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Social Media Bootcamp: Today's digital marketing toolkit

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Pete Codella, APR presents at Alexander's Academy professional development master class on Dec. 5, 2012. These are the presentation slides for the event hosted at FranklinCovey in Salt Lake City and …

Pete Codella, APR presents at Alexander's Academy professional development master class on Dec. 5, 2012. These are the presentation slides for the event hosted at FranklinCovey in Salt Lake City and presented by Alexander's, a multi-channel print and marketing firm in Lindon, Utah.

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  • 1. Social Media Bootcamp Today’s digital marketing toolkit For clients and friends of Alexander’s by Pete Codella, APRAlexander’s Vice President of Marketing and Public Relations
  • 2. Page 2 Live blogging I’m @codella Event hashtag: #Alex2SMBAlexanders.com | PeteCodella.com
  • 3. Page 3 a smorgasbordAlexanders.com | PeteCodella.com
  • 4. Page 4Alexanders.com | PeteCodella.com bit.ly/UbZWYi
  • 5. Page 5 1 82.6% of Internet users use searchAlexanders.com | PeteCodella.com
  • 6. Page 6 2 70% of the links search users click on are organicAlexanders.com | PeteCodella.com
  • 7. Page 7 3 75% of users never scroll past the first page of search resultsAlexanders.com | PeteCodella.com
  • 8. Page 8 4 80% of search engine users say they occasionally/rarely/never click on the sponsored search resultsAlexanders.com | PeteCodella.com
  • 9. Page 9 5 93% of online experiences begin with a search engineAlexanders.com | PeteCodella.com
  • 10. Page 10 6 Search is the #1 driver of traffic to sites, beating social media by 300%Alexanders.com | PeteCodella.com
  • 11. Page 11 7 For Google, 18% of organic clicks go to #1 position, 10% of organic clicks go to the #2 position, and 7% of organic clicks go to the #3 positionAlexanders.com | PeteCodella.com
  • 12. Page 12 8 42% of all searchers click on the top-ranked result compared to PPC clicks When searching, only 23% click a PPC linkAlexanders.com | PeteCodella.com
  • 13. Page 13 9 39% of customers come from searchAlexanders.com | PeteCodella.com
  • 14. Page 14 10 50% of consumers are more likely to click on a search result if the brand appears multiple times on the results pageAlexanders.com | PeteCodella.com
  • 15. Page 15 Optimize your websiteAlexanders.com | PeteCodella.com
  • 16. Page 16Alexanders.com | PeteCodella.com
  • 17. Page 17Alexanders.com | PeteCodella.com
  • 18. Page 18Alexanders.com | PeteCodella.com from NPR’s Wait, Wait Don’t Tell Me – 10.22.11
  • 19. The GoogleGolden Triangle
  • 20. Page 20Alexanders.com | PeteCodella.com
  • 21. Page 21 website blog newsroomAlexanders.com | PeteCodella.com
  • 22. Page 22Alexanders.com | PeteCodella.com bit.ly/keywordtool01
  • 23. Page 23 Your top 25 Identify the top 25-30 keywords and phrases for your people, products, brands and servicesAlexanders.com | PeteCodella.com
  • 24. Page 24 Know your rank Periodically identify how many of the first page search results (for your top keywords) are due to your online publishing effortsAlexanders.com | PeteCodella.com
  • 25. Page 25Alexanders.com | PeteCodella.com google.com/analytics
  • 26. Page 26 Other metrics In addition to Analytics, measure social media engagement like: • Content published and shared • Follows • Likes • Comments and discussions • RetweetsAlexanders.com | PeteCodella.com
  • 27. Page 27Alexanders.com | PeteCodella.com
  • 28. Page 28 Monitoring via RSS • Gmail account • Google Reader • Google Blog and News Search • Twitter Search • any online search with an RSS optionAlexanders.com | PeteCodella.com
