building your online presence
TRANSCRIPT
Build Your Online Presence
This program is brought to you by the “Building Community Capacity (BCCB) through Broadband” Project.
Connie Hancock, University of Nebraska
Lincoln Extension Educator
Online Presence Strategy
How many of you have…….
The Rule of 250
The Average person knows at least 250
Those 250 know 250
You have access to
62,500 people
US Social Networks Users 2009-2013
US Facebook Users 2009-2013millions and % change
Tools US online Retailers Plan to Use
Most Important Aspect of Marketing Plan in 2011
A Small Slice Of Pie Getting Bigger!
http://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf
1’st Quart, 2000 = 0.8%4’th Quart, 2010 = 4.3% +438% or ~44% per year
E-commerce as Percent of Total Value: 2003 - 2008
http://www.census.gov/econ/estats/2008/2008reportfinal.pdf
Search Restaurants near Madison Wisconsin
Place Page
• Need Google account – free
• Claim your bubble
• Verify your location
• Edit Place page
• Dashboard Information
Google Places
http://www.google.com/places/
Check all maps
• Yahoo! maps• Bing maps• Mapquest• Google maps
For help in claiming “bubbles” – go to http://huskerpreneur.com and click on Resources/Workshop Materials/Online Maps
YOUR WEBSITE
Part of the Blue Print
• Owned Media – what you control• Earned Media – reviews• Paid Media – what you purchase
http://mashable.com/2010/02/11/social-objects/
Owned/Claimed Media
• Web site• Mobile Site• Blog• Twitter account• Facebook page• Flickr• Youtube channel• Map locations
Website - Builds Foundation
• You Control• You Own Channels• Contributes to portfolio• Lays foundation for ‘earned’ value
Website - 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
The Big Four
• More than 500 million active users
• 50% active users log on every day
• Average user has 130 friends
• People spend over 700 billion minutes a month
• 101 million members worldwide
• In over 200 Countries
• Used by 69 of Fortune 100 companies
• 52% located outside of U.S.
• 1 billion tweets posted per week
• 50 million – average # of tweets sent per day - 2010
• 140 million – average # of tweets sent per day - April 2011
http://blog.kissmetrics.com/twitter-statistics/
YouTube
• Exceeds 2 billion views a day
• 24 hours of video uploaded every minute
• Average person spends 15 minutes a day on YouTube
• More video is uploaded in 60 days than all 3 major US networks created in 60 years
• 70% of traffic comes from outside of U.S.
Earned Media
• Result of owned, paid, and participatory programso Blog postso Tweetso Status updateso Comments
Manage Your Reputation• 84 percent of Americans say online reviews
influence their purchasing decisions• Check out your ‘reputation’ at…
Yelp Citysearch Yahoo! Local Google Maps Angie’s List TripAdvisor Epinions Twitter
Keyword SearchSearch for someone’s business
What did you find?
• What keywords are you using?
• What results did you receive?
• Who was first?
• Let’s take a look!
Paid Media
• Represents what we purchaseo Display ads, paid search, sponsorships
• Can complement, reinforce and polish
Five Tips for Online Presence
Know Why You are Online
Have a Complete Picture
Be Active Provide Value
Be Credible
Know Why You Are Online
• Top Three Reasons
• Set a Goal for Each
Have a Complete Picture
• Check out competition
• Spend time each month updating profile
• Personalize
Be Active
• Commit
• Set a Schedule to Update Page• 10 min/day• 1 hour/week• 3 hour/month
Provide Value
• Weekly Blog
• Specials
• Expertise
Be Credible
• Profile
• Current Information
• NO spelling errors
• Join Relevant Groups
HOW DO WE DO IT ALL?
Google Alerts
http://www.google.com/alerts
Twitter Search
http://search.twitter.com/
One Piece – Many DeliverablesWrite 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'!
STUFF TO WATCH
QR Codes
• QR Codes are barcodes for smartphones
• Direct phone user to a URL, text, phone number, SMS
• Generated by QR Code generator
• Small picture file that can be copied and pasted
• Use QR Codes to track clicks, offers, direct to page• http://goo.gl/
• http://qrcode.kaywa.com/
• http://bit.ly/
CREDIT CARD READERS
MOBILE
YOUR WEBSITE
Marketing Strategy
• Need a Social Networking/Media Strategyo Research customero 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?
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?
Three E’s of Social Media
• Educate• Engage• Entertain
Ten Golden Rules to Internet Marketing
Resources
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.
This program was brought to you by the “Building Community Capacity (BCCB) through Broadband”
Project.
Archived Program:http://broadband.uwex.edu/resources/training-materials/
For more information:Andy Lewis, Community and Economic Development Manager,
Office of Broadband Sustainability, University of Wisconsin Extension, [email protected], 608-890-4254