Social Media:
Beyond LinkedIn
6.0

Driving Brand Success
Marketing Strategy | Branding | Social Media Marketing

January 2...
“In the long history of
humankind those who learned
to collaborate and improvise
most effectively have
prevailed.” -Charle...
What to expect from today’s session

www.ravoth.com
What are we covering today?

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Part 1

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Where Do You
Begin Your Online Search?
5,922,000,000
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Why Is Google Important?

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•9

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•10

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So what is

Search Engine Optimization (SEO)
and why do you need it?
How Does This Relates To Google?

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Search Engine Optimization (SEO)




The active practice of optimizing a website by
improving internal and external aspe...
www.ravoth.com
You have to be found on
Page 1!

www.ravoth.com
How Do Search Engines Work?
a.

b.

c.

Search engine bots/spiders are continuously
crawling the web, making note of new p...
SEO Recipe?

•Keyword

Research
•How do people search?
•Competition level
•2-4 word phrases
•Online conversations

•On

Pa...
8 Steps to SEO Success
a.

Think about keywords + long-tail search

b.

Put keywords in page title

c.

Put keywords in pa...
Keywords are GOLD !

 Internet is primarily driven by text
 Words are the most important
content on every website
 User...
www.ravoth.com
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Organic versus Paid

70%
• 30%

30%

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SEO versus SEM & PPC
SEO
Pros
Free

(not including resources)
Searchers click on organic search results
more often than ...
Google Keyword Planner

www.ravoth.com
@ http://tagcrowd.com

www.ravoth.com
TagCrowd

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Wordle

•26

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Alternatives Search Engines to Google

•27

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Where to Start?



LinkedIn ✓



Twitter



Google+ (Business)



Personal Website/Blog



Facebook



Mobile Apps
www.ravoth.com
What are the Top Social Media Sites?

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•(Source: All Twitter, 2012)
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8 Reasons and more to use Google!
 Google Alerts
@ www.google.com/alerts
 Google News
@ https://news.google.com
 Google...
Why Google + (Business)?


550 Million + Total User



> 350 Million Active User



>

750 % Growth Rate

www.ravoth.co...
Google + @ http://www.google.com/+
Your
(SEO) Brand
Opportunity !

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Google +@www.google.com/+/demo/

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Google + @ http://www.google.com/+/business

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Part 11

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1

2

3

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Using Facebook to Research?


1.15 Billion Users +



200% Growth +





23% check their Facebook
updates 5x per day
5...
www.ravoth.com
2012 Jobseeker Survey by Jobvite

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North American’s # 1 users of Facebook!
23 Million
Canadian Internet
Users

273 Million
US Internet
Users

158 Million

18...
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Facebook: Using it Strategically

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Facebook Advantages
a.
b.
c.
d.
e.

Turn your friends into agents.
Read news feed. Someone may post a “does anyone
know......
Facebook Marketplace

www.ravoth.com
Over 1,500 jobs listed
In Toronto + 100km

www.ravoth.com
Facebook App !
3M + Jobs ✔
30M registered users ✔
3.4 million use the app monthly ✔
www.ravoth.com
Half of employers (50 percent) are using
Facebook in their hiring process.
A majority (54 percent) already using the
socia...
Facebook for Business

@ www.facebook.com/business

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Facebook Business Success Stories
Diagio with Captain Morgan

Equine Dentist

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Facebook:
Protecting Your Privacy

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13 Million + User on Facebook in
the US do not use their privacy
setting.

www.ravoth.com
Mobile

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Mobile Web Traffic is Sky Rocking

62% increase in 1 year.
•© Knightsbridge
77% of Job Seekers are using Mobile Job Search Apps
Mobile Apps for your Job Search
6 Mobile Useful Job Search Apps
a.Monster
b.Linkup
c.CareerBuilder
d.LinkedIn
e.Indeed
f.N...
Other Research and Networking
ideas!

www.ravoth.com
Alltop @ www.alltop.com

•71

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SmartBrief @ www.smartbrief.com

•72

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YouTube @www.youtube.com



2nd largest search engine

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Public Library @ www.torontopubliclibrary.ca

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Public Library @ www.torontopubliclibrary.ca

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Meetup @www.meetup.com

47 meetups
before
noon alone!
•76

www.ravoth.com
Digital Real Estate:
Finding and Securing your
Name / “Handle”

www.ravoth.com
Knowem @ www.knowem.com

www.ravoth.com
Knowem @ http://knowem.com

www.ravoth.com
www.ravoth.com
What’s a Blog?

