beyond facebook superzoo 2012
DESCRIPTION
Lessons for retailers and small businesses on how to increase your brand exposure by building an online presence.TRANSCRIPT
1
Beyond Facebook
-Building Your Online Presence in 2012
September 11, 2012
For A Copy Of Today’s Presentation
3 Ways To Obtain A Copy:
1. Log On To Our Facebook Page:
www.facebook.com/CBCGroup • Mention Beyond Facebook
2. Email CBCG
3. Log On To Slideshare.net • Search Superzoo 2012
• Beyond Facebook
2
A Static Website And A Rarely Used Facebook
Page Won’t Help Your Business Grow in 2012
Traditional Marketing Methods Are No Longer
Enough To Capture Your Customers Attention
3
Hugging Your Customer Has Changed
Dramatically in 2012
Maximizing Your Online Presence Is The Key To Success; It Requires An Integrated Strategy
4
Businesses Today Must Create A Strong Online
Presence And Become A Customer Destination
How You Create Online Engagement Is A
Critical Factor To Your Brands’ Success
5
Engaging Customers With Your Brand Is A
Progression Thru A New Social Strategy
Altimeter Group
Customers Follow What
Others Are Saying:
� Visit Social Networking Sites,
Read Blogs, Watch Videos, Or
Listen To Podcasts
Consumers Are Seeking
Social-Created Content To
Help With Making
Decisions, Learn From
Peers, Or Entertainment
Watching Is The First Stage of Engagement
6
• Listen and Learn
• Understand The Content That
They Are Currently Consuming
(Pictures, Videos, Blogs, etc.)
• Offer Customers What THEY
Want
• Know What Your Customers
Want To Read, Watch, Or Hear
• Deliver On A Consistent Basis
• Create Content That Engages
Watching Based Upon Existing
Habits
Tactics To Engage WatchingWith Your
Customers
• Users Update Status On
Social Sites Or Twitter,
Upload Photos, Videos,
Articles, Etc.
• Users Share The
Information With Peers;
Two Goals:
• Support Others, And
Demonstrate Knowledge
Sharing Will Continue To Build Customer
Engagement
7
• Simplify By Introducing
Sharing Tools
• sharethis.com or addthis.com
• Offer Recognition And
Rewards For Participation
And Sharing
• Allow Facebook, Linkedin
And Twitter Connect
Features; Remind Your
Customers Regularly
About These Features
How Can You Encourage Your Customers To
Share?
• Customers Regularly Respond To
Others’ Content
• Comment On Blogs Or News
Stories, Add Review Or Rate
Products
• Commenters Support Brands In
Public – Come To Aid of Brands If
Other Participants Speak Harshly
• Commenters Actively Participate,
Support, Or Contribute
Ideas/Opinions
Commenting Means Devoted Customers Now
Want To Commit Their Time To Engaging With
Your Brand
8
• Allow Every Webpage To
Have Commenting
Features
• Develop A Community
Policy That Encourages
and Supports
Commenting
• Foster An Open And
Friendly Environment
(And Discourage
Spammers)
Creating CommentWorthy Behavior Is Critical
� Consumers Create And
Publish Their Own
Content on Company
Websites, Blogs, Videos
Or Podcasts
� They Want To Express
Their Identity, Deliver
Own Content, Be Heard
Or Be Recognized
� Their Voice Matters On
Behalf Of Your Brand
Producing Showcases Further Growth Of
Customer Commitment To Your Brand
9
• Become A Platform For The
Voice Of Your Customers
• Share Produced Messages
Among All Your Marketing
Platforms
• Provide Public Recognition
For Most Helpful
Community Members
• Review All Guidelines, Rules And
Requirements As Mandated By FTC
Encourage Producing By Supporting Your
Customers Voices
� Curators Moderate Or Are
Heavily Involved In Online
Communities Including
Wikipedia, Fan Pages And
Discussion Boards
� Curators Are Invested In The
Success Of A Product Or Brand
And Want To Be Recognized
� Curators Are Protective Of Brand
Value (Think Of Themselves As
Surrogate Owners Of Business)
Curating Content For Your Most Engaged
Users Keeps Them Coming Back
10
• Cultivate Curator Content
On A Regular Basis
• Share Curated Content With
The Rest Of Your Community
• Give “Credit” To Curator For
Producing The Content
• Rely On Curators As
Trusted Advisors, Consider
Them Non-Paid Partners
Cultivate Curating By Offering Value Added
Content Based On Your Target Customers
How Can You Use The 5 Steps With Your
Marketing Tools To Increase Engagement With
Your Customers?
