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Local Business and Social Networking Presented by Candy J. Sugarman of PlayBig Online Marketing www.PlayBigOnlineMarketing.com.

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Presentation on theme: "Local Business and Social Networking Presented by Candy J. Sugarman of PlayBig Online Marketing www.PlayBigOnlineMarketing.com."— Presentation transcript:

1 Local Business and Social Networking Presented by Candy J. Sugarman of PlayBig Online Marketing

2 Common Social Media Objections from Local Businesses. How many people in my town and specifically in my target audience are actually using Social Media? I dont have time to Tweet, blog or Facebook – I am running a business! Ive tried it for a couple months and it doesnt work – we havent seen an increase in customers through our doors since we started tweeting. I already advertise in the local paper and radio and that seems to be doing just fine for us

3 QUESTION What two factors are crucial to the success of any local business? TRAFFICGOOD REVIEWS

4 Case Study: Tealicious Teas

5 Case Study: Dominos Pizza Chain in

6 8 Reasons Why Local Business MUST be using Social Media 1.Local Search (thanks to mobile marketing) is growing exponentially in Many business overlook the value of setting up local profiles in the main search properties.

7 8 Reasons Why Local Businesses MUST be using Social Media 2. Social Streams are indexed are listed in Google and Bing. Negative reviews can hang around the Search Engines a long time!

8 8 Reasons Why Local Businesses MUST be using Social Media 3. Social Media Sites generate high local listings in the Search Engines.

9 8 Reasons Why Local Businesses MUST be using Social Media 4. The proliferation of Social Media and the Mobile Web is changing the way consumers find things. Over time the single greatest opportunity is to rule the local search landscape year-olds go straight to their mobile browser or Google Maps to find everything – shoes, food, insurance, a dentist, you name it. If they dont find you by doing that, then you dont exist. John Jantsch, February 2010 Over time the single greatest opportunity is to rule the local search landscape year-olds go straight to their mobile browser or Google Maps to find everything – shoes, food, insurance, a dentist, you name it. If they dont find you by doing that, then you dont exist. John Jantsch, February 2010

10 8 Reasons Why Local Businesses MUST be using Social Media 5. Ability to build relationship with an audience (even before they visit the business).

11 8 Reasons Why Local Businesses MUST be using Social Media 6. Your competitors are connecting with YOUR prospective customers in the Social Media realm.

12 8 Reasons Why Local Businesses MUST be using Social Media 7.Social Media Marketing is way more cost-effective than traditional advertising channels. Targeted Personable Engaging Cost-Effective Viral Fastest growing medium (Ie. 500k new members at day on Facebook)

13 8 Reasons Why Local Businesses MUST be using Social Media 8. Location-Based Social Networks (LBSN) will grow in prominence in 2012 and beyond. General:

14 Profound Statement We (local businesses) have the ability to engage our clients at the point of experience. Joe Sorge, Owner of AJbombers We (local businesses) have the ability to engage our clients at the point of experience. Joe Sorge, Owner of AJbombers

15 Three Ingredients to Exploding Traffic for Local Businesses. Heaps of Visibility & Traffic Social media Apps Local SEO Mobile Media

16 Step One – Set up Business Profile in Local Search Engines It is essential to make sure you are set-up in the following local search engines:

17 Step One – Set up Business Profile in Local Search Engines

18 Google Local Business Center

19

20

21 LBSNs

22 2. Set-up Facebook Fan Page

23

24 Local Facebook Pages to Promote Business

25 Local Ideas for Facebook Fan Page Visually appealing Welcome Page (video, images) Funny photos and videos from local business. (lots of multi-media) Surveys and contests (once approved by Facebook). Offer helpful tips. Promote discounts and specials. (Print Coupon) Solicit feedback for new products. (Create Your Dream Wedding Dress) Post events & happenings. (Specials) Strategically use Facebook Social Ads.

26 Build Geo-Targeted Twitter Presence Twitter is an ideal tool for building community and finding local leads! How to geo-target in Twitter? 1.Local Twitter Search: 2.Create Lists 3.Engage and interact – dont sell 100% 4.Offers!

27 Local Twitter Role Models

28 Tweet-ups and Meet-ups Ideal for connecting with Professionals and Colleagues. Effective in building strategic networking potential by leveraging the power of Face to Face. Example: Jane starts a tweet-up or a regular meet-up group for wedding event planners. (ie. Picking the right pew bows)

29 Tweet-ups

30 Meet up Groups

31

32 Locally Optimized Profiles in other Social Networks

33 Connect and Network with Local Businesses

34 Task Checklist for Local Businesses Define a clear and specific SM strategy. Research targeted keywords. Set-up local profiles in Bing, Google and Yahoo. Set-up and promote Facebook Fan Page (include in offline materials) Set-up geo-targeted Facebook Social ads campaign. Build a geo-targeted base of local followers and leads on Twitter. Set-up events, promotions and specials using Twitter tools.

35 Task Checklist for Local Businesses Set-up strategic networking opportunities through Tweet-ups or Meet-up groups. Create locally optimized campaigns through other social networking profiles (YouTube.com, Flickr.com) Set-up presence and build network in LBSN (Location-Based Social Networks.)

