developing a web presence 2012

Susan  Mernit  Oakland  Local  

February  16,  2012  

Developing  a  web  presence  

We’re  NOT  going  to  ask  why  you  need  a  web  presence,  right?  

2/15/12   2  Susan  Mernit  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

SOLUTIONS  FOR  POOR  PRESENCE:  CREATING  VISIBILITY  

2/15/12   7  Susan  Mernit  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

Create  a  company  page:  hYp://www.linkedin.com/company/793244  Shows  staffers,  idenSty  

2/15/12   14  Susan  Mernit  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

SO  YOU’RE  GONNA  DO  ALL  OF  THESE,  RIGHT?      (NOT).  

2/15/12   20  Susan  Mernit  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

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  susan@oaklandlocal.com    

oaklandlocal.com/trainings  

Make  sure  you  know  how  to  measure  results—  if  not  and  it’s  work,  don’t  do  it  YET  

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  susan@oaklandlocal.com    

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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