0
Google™ 2011:<br />It’s All About Local!<br />
Google.com<br />ComScore: 61.6%<br />GlobalStats: 90.6% <br />
Google last year <br />Paid Listings<br />Map Listings <br />Organic Listings<br />4<br />
Google now in battle for local<br />U.S. Local Online Ad Spend$15 Billion<br />in 2010 <br />Surpasses Google in ‘time spe...
Strategy 1: new search features<br />So consumers start on Google for local searches<br />Google Preview<br />Google Insta...
Strategy 2: new local properties<br />So consumers stay on Google for local information<br />for DIRECTORIES / REVIEWS<br ...
Strategy 3: new local results<br />So consumers rely on Google for local search info<br />Paid ads<br />Map now top right ...
Strategy 3: new local results<br />So consumers rely on Google for local search info<br />Paid ads<br />Map now top right ...
Strategy 3: new local results<br />So consumers rely on Google for local search info<br />10<br />Easy 1-click preview of ...
Strategy 3: new local results<br />So consumers rely on Google for local search info<br />Anybody notice this?<br />More d...
Strategy 3: new local results<br />While a business can claim their Place page, they don’t own it. Google aggregates their...
Uses the content, including several new factors, to determine rank in local searches</li></ul>Why? How? <br />Place page h...
Big Change Last Week!<br />
Strategy 3: new local results<br />Changes to PageRank algorithm to improve quality of local listings <br />Inbound Links<...
Strategy 4: mobile search & apps<br />So consumers rely on Google when they are out & about<br />61 million smart phone su...
  easier to check reviews
  easier to write reviews</li></ul>Mobile search<br />Places search<br />Sources:  comScore, AllThingsDigital, Internet2Go...
Impact to local business?<br />Easier for Consumers – Harder for Businesses<br />Google<br />Impact<br />1<br />New<br />s...
How a site looks in Google Preview can impact click-throughs </li></ul>2<br />New<br />local<br />properties<br /><ul><li>...
Conversion to lead/call is impacted by reviews on Place page
Updated PageRank algorithm means search results now feature more local listingsthan directories
Clicks/traffic impacted by richness and quality of new content on the listing
Getting top organic rank is more complex than ever - now impacted by reputation, social authority and freshness of content...
Mobile outperforming online in many aspects of effectiveness
More consumers reading and writing reviews while near/at the business </li></ul>4<br />New<br />mobile<br />apps<br />16<b...
What to do about it?<br />Strategy<br />Tactics<br />Paid<br />Search<br /><ul><li>Buy search ads on a wide range of keywo...
You control the cost/volume of traffic and only pay for performance</li></ul>Mobile<br />Search<br /><ul><li>Have a mobile...
Optimize it for mobile search (GPS data, local phone #, etc.)
Ask happy customers to give you reviews while they’re at your business
Claim and update your Place page
Invest in content marketing – posting quality content on many places across the Web powers search discovery
Implement social media marketing to build a strong group of fans and followers which can influence your search rank
Build a positive reputation by getting reviews on your Place page</li></ul>Organic<br />Search<br />17<br />
In summary…<br />Google is focused on winning local - their changes make it more complex than ever for SMBs<br />KEY<br />...
Looking Ahead: What’s Next in the Evolution of Local Search by Eric Enge (1.03.11)http://searchengineland.com/looking-ahea...
Get in touch with us<br />http://blog.reachlocal.com<br />http://blog.getreachcast.com<br />http://twitter.com/ReachLocal<...
What Is Web Presence?<br />
You Have:<br />a static website & one way to be found<br />You Need: a fresh Web Presence & many ways to be found<br />You...
How consumers find & engage<br />Content Sites<br />Site & Blogs<br />Reviews & Reco’s<br />Directories<br />Social<br />L...
How consumers buy now<br />Learns more about you<br />SMB<br />SMB<br />SMB<br />SMB<br />SMB<br />SMB<br />SMB<br />SMB<b...
Need a Web Presence strategy<br />Buy Presence<br />+<br />Build Presence<br />+<br />Convert Customers<br />26<br />BUSIN...
