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Modex 2012 Social Media Boot Camp

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Social media has complicated Internet marketing. Most B2B companies do not know how to begin or what to expect in return. The Bluff Brothers present a half-day session that will provide real-world …

Social media has complicated Internet marketing. Most B2B companies do not know how to begin or what to expect in return. The Bluff Brothers present a half-day session that will provide real-world examples of how to best incorporate online marketing concepts for success in 2012 and beyond.

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  • 1. Your Marketing Is Broken www.site-seeker.com
  • 2. About Today…• Download This Presentation on SlideShare• We’re here to help… o Toward the end of day o Consultations at your convenience www.site-seeker.com
  • 3. What We Will CoverPart 1• How has the Internet changed the way we do business?• The Internet Marketing Landscape• Determining online potential• The convergence of Search and Social www.site-seeker.com
  • 4. What We Will CoverPart 2• Internet marketing in more detail o Facebook o Google+ o YouTube o LinkedIn o Mobile marketing o SlideShare o URL Shorteners o Twitter o Search Engine Optimization o Blogging www.site-seeker.com
  • 5. What We Will CoverPart 3• Social Media as a force multiplier• ROI www.site-seeker.com
  • 6. www.site-seeker.com
  • 7. www.site-seeker.com
  • 8. www.site-seeker.com
  • 9. How products used to be purchased(before the Internet) I need a … Where do I get it? Shop Months Evaluate Negotiate Buy www.site-seeker.com
  • 10. … Today (in the Internet era) I need a … Where do I get it? Online Shop Evaluate Negotiate Prospect contact Buy www.site-seeker.com
  • 11. www.site-seeker.com
  • 12. Search Engine Results Page(SERP) www.site-seeker.com
  • 13. www.site-seeker.com
  • 14. www.site-seeker.com
  • 15. Vertical Websites Socia l 10,000 25% 12,500 12,500 Medi aYour Website 0.75% 0.75% 0.25% 1.0% 75 94 125 More Money 25% 67% www.site-seeker.com
  • 16. www.site-seeker.com
  • 17. Keywords tell the search engines whatyour site is about• Don’t let website designers pick keywords• Use words customers use• Examine competitor’s keywords• Position your content in the path of prospects looking for your product or service• Provide clues about prospects’ concerns/questions• Facilitates development of content important to potential customers www.site-seeker.com
  • 18. www.site-seeker.com
  • 19. www.site-seeker.com
  • 20. www.site-seeker.com
  • 21. www.site-seeker.com
  • 22. What has a combined Search (SEO) andSocial Media strategy meant to Site-Seeker? www.site-seeker.com
  • 23. Twitter• Influenced by: • Quality of content • Number of followers • Tweet volume www.site-seeker.com
  • 24. LinkedIn• Influenced by: • Number of connections • Profile updates • Discussions created • Popularity of discussions (comments) www.site-seeker.com
  • 25. www.site-seeker.com
  • 26. www.site-seeker.com
  • 27. 3 Banners Admin Powers Shortened url www.site-seeker.com
  • 28. www.site-seeker.com
  • 29. www.site-seeker.com
  • 30. Shortened Facebook url www.site-seeker.com
  • 31. Make it work for YOU www.site-seeker.com
  • 32. Google+ www.site-seeker.com
  • 33. Google+ Business Page – Example www.site-seeker.com
  • 34. Search Plus Your World www.site-seeker.com
  • 35. YouTube –Why? www.site-seeker.com
  • 36. Look & Feel www.site-seeker.com
  • 37. UploadingVideo www.site-seeker.com
  • 38. Annotations www.site-seeker.com
  • 39. Friends & Subscribers www.site-seeker.com
  • 40. Engagement www.site-seeker.com
  • 41. www.site-seeker.com
  • 42. www.site-seeker.com
  • 43. Company Pages www.site-seeker.com
  • 44. www.site-seeker.com
  • 45. www.site-seeker.com
