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Your Marketing Is Broken                           www.site-seeker.com
About Today…• Download This Presentation on  SlideShare• We’re here to help…  o Toward the end of day  o Consultations at ...
What We Will CoverPart 1• How has the Internet changed the way we  do business?• The Internet Marketing Landscape• Determi...
What We Will CoverPart 2• Internet marketing in more detail  o   Facebook  o   Google+  o   YouTube  o   LinkedIn  o   Mob...
What We Will CoverPart 3• Social Media as a force multiplier• ROI                                       www.site-seeker.com
www.site-seeker.com
www.site-seeker.com
www.site-seeker.com
How products used to be purchased(before the Internet)          I need a …               Where do I get it?               ...
… Today (in the Internet era)           I need a …                 Where do I get it?     Online                          ...
www.site-seeker.com
Search Engine Results Page(SERP)                             www.site-seeker.com
www.site-seeker.com
www.site-seeker.com
Vertical               Websites                          Socia                          l                               10...
www.site-seeker.com
Keywords tell the search engines whatyour site is about• Don’t let website designers pick keywords• Use words customers us...
www.site-seeker.com
www.site-seeker.com
www.site-seeker.com
www.site-seeker.com
What has a combined Search (SEO) andSocial Media strategy meant to Site-Seeker?                                  www.site-...
Twitter• Influenced by:    • Quality of content    • Number of followers    • Tweet volume                            www....
LinkedIn• Influenced by:    • Number of connections    • Profile updates    • Discussions created    • Popularity of    di...
www.site-seeker.com
www.site-seeker.com
3    Banners     Admin Powers     Shortened url    www.site-seeker.com
www.site-seeker.com
www.site-seeker.com
Shortened Facebook url                         www.site-seeker.com
Make it work for YOU                       www.site-seeker.com
Google+          www.site-seeker.com
Google+ Business Page – Example                              www.site-seeker.com
Search Plus Your World                         www.site-seeker.com
YouTube –Why?            www.site-seeker.com
Look & Feel              www.site-seeker.com
UploadingVideo    www.site-seeker.com
Annotations              www.site-seeker.com
Friends & Subscribers                        www.site-seeker.com
Engagement             www.site-seeker.com
www.site-seeker.com
www.site-seeker.com
Company Pages                www.site-seeker.com
www.site-seeker.com
www.site-seeker.com
What is a shortened url?  Long URL: http://www.nonprofitfacebookguy.com/the-  new-facebook-insights-explained-in-plain-eng...
Advantages  •   Less likely to “break”  •   Not as “messy”  •   Much cleaner looking  •   Simple  •   Portable  •   Easy t...
Details of bit.ly URL usage                              www.site-seeker.com
Twitter top 10 tips for business                                   www.site-seeker.com
Search Twitter for:Community   • Brands            • People            • Keywords                 www.site-seeker.com
Direct Messages (DM)Do’s     Thanks for follow, with personalized message         Quick private conversations offline     ...
ReTweets (RT)• Great way to connect with people you want to  engage with.• Don’tjust RT. Add value to the conversation.   ...
Hash Tags (#)   #joltbolt                #bbsmc                            www.site-seeker.com
Consistency             Engage regularly &   Monitor and                consistently       respond                        ...
“Push” tweets                    10%are all about me!                    PUSH                    www.site-seeker.com
“Pull” tweets areengaging and        90%encourageconversation.       PULL                    www.site-seeker.com
Building Rapport        RT’s             DM’s#’s                             Shout Outs                X               RAP...
Monitor Effectiveness                        www.site-seeker.com
Management Tools                   www.site-seeker.com
www.site-seeker.com
Why links are important?Credibility• Authority• Incoming links are  votes of confidence• Links from related  pages or site...
www.site-seeker.com
Local SearchGeneral Rule of ThumbIf a company can only survive (or thrive) locally…    … then a portion of the people sear...
Blogging   Yesterday   Today   Tomorrow                              ???                           www.site-seeker.com
Establishing Credibility with Social Media                       Create Accounts                       (Name Claim)       ...
Establishing Credibility with Social Media                        Create Accounts                        (Name Claim)     ...
Twitter                             LinkedIn         YouTube                        SM                     Platforms      ...
Blogs establish you as the expert andsupport a strong search engine marketingplan       Website                           ...
www.site-seeker.com
www.site-seeker.com
Step 1: Create Expert Content                                www.site-seeker.com
Step 2: Push content to various social platforms                                         www.site-seeker.com
Step 3: Socialize content within socialplatforms                                                 Discussions              ...
Step 4: Achieve wide-reaching Search Engineexposure                                      www.site-seeker.com
Step 5: Grow your social reach social capital                                         www.site-seeker.com
Step 6: Drive brand-favorable visitors to your expert conte                                           www.site-seeker.com
Step 7: Gain visibility of your offering                                           www.site-seeker.com
Step 8: Grow your business                             $                             $                             $      ...