27<br />Web Presence strategy<br />Buy<br />Build<br />+<br />(Advertising)<br />(Content Marketing)<br />Search<br />Goog...
Products<br />Buy<br />Build<br />+<br />(Advertising)<br />(Content Marketing)<br />Search<br />Google, Yahoo, Bing, AOL,...
A technology & team<br />+<br />Buy<br />Build<br />(Advertising)<br />(Content Marketing)<br />IC + ReachLocal’s propriet...
Need a mobile presence too<br />Mobile search up 4X last year, 16% of all Google searches 2011 <br />200 million access Fa...
Search Discoverability<br />
Web Presence = More Shelf Space<br />Many Ways to be Found<br />Bus. B<br />Official Site<br />One Way to be Found<br />Bu...
Reputation Management<br />
The Impact of your Reputation<br />Training – For internal use only<br />
Your Online Reputation<br />Training – For internal use only<br />
Influencing Consumer Behavior<br />Tagline<br />Training – For internal use only<br />
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Google Web Presence

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Google has changed its algorithms dramatically over the past year and this has created new challenges for Small to Mid-Sized Businesses. Learn how to get See the difference between Search Engine Results Page (SERP) from 2010 to 2011

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  • Need stat for first bullet….huge # of people searching for local biz via mobile. Add bullet about search ads with click to call and high conversion.
  • For
  • For
  • For
  • This brings us back to the slide we mentioned earlier that Web Presence = More Shelf Space. By doing all that
  • Before making a big purchase decision…
  • So let’s follow along on the path to how consumers are influenced by review sites. You have two consumers…one finds your site from an offline ad…another from doing an online search both ways are effective…after looking at your site…the consumer decides to continue to do some research…they check your name on search engines and decide to take a look at a review site. 86% of consumers check review sites before making purchasing decisions…they read the reviews…90% of consumers trust the reviews they read…depending on the review they read…and the rating you have…they make their decision…58% of searchers will check out a competitor site after seeing a negative review.
  • So as we said earlier…you can’t change what people say about you…but you can change what they see about you….so the goal, if you get a negative review…is to smother it…with positive reviews…You cannot incentivize a customer to write a positive review…for example…giving them a gift or a discount…but you can simply ask them to write good reviews…and if they’re satisfied then there’s a good chance they will. And you should always attempt to respond to negative reviews. It can be a tricky situation…but if done correctly you can turn a negative review into a positive experience for the customer…and they’ll either remove the review…or change it.
  • What is Social Media…Wikipedia defines…
  • When businesses change their behavior…they start to see how it might be an effective way to acquire new customers…here we have the percentages of companies using specific social media channels who have acquired a customer from that channel…41% with Twitter…41% with Linkedin…44% with Facebook…and 46% with a blog. Imagine the impact if you used multiple channels or all of them…
  • Facebook is just taking off like crazy. Facebook has more than 500 Million Active users…if Facebook were a country they’d be the third largest in the world. 50% of active users log on to Facebook in any given day…and now…in the age of the iPhone…most people are checking it multiple times a day from their phones.The average user has 130 friends…And this is the crazy statistic…people spend over 700 billion minutes per month on Facebook…Just when your customers thought that facebook was a fad…if they’re not on facebook they’re going to get left behind.
  • And this takes us to Twitter…this is kind of like Facebook’s little brother. With over 100 million registered users…and 300,000 new users ever day…twitter is growing like wildfire.And probably the most impressive stat for business owners…51% of active Twitter users follow companies, brands, or products on social networks.
  • Every heard of a little thing called YouTube…YouTube is the 4th largest site on the internet…and the king of all video sites. They’re getting 300 Million, 2 Billion views per day…Every minute…24 hours of video are uploaded on to YouTube. And behind Google…YouTube is the second most used search engine on the internet.
  • Every heard of a little thing called YouTube…YouTube is the 4th largest site on the internet…and the king of all video sites. They’re getting 300 Million, 2 Billion views per day…Every minute…24 hours of video are uploaded on to YouTube. And behind Google…YouTube is the second most used search engine on the internet.