  • 46. What is a shortened url? Long URL: http://www.nonprofitfacebookguy.com/the- new-facebook-insights-explained-in-plain-engish/ Short URL: bit.ly/opMapt www.site-seeker.com
  • 47. Advantages • Less likely to “break” • Not as “messy” • Much cleaner looking • Simple • Portable • Easy to track your brand www.site-seeker.com
  • 48. Details of bit.ly URL usage www.site-seeker.com
  • 49. Twitter top 10 tips for business www.site-seeker.com
  • 50. Search Twitter for:Community • Brands • People • Keywords www.site-seeker.com
  • 51. Direct Messages (DM)Do’s Thanks for follow, with personalized message Quick private conversations offline Automated messages to new followersDon’ts selling them Automated messages asking new followers to “LIKE” your Facebook page ANY automated message, period. www.site-seeker.com
  • 52. ReTweets (RT)• Great way to connect with people you want to engage with.• Don’tjust RT. Add value to the conversation. www.site-seeker.com
  • 53. Hash Tags (#) #joltbolt #bbsmc www.site-seeker.com
  • 54. Consistency Engage regularly & Monitor and consistently respond Utilize tools to Establish help maintain Xcommunity consistency CONSISTENCY www.site-seeker.com
  • 55. “Push” tweets 10%are all about me! PUSH www.site-seeker.com
  • 56. “Pull” tweets areengaging and 90%encourageconversation. PULL www.site-seeker.com
  • 57. Building Rapport RT’s DM’s#’s Shout Outs X RAPPORT www.site-seeker.com
  • 58. Monitor Effectiveness www.site-seeker.com
  • 59. Management Tools www.site-seeker.com
  • 60. www.site-seeker.com
  • 61. Why links are important?Credibility• Authority• Incoming links are votes of confidence• Links from related pages or sites• Related anchor text www.site-seeker.com
  • 62. www.site-seeker.com
  • 63. Local SearchGeneral Rule of ThumbIf a company can only survive (or thrive) locally… … then a portion of the people searching for the company’s products or services will refine their search using geographic modifiers Country, State/Province, City/Town/Village, Zip/Postal Code www.site-seeker.com
  • 64. Blogging Yesterday Today Tomorrow ??? www.site-seeker.com
  • 65. Establishing Credibility with Social Media Create Accounts (Name Claim) Grow Lead Networks Discussion Become the Participate Expert in Create Discussion Content Distribute Content www.site-seeker.com
  • 66. Establishing Credibility with Social Media Create Accounts (Name Claim) Grow Lead Networks Discussion Become the Participate Expert in Create Discussion Content Distribute Content www.site-seeker.com
  • 67. Twitter LinkedIn YouTube SM Platforms Published Print Social Media Tech FacebookMaximize Media PaperOpportunities Email Published CampaignMulti-purpose Online Website MediaContent BlogEngaging: Post Market Conference Sheet Presentation - fans - markets White Intranet/ - customers Paper eLiterature Press Application Release Note www.site-seeker.com
  • 68. Blogs establish you as the expert andsupport a strong search engine marketingplan Website Search (blog) Rank Engines Content Distribute Need Social Prospects Properties www.site-seeker.com
  • 69. www.site-seeker.com
  • 70. www.site-seeker.com
  • 71. Step 1: Create Expert Content www.site-seeker.com
  • 72. Step 2: Push content to various social platforms www.site-seeker.com
  • 73. Step 3: Socialize content within socialplatforms Discussions Updates Tweets Retweets Share … www.site-seeker.com
  • 74. Step 4: Achieve wide-reaching Search Engineexposure www.site-seeker.com
  • 75. Step 5: Grow your social reach social capital www.site-seeker.com
  • 76. Step 6: Drive brand-favorable visitors to your expert conte www.site-seeker.com
  • 77. Step 7: Gain visibility of your offering www.site-seeker.com
  • 78. Step 8: Grow your business $ $ $ $ $ $ $ www.site-seeker.com
  • 79. Google Analytics. . .• What is it? o Website Traffic Measurement & Analysis Tool• Where Do you get? o Free o Webmaster to install www.site-seeker.com
