nebraska Businesses
Community Vitality Web Page
HuskerPreneur Blog
https://huskerpreneur.com/
This presentation may be found @
Huskerpreneur.com > Presentations
Jenny Nixon
jnixon@unl.edu

30. Extension is a Division of the Institute of Agriculture and Natural
Resources at the University of Nebraska–Lincoln cooperating with
the Counties and the United States Department of Agriculture.
University of Nebraska–Lincoln Extension educational programs
abide with the nondiscrimination policies of the University of
Nebraska–Lincoln and the United States Department of Agriculture.