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Social Media for Travel
Marketers
Taking Social to The Streets
Will Scott, CEO, Search Influence

@w2scott

Travel Portlan...
About Me: Will Scott
– First website online in 1994
– Built over 2,500 customized web sites in 18
months (with a productio...
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
@w2scott
http://www.flickr.com/photos/seandreilinger/
...
The Only Company Google’s Afraid Of: Facebook

WEB / SOCIAL USAGE STATS

@w2scott

Travel Portland Digital Seminar, sponso...
Most Visited
comScore March 2013 Top US Web Properties

Google Sites
Yahoo! Sites
Microsoft Sites
Facebook
Amazon Sites

h...
Most Searched
comScore March 2013 Top Google Web Searches

facebook
youtube
yahoo
yahoo mail
facebook login

http://goo.gl...
Top Social Sites
eBizMBA Top Social Sites January 2014
(ranked by monthly unique visitors)

Facebook
Twitter
LinkedIn
Goog...
1 in 4 Viewers Using 2nd Screen

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidentia...
http://www.checkfacebook.com/

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential,...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
“If you don’t like
change, you’re going to like
irrelevance even less.”
David F. Jakielo
@w2scott

Travel Portland Digital...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

http://goo.gl/c2YFU
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property o...
A picture is worth 1,000 words

SHAREABLE CONTENT
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/

@w2scott

Travel Portland Digit...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
Where to Socialize
Like everything else, it depends
• The big’uns
– Facebook
– Twitter
– LinkedIn

• The path less taken
–...
And other video sharing sites

YOUTUBE

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Conf...
Great opportunity to Tell The Story

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confide...
And have customers tell their story

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confide...
Video Testimonials Have Impact

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential...
Not just for the ladies

PINTEREST

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confiden...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
The short version

BLOGS

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Prop...
The Basics of Blogging
• Just Do It!™
• Or better yet, make your team do it
• Or your customers
• Testimonials

• To get m...
The Power of Comments (OPB)

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, P...
Most of OUR traffic is on our blog

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confiden...
Old School social networking.

FORUMS

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confi...
Be a Helper, not a Pusher

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Pro...
Tweet, twits, twittering

TWITTER

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confident...
Keys to Twitter Engagement
• Following
• Identify, follow and interact with local
Tweeps

• Presence
• Twitter stream move...
Following Tools – Data

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Proper...
Presence – Dealing with ADTD
• ADTD = Attention Deficit Twitter Disorder
• Your followers aren’t all online right now
• Tw...
Interaction – Who has time for
this?
• Give to get
• What do you have to offer?
• Who are you following? What do they have...
Tools Make It Easier

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property...
They say the “kids” are giving up on Facebook

INSTAGRAM

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonia...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
Fishing Where The Fish Are

FACEBOOK

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confid...
Content Vehicle

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of S...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
Social Posting

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Se...
Does it work?

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Sea...
Content of All Kinds

WHAT GETS SHARED AND SEEN?

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media ...
Most Shared by Media Type
•
•
•
•
•

Video
Photo
Links
Status
*Questions?

http://www.imediaconnection.com/printpage/print...
Not All Images Are Equal

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Prop...
Not All Updates Are Equal

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Pro...
Tying A Steak Around Your Neck

SOME PEOPLE HAVE TO PAY FOR IT

@w2scott

Travel Portland Digital Seminar, sponsored by Or...
Not just prospects, the right prospects

TARGETING

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Medi...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
Just because you paid for it doesn’t make it less
satisfying

@w2scott

Travel Portland Digital Seminar, sponsored by Oreg...
Why Pay for It?
• EdgeRank – Facebook’s Visibility Algorithm
• Affinity, Time Decay and Weight
• The more connections and ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
Bringing It All Together

YEAH, YEAH,
BUT HOW DO YOU DO IT?
@w2scott

Travel Portland Digital Seminar, sponsored by Oregon...
Does it work?

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Sea...
Does it work?

