© Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing...
© Advanced Media Productions AdvMediaProductions.com Agenda Local Search Marketing, Online Advertising and Social Media Ma...
© Advanced Media Productions AdvMediaProductions.com E-Mail  Marketing Search Engine Marketing Affiliate  Marketing Websit...
Search Ad Revenue Share 2008 © Advanced Media Productions AdvMediaProductions.com Source: IAB 2008 Internet Advertising Re...
© Advanced Media Productions AdvMediaProductions.com “ Types” of Search <ul><li>- Organic or Algorithmic Web Search </li><...
© Advanced Media Productions AdvMediaProductions.com Universal Search Image Results Organic Web Results News Results Local...
© Advanced Media Productions AdvMediaProductions.com Image Search Image Results Local Search Marketing, Online Advertising...
© Advanced Media Productions AdvMediaProductions.com Video Search YouTube Results Crawled Results Google Crawled Video Loc...
© Advanced Media Productions AdvMediaProductions.com Shopping Search Shopping Results Local Search Marketing, Online Adver...
© Advanced Media Productions AdvMediaProductions.com Organic Real-time Search Twitter Conversations As They Are Happening ...
Mobile Search <ul><li>- “On-Deck” and “Off-Deck” Search Services </li></ul><ul><ul><li>- Built-in the carrier service </li...
Organic Mobile Search Mobile Web Search Results Mobile Local Search Results © Advanced Media Productions AdvMediaProductio...
© Advanced Media Productions AdvMediaProductions.com Shopping Results PPC Results Google – PPC Search Local Search Marketi...
© Advanced Media Productions AdvMediaProductions.com Google – PPC Search Expanded Plus Box Results Normal PPC Results Goog...
Google Mobile PPC Search <ul><li>SmartPhones </li></ul><ul><ul><li>Render Google PPC campaigns as they appear  </li></ul><...
Local Search © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Me...
© Advanced Media Productions AdvMediaProductions.com Local Search <ul><li>“ Triggered” by Search Queries with a Local  </l...
© Advanced Media Productions AdvMediaProductions.com Google – Local Organic Web Results (10-box) Local 10-Box Results Loca...
© Advanced Media Productions AdvMediaProductions.com Google – Local Web Results Results Without Geographic Modifier Local ...
© Advanced Media Productions AdvMediaProductions.com Organic Local Search Results Google – Local Organic Map Results Local...
© Advanced Media Productions AdvMediaProductions.com Google – Local Organic Map Results (Infobox) Organic Results (Infobox...
© Advanced Media Productions AdvMediaProductions.com <ul><li>How To Optimize for Google Maps Organic Listings </li></ul><u...
© Advanced Media Productions AdvMediaProductions.com Google - PPC Local Business Ads PPC Local Business Ad Local Search Ma...
© Advanced Media Productions AdvMediaProductions.com PPC Business Ad (Infobox) Link to Site Google - PPC Local Business Ad...
© Advanced Media Productions AdvMediaProductions.com <ul><li>Local Business Ads </li></ul><ul><li>How to Start a Local Bus...
© Advanced Media Productions AdvMediaProductions.com Google - Local Organic Web Results (10-box) 10-Box Results Organic We...
© Advanced Media Productions AdvMediaProductions.com Google - Local Organic Web Results <ul><li>Local 10-box </li></ul><ul...
Social Media Marketing © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and...
© Advanced Media Productions AdvMediaProductions.com The Return of Conversation in the Social Order Local Search Marketing...
<ul><li>Online Tools/Technologies and Practices to  </li></ul><ul><li>Collaborate on Content, Share Opinions, Insights,  <...
© Advanced Media Productions AdvMediaProductions.com <ul><li>MySpace, Facebook (Social Networking) </li></ul><ul><li>Linke...
© Advanced Media Productions AdvMediaProductions.com <ul><li>Educate Your Management and Organization About Social Media <...
© Advanced Media Productions AdvMediaProductions.com Social Networking Sites Local Search Marketing, Online Advertising an...
© Advanced Media Productions AdvMediaProductions.com <ul><li>Business Profiles </li></ul><ul><li>Communication and Messagi...
<ul><li>Profile Page </li></ul><ul><ul><li>Landing page for friends to engage with your identity/brand </li></ul></ul><ul>...
Mini-Feed Ads Wall Post Status Update Facebook Profile © Advanced Media Productions AdvMediaProductions.com Local Search M...
Facebook Pages © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social ...