36 What is a Location-Based Social Network? LBSNs are Social Networks that answer the question Where are you going as opposed to just What are you doing? Platform for interacting with local colleagues, friends as well as local businesses. Open community for sharing candid business reviews and interacting with other customers.

37 What trends are driving the booming popularity of LBSNs? It takes 90 minutes for the average person to respond to an . It takes 90 seconds for the average person to respond to a text message. (CTIA.org, 2011) Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012) 91% of all smart phone users have their phone within arms reach 24/7 – (Morgan Stanley, 2012) 44% of Facebooks 900 million monthly users access Facebook on their phones. These people are twice as active on Facebook as non-mobile users (Facebook, 2012) Mobile marketing will account for 15.2% of global online ad spend by (Berg Insight, 2012) It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Unisys, 2012) 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012) 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012) 61% of local searches on a mobile phone result in a phone call. (Google, 2012) 52% of all mobile ads result in a phone call. (xAd, 2012) marketing-statistics/

38 What are the business-building benefits of using LBSNs? Ability to generate targeted local traffic. Creates the opportunity to connect with your local customers on a more regular basis. Offers creative ways to promote your specials and engage your audience. Provides some good intel on how often your customers are frequenting your business. Enables you to keep on top of the conversation about your local business. (Online Reputation Management) Low to no-cost marketing channel Local Product Evangelists

39 Check-ins – Example FourSquare

40 FourSquare.com – The Top Location-Based Social Network Foursquare is a cross between a friend-finder, a social city-guide and a game that rewards you for doing interesting things. Foursquare.com Foursquare encourages users to check-in, to let other Foursquare users to know where they are at. Able to leave tips, which are quick reviews/suggestions for others near to discover. (Users can add these tips to their To Do list)

41 How to Do Check-in Right! Claudio SchapsisClaudio Schapsis asks two questions you too may have wondered about: Why are people sharing their location? and What motivates customers to check in and share their whereabouts with the world? He answers with the 7 Fs of check-ins: Funpeople participate for the fun. Famepeople compete to achieve virtual status, badges, stickers, pins and other items so they can show them to their friends. Friendsmaking and meeting friends. Flirtto interact with people they dont necessarily know. Fancyingto recommend places they like. Followingto keep track of places they visited. Freebiesto receive new offers, discounts, coupons and free stuff.

42 FourSquare.com – The Top Location-Based Social Network Each time you check in, you earn points and can receive badges. For example: Find a new place in your neighborhood? +5 points Making multiple stops in a night? +2 points Dragging friends along with you? +1 point Users are awarded the mayor of a location if they check in more than anyone else. Businesses reward Mayors with free products and special discounts.

43 Why is FourSquare GREAT for your local business? Ideal for restaurants, coffee shops and hotels. Helps bring potential customers to your businesses! Success Story – AJBombers has seen a 30% increase in sales since using FourSquare. Allows you to engage your customers at the point of experience. Offers creative ways to make your brand distinctive and memorable. Enables you to promote specials and promotions with a super local audience. Provides higher levels of interaction with your audience.

44 Why is FourSquare GREAT for your local business?

45 Tips and Tasks for Building a FourSquare Presence Make sure you have a smart phone and has downloaded the FourSquare App! (Need to be connected to mobile web) Brainstorm 5 different specials or promotions they would like to offer for check-ins. Brainstorm the special offer they will make available for the Mayor of FourSquare. Create FourSquare User Profile, Venue and Business Special. (http://www.foursquare.com/businesses)http://www.foursquare.com/businesses Integrate Twitter Account with FourSquare Profile.

46 Tips and Tasks for Building a FourSquare Presence Promote FourSquare Specials and Contest to Twitter Audience.

47 Tips and Tasks for Building a FourSquare Presence Promote FourSquare Contest Offline. (Billboard)

48 Tips and Tasks for Building a FourSquare Presence Strategically Use Meet-ups with FourSquare Patrons to enhance customer loyalty. ADVANCED TIP: Encourage FourSquare Patrons to geo-tag Twitter Posts.

49 The Power of Yelp.com

50 Yelp.com is presently a much broader LBSN than FourSquare – appeals to a diverse base of Brick and Mortar businesses. A more pure Reviews Site than FourSquare.com. (26 million monthly viewers) Yelp business profiles are free and allow up to three categories. Yelp enables users to share candid reviews on businesses and in turn allows businesses to comment privately or publicly to the reviews. Yelp enables business owners to identify trends in the reviews and make appropriate enhancements. (ie. Receptionist is particularly rude.) Yelp recently launched a Regulars feature so you can see the number of check-ins by a user:

51 Yelp Goes Mobile

52 Yelp Features

53 Groupon - Collective Buying Power

54 1. Fill out profiles in Bing, Google, Yahoo, Yelp 2. Create your Facebook fan page and engage! 3. Consider Twitter! 4. Merchant Circle, Foursquare, Groupon! Your To-Do List

55 Need More Information or Want More? Facebook.com/PlayBigOnlineMarketing LinkedIn.com/in/CandySugarman to connect on LinkedIn We provide training and coaching packages or customized to your needs Groups rates available for most any size group Times and days flexible to work around your schedule Contact us and lets get started getting you engaged!


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