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 [email protected]

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)



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

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)



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



SOLUTIONS FOR POOR PRESENCE: CREATING VISIBILITY



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)



Google Places: Must do! hYp://www.google.com/places/

FREE! Adds you to search engine result And maps in very visible ways



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



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



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.



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?



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



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



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?



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

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



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



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



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



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 [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.

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

Date post:	18-May-2015
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Developing a web presence 2012

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