1. Developing
a
web
presence
Susan
Mernit
Oakland
Local
February
16,
2012
2. 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
3. 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
susan@oaklandlocal.com
2/15/12
3
oaklandlocal.com/trainings
4. 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
susan@oaklandlocal.com
2/15/12
4
oaklandlocal.com/trainings
5. 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
susan@oaklandlocal.com
2/15/12
5
oaklandlocal.com/trainings
6. 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
susan@oaklandlocal.com
2/15/12
6
oaklandlocal.com/trainings
7. SOLUTIONS
FOR
POOR
PRESENCE:
CREATING
VISIBILITY
Susan
Mernit
susan@oaklandlocal.com
2/15/12
7
oaklandlocal.com/trainings
8. 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
susan@oaklandlocal.com
2/15/12
8
oaklandlocal.com/trainings
9. Google
Places:
Must
do!
hYp://www.google.com/places/
FREE!
Adds
you
to
search
engine
result
And
maps
in
very
visible
ways
Susan
Mernit
susan@oaklandlocal.com
2/15/12
9
oaklandlocal.com/trainings
10. 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
susan@oaklandlocal.com
2/15/12
10
oaklandlocal.com/trainings
11. 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
susan@oaklandlocal.com
2/15/12
11
oaklandlocal.com/trainings
12. 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
susan@oaklandlocal.com
2/15/12
12
oaklandlocal.com/trainings
13. 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
susan@oaklandlocal.com
2/15/12
13
oaklandlocal.com/trainings
14. Create
a
company
page:
hYp://www.linkedin.com/company/793244
Shows
staffers,
idenSty
Susan
Mernit
susan@oaklandlocal.com
2/15/12
14
oaklandlocal.com/trainings
15. 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
susan@oaklandlocal.com
2/15/12
15
oaklandlocal.com/trainings
16. 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
susan@oaklandlocal.com
2/15/12
16
oaklandlocal.com/trainings
17. 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
susan@oaklandlocal.com
2/15/12
17
oaklandlocal.com/trainings
18. 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
susan@oaklandlocal.com
2/15/12
18
oaklandlocal.com/trainings
19. 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
susan@oaklandlocal.com
2/15/12
19
oaklandlocal.com/trainings
20. SO
YOU’RE
GONNA
DO
ALL
OF
THESE,
RIGHT?
(NOT).
Susan
Mernit
susan@oaklandlocal.com
2/15/12
20
oaklandlocal.com/trainings
21. 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
susan@oaklandlocal.com
2/15/12
21
oaklandlocal.com/trainings
22. 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
susan@oaklandlocal.com
2/15/12
22
oaklandlocal.com/trainings
23. 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