In Like Flynn
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Flynn Enterprises Connecting Small Businesses to Clients and Customers Since 2009 Mike Healy, Principal
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Transcript of In Like Flynn
Flynn Enterprises
Connecting Small Businesses to Clients and Customers Since 2009
Mike Healy,Principal
3 Primary Ways for Small Businesses to Generate Customers/Clients
Foot trafficLocation, location, location
Word of Mouth/ReferencesCustomers talking to each other
about your business
AdvertisingPay $$$ to put information about
your business in front of customers’ eyeballs
Flynn Enterprises
Achieving Maximum Impact
Location
Advertising
Word of Mouth
Factors you can influence each day
Achieving Maximum Impact
Location
Advertising
Word of Mouth
Small-Business Advertising: Common Tactics
Television AdvertisementsPro: Extremely wide audience, visually dynamicCon: Prohibitively expensive, costly & difficult to produce
Radio AdvertisementsPro: Wide audienceCon: Prohibitively expensive, listeners increasingly turning
to .mp3s, satellite radio, or simply changing the channel
Newspaper AdvertisementsPro: Wide audience, consistently present on pageCon: Expensive, limited space, static – no way to ensure your
specific ad is seen.
Achieving Maximum Impact
Location
Advertising
Word of Mouth
Small-Business Advertising: Common Tactics
Word of MouthPro: Strongest form of business promotion; most likely to
draw in new and repeat business, FREE
Con: Difficult/impossible for businesses to manage, control and control
Achieving Maximum Impact
Location
Advertising
Word of Mouth
Small-Business Advertising: Overlooked & Underutilized
Avenues and Tools
Social/Online Media
- Facebook- Twitter- Blogs- Customer Review Sites (Yelp!, Urbanspoon,
etc.)- Groupon- Etc.
Social/Online MEdia
Blogs
Review Sites
Groupon, et al
Additional Resources
FLYNN ENTERPRISES
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
FacebookKey Facts and Figures (Source)
Facebook has more than 400 million users worldwide 120 Million U.S. Users
800,000 Chicagoans are active on Facebook- 1 in 4 Chicagoans!
55.7% Female, 42.2% Male Breakdown by Age Group
i) 18-24 = 40.8% Ii) 24-34 = 26.7% Iii) 35-54 = 16.6%
66.3% of Facebook users are 21+
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
The average American spends 55 minutes/day on Facebook
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
Facebook: Applications for
Small Businesses
FLYNN ENTERPRISES
Share Basic Information
FLYNN ENTERPRISES
Give customers an idea of your place’s personality – post photos
FLYNN ENTERPRISES
stay at the forefront of customers’ minds – specials, deals, etc.
FLYNN ENTERPRISES
stay at the forefront of customers’ minds – Events + Groups
FLYNN ENTERPRISES
Close the deal – Allow customers to purchase through Facebook
FLYNN ENTERPRISES
Interact with customers and fans directly
Social/Online Media
FacebookWhere FE can help If you aren’t on Facebook, get on it! Regular reports detailing new account highlights,
breakdown, trends, etc. Daily content generation and managementExample:The Fainting GoatDecember 15, 2009 (work begins) – 172 FansApril 30, 2010 (4 months) -298 Fans
+72.3% organic increase in fans+1,200% organic increase in pageviews+423% organic increase in interactions with fans
Blogs
Review Sites
Groupon, et al
Additional Resources
Social/Online Media
+72.3% organic increase in fans
Blogs
Review Sites
Groupon, et al
Additional Resources
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TFG Facebook: Total Fans - No-vember 2009 - April 2010
Social/Online Media
+1,200% organic increase in page views
Blogs
Review Sites
Groupon, et al
Additional Resources
11/1
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TFG Facebook: Page Views - No-vember 2009 - April 2010
AVG Prior to 12/15/09: 8 Page Views/Day
AVG 12/15/09 - 4/30/10
96 Pageviews/Day
1,200% In-crease
AVG Prior to 12/15/09: 8 Page Views/Day
Social/Online Media
+423% organic increase in fan interactions
Blogs
Review Sites
Groupon, et al
Additional Resources
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Total In-teractions
Total Posts
TFG Facebook: Total Posts vs. Total Fan Interactions
Social/Online Media
Facebook: AdvertisingMicro-targeted Ads
Target people by age, sex, geographic location
Target by stated interests and group memberships
Pay only for actual clicks on your ad
Set a daily budget – spend as much or as little as you want each day
Blogs
Review Sites
Groupon, et al
Additional Resources
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
FLYNN ENTERPRISES
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
TwitterKey Facts and Figures
12th most popular website in the world 50 million Tweets per day and growing
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
TwitterKey Facts and Figures
Demographics (Source) 19% of online adults ages 18-24 have used Twitter or
something like it 20% of online adults age 25-34 have used Twitter or
something like it 10% of online adults age 35-44 have used Twitter or
something like it
53% Female, 47% Male
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
TwitterKey Facts and Figures
Income Level of Users (Source) $0-$30K Household Income = 21% $30-$60K Household Income = 28% $60-$100K Household Income= 24% $100K+ Household Income = 27%
Miscellaneous 35% of Twitter users live in urban
areas 76% of Twitter users use the internet
wirelessly (e.g., phones, mobile, etc.)
