Mastering the Triad:Social Media, SEO& Your WebsiteMonday, October 8th 2012                                          Prese...
First… THANK YOU!• For Being Here!• For Being Willing to Learn and Engage!• For Liking My Boston Accent!Mastering the Tria...
Today’s Overview• Brief Introduction• The Marketing Landscape• How You Can Find Social Media Success• Your Website: Static...
Brief IntroductionMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
Intro: John Foley, Jr.•                                                        I love Mar(H)keting!         –         –   ...
Keep Your Phone On!• Feel free to Tweet, Post, Update, Email, take  notes, photos, and more!                              ...
Books to Help You Grow Your Business                                          Printers – Business Transformation         ...
Get Involved!• Grab your handout card! I want feedback!                                         I hope you’ll participate!...
Ready to Get Involved?• POLL Question #1:      Are you currently using social        media in your marketing              ...
The Marketing LandscapeMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
Communications Today• “Kitchen Table  Effect”• Generational  DifferencesMastering the Triad: Social Media, SEO & Your Webs...
Online Marketing Statistics                              955 Million Users on Facebook                              400 Mi...
Success Comes From: Triad / Three-Legged Stool• You must:         – Understand Inbound           Marketing         – Integ...
What is Inbound Marketing?   “Inbound marketing is   a marketing strategy that   focuses on attracting   prospective custo...
Content: Essential to Inbound Marketing                                         Source: http://mashable.com/2011/10/30/inb...
Inbound Goal: Drive INQUIRIES!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
Get Noticed                                                     Optimize / Social Friendly                                ...
Integrated Approach to Lead Generation Efforts                                                     COMPANY                ...
Does That Approach Work? See Below               650                                         475Mastering the Triad: Socia...
Results: Thousands of InquiriesMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
Results: Thousands of InquiriesMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
Results: Prospects Raising Their Hand!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially...
However, the question is:            Can These Tools Actually Help                  Service Providers?                 Let...
Case Studies for InspirationMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
CustomXM►     Little Rock, Arkansas►     Paul Strack - @PstrackMastering the Triad: Social Media, SEO & Your WebsiteJohn F...
Website: Engaging & SocialMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
CustomXM’s Tips for TwitterMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
Best Practices for Twitter►     Actively participate & engage►     Share a variety of information!►     Be a thought leade...
Sorrento Mesa•     San Diego, CA•     Small Company•     Lots of Success•     Active in Social Media       - Personal & Pr...
Good Facebook Presence• Consistent  Postings• Variety of  Content  SharedMastering the Triad: Social Media, SEO & Your Web...
LinkedIn: Company PageMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
Active On LinkedIn: Personal PageMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
LinkedIn Profile Tips•     Customize Your Website Links•     Add Your Twitter Account•     Personalize Your Public Profile...
LinkedIn Best Practices•    Research Companies You Want as Clients•    Research Prospects by Title and Location•    Learn ...
In-Depth Look: Rescigno’s – Where they were•     Wrong human resources to deliver•     Lack of Marketing plan•     Brand a...
Rescigno’s Mailing Solutions• No consistent branding• Cluttered homepage• No blog• No consistent flow• Hard to navigate• M...
Rescigno’s Mailing SolutionsLinkedIn                      Facebook                                            Twitter     ...
The Solution Rewrite of business plan            Financials – pricing, all resource requirements            Marketing p...
Website Change• Professional• Showcases Value• Promotes New Services• Social Friendly• Blog & YouTube Integration• User Fr...
Social Networking ChangeLinkedIn                    Facebook                                          Twitter             ...
The Results “Compared to last year at this same time, we are   up 16% in sales. That 16% increase in YTD   activity is now...
What do these examples have in common?• They have a strategy and a plan!• They produce a lot of content.• Social media is ...
How YOU Can Find        Social Media SuccessMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow So...
What is Social Media?• It’s more than just having a Facebook page.• It’s more than just being on Twitter.• It’s more than ...
Social Media Provides Opportunities For:• Community Building• Conversation• Networking• Marketing• Relationships• Customer...
Why Use Social Media•     More prospects to sell to•     Generate interest in your brand•     Build your brand•     Loyalt...
Steps to Social Media Success• Create a Strategy (PLAN)• EXECUTE                                                        Re...
Plan! Strategy before Tactics! Step 1: Describe the Business, Service, Solution Step 2: Business, Service, Solution Goal...
Use Social Media Effectively• Start with a Plan         – Address Goals         – Make a Schedule         – Know What You ...