11
Engaging Customers With An Effective
Facebook Fan Page
Engaging Customers With An Effective
Facebook Fan Page
Watch: • Create A Fan Page With Numerous Activities For Your Customers To Follow
• Create New Content EVERY DAY To Insure They Return On A Regular Basis
Share: • Create Opportunities For Followers To Share Information, Links, Photos to Others
Comment: • Enable All Comment Filters
• Encourage Fans To Regularly Engage By Commenting
Produce: • Publish Blogs, Videos, etc. And Link To Facebook Page
• Ask Customers To Produce For You
Curate:• Give Public Credit To Highly Engaged Users and Content Curators
• Showcase Curated Content
12
Creating Customer Loyalty With Your
Company Blog
Creating Customer Loyalty With Your
Company Blog
Watch: • Share News Relevant And Timely Articles About The SKI/Snow Industry
• Review Books, Websites, Blogs
Share: • Post Other Bloggers’ Posts
• Post Useful Blog Resources
• Report Live From Trade Shows And Industry Events
Comment: • Enable All Blog Comment Filters
• Encourage Commenting Often0
Produce: • Invite Industry Experts To Guest
Write Posts For Your Blog
Curate:• Recognize Subject Matter
Experts Within User Community
• Ask Them To Create Blog
Content
13
Wowing And Winning Customers With Your
Company Website
Wowing And Winning Customers With Your
Company Website
Watch: • Update SM Content On Your Website Regularly
• Include Produced And Curated Content On Your Website
Share: • Highlight Links To Your Social Media Sites On Your Website
• Share SM Content Via Your Website
• Drive SM Traffic To Relevant Web Pages
Comment: • Enable All Web Comment
Features 0
Produce: • Update Website With Newly
Produced Customer Content
• Publish Articles and/or EBooks
Curate:• Link Curated Content On
Website
• Recognize Subject Matter
Experts Within User
Community
14
Linked In Has Powerful Networking
Opportunities
Comment: • Reply To Questions And On
Discussions In Targeted Business
Groups 0
Produce: • Start Your Own Linked In Group To
Share Expertise And Build
Community
Curate:• Regularly Curate Content To Your
Personal Page And Your Groups
• Recognize Curators For Their Efforts
Watch: • Read Weekly Linked In Updates For Changes In Community-
• Link Appropriate Social Media Content Via Groups
Share: • Share Content From Industry Media To Establish Expert Status Within Community
Linked In Has Powerful Networking
Opportunities
15
Encourage Email Customers To Transition To
Social Media Via Attachments And Links
Encourage Email Customers To Transition To
Social Media Via Attachments And Links
Watch: • Link Email Content to Social Media Sites
• Regularly Remind Email Customers About Social Media Activities
Share: • Create Opportunities For Followers To Share Information, Links, Photos to Others
• Offer Rewards For Doing So
Comment: • Ask For/Encourage Comments on Email Content
• Drive To Social Media For Reply
Produce: • Demo Videos And Publish Via Email, Blogs And Social Media- Offer Sharing Tools On Posts
Curate:• Ask For Readers To Create Content – Run Contests
16
Creative Business Consulting Group www.cbc-group.net
1. Use The Online Marketing Programs We
Discussed – Share Content EVERY DAY
Including Your Company Blog, Facebook, Linked
In, Twitter, Email Marketing
2. Get Listed In Google Places
Google Searches Prioritizes Local Results. Enter
Your Businesses Details In Google Places And
Index Your Business And Provide These Details In
Searches Improving Your Ranking And Providing
Increased Traffic To Your Website
3. Start Following ‘Twitter’ Trend
In Recent Time, Businesses Have Taken To Twitter
As A Means Of Driving Traffic To Websites And
Blogs.
