Social Media, Search and Digital Asset Optimization
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Recent advancements in online social networking, social search and real-time search guarantee that the world of search and online marketing will change forever. This was not apparent when Facebook, ...

Recent advancements in online social networking, social search and real-time search guarantee that the world of search and online marketing will change forever. This was not apparent when Facebook, Twitter, Google Buzz, YouTube, LinkedIn and other ‘social media' sites first emerged. But when search marketers realized they could influence organic search results by optimizing social media site content and pushing it into top positions of the search results they embraced it.

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Social Media, Search and Digital Asset Optimization Presentation Transcript

  • 1. © Advanced Media Productions AdvMediaProductions.com Social Media, Search and Digital Asset Optimization Louise Rijk Vice President of Marketing and Sales Advanced Media Productions
  • 2. © Advanced Media Productions AdvMediaProductions.com Agenda 1. Search Marketing 2. The Buying Cycle 3. Intro to Social Media 4. Facebook & Twitter Search and Social Media:
  • 3. © Advanced Media Productions AdvMediaProductions.com Search Marketing Part I Search and Social Media:
  • 4. © 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 Web/Universal Search Mobile Search Organic Image Search Shopping Comparison Search Organic Video Search Paid Search Components of Internet Marketing Search and Social Media: Real-time Search Social Search
  • 5. © Advanced Media Productions AdvMediaProductions.com “ Types” of Search
    • - Traditional Organic or Algorithmic Search
    • - Blended search/Universal, personalized and local search
    • - Vertical Organic Search
    • - Image search, video search, shopping search, news search, blog search
    • Organic Real-time Search
        • Twitter Search
    • - Social Search
        • Aardvark, ChaCha, Manalo
    • - Paid Search
    • - National and local PPC – Yahoo! Search Marketing, Google AdWords and Microsoft AdCenter
    • - Tag Advertising (Google Places)
    Search and Social Media:
  • 6. © Advanced Media Productions AdvMediaProductions.com Universal Search Image Results Organic Web Results News Results Search and Social Media:
  • 7. © Advanced Media Productions AdvMediaProductions.com Image Search Image Results Search and Social Media:
  • 8. © Advanced Media Productions AdvMediaProductions.com Video Search YouTube Results Crawled Results Google Crawled Video Search and Social Media:
  • 9. © Advanced Media Productions AdvMediaProductions.com Shopping Search Shopping Results Search and Social Media:
  • 10. © Advanced Media Productions AdvMediaProductions.com Social Search Search and Social Media:
  • 11. © Advanced Media Productions AdvMediaProductions.com Organic Real-time Search Twitter Search Search and Social Media:
  • 12. © Advanced Media Productions AdvMediaProductions.com Organic Real-time Search Real-time Google Search Real-time Results Search and Social Media:
  • 13. © Advanced Media Productions AdvMediaProductions.com Local Search
    • “ Triggered” by Search Queries with a Local
    • Intent
    • Organic or Algorithmic and PPC
    Search and Social Media:
  • 14. © Advanced Media Productions AdvMediaProductions.com Google – Local Organic Web Results (10-box) Local 10-Box Results Local Organic Web Results Search and Social Media:
  • 15. © Advanced Media Productions AdvMediaProductions.com Google – Local Web Results Results Without Geographic Modifier Local 10-Box Search and Social Media:
  • 16. © Advanced Media Productions AdvMediaProductions.com Organic Local Search Results Google – Local Organic Map Results Search and Social Media:
  • 17. © Advanced Media Productions AdvMediaProductions.com Google – Local Organic Map Results (Infobox) Organic Results (Infobox) No Link Search and Social Media:
  • 18. © Advanced Media Productions AdvMediaProductions.com
    • How To Optimize for Google Maps Organic Listings
      • Presence of a Business Profile/Listing at the Google Local
      • Business Center
      • Relevant locality and neighborhood keywords in the business
      • name and copy of the local business listing
      • Proximity of the business location to the city and/or center of
      • the city
      • Positive reviews and the numbers of reviews
      • Number of “local” links pointing to the web site
