build your online presence

Build Your Online Presence

Jenny NixonExtension Educator

Online Presence Strategy

Part of the Blue Print • Owned Media– that which you control• Paid Media – what you purchase• Earned Media – result of owned, paid

and engaging

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

Builds Foundation• You Control• You Own and Brand Channels• Contributes to portfolio• Lays foundation for ‘earned’ value

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

Paid Media• Represents what we purchase

– Display ads, paid search, sponsorships• Can complement, reinforce and

polish

Earned Media• Result of owned, paid, and

participatory programs– Blog posts– Tweets– Status updates– Comments

A Brand is:• what you stand for and your reputation• your company’s face in the marketplace• your promise• what consumers know and believe and

think and feel about your business, its products, services, and the experiences you provide

• the emotional impact your company makes on your customers or potential customers

Building Your BrandStart with an understanding of your business, ask what you want the world to know about it, then polish your vision and make it crystal clear:• Who are you?

– List your company values.– Do people know about your business values?– Have you created a relationship you can foster?– Have you made a connection or bond with your

customer?

Building Your Brand• What are your strengths?

– What value or benefit does your product or service bring to the customer?

– Do you have specialty products or services that put you ahead of the market?

– What makes your product unique?– How does your price point fit the market –

service and quality only go so far?– Can you show through pictures or description

the emotional factor of why you are better?

Build Your Brand

• Learn your current on-line reputation         Even if you think you don't have one................

Build Your Brand

•  Claim and manage your "Google" presence

• Test your brand in the biggest search engines

• Manage your brand• Give correct info• Work to delete bad info• Link to more info• Join in the conversation

Local search/maps • Yahoo! maps• Bing maps• Mapquest• Google maps

Internet Search

Build Your Brand• Manage your placed web presence 

• Engage customers in conversation • Allow customers to communicate with each

other• Give customers a call to action

Unify Your Brand

• Unify your brand sites with common username 

• http://facebook.com/unexted

• http://flickr.com/photos/unexted

• http://youtube.com/unexted

• http://twitter.com/unexted

• http://pinterest.com/unexted

Unify Your Brand• Link your web presences 

http://yourbusinessname.com/ 

• Consider all your media• Social networks• Traditional web  • Traditional print

• Allow people to join the conversation where and how they wish 

Build Your Brand

Use Keywords

• Keywords are words / phrases people use to search

• Base for getting found•  Use in sites

 URL or Domain NamePage TitlePicture Alt TagsMarketing

Page DescriptionLinksContent Headings Body

Things to Do

1.Comment on other’s posts2.Ask questions in your posts3.Post links and threads4.Post relevant events

Promoting on Social Networks DO1. Make it compelling/benefit-based2. Talk about new or unusual features3. Include discounts or savings

DON’T1. Don’t continually sell2. Don’t fall short of the expectation that you’ve set

http://inc.com

ANALYZE This!

• Apply analytics to your sites

• Many social networking sites have their own metrics --- Facebook offers• Polling application• Direct target marketing

• Google Analytics can be applied to many sites• Websites• Facebook• Twitter

HOW DO WE DO IT ALL?

Marketing Strategy• Need a Social Networking/Media Strategy

o 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?

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'!

Additional e-LearningGrowing Nebraska Businesses

Community Vitality Web Page

HuskerPreneur Bloghttps://huskerpreneur.com/

This presentation may be found @Huskerpreneur.com > Presentations

Jenny Nixonjnixon@unl.edu

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.