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Search Engine & Social Media
       Marketing 101
            Janette Toral
  http://www.searchprofileindex.com
Internet Search emerges as the top
           online activity.




              Activities showing significant increase a...
What people Search for
      on the Net




         Base: Past month Internet users aged 10+ across National Urban Philip...
Search engine marketing
•  Encompasses any kind of search results.
•  Everything you do to raise your site’s
   visibility...
Search engine optimization
•  How you get your site’s pages to be
   shown in organic search results.
Search Marketing Program
•    Goals
•    Audience
•    Needs
•    Products
•    Potential
http://www.google.com/insights/search




SITE LAUNCH STEP #1 RESEARCH
Find out competition through
       search engine.
   Search engine is a reputation
             engine.
SITE launch Step #2 Structure /
             Optimize
•  About the site              •  Sidebar
•  Company index          ...
http://www.halalcertifiedfood.com launched August 10.   Relevance
Prominence               Reason to return




Density
             Proximity
Social media is changing the rules
         of engagement




                  Base: Past month Internet users aged 10+ a...
Facebook
•  Aim to reach 10,000
   Likes or Fans (tipping
   point).
•  Social context drives
   advocacy
Increase popularity
SITE Launch STEP #4 MEASURE VCR
Paid search
 (option)




Listed -
Search results




  Monitor your ranking. (results as of August 11)
http://buddygancenia.com/blog/rates
    - landing page for the link-building
    campaign.

    - All the necessary inform...
KEYWORDS          GOOGLE   YAHOO   BING

Corporate events
coverage             1        1      1
Philippines
Corporate vid...
RESULTS


It increased the inquiry about 3 times. Bookings also increased from
the time the campaign was launched.
New e-mail marketing
systems like Flowtown.com
has also integrated social
media component.
POS          CRM


digital        digital     digital      digital

  social         social      social       social
    g...
http://apps.facebook.com/proactivcleargame/
http://www.facebook.com/event.php?eid=145957765444104&ref=mf
The Needs
Managing your internet image
-  Will people search for you?
-  Will people write and talk about you?
-  Will peo...
Track and manage your campaigns* effectively.
The Solution

                              will:


-  Web Presence Tracking Report
-  Insights
Output
Initial baseline an...
The Solution

                               will:

         Provide detailed discussions on:

Output
Possible online stra...
The Solution


•  Resources, e-books, reports, e-mail based
   tutorial
•  Training videos
•  Forum
•  Webinar briefings
•...
Get updated deck
•  Will post handout at
   http://slideshare.net/janettetoral
•  Join our following activities:
  –  Sept...
Search Engine and Social Media Marketing 101
Search Engine and Social Media Marketing 101
Search Engine and Social Media Marketing 101
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Search Engine and Social Media Marketing 101

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Overview on the search engine and social media marketing steps and process. Presented at the SearchProfileIndex.com September 9 webinar by Janette Toral.

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Transcript of "Search Engine and Social Media Marketing 101"

  1. 1. Search Engine & Social Media Marketing 101 Janette Toral http://www.searchprofileindex.com
  2. 2. Internet Search emerges as the top online activity. Activities showing significant increase at 95% confidence levels Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010
  3. 3. What people Search for on the Net Base: Past month Internet users aged 10+ across National Urban Philippines who have used a search engine in the past month Source: Yahoo!-Nielsen Net Index 2010
  4. 4. Search engine marketing •  Encompasses any kind of search results. •  Everything you do to raise your site’s visibility in search engines to attract more visitors.
  5. 5. Search engine optimization •  How you get your site’s pages to be shown in organic search results.
  6. 6. Search Marketing Program •  Goals •  Audience •  Needs •  Products •  Potential
  7. 7. http://www.google.com/insights/search SITE LAUNCH STEP #1 RESEARCH
  8. 8. Find out competition through search engine. Search engine is a reputation engine.
  9. 9. SITE launch Step #2 Structure / Optimize •  About the site •  Sidebar •  Company index –  Facebook page •  Categories –  Twitter –  Cat1 –  Slideshare •  Photo –  Archives •  Description –  Ads •  Company info –  About author •  Keyword: category, –  News company name
  10. 10. http://www.halalcertifiedfood.com launched August 10. Relevance
  11. 11. Prominence Reason to return Density Proximity
  12. 12. Social media is changing the rules of engagement Base: Past month Internet users aged 10+ across National Urban Philippines Source: Yahoo!-Nielsen Net Index 2010 Do you know what people say about you?
  13. 13. Facebook •  Aim to reach 10,000 Likes or Fans (tipping point). •  Social context drives advocacy
  14. 14. Increase popularity
  15. 15. SITE Launch STEP #4 MEASURE VCR
  16. 16. Paid search (option) Listed - Search results Monitor your ranking. (results as of August 11)
  17. 17. http://buddygancenia.com/blog/rates - landing page for the link-building campaign. - All the necessary information about the videographer, contact details, the products and services, the rates and sample videos are all in this page. Winner of DigitalFilipino Social Networking Awards 2010 (Search Engine Marketing category)
  18. 18. KEYWORDS GOOGLE YAHOO BING Corporate events coverage 1 1 1 Philippines Corporate video 1 1 1 Philippines Events video coverage 1 1 1 Philippines Events coverage 1 2 1 Philippines Corporate events 2 8 4 coverage Video coverage 5 1 2 Philippines Events video 2 10 9 coverage
  19. 19. RESULTS It increased the inquiry about 3 times. Bookings also increased from the time the campaign was launched.
  20. 20. New e-mail marketing systems like Flowtown.com has also integrated social media component.
  21. 21. POS CRM digital digital digital digital social social social social game game game game Be Entertaining Grabs attention.. WOW!
  22. 22. http://apps.facebook.com/proactivcleargame/
  23. 23. http://www.facebook.com/event.php?eid=145957765444104&ref=mf
  24. 24. The Needs Managing your internet image -  Will people search for you? -  Will people write and talk about you? -  Will people share information about you?
  25. 25. Track and manage your campaigns* effectively.
  26. 26. The Solution will: -  Web Presence Tracking Report -  Insights Output Initial baseline analysis (pre-site work) Identifying conversion areas and how it will be carried out. Content development ideas. Improvements on the website, optimization of pages on keywords
  27. 27. The Solution will: Provide detailed discussions on: Output Possible online strategy Viral Marketing / Buzz ideas Improve what people see online about you Possible sites to target for advertising, engagement, & linking. Campaign ideas and execution Technology briefing
  28. 28. The Solution •  Resources, e-books, reports, e-mail based tutorial •  Training videos •  Forum •  Webinar briefings •  Search Engine Marketing Conference / Camp slots •  Search Engine Marketing Workshops
  29. 29. Get updated deck •  Will post handout at http://slideshare.net/janettetoral •  Join our following activities: –  September 28 to 30: Sales Tactics Using Search Engine & Social Media Marketing –  Visit http://www.searchprofileindex.com for more details.
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