Kenton Larsen's presentation at the Women's Enterprise Centre, May 24, 2012.

1. Use Online Content, Conversation,
and Persuasion to Build Your Business
Presented by Kenton Larsen

2. Do I need to be online?
• YES – whether you want to or not.
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3. The objective
• To strike up a new conversation using consistently
branded and maintained online platforms as a
launching pad.
• To take part and set the agenda for a new
conversation: by being genuine, real, and open
with people.
If you think strategically and understand
certain principles, you can master the medium.
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4. Know the new media basics
• Control the online experience by making it
consistent across platforms.
• You need a blog or website as a landing pad.
• Really listen to what people are saying, and
respond accordingly.
• Conduct research.
• Be transparent.
• Look for sites that write about you.
• Email your social-media links to your clients.
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5. Consider a publicity/communication
plan to go with it
New media becomes more powerful with a publicity
plan, online promotions, advertising, and contests to
get people interacting with you:
– Simultaneous media targeting with a quality product
or idea.
– Media supports.
– Public appearances/special events.
– Ongoing media relations.
– A tone.
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6. Conversation and buzz is the new
marketing model
Old Marketing New Marketing
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7. Everything that you write
online is “persuasion”
The four principles of persuasion
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8. #1 – Identification principle
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9. #2 – Action principle
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10. #3 – Familiarity and trust principle
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11. #4 – Clarity principle
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12. Ten tips
1. Listen/search.
2. Build a blog/website/social media.
3. Find your clients – be where they are.
4. Build relationships.
5. Be human.
6. Be personal and professional.
7. Build trust.
8. Make an impact.
9. Make $$$!
10. Be part of the community with whom you do business.
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13. Let’s talk about you
• What are some of the online challenges at your
business?
• What do you think would be most useful for your
business?
• Any social media/apps you’d like to know more
about?
• Any questions about anything?
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