  • Does social media really impact your business?The short answer is Yes. Through online referrals…consumers often post updates to their social profiles about businesses they like…So what types of businesses to consumers usually follow? Well really the list is quite long…but here are a few that rise to the top…luxury products…shopping and retail…Arts &amp; Entertainment…and others…
  • Because most of the sites are free to use…you find the accessibility begin to increase. Businesses are able to do more with less budget. You have a 60% lower cost per lead when you are using inbound marketing methods as opposed to outbound. And we’ve already showed how outbound marketing is becoming less effective.
  • One fan equals x number of views…Graphic of impact of social networks…Get Marketing involved…
  • HubSpot helps you get found online by more qualified visitors,shows you how to convert more visitors into leads,gives you tools to close those leads efficiently,provides analytics to help make smart marketing investments.Radian6 gives you a complete platform to listen, measure and engage with your customers across the entire social web.HootSuite helps organizations use the social web to launch marketing campaigns, identify and grow audience, and distribute targeted messages across multiple channels.Sysomos brings business intelligence to social media, providing instant and unlimited access to all social media conversations to quickly see what&apos;s happening, why it&apos;s happening, and who&apos;s driving the conversations. Through the use of contextual text analytics and data mining technology, Sysomos collects data from blogs, Twitter, social networks, messages, boards, wikis and major new sources. Drupal is a free software package that allows an individual, a community of users, or an enterprise to easily publish, manage and organize a wide variety of content on a website. Joomla is a content management system (CMS), which enables you to build Web sites and powerful online applications. Many aspects, including its ease-of-use and extensibility, have made Joomla the most popular Web site software available.Alterian platform combines campaign management , web content management , email and social media monitoring tools to help marketers be more insightful, engaging and accountable than ever before, by sending the best, most relevant message at the right time – regardless of channel.
  • Transcript of "Google Web Presence"

    1. 1. Google™ 2011:<br />It’s All About Local!<br />
    2. 2.
    3. 3. Google.com<br />ComScore: 61.6%<br />GlobalStats: 90.6% <br />
    4. 4. Google last year <br />Paid Listings<br />Map Listings <br />Organic Listings<br />4<br />
    5. 5. Google now in battle for local<br />U.S. Local Online Ad Spend$15 Billion<br />in 2010 <br />Surpasses Google in ‘time spent’ on site domestically <br />US market share grew to 28%Grown to 41 million users per month<br />Rejects Google's $6 Billion offer<br />1<br />2<br />3<br />4<br />New search features<br />New local properties<br />New local search results – Places<br />New mobile search & apps<br />Growing to <br />$37 billion <br />in 2014<br />SMB<br />Sources: BIA/Kelsey, comScore, Nielsen, Silicon Alley Insider<br />Multiple strategies to grow its share of local consumers<br />5<br />
    6. 6. Strategy 1: new search features<br />So consumers start on Google for local searches<br />Google Preview<br />Google Instant<br />Google +<br />Google Shopping<br />6<br />
    7. 7. Strategy 2: new local properties<br />So consumers stay on Google for local information<br />for DIRECTORIES / REVIEWS<br /> Instead of<br />& more…<br />7<br />for Social<br /> Instead of<br />forDEALS<br />Instead of<br />& more…<br />& more…<br />Google wants to be a destination instead of sending consumers to other sites<br />
    8. 8. Strategy 3: new local results<br />So consumers rely on Google for local search info<br />Paid ads<br />Map now top right and stays there – map pin now same as organic rank<br />Now predicts a local query and displays all local business listings<br />Reviews provide indicator of quality<br />Much more info on each listing<br />Place page link to Google’s detailed profile of the business<br />PageRank™ algorithm updated to better help consumers find a local business<br />8<br />
