Strategies to Engage in Social Media - Will Scott- Search Influence
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  • This is one of my favorite quotes of all time. And it ’s completely relevant to good SEO. Ultimately the search engines are trying to decide who to trust. So, if you can appear the most relevant you win. And there ’s no better way to do that, online, in a universally approachable way than with good old fashioned SEO.
  • Social media - #1 online activity in the US according to Nielsen Social Media Report
  • 35% of individuals that primarily use social networking sites for local search do so on a daily basis. Daily deal businesses are seeing repeat customers. Local business search users are still heavily engaged with social local content through usage of consumer reviews – both contributing and using the consumer-generated content.
  • K
  • Also more visitors, more links, more indexed pages
  • Also more visitors, more links, more indexed pages
  • Search for tweets that are coming from a certain location
  • Search for tweets that are coming from a certain location
  • Search for tweets that are coming from a certain location
  • Search for tweets that are coming from a certain location

Transcript

  • 1. Will ScottDigitiZING – Birmingham AL June 27, 2012 @w2scott © Search Influence, LLC 2012
  • 2. The most important thing in business is sincerity… If you can fake that, you’ve got it made. @w2scott © Search Influence, LLC 2012
  • 3. @w2scotthttp://www.flickr.com/photos/sheepies/ © Search Influence, LLC 2012
  • 4. @w2scotthttp://www.flickr.com/photos/seandreilinger/ © Search Influence, LLC 2012
  • 5. @w2scott http://www.flickr.com/photos/darrenhester/ © Search Influence, LLC 2012http://www.searchinfluence.com/2010/11/have-you-measured-it/
  • 6. About MeWill Scott• Working Online since 1994• Promoting Sites since 2000Search Influence• 45 Full-Time employees• > 40 Contract writers• Largest Online Marketing Firm on Gulf Coast• Nationally recognized in Local Search & Social @w2scott © Search Influence, LLC 2012
  • 7. What’s ComingYour Social / Media Opportunities – Blogs, YouTube, Flickr, Facebook, TwitterFinding PLU – Your people, onlineEngagement – Getting the word outMeasurement – You’ve built it, they’ve come @w2scott © Search Influence, LLC 2012
  • 8. BUILDING TRUST @w2scott © Search Influence, LLC 2012
  • 9. @w2scott© Search Influence, LLC 2012
  • 10. @w2scott© Search Influence, LLC 2012
  • 11. A little data to whet your appetite.Setting The Stage @w2scott © Search Influence, LLC 2012
  • 12. @w2scott© Search Influence, LLC 2012
  • 13. @w2scott© Search Influence, LLC 2012
  • 14. http://checkfacebook.com/ @w2scott © Search Influence, LLC 2012
  • 15. Where do you fish?Where the Fish Are! @w2scott © Search Influence, LLC 2012
  • 16. Nielsen Social Media Report, Q3 2011 http://bit.ly/naqGb8 @w2scott © Search Influence, LLC 2012
  • 17. Importance of Social EngagementSocial Net w ork Searchers I m port ance of Local Business inf orm at ion of f ered on Social Net w ork ing Sit es Local Search Usage Study: 15miles / comScore, Inc Q3E. @w2scott © Search Influence, LLC 2012
  • 18. Social Customers are BuyersPost Search Act ivit ySocial net w orkers and Mobile users are m or e lik ely t o m ak e a purchase vs.gener al sear chers 67% 70% 55% Local Search Usage Study: 15miles / comScore, Inc @w2scott © Search Influence, LLC 2012 31
  • 19. Use of Social Networking Sites for Local SearchUse of Social Networking Sites for local business searches has increased 67% since 2010.Facebook proves to be the Social Networking Site most frequently used to find localbusiness information. Overall Use of Social Networking Sites to Search for Local Business (Primary and Secondary Source)* Response Added in 2011 @w2scott © Search Influence, LLC 2012
  • 20. Consumer Review SubmissionSocial network local business users are heavily engaged in social aspects of localbusiness search through profound usage of and contribution to consumer reviews sites. Use of Consumer Submit Consumer Number of Reviews Submitted in Ratings and Reviews Reviews Past 30 Days 55% 76% @w2scott © Search Influence, LLC 2012
