Acronyms: The Role of Social & Search Engine Marketing. Slides from Josh Dahmes, of Risdall Marketing Group,'s presentation at the 2012 Student Advertising Summit.

1. 2012 Student Ad Summit
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2. The Acronyms of Online Marketing
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3. Why should you care?
 Always learning
 Always changing
 It’s cool… no really…
 Money
 Jobs, JOBS, JOBS!!!
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4. Social Media
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7. The Big 6 Channels
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9. For the stats junkies
 845 million registered accounts in Feb. 2012
 7.9 new registered users every second
 80+% of Facebook users are outside the US
 124% growth of users 65+ (fastest growing)
 35 million unique status updates per day
 January 2012 filed for an initial public
offering
 Estimated market cap… 100 Billion!?!?
Student Ad Summit RISDALL MARKETING GROUP ©2012

10. Student Ad Summit RISDALL MARKETING GROUP ©2012

11. For the stats junkies
 135 million members
 12 million small business professionals
 2 million C-level executives
 1.3 million small business owners
Student Ad Summit RISDALL MARKETING GROUP ©2012

12. LinkedIn ads
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13. LinkedIn ad creation
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14. LinkedIn ad targeting
 Geography
 Industry
 Company Size
 Company
 Job Title
 LinkedIn Groups
 Gender/Age
Student Ad Summit RISDALL MARKETING GROUP ©2012

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16. For the stats junkies
 Beta launch in June 2011
 90 million members
 A recent estimate says 625,000 new
accounts per day in December
 Wasn’t even open to kids under 18 until a
month ago
Student Ad Summit RISDALL MARKETING GROUP ©2012

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22. Getting Started
 Set your objectives
 Map your audience
 Identify a social leader
 Develop a rapid response team
 Always be transparent
 Add value
 Listen, listen, listen
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23. Search Marketing
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24. Top Search Engines
G o l– 6 .2
og e 6%
B g– 1 .1
in 5%
Y h o – 1 .5
ao ! 4 %
C n no e a e 4
a a yn n m # ?
*Y h o a dB gue h sm b ce d
a o ! n in s te a e akn
a dte atesiph s e e … ait
n h pr r n h a hl d
p ll
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e
Student Ad Summit RISDALL MARKETING GROUP ©2012

25. 5 – 20% S PONS ORE D S E ARC H ADVE RTIS ING (PPC )
Organic S earc h Lis tings
(Natural/Free)
Student Ad Summit RISDALL MARKETING GROUP ©2012

26. Let me Google that for you…
 34,000 searches per second
 Comes out to something like 3 billion per day
 It may only be 5-20% but…
 Google made over $30 billion in PPC search spend
in the last fiscal year
 Market cap of over $200 billion
Student Ad Summit RISDALL MARKETING GROUP ©2012

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28.  Title
 Page URL/File Name Keywords
 Meta Description
 Header Tag
 Body Text
 Image Alt Attributes
 Image File Names
Student Ad Summit RISDALL MARKETING GROUP ©2012

29. Where to go from here?
 Volunteer
 Get an internship
 Create your own Facebook ad
 Get certified
 http://google.starttest.com/
 Follow some people
 http://www.marketingpilgrim.com/2011
Student Ad Summit RISDALL MARKETING GROUP ©2012

30. Questions?
Thank you!
@jdahmes
josh@risdall.com
Student Ad Summit RISDALL MARKETING GROUP ©2012