1. Social
networking
&
your
business:
making
it
work
Susan
Mernit
Oakland
Local
April
19,
2012

2. What
is
social
networking?
• Social
media
meets
*friend*
networks
meets
referrals,
leads,
endorsement
– Examples:
•
(SPAGGIA
List,
North
Oakland):
Who’s
a
good
carpenter/contractor?
• Facebook
friend
stream
news:
George
just
checked
into
Oakland
MarrioR,
Lisa:
I
LOVE
the
polenta
@Caffe817,
• Pinterest:
Oakland
coffee
shops
we
love
• YELP:
*recommenda[ons*
for
everything
• Google
places:
show
up
on
a
map
houseoflocal.org
susan
mernit
2

3. Social
networks
are
marke[ng—by
people
you
know
houseoflocal.org
susan
mernit
3

4. How
can
you
market
with
social
media
tools?
• First-­‐Build
an
online
presence
(pick
3)
– Google
Places,
Google
search
– Facebook,
TwiRer
– Yelp
• Then-­‐create
community
&
messages
– Marke[ng
messages
&
offers
– Endorsements
– News
&
events
&
newsleRers
houseoflocal.org
susan
mernit
4

5. Let’s
get
started…..
houseoflocal.org
susan
mernit
5

6. Take
an
audit-­‐What
are
you
selling
&
to
whom?
• Do
you
know
how
your
clients
show
up
on
the
web?
Are
you
discoverable
through
search?
If
someone
hears
of
you—can
they
find
you?
• 97%
of
consumers
look
for
local
business
online.
houseoflocal.org
susan
mernit
6

7.
Scream
Sorbet,
Oakland,
CA
HRp://screamsorbet.com
Sells
at
Farmer’s
Markets,
has
retail
stores
Temescal
&
SF
Makes
fresh
sorbet
&
gelato.
Established
2009.
houseoflocal.org
susan
mernit
7

8. Scream
Sorbet
Twi<er
COST=FREE
• Google
links:
21,900
• Social
media
tools:
• Facebook
(1,488
likes):
hRps://www.facebook.com/screamsorbet
• TwiRer
(961
followers):
hRp://twiRer.com/screamsorbet
• Yelp
(312
reviews):
hRp://www.yelp.com/biz/scream-­‐sorbet-­‐emeryville
• TOTAL
Social
media
connec[ons=1,064
8
houseoflocal.org
susan
mernit

9. Scream
Sorbet
social
marke[ng-­‐Yelp
COST=FREE
houseoflocal.org
susan
mernit
9

10. Scream
Sorbet
Facebook
COST=FREE
houseoflocal.org
susan
mernit
10

11. Scream
Sorbet-­‐Google
Search
COST=FREE
houseoflocal.org
susan
mernit
11

12. Scream
Sorbet
Google
Places
First
search
result
for
sorbet
94608—address,
photos
etc.
COST=FREE
houseoflocal.org
susan
mernit
12

13. Scream
Sorbet
Google
MAP
search
COST=FREE
Zip
code
plus
keyword
on
map
interface=
Google
Places
businesses
showing
up
On
a
map
–for
Free
houseoflocal.org
susan
mernit
13

14. RECAP
SCREAM
SORBET
social
markeNng
tools:
• Google
search
• Google
Places
• Yelp
• Facebook
• TwiRer
Free= knowing how to use
The tools OR hiring someone
To help
houseoflocal.org
susan
mernit
14

15. What’s
your
offer?
• Tac[cs
for
social
media
– Marke[ng
messages
&
offers
– Endorsements
– News
&
events
&
newsleRers
– Deals
for
friends
– Coupons
(cau[on)
houseoflocal.org
susan
mernit
15

16. Essen[als
for
all
• Google
search
• Google
Places
– This
means
op[mizing
• Link:
your
web
site
with
www.google.com/
marke[ng
messages
robots
find
places
– Need
Google
account
– Using
SEO
(search
engine
op[mized)
words
– Verifiable
address
on
your
site
– Can
fill
in
basics
&
go
back
RESULT:
CUSTOMERS
FIND
RESULTS:
SHOW
UP
IN
YOU
SEARCH
&
MAPS
houseoflocal.org
susan
mernit
16

17. Do
you
need
Yelp?
• Yes
• No
– You
need
to
monitor
– Yelp
reviews
aren’t
what
people
say
always
considered
– You
need
to
manage
reliable,
especially
for
your
lis[ng
non-­‐food,
entertainment
• Ask
customers
for
good
– Yelp
perceive
as
favoring
reviews
paid
adver[sers
• Postcards
asking
for
Yelp
reviews
• Ask
for
Yelp
feedback
in
email
newsleRers,
etc
How
do
you
decide
whether
to
invest
in
Yelp?
houseoflocal.org
susan
mernit
17