  • 29. Page 29Alexanders.com | PeteCodella.com
  • 30. Page 30Alexanders.com | PeteCodella.com
  • 31. Page 31Alexanders.com | PeteCodella.com
  • 32. Page 32Alexanders.com | PeteCodella.com
  • 33. Page 33Alexanders.com | PeteCodella.com
  • 34. Page 34 Search optimization through social media channel publishingAlexanders.com | PeteCodella.com
  • 35. Page 35 Content ContextAlexanders.com | PeteCodella.com
  • 36. Page 36 Content curationAlexanders.com | PeteCodella.com
  • 37. Page 37Alexanders.com | PeteCodella.com
  • 38. Page 38Alexanders.com | PeteCodella.com
  • 39. Page 39 Plan your publishing Identify content – an editorial calendar Gather resources – people, technologyAlexanders.com | PeteCodella.com
  • 40. Page 40 Not just for the youngAlexanders.com | PeteCodella.com
  • 41. Page 41Alexanders.com | PeteCodella.com
  • 42. Page 42 Facebook is for people . . . It’s also for brands.Alexanders.com | PeteCodella.com
  • 43. Page 43Alexanders.com | PeteCodella.com bit.ly/PPvk1m
  • 44. Page 44 What to post • Links to important Web pages • Blog posts • News releases • In the news items • Videos • Photo galleries • Online presentations • Awards receivedAlexanders.com | PeteCodella.com
  • 45. Page 45 Practical matters • Identify the objective for the page – Who’s your target audience? – What do you want them to do there? • Goals – How many likes do you want? • Set a vanity URL (facebook.com/username) • Keep it fresh — people expect frequent (like daily) updates • Have fun!Alexanders.com | PeteCodella.com
  • 46. Page 46Alexanders.com | PeteCodella.com
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  • 54. Page 54Alexanders.com | PeteCodella.com
  • 55. Page 55Alexanders.com | PeteCodella.com bit.ly/11CH3TV
  • 56. Page 56Alexanders.com | PeteCodella.com
  • 57. Page 57 Google+ vs. Facebook • Circles – more intuitive • Hangout – video chat with groups • Huddle – chat on mobile devices • Location – easily shared on Google+ • Spark – searches for related contentAlexanders.com | PeteCodella.com
  • 58. Page 58 Tips • Use your CEO as a community manager • Host hangouts, social events • Create circles for notable employees • Use author tags on company blog posts to link to Google+ (and LinkedIn) profilesAlexanders.com | PeteCodella.com
  • 59. Page 59 Search • It’s Google! • Google+ pages are excellent for search optimization • Also gives your website authorityAlexanders.com | PeteCodella.com
  • 60. Page 60 SEO = People rely on their social connectivityAlexanders.com | PeteCodella.com
  • 61. Page 61Alexanders.com | PeteCodella.com
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  • 64. Page 64Alexanders.com | PeteCodella.com
  • 65. Page 65Alexanders.com | PeteCodella.com
  • 66. Page 66 First things first • Profiles – 100% complete • Company profile • Join groups (public/private) • List and apply for jobs • Post and answer polls • Link to other channels – SlideShare, Twitter, blogs, etc.Alexanders.com | PeteCodella.com
  • 67. Page 67Alexanders.com | PeteCodella.com
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  • 72. Page 72Alexanders.com | PeteCodella.com
  • 73. Page 73 MicrobloggingAlexanders.com | PeteCodella.com
  • 74. Page 74 A few Twitter tools TweetDeck Bitly Twitter search Topsy Bing social TwellowAlexanders.com | PeteCodella.com
  • 75. Page 75Alexanders.com | PeteCodella.com
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  • 78. Page 78Alexanders.com | PeteCodella.com
  • 79. Page 79Alexanders.com | PeteCodella.com search.twitter.com
  • 80. Page 80Alexanders.com | PeteCodella.com
  • 81. Page 81Alexanders.com | PeteCodella.com
  • 82. Page 82Alexanders.com | PeteCodella.com bing.com/social
  • 83. Page 83Alexanders.com | PeteCodella.com