    9. 9. Strategy 3: new local results<br />So consumers rely on Google for local search info<br />Paid ads<br />Map now top right and stays there – map pin now same as organic rank<br />Much more info on each listing<br />Place page link to Google’s detailed profile of the business<br />Now predicts a local query and displays all local business listings<br />Reviews provide indicator of quality<br />PageRank™ algorithm updated to better help consumers find a local business<br />9<br />
    10. 10. Strategy 3: new local results<br />So consumers rely on Google for local search info<br />10<br />Easy 1-click preview of website<br />Address & phone number<br />Total reviews on Google and link to Place page<br />Location on the map<br />Reviews from across the web<br />More detailed listings helps consumers choose a local business<br />
    11. 11. Strategy 3: new local results<br />So consumers rely on Google for local search info<br />Anybody notice this?<br />More detailed listings helps consumers choose a local business<br />11<br />
    12. 12. Strategy 3: new local results<br />While a business can claim their Place page, they don’t own it. Google aggregates their bus. info, content & reviews from across the Web and…<br /><ul><li>Displays much of the content on the Place page
    13. 13. Uses the content, including several new factors, to determine rank in local searches</li></ul>Why? How? <br />Place page helps consumer learn more about a local business<br />12<br />
    14. 14. Big Change Last Week!<br />
    15. 15. Strategy 3: new local results<br />Changes to PageRank algorithm to improve quality of local listings <br />Inbound Links<br />Social Pages<br />Fans & Followers<br />Google Place Page<br />Site & Blog<br />Reviews<br />+<br />+<br />+<br />+<br />Social Bookmarks<br />REPUTATION<br />SOCIAL AUTHORITY<br />CONTENT & LINKS<br />Prominent Organic Rank<br />=<br />How soon until it impacts Quality Score for AdWords?<br />14<br />
    16. 16. Strategy 4: mobile search & apps<br />So consumers rely on Google when they are out & about<br />61 million smart phone subscribers & growing quickly<br />Mobile now over 10% of all Google searches – up 4X in 2010<br />33% of mobile users searching for stores, reviews and coupons<br />Google Places make it<br /><ul><li> easier to search
    17. 17. easier to check reviews
    18. 18. easier to write reviews</li></ul>Mobile search<br />Places search<br />Sources: comScore, AllThingsDigital, Internet2Go<br />Place page<br />Mobile algorithm and apps to help consumers find a local business<br />15<br />
    19. 19. Impact to local business?<br />Easier for Consumers – Harder for Businesses<br />Google<br />Impact<br />1<br />New<br />search <br />features<br /><ul><li>Google still the top search engine for local consumers
    20. 20. How a site looks in Google Preview can impact click-throughs </li></ul>2<br />New<br />local<br />properties<br /><ul><li>Place page will get more traffic and drive calls/visits
    21. 21. Conversion to lead/call is impacted by reviews on Place page
    22. 22. Updated PageRank algorithm means search results now feature more local listingsthan directories
    23. 23. Clicks/traffic impacted by richness and quality of new content on the listing
    24. 24. Getting top organic rank is more complex than ever - now impacted by reputation, social authority and freshness of content</li></ul>3<br />New<br />local<br />search<br /><ul><li>Opportunity for more leads from mobile searchers
    25. 25. Mobile outperforming online in many aspects of effectiveness
    26. 26. More consumers reading and writing reviews while near/at the business </li></ul>4<br />New<br />mobile<br />apps<br />16<br />Sources: InsightExpress, Performics<br />
    27. 27. What to do about it?<br />Strategy<br />Tactics<br />Paid<br />Search<br /><ul><li>Buy search ads on a wide range of keywords – it’s the fastest way to get in front of local consumers (also mobile ads with click-to-call)
    28. 28. You control the cost/volume of traffic and only pay for performance</li></ul>Mobile<br />Search<br /><ul><li>Have a mobile-enabled site
    29. 29. Optimize it for mobile search (GPS data, local phone #, etc.)
