The project was focused on bringing the local YMCA in Knoxville into compliance with the national re-branding of the Y and creating a website that was easy for members and non-members alike to find the information that was most important to them.

The project includes:

• Website re-design
• Branded social networking and social media
  • Facebook, Twitter, YouTube
  • Custom Facebook page
• Search engine optimization
• List building & marketing
• Newsletter design

Website: http://www.ymcaknoxville.org

For the record and to their credit, the YMCA was an incredible organization to work with. They know their members and had concrete ideas how they could serve them better through this project.

Being a new company, Rapid Response wanted to ensure their services were showcased professionally on the web and social networks alike. Their project was divided into several phases, the first being an engaging website to showcase their work and, subsequently, a social media presence.

The project includes:

• Website design
• Content management system
• Social networking and social media (Facebook, Twitter, YouTube)
• Local search
• Search engine optimization

Website: http://www.rapidresponsetn.com

Rapid Response restoration services - Maryville & Knoxville, TN

Realty III offers premier realty services in Alcoa, Townsend, Friendsville, Louisville, Walland, Greenback, Seymour, Vonore, Loudon County, Monroe County, Blount County and Knoxville, TN.

Projects include:

• Web design (several iterations)
• Multiple websites
• MLS integration
• Custom form integration
• Google Places & other local business search engines
• Local search
• Search engine optimization
• Groupware service setup

Website: http://www.realtyiii.com

Why? Social media and social networking are here to stay (in some form or another) for a very long time. Millions of people are on Facebook, Twitter, LinkedIn and other websites every day. Your neighbors on there, your potential customers are there and your competition is there.

Using social networking for business is not rocket science, nor does it need to eat up all your free time. However, it does need to be done properly, you need to be dedicated and, more importantly, you need a plan with specific goals. That is where most people fail… in the planning. Here is some of the info I gave them.

Social networking/media is about them, not you.

I can’t say this enough and this is where the majority of mistakes in social media marketing are made by companies. Currently, the state of social networking is information consumption and sharing (by them). This is going to be the trend for a while and if you are going to utilize it to grow your business, you’re going to have to follow this rule. The true success stories in social media for business (and, there are lots of them) are the companies who get this..

Be the benevolent expert

You want to set yourself up as being an expert; someone who has the pulse of what is going on. You want to be seen as a giver, not a taker. (Again, them, not you.) You share so much, give so much of your time making sure your community has the most relevant information, the best support, the latest info… you’re a great guy (company) and not motivated by making money. You want to see them succeed!.

This is how you come to be trusted. Keep it up and this is how you will come to be the company they think of when they want to buy what you sell.

The art of aggregation – Finding and sharing information that your customers (or potential customers) will find value in is the secret. For you (and I would not know everything about what motivates your desired client), it could be information about your particular industry, policy or regulations, design inspiration or any other number of topics. However, as you get submersed in the online culture, it won’t take you long to figure out what people are interested in.

Good rule of thumb: help, inform, advise, share, etc. most of the time; market little. Keep your marketing messages from being too long AND incorporate marketing into shared media (articles, videos, podcasts, etc.). For instance, posting a link on Facebook to an article on your website about using X widget vs. Y widget, with an insert that’s a blurb about the new Z widget (which is 33% better than the other two) and Buy Now!. You get my point.

Commit to the long haul

Social media will not pay in a week or a month. It is a long-term commitment. It will require time, money and resources. If you execute well and stick to it, it will pay off.

Control the message

If you start correctly and work it correctly, social networking will blossom for your company. You’re going to have to have rigid policy about the use of social networking for business. I would actually suggest that you take a two-prong approach to social networking.

• First, set policies about representing the company and control the messaging. (Of course, your people have to be human online. So, not too rigid.)  You need to decide upon what the company goals are (tangible and intangible), build a plan, control the message and execute. One great way to do this is by setting up a volunteer committee to help with the direction, measure effectiveness and oversee execution. (With you at the head, of course.)
• Second, I would suggest a company policy on social networking. (You can find a ton of information on Social Media Governance as well as policy examples. You can also find a lot of information on Google.) Responsible companies do this to set realistic expectations for employees.

