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Build Your Online Presence
This document provides guidance on building an online presence and brand. It discusses owning multiple online channels like websites, social media accounts, and videos. These owned channels form the foundation of an online brand and allow controlling the message. Paid advertising can complement owned channels. Earned media like social shares, comments and mentions result from owned and paid efforts along with engagement. Analytics should track effectiveness across channels to refine the online strategy over time. Unifying branding and engaging conversations are also recommended to develop an online reputation and presence.
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Build Your Online Presence
- 1. Build Your OnlinePresence Jenny Nixon Extension Educator
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- 3. Part of theBlue Print • Owned Media– that which you control • Paid Media – what you purchase • Earned Media – result of owned, paid and engaging http://mashable.com/2010/02/11/social-objects/
- 4. Owned/Claimed Media • Website • Mobile Site • Blog • Twitter account • Facebook page • Flickr • Youtube channel • Map locations
- 5. Builds Foundation • YouControl • You Own and Brand Channels • Contributes to portfolio • Lays foundation for ‘earned’ value
- 6. Builds a Bridge •Connects social experience to destination • Creates a ecosystem where communities are already active – Uncover locations that require your engagement – how, where, when and to what extent
- 7. Paid Media • Representswhat we purchase – Display ads, paid search, sponsorships • Can complement, reinforce and polish
- 8. Earned Media • Resultof owned, paid, and participatory programs – Blog posts – Tweets – Status updates – Comments
- 9. A Brand is: •what you stand for and your reputation • your company’s face in the marketplace • your promise • what consumers know and believe and think and feel about your business, its products, services, and the experiences you provide • the emotional impact your company makes on your customers or potential customers
- 10. Building Your Brand Startwith an understanding of your business, ask what you want the world to know about it, then polish your vision and make it crystal clear: • Who are you? – List your company values. – Do people know about your business values? – Have you created a relationship you can foster? – Have you made a connection or bond with your customer?
- 11. Building Your Brand •What are your strengths? – What value or benefit does your product or service bring to the customer? – Do you have specialty products or services that put you ahead of the market? – What makes your product unique? – How does your price point fit the market – service and quality only go so far? – Can you show through pictures or description the emotional factor of why you are better?
- 12. Build Your Brand •Learn your current on-line reputation Even if you think you don't have one................
- 13. Build Your Brand •Claim and manage your "Google" presence • Test your brand in the biggest search engines • Manage your brand • Give correct info • Work to delete bad info • Link to more info • Join in the conversation
- 14. Local search/maps • Yahoo!maps • Bing maps • Mapquest • Google maps
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- 16. Build Your Brand •Manage your placed web presence • Engage customers in conversation • Allow customers to communicate with each other • Give customers a call to action
- 17. Unify Your Brand •Unify your brand sites with common username • http://facebook.com/unexted • http://flickr.com/photos/unexted • http://youtube.com/unexted • http://twitter.com/unexted • http://pinterest.com/unexted
- 18. Unify Your Brand •Link your web presences http://yourbusinessname.com/ • Consider all your media • Social networks • Traditional web • Traditional print • Allow people to join the conversation where and how they wish
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- 21. Use Keywords • Keywordsare words / phrases people use to search • Base for getting found • Use in sites URL or Domain Name Page Title Picture Alt Tags Marketing Page Description Links Content Headings Body
- 22. Things to Do 1.Commenton other’s posts 2.Ask questions in your posts 3.Post links and threads 4.Post relevant events
- 23. Promoting on SocialNetworks DO 1. Make it compelling/benefit-based 2. Talk about new or unusual features 3. Include discounts or savings DON’T 1. Don’t continually sell 2. Don’t fall short of the expectation that you’ve set http://inc.com
- 24. ANALYZE This! • Applyanalytics to your sites • Many social networking sites have their own metrics --- Facebook offers • Polling application • Direct target marketing • Google Analytics can be applied to many sites • Websites • Facebook • Twitter
- 25. HOW DO WEDO IT ALL?
- 26. Marketing Strategy • Needa Social Networking/Media Strategy o Research customer o Determine time commitment • Building relationships and reputations • Adding value to conversations relevant to your business. • Analyze o What marketing worked well? o What marketing didn't work well or not at all? o Are there any standout reasons?
- 27. Ask yourself • Whatare your on-line marketing goals? • Who is your on-line target market? • How do you plan to increase your target market? • Which on-line tool/tools will you incorporate in the next 6 months? • What is your call to action? • How does your on-line marketing strategy fit into your traditional marketing strategy? • How do you plan to incorporate this into your marketing strategy?
- 28. One Piece –Many Deliverables Write content for blog • Blog has RSS feed which goes to feed reader • Announce the blog update on twitter which automatically goes to Facebook Create a video • Post a link on website • Upload to youtube • Upload same episode to your ITunes podcast Talk about different things - not just about yourself! Make it 'interesting'!
- 29. Additional e-Learning Growing NebraskaBusinesses Community Vitality Web Page HuskerPreneur Blog https://huskerpreneur.com/ This presentation may be found @ Huskerpreneur.com > Presentations Jenny Nixon [email protected]
- 30. Extension is aDivision of the Institute of Agriculture and Natural Resources at the University of Nebraska–Lincoln cooperating with the Counties and the United States Department of Agriculture. University of Nebraska–Lincoln Extension educational programs abide with the nondiscrimination policies of the University of Nebraska–Lincoln and the United States Department of Agriculture.