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There are 164,000,000 +
Blogs worldwide!
www.ravoth.com
Blog Readers from 2008 to 2014

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www.ravoth.com
www.ravoth.com
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Pros: Having a Site/Blog presence

Cons: Having a Site/Blog Presence



A central location to establish
credibility and g...
How a Blog Can Help Your Job Search
Helps your brand when prospective employers Google you.
Additional way to showcase you...
Examples!

•91

www.ravoth.com
Guest Blogging
a.

Find a blog you like.

b.

Begin sharing posts through social media.

c.

Start commenting – speak to b...
ICEROCKET @ www.icerocket.com

www.ravoth.com
Protecting Your Online Reputation!

www.ravoth.com
How to protect your reputation?
a.

Decide in advance what information you should and
should not disclose.

b.

Don’t pres...
Bonus Ideas for Extending Your
Digital Presence

www.ravoth.com
HARO (Help a reporter out)

@ www.helpareporter.com

www.ravoth.com
HARO (Help a reporter out)

•98

@ www.helpareporter.com

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Part III

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Before you can measure, you have to
know what you’re trying to do
Is it awareness?


# of unique visits (each visitor is ...
Before you can measure, you have to
know what you’re trying to do
Is it to drive sales?


# of referrals to your site


...
Before you can measure, you have to
know what you’re trying to do
Is it to build community/loyalty?


# of repeat visits
...
Google Analytics@www.google.com/analytics/

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Google Analytics@www.google.com/analytics/

www.ravoth.com
Social Mention @ http://socialmention.com

Note:
Search engine for
user-generated
discussions that
are not typically
index...
Social Mention @ http://socialmention.com

www.ravoth.com
KLOUT @ www.klout.com

www.ravoth.com
Create a “Listening Report”

•108

www.ravoth.com
Creative Job Searchers!

www.ravoth.com
Creative Job Searchers!

http://vimeo.com/21228618

www.ravoth.com
A mobile service that lets you capture and share short looping videos.
Like Tweets, the brevity of videos on Vine (6 secon...
www.ravoth.com
Creative Job Searchers!

www.youtube.com/watch?v=9EzNll1U2N8&feature=player_embedded

www.ravoth.com
Last Word: Protect Your Data!









Back up your data regularly (e.g. external hard
drive, mac time machine)
Have...
Password Manager Applications

1. LastPass

www.lastpass.com

2. RoboForm

www.roboform.com

3. Keepass

www.keepass.com

...
Presentation will be available @ slideshare.net/jravoth

www.ravoth.com
Social Media Beyond LinkedIn
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Social Media Beyond LinkedIn

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The presentation explains briefly, the underpinning factor, that increases you search ability on search engines such as Google etc. It also gives you an idea how important Google + and other social media sites are for your brand.

