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Social and Search Essentials


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The basics of understanding how social and search work together for web marketing success.

Published in: Technology, Business

Social and Search Essentials

  1. 1. Search and Social Essentials of Understanding Web Marketing
  2. 2. Welcome! <ul><li>Julie Ziemelis- Digital Marketing Trainer </li></ul><ul><li>Blogger for: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  3. 3. Socialnomics: Social Media Revolution <ul><li> </li></ul>
  4. 4. The basic concept of Social and Search: <ul><li>Getting “found” on the search engines </li></ul><ul><li>Having compelling and educational content to drive interest </li></ul><ul><li>Having others talking about you and providing “social proof” to do business with you. </li></ul>
  5. 5. First things first: <ul><li>What is SEARCH? </li></ul>
  6. 7. What IS SEO? <ul><li>Search engine optimization ( SEO ) is the process of improving the visibility of a website or a web page in search engines via the &quot;natural&quot; or un-paid (&quot; organic &quot; or &quot;algorithmic&quot;) search results . </li></ul>
  7. 8. <ul><li>Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. </li></ul>
  8. 9. <ul><li>SEO may target different kinds of search, including image search , local search , video search and news search. </li></ul><ul><li>This gives a website web presence . </li></ul><ul><li>As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. </li></ul>
  9. 10. What is SOCIAL?
  10. 12. When you live on an island… <ul><li>How do you think people from the Mainland and other parts of the world are going to find you? </li></ul><ul><li>When they find you, what does the “web” say about you? </li></ul><ul><li>What are OTHERS saying about you? </li></ul>
  11. 13. <ul><li>“ B u siness follows social. </li></ul><ul><li>Social actions build trust. </li></ul><ul><li>Trust shows you the money” </li></ul>
  12. 14. So..who is using social media?
  13. 15. <ul><li>According to a survey of millionaires from Fidelity Investments, 85% of respondents use text-messaging, smartphone applications and social media.  One third use social media professionally, with 28% using LinkedIn. </li></ul>
  14. 16. West Hawaii Specific <ul><li>20% of businesses who blog, say they get a 20% lead rate </li></ul><ul><li>Use of YouTube for marketing up by 78% since 2010. </li></ul><ul><li>7 out of 10 small biz in W. Hawaii are using social media </li></ul><ul><li>Survey Results: West Hawaii Social Media Survey: Kinoshita Communications </li></ul>
  15. 20. Developing a Web presence requires a marriage of: SEO (Search Engine Optimization) and SMO (Social Media Optimization)
  16. 21. Marketing requires 3 elements 1. Strategy 2. Tactics 3. Improvement to be successful (Wash, rinse, repeat)
  17. 22. 6 Steps To Take Today To Be Found Online Tomorrow
  18. 25. 1. Get an account on LinkedIN <ul><li>LinkedIn is the top online directory of professionals and companies. Individuals and companies use LinkedIn for professional networking, recruiting, job searching, career building, and for staying in touch with their connections. </li></ul>
  19. 29. 2. Get An Account on Facebook <ul><li>600 million people can’t be wrong, right? </li></ul>
  20. 31. 3. Get a Google Profile <ul><li>Your profile is the way you present yourself on Google products and across the web. With your profile, you can manage the information--such as your bio, contact details, and links to other sites about you or created by you--that people see. </li></ul><ul><li>At a minimum, your first name, last name, and photo will be public on the Internet. You can then provide a variety of additional information about yourself in your profile. You can also enable people to contact you without displaying your contact information. </li></ul>
  21. 33. 4. <ul><li> lets you quickly build simple and visually elegant splash pages that points visitors to your content from around the web. </li></ul>
  22. 36. 5. Create a YouTube Channel <ul><li>YouTube is a video-sharing website on which users can upload, share and view videos. Displays a wide variety of user-generated video content, including movie clips , TV clips, and music videos, as well as amateur content such as video blogging and short original videos. </li></ul>
  23. 38. 6. Create A Blog <ul><li>A blog (a blend of the term web log ) is a type of website or part of a website. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. </li></ul><ul><li>Most blogs are interactive, allowing visitors to leave comments. It is this interactivity that distinguishes them from other static websites. </li></ul>
  24. 40. How To Create a Blog <ul><li> (host a paid domain) </li></ul><ul><li> site </li></ul><ul><li> site </li></ul><ul><li>Facebook/Twitter as microblogging sites </li></ul>
  25. 41. SHAMELESS PLUG <ul><li>WordCamp -- Teaching you how to create a blog on WordPress </li></ul>
  26. 42. Hub and Spoke Concept <ul><li>Create the content and then promote it via various promotions channels </li></ul>
  27. 44. <ul><li>The Hub and Spoke Approach </li></ul><ul><ul><li>The big picture goal </li></ul></ul><ul><li>1. Increase visibility and engagement with your customers (or potentials) on their playing field.  Get found by potential clients throughout the places they frequent and where it makes sense for your business to be present. </li></ul>
  28. 45. <ul><li>2. Attract or pull them back to your online hub as traffic, ultimately leading to a lead and sale.   </li></ul><ul><li>3. Make it easy for them to connect with you via comments, social buttons and a capture form. </li></ul>
  29. 46. Manage Your Expectations <ul><li>Expect to spend 12-18 months perfecting these systems. </li></ul><ul><li>(You can still get leads and results during this time!) </li></ul><ul><li>Your system needs to mature to get the funnels that brings business back to you. </li></ul><ul><li>Social media will not replace what you are doing now, it’s going to amplify your marketing message. </li></ul>
  30. 47. What Social/Search is NOT <ul><li>You talking about yourself </li></ul><ul><li>Your big fat photo saying “PICK ME!” </li></ul><ul><li>You derailing your competition </li></ul><ul><li>Asking for contact information without an incentive </li></ul><ul><li>Expecting a ton of leads on one hour a week of work using social tools. </li></ul>
  31. 48. More of NOT! <ul><li>Thinking that if you write enough content, you’ll be found </li></ul><ul><li>Using the “Wishing, hoping, praying” method when you create a blog post </li></ul><ul><li>Pushing the “publish” button and thinking that you are done. </li></ul>
  32. 49. <ul><ul><ul><ul><li>Best Practice </li></ul></ul></ul></ul><ul><li>Do what you do already, demonstrate your expertise offline </li></ul><ul><li>Become a Trusted Advisor online via your Website & social channels: Facebook, Twitter, Linkedin, YouTube, etc. </li></ul>
  33. 50. <ul><li>Utilize location based networks like Yelp & Foursquare to provide tips and suggestions for your local market </li></ul><ul><li>Answer expertise related questions & give/get recommendations on professional networks like Quora & Linkedin or Trulia/Zillow </li></ul>
  34. 52. Remember: The ROI is relationships <ul><li>What you are investing in and selling is relationships with other people . </li></ul>
  35. 53. Mahalo! <ul><li>Go to for upcoming classes, TweetUps, and info. </li></ul><ul><li>Check out marketing tips at </li></ul>