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Social media + Local Search - Liana Evans- Digitizing


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Social media + Local Search - Liana Evans- Digitizing

  1. 1. Click to edit Master title style1Presented byLiana “Li”EvansDigitizing : June 2013Helping organizations develop, deployand measure effective digital strategiesLocal Marketing + Social Media =Success for Businesses!6/25/2013
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  3. 3. -Matt Cutts, Google Senior Spam Engineer(SMX Advanced 5/2013)Mobile Marketing is Just as Important Too!6/25/2013 3
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  5. 5. of online users count on social mediawhen making a purchase decision.(Source: Nielsen)of consumers who complain aboutproducts on Facebook or Twitter expect aresponse within 1 hour. (Source: American Express)of consumers prefer to get shortupdates from brands via social media.(Source: Vocus)6/25/2013 5
  6. 6. of customers expect businesses to beactive in social media. (Source: Vocus)of U.S. social network users prefer toconnect with brands through Facebook.(Source: Vocus)of customers reach out to friends and familymembers on social networking sites foradvice before purchasing products. (Source: Vocus)6/25/2013 6
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  8. 8. Where The Heck Do I Start6/25/2013 8
  9. 9. Because We All Can’t Have Grumpy Cats…6/25/2013 9
  10. 10. You Start By Listening6/25/2013 10
  11. 11. People Want to Feel Valuable6/25/2013 11
  12. 12. They Want to Be Heard6/25/2013 12
  13. 13. Don’t Just Jump In!6/25/2013 13
  14. 14. Understand What’s Out There6/25/2013 14
  15. 15. Social Media World6/25/2013 15
  16. 16. Social News (Crowd Sourced Content)6/25/2013 16
  17. 17. Social Sharing (Livecasting)6/25/2013 17
  18. 18. Social Networking6/25/2013 18
  19. 19. Social Bookmarking6/25/2013 19
  20. 20. Blogs6/25/2013 20
  21. 21. Everything Else Social6/25/2013 21
  22. 22. Fish Where the Fish Are6/25/2013 22
  23. 23. Know What Your Audience Does6/25/2013 23
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  25. 25. • And You Shouldn’t Be!!• Focus on 1-3 Areas – And Do Them Well– Facebook & YouTube– Twitter & Pinterest– Blog, Instagram & LinkedIn– Slideshare, Facebook & PinterestYou Can’t Be Everywhere in Social Media6/25/2013 25
  26. 26. Provide Value!6/25/2013 26
  27. 27. Big Tony Isn’t Sexy….. But He Provides Value!6/25/2013 27
  28. 28. But….It’s Not Just on Twitter or FacebookWhere They Complain!But Remember That 25% That Complain?of consumers who complain aboutproducts on Facebook or Twitter expect aresponse within 1 hour. (Source: American Express)6/25/2013 28
  29. 29. Example – BHM (Birmingham Airport) &Foursquare!They Complain on Other Social Networks!6/25/2013 29
  30. 30. BHM (Birmingham-Shuttlesworth Airport)6/25/2013 30
  31. 31. Delta Didn’t Deliver…..6/25/2013 31
  32. 32. • The Airlines or The Airport?• ……. The Answer is Both & They Should Workin Conjunction to Fix the Issue!• The lesson here is … social media happenswhether you are paying attention or not!Who Should Care?6/25/2013 32
  33. 33. Social media advertising has the reach of TVwith unprecedented targeting (Experian Digital Marketing Report)Measure & Target What You Do!6/25/2013 33
  34. 34. Because Social Isn’t Just About Social Anymore6/25/2013 34
  35. 35. Local & Mobile Are Forever Entwined6/25/2013 35
  36. 36. of Americans have substituted theInternet and local search for phonebooks (comScore)of consumers who search for a type oflocal business on a mobile device call orgo to that business within 24 hours. (GoogleMobile Movement Study, 2011)of searches on a mobile device arefollowed up with an action within onehour (Bing)6/25/2013 36
  37. 37. mobile coupons will be redeemed in2013 with an aggregate value of $2.1b(Location Based Marketing Association 2013)of local searches do not occur on searchengines, but on directories and appsof all local searches are performed onmobile devices.6/25/2013 37
  38. 38. Opportunities Abound!6/25/2013 38
  39. 39. Small Businesses Missing Big OpportunityDon’t Have Their Phone NumberOn Their Website!6/25/2013 39
  40. 40. • Claim Your Locations Search Engines– Google + for Business– Bing Local• Claim Your Locations on Social/Mobile Sites– Foursquare– UrbanSpoon• Claim Your Locations on Review Sites– Yelp– Trip AdvisorStake Your Claim!6/25/2013 40