  • 84. Page 84Alexanders.com | PeteCodella.com
  • 85. Page 85Alexanders.com | PeteCodella.com
  • 86. Page 86Alexanders.com | PeteCodella.com
  • 87. Page 87 you can follow: pins, boards, peopleAlexanders.com | PeteCodella.com
  • 88. Page 88 you can addAlexanders.com | PeteCodella.com
  • 89. Page 89 Content types • Images that show detail, close-ups • Infographics • Contests, promotions • Behind the scenes • Video galleries • Repins from brand champions • Thought leadership • Curation at its finestAlexanders.com | PeteCodella.com
  • 90. Page 90 Search optimization caption caption caption!Alexanders.com | PeteCodella.com
  • 91. Page 91 add the Pin it button to all your contentAlexanders.com | PeteCodella.com
  • 92. Page 92Alexanders.com | PeteCodella.com
  • 93. Page 93 management tool, stats your Pinterest influence scoreAlexanders.com | PeteCodella.com
  • 94. Page 94Alexanders.com | PeteCodella.com
  • 95. Page 95Alexanders.com | PeteCodella.com
  • 96. Page 96Alexanders.com | PeteCodella.com
  • 97. Page 97 Why blog? • Search optimization benefits • Be a thought leader • Engage with online constituents and influencers • Provide commentary, news and information (not just about your company) • Platform for a genuine, human voice, not corporate-speakAlexanders.com | PeteCodella.com
  • 98. Page 98 Business blogging stats • Companies that blog get 55% more Web traffic and 70% more leads than those that dont • B2B companies that blog generate 67% more leads per month than those that don’t • Businesses that blog at least 20 times per month generate 5X more traffic and 4X more leads than those that only blog a few times per monthAlexanders.com | PeteCodella.com marketing.grader.com
  • 99. Page 99 Why WordPress? • Open source • Inexpensive • Search optimized • Plethora of templates and pluginsAlexanders.com | PeteCodella.com
  • 100. Page 100 Naming strategy 1. Standalone domain 2. Subdomain 3. A folder on your main domain 4. A free service Examples of strategies 1-4 above: 1. CommunicationTransformed.com 2. Blog.Alexanders.com 3. Alexanders.com/Blog 4. Alexanders.WordPress.comAlexanders.com | PeteCodella.com
  • 101. Page 101 Publishing guidelines • Focus • 200-300 words per post • Blog at least weekly • Original content – use trending topics as a springboard • Be genuine • Use multimedia • Socialize – make it easy to comment and shareAlexanders.com | PeteCodella.com
  • 102. Page 102Alexanders.com | PeteCodella.com
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  • 107. Page 107 Open dialogue • Use the blog as a platform to have an open, honest conversation • Moderate comments; don’t delete them just because they’re negative/critical • Always address complaints/criticismsAlexanders.com | PeteCodella.com
  • 108. Page 108Alexanders.com | PeteCodella.com
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  • 110. Page 110Alexanders.com | PeteCodella.com
  • 111. Page 111 YouTube stats • #2 search engine worldwide • 3rd most traffic worldwide, behind Facebook and Google • More than 4 billion hours of video watched monthly • 72 hours of video uploaded every minute • Traffic from mobile devices tripled in 2011Alexanders.com | PeteCodella.com
  • 112. Page 112Alexanders.com | PeteCodella.com youtube.com/t/press_statistics
  • 113. Page 113 YouTube for business • It’s your free online advertising channel • Search for your keywords, any competition? • Build a video campaign around keywords — must be driven by video title, description and tagsAlexanders.com | PeteCodella.com
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  • 124. Page 124 Tumblr tips • Post high-quality images to promote products • Post news and information in photo form to reach visual thinkers • Add personality to the posts to endear your brand to followers • Give followers behind-the-scenes accessAlexanders.com | PeteCodella.com bit.ly/UjyKbd