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  • Matt Goulart is the Founder of Ignite Digital Inc. (formally WebStar Content), a Digital Agency focused on developing effective online strategies for big brands. Ignite Digital Inc. develops effective organic tactics that generate brand awareness, lead generation and community participation.
  • Google
    Google has market share of ca. 66%
    Bing: 15%
    Yahoo: 14%
  • 3 Types of Search Engines:
    Robots (crawlers, ants, spiders)
    Human Submissions
    Hybrid of two called “Crawler based Search Engines”
  • Web pages often include metadata in the form of meta tags. Description and keywords meta tags are commonly used to describe the Web page's content. Most search engines use this data when adding pages to their search index.
  • Here are some of the stats on usage and participation in some of the top social media sites. When deciding where you should start for your job search or for promoting your business, keep in mind that it’s not only
    about numbers, but about the type of audience and interactions that particular social media site encourages. For example, Pinterest is a visually based site which may be great for those of you that are looking to work in graphic design or as commercial artists, but is unlikely to be suitable for most of your needs. However a SM site that you can not let out of focus due to the rapid growth over the last year. So let’s take a look at where you should start…
  • Here are some of the stats on usage and participation in some of the top social media sites. When deciding where you should start for your job search or for promoting your business, keep in mind that it’s not only
    about numbers, but about the type of audience and interactions that particular social media site encourages. For example, Pinterest is a visually based site which may be great for those of you that are looking to work in graphic design or as commercial artists, but is unlikely to be suitable for most of your needs. However a SM site that you can not let out of focus due to the rapid growth over the last year. So let’s take a look at where you should start…
  • Captain Morgan (Diagio)
    Would a Facebook presence help this spirited company sell drinks?
    Here are the results:
    With Facebook, Diageo targeted its ads to customers of legal drinking age. In this controlled test environment, the company saw something it could toast to: a 19 percent increase in total sales among those exposed to Diageo’s Premium Ads, versus those not exposed, within the test parameters. The lift was seen collectively across the five brands participating in the test.
    2. Equine Dentist Builds Relationships With Facebook
    How do you turn a regional service business into an international destination for industry thought leadership?
    Facebook.
    At least that’s what worked for Geoff Tucker, an equine dentist based in Palm City, FL.
    In a business driven by relationships, Geoff says that Facebook allows him to build new ones. “People do business with people who they’re friends with. Period,” he says. “And Facebook is a great way to get to know people. It allows people to see that I’m a person.”
    As he builds these relationships using social media, Geoff is also expanding his company’s reach. He says it was his blog, his Twitter feed, and his Facebook account that helped him win appearances on Horse Talk Radio and HorseGirl.tv.
    So what’s this done for his business? Geoff says that over the last year, Facebook alone has generated about 100 leads and 10-to-15 customers.
  • iPads 300% increase in traffic
  • At your finger tip
    Response time
    Speed to market
  • Note:
    Search engine for user-generated discussions that are not typically indexed by major search engines as they do not reside on static pages.
  • Social Media Beyond LinkedIn

