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Online Word-of-Mouth
Presented by: Josh Braaten of Rasmussen College
Who is Josh Braaten?
Rasmussen College Sr. Online Marketer
@jlbraaten on Twitter




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   2
Who is Josh Braaten?




   ..originally from North Dakota
July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   3
Small Businesses Know How to
Create Word-of-Mouth Buzz


                   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
Some Businesses Have a Knack for Word-of-Mouth Buzz




 July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   5
Amazing Products Create Buzz




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   6
Amazing Service Creates Buzz




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   7
Entertaining Customers Create Buzz




(or Educating/Engaging)
July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   8
What Does This Have to do with the Web?




 July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   9
Why Does SEO Come Across as Difficult?
 •      Search engine optimization (SEO) theories
 •      Shady SEO agencies with spam tactics
 •      Google’s Pandas and Penguins
 •      Keyword targeting and on-page optimization
 •      301 redirects and sitemaps.xml
 •      Indexation and robot spiders
 •      Canonicalization of URLs
 July 27, 2012      Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   10
Why Does Social Media Come Across as Difficult?

 •      Facebook      •      Ping                                              •    Angie’s List
 •      Twitter       •      Tumblr                                            •    Yelp!
 •      LinkedIn      •      Last.fm                                           •    Google Places
 •      Google+       •      So.cl                                             •    Quora
 •      YouTube       •      Reddit                                            •    Formspring
 •      Pinterest     •      StumbleUpon                                       •    Slideshare
 •      MySpace       •      Yammer
 July 27, 2012      Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.                   11
You May be Looking at it all Wrong




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   12
SEO and Social Media
Explained Simply for
Small (and Large) Businesses

                    Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
How Traditional Word-of-Mouth Works




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   14
How Traditional Word-of-Mouth Works




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   15
How Traditional Word-of-Mouth Works




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   16
How Social Media Works




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   17
How SEO Works




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   18
Why Didn’t Someone Just Say That in the First Place?




 July 27, 2012    Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   19
How to Earn Word-of-Mouth
Buzz Online

                  Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
Offer an Amazing Product




                Example: http://bit.ly/StarWarsDecals
July 27, 2012               Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   21
Any Product can be Amazing




Visit: http://www.rasmussen.edu/accelerated
July 27, 2012     Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   22
Is Your Product Amazing?




Source: http://www.kissinsights.com/
 July 27, 2012      Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   23
Do Customers Think Your Product is Amazing?




The Internet is kind to great products.
 July 27, 2012       Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   24
Offer an Amazing Service




Book: http://www.deliveringhappiness.com/
July 27, 2012     Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   25
Is Your Service Amazing?




Source: http://www.surveymonkey.com/
 July 27, 2012    Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   26
Do Customers Think Your Service is Amazing?




The Internet often rewards great service.
 July 27, 2012      Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   27
Entertain, Educate, Engage




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   28
11 Tips to Start Online
Word-of-Mouth Marketing

                  Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
1. Locate the Places Where People Talk




 July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   30
2. Claim and Complete Online Identities
                                                                                 • Website
                                                                                 • Blog
                                                                                 • Facebook
                                                                                 • Google+
                                                                                   /Local
                                                                                 • Others?


 July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.                31
3. Use Common Sense to Help People Find You




 July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   32
4. Create and Share Interesting, Helpful Content




 July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   33
5. Pick a Schedule and Commit. Revise as Needed.

 Online Property Frequency                       Action

                                                 Write one 200-800 word article that
 Blog                Weekly
                                                 entertains, educates, or engages customers

                  Facebook: daily                7:2:1 Ratio:
                 Twitter: 2-5x/day               •7 = Other people’s helpful content
 Social Media
                 Google+: weekly                 •2 = Your content
                 Pinterest: weekly               •1 = Your products or service

                                                 Send an email newsletter full of the month’s
 Email               Monthly
                                                 content and send it to customers



 July 27, 2012        Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.             34
6. Ask Your Customers for Their Thoughts




 July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   35
7. Fix What’s Broken




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   36
8. Surprise Your Customers




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   37
9. Then Request Credit Where It’s Due




 July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   38
10. Ask Your Customers for a Review