© Advanced Media Productions AdvMediaProductions.com Facebook Groups Local Search Marketing, Online Advertising and Social...
© Advanced Media Productions AdvMediaProductions.com Promoting the Facebook Page <ul><li>Share/Post on the Facebook Profil...
© Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization Local Search Marketing, Online Advertising...
© Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization – Hosted Content Google Crawl Local Search...
© Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization – Posted Content News/Tip Sheets/How To’s ...
What is Twitter? <ul><li>Free micro-blogging platform </li></ul><ul><li>With Twitter You Can: </li></ul><ul><ul><li>Send s...
Twitter “Tweets” © Advanced Media Productions AdvMediaProductions.com Direct tweet Retweet General tweet (with shortened U...
Twitter Custom Profile © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and...
© Advanced Media Productions AdvMediaProductions.com Twitter for Online Marketing and Customer Service <ul><li>Twitter as ...
© Advanced Media Productions AdvMediaProductions.com Twitter for Online Marketing and Customer Service <ul><li>Twitter as ...
Louise Rijk Vice President of Sales and Marketing Advanced Media Productions 888-755-5151 x17 Twitter: @LouiseRijk www.Adv...
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Local Search Marketing, Online Advertising and Social Media Marketing

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This presentation provides in-depth coverage of organic search and search engine optimization, PPC advertising and social media marketing and how it can be effectively used by small businesses to boost online brand visibility, generate viral buzz and web site traffic and drive deeper user engagement. Specific attention is given to the benefits of digital asset optimization and local online marketing with Twitter.

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Local Search Marketing, Online Advertising and Social Media Marketing

  1. 1. © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing Louise Rijk Vice President of Marketing and Sales Advanced Media Productions
  2. 2. © Advanced Media Productions AdvMediaProductions.com Agenda Local Search Marketing, Online Advertising and Social Media Marketing <ul><li>- Components of Internet Marketing </li></ul><ul><li>- Search Ad Revenue Share </li></ul><ul><li>- “Types” of Search </li></ul><ul><li>Web Search </li></ul><ul><li>Vertical Search </li></ul><ul><li>- Local Organic Search </li></ul><ul><li>- Local Paid Search </li></ul><ul><li>- Local Organic Web Results </li></ul><ul><li>- Social Media Marketing </li></ul><ul><li>- Digital Asset Optimization </li></ul>
  3. 3. © Advanced Media Productions AdvMediaProductions.com E-Mail Marketing Search Engine Marketing Affiliate Marketing Website Development & Landing Page Development Online Display Ad & Rich Media Advertising Social Marketing Online Reputation Management Photoshare/ Videoshare Social Networking Social Bookmarking Social News Podcasting/ Videocasting Business Blog Marketing Organic Universal Search PPC/Mobile Search Advertising Organic Image Search Shopping Comparison Search Engines Organic Video Search Other Organic Search Components of Internet Marketing Local Search Marketing, Online Advertising and Social Media Marketing
  4. 4. Search Ad Revenue Share 2008 © Advanced Media Productions AdvMediaProductions.com Source: IAB 2008 Internet Advertising Revenue Report Local Search Marketing, Online Advertising and Social Media Marketing $405 2% Email Marketing $1,683 7% Referrals/Lead Generation $3,174 14% Classified $387 2% <ul><li>Sponsorships </li></ul>$734 3% - Digital video $1,642 7% - Rich media $4,877 21% - Banner ads $7,640 33% Display-related ads $10,546 45% Search 2008 Revenue (In Millions) FY 2008 Share
  5. 5. © Advanced Media Productions AdvMediaProductions.com “ Types” of Search <ul><li>- Organic or Algorithmic Web Search </li></ul><ul><li>- Blended/Universal search, personalized and local search </li></ul><ul><li>- Vertical Organic Search </li></ul><ul><li>- Image search, video search, shopping search, news search, blog search </li></ul><ul><li>- Organic Real-time Search </li></ul><ul><ul><ul><li>Twitter Search </li></ul></ul></ul><ul><li>- Paid Search </li></ul><ul><li>- National and local PPC – Yahoo! Search Marketing, Google AdWords and MSN AdCenter </li></ul><ul><li>- Mobile PPC Search </li></ul>Local Search Marketing, Online Advertising and Social Media Marketing