Is everyone interested in the same communication?     I still                                                             ...
The “Key” Words            Apple = Innovation                                     Disney = MagiciPOD, iPhone, iPad, Jobs, ...
Humanize Your BrandMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
Let others help spread your story!• You must have a compelling  story!• Make it easy for people to  share it.• Deliver rel...
How to Measure Success?• How many      –    Downloads      –    eNewsletter Sign-Ups      –    Blog Comments      –    Que...
Tools for Measuring Effectiveness• Link Shorteners         – iLink.Me• Google Analytics         – Website• Insights       ...
Content Resource Library                              Visit Resources Daily                                               ...
Next: Specific Business Building Tips•      LinkedIn•      Facebook•      Twitter•      YouTube•      Pinterest    Masteri...
LinkedIn Overview• A business-oriented social  networking site• Provides opportunities to  position you as a thought-  lea...
LinkedIn Tip: Update your Status Daily!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Sociall...
LinkedIn Tip: Complete Your ProfileMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | ...
Facebook Overview• The most popular social  network by far• Continues to evolve into a  place where both personal and  pro...
Building a Company Page is Simple!Creating a page for your company  simply involves:• Logo• Name• Content Mastering the Tr...
Key: Post a Variety of ContentMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
Advertisements Can Build Your Audience                                              Target Facebook Users                 ...
Twitter Overview• Continues to grow as a  tremendous way to  share content and to  engage with others.• Features such as S...
Use Twitter to Spread the WordMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
Tip: FollowerWonk.com to Find PeopleMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially |...
YouTube Overview• Allows you to share  personal and professional  videos to highlight your  company and its services.• It’...
YouTube: Tips for Success• Feature variety of  employees, mix  up the tone• Experiment with  different  backdrops, scenes ...
Four Fundamentals of all Networks1. Find your Audience / Build your network2. Engage with the network you have built3. Be ...
Align Tactics with Goals Tactic                                  Goal                       Key Steps Facebook Fan page   ...
Be Committed• Social Media often  requires daily  attention• Prioritize: RELEVANT  Content creation,  listening, & engagin...
Your Website: From a Static        Brochure to a Sales ToolMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley...
Ready to Get Involved?• POLL Question #2:                When is the last time you                 updated your website?  ...
Problem with Many Websites Today• They are not updated frequently enough.• The graphics, product & services listings, and ...
Remember: Website is Home Base!         Integrating content creation, distribution, customer       engagement, and measure...
Website: Take it to the Next Step• Social-friendly, searchable• Interactive         –    Blogs         –    Comments      ...
Use Calls to Action to Collect Data!• Appealing  to the eye• Creative• Interactive• Different• Build your  database with  ...
How To Improve Your Website• Let’s look at a few practical items that  you can review to identify beneficial  changes.Mast...
Step 1: Consider Your Target Audience• What benefits them?         – Is it your equipment?         – Or the solutions that...
Step 2: The Change Process• What is the Process for Making  Changes & Adding Content?• Do you always need IT (in-house  or...
Step 3: Lead Generation• How many leads  does your  website today?• If it’s not  enough, embed  more lead-  generation  fo...
Step 4: Mobile Optimized• Do visitors have to tap, zoom, scroll?• Is there Flash?• How long is loading time?• Build a mobi...
Final Thoughts on Your Website• Do not let it be static or an after-thought!• Your website needs to be integrated into all...
SEO: Getting Found to        Make SalesMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Sociall...
What is Search Engine Optimization?• Getting found!• Using specified keywords• Consistently updating your  content• Using ...
Keyword Usage• Build a well-researched list of keywords• Incorporate in your content:         –    Page Titles (H1, H2 tag...
Content Rules!• Google rewards fresh content ---  update your website regularly!• Create & provide content that  informs, ...
Inbound Links• You want: inbound links from high-authority  sites (trusted, popular, PR, etc.) with relevant  content.• Ho...
Blogs: Crucial to SEO Success• Humanizing• Improves SEO   – Keywords   – Links   – Updated Information• Give Expertise• Up...
Be Ready for Mobile Search with a Mobile Site!                                          • Smartphone ownership and        ...
Items to Avoid• Buying Links• Over-using/forcing keywords – content should sound  natural• Adding so much content that you...
Don’t Forget!• Getting found is only half the battle….      … Optimize your landing pages and product/services      pages ...
Final ThoughtsMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
Success: Triad / Three-Legged Stool!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially |...
