Developing a web presence 2012
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Susan Mernit Oakland Local
February 16, 2012
Developing a web presence
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We’re NOT going to ask why you need a web presence, right?
2/15/12 2 Susan Mernit [email protected]
oaklandlocal.com/trainings
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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
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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
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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
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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
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SOLUTIONS FOR POOR PRESENCE: CREATING VISIBILITY
2/15/12 7 Susan Mernit [email protected]
oaklandlocal.com/trainings
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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
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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
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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
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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
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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
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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
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Create a company page: hYp://www.linkedin.com/company/793244 Shows staffers, idenSty
2/15/12 14 Susan Mernit [email protected]
oaklandlocal.com/trainings
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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
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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
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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
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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
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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
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SO YOU’RE GONNA DO ALL OF THESE, RIGHT? (NOT).
2/15/12 20 Susan Mernit [email protected]
oaklandlocal.com/trainings
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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
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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.
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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