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Sea...
Like Candy from A Baby

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Proper...
Easier Than Falling Off A Log

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential,...
The Magic Recipe

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of ...
Encourage Page Viewers to Connect with You

PRIME PAGES FOR CALLS TO
ACTION
@w2scott

Travel Portland Digital Seminar, spo...
Tracking Phone Numbers,
Contact Forms
Prominent Tracking
Phone #

Contact Form

@w2scott

Travel Portland Digital Seminar,...
Conversion Optimized
Landing Pages
• Define a “conversion”
–What do we want the user to do when
they come to the site?
–Op...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
Advanced Tracking Analytics

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, P...
Lead Tracking
• Call Tracking Numbers
• Contact Forms
• Traffic Behavior via Google Analytics

@w2scott

Travel Portland D...
Contact Forms

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Sea...
Inquiry Delivered to Client

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, P...
Understanding Touch Points
• Google’s Multi-Channel Funnel
– Shows referral sources for:
• Search engine optimization
• Pa...
Multi Channel Funnels

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Propert...
Strategic Targeting
• Location targeting
– Control who sees our ads, based on their search
term and physical location (IP)...
Strategic
Targeting

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property ...
Yes, people do read them.

ONLINE REVIEWS

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
C...
Reviews Matter

79%

of consumers trust online reviews as much as
personal recommendations.

85%

Said that they read onli...
[0051] In one implementation, the number of
documents with reviews of a business may be
used as a factor in determining th...
People
Can Be

Mean
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property o...
Negative Reviews Happen

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Prope...
It’s ALL about how you respond.

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidentia...
But what about search?

BARNACLE SEO, FTW!

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
Hello, hello, hello. Is there anybody out there?

STUPID GOOGLE+ TRICKS

@w2scott

Travel Portland Digital Seminar, sponso...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
Putting It All to Work

CONCLUSION

@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confiden...
Takeaways (feel free to tweet)
• Facebook is a vehicle for content delivery - and making
new connections.
• Good content w...
@w2scott

Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, ...
Thank you!
Will Scott
– searchinfluence.com/blog
– wscott@searchinfluence.com
– twitter.com/w2scott

@w2scott

Travel Port...
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Travel Portland 2-6 Will Scott Social Media

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Travel Portland is the Destination Marketing Organization of Portland Oregon.

This presentation on Social Media for travel brands and organizations was focused on decision making, branding and was well attended despite the snow.

We talked about Facebook, Twitter, Instagram and looked at a Pinterest case study in which we drove thousands of visits to a website, most of which were not from Google.

Published in: Travel
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  • Learn how you can use social media to perfectly target your ideal customer in ways you never thought possible
  • Why should an SMB include social media in their marketing strategy?It’s everywhereIt’s how people spend their time onlineFacebook is among the most visited websites in the country, second only to Google, Yahoo and Microsoft sites.
  • Why should an SMB include social media in their marketing strategy?It’s everywhereIt’s how people spend their time onlineFacebook is among the most visited websites in the country, second only to Google, Yahoo and Microsoft sites.
  • Why should an SMB include social media in their marketing strategy?It’s everywhereIt’s how people spend their time onlineFacebook is among the most visited websites in the country, second only to Google, Yahoo and Microsoft sites.
  • Talk about posts and which get most engagement / interaction:Photos- #1Suprisingly, next best is Status only (text only)VideoLinks
  • Sometimes however, you have to buy the love. And the great news is that Facebook now has easier to use tools to help you do that.
  • When Facebook rolled out sponsored stories, EdgeRank became much harder to obtain. So now, you have to pay for it.
  • I’ve lived in the south for the last 25 years. What are you going to do.
  • Transcript of "Travel Portland 2-6 Will Scott Social Media"

