Social Media Marketing & Local Search Marketing

You x Social Media Marketing = $$$Florida Marketing Conference, November ‘09
JonRognerudJon Rognerud, Social Media / SEO Consultant
http://www.chaosmap.com

Agenda & Outline
Background, a bit about me.
History – Search v1, v2, v3
Why Social Media, Why Now?
Where Are You: Ladder & Process
Fishing: SMM - Twitter, Facebook Tactics
Local Search Tips
The “Google” Secret!
More Secrets? (ask me)

Do you feel like this on Social Media?

Search “1.0”

Search “2.0”

Search “3.0”

Are You Familiar With These? You Should.

Mind-Blowing Statistics: YouTube
If YouTube were a country, it would be the third most-populated place in the world.
20 hours-worth of video is uploaded to the site every single minute.
According to Youtube themselves, over half of users visit the site at least once a week.
The #2 largest search engine in the world is YouTube

Mind-Blowing Statistics: Facebook
The site has more than 300 million active users globally.
The average user has around 120 friends on the site.
Every single month, more than a billion photos are uploaded to the site.
The fastest growing segment on Facebook is 55-65 year-old females

Mind-Blowing Statistics: Twitter
Over the past twelve months, Twitter’s year-on-year growth rate has broken the 1000% barrier.
Tuesday is the most active day for Tweeting, followed by Wednesday and then Friday.
Reported that 5% of Twitter users account for 75% of all activity and that 72.5% of all users joined in the first 5 months of 2009.

Social Media a Fad? Hmm…
Study on growth of Social media – 75% of Internet
users involved in Social Media in 2008.

Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Creators
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Critics
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Collectors
Maintain profile on a social networking site
Visit social networking sites
Joiners
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
Spectators
None of the above
Inactives
The Social Technographics™ Ladder
The Forrester – and industry-standard – model for measuring use of social media

Making the social media leap?

P
O
S
T
The 4-Step “Social Strategy”
PeopleAssess your customers’ social activities
ObjectivesDecide what you want to accomplish
StrategyPlan for how relationships with customers will change
VISIBILITY!
TRAFFIC!
CONVERSIONS!
PROFITS!
Technology/TacticsDecide which social technologies and tactics to use

Things You Could (Should) Work on
Social Media Strategy & Planning
Social network profile setup & management
Facebook / Twitter specialists
SEO 2.0 – Social Content Marketing & Optimization
Social Conversation Marketing
Online Video Marketing
Online Reputation Management
Local search, blended (Universal) search

The Google Landscape – V1

Google V2: Opportunities for Local & Social!

Professional & Simple!

Some Tactics – “Everywhere”
A Good Title & Description – Make or Break Your Social Media Submission
Bad: “PDRestoration Water Damage”
Good: “Water Damage Cleanup Services – Complete In Less Than 24 Hours.”
“Get The Clean Up Job Done By The Most Trusted Name in the Business: Paul Davis Restoration”

Copy & Attention
Brands:
Got Milk?
Where’s the Beef?
We Try Harder
Just Do It.
“Men Wanted – For hazardous journey, small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful - honor and recognition in case of success” -- Ernest Shackleton
AIDA = Attention, Interest, Desire & Action.
Ask a question
Tell A Story
How to, How, Why, Which, Whoelse

OLD WAY – THE NEW WAY

How To Start “Fishing”: Social Networking
WHAT FISH TO CATCH?
Who’s buying your services/products?
Who are the people?
WHAT WATERS DO THEY SWIM IN?
Twitter, Facebook, LinkedIn, Youtube, Blogs
WHAT HOOKS/FLIES WILL THE FISH BITE ON?
What do the buyers crave, what connects you to them
Break products/services down, create a hook per bite
WHAT CASTING METHODS TO PLACE YOUR HOOKS FOR BITES?
Converse naturally: Engage, Relate, Share, Speak with, not at
REEL THE FISH IN, CATCH & COOK
“play” with the line, but don’t let it off the hook!
Cook in stages – Example: Twitter to “hook”, Facebook to “Eat”
Special offers

Local Search Tips – Top Factors
Add Google/Yahoo local business listing with the address in the city being searched.
Ensure citations from major data providers, such as infoUSA, Localeze, and Internet yellow pages providers.
Associate your local business listing in the proper categories.
Include a claimed, verified local business listing with Google/Yahoo.
Include product/service keywords in the title of your local business listing.
Tip: Getlisted.org

Local Search Tips: 20 IYP Ranking Providers
TOP 10 – “A”
TOP 10 – “B”
Superpages
Citysearch
Yelp
Yahoo Local
InsiderPages
YellowPages.com
BizJournals
AreaConnect
MagicYellow
Switchboard
MerchantCircle
GetFave
Yellowbot
Yellowpages.Lycos.com
Kudzu
Discoverourtown
Loqal.com
Local.Ingenio.com
YellowUSA.com
IAF.net
Study from August 2009, Andrew Shotland
City + Category Searches (“San Diego Water Cleanup”)
20 top YP headings found in Google
Varied categories
Cities across the US

Facebook Tactics
Join a Group
Use search feature to reach out to targets
Questions & Answers (also big on LinkedIn)
Fan Pages
Custom Business URL & Personal URL
Email invites (more viewed than reg. email)
More Personal Than Twitter

Twitter Tactics
Schedule time to research posts for the week
Use Tweetlater.com to schedule posts
Auto-direct message to useful information
Auto-Follow and send additional information
Track activity with budurl.com
Use Twitter to send feeds into FB, others
Use “cloaked” links 5% of the time. It’s about “them”, not you.

Why Google’s Algo Can Help Social Media

Ranking Factors: Youtube (suggested)
Usage of core keywords
How community/social driven the video is
The title and description of the video, as well as the usage of keywords, links and tags in the description
View counts and frequency
The video’s user ratings
How often the video is shared and favorite’d
How often the video is added to playlists/what playlists it’s on
How often the video is flagged
The number of comments the video’s received and how often it’s thumbed up/down
Whether the video comes from an authority channel (like a site that gets a “one box” result)
The amount and types of links pointing at the video
How many times the video’s been embedded
How many video responses (if any) the video has received
The number of subscribers/channel views
Whether you’re using paid search to promote your video (you can use paid search advertising for a short burst of awareness)

Resources
Stumble Upon Toolbar
Delicious Bookmarks
Keyword Research (Google Keyword Tool)
Blogs (Wordpress) & UGC * user generated
Go2Web20.net
TubeMogul.com (video syndication)
TwitterHawk (Local)
Tweetbeep & Google Alerts (track)
SpyFu (adwords)
Press Releases (free: prlog.org, pr.com)

New Things Going On at PDR
Automatic Social Creation Tools & Help
Setup & Profile Productivity
Twitter
Facebook
Yelp
Local Search
and more…
Online portal & resources, PDR
Updated Web Templates
New Pages, Press Releases, Content, Blog

THANK YOU FOR YOUR TIME!
Would love to connect & learn from You!
Jon Rognerud
Founder, ChaosMap.com (424) 634-1359 [direct]
jon@chaosmap.com
twitter.com/jonrognerud
http://seostarter.chaosmap.com

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Social Media Marketing & Local Search Marketing

by Jon Rognerud on Nov 21, 2009

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Social Media Marketing & Local Search Marketing — Presentation Transcript