“This Business Sucks!”

Enhancing your business reputation online

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Seismic Shifts In Media Consumption

How people get their news:

U25: 34% no news on a typical day (up 25% from 1998)

51% of Americans are “news grazers”

15% of Americans have “smart phones” and 37% get their news from them

Pew Research Center

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More Selections In The News Buffet Line

1994 2008Newspaper 58% 34%Cable News NA 39%Local TV News 77% 52%Network News 60% 52%Online News NA 37%(3 or more days per week)

Pew Research Center

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The Impact

“Control” over news and information has been lost

Audiences fractured

“Nobody knows what business model, if any, can sustain serious journalism in today’s economic landscape.” James Warren “When No News Is Bad News” The Atlantic, 1/21/09

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“Control is now being released into the hands of citizen marketers and – I heard the term the other day – digital natives.” Brian C. Kenny, Chief Marketing and Communications Officer for Harvard Business School (Boston Globe 2/16/09)

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“Took advantage of me and grossly…

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“…mediocre lunch at Onyx Fusion…

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What’s A Brand (Or Business) To Do?

Say, you are Sprint, and this guy is complaining about you…

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You Tweet Right Back!

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Slamming askmydog.com…

“...in my experience doing marketing consulting, branding, and logo and Web design, you want to pick an address that is fairly logical if possible, and not one that later becomes a joke.”Blogger Heather Brandon after GCAI was awarded Springfield Housing Authority PR Contract Through Competitive Bid Process.

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Forum Example

18955. Thank you PeoplesBank

by CopyCat33, 2/18/09 17:33 ET I think we always hear about the terrible service we receive at the companies we deal with on a day to day basis. What we do not hear enough is when we get treated nice. So I thought to write this line in masslive.com. This past Saturday I went to the PeoplesBank branch…

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Where Digital Natives Are Beating Their Drums

60.4 million U.S. users

Over 50% are age 35+

Biggest U.S. age demographic 35-44

Fastest-growing demogaphic 55+ (Advertising Age 2/23/09)

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Twitter

Over 3 million Tweets per day

6 million unique vistors a month

55 million visits 1/08-1/09

25+ million since November 2008(Pistachio Consulting)

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YouTube

14.3 billion online videos viewed December 2008

YouTube share 40% or 5.9 billion(comscore)

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And More…

Blogs

Yelp

Google Maps

Find The “Comments”

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What Can A Small Business Do? GET IN THE GAME!

Lurk – search and observe

Listen – to the conversation, set up alerts

Learn – how to work with a few social media sites well

Engage – contribute, connect, correct

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Major Brands That Are Listening

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Free Social Networking Tools For Small Businesses

LinkedIn – Personal Profiles and Company Pages Facebook - Fan Page Twitter Google Maps Google Alerts

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LinkedIn Profiles

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LinkedIn Company Pages

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Facebook Fan Page

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Small Business On Twitter

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Google Yourself And Claim & Correct Content

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Using Keywords And Mirrored Content

Keywords:

1) Words that people will search for that are directly related to your business.

2) Concentrate on using about five words and attempt to use them in all postings about your company.

Mirrored Content:

1) Post the same short description of company on every social networking site you create.

2) If you have a website, it also should be posted there – preferably on the home page.

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Google Alerts

From: Google Alerts [mailto:googlealerts-noreply@google.com]Sent: Wednesday, May 27, 2009 2:01 AMTo: media@askmydog.comSubject: Google Alert - "john garvey"

Google News Alert for: "john garvey"Social Media Seminar Will Show How to Tap Online ToolsBusiness West - Springfield, MA, USA Enhancing your Business Reputation Online,” led by John Garvey,

president of Garvey Communications Associates; “Facebook for Business,” led by Lewis; ... This as-it-happens Google Alert is brought to you by Google.

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Google Alerts

1) Visit the Google Alerts home page.

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2) Enter your search and the type of alert you'd like (News, Web, Video etc.).

3) How often you'd like Google to check for results and your email address.

4) When you're done, click the 'Create Alert' button.

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Google will send you a confirmation email; clicking the link in the email will activate your Alert.

You can create and confirm your Alert in one visit on your "Manage Yours Alerts" page. To access this page, you'll need to sign in to your Google Account. If you don't yet have an account, please visit the Google Accounts home page to create one.

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Google Maps – Driving Directions, Branding Opportunity, Or Social Media Site?

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Google Maps Can Drive Customers, Brand, And Content

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Google Maps Example Cont.

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Google Maps

Millions search every day

Free

Update listing at anytime

Manage multiple locations from one account

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Google Maps Cont.

1. Create a Google account

2. Search for your listing(s)

3. Claim it

4. Make edits

5. Verify ownership

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Google Maps Cont.

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Google Maps Cont.

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Google Maps Cont.

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Google Maps Cont.

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Google Maps Cont.

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Conclusions

The media landscape has changed The marketplace has shifted to the internet Small businesses can directly engage

customers Use the give to get model for content