      • Overall web site organic search engine optimization status
    Google – Local Organic Map Results Search and Social Media:
  • 19. Mobile Search
    • - “On-Deck” and “Off-Deck” Search Services
      • - Built-in the Carrier Search (Yahoo, Bing [Verizon], Google)
      • - Web Access (Browser – Google, Yahoo, Bing, others)
    © Advanced Media Productions AdvMediaProductions.com Search and Social Media:
  • 20. Search Term Google News Results Sponsored Search Results Google Map Results Sponsored Search Results Google Map Results © Advanced Media Productions AdvMediaProductions.com Search and Social Media: Search & Mobile Search Marketing
  • 21. © Advanced Media Productions AdvMediaProductions.com Shopping Results PPC Results Google – PPC Search Search and Social Media:
  • 22. © Advanced Media Productions AdvMediaProductions.com Google – PPC Search Expanded Plus Box Results Normal PPC Results Google AdWords Product Plusbox (Beta) Plus Box Expanded Search and Social Media:
  • 23. © Advanced Media Productions AdvMediaProductions.com Google - PPC Local Business Ads PPC Local Business Ad Search and Social Media:
  • 24. © Advanced Media Productions AdvMediaProductions.com PPC Business Ad (Infobox) Link to Site Google - PPC Local Business Ads (Infobox) Search and Social Media:
  • 25. © Advanced Media Productions AdvMediaProductions.com
    • Local Business Ads
    • How to Start a Local Business Ad Campaign
      • Establish a Business Profile/Listing at Google Places
      • Set-up a Google Adwords Local Business Ad Campaign at Google Adwords
    Google - PPC Local Business Ads Search and Social Media:
  • 26. © Advanced Media Productions AdvMediaProductions.com The Buying Cycle Part II Search and Social Media:
  • 27. © Advanced Media Productions AdvMediaProductions.com Pre Beginning Middle End Spread Awareness Familiarity Consideration Purchase Advocacy Need Search Choices Call to Action Buzz Buying Cycle Internet Need Sales Time Search and Social Media: 5 Customer Evolution Steps
  • 28. © Advanced Media Productions AdvMediaProductions.com
    • Users are already in the buying cycle
    • Branding
    • Long-tail Keywords
    Search and Social Media: Why Search?
  • 29. © Advanced Media Productions AdvMediaProductions.com Pre Beginning Middle End Spread Awareness Familiarity Consideration Purchase Advocacy Need Search Choices Call to Action Buzz Buying Cycle Internet Need Sales Time Search and Social Media: 5 Customer Evolution Steps
  • 30. © Advanced Media Productions AdvMediaProductions.com 1. Research and assign value 2. Selection and exclusion 3. Refine the list Search and Social Media: Keywords
  • 31. © Advanced Media Productions AdvMediaProductions.com
      • Google AdWords Keyword Tool
      • - Generates ideas based on user input
      • - Scans a pre-existing site for related keywords
      • Google Search-based Keyword Tool
      • - Ability to sign-in and add directly to AdWords
      • - Based on actual search queries
      • WordTracker
      • - Generates ideas based on user input
      • - 3rd party
      • SpyFu
      • - “Spy” on your competition
      • - Access to advertising spend information
    Search and Social Media: Keyword Tools
  • 32. © Advanced Media Productions AdvMediaProductions.com Pre Beginning Middle End Spread Awareness Familiarity Consideration Purchase Advocacy Need Search Choices Call to Action Buzz Buying Cycle Internet Need Sales Time Search and Social Media: 5 Customer Evolution Steps
  • 33. © Advanced Media Productions AdvMediaProductions.com
    • Identify personas (different types of audiences)
    • Set goals
    • What’s the “Marketing Message”?
    • Assign your call-to-action
    • “ Path to Conversion”
    • Report
    • Test, test, test!
    Search and Social Media: Conversion
  • 34. © Advanced Media Productions AdvMediaProductions.com Pre Beginning Middle End Spread Awareness Familiarity Consideration Purchase Advocacy Need Search Choices Call to Action Buzz Buying Cycle Internet Need Sales Time Search and Social Media: 5 Customer Evolution Steps
  • 35. © Advanced Media Productions AdvMediaProductions.com Intro to Social Media Part III Search and Social Media:
  • 36. © Advanced Media Productions AdvMediaProductions.com Search and Social Media: The Return of the Conversation in the Social Order LinkedIn
  • 37. Fragmentation of Media Consumption, More Consumer Control over Media, Declining Consumer Trust, New Internet Technologies © Advanced Media Productions AdvMediaProductions.com Search and Social Media: What is Happening in Marketing?
