Take notice of the latest smartphone application to hit the stage! Released in the U.S approximately 6 weeks ago - and more recently launched in Canada - Facebook Deals aims to connect consumers to discounts offered at nearby businesses. Subsequently, the application also allows businesses to actively insert themselves into their customers’ Facebook conversations.

While the service is limited to iPhone and Android users at the moment, it will eventually be extended to all cell phones. Inevitably,  all small businesses across North America will be able to create a Facebook Deal and actively leverage mobile marketing techniques. This is definitely a tool to keep your eye on as more and more businesses adopt it into their advertising strategy.

How does Facebook Deal Work?

Through the Facebook application, Places, users first identify their location. Facebook Deals then notifies the user of the discounts that are available in the immediate vicinity.

Facebook Deals are only delivered to Facebook users who have indicated they “like” a particular business. They can then pass the deal on to their friends, thereby creating online word-of-mouth promotion for the company.

Several major retailers have already jumped onboard this mobile marketing strategy, some of which include Indigo, Telus, and H&M. It’s only a matter of time until small businesses also start to create their own Facebook Deals.  Stay tuned for more developments on this exciting new mobile marketing tool.

Online reputation management involves managing the search engine results and protecting your company’s brand reputation from negative exposure online. This is very crucial since buying decisions are influenced by what is found on the web. Simply, an ORM strategy combines traditional marketing and public relations with search engine marketing.

Visibility and high rankings for good publicity are the ultimate goals, which will in turn push bad publicity down the search engine listings and out of public view. Keep in mind that online searchers rarely view more than 2 pages of search engine results for any search. Online reputation management enables you to protect and manage your reputation and brand from becoming actively involved in the outcome of negative publicity online.

Why is ORM Important for Businesses in Today’s Environment
As discussed, consumers use search engines to gather information. When they undertake a search for your company name or brand, your hope is that your own website is high up on the search results list. If your company name appears in the top 10 lists, hopefully your customers won’t be distracted by the other 9 listings.

Online customers searching for your company name will often look at all results provided not only your business website, but by review sites, discussion forums, etc. When their eyes skim down the list, what stands out about your company? Is it all good, relevant, up-to-date information? Are there any negative listings saying bad things about your brand or company? Are there sites with outdated information about your brand in the list? What are people saying about you on industry forums and blogs? People looking for your company in the search engine results will scan all this information.

People from all walks of life use search engines to research and gather information, so that they can make informative decisions. If the information they come across during a search relating to your brand is adverse, it can affect the decisions they make. Negative information can ultimately lead to problems in many areas including sales, investor relations, recruitment, financials, image and reputation. In other words – damage to your brand.

There are essentially three conversations taking place online today.  All three of these conversations should be addressed as part of your digital marketing strategy. The conversations are:

1. SEARCH – Consumers SEARCH online.
2. SURF – Consumers SURF online.
   
3. SOCIAL – Consumers SOCIALize online.
   

SEARCH represents a Consumer to Business Conversation. SEARCH is the #1 resource consumers use when looking for a local business.  Consumers have a specific need and are initiating the process with businesses. People only spend around 5% of their online time doing SEARCH. However, these consumers are looking for information, product, businesses, etc.  Having visibility online at this stage is critical for local businesses and the return is high.  If you own a local business, it is now critical that you’re being found in search.  Here are three simple to ask yourself? If you cannot answer YES to all three, then you should quickly address any deficiencies.

• Do you have a professional web design that is setup to convert / sell?
• Are you being found for your key services and product?
• Are you measuring your results and return so that you can continually improve them?

SURF represents a Business to Consumer conversation. SURF is often overlooked even though consumers spend more than 40% of their time online SURFING.  Many people today use the internet as their primary source of news and entertainment. The opportunity for businesses is to create awareness of your brand so your business will be the one they remember when they are ready to buy. Display advertising can be a cost effective method of brand advertising. The return is more difficult to measure but the intent is to be where the eyeballs are online.  And yes, you can target display advertising locally.

SOCIAL represents a Consumer to Consumer conversation. SOCIAL Media is a very important method of marketing, sales and branding for many businesses. It does work, and is a communications medium that should not be ignored. Consumers give and get referrals through online conversations and reviews on tons of social sites like Yelp!, Google Places, City Search, Merchant Circle,  Trip Advisor and more.  Some simple objectives with SOCIAL should be to leverage social sites to promote your online referrals, create brand awareness and manage your online reputation.  A simple way to measure your return and progress is through customer reviews and referrals.

So what?  Where do you start?

The simple answer is — your website. I know that sounds obvious but I see too many businesses getting caught up in the euphoria of SOCIAL media while they neglect SEARCH and SURF. Your website is your storefront and often the first thing consumers see about you. You should absolutely have a strong web presence and be found for consumers doing SEARCH.  These consumers have a need and are looking for a solution. The return on investment is very measurable and generally much stronger than SURF and SOCIAL.

Once you have your web presence in order, then you can address the SURF and SOCIAL as part of your overall digital marketing strategy.