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Will ScottDigitiZING – Birmingham AL June 27, 2012                                                 @w2scott               ...
The most important thing in  business is sincerity… If you can fake that, you’ve got it               made.               ...
@w2scotthttp://www.flickr.com/photos/sheepies/          © Search Influence, LLC 2012
@w2scotthttp://www.flickr.com/photos/seandreilinger/   © Search Influence, LLC 2012
@w2scott                      http://www.flickr.com/photos/darrenhester/                                     © Search Infl...
About MeWill Scott• Working Online since 1994• Promoting Sites since 2000Search Influence•   45 Full-Time employees•   > 4...
What’s ComingYour Social / Media Opportunities  – Blogs, YouTube, Flickr, Facebook, TwitterFinding PLU  – Your people, onl...
BUILDING TRUST                                   @w2scott                 © Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
A little data to whet your appetite.Setting The Stage                                                         @w2scott    ...
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
http://checkfacebook.com/ @w2scott            © Search Influence, LLC 2012
Where do you fish?Where the Fish Are!                                        @w2scott                      © Search Influe...
Nielsen Social Media Report, Q3 2011 http://bit.ly/naqGb8                                       @w2scott                 ©...
Importance of Social EngagementSocial Net w ork Searchers        I m port ance of Local Business inf orm at ion of f ered ...
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 purc...
Use of Social Networking Sites for Local SearchUse of Social Networking Sites for local business searches has increased 67...
Consumer Review SubmissionSocial network local business users are heavily engaged in social aspects of localbusiness searc...
US Local Search:               Mobile Vs. Desktop   In 2015, mobile local search volume will surpass desktop search for t...
SMBs Considering Social Media Activities          (Next 12 Months)                                                @w2scott...
Staking your claimWhy You Want a Blog                                        @w2scott                      © Search Influe...
Blogging – The DataSource: HubSpot, http://bit.ly/fTFsKg                                                          @w2scott...
Also: 97% more links and 434% more                 indexed pagesSource: HubSpot, http://bit.ly/4evTc                      ...
Your Blog – Home BaseWhy Should you Blog?• Educate, Inform, Answer Questions                                              ...
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
Your BlogWhy Should you Blog?• Educate, Inform, Answer Questions• Show Human Side                                         ...
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
Your BlogWhy Should you Blog?• Educate, Inform, Answer Questions• Show Human Side• Build Relevant Content                 ...
@w2scott© Search Influence, LLC 2012
Your BlogWhy Should you Blog?• Educate, Inform, Answer Questions• Show Human Side• Build Relevant ContentWhy Not Blog?• No...
Are You Down with OPB?• What about other people’s blogs?  – Bloggers need content  – Search out PLU (with an audience)    ...
Twitter                            @w2scott          © Search Influence, LLC 2012
Keys to Twitter EngagementFollowing  • Identify, follow and interact with local TweepsPresence  • Twitter stream moves fas...
Finding The Fish: Twitter     Twitter Advanced Searchhttp://twitter.com/search-advanced                                   ...
Finding The Fish: Twitter              Nearby Tweets             nearbytweets.com                                    @w2sc...
Finding The Fish: Twitter                   Chirp City                 chirpcity.com                                    @w...
Finding The Fish: Twitter                 LocaFollow               locafollow.com                                    @w2sc...
Following Tools – Data                                   @w2scott                 © Search Influence, LLC 2012
Who has time for this?• Give to get  – What do you have to offer?  – Who are you following? What do they have to    say? W...
Presence – Dealing with            ADTD• ADTD = Attention Deficit Twitter Disorder• Your followers aren’t all online right...
Give the people what they wantYelp (and other review sites)                                                   @w2scott    ...
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
Yelp, Not Just for The Left Coast• Yelp Powers Siri  – Voice search is coming to a phone near you  – Yelp rankings correla...
The 800 pound gorilla gets (maybe) socialGoogle+ (Local)                                                              @w2s...
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
Where the fish are.Facebook                                        @w2scott                      © Search Influence, LLC 2...
Finding People Like You                                      @w2scott                    © Search Influence, LLC 2012
Demographic Targeting• Directly advertise to your core audience based  on profile information• No organic competition  – U...
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
Connections                                @w2scott              © Search Influence, LLC 2012
EdgeRank ExplainedFacebook visibility is driven by EdgeRank,FB’s internal algorithm:  – Affinity – demonstrated “like”  – ...