  • 80. Google Analytics: Key Features Revenue / Lead Generation Audience Audience Behavior Segmentation www.site-seeker.com
  • 81. Google Analytics: Revenue/LeadGeneration www.site-seeker.com
  • 82. Google Analytics: Revenue/LeadGeneration www.site-seeker.com
  • 83. Google Analytics: AudienceSegmentation www.site-seeker.com
  • 84. Google Analytics: AudienceSegmentation Medium Organic Advertising Direct Email Social Media Keywords Keywords Geographic Geographic Geographic Geographic Geographic Language Mobile V. Comp’ Mobile V. Comp’ New V. Product/Service New V. Mobile V. Comp’ Interactions Returning interests Returning www.site-seeker.com
  • 85. Google Analytics: Audience BehaviorSource Audience Interactions Value www.site-seeker.com
  • 86. Google Analytics:Audience Behavior www.site-seeker.com
  • 87. Google Analytics Social Plugins www.site-seeker.com
  • 88. Webmaster Tools: Key features Organic Keyword Page External/Internal Performance Links www.site-seeker.com
  • 89. Webmaster Tools www.site-seeker.com
  • 90. Webmaster Tools www.site-seeker.com
  • 91. Webmaster Tools www.site-seeker.com
  • 92. Webmaster Tools www.site-seeker.com
  • 93. Facebook InsightsPeople Talking About True Reach Virality Friends ofThis Fans www.site-seeker.com
  • 94. Seeing it in action . . . www.site-seeker.com
  • 95. The proof is in the pudding . . .• Facebook referrals jumped 50% o The value of those referrals? • Average time on site went from 1:30 to 7:10 • Bounce rate dropped by 20% www.site-seeker.com
  • 96. YouTube Analytics - What’s Reported • Views Reports o Views o Demographics o Playback Locations o Traffic Sources o Audience Retention • Engagement Reports o Subscribers o Likes and Dislikes o Favorites o Comments o Sharing www.site-seeker.com
  • 97. Views Reports www.site-seeker.com
  • 98. www.site-seeker.com
  • 99. Case Study: Marketing Through The Recession • Limited staff/dollars • Limited time • Too much competition for our marketing dollar • Too much search engine clutter • Too many unqualified inquires • Internet technology changing too quickly www.site-seeker.com
  • 100. 2009 Initiative – Revamp Online Marketing Mix• Situation o New website o Slowdown Q4 2008 – Q4 2009 o Tired marketing program• Goal o Reduce marketing spend o Increase qualified traffic o Increase leads, proposals, orders… www.site-seeker.com
  • 101. Cost Per Organic traffic was theVisit $0.70 $2.06 $10.37 least expensive at the point closest to our goalCost Per • 37% less than PPCSticky $1.49 $3.98 $15.37 • 83% less than DirectoriesVisitCost PerContact $9.50 $14.99 $57.03Page Visit Dollars ($) Online Directory Pay Per Click (PPC) Organic (SEO) (bounce = 33.3%) (bounce = 53.2%) (bounce = 48.2%) www.site-seeker.com
  • 102. The Plan: 28% Decrease in Online Spending•Refocused pay per click costs•Decreased or stopped directory spending www.site-seeker.com
  • 103. The Plan: Targeted Search Engine Initiatives August 2009 – July 2010 August 2009 – July 2009 208% Increase in traffic for “gear manufacturers” www.site-seeker.com
  • 104. Result: 32% Increase in Conversions does not consider phone calls www.site-seeker.com
  • 105. www.site-seeker.com
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  • 107. www.site-seeker.com
  • 108. www.site-seeker.com
  • 109. www.site-seeker.com
  • 110. Powerful Simple Changes Short Form Submission 120 Long Forms Submitted 142 Short Forms Submitted 262 Total 114.75% www.site-seeker.com
  • 111. Jolt & Bolt . . . Site-Seeker, www.site-seeker.com Inc. 2011
  • 112. Here’s the impact: Since we launched Jolt & Bolt on June 16, 2011 our content has been seen, heard, watched or viewed 3,160 times. 24 531 571 2,499 www.site-seeker.com
  • 113. Your Marketing Is Broken www.site-seeker.com