Beyond Facebook Superzoo 2012

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Beyond Facebook

-Building Your Online Presence in 2012

September 11, 2012

For A Copy Of Today’s Presentation

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• Beyond Facebook

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A Static Website And A Rarely Used Facebook

Page Won’t Help Your Business Grow in 2012

Traditional Marketing Methods Are No Longer

Enough To Capture Your Customers Attention

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Hugging Your Customer Has Changed

Dramatically in 2012

Maximizing Your Online Presence Is The Key To Success; It Requires An Integrated Strategy

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Businesses Today Must Create A Strong Online

Presence And Become A Customer Destination

How You Create Online Engagement Is A

Critical Factor To Your Brands’ Success

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Engaging Customers With Your Brand Is A

Progression Thru A New Social Strategy

Altimeter Group

Customers Follow What

Others Are Saying:

� Visit Social Networking Sites,

Read Blogs, Watch Videos, Or

Listen To Podcasts

Consumers Are Seeking

Social-Created Content To

Help With Making

Decisions, Learn From

Peers, Or Entertainment

Watching Is The First Stage of Engagement

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• Listen and Learn

• Understand The Content That

They Are Currently Consuming

(Pictures, Videos, Blogs, etc.)

• Offer Customers What THEY

Want

• Know What Your Customers

Want To Read, Watch, Or Hear

• Deliver On A Consistent Basis

• Create Content That Engages

Watching Based Upon Existing

Habits

Tactics To Engage WatchingWith Your

Customers

• Users Update Status On

Social Sites Or Twitter,

Upload Photos, Videos,

Articles, Etc.

• Users Share The

Information With Peers;

Two Goals:

• Support Others, And

Demonstrate Knowledge

Sharing Will Continue To Build Customer

Engagement

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• Simplify By Introducing

Sharing Tools

• sharethis.com or addthis.com

• Offer Recognition And

Rewards For Participation

And Sharing

• Allow Facebook, Linkedin

And Twitter Connect

Features; Remind Your

Customers Regularly

About These Features

How Can You Encourage Your Customers To

Share?

• Customers Regularly Respond To

Others’ Content

• Comment On Blogs Or News

Stories, Add Review Or Rate

Products

• Commenters Support Brands In

Public – Come To Aid of Brands If

Other Participants Speak Harshly

• Commenters Actively Participate,

Support, Or Contribute

Ideas/Opinions

Commenting Means Devoted Customers Now

Want To Commit Their Time To Engaging With

Your Brand

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• Allow Every Webpage To

Have Commenting

Features

• Develop A Community

Policy That Encourages

and Supports

Commenting

• Foster An Open And

Friendly Environment

(And Discourage

Spammers)

Creating CommentWorthy Behavior Is Critical

� Consumers Create And

Publish Their Own

Content on Company

Websites, Blogs, Videos

Or Podcasts

� They Want To Express

Their Identity, Deliver

Own Content, Be Heard

Or Be Recognized

� Their Voice Matters On

Behalf Of Your Brand

Producing Showcases Further Growth Of

Customer Commitment To Your Brand

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• Become A Platform For The

Voice Of Your Customers

• Share Produced Messages

Among All Your Marketing

Platforms

• Provide Public Recognition

For Most Helpful

Community Members

• Review All Guidelines, Rules And

Requirements As Mandated By FTC

Encourage Producing By Supporting Your

Customers Voices

� Curators Moderate Or Are

Heavily Involved In Online

Communities Including

Wikipedia, Fan Pages And

Discussion Boards

� Curators Are Invested In The

Success Of A Product Or Brand

And Want To Be Recognized

� Curators Are Protective Of Brand

Value (Think Of Themselves As

Surrogate Owners Of Business)

Curating Content For Your Most Engaged

Users Keeps Them Coming Back

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• Cultivate Curator Content

On A Regular Basis

• Share Curated Content With

The Rest Of Your Community

• Give “Credit” To Curator For

Producing The Content

• Rely On Curators As

Trusted Advisors, Consider

Them Non-Paid Partners

Cultivate Curating By Offering Value Added

Content Based On Your Target Customers

How Can You Use The 5 Steps With Your

Marketing Tools To Increase Engagement With

Your Customers?

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Engaging Customers With An Effective

Facebook Fan Page

Engaging Customers With An Effective

Facebook Fan Page

Watch: • Create A Fan Page With Numerous Activities For Your Customers To Follow

• Create New Content EVERY DAY To Insure They Return On A Regular Basis

Share: • Create Opportunities For Followers To Share Information, Links, Photos to Others

Comment: • Enable All Comment Filters

• Encourage Fans To Regularly Engage By Commenting

Produce: • Publish Blogs, Videos, etc. And Link To Facebook Page

• Ask Customers To Produce For You

Curate:• Give Public Credit To Highly Engaged Users and Content Curators

• Showcase Curated Content

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Creating Customer Loyalty With Your

Company Blog

Creating Customer Loyalty With Your

Company Blog

Watch: • Share News Relevant And Timely Articles About The SKI/Snow Industry

• Review Books, Websites, Blogs

Share: • Post Other Bloggers’ Posts

• Post Useful Blog Resources

• Report Live From Trade Shows And Industry Events

Comment: • Enable All Blog Comment Filters

• Encourage Commenting Often0

Produce: • Invite Industry Experts To Guest

Write Posts For Your Blog

Curate:• Recognize Subject Matter

Experts Within User Community

• Ask Them To Create Blog

Content

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Wowing And Winning Customers With Your