Add Links To Photos, Websites, Products, Offers
Etc. To Drive Traffic From Your Twitter Site
Ten Ways To Maximize Your Online Presence –Starting Today
Creative Business Consulting Group www.cbc-group.net
4. Maximize Your Reviews And Make
Them Visible
Peer Reviews And Referrals From Friends
Has A Much Greater Effect On The
Purchasing Decision Than Anything Else
Obtain Testimonials, Case Studies And Third
Party Reviews Which Will Help Customers
With Their Buying Decisions. Use
Organizations Like TripAdvisor And Yelp
5. Work On Improving Customers Trust
Include Details Of Corporate Or Personal
Membership Of Trade Bodies Or Institutes As
Well As Copies Of Certificates Of
Achievements And Awards On Your Website.
This Will Help Improve Trust Between The
Company And Is Potential Customers.
Top 10 Ways To Maximize Your Online Presence
17
Creative Business Consulting Group www.cbc-group.net
6. Get Your Articles Published In
Article Directories
Develop Company Position As A Thought
Leader And To Expose Your Brand To A
Wider Audience Via Article Writing
Articles Will Be Picked Up By Other Sites
Or Bloggers And Published With By-line
And Website Details. Google Indexes
Articles Which Helps With SEO And
Increased Traffic To Your Site
7. Have An Email Signature
Email Signatures Are A Great Way To
Promote Your Website, Blog Or Other On
Line Presence. The Inclusion Of Hyperlinks
To Your Website Makes It Easy For
Potential Viewers To Connect.
Top 10 Ways To Maximize Your Online Presence
Creative Business Consulting Group www.cbc-group.net
8. Fill Out Title Tags
Title Tags Are Embedded In The Coding
For Each Page Of Your Site. Typically,
People Don’t Search By Company Name.
Using Keywords And Phrases In The Title
Tags Will Help In Search Engine Rankings
9. Enter Your Meta Tag Description
This Is The Part Of The Search Engine
Listing That Appears Below The Main Title
Use This Space To Describe The Main
Benefits That You Offer Customers For
Your Business
Google Will Default To The First Line Of A
Company Website If A Meta Tag
Description Is Not Found
Top 10 Ways To Maximize Your Online Presence
18
Creative Business Consulting Group www.cbc-group.net
10.Benefit From Google Tools
Google Offer A Number Of FREE Tools To Help
You Maximize Your Web Presence. Use Them.
Google Analytics. Google Analytics Reports
Help You To Understand How People Interact
With Your Website, Where The Enter And Exit
The Site, How Long They Stay, What Keywords
Or Search Terms They Use, Etc. Use This
Information To Improve Performance And Content
Of Your Site
Google Alerts Get Notified To Keep You Abreast
Of What Is Happening In Your Industry, Any
Breaking News And Information On Competition
Google Maps Embedding Maps Into Your
Website Will Help Customers Find Your Physical
Presence; Ensures Better Rankings For Your Site.
Top 10 Ways To Maximize Your Online Presence
Creative Business Consulting Group www.cbc-group.net
CBCG Can Help You Engage With Your Online
Customers • Help You Identify the Long-Term
Business Opportunities Created
By Using Social Media
• Teach You How to Create Social
Media Marketing Programs That
Engage Customers
• Show You The Cost Saving
Benefits Of Using Social Media
• Share How to Create An
Engaging Social Media Strategy
for Your Retail Business
Call Today: (617) 437-9191