Your Web 2.0 Game Plan
Among the many benefits of Web 2.0 applications is the fact you do not have to be a web genius or know a single line of HTML, JavaScript or PHP code to use them. All you have to do is be willing to read and follow a few simple directions. This means you can delegate many Web 2.0-related tasks to your instructors and other staff members — which is a good thing, in so far as the more time and effort you and your staff can put into using these apps to promote your business, the greater the return you will see.
Here is a checklist of the minimum you should be doing to maximize that return:
- Make sure your instructors and trip leaders understand it is their responsibility to bring back as many still images or as much video as possible of the classes, trips and activities they lead. These staff members don’t necessarily need to be capturing these images themselves (and, in fact, the training agencies tend to frown on instructors paying attention to a camera when they should be focusing on the beginning students in their charge). Given the ease of use of modern digital cameras, this task can be delegated to assistants or even to the students themselves.
- Also make sure that the photos and video your staff brings back are uploaded to your store’s image-hosting website (or YouTube) as soon as possible following the event. You can do this yourself or you can train your staff to do it for you. Also make sure an e-mail goes out to all participants telling them where to find these images.
- Similarly, ensure that staff members write up a short description of the activity (i.e., a trip report) and upload it to your blog. Include at least one image from the event and a link to any photos or video in this report.
- Finally, post links to the blog entry and images in Facebook, so that all your “fans” can share in the fun.
Of course, there is more you can do with your blog, Facebook and image-hosting applications than what we outlined here. This is just the minimum you should be doing to turn customers into your best advertising and sales force.
As we said at the beginning, word of mouth remains your store’s most effective sales and promotional tool. Web 2.0 simply provides what the Marines call a force multiplier to help you achieve maximum effectiveness.
The “new” Internet provides ways to connect with customers and become part of their lives in a fashion we could not have imagined even just a few years ago. Don’t let its potential pass you by; you may not be around to regret it.
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