Company Website

Wowing And Winning Customers With Your

Company Website

Watch: • Update SM Content On Your Website Regularly

• Include Produced And Curated Content On Your Website

Share: • Highlight Links To Your Social Media Sites On Your Website

• Share SM Content Via Your Website

• Drive SM Traffic To Relevant Web Pages

Comment: • Enable All Web Comment

Features 0

Produce: • Update Website With Newly

Produced Customer Content

• Publish Articles and/or EBooks

Curate:• Link Curated Content On

Website

• Recognize Subject Matter

Experts Within User

Community

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Linked In Has Powerful Networking

Opportunities

Comment: • Reply To Questions And On

Discussions In Targeted Business

Groups 0

Produce: • Start Your Own Linked In Group To

Share Expertise And Build

Community

Curate:• Regularly Curate Content To Your

Personal Page And Your Groups

• Recognize Curators For Their Efforts

Watch: • Read Weekly Linked In Updates For Changes In Community-

• Link Appropriate Social Media Content Via Groups

Share: • Share Content From Industry Media To Establish Expert Status Within Community

Linked In Has Powerful Networking

Opportunities

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Encourage Email Customers To Transition To

Social Media Via Attachments And Links

Encourage Email Customers To Transition To

Social Media Via Attachments And Links

Watch: • Link Email Content to Social Media Sites

• Regularly Remind Email Customers About Social Media Activities

Share: • Create Opportunities For Followers To Share Information, Links, Photos to Others

• Offer Rewards For Doing So

Comment: • Ask For/Encourage Comments on Email Content

• Drive To Social Media For Reply

Produce: • Demo Videos And Publish Via Email, Blogs And Social Media- Offer Sharing Tools On Posts

Curate:• Ask For Readers To Create Content – Run Contests

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Creative Business Consulting Group www.cbc-group.net

1. Use The Online Marketing Programs We

Discussed – Share Content EVERY DAY

Including Your Company Blog, Facebook, Linked

In, Twitter, Email Marketing

2. Get Listed In Google Places

Google Searches Prioritizes Local Results. Enter

Your Businesses Details In Google Places And

Index Your Business And Provide These Details In

Searches Improving Your Ranking And Providing

Increased Traffic To Your Website

3. Start Following ‘Twitter’ Trend

In Recent Time, Businesses Have Taken To Twitter

As A Means Of Driving Traffic To Websites And

Blogs.

Add Links To Photos, Websites, Products, Offers

Etc. To Drive Traffic From Your Twitter Site

Ten Ways To Maximize Your Online Presence –Starting Today


4. Maximize Your Reviews And Make

Them Visible

Peer Reviews And Referrals From Friends

Has A Much Greater Effect On The

Purchasing Decision Than Anything Else

Obtain Testimonials, Case Studies And Third

Party Reviews Which Will Help Customers

With Their Buying Decisions. Use

Organizations Like TripAdvisor And Yelp

5. Work On Improving Customers Trust

Include Details Of Corporate Or Personal

Membership Of Trade Bodies Or Institutes As

Well As Copies Of Certificates Of

Achievements And Awards On Your Website.

This Will Help Improve Trust Between The

Company And Is Potential Customers.

Top 10 Ways To Maximize Your Online Presence

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6. Get Your Articles Published In

Article Directories

Develop Company Position As A Thought

Leader And To Expose Your Brand To A

Wider Audience Via Article Writing

Articles Will Be Picked Up By Other Sites

Or Bloggers And Published With By-line

And Website Details. Google Indexes

Articles Which Helps With SEO And

Increased Traffic To Your Site

7. Have An Email Signature

Email Signatures Are A Great Way To

Promote Your Website, Blog Or Other On

Line Presence. The Inclusion Of Hyperlinks

To Your Website Makes It Easy For

Potential Viewers To Connect.



8. Fill Out Title Tags

Title Tags Are Embedded In The Coding

For Each Page Of Your Site. Typically,

People Don’t Search By Company Name.

Using Keywords And Phrases In The Title

Tags Will Help In Search Engine Rankings

9. Enter Your Meta Tag Description

This Is The Part Of The Search Engine

Listing That Appears Below The Main Title

Use This Space To Describe The Main

Benefits That You Offer Customers For

Your Business

Google Will Default To The First Line Of A

Company Website If A Meta Tag

Description Is Not Found


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10.Benefit From Google Tools

Google Offer A Number Of FREE Tools To Help

You Maximize Your Web Presence. Use Them.

Google Analytics. Google Analytics Reports

Help You To Understand How People Interact

With Your Website, Where The Enter And Exit

The Site, How Long They Stay, What Keywords

Or Search Terms They Use, Etc. Use This

Information To Improve Performance And Content

Of Your Site

Google Alerts Get Notified To Keep You Abreast

Of What Is Happening In Your Industry, Any

Breaking News And Information On Competition

Google Maps Embedding Maps Into Your

Website Will Help Customers Find Your Physical

Presence; Ensures Better Rankings For Your Site.



CBCG Can Help You Engage With Your Online

Customers • Help You Identify the Long-Term

Business Opportunities Created

By Using Social Media

• Teach You How to Create Social

Media Marketing Programs That

Engage Customers

• Show You The Cost Saving

Benefits Of Using Social Media

• Share How to Create An

Engaging Social Media Strategy

for Your Retail Business

Call Today: (617) 437-9191

Beyond Facebook Superzoo 2012

Business

Transcript of Beyond Facebook Superzoo 2012