My company, WSI Web Applications, is a franchise of WSI International. WSI has the largest network of internet consultants in the world and operates in about 90 countriesPresentation is not technical in nature, but rather a high level overview of what internet marketing is and how it can benefit your business Over the next 20 minutes, I’m going to touch on the growth of internet marketing, some of the elements of internet marketing and why it’s important to be part of your overall marketing plan. Before I begin, I want to take a survey of the group – how many of you have gone through the yellow pages more than once in the last month? Now, how many of you “googled” yesterday?!!
Speak to the fact that Facebook now has 800 million users worldwide – doesn’t even include China where Facebook is prohibited.
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How to Grow Your Business Through Social Media - The Power of Facebook and Video
HOW TO GROW YOUR BUSINESSTHROUGH SOCIAL MEDIA – The Power of Facebook and Video HRAI TORONTO CHAPTER October 30, 2012
Veterans Boomer Gen X Gen Y1925 – 45 1946 – 60 1961 – 81 1982 – 02 65 - 85 50 - 64 29 - 49 8 - 28
Underlying Costs are Minimal•Software applications are free, orat most, inexpensive• New social tech tasks can bedistributed to current staff andteams• Employees will create part of thevalue on their own time• Scalability is irrelevant to costs• Return on Investment is easilymeasurable
FACEBOOK PAGE – “MUST HAVES”Identify your brand and be creative! Choose engaging cover photo and profile photos Add milestones and key aspects of the business Post at least 3-4 times weekly for engagement Respond to messages quickly and thoroughly Highlight key updates Claim vanity URL – www.facebook.com/username
“MUST HAVES” CONT’DBe succinct!Be Community-MindedOptimal time to postUse Questions and PollsPost Video/Photos (Hint: 100-120% increased engagement than with regular posts)“Like Us” to receive a discount couponReview Your InsightsUse Facebook Ads
FACEBOOK ADVERTISING Spending on Facebook ads increased 93% in 2011 vs 2010 Identify your audience Understand target options Good images Strong call-to-action Set objective & budget Set up multiple ads – test, test, test! Facebook Ad Exchange
MEASUREMENT Similar to Google Analytics for a website, Facebook has its own analytic data FACEBOOK INSIGHTS: # of new likes # of Fans engaging with your Page Percentage of active/non-active users How many “Likes” received over a period of time Review comments # of Unsubscribes IF IT’S WORTH DOING, IT’S WORTH MEASURING!
WHY VIDEO?• A well optimized video makes your company 53x more likely to be on the 1st page of Google• 24/7 Salesperson• 72 hours of new video content is added to YouTube every minute• YouTube is the world’s second largest search engine
ONLINE VIDEO VIEWERS According to comScore, the age of online video viewers in Canada was fairly evenly distributed in Q4 of 2011, with five of the six age brackets falling between 17%- 19% The most online videos viewers in Canada were between the ages of 2-18 or over 55 (both 19%) Surprisingly, the age bracket with the fewest online video viewers was 18-24
VIDEO MAGNIFIES...• Presentations• Training• Product launches• Contests• Events• Interviews with Experts• Blogs• Testimonials
EMAIL MARKETINGEngaging with video hasbeen proven to extend theamount of time viewersspend reading your emails(not to mention increasingthe response rate).
RANK QUICKLY IN SEARCH ENGINESBlended Search: The practice in which search engines display videos, images, news stories, maps and other types of results alongside their standard website search resultsOptimizing video content to take advantage of “blended search” is one of the quickest and easiest ways to get a Page 1 ranking on Google
SYNDICATING OF VIDEO Syndication places video on multiple video sites Videos appear more and more often in search results Videos rank multiple times for keywords Send more referral traffic to your site.
CREATE YOUR OWN YOUTUBE CHANNELYouTube channels archiveall of your videos for users tobe able to watchCustomize the look andfeel of your channel to beunique and representative ofyour business and brand
ANALYSIS – YOUTUBE INSIGHTS FREE tool Demographics # Views Geographic popularity Comparison of all videos Download reports
VIDEO “A-B-C’S” Aim for Authentic, Actionable Content Be professional BUT be yourself Stay focused – short and sweet! Particular focus to the first 10 seconds Add Video to Your Facebook Page Upload Video to YouTube and Third Party Video Sites Optimize Video for Google Search
CHRIS APPLETON firstname.lastname@example.org www.wsiwebapplications.com http://wsiwebapplications.com/_blog /Our_Blog/ http://ca.linkedin.com/in/cappleton http://www.facebook.com/wsisocial http://twitter.com/cmappleton