What’s an Edge?  http://www.icoachmath.com/math_dictionary/Edge.html                                               @w2scot...
What’s a Face?   http://www.icoachmath.com/math_dictionary/Face.html                                             @w2scott ...
@w2scott© Search Influence, LLC 2012
http://checkfacebook.com/ @w2scott            © Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
Campaign Reach: 83498                    Frequency: 1.3                    Social Reach: 173                    Connection...
Content                            @w2scott          © Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/                                 ...
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
Conversions                                @w2scott              © Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
@w2scott© Search Influence, LLC 2012
“Excuse me while I whip this out”. Bart, Blazing Saddles 1974HOW DO YOU MEASURE IT                                        ...
The Challenge of (none)                                   @w2scott                 © Search Influence, LLC 2012
The Challenge of (none):               URL Shorteners• TinyURL.com   – http://tinyurl.com/ - the original• bit.ly   – http...
Web Forms                                                 @w2scott            ©2011, aimClear®                            ...
Web Forms – Input         Clear call to action         Hidden fields trap:           Referrer data           URL Strin...
Web Forms – Output                                @w2scott              © Search Influence, LLC 2012
The Holy Grail for Many Businesses:Calls                                                                @w2scott          ...
Calls - Output                                          @w2scott     ©2011, aimClear®                        © Search Infl...
Proving It                               @w2scott             © Search Influence, LLC 2012
Then It Changes                                    @w2scott                  © Search Influence, LLC 2012
http://gigaom.com/2012/02/21/facebook-is-set-to-release-a-new-premium-ads-product/http://www.acquisio.com/social/3-essenti...
Thank You!Will Scott•searchinfluence.com/blog•wscott@searchinfluence.com•twitter.com/w2scottData Courtesy of:  – Neilsen  ...
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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 of "Strategies to Engage in Social Media - Will Scott- Search Influence"

    1. 1. Will ScottDigitiZING – Birmingham AL June 27, 2012 @w2scott © Search Influence, LLC 2012
    2. 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. 3. @w2scotthttp://www.flickr.com/photos/sheepies/ © Search Influence, LLC 2012
    4. 4. @w2scotthttp://www.flickr.com/photos/seandreilinger/ © Search Influence, LLC 2012
    5. 5. @w2scott http://www.flickr.com/photos/darrenhester/ © Search Influence, LLC 2012http://www.searchinfluence.com/2010/11/have-you-measured-it/
    6. 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. 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. 8. BUILDING TRUST @w2scott © Search Influence, LLC 2012
    9. 9. @w2scott© Search Influence, LLC 2012
    10. 10. @w2scott© Search Influence, LLC 2012
    11. 11. A little data to whet your appetite.Setting The Stage @w2scott © Search Influence, LLC 2012
    12. 12. @w2scott© Search Influence, LLC 2012
    13. 13. @w2scott© Search Influence, LLC 2012
    14. 14. http://checkfacebook.com/ @w2scott © Search Influence, LLC 2012
    15. 15. Where do you fish?Where the Fish Are! @w2scott © Search Influence, LLC 2012
    16. 16. Nielsen Social Media Report, Q3 2011 http://bit.ly/naqGb8 @w2scott © Search Influence, LLC 2012
    17. 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. 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. 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. 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. 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. 22. SMBs Considering Social Media Activities (Next 12 Months) @w2scott © Search Influence, LLC 2012
    23. 23. Staking your claimWhy You Want a Blog @w2scott © Search Influence, LLC 2012
    24. 24. Blogging – The DataSource: HubSpot, http://bit.ly/fTFsKg @w2scott © Search Influence, LLC 2012
    25. 25. Also: 97% more links and 434% more indexed pagesSource: HubSpot, http://bit.ly/4evTc @w2scott © Search Influence, LLC 2012
    26. 26. Your Blog – Home BaseWhy Should you Blog?• Educate, Inform, Answer Questions @w2scott © Search Influence, LLC 2012
    27. 27. @w2scott© Search Influence, LLC 2012