  • 38. © Advanced Media Productions AdvMediaProductions.com
    • Online Tools/Technologies and Practices to
    • Collaborate on Content, Share Opinions, Insights,
    • Experiences and Media
    • Media: Text, Images, Audio and Video
    • Tools/Technologies: Blogs, Message Boards, Podcasts,
    • Wiki’s, Social Media Networks
    Search and Social Media: Defining Social Media
  • 39. © Advanced Media Productions AdvMediaProductions.com © Advanced Media Productions AdvMediaProductions.com
    • Educate Your Management and Organization About Social Media
    • Set Clear Goals for Measuring Success
    • Be Honest, Disclosure and Be Transparent About Who You Are
    • Engage and Educate. Don’t Try To Promote and Hard Sell
    • Welcome Feedback, Both Positive and Negative
    • Use Rich Media (Video, Audio and Animation)
    Search and Social Media: Tips for Using Social Media
  • 40. © Advanced Media Productions AdvMediaProductions.com
    • MySpace, Facebook (Social Networking)
    • LinkedIn, Plaxo (Business Social Networking)
    • Flickr (Photo Sharing)
    • YouTube (Video Sharing)
    • Digg, Reddit (News Sharing)
    • Del.icio.us (Bookmark Sharing)
    • Twitter (Microblogging)
    • FourSquare, Gowalla (Location-based)
    Search and Social Media: Social Media Applications
  • 41.
    • Web Widgets
    • - Utilities/Entertainment
    • - HTML, Flash & Javascript
    • Copy/Paste on Web Site/Blogs
    • Benefits
    • Brand visibility
    • - Drive web site traffic
    • Brand engagement
    • Data acquisition
    Search and Social Media: Web Widgets/Social Network Applications
  • 42. © Advanced Media Productions AdvMediaProductions.com
    • Social Network Application
    • - Utilities/Entertainment
    • - “Lives” inside a social network
    • Based on Facebook or MySpace/OpenSocial
    • development platform
    • Benefits
    • Viral brand visibility within established friend
    • relationship
    • - Large reach and deep brand engagement
    • - Generates web site traffic
    Search and Social Media: Web Widgets/Social Network Applications
  • 43. © Advanced Media Productions AdvMediaProductions.com Twitter & Facebook Part IV Search and Social Media:
  • 44. What is Twitter? © Advanced Media Productions AdvMediaProductions.com
    • Free micro-blogging, micro-sharing platform
    • With Twitter you can:
      • Send short 140 character messages (Tweets) from your internet
      • browser, desktop or mobile phone to “Followers”
      • Receive Tweets from individuals you have decided to “Follow”
      • Pass on messages (RT = Retweet) to “Followers” from individuals you
      • have decided to “Follow”
      • Perform a keyword search for Tweets about conversations and events
      • as they are happening
      • Build relationships and engage in knowledge sharing
    Search and Social Media:
  • 45. Set-up a Twitter Account © Advanced Media Productions AdvMediaProductions.com
    • Personal Account, Business Account or Both
    • Choosing a name (Twitter Handle)
    • Customize/Personalize
    Search and Social Media:
  • 46. Twitter Custom Profile © Advanced Media Productions AdvMediaProductions.com Search and Social Media:
  • 47. Twitter Components (Home Page) © Advanced Media Productions AdvMediaProductions.com
    • Updates
    • Follow/Followers
    • Unfollow
    • @Replies
    • #Hashtag
    • Direct Messaging (DM)
    • Retweets (RT)
    • Native Retweets
    • Link Shortening
    Search and Social Media:
  • 48. Tweet Composition © Advanced Media Productions AdvMediaProductions.com
    • Always include a link to a blog post, news article, video
    • or image (25% of all Tweets have links)
    • Do not use up all 140 characters, save about 15
    • characters of space for Retweets
    • Tweet 5 to 8 times a day and space them out
    • throughout the day, if possible
    • Only 15% of tweets should be related to promoting the
    • company, product or services
    • Grow Twitter following slowly but steadily. 100-200
    • per month is a realistic goal for most businesses
    • Write, if possible, keyword-rich tweets
    Search and Social Media:
  • 49. The Art of Retweeting (How-to Retweet) © Advanced Media Productions AdvMediaProductions.com Retweet Format: Retweet: @originalPoster The 5 Best Blog Tips http://is.gd/56f - great tips RT Credit Original Message with Link Comment
    • Only retweet content that is truly interesting and relevant
    • Include additional value or some original thought for your followers
    • Give credit to the source
    • Benefits:
    • Benefits your brand
    • Build relationships with original poster
    • Inspires further conversations
    • Can be shared across multiple social networking sites (e.g. Facebook)
    Search and Social Media:
  • 50. Twitter “Tweets” © Advanced Media Productions AdvMediaProductions.com Direct tweet Retweet (RT) / Native Retweet General tweet (with shortened URL) Search and Social Media:
  • 51. Twitter Tools © Advanced Media Productions AdvMediaProductions.com