Google Analytics. . .• What is it?  o Website Traffic Measurement & Analysis Tool• Where Do you get?  o Free  o Webmaster ...
Google Analytics: Key Features                        Revenue /                          Lead                        Gener...
Google Analytics: Revenue/LeadGeneration                                 www.site-seeker.com
Google Analytics: Revenue/LeadGeneration                                 www.site-seeker.com
Google Analytics: AudienceSegmentation                             www.site-seeker.com
Google Analytics: AudienceSegmentation                                      Medium    Organic        Advertising        Di...
Google Analytics: Audience BehaviorSource        Audience    Interactions Value                                      www.s...
Google Analytics:Audience Behavior                    www.site-seeker.com
Google Analytics Social Plugins                                  www.site-seeker.com
Webmaster Tools: Key features                            Organic Keyword                  Page                        Exte...
Webmaster Tools                  www.site-seeker.com
Webmaster Tools                  www.site-seeker.com
Webmaster Tools                  www.site-seeker.com
Webmaster Tools                  www.site-seeker.com
Facebook InsightsPeople Talking About   True Reach   Virality     Friends ofThis                                          ...
Seeing it in action . . .                            www.site-seeker.com
The proof is in the pudding . . .• Facebook referrals jumped 50%   o The value of those referrals?      • Average time on ...
YouTube Analytics - What’s Reported • Views Reports   o   Views   o   Demographics   o   Playback Locations   o   Traffic ...
Views Reports                www.site-seeker.com
www.site-seeker.com
Case Study: Marketing Through The Recession • Limited staff/dollars • Limited time • Too much competition for our marketin...
2009 Initiative – Revamp Online Marketing  Mix• Situation  o New website  o Slowdown Q4 2008 – Q4 2009  o Tired marketing ...
Cost Per                                               Organic traffic was theVisit           $0.70 $2.06      $10.37     ...
The Plan: 28% Decrease in Online   Spending•Refocused pay per click costs•Decreased or stopped directory spending         ...
The Plan: Targeted Search Engine Initiatives                             August 2009 – July 2010                          ...
Result: 32% Increase in Conversions                                       does not                                       c...
www.site-seeker.com
www.site-seeker.com
www.site-seeker.com
www.site-seeker.com
www.site-seeker.com
Powerful Simple Changes           Short Form Submission           120 Long Forms Submitted           142 Short Forms Submi...
Jolt & Bolt . . .         Site-Seeker,   www.site-seeker.com         Inc. 2011
Here’s the impact: Since we launched Jolt & Bolt on June 16, 2011 our content has been seen, heard, watched or viewed 3,16...
Your Marketing Is Broken                           www.site-seeker.com
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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 examples of how to best incorporate online marketing concepts for success in 2012 and beyond.

Published in: Technology, Business
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  • Transcript of "Modex 2012 Social Media Boot Camp"

    1. 1. Your Marketing Is Broken www.site-seeker.com
    2. 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. 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. 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. 5. What We Will CoverPart 3• Social Media as a force multiplier• ROI www.site-seeker.com
    6. 6. www.site-seeker.com
    7. 7. www.site-seeker.com
    8. 8. www.site-seeker.com
    9. 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. 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. 11. www.site-seeker.com
    12. 12. Search Engine Results Page(SERP) www.site-seeker.com
    13. 13. www.site-seeker.com
    14. 14. www.site-seeker.com
    15. 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. 16. www.site-seeker.com
    17. 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. 18. www.site-seeker.com
    19. 19. www.site-seeker.com
    20. 20. www.site-seeker.com
    21. 21. www.site-seeker.com
    22. 22. What has a combined Search (SEO) andSocial Media strategy meant to Site-Seeker? www.site-seeker.com
    23. 23. Twitter• Influenced by: • Quality of content • Number of followers • Tweet volume www.site-seeker.com
    24. 24. LinkedIn• Influenced by: • Number of connections • Profile updates • Discussions created • Popularity of discussions (comments) www.site-seeker.com
    25. 25. www.site-seeker.com
    26. 26. www.site-seeker.com
    27. 27. 3 Banners Admin Powers Shortened url www.site-seeker.com
    28. 28. www.site-seeker.com
    29. 29. www.site-seeker.com
    30. 30. Shortened Facebook url www.site-seeker.com
    31. 31. Make it work for YOU www.site-seeker.com
    32. 32. Google+ www.site-seeker.com
    33. 33. Google+ Business Page – Example www.site-seeker.com
    34. 34. Search Plus Your World www.site-seeker.com