    1. 1. Social Media: Beyond LinkedIn 6.0 Driving Brand Success Marketing Strategy | Branding | Social Media Marketing January 2014 www.ravoth.com
    2. 2. “In the long history of humankind those who learned to collaborate and improvise most effectively have prevailed.” -Charles Darwin “Social Media is about the people! Not about your business. Provide for the people and the people will provide for you.” -Matt Goulart Facilitating Brand Success Driving Brand Success www.ravoth.com
    3. 3. What to expect from today’s session www.ravoth.com
    4. 4. What are we covering today? www.ravoth.com
    5. 5. Part 1 www.ravoth.com
    6. 6. Where Do You Begin Your Online Search?
    7. 7. 5,922,000,000 www.ravoth.com
    8. 8. Why Is Google Important? www.ravoth.com
    9. 9. •9 www.ravoth.com
    10. 10. •10 www.ravoth.com
    11. 11. So what is Search Engine Optimization (SEO) and why do you need it? How Does This Relates To Google? www.ravoth.com
    12. 12. Search Engine Optimization (SEO)   The active practice of optimizing a website by improving internal and external aspects in order to increase traffic the site receives from search engines.  SEO refers to techniques that help your website rank higher in the organic/natural search results including online conversations.  Source: www.seostore.ca The process of improving the volume & quality of traffic to a web site incl. online conversation from search engines via "natural" (organic or algorithmic)search results. This helps more people who are looking for your career profile to find you. www.ravoth.com
    13. 13. www.ravoth.com
    14. 14. You have to be found on Page 1! www.ravoth.com
    15. 15. How Do Search Engines Work? a. b. c. Search engine bots/spiders are continuously crawling the web, making note of new pages and content. They are not overly sophisticated, which is why html sites with properly built links/navigation often outrank more dynamic sites that use Flash and JavaScript links. Specialized search spiders later return to web pages to gather new information and it is eventually added to the search engine’s index. Again, these bots are basic…they can read text and links, but not much else. When you conduct a search, the results are displayed almost magically, but a lot is happening behind the scenes. Results are pulled from the current Index, based on a complex algorithm which ranks the results. www.ravoth.com
    16. 16. SEO Recipe? •Keyword Research •How do people search? •Competition level •2-4 word phrases •Online conversations •On Page Factors •Customized URL •Page Title •Keywords in Content (long-tail) •Heading Tags Building •Internal •External •Anchor Text  •Social  •Link estate media real   Improved Organic Ranking Higher Visibility Increased Traffic More Job Leads www.ravoth.com
    17. 17. 8 Steps to SEO Success a. Think about keywords + long-tail search b. Put keywords in page title c. Put keywords in page URL d. Put keywords in meta data (description and keywords) e. Use keyword in the page content f. Keywords in online Conversations g. Build links to your profile h. Monitor your site traffic and rank i. Be consistent across all entities www.ravoth.com
    18. 18. Keywords are GOLD !  Internet is primarily driven by text  Words are the most important content on every website  Users find websites based on keywords www.ravoth.com
    19. 19. www.ravoth.com
    20. 20. www.ravoth.com
    21. 21. Organic versus Paid 70% • 30% 30% www.ravoth.com
    22. 22. SEO versus SEM & PPC SEO Pros Free (not including resources) Searchers click on organic search results more often than paid PPC SEM/PPC Pros Excellent at creating awareness quickly Campaigns can be budgeted to fit a business’s needs Cons Cons Time consuming Takes years to learn & understand Takes longer to see results Can be pricey ($25-$100,000 a month) Must be managed constantly (daily/weekly) ROI can be difficult to manage - Clickfraud www.ravoth.com
    23. 23. Google Keyword Planner www.ravoth.com
    24. 24. @ http://tagcrowd.com www.ravoth.com
    25. 25. TagCrowd www.ravoth.com
    26. 26. Wordle •26 www.ravoth.com
    27. 27. Alternatives Search Engines to Google •27 www.ravoth.com
    28. 28. Where to Start?  LinkedIn ✓  Twitter  Google+ (Business)  Personal Website/Blog  Facebook  Mobile Apps
    29. 29. www.ravoth.com
    30. 30. What are the Top Social Media Sites? www.ravoth.com •(Source: All Twitter, 2012)
    31. 31. www.ravoth.com
    32. 32. www.ravoth.com
    33. 33. www.ravoth.com
    34. 34. www.ravoth.com