This Takes Planning: Calendar #1                           Announce                   Mail -Send out                   on ...
This Takes Planning: Calendar #2               Create         Announce      Announce on   Mail - Send out      Post, Link ...
Wrap Up• Start with a Plan• Create an Online Marketing  Strategy• Incorporate Your Social  Media,  SEO and Website• Measur...
Resources for You►     Free White Paper on Inbound Marketing!►     http://InboundMarketingWhitePaper.comMastering the Tria...
Have More Questions?• Visit us at Booth 1071 and 1072!• We are in the Marketing Pavilion.Mastering the Triad: Social Media...
Q & A / Contact Me!: http://ilink.me/JR                                                        QR Code                    ...
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Mastering the Triad: Social Media, SEO, and Your Website

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interlinkONE and Grow Socially CEO John Foley, Jr. delivered this presentation at the 2012 Graph Expo conference in Chicago.

Here is a description of what John covered:

It has become more important than ever before for companies to utilize online marketing efforts to reach their prospects and customers. But how can they navigate the world of social media, search engine optimization, and the web successfully, without losing sight of their overall business goals?

During this presentation, you will gain actionable guidance on how to grow your business by improving social media, SEO and website efforts.

Learn from case studies of other companies that have effectively taken actions in those three areas to:

- Increase awareness and demand for their services
- Generate more leads
- Grow their revenue

Visit http://GrowSocially.com for more information on this topic!

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  • During this slide, you would talk about the beginning part of your book… where you have stories about how your wife, kids, Dad, etc. react to different medias.
  • The same principles apply to generating leads from social media as they do from other channels… You need to target people in that vertical, drive them to your website, get them to raise their hand an interact, then get them in the sales funnel!
  • It works!Increase Awareness & Drive InquiriesReach More Donors, Customers, etc.Sell More/Build the Bottom Line!
  • S
  • It’s more than just having a Facebook page.It’s more than just being on Twitter.It’s more than just knowing how to watch videos of cute kittens on YouTube.Social Media can mean business for you!How people communicate, Target like-minded prospects, Communicate with customers
  • What’s Your One Thing?What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign?Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
  • Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
  • Word-of-mouth marketing has expanded
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
  • Here is how Tiwtter is used to promote a white paper…..
  • Mastering the Triad: Social Media, SEO, and Your Website

    1. 1. Mastering the Triad:Social Media, SEO& Your WebsiteMonday, October 8th 2012 Presented by John Foley, Jr. CEO, interlinkONE and Grow Socially Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    2. 2. First… THANK YOU!• For Being Here!• For Being Willing to Learn and Engage!• For Liking My Boston Accent!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    3. 3. Today’s Overview• Brief Introduction• The Marketing Landscape• How You Can Find Social Media Success• Your Website: Static Brochure? Or Sales Tool?• SEO: Best Practices for Success• Final Thoughts and QuestionsMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    4. 4. Brief IntroductionMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    5. 5. Intro: John Foley, Jr.• I love Mar(H)keting! – – –• – – –Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    6. 6. Keep Your Phone On!• Feel free to Tweet, Post, Update, Email, take notes, photos, and more! @JohnFoleyJr #GraphExpoMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    7. 7. Books to Help You Grow Your Business  Printers – Business Transformation  Mailers, Fulfillment providers– Business Transformation  All Businesses – Untethered Marketing: Mobile and the CloudMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    8. 8. Get Involved!• Grab your handout card! I want feedback! I hope you’ll participate!!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    9. 9. Ready to Get Involved?• POLL Question #1: Are you currently using social media in your marketing efforts? View Results: http://ilnk.me/GRResult1Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    10. 10. The Marketing LandscapeMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    11. 11. Communications Today• “Kitchen Table Effect”• Generational DifferencesMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    12. 12. Online Marketing Statistics 955 Million Users on Facebook 400 Million Tweets Sent Per Day 72+ Hours of Video Uploaded every minute 170 million users 12 million users… and it’s addictive! 80 million users… and sold for $1 billion! 2 million searches per minute NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556 and http://searchengineland.comMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    13. 13. Success Comes From: Triad / Three-Legged Stool• You must: – Understand Inbound Marketing – Integrate everything! – Develop a Strategy – Consistently Produce Relevant Content – Measure It AllMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    14. 14. What is Inbound Marketing? “Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.” http://en.wikipedia.org/wiki/Inbound_marketingMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    15. 15. Content: Essential to Inbound Marketing Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    16. 16. Inbound Goal: Drive INQUIRIES!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    17. 17. Get Noticed Optimize / Social Friendly eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Inquiries Engage and Nurture Qualified and Budgeted Start with MKTG Engage and Action – Publish – Engage– Plan Buyers Nurture Converse – Share Product?Stories, Information, Social Media posts Blogging Service? Analytics Asset? Content Management SEO $ Mastering the Triad: Social Media, SEO & Your Website Questions or Comments? Copyright © 2010 Grow Socially, Inc. All Rights Reserved. 2012 Phone 1.800.948.0113 John Foley, Jr. | Grow Socially | 2012 Email Support@GrowSocially.com