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   39
11. Engage, Engage, Engage




July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   40
Ok, Now I Just Have to Find the Time




 July 27, 2012   Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.   41

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Online Word-of-Mouth

  • 1. Online Word-of-Mouth Presented by: Josh Braaten of Rasmussen College
  • 2. Who is Josh Braaten? Rasmussen College Sr. Online Marketer @jlbraaten on Twitter July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 2
  • 3. Who is Josh Braaten? ..originally from North Dakota July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 3
  • 4. Small Businesses Know How to Create Word-of-Mouth Buzz Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
  • 5. Some Businesses Have a Knack for Word-of-Mouth Buzz July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 5
  • 6. Amazing Products Create Buzz July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 6
  • 7. Amazing Service Creates Buzz July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 7
  • 8. Entertaining Customers Create Buzz (or Educating/Engaging) July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 8
  • 9. What Does This Have to do with the Web? July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 9
  • 10. Why Does SEO Come Across as Difficult? • Search engine optimization (SEO) theories • Shady SEO agencies with spam tactics • Google’s Pandas and Penguins • Keyword targeting and on-page optimization • 301 redirects and sitemaps.xml • Indexation and robot spiders • Canonicalization of URLs July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 10
  • 11. Why Does Social Media Come Across as Difficult? • Facebook • Ping • Angie’s List • Twitter • Tumblr • Yelp! • LinkedIn • Last.fm • Google Places • Google+ • So.cl • Quora • YouTube • Reddit • Formspring • Pinterest • StumbleUpon • Slideshare • MySpace • Yammer July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 11
  • 12. You May be Looking at it all Wrong July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 12
  • 13. SEO and Social Media Explained Simply for Small (and Large) Businesses Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
  • 14. How Traditional Word-of-Mouth Works July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 14
  • 15. How Traditional Word-of-Mouth Works July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 15
  • 16. How Traditional Word-of-Mouth Works July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 16
  • 17. How Social Media Works July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 17
  • 18. How SEO Works July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 18
  • 19. Why Didn’t Someone Just Say That in the First Place? July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 19
  • 20. How to Earn Word-of-Mouth Buzz Online Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
  • 21. Offer an Amazing Product Example: http://bit.ly/StarWarsDecals July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 21
  • 22. Any Product can be Amazing Visit: http://www.rasmussen.edu/accelerated July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 22
  • 23. Is Your Product Amazing? Source: http://www.kissinsights.com/ July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 23
  • 24. Do Customers Think Your Product is Amazing? The Internet is kind to great products. July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 24
  • 25. Offer an Amazing Service Book: http://www.deliveringhappiness.com/ July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 25
  • 26. Is Your Service Amazing? Source: http://www.surveymonkey.com/ July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 26
  • 27. Do Customers Think Your Service is Amazing? The Internet often rewards great service. July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 27
  • 28. Entertain, Educate, Engage July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 28
  • 29. 11 Tips to Start Online Word-of-Mouth Marketing Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
  • 30. 1. Locate the Places Where People Talk July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 30
  • 31. 2. Claim and Complete Online Identities • Website • Blog • Facebook • Google+ /Local • Others? July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 31
  • 32. 3. Use Common Sense to Help People Find You July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 32
  • 33. 4. Create and Share Interesting, Helpful Content July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 33
  • 34. 5. Pick a Schedule and Commit. Revise as Needed. Online Property Frequency Action Write one 200-800 word article that Blog Weekly entertains, educates, or engages customers Facebook: daily 7:2:1 Ratio: Twitter: 2-5x/day •7 = Other people’s helpful content Social Media Google+: weekly •2 = Your content Pinterest: weekly •1 = Your products or service Send an email newsletter full of the month’s Email Monthly content and send it to customers July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 34
  • 35. 6. Ask Your Customers for Their Thoughts July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 35
  • 36. 7. Fix What’s Broken July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 36
  • 37. 8. Surprise Your Customers July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 37
  • 38. 9. Then Request Credit Where It’s Due July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 38
  • 39. 10. Ask Your Customers for a Review July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 39
  • 40. 11. Engage, Engage, Engage July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 40
  • 41. Ok, Now I Just Have to Find the Time July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 41