Social Media, Search and Digital Asset Optimization

© 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

© 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:

© Advanced Media Productions AdvMediaProductions.com Local Search
“ Triggered” by Search Queries with a Local
Intent
Organic or Algorithmic and PPC

© 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:

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:

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

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:

© 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

Users are already in the buying cycle
Branding
Long-tail Keywords
Search and Social Media: Why Search?

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

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

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?

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

© 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

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

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

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

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

Set-up a Twitter Account © Advanced Media Productions AdvMediaProductions.com
Personal Account, Business Account or Both
Choosing a name (Twitter Handle)
Customize/Personalize

Twitter Custom Profile © Advanced Media Productions AdvMediaProductions.com Search and Social Media:

Twitter Components (Home Page) © Advanced Media Productions AdvMediaProductions.com
Updates
Follow/Followers
Unfollow
@Replies
#Hashtag
Direct Messaging (DM)
Retweets (RT)
Native Retweets
Link Shortening

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

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)

Twitter “Tweets” © Advanced Media Productions AdvMediaProductions.com Direct tweet Retweet (RT) / Native Retweet General tweet (with shortened URL) Search and Social Media:

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

© 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

© 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

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)

Twitter Business Examples: Comcast (Cust. Support) © Advanced Media Productions AdvMediaProductions.com Search and Social Media:

Twitter Business Examples: JetBlue (Branding) © Advanced Media Productions AdvMediaProductions.com Search and Social Media:

Business Profiles
Communication and Messaging
Channels
Social Community and “Friend”
Network Participation
Social Networking Site Building Blocks Search and Social Media:

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:

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:

© 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:

© 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

© 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

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

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Social Media, Search and Digital Asset Optimization

by Advanced Media Productions on May 27, 2010

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Social Media, Search and Digital Asset Optimization — Presentation Transcript