    1. 1. Social Media for Travel Marketers Taking Social to The Streets Will Scott, CEO, Search Influence @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    2. 2. About Me: Will Scott – First website online in 1994 – Built over 2,500 customized web sites in 18 months (with a production staff of 12). – Former Vice President of YPsolutions – Deployed over 300 online yellow pages a year with print “look and feel” – Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 month (in 2005) – Preaching the Gospel of Facebook Ads for local business since 2009 – Local University faculty member – Produced more than 150,000 pages of web copy in 2013 @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    3. 3. Travel Portland Digital Seminar, sponsored by Oregonian Media Group @w2scott http://www.flickr.com/photos/seandreilinger/ Confidential, Property of Search Influence, LLC © 2014
    4. 4. The Only Company Google’s Afraid Of: Facebook WEB / SOCIAL USAGE STATS @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    5. 5. Most Visited comScore March 2013 Top US Web Properties Google Sites Yahoo! Sites Microsoft Sites Facebook Amazon Sites http://goo.gl/ZiSwq @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    6. 6. Most Searched comScore March 2013 Top Google Web Searches facebook youtube yahoo yahoo mail facebook login http://goo.gl/YMjcI @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    7. 7. Top Social Sites eBizMBA Top Social Sites January 2014 (ranked by monthly unique visitors) Facebook Twitter LinkedIn Google+ Pinterest http://goo.gl/IA2DH5 @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    8. 8. 1 in 4 Viewers Using 2nd Screen @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    9. 9. http://www.checkfacebook.com/ @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    10. 10. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    11. 11. “If you don’t like change, you’re going to like irrelevance even less.” David F. Jakielo @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    12. 12. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    13. 13. @w2scott http://goo.gl/c2YFU Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    14. 14. A picture is worth 1,000 words SHAREABLE CONTENT @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    15. 15. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    16. 16. http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/ @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    17. 17. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    18. 18. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    19. 19. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    20. 20. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    21. 21. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    22. 22. Where to Socialize Like everything else, it depends • The big’uns – Facebook – Twitter – LinkedIn • The path less taken – YouTube – Pinterest – Yahoo! Answers • Old School – Blogs – Forums – Real Life (best link-building is done offline) @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    23. 23. And other video sharing sites YOUTUBE @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    24. 24. Great opportunity to Tell The Story @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    25. 25. And have customers tell their story @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    26. 26. Video Testimonials Have Impact @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    27. 27. Not just for the ladies PINTEREST @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    28. 28. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    29. 29. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    30. 30. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    31. 31. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    32. 32. The short version BLOGS @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    33. 33. The Basics of Blogging • Just Do It!™ • Or better yet, make your team do it • Or your customers • Testimonials • To get more visitors, leave your blog • YOU are an expert • Industry news • Best-practices • Client stories • Content is Easy • See: Flickr / YouTube slides @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    34. 34. The Power of Comments (OPB) @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    35. 35. Most of OUR traffic is on our blog @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    36. 36. Old School social networking. FORUMS @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    37. 37. Be a Helper, not a Pusher @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    38. 38. Tweet, twits, twittering TWITTER @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    39. 39. Keys to Twitter Engagement • Following • Identify, follow and interact with local Tweeps • Presence • Twitter stream moves fast – active messaging and repetition help • Interaction • Be in the conversation & promote local tweeps • http://www.chrisbrogan.com/19-presence-management-chores-you-coulddo-every-day/ @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    40. 40. Following Tools – Data @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    41. 41. Presence – Dealing with ADTD • ADTD = Attention Deficit Twitter Disorder • Your followers aren’t all online right now • Tweet early, tweet often • Repeat often when pushing promo / offer • Be conversational • It’s a “Social” media (or as I say re: SEO, some of the best link-building is done offline) • Highlight smart / witty / informative tweeps • Do like your mama tol’ ya, don’t be ugly @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    42. 42. Interaction – Who has time for this? • Give to get • What do you have to offer? • Who are you following? What do they have to say? Why don’t you share? • You don’t have to be online all the time. • Can you plan ahead? • Brainstorm, what could you share? • Do you know of upcoming events? Think local! @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    43. 43. Tools Make It Easier @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    44. 44. They say the “kids” are giving up on Facebook INSTAGRAM @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    45. 45. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    46. 46. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    47. 47. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    48. 48. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    49. 49. Fishing Where The Fish Are FACEBOOK @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    50. 50. Content Vehicle @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    51. 51. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    52. 52. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    53. 53. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    54. 54. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    55. 55. Social Posting @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    56. 56. Does it work? @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    57. 57. Content of All Kinds WHAT GETS SHARED AND SEEN? @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    58. 58. Most Shared by Media Type • • • • • Video Photo Links Status *Questions? http://www.imediaconnection.com/printpage/printpage.aspx?id=31503 @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    59. 59. Not All Images Are Equal @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    60. 60. Not All Updates Are Equal @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    61. 61. Tying A Steak Around Your Neck SOME PEOPLE HAVE TO PAY FOR IT @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    62. 62. Not just prospects, the right prospects TARGETING @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    63. 63. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    64. 64. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    65. 65. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    66. 66. Just because you paid for it doesn’t make it less satisfying @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    67. 67. Why Pay for It? • EdgeRank – Facebook’s Visibility Algorithm • Affinity, Time Decay and Weight • The more connections and the more interaction, the more likely your content is seen • Organic EdgeRank has been diminished • Only ~10% of your fans will see an update • New ad units can reinvigorate EdgeRank • If a tree falls in the forest and there’s no one there to hear… http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    68. 68. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    69. 69. Bringing It All Together YEAH, YEAH, BUT HOW DO YOU DO IT? @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    70. 70. Does it work? @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    71. 71. Does it work? @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    72. 72. Like Candy from A Baby @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    73. 73. Easier Than Falling Off A Log @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    74. 74. The Magic Recipe @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    75. 75. Encourage Page Viewers to Connect with You PRIME PAGES FOR CALLS TO ACTION @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    76. 76. Tracking Phone Numbers, Contact Forms Prominent Tracking Phone # Contact Form @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    77. 77. Conversion Optimized Landing Pages • Define a “conversion” –What do we want the user to do when they come to the site? –Optimize design, content and layout to encourage that action @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    78. 78. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    79. 79. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    80. 80. Advanced Tracking Analytics @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    81. 81. Lead Tracking • Call Tracking Numbers • Contact Forms • Traffic Behavior via Google Analytics @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    82. 82. Contact Forms @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    83. 83. Inquiry Delivered to Client @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    84. 84. Understanding Touch Points • Google’s Multi-Channel Funnel – Shows referral sources for: • Search engine optimization • Paid Search • Social Media • Working collaboratively to drive leads and conversions @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    85. 85. Multi Channel Funnels @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    86. 86. Strategic Targeting • Location targeting – Control who sees our ads, based on their search term and physical location (IP) • Language targeting • Device targeting – Computers vs. Mobile vs. Tablets • “Big Data” – Now available everywhere @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    87. 87. Strategic Targeting @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    88. 88. Yes, people do read them. ONLINE REVIEWS @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    89. 89. Reviews Matter 79% of consumers trust online reviews as much as personal recommendations. 85% Said that they read online reviews to determine If a business is “Good”. The Local Consumer Review Survey 2014 From Bright Local (4,500 surveyed) @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    90. 90. [0051] In one implementation, the number of documents with reviews of a business may be used as a factor in determining the location prominence score of a document associated with the business Reviews from Different sites Increase Rank @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    91. 91. People Can Be Mean @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    92. 92. Negative Reviews Happen @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    93. 93. It’s ALL about how you respond. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    94. 94. But what about search? BARNACLE SEO, FTW! @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    95. 95. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    96. 96. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    97. 97. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    98. 98. Hello, hello, hello. Is there anybody out there? STUPID GOOGLE+ TRICKS @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    99. 99. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    100. 100. Putting It All to Work CONCLUSION @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    101. 101. Takeaways (feel free to tweet) • Facebook is a vehicle for content delivery - and making new connections. • Good content with no promotion is a tree falling in the forest with no one to hear. • Promoting content on Facebook with promoted posts is easier than falling off a log. • In Social Media, if you have no audience, no one can hear you scream. • Experimentation is cheap and easy - figure out who you want to talk to and get your message out. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    102. 102. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
    103. 103. Thank you! Will Scott – searchinfluence.com/blog – wscott@searchinfluence.com – twitter.com/w2scott @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
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