  • 21. US Local Search: Mobile Vs. Desktop In 2015, mobile local search volume will surpass desktop search for the first time By 2016, we expect mobile local search to exceed local desktop search by 27.5 billion queries @w2scott © Search Influence, LLC 2012
  • 22. SMBs Considering Social Media Activities (Next 12 Months) @w2scott © Search Influence, LLC 2012
  • 23. Staking your claimWhy You Want a Blog @w2scott © Search Influence, LLC 2012
  • 24. Blogging – The DataSource: HubSpot, http://bit.ly/fTFsKg @w2scott © Search Influence, LLC 2012
  • 25. Also: 97% more links and 434% more indexed pagesSource: HubSpot, http://bit.ly/4evTc @w2scott © Search Influence, LLC 2012
  • 26. Your Blog – Home BaseWhy Should you Blog?• Educate, Inform, Answer Questions @w2scott © Search Influence, LLC 2012
  • 27. @w2scott© Search Influence, LLC 2012
  • 28. @w2scott© Search Influence, LLC 2012
  • 29. Your BlogWhy Should you Blog?• Educate, Inform, Answer Questions• Show Human Side @w2scott © Search Influence, LLC 2012
  • 30. @w2scott© Search Influence, LLC 2012
  • 31. @w2scott© Search Influence, LLC 2012
  • 32. Your BlogWhy Should you Blog?• Educate, Inform, Answer Questions• Show Human Side• Build Relevant Content @w2scott © Search Influence, LLC 2012
  • 33. @w2scott© Search Influence, LLC 2012
  • 34. Your BlogWhy Should you Blog?• Educate, Inform, Answer Questions• Show Human Side• Build Relevant ContentWhy Not Blog?• Nothing to Say• No Time @w2scott © Search Influence, LLC 2012
  • 35. Are You Down with OPB?• What about other people’s blogs? – Bloggers need content – Search out PLU (with an audience) @w2scott © Search Influence, LLC 2012
  • 36. Twitter @w2scott © Search Influence, LLC 2012
  • 37. Keys to Twitter EngagementFollowing • Identify, follow and interact with local TweepsPresence • Twitter stream moves fast – active messaging and repetition helpInteraction • Be in the conversation & promote local tweeps http://www.chrisbrogan.com/19-presence-management-chores-you-could-do-every-day/ @w2scott © Search Influence, LLC 2012
  • 38. Finding The Fish: Twitter Twitter Advanced Searchhttp://twitter.com/search-advanced @w2scott © Search Influence, LLC 2012
  • 39. Finding The Fish: Twitter Nearby Tweets nearbytweets.com @w2scott © Search Influence, LLC 2012
  • 40. Finding The Fish: Twitter Chirp City chirpcity.com @w2scott © Search Influence, LLC 2012
  • 41. Finding The Fish: Twitter LocaFollow locafollow.com @w2scott © Search Influence, LLC 2012
  • 42. Following Tools – Data @w2scott © Search Influence, LLC 2012
  • 43. Who has time for this?• Give to get – What do you have to offer? – Who are you following? What do they have to say? Why don’t you share? – You don’t have to be online all the time.• Can you plan ahead? – Brainstorm, what could you share? – Do you know of upcoming events? Think local! @w2scott © Search Influence, LLC 2012
  • 44. Presence – Dealing with ADTD• ADTD = Attention Deficit Twitter Disorder• Your followers aren’t all online right now • Tweet early, tweet often • Repeat often when pushing promo / offer • Be conversational • It’s a “Social” media (or as I say re: SEO, some of the best link-building is done offline) • Highlight smart / witty / informative tweeps • Do like your mama tol’ ya, don’t be ugly @w2scott © Search Influence, LLC 2012
  • 45. Give the people what they wantYelp (and other review sites) @w2scott © Search Influence, LLC 2012
  • 46. @w2scott© Search Influence, LLC 2012
  • 47. @w2scott© Search Influence, LLC 2012
  • 48. Yelp, Not Just for The Left Coast• Yelp Powers Siri – Voice search is coming to a phone near you – Yelp rankings correlate to Siri results• Apple Maps – Details unknown – Yelp integration likely @w2scott © Search Influence, LLC 2012
  • 49. The 800 pound gorilla gets (maybe) socialGoogle+ (Local) @w2scott © Search Influence, LLC 2012
  • 50. @w2scott© Search Influence, LLC 2012
