ROI Conference 2013 - Your Social Success Story

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Presented May 10, 2013

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  • http://jacksonlo.com/benefits-of-local-search-marketing/
  • http://jacksonlo.com/benefits-of-local-search-marketing/
  • ALM’s Legal Intelligence 
  • ALM’s Legal Intelligence 
  • ROI Conference 2013 - Your Social Success Story

    1. 1. Copyright 2012-2013, NoticeTechnologies Inc.YOUR SOCIAL SUCCESS STORYChrisTreadaway, 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 BEHAVIOR5
    7. 7. Copyright 2012-2013, NoticeTechnologies Inc.Just 7 short years ago6
    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 Phones13
    15. 15. Copyright 2012-2013, NoticeTechnologies Inc.Participatory Media14
    16. 16. Copyright 2012-2013, NoticeTechnologies Inc.Seismic Shifts inTrust15
    17. 17. Copyright 2012-2013, NoticeTechnologies Inc.Generational GapSource: Pew Internet & American Life Study
    18. 18. Copyright 2012-2013, NoticeTechnologies Inc.17
    19. 19. Copyright 2012-2013, NoticeTechnologies Inc.18Source: 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 & DigitizationSignageBillboardsNewspaperRadio &TVYellow PagesTraditional PressBrochureCash RegisterScheduling SystemDirect Mail ListWatercooler &WOMSocial MediaContent MarketingNews Feed OptimizationBloggingListings, Reviews, ReputationSearch Engine MarketingWeb SiteE-mail/CRM
    25. 25. Copyright 2012-2013, NoticeTechnologies Inc.SignageBillboardsNewspaperRadio & TVYellow PagesTraditional PressBrochureCash RegisterScheduling SystemDirect Mail ListToday’s Conversion FunnelSocial MediaContent MarketingNews Feed OptimizationBloggingListings, Reviews,ReputationSearch Engine MarketingWeb SiteE-mail/CRMPersonal 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 firmsnow maintain one or more blogs.Almost 85 percent of law firms nowmake use of social mediaand networking tools, such asLinkedIn, Facebook and Twitter.More than half said that their firmsplan to increase their budgetfor social media initiatives in 2012and just over 20 percent saidtheir firms already have a full-timesocial 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 networkinginitiatives have helped produce new business leads.41 percent reporting that social media and blogging had helped them to actuallyland new work.More than 40 percent said that blogs and social media networks have helped toincrease the number of calls their firms receive from journalists in traditional andnew media.Roughly the same number said their presence in the blogosphere and on socialmedia networks had also increased the number of speaking invitationstheir lawyers receive.Successful Outcomes?Source: ALM Legal Intelligence Study, 2012
    29. 29. Copyright 2012-2013, NoticeTechnologies Inc.DECIDING WHERETO FOCUS28
    30. 30. Copyright 2012-2013, NoticeTechnologies Inc.Two Approaches to SocialGo 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.31Source: http://www.mindjumpers.com/blog/2012/05/time-spend-online/
    33. 33. Copyright 2012-2013, NoticeTechnologies Inc.Worksheet• Search EngineVisibility• Sharing Articles andYour Opinions withCustomers• PublishingVideos• Listings, Ratings & Online ReputationManagement• Sharing Pictures with Customers• Answering Common Questions• Proactively write about your businessAudienceSize
    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 Listingwww.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 engineoptimization36
    38. 38. Copyright 2012-2013, NoticeTechnologies Inc.Facebook• Facebook Pages– Edgerank – the algorithm that determines what peoplesee when they log in– You must encourage comments, likes, shares of yourcontent• 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 bymass market• Serious limitations for a local business
    42. 42. Copyright 2012-2013, NoticeTechnologies Inc.Pinterest• 83% women inthe UnitedStates• Create a freeaccount atPinterest.com• Integrated withother socialmediahttp://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 reviewsabout 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 HAPPEN51
    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 onyour own social media properties• E.g. linking to an interesting article, sharing anotherperson’s photo, commenting on someone else’swork
    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 aresaying• Certain people are driving conversations online, inpeer groups• Win them and you win groups of people!
    62. 62. Copyright 2012-2013, NoticeTechnologies Inc.A FINAL WORD OFENCOURAGEMENT
    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!ChrisTreadawayctreada@polygraphmedia.com@ctreada onTwitter

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