#SMBS12 #Buffalo 2-17-2012 @Josepf Haslam

Get Social or Die: Why & What on Social’s Business Influence Josepf Haslam, Biz Dev, DragonSearch - @Josepf2/14/2012 DRAGONSEARCH MARKETING I February 2012 1

Dawn2/14/2012 DRAGONSEARCH MARKETING I February 2012 2

2/14/2012 DRAGONSEARCH MARKETING I February 2012 3

Promise2/14/2012 DRAGONSEARCH MARKETING I February 2012 4

What it looks like2/14/2012 DRAGONSEARCH MARKETING I February 2012 5

WORLD OF ENGAGEMENT World of Engagement RICH MEDIA CONTENT DIGITAL ADVERTISING PROPERTIES BANNERS WEBSITES DISPLAY CUSTOM BUILT PORTALS PAID ENDORSEMENTS OWNED PAID properties media EMBASSIES SOCIAL EARNED PARTNERSHIPS INFLUENCER NETWORKS platforms media OUTPOSTS BRANDED ENTERTAINMENTRELEVANT MESSAGE BOARDS BLOGOSPHERE NICHE PLATFORMS INFLUENCER ENGAGEMENT Social Engagement Source: David Armano. Edelman Digital 2010. edelmandigital.com Concentrated Here 2/14/2012 DRAGONSEARCH MARKETING I February 2012 6

Evolution2/14/2012 DRAGONSEARCH MARKETING I February 2012 7

0: Self Published Indexes/Directories1: Human Published SERPs (Yahoo)2: Counting Words on a Page (Altavista/Lycos)3: Counting Words & External Links (Google)4: PageRank as “Voting” with Links (Google/Bing)5: PageRank & Social Voting (Bing/Google)2/14/2012 DRAGONSEARCH MARKETING I February 2012 8

Step back2/14/2012 DRAGONSEARCH MARKETING I February 2012 9

Why2/14/2012 DRAGONSEARCH MARKETING I February 2012 10

• 71% to 83% of people use “Reviews” to influence Purchase decisions• 80% will change a decision based on Negative Reviews• A study of 56 billion impressions, 2.7 billion clicks and $13 billion in revenue concludes that inclusion of Social Media increases revenue 84% over natural search alone.2/14/2012 DRAGONSEARCH MARKETING I February 2012 11

•They buy something from you•Social proof•Influencer outreach•Share of voice in community•Engagement•Shared•Like more

McGinnis Example2/14/2012 DRAGONSEARCH MARKETING I February 2012 13

@ricdragon | Ric Dragon | Graphic Excerpted from the book Social Marketology 2/14/2012 DRAGONSEARCH MARKETING I February 2012 17

SOCIAL MEDIA Where do you belong Where do JOIN COMMUNITIES you belong? CREATE COMMUNITIES WHO ARE THE INFLUENCERS? SUB-SEGMENTS SUB-SEGMENTS2/14/2012 DRAGONSEARCH MARKETING I February 2012 18

SEO-NATURAL SEARCH SEO Natural Search OLD SCHOOL NEW SCHOOL SHORT HAND OPTIMIZATION BROADER LONG TAIL Fueled BACKLINKS Reciprocal Linking RELATIONSHIPS by Social RELEVANT CONNECTIONS Media RELEVANT CONNECTIONS2/14/2012 DRAGONSEARCH MARKETING I February 2012 19

Thank You! Josepf J Haslam, DragonSearch.net/blog Josepf@dragonsearch.net | Twitter: @Josepf Social Marketology Release date: June 2012 Available Pre-order on Amazon!2/14/2012 DRAGONSEARCH MARKETING I February 2012 21

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#SMBS12 #Buffalo 2-17-2012 @Josepf Haslam

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