    35. 35. www.ravoth.com
    36. 36. www.ravoth.com
    37. 37. www.ravoth.com
    38. 38. 8 Reasons and more to use Google!  Google Alerts @ www.google.com/alerts  Google News @ https://news.google.com  Google Scholar @ http://scholar.google.ca  Google Gmail @ http://gmail  Google Docs @ https://docs.google.com  Google Search = Calculator  Google Street View @ http://maps.google.ca  Google + (for Business) @ http://www.google.com/+/business ✔  Google for Entrepreneurs launching soon www.ravoth.com
    39. 39. Why Google + (Business)?  550 Million + Total User  > 350 Million Active User  > 750 % Growth Rate www.ravoth.com
    40. 40. Google + @ http://www.google.com/+ Your (SEO) Brand Opportunity ! www.ravoth.com
    41. 41. Google +@www.google.com/+/demo/ www.ravoth.com
    42. 42. Google + @ http://www.google.com/+/business www.ravoth.com
    43. 43. Part 11 www.ravoth.com
    44. 44. www.ravoth.com
    45. 45. www.ravoth.com
    46. 46. 1 2 3 www.ravoth.com
    47. 47. www.ravoth.com
    48. 48. Using Facebook to Research?  1.15 Billion Users +  200% Growth +   23% check their Facebook updates 5x per day 50% log-in every day  Available in 70 languages www.ravoth.com
    49. 49. www.ravoth.com
    50. 50. 2012 Jobseeker Survey by Jobvite www.ravoth.com
    51. 51. North American’s # 1 users of Facebook! 23 Million Canadian Internet Users 273 Million US Internet Users 158 Million 18Million US Facebook Users Canadian Facebook Users 58% of US internet users are on Facebook. 78% of Canadian internet users are on Facebook Sources: www.socialbakers.com, Internet World Stats, May 2012 www.ravoth.com
    52. 52. www.ravoth.com
    53. 53. www.ravoth.com
    54. 54. Facebook: Using it Strategically www.ravoth.com
    55. 55. Facebook Advantages a. b. c. d. e. Turn your friends into agents. Read news feed. Someone may post a “does anyone know...” Just like LinkedIn, there are Facebook groups. Watch and get active. You can email anyone in Facebook. Research and join (“like”) company pages. Watch and participate. www.ravoth.com
    56. 56. Facebook Marketplace www.ravoth.com
    57. 57. Over 1,500 jobs listed In Toronto + 100km www.ravoth.com
    58. 58. Facebook App ! 3M + Jobs ✔ 30M registered users ✔ 3.4 million use the app monthly ✔ www.ravoth.com
    59. 59. Half of employers (50 percent) are using Facebook in their hiring process. A majority (54 percent) already using the social network anticipates Facebook becoming a more important part of the talent acquisition process in the near future. Of companies using Facebook to acquire new potential employees, more than half state the importance of networking and referrals. The number one suggestion by recruiters (87 percent) is for candidates using Facebook to 'Like' a desired company's Facebook page, followed by using Facebook as a networking tool. www.ravoth.com
    60. 60. Facebook for Business @ www.facebook.com/business www.ravoth.com
    61. 61. Facebook Business Success Stories Diagio with Captain Morgan Equine Dentist www.ravoth.com
    62. 62. Facebook: Protecting Your Privacy www.ravoth.com
    63. 63. 13 Million + User on Facebook in the US do not use their privacy setting. www.ravoth.com
    64. 64. Mobile www.ravoth.com
    65. 65. Mobile Web Traffic is Sky Rocking 62% increase in 1 year.
    66. 66. •© Knightsbridge
    67. 67. 77% of Job Seekers are using Mobile Job Search Apps
    68. 68. Mobile Apps for your Job Search 6 Mobile Useful Job Search Apps a.Monster b.Linkup c.CareerBuilder d.LinkedIn e.Indeed f.Now Hiring (99Cents) Free
    69. 69. Other Research and Networking ideas! www.ravoth.com
    70. 70. Alltop @ www.alltop.com •71 www.ravoth.com
    71. 71. SmartBrief @ www.smartbrief.com •72 www.ravoth.com
    72. 72. YouTube @www.youtube.com  2nd largest search engine www.ravoth.com
    73. 73. Public Library @ www.torontopubliclibrary.ca www.ravoth.com
    74. 74. Public Library @ www.torontopubliclibrary.ca www.ravoth.com
    75. 75. Meetup @www.meetup.com 47 meetups before noon alone! •76 www.ravoth.com
    76. 76. Digital Real Estate: Finding and Securing your Name / “Handle” www.ravoth.com
    77. 77. Knowem @ www.knowem.com www.ravoth.com
    78. 78. Knowem @ http://knowem.com www.ravoth.com
    79. 79. www.ravoth.com
    80. 80. What’s a Blog? www.ravoth.com
    81. 81. There are 164,000,000 + Blogs worldwide! www.ravoth.com
    82. 82. Blog Readers from 2008 to 2014 www.ravoth.com
    83. 83. www.ravoth.com
    84. 84. www.ravoth.com
    85. 85. www.ravoth.com
    86. 86. www.ravoth.com
    87. 87. www.ravoth.com
