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ROI Conference 2013 - Your Social Success Story

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ROI Conference 2013 - Your Social Success Story

  1. 1. Copyright 2012-2013, NoticeTechnologies Inc. YOUR SOCIAL SUCCESS STORY ChrisTreadaway, Founder & CEO of Polygraph
  2. 2. Copyright 2012-2013, NoticeTechnologies Inc.
  3. 3. Copyright 2012-2013, NoticeTechnologies Inc.
  4. 4. Copyright 2012-2013, NoticeTechnologies Inc.
  5. 5. Copyright 2012-2013, NoticeTechnologies Inc.
  6. 6. Copyright 2012-2013, NoticeTechnologies Inc. THETRENDS DRIVING BEHAVIOR 5
  7. 7. Copyright 2012-2013, NoticeTechnologies Inc. Just 7 short years ago 6
  8. 8. Copyright 2012-2013, NoticeTechnologies Inc.7
  9. 9. Copyright 2012-2013, NoticeTechnologies Inc.8
  10. 10. Copyright 2012-2013, NoticeTechnologies Inc.9
  11. 11. Copyright 2012-2013, NoticeTechnologies Inc. Today in 2013… 10
  12. 12. Copyright 2012-2013, NoticeTechnologies Inc.11
  13. 13. Copyright 2012-2013, NoticeTechnologies Inc.12
  14. 14. Copyright 2012-2013, NoticeTechnologies Inc. Democratized & Connected Phones 13
  15. 15. Copyright 2012-2013, NoticeTechnologies Inc. Participatory Media 14
  16. 16. Copyright 2012-2013, NoticeTechnologies Inc. Seismic Shifts inTrust 15
  17. 17. Copyright 2012-2013, NoticeTechnologies Inc. Generational Gap Source: Pew Internet & American Life Study
  18. 18. Copyright 2012-2013, NoticeTechnologies Inc.17
  19. 19. Copyright 2012-2013, NoticeTechnologies Inc.18 Source: Pew Internet & American Life Study
  20. 20. Copyright 2012-2013, NoticeTechnologies Inc. Source: Buddy Media/Luma Partners
  21. 21. Copyright 2012-2013, NoticeTechnologies Inc.
  22. 22. Copyright 2012-2013, NoticeTechnologies Inc. SO WHAT? 21
  23. 23. Copyright 2012-2013, NoticeTechnologies Inc. How does this affect your business? • Marketing/Awareness – Clients will find other attorneys – Solution: make it easier for potential clients to find you • Advertising Efficiency – Ad spend doesn’t drive business like it used to – Solution: understand that advertising has changed & adapt • Competitive Disadvantage – Information will be used against you – Solution: become aware of what information now exists
  24. 24. Copyright 2012-2013, NoticeTechnologies Inc. Modernization & Digitization Signage Billboards Newspaper Radio &TV Yellow Pages Traditional Press Brochure Cash Register Scheduling System Direct Mail List Watercooler &WOM Social Media Content Marketing News Feed Optimization Blogging Listings, Reviews, Reputation Search Engine Marketing Web Site E-mail/CRM
  25. 25. Copyright 2012-2013, NoticeTechnologies Inc. Signage Billboards Newspaper Radio & TV Yellow Pages Traditional Press Brochure Cash Register Scheduling System Direct Mail List Today’s Conversion Funnel Social Media Content Marketing News Feed Optimization Blogging Listings, Reviews, Reputation Search Engine Marketing Web Site E-mail/CRM Personal Referrals
  26. 26. Copyright 2012-2013, NoticeTechnologies Inc. http://jacksonlo.com/benefits-of-local-search-marketing/
  27. 27. Copyright 2012-2013, NoticeTechnologies Inc. Just over 60 percent said their firms now maintain one or more blogs. Almost 85 percent of law firms now make use of social media and networking tools, such as LinkedIn, Facebook and Twitter. More than half said that their firms plan to increase their budget for social media initiatives in 2012 and just over 20 percent said their firms already have a full-time social media specialist on staff. Peer Pressure? Source: ALM Legal Intelligence Study, January 2012
  28. 28. Copyright 2012-2013, NoticeTechnologies Inc. 49 percent of U.S. law firms reported that blogging and social networking initiatives have helped produce new business leads. 41 percent reporting that social media and blogging had helped them to actually land new work. More than 40 percent said that blogs and social media networks have helped to increase the number of calls their firms receive from journalists in traditional and new media. Roughly the same number said their presence in the blogosphere and on social media networks had also increased the number of speaking invitations their lawyers receive. Successful Outcomes? Source: ALM Legal Intelligence Study, 2012
  29. 29. Copyright 2012-2013, NoticeTechnologies Inc. DECIDING WHERETO FOCUS 28
  30. 30. Copyright 2012-2013, NoticeTechnologies Inc. Two Approaches to Social Go where the people are Do what fits your business
  31. 31. Copyright 2012-2013, NoticeTechnologies Inc. Source: http://www.mindjumpers.com/blog/2012/05/time-spend-online/
  32. 32. Copyright 2012-2013, NoticeTechnologies Inc.31 Source: http://www.mindjumpers.com/blog/2012/05/time-spend-online/
  33. 33. Copyright 2012-2013, NoticeTechnologies Inc. Worksheet • Search EngineVisibility • Sharing Articles andYour Opinions with Customers • PublishingVideos • Listings, Ratings & Online Reputation Management • Sharing Pictures with Customers • Answering Common Questions • Proactively write about your business AudienceSize
