naked online: how naked pizza and other small businesses use social networking tools
DESCRIPTION
Examples and best practices of small businesses successfully using social networking to market their businesses and connect with customers. Presented at Parker Public Library, Parker, Colorado, May 2010.TRANSCRIPT
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1© 2010 Social Information Group
Naked Online:How Naked Pizza and other small businesses
use social networking tools
Scott Brown, Social Information Group – May 10, 2010
Parker Library, Parker, CO, USA
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2© 2010 Social Information Group
Agenda
• Overview of the business benefits and marketing applications of some of the current top tools
• Examples
• Matching your own style and brand to the right tools
• Integrating social tools into your existing marketing efforts and workflow
• Measuring success in using the tools
• Some final thoughts
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3© 2010 Social Information Group
The Social Networking jumble
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What do they have in common?
Connecting
Sharing
Visibility
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5© 2010 Social Information Group
What happens when you add compelling content?
CommunitySerendipity
Loyalty
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How are small businesses using them successfully?
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Why does this work?
Create a larger awareness of your business
Multiple layers of presence and visibility
“Virtuous circle” of visibility
Reinforce branding
“3-D brand”
What else do you do?
Personality
Drive contacts and sales
Drive potential clients to your site and offerings
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Why should you care?
• Acquire new customers
• Listen to your customers
• Raise awareness of your community efforts and connections
• Build your community network
• Raise funding
• What is your competition doing?
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Personal – “real”Transparent
Community memberResponsible
Fun!
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Business use vs. personal use
Tone
Content
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The ones we’ll focus on
Facebook: http://www.facebook.com
Twitter: http://www.twitter.com
Blogs WordPress: http://www.wordpress.com
TypePad: http://www.typepad.com
Blogger: http://www.blogger.com
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http://www.facebook.com
• What is it?
• What’s the advantage?
• Where do I find it?
Online business profile and community networking tool
Free
Descriptive
Integrate photos, video, other information
Build a public community
Community forum
Gather feedback
http://www.facebook.com
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How do I get started?
• Sign up
• Create a fan page
• Connect
• People you know
• Customers
• Advertise in your business marketing (website, flyers, advertisements, etc.)
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Blogs
• What are they?
• What’s the advantage?
Where do I find them?
Online journals – a place to share information, expertise, viewpoints, etc.
“Personal publishing”
Generally free
Great if you like to write – less formal
Share about you and your business:
Professional /Expertise
Interests
Community involvement
http://www.wordpress.com
http://www.typepad.com
http://www.blogger.com
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Blogs – How do I get started?
• Sign up
• Create a blog
• Start writing entries
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Twitter – http://www.twitter.com
• What is it?
• What’s the advantage?
Where do I find it?
“Microblogging” tool – similar to text messaging
Free
Quick setup
Find and “follow” peers, thought leaders, potential customers, locals
Communicate (both ways)
Share your own expertise and personality
Additional marketing tool (“tweet” blog posts, specials, etc. – also list your website, specialties
http://www.twitter.com
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How do I get started?
• Sign up
• Create some “tweets”
• Start following people
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Which is best for you? Facebook – http://www.facebook.com To give greater visibility to your company, specialties,
products Community connections, visibility Community is key
Blogs To share your interests Customer and professional visibility Content is key
Twitter – http://www.twitter.com To share your products, advertise specials, customer service Advertising Connection, content and speed are key
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Connecting Geography Local connections through Twitter
Example: Twellow, WeFollow
Local connections through Facebook Search for your geography Consider advertising through Facebook
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Considerations: Logical/technical
Technology and firewall issues
Privacy and confidentiality
Adoption and usage
Multiple tools
Making the time/wasting the time
Dedicating time and energy – following through
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Considerations: Organizational
• Shift in thinking about how you interactBroadcasting > conversation
Authority > moderator
One to many > many to many
• Loss of controlCan you handle that?
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They’re called “social” for a reason
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How do I integrate these with my marketing?
Choose one first – and do it well
Don’t market them until you’re ready
Integrate with what you already have
Email channels, advertising, business cards
Visibility on your site
Advertise yourself and your offerings
Make them a part of your “day”
Allow yourself the freedom to get used to them
Allow yourself the time to make them a habit
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Workflow and maintenance
Make them a part of your “day”
Establish a set day/time during the week
Build into other processes
“Before I check email, I’ll ‘tweet’”
Schedule in advance
Blog or Twitter posting
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Measuring success and evaluating
What is your goal?
What is your plan for meeting that goal?
Implementation
How is it working?
Bit.ly
Google Analytics
Evaluation: is it worth it?
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Is it worth it?
Am I having fun?
What is working?
What’s not working?
Do I want to continue?
No
Yes
For how long before I re-evaluate?
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Sustaining
Develop your own pace There are no standard “guidelines” for tweeting,
blogging, etc.
Calendar & scheduling Tweets, blogs, etc.
Evaluation Step back and consider regularly
Do I want to continue?
What about my audience?
Gracefully and professionally easing out of it
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Good rules for sharing
Be brief
Make it useful
Know your audience
Make it personal
Make it fresh
Relate it to your business and/or value
Adapted from Chris Brogan:
http://www.chrisbrogan.com
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Final thoughts
Experiment and play around with these tools
See what works for you
Start small!
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“If you’re not prepared to be wrong, you’ll never come up
with anything original.”Sir Ken Robinson
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Final thoughts
Experiment and play around with these tools
See what works for you
Start small!
Invite and involve others – reach out
People are already using these technologies and expect to be invited
Leverage what others are doing
Don’t use social tools as your ONLY tool
Complementary to what you’re already doing
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Which is best for you? Which tool would you choose?
What would you share using that tool?
How often – realistically – would you update it?
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What’s my plan?
© Sean Prior - Fotolia.com
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Have fun!
Collection of National Media Museum - photographer unknown
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Scott Brown and Social Information Group
Enhance your online visibility and marketing using the best social networking tools
Tailored to your specific needs – from beginner to expert
Free initial consultation
Contact me: [email protected] Skype: scbrown5 http://www.socialinformationgroup.com
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Tools and Metrics You Need to Measure and Monitor Social Media Success (Social
Media Today):
http://www.socialmediatoday.com/SMC/62067
How to Create a Screencast Like a Pro with These 6 Online Tools (MakeUseOf.com):
http://www.makeuseof.com/tag/how-to-create-a-screencast-pro-6-free-online-tools/
10 Apps to Schedule Future Tweets on Twitter (Social Times): http://www.socialtimes.com/2010/02/10-apps-to-schedule-future-tweets-on-twitter/?red=rb
10 Ways for Small Businesses to use LinkedIn (The LinkedIn Blog): http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/
Measuring Social Media ROI: Does Size Matter? (Mark Hayward): http://mark-hayward.com/2009/03/03/measuring-social-media-return-on-investment/
How to Increase Revenue with Twitter Integration (Social Media Today): http://www.socialmediatoday.com/smc/120135
Facebook’s Eroding Privacy Policy: A Timeline (Electronic Frontier Foundation)http://www.eff.org/deeplinks/2010/04/facebook-timeline
References and resources
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Boulder Bakedhttp://www.boulderbaked.com
Naked Pizzahttp://www.nakedpizza.biz
Optima Women’s Healthhttp://www.southofdenver.com/
Real Estate South of Denverhttp://www.southofdenver.com/
Twellow (to find businesses and locations)http://www.twellow.com
WeFollowhttp://www.wefollow.com
Examples