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Shira abel smx facebook-twitter-google+-presentation-january-2012-shira-abel sa3-1-12-12

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  • ASK THE AUDIENCE IF THEY NEED TO KNOW WHY TO DO SOCIAL – IF THEY DON’T – SKIP THESE PAGES & GET TO THE TACHLIS
  • NOW LET’S GET INTO THE DIFFERENT SOCIAL PLATFORMS
  • Danny Sullivan did an article on Searchengineland about how Google is now putting a brands HOMEPAGE under a Google+ post (in the references at the end of the presentation – will load to slideshare)
  • Transcript

    • 1. @shiraabel Oh, my!
    • 2. @shiraabel Shira Abel• CEO, Hunter & Bard• 10+ years in hi-tech internet marketing• EMBA from Kellogg School of Management, Tel Aviv University Branch• Lectured worldwide on digital marketing• Marketing blogger, Twitter fiend
    • 3. @shiraabel Social Marketing is Not New  Q: What did Dorothy, the Lion, Tiger, & Bear have in common?  A: They wanted to be heard & acknowledged  Q: Where did Word of Mouth Marketing come from?  The second someone recommended one merchant over another (in other words, centuries ago)
    • 4. @shiraabel People Like to Share
    • 5. @shiraabel Gained Mind Share = Loyalty
    • 6. @shiraabel
    • 7. @shiraabel Integrate Social Into Your Strategy This one scares me…
    • 8. @shiraabel Strategy & Real Engagement Works YouTube Views 2010 An ave. increase of 176% YouTube Views 2009
    • 9. @shiraabel Different Platforms = Different Results
    • 10. @shiraabel Twitter Haz Search?  The break up with Google last year has not done Twitter any favors in the SERPs – they don’t show up  Doesn’t work well with BING either  And their own search sucks isn’t very good  FORTUNATELY – it’s not all about search. Twitter is a great place to engage online in real time
    • 11. @shiraabel Facebook Fan Page – BING Anyone?  The world lives on FB (minus Japan where they live on Mixi & Brazil where they live on Orkut)  Edgerank is the FB ranking algorithm  Rates photos the highest, then video, then content  Slams you if too many people “Hide” your page from their wall  Uses BING as their internal search for outside results
    • 12. @shiraabel Google+ “Search Plus Your World”  Google+ posts are now showing up higher than brand websites or other social platforms in Google’s SERPs
    • 13. @shiraabel And the Mighty Google Spoketh  Adds content to your Google+ profile +1 tab or wall (if you add a comment)  Affects the posts standing in the SERPs  You can +1 a website while searching Google
    • 14. @shiraabel I Can See, I Can See!  Owned by Google  2nd largest search engine  Fully integrated into Google+  Easier to SEO by the day  Good information in the analytics
    • 15. @shiraabel For Lifetime Post Value
    • 16. @shiraabel People are Sharing
    • 17. @shiraabel Process of Engagement  What’s your goal?  Getting people to go to a certain location?  Mind share?  Educating the consumer?  Where does your customer live?  (Nearly everyone is on Facebook)  More chatty people are on Twitter  Google+ seems to be people who love animated GIF’s  What are they interested in?  Give it to them. Really. It’s that simple  Remember – It’s Not About You
    • 18. @shiraabel Discovery & Retention
    • 19. @shiraabel Social is not like SEM or SEO WHEN YOU HAVE TO BUY THEIR LOVE, YOU’VE LOST
    • 20. @shiraabel Have a heart. Show you care.
    • 21. @shiraabel Take Aways Giving builds trust which in turn builds loyalty People would rather purchase from and work with a company that they like Using social as a push media will not get you the results you desire Google OWNS you. Like it or not, you have to be there (cue Miriam Schwab…)
    • 22. @shiraabel Thank Yous, References, & Reads  http://www.emarketer.com/Article.aspx?R=1008764&ecid=a6506033675d47f8816 51943c21c5ed4  http://techcrunch.com/2012/01/07/when-you-have-to-buy-their-love-youve-lost/ (took the headline, which is just brilliant and totally true)  http://www.cmocouncil.org/images/uploads/216.pdf  http://wearesocial.net/blog/2012/01/consumers-social/  http://searchengineland.com/examples-google-search-plus-drive-facebook- twitter-crazy-107554  http://www.socialable.co.uk/20-vital-twitter-management-tools-for-2012/  http://www.seomoz.org/blog/tracking-the-roi-of-social-media
    • 23. @shiraabel Where is Your Customer?