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Business person thinking about web and social media tools? Here's ideas and advice from Susan Mernit, susanmernit.com
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Susan Mernit Oakland Local
February 16, 2012
Developing a web presence
We’re NOT going to ask why you need a web presence, right?
2/15/12 2 Susan Mernit [email protected]
oaklandlocal.com/trainings
Two types of presence to be aware of
• Passive – Search query results – Digital “footprint” (how do I show up in search results?)
– RecommendaSons & referrals • Yelp • Judy’s List
– Groups & memberships
• AcSve – Web site – Google places page – Social media accounts
• Facebook • TwiYer • Linked In • Tumblr • Youtube • Linked In • Google + (for business)
2/15/12 3 Susan Mernit [email protected]
oaklandlocal.com/trainings
You need to work on both
• Passive: This is how you show up and what others think of you
• No connecSons, just passive data
• No conversaSons, just data
• Ac7ve: You’re shaping the message through – What you say
– Who you know – What they say about you
– What your role as an expert/curator/ resource is
A big part of business today is shared values: Which of these approaches demonstrates that more? (Trick ques7on) 2/15/12 4
Susan Mernit [email protected] oaklandlocal.com/trainings
Web presence: Know how you show up today
• Monitor & take first steps to claim your idenSty/control impressions
• Set up a Google alert to monitor (google.com/alerts)
• Set up a Google plus profile (google.com/plus)
2/15/12 5 Susan Mernit [email protected]
oaklandlocal.com/trainings
Problems with your web presence
• You DON’T SHOW UP—no impression • DAMAGING MATERIALS-‐drunk, insults, whatever
• SOMEONE ELSE WITH YOUR NAME OR YOUR BUSINESS NAME—you’re hidden by others
2/15/12 6 Susan Mernit [email protected]
oaklandlocal.com/trainings
SOLUTIONS FOR POOR PRESENCE: CREATING VISIBILITY
2/15/12 7 Susan Mernit [email protected]
oaklandlocal.com/trainings
Here’s the toolkit to choose from
– Google places page – Name web site (your url.com)
– 3rd party web site: flavors.me, weebly.com – Social media accounts
• Facebook page for business (need personal account to start) • TwiYer account • Linked In group for your business • Tumblr site (micro blog) • Youtube or other video channel • Google + page (for business)
2/15/12 8 Susan Mernit [email protected]
oaklandlocal.com/trainings
Google Places: Must do! hYp://www.google.com/places/
FREE! Adds you to search engine result And maps in very visible ways
2/15/12 9 Susan Mernit [email protected]
oaklandlocal.com/trainings
Example: Name web site for Tara’s Organic Ice Cream: hSp://tarasorganic.com/ Cost es7mates
Bought the domain and registered it: $5-‐15.99 Got a site up w/ a programmer: $300-‐$5,000 Hos7ng company for site: $15-‐50 month Support: $150 month
2/15/12 10 Susan Mernit [email protected]
oaklandlocal.com/trainings
Example: One page web site for consultant/ar7st Kwan Booth @ boothism.com Built using hYp://flavors.me, can also use weebly.com
When would you use this Instead of a full web site? Costs: free to under $150
2/15/12 11 Susan Mernit [email protected]
oaklandlocal.com/trainings
Example: Facebook page for business hSps://www.facebook.com/gardenhor7caplace
Simple page is free but you need to add links & content; programmer will cost more.
2/15/12 12 Susan Mernit [email protected]
oaklandlocal.com/trainings
Example: Linked In group for your organiza7on:hSp://linkd.in/wXUNvM Promotes community/discussion around a business/brand/affinity Works best for non-‐profits, values-‐driven or professional services
Discussion: What kind of business might benefit from running a LinkedIn group?
2/15/12 13 Susan Mernit [email protected]
oaklandlocal.com/trainings
Create a company page: hYp://www.linkedin.com/company/793244 Shows staffers, idenSty
2/15/12 14 Susan Mernit [email protected]
oaklandlocal.com/trainings
TUMBLR: FASTEST GROWING MICRO-‐BLOGGING PLATFORM Example: Kate Spade (retailer, fashion)
hYp://katespadeny.tumblr.com/
Clip and post links as well as write; free plahorm, cheap themes
2/15/12 15 Susan Mernit [email protected]
oaklandlocal.com/trainings
Video channels are great for people who: A) Love doing video with their phone B) Have a service or product that fits C) Want to maintain the channel
hYp://www.youtube.com/watch?v=JYbDOX_W38c
Are you a good fit for video?
2/15/12 16 Susan Mernit [email protected]
oaklandlocal.com/trainings
TwiSer account: Free, easy to set up Great to a) Broadcast informa7on b) Build community
If you add links, where will they point to? 2/15/12 17
Susan Mernit [email protected] oaklandlocal.com/trainings
Google Plus: Growing and well indexed
• Create a profile that comes up • at the TOP of search results You control persona • Easy to update
Go to google.com/plus And sign in (You need a Google Account) Can we personal or can Be a business page
2/15/12 18 Susan Mernit [email protected]
oaklandlocal.com/trainings
If you have a Google + page, it will be the FIRST result on a Google search Free to set up Need to post to maintain it
2/15/12 19 Susan Mernit [email protected]
oaklandlocal.com/trainings
SO YOU’RE GONNA DO ALL OF THESE, RIGHT? (NOT).
2/15/12 20 Susan Mernit [email protected]
oaklandlocal.com/trainings
So how do you decide what to do?
• Outcomes to achieve
• Build visibility • Manage reputaSon
• Build community • Emphasize shared values
• Market services/deals
• Time/Skill/Budget/Risk
• What can you spend? – At start – Ongoing
• How much Sme can you invest? – At start – Ongoing
2/15/12 21 Susan Mernit [email protected]
oaklandlocal.com/trainings
Make sure you know how to measure results— if not and it’s work, don’t do it YET
Where to get help
• Real world: – Find a resource to help
• House of Local • Tech Liminal
• Tech Scouts • Others….
• Get smarter on the web – Mashable.com arScles
2/15/12 Susan Mernit [email protected]
oaklandlocal.com/trainings 22
• Facebook Business Account FAQ: hYp://www.facebook.com/help/?page=721 • TwiYer account creaSon: hYp://twiYer.com/account/create • G
• Don’t forget about follow-‐up classes from Oakland Local Academy—and the social media support our consul7ng group can provide you with along with adver7sing services. And remember the ACBSDC, they’re great.
Oakland Local loves to share community Strategies; we’re all about empowering local business & community
Keep in touch
Twitter: @Susanmernit, @oaklandlocal Email: [email protected]
Site: oaklandlocal.com Training: oaklandlocal.com/trainings Follow us on Facebook facebook.com/oaklocal