Lessons for retailers and small businesses on how to increase your brand exposure by building an online presence.

1. Beyond Facebook
-Building Your Online Presence in 2012
September 11, 2012
For A Copy Of Today’s Presentation
3 Ways To Obtain A Copy:
1. Log On To Our Facebook Page:
www.facebook.com/CBCGroup
• Mention Beyond Facebook
2. Email CBCG
social@cbc-group.net
3. Log On To Slideshare.net
• Search Superzoo 2012
• Beyond Facebook
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2. 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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3. 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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4. 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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5. Engaging Customers With Your Brand Is A
Progression Thru A New Social Strategy
Altimeter Group
Watching Is The First Stage of Engagement
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
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6. Tactics To Engage Watching With Your
Customers
• 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
Sharing Will Continue To Build Customer
Engagement
• 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
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7. How Can You Encourage Your Customers To
Share?
• 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
Commenting Means Devoted Customers Now
Want To Commit Their Time To Engaging With
Your Brand
• 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
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8. Creating Comment Worthy Behavior Is Critical
• 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)
Producing Showcases Further Growth Of
Customer Commitment To Your Brand
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
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9. Encourage Producing By Supporting Your
Customers Voices
• 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
Curating Content For Your Most Engaged
Users Keeps Them Coming Back
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)
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10. Cultivate Curating By Offering Value Added
Content Based On Your Target Customers
• 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
How Can You Use The 5 Steps With Your
Marketing Tools To Increase Engagement With
Your Customers?
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11. Engaging Customers With An Effective
Facebook Fan Page
Engaging Customers With An Effective
Facebook Fan Page
Comment:
Watch: • Enable All Comment Filters
• Create A Fan Page With • Encourage Fans To Regularly
Numerous Activities For Engage By Commenting
Your Customers To Follow
• Create New Content EVERY Produce:
DAY To Insure They Return • Publish Blogs, Videos, etc. And Link
On A Regular Basis To Facebook Page
• Ask Customers To Produce For You
Share:
• Create Opportunities For
Followers To Share Curate:
Information, Links, Photos to • Give Public Credit To Highly
Others Engaged Users and Content
Curators
• Showcase Curated Content
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12. Creating Customer Loyalty With Your
Company Blog
Creating Customer Loyalty With Your
Company Blog
Watch: Comment:
• Share News Relevant And • Enable All Blog Comment Filters
Timely Articles About The
SKI/Snow Industry • Encourage Commenting Often
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• Review Books, Websites, Produce:
Blogs • Invite Industry Experts To Guest
Share: Write Posts For Your Blog
• Post Other Bloggers’ Posts Curate:
• Post Useful Blog Resources • Recognize Subject Matter
• Report Live From Trade Experts Within User Community
Shows And Industry Events • Ask Them To Create Blog
Content
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13. Wowing And Winning Customers With Your
Company Website
Wowing And Winning Customers With Your
Company Website
Watch: Comment:
• Update SM Content On Your • Enable All Web Comment
Website Regularly Features
0
• Include Produced And Curated Produce:
Content On Your Website • Update Website With Newly
Share: Produced Customer Content
• Highlight Links To Your Social • Publish Articles and/or EBooks
Media Sites On Your Website
• Share SM Content Via Your Curate:
Website • Link Curated Content On
• Drive SM Traffic To Relevant Website
Web Pages • Recognize Subject Matter
Experts Within User
Community
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14. Linked In Has Powerful Networking
Opportunities
Linked In Has Powerful Networking
Opportunities
Comment:
Watch: • Reply To Questions And On
• Read Weekly Linked In
Discussions In Targeted Business
Updates For Changes In
Community- Groups
0
• Link Appropriate Social Produce:
Media Content Via Groups • Start Your Own Linked In Group To
Share Expertise And Build
Share: Community
• Share Content From
Industry Media To Establish Curate:
Expert Status Within • Regularly Curate Content To Your
Community Personal Page And Your Groups
• Recognize Curators For Their Efforts
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15. 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: Comment:
• Link Email Content to Social • Ask For/Encourage
Media Sites Comments on Email Content
• Regularly Remind Email • Drive To Social Media
Customers About Social For Reply
Media Activities
Produce:
Share: • Demo Videos And Publish
Via Email, Blogs And Social
• Create Opportunities For
Media- Offer Sharing Tools
Followers To Share
On Posts
Information, Links, Photos to
Others
Curate:
• Offer Rewards For • Ask For Readers To Create
Doing So Content – Run Contests
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16. Ten Ways To Maximize Your Online Presence –
Starting Today
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
Creative Business Consulting Group www.cbc-group.net
Top 10 Ways To Maximize Your Online
Presence
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.
Creative Business Consulting Group www.cbc-group.net
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17. Top 10 Ways To Maximize Your Online
Presence
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.
Creative Business Consulting Group www.cbc-group.net
Top 10 Ways To Maximize Your Online
Presence
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
Creative Business Consulting Group www.cbc-group.net
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18. Top 10 Ways To Maximize Your Online
Presence
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.
Creative Business Consulting Group www.cbc-group.net
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
Creative Business Consulting Group www.cbc-group.net
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