    28. 28. @w2scott© Search Influence, LLC 2012
    29. 29. Your BlogWhy Should you Blog?• Educate, Inform, Answer Questions• Show Human Side @w2scott © Search Influence, LLC 2012
    30. 30. @w2scott© Search Influence, LLC 2012
    31. 31. @w2scott© Search Influence, LLC 2012
    32. 32. Your BlogWhy Should you Blog?• Educate, Inform, Answer Questions• Show Human Side• Build Relevant Content @w2scott © Search Influence, LLC 2012
    33. 33. @w2scott© Search Influence, LLC 2012
    34. 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. 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. 36. Twitter @w2scott © Search Influence, LLC 2012
    37. 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. 38. Finding The Fish: Twitter Twitter Advanced Searchhttp://twitter.com/search-advanced @w2scott © Search Influence, LLC 2012
    39. 39. Finding The Fish: Twitter Nearby Tweets nearbytweets.com @w2scott © Search Influence, LLC 2012
    40. 40. Finding The Fish: Twitter Chirp City chirpcity.com @w2scott © Search Influence, LLC 2012
    41. 41. Finding The Fish: Twitter LocaFollow locafollow.com @w2scott © Search Influence, LLC 2012
    42. 42. Following Tools – Data @w2scott © Search Influence, LLC 2012
    43. 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. 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. 45. Give the people what they wantYelp (and other review sites) @w2scott © Search Influence, LLC 2012
    46. 46. @w2scott© Search Influence, LLC 2012
    47. 47. @w2scott© Search Influence, LLC 2012
    48. 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. 49. The 800 pound gorilla gets (maybe) socialGoogle+ (Local) @w2scott © Search Influence, LLC 2012
    50. 50. @w2scott© Search Influence, LLC 2012
    51. 51. @w2scott© Search Influence, LLC 2012
    52. 52. Where the fish are.Facebook @w2scott © Search Influence, LLC 2012
    53. 53. Finding People Like You @w2scott © Search Influence, LLC 2012
    54. 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. 55. @w2scott© Search Influence, LLC 2012
    56. 56. @w2scott© Search Influence, LLC 2012
    57. 57. @w2scott© Search Influence, LLC 2012
    58. 58. @w2scott© Search Influence, LLC 2012
    59. 59. @w2scott© Search Influence, LLC 2012
    60. 60. @w2scott© Search Influence, LLC 2012
    61. 61. Connections @w2scott © Search Influence, LLC 2012
    62. 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. 63. What’s an Edge? http://www.icoachmath.com/math_dictionary/Edge.html @w2scott © Search Influence, LLC 2012
    64. 64. What’s a Face? http://www.icoachmath.com/math_dictionary/Face.html @w2scott © Search Influence, LLC 2012
    65. 65. @w2scott© Search Influence, LLC 2012
    66. 66. http://checkfacebook.com/ @w2scott © Search Influence, LLC 2012
    67. 67. @w2scott© Search Influence, LLC 2012
    68. 68. @w2scott© Search Influence, LLC 2012
    69. 69. @w2scott© Search Influence, LLC 2012
    70. 70. @w2scott© Search Influence, LLC 2012
    71. 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. 72. Content @w2scott © Search Influence, LLC 2012
    73. 73. @w2scott© Search Influence, LLC 2012
    74. 74. http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/ @w2scott © Search Influence, LLC 2012
    75. 75. @w2scott© Search Influence, LLC 2012
    76. 76. @w2scott© Search Influence, LLC 2012
    77. 77. @w2scott© Search Influence, LLC 2012
    78. 78. @w2scott© Search Influence, LLC 2012
    79. 79. Conversions @w2scott © Search Influence, LLC 2012
    80. 80. @w2scott© Search Influence, LLC 2012
    81. 81. @w2scott© Search Influence, LLC 2012
    82. 82. @w2scott© Search Influence, LLC 2012
    83. 83. “Excuse me while I whip this out”. Bart, Blazing Saddles 1974HOW DO YOU MEASURE IT @w2scott © Search Influence, LLC 2012
    84. 84. The Challenge of (none) @w2scott © Search Influence, LLC 2012
    85. 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. 86. Web Forms @w2scott ©2011, aimClear® © Search Influence, LLC 2012
    87. 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. 88. Web Forms – Output @w2scott © Search Influence, LLC 2012
    89. 89. The Holy Grail for Many Businesses:Calls @w2scott ©2011, aimClear® © Search Influence, LLC 2012
    90. 90. Calls - Output @w2scott ©2011, aimClear® © Search Influence, LLC 2012
    91. 91. Proving It @w2scott © Search Influence, LLC 2012
    92. 92. Then It Changes @w2scott © Search Influence, LLC 2012
    93. 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. 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
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