    18. 18. Integrated Approach to Lead Generation Efforts COMPANY WEBSITE Social Whitepapers, Media eBooks 3500 Downloads Visitors SEO eNewsletter Sign-UpsDM/Flyer 2000 Visitors Comments & Questions on CRM E-mail Blog 800 Links Visitors Info/Inquiries Other 100 Webinar Visitors Sign-UpsMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    19. 19. Does That Approach Work? See Below 650 475Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    20. 20. Results: Thousands of InquiriesMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    21. 21. Results: Thousands of InquiriesMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    22. 22. Results: Prospects Raising Their Hand!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    23. 23. However, the question is: Can These Tools Actually Help Service Providers? Let’s look at Some Examples!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    24. 24. Case Studies for InspirationMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    25. 25. CustomXM► Little Rock, Arkansas► Paul Strack - @PstrackMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    26. 26. Website: Engaging & SocialMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    27. 27. CustomXM’s Tips for TwitterMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    28. 28. Best Practices for Twitter► Actively participate & engage► Share a variety of information!► Be a thought leader, be yourself, show the human side of your business► Review efforts & measure resultsMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    29. 29. Sorrento Mesa• San Diego, CA• Small Company• Lots of Success• Active in Social Media - Personal & ProfessionalMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    30. 30. Good Facebook Presence• Consistent Postings• Variety of Content SharedMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    31. 31. LinkedIn: Company PageMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    32. 32. Active On LinkedIn: Personal PageMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    33. 33. LinkedIn Profile Tips• Customize Your Website Links• Add Your Twitter Account• Personalize Your Public Profile URL• Add Skills (beta)• Groups and Associations• Honors and AwardsMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    34. 34. LinkedIn Best Practices• Research Companies You Want as Clients• Research Prospects by Title and Location• Learn About Your Prospect Before You Meet• Ask for Introductions From Your Network• Integrate CRM to Stay CurrentMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    35. 35. In-Depth Look: Rescigno’s – Where they were• Wrong human resources to deliver• Lack of Marketing plan• Brand and message wrong• Tactical approach in social• Non engaging or interactive website• Bought an HP Indigo (and had never really sold 1-to-1 before)Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    36. 36. Rescigno’s Mailing Solutions• No consistent branding• Cluttered homepage• No blog• No consistent flow• Hard to navigate• Minimal functionality Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    37. 37. Rescigno’s Mailing SolutionsLinkedIn Facebook Twitter YouTube Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    38. 38. The Solution Rewrite of business plan  Financials – pricing, all resource requirements  Marketing plan  Sales Plan  SWOT• - New Brand and Message• - Extreme Makeover based on plan• - Walk the Talk• - Oh yeah! They still service and sell print and mail! Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    39. 39. Website Change• Professional• Showcases Value• Promotes New Services• Social Friendly• Blog & YouTube Integration• User Friendly• Easy Navigation• Form IntegrationMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    40. 40. Social Networking ChangeLinkedIn Facebook Twitter YouTube Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    41. 41. The Results “Compared to last year at this same time, we are up 16% in sales. That 16% increase in YTD activity is now allowing us to begin to think about doing more than simply surviving.” Ron Rescigno President Rescigno’s Marketing Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    42. 42. What do these examples have in common?• They have a strategy and a plan!• They produce a lot of content.• Social media is integrated across multiple channels.• They are committed! Time and energy. But it pays off!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    43. 43. How YOU Can Find Social Media SuccessMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    44. 44. What is Social Media?• It’s more than just having a Facebook page.• It’s more than just being on Twitter.• It’s more than just knowing how to watch videos of cute kittens on YouTube.• Social Media can mean business for you!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    45. 45. Social Media Provides Opportunities For:• Community Building• Conversation• Networking• Marketing• Relationships• Customer Service• Delivering Immediate InformationMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    46. 