    30. 30. Ask happy customers to give you reviews while they’re at your business
    31. 31. Claim and update your Place page
    32. 32. Invest in content marketing – posting quality content on many places across the Web powers search discovery
    33. 33. Implement social media marketing to build a strong group of fans and followers which can influence your search rank
    34. 34. Build a positive reputation by getting reviews on your Place page</li></ul>Organic<br />Search<br />17<br />
    35. 35. In summary…<br />Google is focused on winning local - their changes make it more complex than ever for SMBs<br />KEY<br />Strategy for maximum discovery combines paid search, mobile search and organic search<br />Takeaways<br />Paid search ads are still the fastest way to drive quality traffic/leads, but you also need… <br />A fresh stream of quality content including reviews and social media marketing to improve organic rank<br />This is an evolution beyond traditional SEO that we call Web Presence Optimization (WPO)<br />18<br />
    36. 36.
    37. 37. Looking Ahead: What’s Next in the Evolution of Local Search by Eric Enge (1.03.11)http://searchengineland.com/looking-ahead-whats-next-in-the-evolution-of-local-search-59766Anatomy & Optimization of a Local Business Profile by Chris Silver Smith (12.17.07)http://searchengineland.com/anatomy-optimization-of-a-local-business-profile-12943Local Search Ranking Factors by David Mihm (6.07.10)http://www.davidmihm.com/local-search-ranking-factors.shtml<br />Search Gets Social: Google Using Social Data in Ranking (1.05.11))<br />http://blog.getreachcast.com/42572/2011/01/04/search-gets-social:-google-using-social-data-in-ranking-.html<br />4 Compelling Reasons Every SMB Should Claim their Local Listings (12.19.11)<br />http://blog.getreachcast.com/28712/2010/11/30/4-compelling-reasons-every-smb-should-claim-their-local-listings.html<br />Keeping Up with Google Part 1: The Rapidly Changing World of Search Discovery for Small Business (12.10.10)<br />http://blog.getreachcast.com/32274/2010/12/08/keeping-up-with-google-part-1:-the-rapidly-changing-world-of-search-discovery-for-small-businesses.html<br />Keeping Up with Google Part 2: 4 Critical Things Small Business Should Do to Keep Up (12.15.10)<br />http://blog.getreachcast.com/33264/2010/12/10/keeping-up-with-google-part-two:-4-critical-things-small-businesses-should-do-to-keep-up-with-the-changes.html<br />Some good resources<br />20<br />
    38. 38. Get in touch with us<br />http://blog.reachlocal.com<br />http://blog.getreachcast.com<br />http://twitter.com/ReachLocal<br />http://www.facebook.com/ReachLocal<br />http://youtube.com/ReachLocal<br />Phone: 866-500-1692Email: sales@reachlocal.com<br />Contributors: <br />Nathan Hanks, Co-Founder & Chief Distribution Officer<br />Alex Hawkinson,GM & Senior Vice President, ReachCast<br />Todd Ebert, Vice President Marketing<br />Rob Baker, Creative Director<br />21<br />
    39. 39. What Is Web Presence?<br />
    40. 40. You Have:<br />a static website & one way to be found<br />You Need: a fresh Web Presence & many ways to be found<br />Your Sites<br />Local Directories<br />Social Media<br />Content Sites<br />More Quality Content Published in More Places = More Customers<br />
    41. 41. How consumers find & engage<br />Content Sites<br />Site & Blogs<br />Reviews & Reco’s<br />Directories<br />Social<br />Location-based Services<br />Search <br />Engines<br />BUSINESS<br />Deals<br />Across your entire Web Presence, not just your website<br />24<br />
    42. 42. How consumers buy now<br />Learns more about you<br />SMB<br />SMB<br />SMB<br />SMB<br />SMB<br />SMB<br />SMB<br />SMB<br />Checks your reputation<br />25<br />Searches <br />for you<br />Hears from friends<br />Checks for <br />deals & offers<br />At each point you can engage and convert them into customers<br />
    43. 43. Need a Web Presence strategy<br />Buy Presence<br />+<br />Build Presence<br />+<br />Convert Customers<br />26<br />BUSINESS<br />