    • URL Shorteners: bit.ly, su.pr
    • Desktop Apps: TweetDeck, Twitteriffic, Twhirl
    • Statistics: TweetStats, TwitterCounter
    • Mobile: Twitterberry (Blackberry), Twitterfon,
    • Tweetie (iPhone)
    • Search: Twellow, MrTweet, Twubble
    • Monitoring and Analysis: Radian6, Sysomos,
    • Viralheat
    Search and Social Media:
  • 52. © Advanced Media Productions AdvMediaProductions.com Twitter for Online Marketing and Customer Service
    • Twitter as an Online Marketing Tool
      • Increases brand visibility
      • Establishes authority & “thought leadership”
      • Generates online and offline WOM
      • Promotes discounts, coupons and deals for
      • products and services
    Search and Social Media:
  • 53. © Advanced Media Productions AdvMediaProductions.com Twitter for Online Marketing and Customer Service
    • Twitter as a Customer Service Tool
      • Product research and feedback through polling of
      • “ follower” network
      • Quick problem solving – Builds customer loyalty
      • and enhances brand image
    Search and Social Media:
  • 54. Twitter Business Goals © Advanced Media Productions AdvMediaProductions.com
    • Connect with customers and build customer
    • loyalty
    • Increase brand visibility
    • Generate leads
    • Promote discounts, coupons and deals
    • for products and services
    • Customer service – quick problem solving
    • Generate web site or blog traffic
    • (from links in Tweets)
    Search and Social Media:
  • 55. Twitter Business Examples: Dell (Sales) © Advanced Media Productions AdvMediaProductions.com Search and Social Media:
  • 56. Twitter Business Examples: Comcast (Cust. Support) © Advanced Media Productions AdvMediaProductions.com Search and Social Media:
  • 57. Twitter Business Examples: JetBlue (Branding) © Advanced Media Productions AdvMediaProductions.com Search and Social Media:
  • 58. Twitter Business Examples: Zappos © Advanced Media Productions AdvMediaProductions.com Search and Social Media:
  • 59. © Advanced Media Productions AdvMediaProductions.com
    • Business Profiles
    • Communication and Messaging
    • Channels
    • Social Community and “Friend”
    • Network Participation
    Social Networking Site Building Blocks Search and Social Media:
  • 60. © Advanced Media Productions AdvMediaProductions.com
    • Facebook Profile
      • Landing page for friends to engage with your identity/brand
      • Personal info, work info, photos
    • Facebook Page
      • Page for businesses to establish a brand within Facebook
      • Business content (text, images, video), Facebook applications
    • Facebook Group
      • Build community around a brand or company
      • Central place for customers, partners and Fans to participate in
      • conversations about a brand
    Facebook Viral Marketing “Tools” Search and Social Media:
  • 61. © Advanced Media Productions AdvMediaProductions.com Mini-Feed Ads Wall Post Status Update Facebook Profile Search and Social Media:
  • 62. © Advanced Media Productions AdvMediaProductions.com Facebook Page Search and Social Media:
  • 63. © Advanced Media Productions AdvMediaProductions.com Facebook Group Search and Social Media:
  • 64. © Advanced Media Productions AdvMediaProductions.com
    • Share/Post on the Facebook Profile
    • Encourage friends and profile visitors to visit the Facebook Page
    • Create Events within the Facebook Page
    • When fans RSVP, their friends will see the response in their Newsfeed
    • Post Messages in Related Facebook Groups
    • Email the Facebook Page URL to Your Mailing List
    • Can be used to invite contact to become “Fans”
    • Purchase Social Ads to Promote the Facebook Page
    Promoting the Facebook Page Search and Social Media:
  • 65. © Advanced Media Productions AdvMediaProductions.com - Update frequently; keep it relevant and keep yourself on the “ new stuff” screen of friends - Play with privacy settings to control what friends, co- workers and people you don’t know can see about you - Friending – Briefly explain who you are and why you are requesting a new friendship/connection - Friending – Check out profiles or ask for clarification before accepting someone else’s request Profile Maintenance, Contact and Content Updates Search and Social Media:
  • 66. © Advanced Media Productions AdvMediaProductions.com Digital Asset Optimization – Hosted Content Google Crawl Search and Social Media: Web Site Hosted Video Podcasts Blogs Press Releases White Papers (PDF) Google Search Engine Images
  • 67. © 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) LinkedIn Profile Facebook Page Twitter Tweets Search and Social Media: Posting
  • 68. Advanced Media Productions (@AdvancedMedia) 888-755-5151 x17 www.AdvMediaProductions.com © Advanced Media Productions AdvMediaProductions.com Thank You! Search and Social Media: Kenny Leenhouts [email_address] Manager of SEO and Social Media Louise Rijk [email_address] Vice President of Sales and Marketing