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Come One, Come All: Proven Tactics to Help Win New Customers – Alex Ciancio

Tools, Strategies & Best Practices to Optimize Your Online Presence – Moderator: Dave Forde; Speakers: Jeff Quipp, Paul Tobey, and Mike Agerbo

Content Strategy – The Foundation of SEO and Social Media – Jeff Quipp

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SOHO SME BUSINESS EXPO – OCT 30, 2012 – MODERATOR: DAVE FORDE
TOOLS, STRATEGIES & BEST PRACTICES TO OPTIMIZE YOUR ONLINE PRESENCE
JEFF QUIPP
Social media
Word of mouth
enabled by tech
advertising is a tax for being unremarkable – someone
Pinterest, instagram for photos
build a following
Social media success
Blend Tec
Will it blend ?
remarkable content
Testimonials on product pages,
Stuff that people want to share
Connect with people you might not otherwise chat with
Getting started: WordPress
Update your website often –> frequent search visits
Remarkable content
test with stumble upon ads
article syndication
Penalties
(Google Penguin)
Search–> immediate
Social–> gradual
earned media
owned media
paid media
based on great content
CREATIVE GREAT BUSINESS
PAUL TOBEY
the watercooler of the 21st century
Microblog–blog
microblog
An hour a week has tremendous impact.
Timing how-tos, conversions
any time, esp. when your audience is reading
Social media updates also get indexed
Hypnotic marketing
focused mental state ?hook
You can’t manufacture a viral video
GET TO THE HEART OF BUSINESS
Don’t forget YouTube, reddit.
WordPress SEO
All-in-One
Facebook advertising
long term nurturing
Webinar
Boring is bad
Think context
LinkedIn connections
The money’s in the list
MIKE AGERBO
another distribution/??? channel
YouTube: 1-2 minutes
5 min how-to videos < -- 2x views of YouTube Time Management Calendar-->batch–>schedule
Get that content down.
Get going and be consistent
Establishing yourself as an expert
– guest blogging
– newspapers
– other media
Title, tag videos Research virality
Foundation still content
You have to establish expertise
ex: webinar chunks
Editorial calendar < --- start here, then choose channels Pictures --> inspirational: pinterest
Webinar–>time
Target audience blocked? Tailor your content (no YouTube, etc)
BE PASSIONATE ABOUT YOUR CONTENT

You can e-mail me at sacha@sachachua.com.

• Business plan. You are trading money for value. You need to be able to clearly articulate what you are translating money into. If you can't articulate that clearly to friends and family, you will never be able to do that for investors or customers.
• Find a mentor. Ask your professors who they know. Go to your local business development center. Find people who have started their own company. You'll be shocked at how many people will spend half an hour talking to you. Camaraderie. If you ask for help, you will find help. You'll probably find someone who can share with you best practices.
• A business is a business is a business. Get yourself an accountant. Make sure that you're following all of the business rules that apply to the industry. Find out what all the tax rules are and the task breaks are. There are some absolutely fantastic R&D tax credits that people don't know about. I tried doing the books myself when I was starting out, and that's a mistake, at least for the first time. Make sure that your accountant knows small business. Whatever you get, make sure you ask for a receipt. You must have copies of receipts. Keep good records of things. That's what your accountant is there to help you with – your industry. Any time you ever hire someone, interview them, and interview more than one person. Do your due diligence. There's a lot of risk, but there's so much reward. You want to mitigate that risk. When you're doing that mentorship, ask around. Do not ask a corporation. Ask other people who have their own business. Ask for referrals and references. Ask!
• Do a lot of time at first with your wording. Value proposition. Your company name is an important thing. Try and think about things like common misspellings, pronounciation misspellings, how you want to be perceived. Everything you do, you test. Whatever you choose to do, write it down, go and tell someone. Take someone out for coffee and say “Here are my thoughts; what do you think?” Constantly ask, ask for genuine feedback, and ask for honest criticism. People you trust care about you and don't want to see you fail. Other people aren't going to give you that feedback. Good or bad, thank them for it, and take it to heart.
• Don't use your name as your company name.
• There are free seminars that you have access to that you wouldn't believe. Go to learn and listen and connect. Be very open to that and continue going. There are lots of things out there for free.
• Government grants and loans for people under 29!
• Check out TD and Royal Bank for programs for small businesses. They can mitigate their risk if they act as advisors. Don't discount your bank.
• Networking. Part of the reason why Dana and I met. Bag design. Women's networking group.
• BNI. Business Networking International. Givers gain. When you go to a networking group, don't just talk – listen. Introduce yourself not just with your name, but with what you do.
• “So, tell me about your business.” You can tell a lot about a business by how well they can articulate their value. “What do clients of yours look like?” Keep thinking about how your clients might be good clients for them. That's what networking is.
• For example, our value is phased implementations for projects.

