Developing a web presence 2012

Developing
a
web
presence

Susan
Mernit

Oakland
Local

February
16,
2012

We’re
NOT
going
to
ask
why
you
need

a
web
presence,
right?

Susan
Mernit
susan@oaklandlocal.com

2/15/12
2

oaklandlocal.com/trainings

Two
types
of
presence
to
be
aware
of

•  Passive
•  AcSve

–  Search
query
results
–  Web
site

–  Digital
“footprint”
(how
–  Google
places
page

do
I
show
up
in
search
–  Social
media

accounts

results?)
•  Facebook

–  RecommendaSons
&
•  TwiYer

referrals
•  Linked
In

•  Yelp
•  Tumblr

•  Judy’s
List
•  Youtube

–  Groups
&
memberships
•  Linked
In

•  Google
+
(for
business)

Susan
Mernit

2/15/12
3


You
need
to
work
on
both

•  Passive:
This
is
how
you
•  Ac7ve:
You’re
shaping

show
up
and
what
the
message
through

others
think
of
you
–  What
you
say

•  No
connecSons,
just
–  Who
you
know

passive
data
–  What
they
say
about
you

•  No
conversaSons,
just
–  What
your
role
as
an

expert/curator/
resource

data

is

A
big
part
of
business
today
is
shared
values:
Which
of
these

approaches
demonstrates
that
more?
(Trick
ques7on)

Susan
Mernit

2/15/12
4


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)

Susan
Mernit

2/15/12
5


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

Susan
Mernit

2/15/12
6


SOLUTIONS
FOR
POOR
PRESENCE:

CREATING
VISIBILITY

Susan
Mernit

2/15/12
7


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)

Susan
Mernit

2/15/12
8


Google
Places:
Must
do!

hYp://www.google.com/places/

FREE!

Adds
you
to
search
engine
result

And
maps
in
very
visible
ways

Susan
Mernit

2/15/12
9


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

Susan
Mernit

2/15/12
10


Example:
One
page
web
site
for
consultant/ When
would
you
use
this

ar7st
Kwan
Booth
@
boothism.com
Instead
of
a
full
web
site?

Built
using
hYp://ﬂavors.me,
can
also
use
Costs:
free
to
under
$150

weebly.com

Susan
Mernit

2/15/12
11


Simple
page
is
free
but
you

Example:
Facebook
page
for
business

need
to
add
links
&

hSps://www.facebook.com/gardenhor7caplace
content;
programmer
will

cost
more.

Susan
Mernit

2/15/12
12


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?

Susan
Mernit

2/15/12
13


Create
a
company
page:

hYp://www.linkedin.com/company/793244

Shows
staﬀers,
idenSty

Susan
Mernit

2/15/12
14


TUMBLR:
FASTEST
GROWING
MICRO-‐ Clip
and
post
links
as
cwell
as

write;
free
plahorm,
heap

BLOGGING
PLATFORM
themes

Example:
Kate
Spade
(retailer,
fashion)

hYp://katespadeny.tumblr.com/

Susan
Mernit

2/15/12
15


Are
you
a
good

ﬁt
for
video?

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

Susan
Mernit

2/15/12
16


TwiSer
account:

Free,
easy

to
set
up

Great
to

a)  Broadcast
informa7on

b)  Build
community

If
you
add
links,
where
will

they
point
to?
Susan
Mernit

2/15/12
17


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

Susan
Mernit

2/15/12
18


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

Susan
Mernit

2/15/12
19


SO
YOU’RE
GONNA
DO
ALL
OF

THESE,
RIGHT?

(NOT).

Susan
Mernit

2/15/12
20


So
how
do
you
decide
what
to
do?

•  Outcomes
to
achieve
•  Time/Skill/Budget/Risk

•  Build
visibility
•  What
can
you
spend?

•  Manage
reputaSon
–  At
start

•  Build
community
–  Ongoing

•  Emphasize
shared

values

•  How
much
Sme
can
you

invest?

•  Market
services/deals

–  At
start

–  Ongoing

Make
sure
you
know
how
to
measure
results—

if
not
and
it’s
work,
don’t
do
it
YET

Susan
Mernit

2/15/12
21


Where
to
get
help

•  Real
world:
•  Get
smarter
on
the
web

–  Find
a
resource
to
help
–  Mashable.com
arScles

•  House
of
Local
• Facebook
Business
Account

•  Tech
Liminal
FAQ:

•  Tech
Scouts
hYp://www.facebook.com/
•  Others….
help/?page=721

• TwiYer
account
creaSon:

hYp://twiYer.com/account/
• Don’t
forget
about
follow-‐up
classes
from
create

Oakland
Local
Academy—and
the
social
• G

media
support
our
consul7ng
group
can

provide
you
with
along
with
adver7sing

services.

And
remember
the
ACBSDC,
they’re
great.

Susan
Mernit

2/15/12
22


Oakland Local loves to share community
Strategies; we’re all about empowering
local business & community

Keep in touch

Twitter:
@Susanmernit, @oaklandlocal
Email: susan@oaklandlocal.com

Site: oaklandlocal.com
Training: oaklandlocal.com/trainings
Follow us on Facebook facebook.com/oaklocal

Developing a web presence 2012

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