  34. 34. Copyright 2012-2013, NoticeTechnologies Inc.
  35. 35. Copyright 2012-2013, NoticeTechnologies Inc.34
  36. 36. Copyright 2012-2013, NoticeTechnologies Inc. Google Local Business Listing www.google.com/ placesforbusiness
  37. 37. Copyright 2012-2013, NoticeTechnologies Inc. The Many Opportunities of Google • Google Adwords – paid advertising • Google Local Business – free listing • Organic search engine optimization – free or paid, generally requires investment in creating content • Google+ – social network, “hacked” search engine optimization 36
  38. 38. Copyright 2012-2013, NoticeTechnologies Inc. Facebook • Facebook Pages – Edgerank – the algorithm that determines what people see when they log in – You must encourage comments, likes, shares of your content • Facebook Notes • Facebook Advertising
  39. 39. Copyright 2012-2013, NoticeTechnologies Inc.38
  40. 40. Copyright 2012-2013, NoticeTechnologies Inc.39
  41. 41. Copyright 2012-2013, NoticeTechnologies Inc. Twitter • Limited to 140 characters • Scope is international, not local • Tweets come & go very rapidly • Widely adopted by “tech” people, not as much by mass market • Serious limitations for a local business
  42. 42. Copyright 2012-2013, NoticeTechnologies Inc. Pinterest • 83% women in the United States • Create a free account at Pinterest.com • Integrated with other social media http://pinterest.com/jasonmiles/pinterest-facts-figures/
  43. 43. Copyright 2012-2013, NoticeTechnologies Inc.
  44. 44. Copyright 2012-2013, NoticeTechnologies Inc.
  45. 45. Copyright 2012-2013, NoticeTechnologies Inc. YouTube • Create your own Channel • Upload videos • Embed videos in web sites, blog posts, etc. • Search Engine Optimization benefit
  46. 46. Copyright 2012-2013, NoticeTechnologies Inc. What percentage of local customers read reviews about local businesses? 67% 69% believe the general public as much as a friend
  47. 47. Copyright 2012-2013, NoticeTechnologies Inc. http://biz.yelp.com/claiming
  48. 48. Copyright 2012-2013, NoticeTechnologies Inc.
  49. 49. Copyright 2012-2013, NoticeTechnologies Inc. http://www.quora.com
  50. 50. Copyright 2012-2013, NoticeTechnologies Inc.
  51. 51. Copyright 2012-2013, NoticeTechnologies Inc. Blogging Platforms • Wordpress – blogging • Typepad – blogging • Tumblr – blogging & pictures
  52. 52. Copyright 2012-2013, NoticeTechnologies Inc. MAKING IT HAPPEN 51
  53. 53. Copyright 2012-2013, NoticeTechnologies Inc. Tools of theTrade
  54. 54. Copyright 2012-2013, NoticeTechnologies Inc. Working the Plan • Decide what you think fits your business best • Pick the right outlets • Publish & curate content consistently • Listen to customers genuinely and respond • Attract new customers through participation & direct advertising • Identify Influencers and make them really happy
  55. 55. Copyright 2012-2013, NoticeTechnologies Inc. Curate Content • If you don’t have content or don’t want to create it, curate it • Curation is referring to other people’s content on your own social media properties • E.g. linking to an interesting article, sharing another person’s photo, commenting on someone else’s work
  56. 56. Copyright 2012-2013, NoticeTechnologies Inc. Keyword Optimization • Google Suggest • Tells you what search terms people use to find you, competitors, etc. • Words with high search volume = good • Tip  use them in your blog content, Google+ posts, Facebook posts,Twitter
  57. 57. Copyright 2012-2013, NoticeTechnologies Inc. Content Ideas • “Behind the scenes” videos • “Staff” profiles • What people don’t know about what you do • How to deal with weather changes • Taking care of their purchase • Related items of interest – landscaping, being “ecofriendly” • Contests • Evocative imagery
  58. 58. Copyright 2012-2013, NoticeTechnologies Inc. Create an Editorial Calendar • Set the rules/policy • Mix up topics and outlets • Discipline • Take the thought out of the problem – “autopilot”
  59. 59. Copyright 2012-2013, NoticeTechnologies Inc.
  60. 60. Copyright 2012-2013, NoticeTechnologies Inc.
  61. 61. Copyright 2012-2013, NoticeTechnologies Inc. Listen & Identify Influencers • People are saying things about what they want, like, dislike all the time in social media • Monitor to listen, understand what customers are saying • Certain people are driving conversations online, in peer groups • Win them and you win groups of people!
  62. 62. Copyright 2012-2013, NoticeTechnologies Inc. A FINAL WORD OF ENCOURAGEMENT
  63. 63. Copyright 2012-2013, NoticeTechnologies Inc. Source: Buddy Media/Luma Partners
  64. 64. Copyright 2012-2013, NoticeTechnologies Inc.63
  65. 65. Copyright 2012-2013, NoticeTechnologies Inc.
  66. 66. Copyright 2012-2013, NoticeTechnologies Inc. Thank you! ChrisTreadaway ctreada@polygraphmedia.com @ctreada onTwitter

Editor's Notes

  • http://jacksonlo.com/benefits-of-local-search-marketing/
  • http://jacksonlo.com/benefits-of-local-search-marketing/
  • ALM’s Legal Intelligence 
  • ALM’s Legal Intelligence 

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