46. Why Use Social Media• More prospects to sell to• Generate interest in your brand• Build your brand• Loyalty• Position your company• Customer Service• Another ChannelMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    47. 47. Steps to Social Media Success• Create a Strategy (PLAN)• EXECUTE Remember• Measure Execution TRUMPS StrategyMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    48. 48. Plan! Strategy before Tactics! Step 1: Describe the Business, Service, Solution Step 2: Business, Service, Solution Goal Step 3: Where Is the Audience Cyclically? Step 4: How Does the Audience Use Social Media? Step 5: The Key Word Step 6: How Will You Humanize the Brand Step 7: Content Resource and Distribution Strategy Step 8: How Will You Measure Success?Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    49. 49. Use Social Media Effectively• Start with a Plan – Address Goals – Make a Schedule – Know What You Want to Do• Cross Promote Across All Pages• Integrate with Website• Include in Offline Marketing EffortsMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    50. 50. Is everyone interested in the same communication? I still I love my email mail I’m onI use Facebook, Twitter Twitter & LinkedIn I Google for my information Where are your prospects and customersMastering the Triad: Social Media, SEO & Your Website getting their information.. And when?John Foley, Jr. | Grow Socially | 2012
    51. 51. The “Key” Words Apple = Innovation Disney = MagiciPOD, iPhone, iPad, Jobs, Steve Jobs, etc. Mickey Mouse, Animal Kingdom, Florida, Roller Coasters, etc. Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    52. 52. Humanize Your BrandMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    53. 53. Let others help spread your story!• You must have a compelling story!• Make it easy for people to share it.• Deliver relevant information, and people will return the favor Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    54. 54. How to Measure Success?• How many – Downloads – eNewsletter Sign-Ups – Blog Comments – Questions – Shared Links – Re-Tweets – Followers – Site TrafficMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    55. 55. Tools for Measuring Effectiveness• Link Shorteners – iLink.Me• Google Analytics – Website• Insights – LinkedIn, Facebook, Twitter, YouTubeMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    56. 56. Content Resource Library Visit Resources Daily Content Content A C Content BPull Content Make Links Measurable Push Content Out Content Distribution Strategy • Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
    57. 57. Next: Specific Business Building Tips• LinkedIn• Facebook• Twitter• YouTube• Pinterest Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    58. 58. LinkedIn Overview• A business-oriented social networking site• Provides opportunities to position you as a thought- leader• Contains a number of under- utilized features! Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    59. 59. LinkedIn Tip: Update your Status Daily!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    60. 60. LinkedIn Tip: Complete Your ProfileMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    61. 61. Facebook Overview• The most popular social network by far• Continues to evolve into a place where both personal and professional success can be found. Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    62. 62. Building a Company Page is Simple!Creating a page for your company simply involves:• Logo• Name• Content Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    63. 63. Key: Post a Variety of ContentMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    64. 64. Advertisements Can Build Your Audience Target Facebook Users to Reach Your Target Audience!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    65. 65. Twitter Overview• Continues to grow as a tremendous way to share content and to engage with others.• Features such as Search and Lists provide learning opportunities! Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    66. 66. Use Twitter to Spread the WordMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    67. 67. Tip: FollowerWonk.com to Find PeopleMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    68. 68. YouTube Overview• Allows you to share personal and professional videos to highlight your company and its services.• It’s also the world’s #2 search engine! Mastering the Triad: Social Media, SEO & Your Website John Foley, Jr. | Grow Socially | 2012
    69. 69. YouTube: Tips for Success• Feature variety of employees, mix up the tone• Experiment with different backdrops, scenes , etc.Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    70. 70. Four Fundamentals of all Networks1. Find your Audience / Build your network2. Engage with the network you have built3. Be consistent4. Track and analyzeMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    71. 71. Align Tactics with Goals Tactic Goal Key Steps Facebook Fan page Increase awareness of Post once a day; Custom services, generate leads Tab for demo registration Twitter company page Become a thought leader, Post multiple times daily; provide support share marketing-related news; active listening YouTube Profile Humanize brand; create Film weekly video of demand employee(s); create screencasts of customer successes Pinterest Drive website traffic! Create boards to highlight portfolio workMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    72. 72. Be Committed• Social Media often requires daily attention• Prioritize: RELEVANT Content creation, listening, & engaging!• Measure & AdjustMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    73. 73. Your Website: From a Static Brochure to a Sales ToolMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    74. 74. Ready to Get Involved?• POLL Question #2: When is the last time you updated your website? View Results: http://ilnk.me/GRResult2Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    75. 