The Power of Social Media and The New Face of SEO - August 2013 - Hang out 21 212

August 1st, 2013
HANGOUT WITH
Social Media and SEO for Start-ups

Dar has extensive experience in
social media and digital
marketing. She has worked on
campaigns of every size and
vertical from start-ups to large
corporations to help them
achieve their various
objectives. One of Dar’s
specialties is in providing
corporate training in social
media management.
Dar currently works at
iRISEmedia, a leading digital
marketing agency in Toronto, as
Director of Social Media
Marketing.
Mentor at 21 212, Co-
founder and Quarterback at
DMAC. Gustavo Has been
working in the online space
since 1998 and specifically
with Digital Marketing since
2004. He has worked as a
university professor in Brazil
since 2001 and possesses
vast experience creating and
developing certification, post
graduate and bachelor
programs.
Jim has been the founder
and President of
iRISEmedia.com, a leading
digital marketing agency in
Toronto from 2004 to the
present. His particular
specialty is in SEO and
Social Media but he also
focuses on the company’s
R&D and intellectual
property initiatives. He was
also Legal and Online
Marketing Director for
Incorpore Brazil from 1996-
2004. He has law degree
from Osgoode Hall
University in Canada.
THE LECTURERS
Dar Refaeli Gustavo Loureiro Jim Bensimon

AGENDA
 Introduction about DMAC
 The Power of Social Media Marketing
 Social Media Marketing Tips for 2013
 Social Media Case Study
 The new face of SEO
 SEO Tips for 2013
 SEO Case study
 Q&A

 Over 1.11 billion active
monthly users as of March
31,2013
 Over 665 million daily active
users on average in march
2013
 Over 18 million users in
Canada
 The average Facebook user
spends more than 30
minutes per day on it
 Over 500 million registered
users
 Twitter now has 200 million
active users
 24 billion searches each
month
 More than 50% of active
Twitter users follow
companies, brands and
products
 YouTube is the 2rd largest
Search Engine in the world
 Over 1 billion unique users
each month
 Over 4 billion videos are
watched every day
 700 Youtube videos get
shared on Twitter daily
 100 million people take a
social action on YouTube
(likes, shares, comments)
every week
THE POWER OF SOCIAL MEDIA MARKETING

1. Use Fewer Social Sites
SOCIAL MEDIA MARKETING TIPS FOR 2013

2. Connections. Not Sales

3. Help Your Clients/Readers

4. Host Events

5. Use Your Analytics

1. Use Fewer Social Sites
2. Connections. Not Sales
3. Help Your Clients/Readers
4. Host Events
5. Use Your Analytics

Client: The Canadian Plastics Industry Association
Background: On June 6, 2012, City Council voted
to ban single-use plastic shopping bags from
retail stores in Toronto as of January 1, 2013.
Campaign Objective: Reverse the ban on plastic
bags by getting City Council to vote against the
implementation of the by-law
Campaign length: 3 months
CAMPAIGN OVERVIEW

CAMPAIGN STRATEGY
Campaign Strategy:
Create an online awareness campaign to
inform Torontonians of the ban, its
negative impacts and the benefit of
plastic bags and the industry.
Encourage the public to send letters to
City Council expressing their thoughts
about the ban.
Campaign Platforms:

www.reversethebagban.ca/take-action
REVERSETHEBAGBAN.CA
www.reversethebagban.ca

facebook.com/reversethebagban
www.twitter.com/reversebagban
THE SOCIAL MEDIA CHANNELS
www.youtube.com/reversebagban

• Thousands of letters written to city council
• Over 10,000 visits reversethebagban.ca
• On November 28, 2012, Toronto City
Council voted to reverse the bag ban
THE RESULTS

 The introduction of Google Panda & Penguin
along with other changes made by major search
engines in the past 18 months have increased the
importance of content driven and quality
backlinking SEO strategies.
 Outdated SEO strategies used by many “SEO
firms” can endanger a website’s search engine
rankings and may lead to de-indexing by Google.
 Fresh content is key and must perform triple duty:
 Keyword targeted and optimized
 Link worthy
 Social media worthy
THE NEW FACE OF SEO

 Page speed for mobile;
 Content Must Be Compelling; No more backlinks;
 Matt Cutts of Google “Facebook Likes do not
affect SEO rankings”. However combined Social
Media Data (Facebook, Twitter, google+, youtube)
does increase SEO rankings;
 Google Penguin can now penalize individual pages
as opposed to entire sites;
 Google Panda rolls out data 10 days in every
month (beware of bad backlinks);
 Design – User Experience are grossly underrated.
SEO TIPS FOR 2013

The Client: Vital Signs
The Website: vital-signs.ca
Campaign Objective: Increase qualified
organic search traffic to vital-signs.ca
SEO Strategy: Optimize website and targeted
keyword phrases for vital-signs.ca to appear in
top organic search results on page 1 of
Google.ca and other search engines
Campaign length: Since March 2011
Keywords on page 1 at start of campaign: 0
CAMPAIGN OVERVIEW: VITAL SIGNS

• Over 80 Keywords on page 1; over 70
keywords in top 3 positions on page 1
• Sample keywords on page 1, position 1:
“Storefront signs” & “outdoor signs”
• Increase of organic website search traffic by
205% in a 1 year period
Vital-signs.ca appears in position 1, page 1 for ‘storefront signs in Google.ca
Organic traffic to Vital-signs.ca increase by over 200% in a year
CAMPAIGN ACHIEVEMENTS: VITAL SIGNS

The Power of Social Media and The New Face of SEO - August 2013 - Hang out 21 212

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The Power of Social Media and The New Face of SEO - August 2013 - Hang out 21 212