    44. 44. 27<br />Web Presence strategy<br />Buy<br />Build<br />+<br />(Advertising)<br />(Content Marketing)<br />Search<br />Google, Yahoo, Bing, AOL, Ask, Citysearch, Superpages, Local.com and many more…<br />Surf<br />Thousands of top news, entertainment and review sites<br />Social<br />Facebook and Twitter, the top social media networks<br />
    45. 45. Products<br />Buy<br />Build<br />+<br />(Advertising)<br />(Content Marketing)<br />Search<br />Google, Yahoo, Bing, AOL, Ask, Citysearch, Superpages, Local.com and many more…<br />ReachCast™<br />ReachSearch™<br />Surf<br />Thousands of top news, entertainment and review sites<br />ReachDisplay™<br />ReachCast™<br />Social<br />Facebook and Twitter, the top social media networks<br />Facebook Ads<br />ReachCast™<br />28<br />
    46. 46. A technology & team<br />+<br />Buy<br />Build<br />(Advertising)<br />(Content Marketing)<br />IC + ReachLocal’s proprietary advertising technology helps drive awareness & leads<br />Web Presence Pro / IC + our proprietary technology builds a long-term asset for reputation, search & social discovery<br />29<br />What we do<br />
    47. 47. Need a mobile presence too<br />Mobile search up 4X last year, 16% of all Google searches 2011 <br />200 million access Facebook from mobile – up 63% in 2010<br />Google Places, Yelp, Foursquare and others make easy to check and give reviews<br />We have you covered with<br />30<br />&<br />™<br />Sources: comScore, AllThingsDigital, Internet2Go<br />
    48. 48. Search Discoverability<br />
    49. 49. Web Presence = More Shelf Space<br />Many Ways to be Found<br />Bus. B<br />Official Site<br />One Way to be Found<br />Bus. A<br />Official Site<br />Company Site<br />
    50. 50. Reputation Management<br />
    51. 51. The Impact of your Reputation<br />Training – For internal use only<br />
    52. 52. Your Online Reputation<br />Training – For internal use only<br />
    53. 53. Influencing Consumer Behavior<br />Tagline<br />Training – For internal use only<br />
    54. 54. What does a business need to consider?<br />Techniques and Best Practices<br />Training – For internal use only<br />
    55. 55. Effective Reputation Management<br /><ul><li>Listening to review sites
    56. 56. Google Places
    57. 57. Yelp
    58. 58. Citysearch
    59. 59. Insider pages
    60. 60. Merchant Circle
    61. 61. Social Destinations
    62. 62. Engaging withwhat is being said
    63. 63. Responding to and promoting positive reviews (MAKE THEM LOUDER!)
    64. 64. Working to address negative reviews offline and summarize the results</li></li></ul><li>Social Discoverability<br />
    65. 65. Training – For internal use only<br />
    66. 66. Social Media Marketing is changing the game<br />Business behavior<br /><ul><li>Businesses are forced to meet consumers where they are.</li></li></ul><li>Facebook User Statistics<br /><ul><li>More than 500 million active users
    67. 67. 50% of active users log on to Facebook in any given day
    68. 68. Average user has 130 friends
    69. 69. People spend over 700 billion minutes per month on Facebook </li></ul>Source: Facebook, 2010<br />
    70. 70. Twitter User Statistics<br /><ul><li>Twitter has 105,779,710 registered users
    71. 71. 300,000 new users sign up per day</li></ul>Source: Twitter, 2010<br /><ul><li>51% of active Twitter users follow companies, brands or products on social networks</li></ul>Source: Edison Research, February 2010<br />
    72. 72. YouTube User Statistics<br /><ul><li>#4 Largest Site on the Internet
    73. 73. #1 Largest video site on the web
    74. 74. 300 Million Worldwide Visitors a Month
    75. 75. YouTube exceeds 2 Billion views per day
    76. 76. 24 Hours of video uploaded every minute
    77. 77. #2 Search Engine on the Web</li></ul>Source: www.website-monitoring.com<br />
    78. 78. Google+ User Statistics<br /><ul><li>20M users in 24 days
    79. 79. By invitation only
    80. 80. 18-25 60%; Male: 63%
    81. 81. US: 5M; India: 3M</li></li></ul><li>How Does Social Media Impact Your Business?<br />Training – For internal use only<br />