    35. 35. YouTube –Why? www.site-seeker.com
    36. 36. Look & Feel www.site-seeker.com
    37. 37. UploadingVideo www.site-seeker.com
    38. 38. Annotations www.site-seeker.com
    39. 39. Friends & Subscribers www.site-seeker.com
    40. 40. Engagement www.site-seeker.com
    41. 41. www.site-seeker.com
    42. 42. www.site-seeker.com
    43. 43. Company Pages www.site-seeker.com
    44. 44. www.site-seeker.com
    45. 45. www.site-seeker.com
    46. 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. 47. Advantages • Less likely to “break” • Not as “messy” • Much cleaner looking • Simple • Portable • Easy to track your brand www.site-seeker.com
    48. 48. Details of bit.ly URL usage www.site-seeker.com
    49. 49. Twitter top 10 tips for business www.site-seeker.com
    50. 50. Search Twitter for:Community • Brands • People • Keywords www.site-seeker.com
    51. 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. 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. 53. Hash Tags (#) #joltbolt #bbsmc www.site-seeker.com
    54. 54. Consistency Engage regularly & Monitor and consistently respond Utilize tools to Establish help maintain Xcommunity consistency CONSISTENCY www.site-seeker.com
    55. 55. “Push” tweets 10%are all about me! PUSH www.site-seeker.com
    56. 56. “Pull” tweets areengaging and 90%encourageconversation. PULL www.site-seeker.com
    57. 57. Building Rapport RT’s DM’s#’s Shout Outs X RAPPORT www.site-seeker.com
    58. 58. Monitor Effectiveness www.site-seeker.com
    59. 59. Management Tools www.site-seeker.com
    60. 60. www.site-seeker.com
    61. 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. 62. www.site-seeker.com
    63. 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. 64. Blogging Yesterday Today Tomorrow ??? www.site-seeker.com
    65. 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. 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. 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. 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. 69. www.site-seeker.com
    70. 70. www.site-seeker.com
    71. 71. Step 1: Create Expert Content www.site-seeker.com
    72. 72. Step 2: Push content to various social platforms www.site-seeker.com
    73. 73. Step 3: Socialize content within socialplatforms Discussions Updates Tweets Retweets Share … www.site-seeker.com
    74. 74. Step 4: Achieve wide-reaching Search Engineexposure www.site-seeker.com
    75. 75. Step 5: Grow your social reach social capital www.site-seeker.com
    76. 76. Step 6: Drive brand-favorable visitors to your expert conte www.site-seeker.com
    77. 77. Step 7: Gain visibility of your offering www.site-seeker.com
    78. 78. Step 8: Grow your business $ $ $ $ $ $ $ www.site-seeker.com
    79. 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. 80. Google Analytics: Key Features Revenue / Lead Generation Audience Audience Behavior Segmentation www.site-seeker.com
    81. 81. Google Analytics: Revenue/LeadGeneration www.site-seeker.com
    82. 82. Google Analytics: Revenue/LeadGeneration www.site-seeker.com
    83. 83. Google Analytics: AudienceSegmentation www.site-seeker.com
    84. 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. 85. Google Analytics: Audience BehaviorSource Audience Interactions Value www.site-seeker.com
    86. 86. Google Analytics:Audience Behavior www.site-seeker.com
    87. 87. Google Analytics Social Plugins www.site-seeker.com
    88. 88. Webmaster Tools: Key features Organic Keyword Page External/Internal Performance Links www.site-seeker.com
    89. 89. Webmaster Tools www.site-seeker.com
    90. 90. Webmaster Tools www.site-seeker.com
    91. 91. Webmaster Tools www.site-seeker.com
    92. 92. Webmaster Tools www.site-seeker.com
    93. 93. Facebook InsightsPeople Talking About True Reach Virality Friends ofThis Fans www.site-seeker.com
    94. 94. Seeing it in action . . . www.site-seeker.com
    95. 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. 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. 97. Views Reports www.site-seeker.com
    98. 98. www.site-seeker.com
    99. 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. 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. 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. 102. The Plan: 28% Decrease in Online Spending•Refocused pay per click costs•Decreased or stopped directory spending www.site-seeker.com
    103. 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. 104. Result: 32% Increase in Conversions does not consider phone calls www.site-seeker.com
    105. 105. www.site-seeker.com
    106. 106. www.site-seeker.com
    107. 107. www.site-seeker.com
    108. 108. www.site-seeker.com
    109. 109. www.site-seeker.com
    110. 110. Powerful Simple Changes Short Form Submission 120 Long Forms Submitted 142 Short Forms Submitted 262 Total 114.75% www.site-seeker.com
    111. 111. Jolt & Bolt . . . Site-Seeker, www.site-seeker.com Inc. 2011
    112. 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. 113. Your Marketing Is Broken www.site-seeker.com
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