  • 125. Page 125Alexanders.com | PeteCodella.com
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  • 133. Page 133Alexanders.com | PeteCodella.com
  • 134. Page 134 Current trends and resourcesAlexanders.com | PeteCodella.com
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  • 137. Page 137Alexanders.com | PeteCodella.com
  • 138. Page 138Alexanders.com | PeteCodella.com wiki.beingpeterkim.com
  • 139. Page 139Alexanders.com | PeteCodella.com
  • 140. Page 140Alexanders.com | PeteCodella.com SocialMediaGovernance.com
  • 141. Page 141 10 steps for businesses 1. Claim your name on as many platforms as possible 2. Pick your poison — decide which tools you’ll use and why 3. Plan your publishing — both content and people resources 4. Build your online networks — this is the new advertising ‘reach’ 5. Listen!Alexanders.com | PeteCodella.com
  • 142. Page 142 10 steps for businesses 6. Give VIP treatment to your social media friends 7. Create fun, unique, engaging content 8. Be consistent (stick to your plan, #3) and be persistent 9. Engage with your online network to build stronger relationships 10. Monitor, measure and track your involvement; compare it to other initiatives (advertising, events, sales, etc.)Alexanders.com | PeteCodella.com
  • 143. Page 143 7 steps to free Internet monitoring 1. Google Search — set the baseline for your keyword(s) 2. Create a Gmail account 3. Set-up Google Reader 4. Do a Google Blog and News search 5. Also do a Twitter search (and any others where you can subscribe to the RSS) 6. Add RSS feeds for your search results to your Reader 7. Also, subscribe to Google Alerts*Alexanders.com | PeteCodella.com
  • 144. Page 144 Monitoring and measurement Alexa alexa.com Alterian socialmedia.alterian.com Argyle Social argylesocial.com BackTweets backtweets.com BlogPulse blogpulse.com BoardTracker boardtracker.com Brandwatch brandwatch.com Collective Intellect collectiveintellect.com Compete compete.com CustomScoop customscoop.com CyberAlert cyberalert.comAlexanders.com | PeteCodella.com
  • 145. Page 145 Monitoring and measurement Cymfony cymfony.com Delicious delicious.com Digg digg.com FeedBurner feedburner.com Filtrbox filtrbox.com Fliptop fliptop.com Google Alerts google.com/alerts Google Analytics analytics.google.com Google Trends google.com/trends IceRocket icerocket.com Klout klout.comAlexanders.com | PeteCodella.com
  • 146. Page 146 Monitoring and measurement Lithium lithium.com Quantcast quantcast.com Quarkbase quarkbase.com Radian6 radian6.com Sentiment360 sentiment360.com SM2 by Techrigy techrigy.com Social Mention socialmention.com Social Oomph socialoomph.com SWIX swixhq.com Sysomos sysomos.com Technorati technorati.comAlexanders.com | PeteCodella.com
  • 147. Page 147 Monitoring and measurement Trackur trackur.com TweetBeep tweetbeep.com Visible Technologies visibletechnologies.com Website Grader websitegrader.com Wikiscanner wikiscanner.virgil.gr Wordle wordle.net Xinu xinureturns.com YouTube youtube.com ZoomInfo zoominfo.comAlexanders.com | PeteCodella.com
  • 148. Page 148 Internet search Bing Social bing.com/social Google google.com MSN msn.com WolframAlpha wolframalpha.com Yahoo yahoo.comAlexanders.com | PeteCodella.com
  • 149. Page 149 Questions, comments and discussionAlexanders.com | PeteCodella.com
  • 150. Page 150Alexanders.com | PeteCodella.com about.me/petecodella
  • 151. Page 151 Pete Codella, APR Accredited in Public Relations TXT prpete to 50500 for my SMS business card by Contxts.comAlexanders.com | PeteCodella.com

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