  41. 41. • Register Your Site For:– Google Webmaster Central– Bing Webmaster Central• Use the Free Tools– Google’s Structured Data Tool– Linking To Google’s Places (Google + for Biz)– Author ToolGet Friendly With the Search Engines6/25/2013 41
  42. 42. What is Structured DataStructured Data (Schemas/Rich Snippets) & Feeds• In layman’s terms, think of it as “signals” to tell search & social sites that utilizeit, what kind of data you are giving them6/25/2013 42
  43. 43. Structured Data (Schemas) & Feeds• Why Is It Important?• When utilized in conjunction with tools like Webmaster Central, Site Maps & SocialData it can send more relevant information to both the search engines and socialsites about the content on your site• Why Should You Utilize It?• Most Compelling Reason? Google appears to prefer sites that utilize it in theirsearch results. Think about:• Recipes• TV Shows• How To Guides• Events• Allow Your Content To BePresented In More InteractiveWays6/25/2013 43
  44. 44. But How Can I Use Feeds & Structured DataEASILY ?• Google Highlighter Tool• Easy To Use – Point & Click Tool Allows You to Add the “Rich Snippets” Google Wants• Automatically Updates Information• Integrates with Google Products - Webmaster Central and Google Analytics• You’re sitemaps will have the structured data tags in them• Tag 3-5 pages and Google can figure out similar pages automatically• Why Utilize It?• It’s Free!• You don’t have to be a programmer or know code!• Google highlights the structured data in snippets rather than randomly pulling a “snippetdescription”• Google Even Shows You How to Use It6/25/2013 44
  45. 45. Small Business Example Using Structured Data6/25/2013 45
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  47. 47. Google Data Highlighter6/25/2013 47
  48. 48. Google Data Highlighter6/25/2013 48
  49. 49. Search Results Improve!6/25/2013 49
  50. 50. We Decided To Do More!6/25/2013 50
  51. 51. Results Are More Interactive6/25/2013 51
  52. 52. Google Data Highlighter• Google Figures It Out On Its Own• Once you tag a page or similar pages, when Google’s spiders bring back your data, itfigures out how your structured data has updated, been added or deleted.6/25/2013 52
  53. 53. Utilizing Other Structured Data• Social Networking Sites• If there’s content for your social profiles, show it off on your own sites• Photos – Pinterest, Flickr• Reviews – Yelp, TripAdvisor• Checkins – Yelp, Foursquare• Videos – YouTube, Vemeo• Most Social Networking Site Allow You To Promote Your Social Content• Think of it as using “your” feed of “stuff” from their site, on your own• Free API Access• Widgets• Guess What – This Data Is Usually Structured, or Can Be Easily Structured Easily• Don’t Go Overboard!• Beware – Duplicate Content!• Most of these sites have more clout than you!• Only pull enough content to “get the point across”• Utilize it to present your company as an authority & relevant6/25/2013 53
  54. 54. Integrate Social Network Content6/25/2013 54
  55. 55. It’s About User Experience• Don’t Misuse the Schema Tags• Google & Bing are smart, they realize when programmers are manipulating certainstructured data tags• If the data isn’t relevant, it won’t get clicked on, that’s a big signal to the search engines• It’s About Presenting Your Content in the Best Way Possible• The more “interactive” a search result, the more clicks you get• The more “relevant” a search result, the more clicks you get• The more “authoritative” a search result, the more clicks you get• “Signals” to Search Engines Help Them Understand YOU Better• Presents your site’s content in a more compelling manner to the user• When combined with feeds & sitemaps from other sites, it sends “signals” to the searchengines that you find the other site’s content relevant as well• Remember it isn’t just “search” any more!• Social Networks• Mobile Apps6/25/2013 55
  56. 56. • Don’t Try To Be Everything to Everyone– Be Valuable to Your Target Audience!• Don’t Expect to Be Everywhere– Concentrate on Where Your Target Audience Is!• Stake Your Claim!– Verify/Authorize Your Accounts on SocialMedia, Mobile and Search sites that focus on Local• Get Your Phone Number & Address on Your Sitein TEXT (images can’t be read)– Be the 40%!In Summary6/25/2013 56
  57. 57. Contact• Liana “Li” Evans, Senior Solutions Consultant•••• Author: Social Media Marketing: Engaging Strategiesfor Facebook, Twitter & Other Social Media6/25/2013 57