Know what your value is. Know what your customer looks like. Create
scenarios. Find out what a typical customer looks like, so you can
tell other people what you look like. Make sure that you get involved
in networking. Get those government resources.

Dana: Clients.

• People respond when you're not aggressive or overbearing. Your product is not impressive. Treat people as people, not sales.
• Keep a client database. I used to work for a customer-relationship management system. I missed it when I started my own business. I love Sugar CRM, which is online and open source. Get something so that you can keep track of your clients. Schedule your followups. That way, they don't only hear from you when you're asking for money. You want to show that you care about them. Make sure your clients feel valued. Send an actual paper thank-you.
• You don't want to be too close to your client also, because sometimes you have to say no. You really should say no. A project that you thought you should've said no will drag you down and kill you. If you have that feeling, don't do it. Or get really good specs.
• Get a lawyer to review your contracts. Do not do this yourself.
• Put everything you can on paper before you implement it.
• Protect yourself with sign-offs.
• Don't go into business with friends, if you can help it.
• Go through scenarios in order to mitigate risk.
• Engineering entrepreneurship and education at McMasters! Experiential program. ALWAYS take notes and offer to do the first draft. Then get your lawyer's intern to look at the stuff for you. Ask lawyers what you've missed.
• Outsource your overflow capacity.
• Know enough to know if the people you're outsourcing to do good work.

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You can e-mail me at sacha@sachachua.com.

Terrific idea! Ryan McKegney identified the top 1% in his RedFlagDeals.com community, rewarded them with stickers and other stuff, and encouraged them to evangelize. Great! Also, you have another 1% who want to get more involved. As for the 1% who are jerks: do things in an open and fair way. Also, keep in mind that there's a negative response bias in large online communities. People who disagree with something will be the loudest. Takeaway: You set the tone for the site, because you are such an integral part of the community.

Random notes:
Alan Hietala talked about bridging multiple communities in World of Warcraft. Event planning for MMORPG. Heatware – independent reputation system. Jason: no one makes the first post, so you seed.. but dependency? .. Also, start with existing communities.

Laptop ads sponsored by: Orange & Bronze and http://www.wordpress.org

You can e-mail me at sacha@sachachua.com.

Six sessions, three time slots. Aiyah. You don't need a CS degree to
know that's a problem.

So I convinced Mike and Quinn to merge their talks on culture. Then I
looked for the people responsible for the meta-community talk and
asked if they could merge with Ryan's talk about building communities.
They agreed!

I couldn't merge with Mike's talk – thematically different, and I'd
probably run a long conversation – but hey, that was a great win. All
the people who merged said it would be a good idea because they needed
less than an hour. Everyone else gets a nice panel. And I learned that
if you ask, people will probably say yes.

Laptop ads sponsored by: Orange & Bronze and http://www.wordpress.org

You can e-mail me at sacha@sachachua.com.

I'm learning a lot from the session. Some points:

• Primary domains are better than subdomains because Google tries to figure out what a domain is about, and something like blogspot.com is too large.
• Research keywords to find out what people are searching for, and develop good material for these. Linkbait?
• Structure an FAQ with forward-links and H1s.
• Use keyword-rich headings.

Laptop ads sponsored by: Orange & Bronze and http://www.wordpress.org

You can e-mail me at sacha@sachachua.com.