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Successful entrepreneurs have always had an intuitive knack for how to generate word-of-mouth buzz for their products an services. And yet, many struggle to apply what they know to their online marketing. This presentation explains social media and search engine optimization (SEO) simply through the lens of word-of-mouth.
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Online Word-of-MouthPresented by: Josh Braaten of Rasmussen College
April 11, 2023 2
Who is Josh Braaten?
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
Rasmussen College Sr. Online Marketer@jlbraaten on Twitter
April 11, 2023 3
Who is Josh Braaten?
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
..originally from North Dakota
Small Businesses Know How to Create Word-of-Mouth Buzz
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 5
Some Businesses Have a Knack for Word-of-Mouth Buzz
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 6
Amazing Products Create Buzz
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 7
Amazing Service Creates Buzz
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 8
Entertaining Customers Create Buzz
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
(or Educating/Engaging)
April 11, 2023 9
What Does This Have to do with the Web?
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023
• Search engine optimization (SEO) theories• Shady SEO agencies with spam tactics• Google’s Pandas and Penguins• Keyword targeting and on-page optimization• 301 redirects and sitemaps.xml• Indexation and robot spiders• Canonicalization of URLs
Why Does SEO Come Across as Difficult?
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 10
April 11, 2023
• Facebook• Twitter• LinkedIn• Google+• YouTube• Pinterest• MySpace
Why Does Social Media Come Across as Difficult?
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 11
• Ping• Tumblr• Last.fm• So.cl• Reddit• StumbleUpon• Yammer
• Angie’s List• Yelp!• Google Places• Quora• Formspring• Slideshare
April 11, 2023 12
You May be Looking at it all Wrong
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
SEO and Social Media Explained Simply for Small (and Large) Businesses
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 14
How Traditional Word-of-Mouth Works
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 15
How Traditional Word-of-Mouth Works
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 16
How Traditional Word-of-Mouth Works
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 17
How Social Media Works
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 18
How SEO Works
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 19
Why Didn’t Someone Just Say That in the First Place?
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
How to Earn Word-of-Mouth Buzz Online
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 21
Offer an Amazing Product
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
Example: http://bit.ly/StarWarsDecals
April 11, 2023 22
Any Product can be Amazing
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
Visit: http://www.rasmussen.edu/accelerated
April 11, 2023 23
Is Your Product Amazing?
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
Source: http://www.kissinsights.com/
April 11, 2023 24
Do Customers Think Your Product is Amazing?
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
The Internet is kind to great products.
April 11, 2023 25
Offer an Amazing Service
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
Book: http://www.deliveringhappiness.com/
April 11, 2023 26
Is Your Service Amazing?
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
Source: http://www.surveymonkey.com/
April 11, 2023 27
Do Customers Think Your Service is Amazing?
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
The Internet often rewards great service.
April 11, 2023 28
Entertain, Educate, Engage
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
11 Tips to Start Online Word-of-Mouth Marketing
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 30
1. Locate the Places Where People Talk
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 31
2. Claim and Complete Online Identities
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
• Website• Blog• Facebook• Google+
/Local• Others?
April 11, 2023 32
3. Use Common Sense to Help People Find You
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 33
4. Create and Share Interesting, Helpful Content
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 34
5. Pick a Schedule and Commit. Revise as Needed.
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
Online Property Frequency Action
Blog Weekly Write one 200-800 word article that entertains, educates, or engages customers
Social MediaFacebook: daily
Twitter: 2-5x/dayGoogle+: weeklyPinterest: weekly
7:2:1 Ratio:•7 = Other people’s helpful content•2 = Your content•1 = Your products or service
Email Monthly Send an email newsletter full of the month’s content and send it to customers
April 11, 2023 35
6. Ask Your Customers for Their Thoughts
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 36
7. Fix What’s Broken
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 37
8. Surprise Your Customers
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 38
9. Then Request Credit Where It’s Due
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 39
10. Ask Your Customers for a Review
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 40
11. Engage, Engage, Engage
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
April 11, 2023 41
Ok, Now I Just Have to Find the Time
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
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