  6. 6. © Advanced Media Productions AdvMediaProductions.com Universal Search Image Results Organic Web Results News Results Local Search Marketing, Online Advertising and Social Media Marketing
  7. 7. © Advanced Media Productions AdvMediaProductions.com Image Search Image Results Local Search Marketing, Online Advertising and Social Media Marketing
  8. 8. © Advanced Media Productions AdvMediaProductions.com Video Search YouTube Results Crawled Results Google Crawled Video Local Search Marketing, Online Advertising and Social Media Marketing
  9. 9. © Advanced Media Productions AdvMediaProductions.com Shopping Search Shopping Results Local Search Marketing, Online Advertising and Social Media Marketing
  10. 10. © Advanced Media Productions AdvMediaProductions.com Organic Real-time Search Twitter Conversations As They Are Happening Local Search Marketing, Online Advertising and Social Media Marketing
  11. 11. Mobile Search <ul><li>- “On-Deck” and “Off-Deck” Search Services </li></ul><ul><ul><li>- Built-in the carrier service </li></ul></ul><ul><ul><li>- Web Access </li></ul></ul><ul><li>- SMS Text Messaging </li></ul><ul><li>- WAP-enabled Phones </li></ul><ul><ul><li>- Access to specially designed web sites using XHTML and WML mark-up languages </li></ul></ul><ul><li>Smartphones </li></ul><ul><ul><li>- iPhone, T-Mobile G1 </li></ul></ul>© Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing
  12. 12. Organic Mobile Search Mobile Web Search Results Mobile Local Search Results © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing
  13. 13. © Advanced Media Productions AdvMediaProductions.com Shopping Results PPC Results Google – PPC Search Local Search Marketing, Online Advertising and Social Media Marketing
  14. 14. © Advanced Media Productions AdvMediaProductions.com Google – PPC Search Expanded Plus Box Results Normal PPC Results Google AdWords Product Plusbox (Beta) Plus Box Expanded Local Search Marketing, Online Advertising and Social Media Marketing
  15. 15. Google Mobile PPC Search <ul><li>SmartPhones </li></ul><ul><ul><li>Render Google PPC campaigns as they appear </li></ul></ul><ul><ul><li>on the desktop </li></ul></ul><ul><li>WAP Phones </li></ul><ul><ul><li>Require special mobile ad campaign on Google </li></ul></ul>© Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing
  16. 16. Local Search © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing
  17. 17. © Advanced Media Productions AdvMediaProductions.com Local Search <ul><li>“ Triggered” by Search Queries with a Local </li></ul><ul><li>Intent </li></ul><ul><li>Organic or Algorithmic and PPC </li></ul>Local Search Marketing, Online Advertising and Social Media Marketing
  18. 18. © Advanced Media Productions AdvMediaProductions.com Google – Local Organic Web Results (10-box) Local 10-Box Results Local Organic Web Results Local Search Marketing, Online Advertising and Social Media Marketing
  19. 19. © Advanced Media Productions AdvMediaProductions.com Google – Local Web Results Results Without Geographic Modifier Local 10-Box Local Search Marketing, Online Advertising and Social Media Marketing
  20. 20. © Advanced Media Productions AdvMediaProductions.com Organic Local Search Results Google – Local Organic Map Results Local Search Marketing, Online Advertising and Social Media Marketing
  21. 21. © Advanced Media Productions AdvMediaProductions.com Google – Local Organic Map Results (Infobox) Organic Results (Infobox) No Link Local Search Marketing, Online Advertising and Social Media Marketing
  22. 22. © Advanced Media Productions AdvMediaProductions.com <ul><li>How To Optimize for Google Maps Organic Listings </li></ul><ul><ul><li>Presence of a Business Profile/Listing at the Google Local </li></ul></ul><ul><ul><li>Business Center </li></ul></ul><ul><ul><li>Relevant locality and neighborhood keywords in the business </li></ul></ul><ul><ul><li>name and copy of the local business listing </li></ul></ul><ul><ul><li>Proximity of the business location to the city and/or center of </li></ul></ul><ul><ul><li>the city </li></ul></ul><ul><ul><li>Positive reviews and the numbers of reviews </li></ul></ul><ul><ul><li>Number of “local” links pointing to the web site </li></ul></ul><ul><ul><li>Overall web site organic search engine optimization status </li></ul></ul>Google – Local Organic Map Results Local Search Marketing, Online Advertising and Social Media Marketing