  • 51. @w2scott© Search Influence, LLC 2012
  • 52. Where the fish are.Facebook @w2scott © Search Influence, LLC 2012
  • 53. Finding People Like You @w2scott © Search Influence, LLC 2012
  • 54. Demographic Targeting• Directly advertise to your core audience based on profile information• No organic competition – Unlike Search Engine Advertising, there is not organic results to compete with• Eliminates ad blindness due to oversaturation – Ads from different industries are often show together • (Example: marketing, musician fan page, and restaurants) @w2scott © Search Influence, LLC 2012
  • 55. @w2scott© Search Influence, LLC 2012
  • 56. @w2scott© Search Influence, LLC 2012
  • 57. @w2scott© Search Influence, LLC 2012
  • 58. @w2scott© Search Influence, LLC 2012
  • 59. @w2scott© Search Influence, LLC 2012
  • 60. @w2scott© Search Influence, LLC 2012
  • 61. Connections @w2scott © Search Influence, LLC 2012
  • 62. EdgeRank ExplainedFacebook visibility is driven by EdgeRank,FB’s internal algorithm: – Affinity – demonstrated “like” – Edge Weight – depth of connection – Recency – Self-explanatory – Media Types – Images, Videos, Polls, etc. get more weightMore fans are better and if they interact,better still. @w2scott © Search Influence, LLC 2012
  • 63. What’s an Edge? http://www.icoachmath.com/math_dictionary/Edge.html @w2scott © Search Influence, LLC 2012
  • 64. What’s a Face? http://www.icoachmath.com/math_dictionary/Face.html @w2scott © Search Influence, LLC 2012
  • 65. @w2scott© Search Influence, LLC 2012
  • 66. http://checkfacebook.com/ @w2scott © Search Influence, LLC 2012
  • 67. @w2scott© Search Influence, LLC 2012
  • 68. @w2scott© Search Influence, LLC 2012
  • 69. @w2scott© Search Influence, LLC 2012
  • 70. @w2scott© Search Influence, LLC 2012
  • 71. Campaign Reach: 83498 Frequency: 1.3 Social Reach: 173 Connections (Fans): 650 Clicks: 670 CTR: 0.602% Cost Per Fan: $0.177 Days in January @w2scott © Search Influence, LLC 2012
  • 72. Content @w2scott © Search Influence, LLC 2012
  • 73. @w2scott© Search Influence, LLC 2012
  • 74. http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/ @w2scott © Search Influence, LLC 2012
  • 75. @w2scott© Search Influence, LLC 2012
  • 76. @w2scott© Search Influence, LLC 2012
  • 77. @w2scott© Search Influence, LLC 2012
  • 78. @w2scott© Search Influence, LLC 2012
  • 79. Conversions @w2scott © Search Influence, LLC 2012
  • 80. @w2scott© Search Influence, LLC 2012
  • 81. @w2scott© Search Influence, LLC 2012
  • 82. @w2scott© Search Influence, LLC 2012
  • 83. “Excuse me while I whip this out”. Bart, Blazing Saddles 1974HOW DO YOU MEASURE IT @w2scott © Search Influence, LLC 2012
  • 84. The Challenge of (none) @w2scott © Search Influence, LLC 2012
  • 85. The Challenge of (none): URL Shorteners• TinyURL.com – http://tinyurl.com/ - the original• bit.ly – http://bit.ly/• budurl – http://budurl.com/• Ow.ly – http://ow.ly/ - built into Hootsuite @w2scott © Search Influence, LLC 2012
  • 86. Web Forms @w2scott ©2011, aimClear® © Search Influence, LLC 2012
  • 87. Web Forms – Input  Clear call to action  Hidden fields trap:  Referrer data  URL String for social @w2scott ©2011, aimClear® © Search Influence, LLC 2012
  • 88. Web Forms – Output @w2scott © Search Influence, LLC 2012
  • 89. The Holy Grail for Many Businesses:Calls @w2scott ©2011, aimClear® © Search Influence, LLC 2012
  • 90. Calls - Output @w2scott ©2011, aimClear® © Search Influence, LLC 2012
  • 91. Proving It @w2scott © Search Influence, LLC 2012
  • 92. Then It Changes @w2scott © Search Influence, LLC 2012
  • 93. http://gigaom.com/2012/02/21/facebook-is-set-to-release-a-new-premium-ads-product/http://www.acquisio.com/social/3-essential-tactics-to-optimize-organic-facebook-posts-for-page-post-ads/ @w2scott © Search Influence, LLC 2012
  • 94. Thank You!Will Scott•searchinfluence.com/blog•wscott@searchinfluence.com•twitter.com/w2scottData Courtesy of: – Neilsen – comScore / 15 Miles – BIA/Kelsey @w2scott © Search Influence, LLC 2012