    88. 88. Pros: Having a Site/Blog presence Cons: Having a Site/Blog Presence  A central location to establish credibility and great for audience building. Allows others to learn more about you – when you’re not there.  Fresh content to feed social media efforts.  May require outside expertise  May have costs  Challenge securing domain name You own it.  Requires regular commitment - can be time consuming SEO and analytics benefits.     Examples: Wordpress.com, Wordpress.org. www.ravoth.com
    89. 89. How a Blog Can Help Your Job Search Helps your brand when prospective employers Google you. Additional way to showcase your portfolio of talents:      Subject matter expertise Communication skills Values Success stories Opinions, critical thinking Can support selling yourself to a specific target. www.ravoth.com
    90. 90. Examples! •91 www.ravoth.com
    91. 91. Guest Blogging a. Find a blog you like. b. Begin sharing posts through social media. c. Start commenting – speak to blog owner and other readers. d. Develop relationship with owner (private communications, meet in person). e. Offer to guest post. f. Share links to your post. www.ravoth.com
    92. 92. ICEROCKET @ www.icerocket.com www.ravoth.com
    93. 93. Protecting Your Online Reputation! www.ravoth.com
    94. 94. How to protect your reputation? a. Decide in advance what information you should and should not disclose. b. Don’t presume privacy. c. Avoid negativity. d. Don’t get into fights, but converted detractors become fans. e. Ensure online profile doesn’t contradict activity in the offline world, and that messages are authentic. f. Don’t try to pretend you are someone you’re not. www.ravoth.com
    95. 95. Bonus Ideas for Extending Your Digital Presence www.ravoth.com
    96. 96. HARO (Help a reporter out) @ www.helpareporter.com www.ravoth.com
    97. 97. HARO (Help a reporter out) •98 @ www.helpareporter.com www.ravoth.com
    98. 98. Part III www.ravoth.com
    99. 99. Before you can measure, you have to know what you’re trying to do Is it awareness?  # of unique visits (each visitor is counted only once during the measurement period)  # of visits from search  # traffic from social networks  # new visitors from social networks  # of positive mentions in social media  Share of voice  # of inbound links  % of new visits www.ravoth.com
    100. 100. Before you can measure, you have to know what you’re trying to do Is it to drive sales?  # of referrals to your site  # of downloads/requests for content  # of requests for quotes  # of conversions to sales www.ravoth.com
    101. 101. Before you can measure, you have to know what you’re trying to do Is it to build community/loyalty?  # of repeat visits  # of subscribers  # of comments and quality of comments  Extent of sharing  Net promoter score (how likely are you to recommend to a friend) www.ravoth.com
    102. 102. Google Analytics@www.google.com/analytics/ www.ravoth.com
    103. 103. Google Analytics@www.google.com/analytics/ www.ravoth.com
    104. 104. Social Mention @ http://socialmention.com Note: Search engine for user-generated discussions that are not typically indexed by major search engines as they do not reside on static pages. www.ravoth.com
    105. 105. Social Mention @ http://socialmention.com www.ravoth.com
    106. 106. KLOUT @ www.klout.com www.ravoth.com
    107. 107. Create a “Listening Report” •108 www.ravoth.com
    108. 108. Creative Job Searchers! www.ravoth.com
    109. 109. Creative Job Searchers! http://vimeo.com/21228618 www.ravoth.com
    110. 110. A mobile service that lets you capture and share short looping videos. Like Tweets, the brevity of videos on Vine (6 seconds or less) www.ravoth.com
    111. 111. www.ravoth.com
    112. 112. Creative Job Searchers! www.youtube.com/watch?v=9EzNll1U2N8&feature=player_embedded www.ravoth.com
    113. 113. Last Word: Protect Your Data!       Back up your data regularly (e.g. external hard drive, mac time machine) Have multiple email addresses Do not rely on only one channel to access your email (e.g. BlackBerry, Mac Mail, Gmail) Social sharing (e.g. Twitter) Google docs Track your passwords (risk?) www.ravoth.com
    114. 114. Password Manager Applications 1. LastPass www.lastpass.com 2. RoboForm www.roboform.com 3. Keepass www.keepass.com 4. Password Safe www.passwordsafe.sourceforge.net 5. KeyWallet www.keywallet.net www.ravoth.com
    115. 115. Presentation will be available @ slideshare.net/jravoth www.ravoth.com

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