  23. 23. © Advanced Media Productions AdvMediaProductions.com Google - PPC Local Business Ads PPC Local Business Ad Local Search Marketing, Online Advertising and Social Media Marketing
  24. 24. © Advanced Media Productions AdvMediaProductions.com PPC Business Ad (Infobox) Link to Site Google - PPC Local Business Ads (Infobox) Local Search Marketing, Online Advertising and Social Media Marketing
  25. 25. © Advanced Media Productions AdvMediaProductions.com <ul><li>Local Business Ads </li></ul><ul><li>How to Start a Local Business Ad Campaign </li></ul><ul><ul><li>Establish a Business Profile/Listing at the Google Local Business Center </li></ul></ul><ul><ul><li>Set-up a Google Adwords Local Business Ad Campaign at Google Adwords </li></ul></ul>Google - PPC Local Business Ads Local Search Marketing, Online Advertising and Social Media Marketing
  26. 26. © Advanced Media Productions AdvMediaProductions.com Google - Local Organic Web Results (10-box) 10-Box Results Organic Web Results Local Search Marketing, Online Advertising and Social Media Marketing
  27. 27. © Advanced Media Productions AdvMediaProductions.com Google - Local Organic Web Results <ul><li>Local 10-box </li></ul><ul><li>How to Optimize for Google Organic Web Search </li></ul><ul><ul><li>Ensure that the web site is “crawlable” </li></ul></ul><ul><ul><li>Optimize web site copy, page titles and meta descriptions with relevant “core” </li></ul></ul><ul><ul><li>keywords and geographic modifiers </li></ul></ul><ul><ul><li>Acquire sufficient local inbound links to boost the web site link popularity </li></ul></ul>Local Search Marketing, Online Advertising and Social Media Marketing
  28. 28. Social Media Marketing © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing
  29. 29. © Advanced Media Productions AdvMediaProductions.com The Return of Conversation in the Social Order Local Search Marketing, Online Advertising and Social Media Marketing LinkedIn
  30. 30. <ul><li>Online Tools/Technologies and Practices to </li></ul><ul><li>Collaborate on Content, Share Opinions, Insights, </li></ul><ul><li>Experiences and Media </li></ul><ul><li>Media: Text, Images, Audio and Video </li></ul><ul><li>Tools/Technologies: Blogs, Message Boards, Podcasts, </li></ul><ul><li>Wiki’s, Social Media Networks </li></ul>Defining Social Media © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing
  31. 31. © Advanced Media Productions AdvMediaProductions.com <ul><li>MySpace, Facebook (Social Networking) </li></ul><ul><li>LinkedIn, Plaxo (Business Social Networking) </li></ul><ul><li>Flickr (Photo Sharing) </li></ul><ul><li>YouTube (Video Sharing) </li></ul><ul><li>Digg, Reddit (News Sharing) </li></ul><ul><li>Del.icio.us (Bookmark Sharing) </li></ul><ul><li>Twitter (Microblogging) </li></ul>Social Media Applications Local Search Marketing, Online Advertising and Social Media Marketing
  32. 32. © Advanced Media Productions AdvMediaProductions.com <ul><li>Educate Your Management and Organization About Social Media </li></ul><ul><li>Set Clear Goals for Measuring Success </li></ul><ul><li>Be Honest, Disclosure and Be Transparent About Who You Are </li></ul><ul><li>Engage and Educate. Don’t Try To Promote and Hard Sell </li></ul><ul><li>Welcome Feedback, Both Positive and Negative </li></ul><ul><li>Use Rich Media (Video, Audio and Animation) </li></ul>Tips for Using Social Media Local Search Marketing, Online Advertising and Social Media Marketing
  33. 33. © Advanced Media Productions AdvMediaProductions.com Social Networking Sites Local Search Marketing, Online Advertising and Social Media Marketing
  34. 34. © Advanced Media Productions AdvMediaProductions.com <ul><li>Business Profiles </li></ul><ul><li>Communication and Messaging </li></ul><ul><li>Channels </li></ul><ul><li>Social Community and “Friend” </li></ul><ul><li>Network Participation </li></ul>Social Networking Site Building Blocks Local Search Marketing, Online Advertising and Social Media Marketing
  35. 35. <ul><li>Profile Page </li></ul><ul><ul><li>Landing page for friends to engage with your identity/brand </li></ul></ul><ul><ul><li>Personal info, work info, photos </li></ul></ul><ul><li>Facebook Page </li></ul><ul><ul><li>Page for businesses to establish a brand within Facebook </li></ul></ul><ul><ul><li>Business content (text, images, video), forum, blog Facebook </li></ul></ul><ul><ul><li>applications </li></ul></ul><ul><li>Facebook Groups </li></ul><ul><ul><li>Build community around a brand or company </li></ul></ul><ul><ul><li>Central place for customers, partners and Fans to participate in </li></ul></ul><ul><ul><li>conversations about a brand </li></ul></ul>Facebook Viral Marketing “Tools” © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing
  36. 36. Mini-Feed Ads Wall Post Status Update Facebook Profile © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing
  37. 37. Facebook Pages © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing
  38. 38. © Advanced Media Productions AdvMediaProductions.com Facebook Groups Local Search Marketing, Online Advertising and Social Media Marketing
  39. 39. © Advanced Media Productions AdvMediaProductions.com Promoting the Facebook Page <ul><li>Share/Post on the Facebook Profile </li></ul><ul><li>Encourage friends and profile visitors to visit the Facebook Page </li></ul><ul><li>Create Events within the Facebook Page </li></ul><ul><li>When fans RSVP, their friends will see the response in their Newsfeed </li></ul><ul><li>Post Messages in Related Facebook Groups </li></ul><ul><li>Email the Facebook Page URL to Your Mailing List </li></ul><ul><li>Can be used to invite contact to become “Fans” </li></ul><ul><li>Purchase Social Ads to Promote the Facebook Page </li></ul>Local Search Marketing, Online Advertising and Social Media Marketing
  40. 40. © Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization Local Search Marketing, Online Advertising and Social Media Marketing
  41. 41. © Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization – Hosted Content Google Crawl Local Search Marketing, Online Advertising and Social Media Marketing Web Site Hosted Video Podcasts Blogs Press Releases White Papers (PDF) Google Search Engine Images
  42. 42. © Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization – Posted Content News/Tip Sheets/How To’s (Digg/StumbleUpon) PowerPoint Presentations (SlideShare.net) Posted Video (Video Sharing – YouTube) Posted Images (Image Sharing – Flickr) Press/News Releases (PR Web, BusinessWire, PRLeap) Local Search Marketing, Online Advertising and Social Media Marketing Posting
  43. 43. What is Twitter? <ul><li>Free micro-blogging platform </li></ul><ul><li>With Twitter You Can: </li></ul><ul><ul><li>Send short 140 character messages (Tweets) from your desktop computer </li></ul></ul><ul><ul><li>or mobile phone to “Followers” </li></ul></ul><ul><ul><li>Receive Tweets from individuals you have decided to “Follow” </li></ul></ul><ul><ul><li>Pass on messages (RT = Retweet) to “Followers” from individuals you have </li></ul></ul><ul><ul><li>decided to “Follow” </li></ul></ul><ul><ul><li>Perform a keyword search for Tweets about conversations and events as </li></ul></ul><ul><ul><li>they are happening </li></ul></ul>© Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing
  44. 44. Twitter “Tweets” © Advanced Media Productions AdvMediaProductions.com Direct tweet Retweet General tweet (with shortened URL) Local Search Marketing, Online Advertising and Social Media Marketing
  45. 45. Twitter Custom Profile © Advanced Media Productions AdvMediaProductions.com Local Search Marketing, Online Advertising and Social Media Marketing
  46. 46. © Advanced Media Productions AdvMediaProductions.com Twitter for Online Marketing and Customer Service <ul><li>Twitter as an Online Marketing Tool </li></ul><ul><ul><li>Increases brand visibility </li></ul></ul><ul><ul><li>Establishes authority & “thought leadership” </li></ul></ul><ul><ul><li>Generates online and offline WOM </li></ul></ul><ul><ul><li>Promotes discounts, coupons and deals for </li></ul></ul><ul><ul><li>products and services </li></ul></ul>Local Search Marketing, Online Advertising and Social Media Marketing
  47. 47. © Advanced Media Productions AdvMediaProductions.com Twitter for Online Marketing and Customer Service <ul><li>Twitter as a Customer Service Tool </li></ul><ul><ul><li>Product research and feedback through polling of </li></ul></ul><ul><ul><li>“ follower” network </li></ul></ul><ul><ul><li>Quick problem solving – Builds customer loyalty </li></ul></ul><ul><ul><li>and enhances brand image </li></ul></ul>Local Search Marketing, Online Advertising and Social Media Marketing
  48. 48. Louise Rijk Vice President of Sales and Marketing Advanced Media Productions 888-755-5151 x17 Twitter: @LouiseRijk www.AdvMediaProductions.com © Advanced Media Productions AdvMediaProductions.com Thank You! Local Search Marketing, Online Advertising and Social Media Marketing
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