naked online: how naked pizza and other small businesses use social networking tools

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Naked Online:How Naked Pizza and other small businesses

use social networking tools

Scott Brown, Social Information Group – May 10, 2010

Parker Library, Parker, CO, USA

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Agenda

• Overview of the business benefits and marketing applications of some of the current top tools

• Examples

• Matching your own style and brand to the right tools

• Integrating social tools into your existing marketing efforts and workflow

• Measuring success in using the tools

• Some final thoughts

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The Social Networking jumble

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What do they have in common?

Connecting

Sharing

Visibility

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What happens when you add compelling content?

CommunitySerendipity

Loyalty

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How are small businesses using them successfully?

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Why does this work?

Create a larger awareness of your business

Multiple layers of presence and visibility

“Virtuous circle” of visibility

Reinforce branding

“3-D brand”

What else do you do?

Personality

Drive contacts and sales

Drive potential clients to your site and offerings

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Why should you care?

• Acquire new customers

• Listen to your customers

• Raise awareness of your community efforts and connections

• Build your community network

• Raise funding

• What is your competition doing?

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Personal – “real”Transparent

Community memberResponsible

Fun!

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Business use vs. personal use

Tone

Content

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The ones we’ll focus on

Facebook: http://www.facebook.com

Twitter: http://www.twitter.com

Blogs WordPress: http://www.wordpress.com

TypePad: http://www.typepad.com

Blogger: http://www.blogger.com

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http://www.facebook.com

• What is it?

• What’s the advantage?

• Where do I find it?

Online business profile and community networking tool

Free

Descriptive

Integrate photos, video, other information

Build a public community

Community forum

Gather feedback

http://www.facebook.com

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How do I get started?

• Sign up

• Create a fan page

• Connect

• People you know

• Customers

• Advertise in your business marketing (website, flyers, advertisements, etc.)

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Blogs

• What are they?

• What’s the advantage?

Where do I find them?

Online journals – a place to share information, expertise, viewpoints, etc.

“Personal publishing”

Generally free

Great if you like to write – less formal

Share about you and your business:

Professional /Expertise

Interests

Community involvement

http://www.wordpress.com

http://www.typepad.com

http://www.blogger.com

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Blogs – How do I get started?

• Sign up

• Create a blog

• Start writing entries

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Twitter – http://www.twitter.com

• What is it?

• What’s the advantage?

Where do I find it?

“Microblogging” tool – similar to text messaging

Free

Quick setup

Find and “follow” peers, thought leaders, potential customers, locals

Communicate (both ways)

Share your own expertise and personality

Additional marketing tool (“tweet” blog posts, specials, etc. – also list your website, specialties

http://www.twitter.com

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How do I get started?

• Sign up

• Create some “tweets”

• Start following people

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Which is best for you? Facebook – http://www.facebook.com To give greater visibility to your company, specialties,

products Community connections, visibility Community is key

Blogs To share your interests Customer and professional visibility Content is key

Twitter – http://www.twitter.com To share your products, advertise specials, customer service Advertising Connection, content and speed are key

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Connecting Geography Local connections through Twitter

Example: Twellow, WeFollow

Local connections through Facebook Search for your geography Consider advertising through Facebook

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Considerations: Logical/technical

Technology and firewall issues

Privacy and confidentiality

Adoption and usage

Multiple tools

Making the time/wasting the time

Dedicating time and energy – following through

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Considerations: Organizational

• Shift in thinking about how you interactBroadcasting > conversation

Authority > moderator

One to many > many to many

• Loss of controlCan you handle that?

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They’re called “social” for a reason

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How do I integrate these with my marketing?

Choose one first – and do it well

Don’t market them until you’re ready

Integrate with what you already have

Email channels, advertising, business cards

Visibility on your site

Advertise yourself and your offerings

Make them a part of your “day”

Allow yourself the freedom to get used to them

Allow yourself the time to make them a habit

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Workflow and maintenance

Make them a part of your “day”

Establish a set day/time during the week

Build into other processes

“Before I check email, I’ll ‘tweet’”

Schedule in advance

Blog or Twitter posting

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Measuring success and evaluating

What is your goal?

What is your plan for meeting that goal?

Implementation

How is it working?

Bit.ly

Google Analytics

Evaluation: is it worth it?

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Is it worth it?

Am I having fun?

What is working?

What’s not working?

Do I want to continue?

No

Yes

For how long before I re-evaluate?

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Sustaining

Develop your own pace There are no standard “guidelines” for tweeting,

blogging, etc.

Calendar & scheduling Tweets, blogs, etc.

Evaluation Step back and consider regularly

Do I want to continue?

What about my audience?

Gracefully and professionally easing out of it

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Good rules for sharing

Be brief

Make it useful

Know your audience

Make it personal

Make it fresh

Relate it to your business and/or value

Adapted from Chris Brogan:

http://www.chrisbrogan.com

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Final thoughts

Experiment and play around with these tools

See what works for you

Start small!

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“If you’re not prepared to be wrong, you’ll never come up

with anything original.”Sir Ken Robinson

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Final thoughts

Experiment and play around with these tools

See what works for you

Start small!

Invite and involve others – reach out

People are already using these technologies and expect to be invited

Leverage what others are doing

Don’t use social tools as your ONLY tool

Complementary to what you’re already doing

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Which is best for you? Which tool would you choose?

What would you share using that tool?

How often – realistically – would you update it?

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What’s my plan?

© Sean Prior - Fotolia.com

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Have fun!

Collection of National Media Museum - photographer unknown

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Scott Brown and Social Information Group

Enhance your online visibility and marketing using the best social networking tools

Tailored to your specific needs – from beginner to expert

Free initial consultation

Contact me: scott@socialinformationgroup.com Skype: scbrown5 http://www.socialinformationgroup.com

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Tools and Metrics You Need to Measure and Monitor Social Media Success (Social

Media Today):

http://www.socialmediatoday.com/SMC/62067

How to Create a Screencast Like a Pro with These 6 Online Tools (MakeUseOf.com):

http://www.makeuseof.com/tag/how-to-create-a-screencast-pro-6-free-online-tools/

10 Apps to Schedule Future Tweets on Twitter (Social Times): http://www.socialtimes.com/2010/02/10-apps-to-schedule-future-tweets-on-twitter/?red=rb

10 Ways for Small Businesses to use LinkedIn (The LinkedIn Blog): http://blog.linkedin.com/2010/04/12/linkedin-small-business-tips/

Measuring Social Media ROI: Does Size Matter? (Mark Hayward): http://mark-hayward.com/2009/03/03/measuring-social-media-return-on-investment/

How to Increase Revenue with Twitter Integration (Social Media Today): http://www.socialmediatoday.com/smc/120135

Facebook’s Eroding Privacy Policy: A Timeline (Electronic Frontier Foundation)http://www.eff.org/deeplinks/2010/04/facebook-timeline

References and resources

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Boulder Bakedhttp://www.boulderbaked.com

Naked Pizzahttp://www.nakedpizza.biz

Optima Women’s Healthhttp://www.southofdenver.com/

Real Estate South of Denverhttp://www.southofdenver.com/

Twellow (to find businesses and locations)http://www.twellow.com

WeFollowhttp://www.wefollow.com

Examples