    82. 82. Social Media Marketing is changing the game<br />Accessibility<br /><ul><li>Businesses are able to do more with less budget.</li></li></ul><li>Leveraging your Network<br />Engage and re-engage with your fans and followers to sustainand grow your follower base.<br />
    83. 83. Maintaining your Network<br />Actions to Keep Fans/Followers:<br /><ul><li>Keep interactions positive
    84. 84. Don’t spam people with advertising type messaging/commercials
    85. 85. Be a local expert – inform people about useful industry or local information
    86. 86. Offer valuable promotions
    87. 87. Be interesting/be funny/be engaging
    88. 88. Vary content, people love pictures, videos, links to interesting articles
    89. 89. Retweet things that are interesting or valuable
    90. 90. Promote special offer codes
    91. 91. Create events, sponsor social/community actions, align yourself with a cause that resonates with your followers</li></li></ul><li>More Exposure = More Customers<br />Social Marketing efforts, as apposed to Mass Marketing, start small and build outward. Through likes, shares, retweets, etc. your message is carried to a large group. <br />Mass Marketing<br />Social Marketing<br />Input<br />Input<br />Outcome<br />Outcome<br />
    92. 92. Putting It All Together<br />
    93. 93. There is so much out there…<br />
    94. 94. Do your customer have the time & tools to do it all?<br />repeat<br />social marketing<br />SIGN-UP/CLAIM YOUR PAGES<br />passwords<br />passwords<br />tools<br />repeat<br />POST NEW UPDATES<br />time<br />Create <br />Content<br />fans<br />repeat<br />SEO <br />repeat<br />research<br />repeat<br />time<br />repeat<br />directories<br />MONITOR & RESPOND<br />reviews<br />SEO<br />LOAD YOUR <br />CONTENT<br />repeat<br />analytics<br />repeat<br />KEEP TRACK OF IT ALL<br />tools<br />repeat<br />leads<br />followers<br />reputation management<br />I need to run my business <br />
    95. 95. You Have:<br />a static website & one way to be found<br />You Need: a fresh Web Presence & many ways to be found<br />Content Sites<br />Site & Blogs<br />Reviews & Reco’s<br />Directories<br />Social<br />Location-based Services<br />Search <br />Engines<br />BUSINESS<br />Deals<br />More content in more places brings more customers<br />
    96. 96. Your Web Presence powered byfresh content <br />1<br />5<br />Business creates quality content<br />Business listens and engages<br />Housebreaking Your Dog<br />Thanks for your comments. What’s worked for you?<br />PUBLISH<br />Great advice!<br />4<br />2<br />Consumers comment, like, review & share<br />Content published & indexed across the Web<br />I’m going to try this!<br />Me too!<br />Housebreaking Your Dog<br />3<br />Consumers discover while searching, surfing & socializing<br />Business action<br />Consumer action<br />
    97. 97. Benefits of fresh content<br />Social discovery<br />Search discovery<br />Discovery<br />& more!<br />Increases your word-of-mouth through sharing across social networks<br />Increases your discoverability on search engines & local directories<br />Reputation management<br />Brand engagement<br />Perception<br />Improves your reputation with positive content on search engines and review sites<br />Builds positive impressions & engagement with your brand by bringing it to life online<br />
    98. 98. Have thetime, tools &talentto do it all?<br />Develop a strategy<br />Claim/setup local & social pages<br />Create a stream of quality content<br />Manage social media pages<br />Monitor & improve reputation<br />Engage & respond to customers/fans<br />Optimize it all for search engines<br />Track & analyze results<br />…and still run your business? <br />
    99. 99. For more information, please contact<br />James F. Ruppel<br />Integrated Web Marketing<br />631-615-2983<br />jruppel@wsidigitalmarketer.com<br />http://jruppel.wsidigitalmarketer.com<br />
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