18. How
about
Facebook?
• Yes
• No
– You
build
a
free
business
– You
live
under
a
rock
page
– You
don’t
care
about
– You
make
it
a
place
page
word
of
mouth
and
(or
not)
referral
– You
ask
your
network
to
– You
don’t
know
how
to
“like”
it
separate
your
personal
– Put
offers
and
news
on
page
from
your
business
the
page
page
– Manage
it
like
your
– You
don’t
have
a
website
only
DAILY
personal
page
houseoflocal.org
susan
mernit
18

19. Facebook
is
the
water
cooler
right
now
• Over
500,000,000
ac[ve
• 48%
of
18-­‐34
year
olds
Facebook
users
check
Facebook
when
• 250
million
of
them
they
wake
up
(over
50%)visit
daily
• Over
40
is
fastest
• 72%
of
all
US
internet
growing
category
for
US
users
are
on
now
Facebook
houseoflocal.org
susan
mernit
19

20. Who
is
the
Facebook
user?
• Average
user
has
130
friends
on
the
site
• Average
user
spends
an
average
15
hours
and
33
minutes
on
Facebook
per
month
• Average
user
visits
the
site
40
[mes
per
month
• Average
user
spends
an
23
minutes
(23:20
to
be
precise)
on
each
visit
• Average
user
is
connected
to
80
community
pages,
groups
and
events
• Average
user
creates
90
pieces
of
content
each
month
• 200
million
people
access
Facebook
via
a
mobile
device
each
day
• More
than
30
billion
pieces
of
content
are
shared
each
day
• Source:
facebook.com,
pingdom.com
Facebook
is
filled
with
friends,
neighbors
and
customers
you
need
to
engage
houseoflocal.org
susan
mernit
20

21. Do
you
need
TwiRer?
Yes
No
• 24
million
users
in
US
• Audience
is
not
mobile
• Your
audience
is
mobile-­‐-­‐55%
• Products
are
expensive
of
TwiRer
users
access
the
considered
purchase
items
plarorm
via
their
mobile
• Business
is
B
to
B
• TwiRer
IS
growing
quickly—
grew
31.9%
in
2011
• You
have
a
B
to
C
business
with
news,
updates,
deals
Oakland
tweeters:
hRp://twitaholic.com/
top100/followers/byloca[on/Oakland,+CA/
houseoflocal.org
susan
mernit
21

22. How
do
you
know
it’s
working?
• Google
alerts
for
your
• TwiRer
business
name-­‐ – Tweetreach
google.com/alerts
(tweetreach.com,
measures
reach)
• Google
Analy[cs
on
– Followers
&
men[ons
your
web
site-­‐
google.com/analy[cs
• Facebook
insights
– Check
referrals
from
– Metrics
for
FB
business
social
media
pages
houseoflocal.org
susan
mernit
22

23. Tools
that
help
• Hootsuite
• Google
docs
(hootsuite.com):
(google.com/
schedule
tweets
&
FB
documents):
Share
and
posts
save
tweets,
links,
posts
• Seesmic
Desktop
for
reuse
(seesmic.com):
schedule
tweets
&
FB
posts
houseoflocal.org
susan
mernit
23

24. Should
you
hire
help?
• Yes
• No
– Social
media
marke[ng
– Do
what
you
can
plans:
$1-­‐3,000
manage
– Social
media
manager,
– Save
the
cash
$45
and
up
per
hour
– Build
knowledge
through
– Analy[cs
reports
should
classes
via
ACSBDC,
be
part
of
contracts
Oakland
Local
trainings
houseoflocal.org
susan
mernit
24

25. Resources
• Susan
Mernit
• The
Web
• White papers: – Mashable.com-­‐great
www.slideshare.net/ resource
for
social
media
marke[ng
[ps
susanmernit
– Create
a
page
on
• Reports:
Facebook:
susanmernit.com
hRps://
• More
small
biz
www.facebook.com/
resources:
pages/create.php
Houseoflocal.org
houseoflocal.org
susan
mernit
25

26. Keep in touch!
Question welcomed:
@Susanmernit @oaklandlocal
Email: susan@oaklandlocal.com
Site: oaklandlocal.com
Follow Oakland Local on Facebook !
houseoflocal.org
susan
mernit
26