Use the right social sites

• Do a little research to find out where your potential clients may be.
• Create your accounts and do some research about your potential community. Find out what people find interesting (you’ll know by what the most ‘followed’ people share and what people re-share.) Start building a process to aggregate this kind of content so you can share it.
• Research how people are sharing their ‘benevolent’ information vs. marketing information.
• Do some research about setting up your social networking accounts/pages for the best results. (I.e. Twitter backgrounds & profiles; Facebook profiles, business pages & custom tabs; LinkedIn profiles.)
• Start in a staggered way if only one person is doing the work. Facebook profile & business page, YouTube, Twitter and LinkedIn profiles. However, I would suggest that you tag-team it with a few people. Have one person do the Facebook page (with several employees promoting the Facebook page & the information shared to drive traffic), one do Twitter and at least key business people on LinkedIn.

Keep in mind that his has to be a plan that can be maintained or you will not get the desired results from your effort!

Earn your network, don’t buy it

Buying (or otherwise enticing) ‘Likes’, following or ‘friending’ is like offering bribes; don’t do it. Earn their follow by being relevant (helpful) to people. However, please special pricing, discounts or other benefits for those that are in your social networks. Oh, and it won’t hurt to ask people to ‘Like’ your page… just don’t ask all the time.

Build a community right and find your zealots

As you build your community online, you are looking for those few people who are absolutely in love with your company. These zealots will not only help you spread your messages, they will be your champions. Take REALLY GOOD CARE of these people. They will provide you opportunities and inroads you would otherwise not have. Don’t pay them to be your champion, but reward them for it.  Promote them, feature their articles on your website, share what they share, send them special samples, give them bonuses without telling anyone. You get my point.

In closing… I try to counsel all of my clients how to leverage social networking properly for their organization. You can read this article I wrote on using social networking for senior-focused small businesses that might provide a little more insight.

Lunar Blue Studio is a brand new 3D motion graphics and animation company in Knoxville, TN. Their project is divided into several phases, the first being an engaging website to showcase their work and, subsequently, a social media presence and lead generation efforts.

The project includes:

• Social networking and social media (Facebook, Twitter, LinkedIn, Vimeo)
• Local search
• Professional networking
• Search engine optimization
• List building & marketing

Website: http://www.lunarbluestudio.com

I’d like to thank them for allowing me to assist them with this task.

The project consists of a new website design, custom Facebook fan page and a re-designed newsletter. I will also be consulting with them on using Facebook, Twitter and their newsletter to reach more people in the Knoxville community with their important message and services.

Stay tuned for more information.

I’m an information geek. I make no apologies for it; I just love to read, especially material written on topics I’m interested in by people a lot more intelligent than I am. I find a lot of it online, too. It takes some sifting, but it is generally worth the effort. This is article on Heather Rast’ blog is no exception.

For all you small business owners out there looking to get a bigger piece of your local pie or distinguish yourself from your competition, this information is for you. It is a list of posts on predictions and trends for 2010. And, it is a really good list. There are ideas in the posts she links to that you can use; to be better, work smarter or stay ahead of the curve.

Generally, I try to break out a few concepts for articles I share. This is an exception. If you’re hungry and want to find some really good information that can help your business, go to the posts she mentions in this piece. Dig in. Learn. Ask question. You can even ask them here, if you like. Just ask them.

And, I would be amiss if I didn’t tell you to subscribe to Heather’s blog while you’re there. Read it often and thoroughly. She’s someone to pay attention to.

RSS: http://insightsandingenuity.com/feed/

But (and, there always is one), I’m optimistic. These tough times can be an opportunity if we take it. To reinvent, fine-tune or rebuild. In tough times, we should be assessing what we’re doing. Is it being done right? Could it be better? What else could be done? Add new (and/or complimentary) services or products? Streamline a process? There is always room for improvement, for sure.

Where do you start? How about thinking differently about your business?

You’ve heard it said you have to ‘think outside the box’ to be really successful. I guess that’s true, in a sense. I happen to think that one of the things that makes a person become an entreprenuer is that he/she does that to an extent anyway. As a small business owner, you’ve probably had thoughts that went something like:

“We need a better [insert mousetrap descriptor here].”

“This shouldn’t be that hard. It needs to be fixed.”

“Wouldn’t it be great if people could ….”

Most of us have been there.

It’s easy to say you’re going to take off the ole’ rose colored glasses and think differently about something. In reality, though, it is hard for us to change our way of thinking that easily. You need perspective and to get the proverbial creative juices flowing.

So, let’s get that engine started and the wheels turning.