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
Twitter: Applications for
Small Businesses
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
Twitter: Applications for
Small Businesses
Get your businesses’ name involved in relevant conversations
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
Interact with the public, Capitalize on Current Events
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
Interact with the public, Capitalize on Current Events
Twitter: The Perfect Vehicle for Word-of-Mouth Recommendations
Social/Online Media
TwitterWhere FE can help If you aren’t on Twitter, get on it! Regular reports detailing new account highlights,
breakdown, trends, etc. Daily content generation and managementExample:@FaintingGoatPub
December 15, 2009 (work begins) – 16 followersApril 15, 2010 (4 months) - 270 followers+1,687% increase in followersIncreased direct messages by more than +600%Multiple daily @replies and retweetsPromotion with @DenverHappyHour for 3,000th follower
Blogs
Review Sites
Groupon, et al
Additional Resources
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
Online Review Sites
(Yelp! Urbanspoon, et al.)
Social/Online Media
Review SitesKey Facts and Figures – Yelp.com
More than31 million people access Yelp! each month
(^ "yelp.com (rank 88) - Web Site Audience Profiles from Quantcast". Quantcast. 2008-07. Retrieved 2008-08-19.)
Breakdown: All Yelp! Reviews:
A business that is active and responsive on Yelp is statistically more likely to gather positive reviews
Blogs
Review Sites
Groupon, et al
Additional Resources
Social/Online Media
Review SitesWhere FE can help
If you aren’t listed, get listed!
Monthly reports detailing new review highlights, breakdown, trends, etc.
Daily updates/alerts of new reviews and changes to rating site systems
“Yelp Makes Big Changes in Effort to End Extortion Claims” – Mashable.com April 6, 2010
Provide strategic recommendations on wisdom of advertising on review sites, becoming official sponsors, etc.
Blogs
Review Sites
Groupon, et al
Additional Resources
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
Blogs
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
BlogsTwo Primary Uses:
As a marketing venue
As an identifier/value-add for customers and clients
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
Blogs as Marketing Venues
Self-selected audience Readers and commenters on blogs have volunteered
important information about themselves and where they spend their time online
- i.e., People reading a White Sox blog More likely to live in Chicago
• South Siders (Much) more likely to respond to sports themed
specials More likely to appreciate niche marketing
- i.e., People reading a political blog More likely to serve as campaign volunteers More likely to respond to fundraising requests More likely to write a letter to the editor
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
www.SouthSideSox.com
Social/Online Media
Blogs
Review Sites
Groupon, et al
Additional Resources
Blogs as Value Added
Become a source of trusted and important information for your customers/clients
- i.e., Sports Bar Write weekly blog posts/Facebook notes outlining what
sporting events are happening each night of the week, along with what corresponding special the bar is running
- i.e., Vintage Clothing Store Weekly blog posts/Facebook notes about interesting items
that were brought in in the past week, along with some context and history concerning what would make this item an interesting purchase
Social/Online Media
BlogsWhere FE can help Which blogs attract your target customers/clients?
Could your business benefit from a blog? Could your customers?
Blog concept + design work
Content generation and management Conceptualize, write and update blog posts
Reporting and analysis of the blog landscape, constant updates on what can be advantageous to your business, and how
Blogs
Review Sites
Groupon, et al
Additional Resources
Social/Online Media
Groupon
Blogs
Review Sites
Groupon, et al
Additional Resources
•Businesses offer massive discounts on services, which are then advertised on Groupon.
•Consumers buy the discount. If a certain minimum threshold of Groupons are not bought, the deal does not go into effect, ensuring the deal will only be executed if it will be profitable for the business.
Where FE can help:
• Facilitate Groupon conceptualization and design
•Manage purchase and set up process with Groupon
•Promote Groupon through Facebook, Twitter, et al.
Social/Online Media
FourSquare
Blogs
Review Sites
Groupon, et al
Additional Resources
•Mobile service that allows users to “check-in”, electronically proving they have visited a business or establishment
•Many businesses design FourSquare specials to incent patrons to return.• E.g., “Every 10th check-
in earns a free medium coffee.”
Where FE can help:
• Ensure accurate and professional listing on FourSquare
• Conceptualize/Design FourSquare promotions
• Promote through FourSquare, Facebook, Twitter, et al.
Social/Online Media
Other Services
Blogs
Review Sites
Groupon, et al
Additional Resources
• Web design
• E-mail newsletters• Design• Write/distribute
•SMS/Text alerts
• “Traditional” media ad design , consultation and purchasing
• Logo development and other design
• Copywriting
• Strategic consultation