75. Problem with Many Websites Today• They are not updated frequently enough.• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.• They are not generating leads.Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    76. 76. Remember: Website is Home Base! Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    77. 77. Website: Take it to the Next Step• Social-friendly, searchable• Interactive – Blogs – Comments – Landing Page – eNewsletter Sign-Ups – Widgets• Calls to action for people to raise their handMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    78. 78. Use Calls to Action to Collect Data!• Appealing to the eye• Creative• Interactive• Different• Build your database with registration formsMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    79. 79. How To Improve Your Website• Let’s look at a few practical items that you can review to identify beneficial changes.Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    80. 80. Step 1: Consider Your Target Audience• What benefits them? – Is it your equipment? – Or the solutions that you can provide?Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012 Photo Credit: http://www.nonprofitmarketingblog.com/
    81. 81. Step 2: The Change Process• What is the Process for Making Changes & Adding Content?• Do you always need IT (in-house or outsourced) involvement?• If so, consider making a change – CMS, different host provider.Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    82. 82. Step 3: Lead Generation• How many leads does your website today?• If it’s not enough, embed more lead- generation forms!• Add calls-to- action to all pages!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    83. 83. Step 4: Mobile Optimized• Do visitors have to tap, zoom, scroll?• Is there Flash?• How long is loading time?• Build a mobile website today!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    84. 84. Final Thoughts on Your Website• Do not let it be static or an after-thought!• Your website needs to be integrated into all of your marketing efforts, including print, email, social media, and more.Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    85. 85. SEO: Getting Found to Make SalesMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    86. 86. What is Search Engine Optimization?• Getting found!• Using specified keywords• Consistently updating your content• Using links to and from other pages and websitesMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    87. 87. Keyword Usage• Build a well-researched list of keywords• Incorporate in your content: – Page Titles (H1, H2 tags) – Website copy – Meta description – Image Names (Alt tags)• Use throughout all content distributionMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    88. 88. Content Rules!• Google rewards fresh content --- update your website regularly!• Create & provide content that informs, helps, and interests your audience!• Best way to do this: start blogging.Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    89. 89. Inbound Links• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.• How do you get them? – Create share-worthy & timely content! – Ask! Link-exchange – Increase PR strategy and effortsMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    90. 90. Blogs: Crucial to SEO Success• Humanizing• Improves SEO – Keywords – Links – Updated Information• Give Expertise• Updates on Company Activities• Sharing InformationMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    91. 91. Be Ready for Mobile Search with a Mobile Site! • Smartphone ownership and mobile web viewing continues to rise! • Create a mobile website that is automatically presented to the growing number of smartphone owners!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    92. 92. Items to Avoid• Buying Links• Over-using/forcing keywords – content should sound natural• Adding so much content that your page load-times suffer.Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    93. 93. Don’t Forget!• Getting found is only half the battle…. … Optimize your landing pages and product/services pages to drive people down the sales funnel!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    94. 94. Final ThoughtsMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    95. 95. Success: Triad / Three-Legged Stool!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    96. 96. This Takes Planning: Calendar #1 Announce Mail -Send out on website Monthlyflyers to Newsletterclients Email eNewsletter (Announce) Tell Expo Event colleagues 8AM-6PM you’re attending Send thank Enter new you cards contacts in Excel
    97. 97. This Takes Planning: Calendar #2 Create Announce Announce on Mail - Send out Post, Link on website & Monthly flyers to back to Newsletter clients website Comment on Connect with Share event Email event’s Keynote article on eNewsletter page Speakers on (Announce)Announce Tell Share event Join in on Expo Eventbooth # colleagues article on event’s 8AM-6PMwith you’re hashtagvideo post attending Send thank Enter newFollow-Up Share Friend new you cards contacts inwith speaking contacts on ExcelPost & Post presentationPictures on
    98. 98. Wrap Up• Start with a Plan• Create an Online Marketing Strategy• Incorporate Your Social Media, SEO and Website• Measure the Results!Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    99. 99. Resources for You► Free White Paper on Inbound Marketing!► http://InboundMarketingWhitePaper.comMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    100. 100. Have More Questions?• Visit us at Booth 1071 and 1072!• We are in the Marketing Pavilion.Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012
    101. 101. Q & A / Contact Me!: http://ilink.me/JR QR Code iFlyMobi.comMastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012

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