The slideshow below was posted by Seth Godin in December of last year. It’s a compilation of ideas from people about what matters now to people. Does it hold the answer for your particular problem? Perhaps. More importantly, though, it’s a selection of fresh ideas and new ways of considering things. So, go through it all and really think about each one as a singular unit, not just how it might pertain to your situation. Remember, the idea is to get your brain geared up. Big picture ideas to instigate creative thought on singular issues.
(If it is too small, just click ‘full screen’ in the top-middle.)

What Matters Now

If you’re struggling to keep up with everything or feeling a little exasperated with the state of things, maybe a fresh perspective could help get you back in the game.

Take a look at this article by Stacy Karacostas, which offers some insight on What Highly-Successful Small Business Owners Are Doing That You Can Do To.

Lewis Howes gives provides insight into the things that matter and some great pointers in this video about social media for business.

Thanks to the king of startups for posting this.

“National Geographic writer and explorer Dan Buettner studies the world’s longest-lived peoples, distilling their secrets into a single plan for health and long life.”
~ from the TED.org description

I’ve actually circulated this video around to a group of people and their reactions are interesting. The most surprising thing about their reactions is that the steps he outlines were not what people were expecting.

The video is about 20 minutes, but well worth the time.

I really respect Steve as a person. He has proven to be knowledgeable and trustworthy. He’s also incredibly intelligent, creative and has good business sense. (Full disclosure: Steve didn’t/won’t pay me a cent for that or anything else I say in this post.) I say all of that because I have first-hand knowledge about Steve and he’s shown me his mettle.

All the Little Things is  the Cliff Notes version of building a startup; it’s the important things you’re going to need to know if you’re going to pass. (And, by pass, I mean build it until you get the payoff…whatever that is for you.)

All the Little Things is a book for entrepreneurs about how to build, launch and make money from a successful web project. It could be an application, a website or a blog; it doesn’t matter. Steve tears away a lot of what keeps people from succeeding with their project and gives you what you need to know to come out of the gate running.

Like everything almost everything else in life, your success depends on your plan. Your plan depends on your knowledge.  That’s where All the Little Thingscomes in.

All the Little Things Rocks

Yes, I said, “rocks.” (And, it does.) This little gem (no pun intended) glitters from the minute you start reading it. It is chock full of common sense steps you can take to increase the chance of your project survives, and yes, dare I say flourish?

The real beauty of this book is that it isn’t filled with the swill that so many “experts” pawn. If you’re looking for meat and potatoes, chows on.

So, what did I get out of it?

No matter what you’re building, the steps are essentially the same. It’s not enough to plan; you have to plan for the right things. Making money is an awesome idea, but creating something that solves a problem will get you there. Ideas are a dime a dozen; my grandma has good ideas. I am not my target market. Entrepreneurs are not made out of the same things as other folk.

If you are in a young startup or are have the next Google killer bouncing around in your head, do yourself a favor and read this book.

I highly encourage you to buy a copy of Steve’s book. Not because it can change the course of your business (which it can) or because it can change some of how you think about your project (which it will), but because good work deserves recognition. If you read the book, you will see Steve has put an incredible amount of time, effort and himself into it. He has also unselfishly put the book up online for you to read.

The moments when real opportunity presents itself for our benefit are rare. Don’t let this one pass you by.

Acres of Diamonds – Russell Conwell’s short work on life, success, money and priorities. Simple and challenging.

The Seven Laws of User Interface Design – Yeah, I know, it sounds boring. If you’re interested in knowing what will make your website more usable, you need to read this.

Ten Things You Didn’t Know About Facebook- This link from someone I really respect. Perhaps for those who are a little more web savvy, but good information for those interested in leveraging social networking websites to increase their exposure online. And, yes, you can even use Facebook (and other social sites) to find more local customers. Really!

What Question Does Your Product Answer? – Even though this article is speaking about Internet startups, the information is a good read for any small business owner.

That’s quite a bit for now. If you like reading these little gems, make sure you let me know.

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What are your thoughts? Post a comment and let’s talk.

Do you have questions about what how you can leverage the Internet to improve your customer experience and boost your company’s performance? Just ask.

The site is specifically geared towards Baby Boomers caring for their elderly parents and people looking to prepare themselves to age in place.

Related, if you or your company provide products or services to the elderly or their family caregivers, consider submitting an article or contact us there to discuss any ideas you may have for contributing to the site.

I appreciate the emails I’ve gotten lately from readers who have wondered what’s happened to me.  My apologies for the absense … this project really tapped me for a while.