Google for Franchises Webinar

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This was an hour-long webinar presented on 6.21.11 by ElementsLocal CEO & President, Jeremy LaDuque, and franchisEssentials CEO & President, Paul Segreto. The presentation focused on how franchise organizations can effectively utilize Google in key areas of business today including Productivity, Local Search, Social Media, Mobile and Analytics.

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Google for Franchises Webinar

  1. 1. Today’s presenters: Jeremy LaDuque President ELEMENTS, Inc. 10 Things Franchises Can Do to Market More Effectively Using Google Paul Segreto President franchisEssentials
  2. 2. 10 Things Franchises Can Do to Market More Effectively Using Google
  3. 3. <ul><li>Reputation and crisis management </li></ul><ul><ul><li>National and local reach </li></ul></ul><ul><ul><li>News, social media and pr channels </li></ul></ul><ul><ul><ul><li>Real-time results </li></ul></ul></ul><ul><ul><ul><li>Good for repurposing </li></ul></ul></ul><ul><ul><li>Not only for brands </li></ul></ul><ul><ul><ul><li>Just launched “Me on the Web” for personal reputation management </li></ul></ul></ul>Google Alerts
  4. 4. Google +1 <ul><li>Positively affects traffic </li></ul><ul><ul><li>Increases site visibility </li></ul></ul><ul><ul><li>Makes content more compelling </li></ul></ul><ul><li>Positively affects search results </li></ul><ul><ul><li>Helps discover relevant content from known and trusted searches </li></ul></ul><ul><li>Positively affects Google ads </li></ul><ul><ul><li>Appears next to headline showing # of +1’s </li></ul></ul>
  5. 5. Google Places <ul><li>Reach millions of Google users, quickly and for free </li></ul><ul><li>Edit your listing and speak for your brand </li></ul><ul><li>Practical and easy to manage </li></ul><ul><li>Premium options, all for free </li></ul><ul><li>Incorporate with Google Places Reviews </li></ul>
  6. 6. <ul><li>Connect with Your Customers Anytime, Anywhere </li></ul><ul><li>Enhance brand awareness, preference and engagement </li></ul><ul><li>Drive customer acquisition, conversions and leads </li></ul><ul><li>Promote mobile applications </li></ul>Google Mobile Ads
  7. 7. <ul><ul><li>Google has added location extensions to their AdWords: </li></ul></ul><ul><ul><ul><li>Similar to how you can leverage ‘negative keywords’ </li></ul></ul></ul><ul><ul><ul><li>Allows franchises to display their PPC campaigns to specific locations </li></ul></ul></ul><ul><ul><ul><li>Helps consumers be aware that a product or service they are looking for is local </li></ul></ul></ul>Google Location Extensions
  8. 8. <ul><ul><ul><li>Google Keyword Tool: http://google.com/adwords </li></ul></ul></ul><ul><ul><ul><ul><li>determine what keywords people are searching for </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Shows the searches and competition around keywords </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>determine which keywords are not worth it </li></ul></ul></ul></ul><ul><ul><ul><li>Google Trends: http://google.com/trends </li></ul></ul></ul><ul><ul><ul><ul><li>determine search traffic trends </li></ul></ul></ul></ul><ul><ul><ul><ul><li>compare yourself to competitors </li></ul></ul></ul></ul>Google Keyword Tool & Trends
  9. 9. <ul><ul><ul><li>Postings Effect Rank </li></ul></ul></ul><ul><ul><ul><ul><li>Recently Bing and Google have admitted that ‘mentions’ of and links to webpages found in public social media postings can effect a website’s rankings </li></ul></ul></ul></ul><ul><ul><ul><li>Some Postings Worth More </li></ul></ul></ul><ul><ul><ul><ul><li>Search engines look at the “social authority” of users that share links and give more value to links shared by users with more credibility </li></ul></ul></ul></ul>Google Social Signals
  10. 10. <ul><ul><ul><li>Google has various other search types </li></ul></ul></ul><ul><ul><ul><li>One of these variant searches is Google’s ‘Realtime’ search </li></ul></ul></ul><ul><ul><ul><li>Realtime searches are up to the second and come from social media outlets </li></ul></ul></ul><ul><ul><ul><li>Leverage current trends in marketing efforts </li></ul></ul></ul><ul><ul><ul><li>React quickly to protect your brand </li></ul></ul></ul>Google Realtime
  11. 11. <ul><ul><li>In the Eyes of Google, Brands Are: </li></ul></ul><ul><ul><ul><li>More likely to make searchers happy </li></ul></ul></ul><ul><ul><ul><li>More likely to have the answers searchers want </li></ul></ul></ul><ul><ul><ul><li>Less likely to contain spam </li></ul></ul></ul><ul><ul><ul><li>Less likely to link out to manipulative sites </li></ul></ul></ul><ul><ul><ul><li>Less likely to contain malware/spyware </li></ul></ul></ul><ul><ul><ul><li>The way to “sort out the cesspool” </li></ul></ul></ul>Google & Brands
  12. 12. Shoes.com, Puma.com and Amazon.com may earn preferential treatment in the results
  13. 13. Establish Your Locations
  14. 14. Contribute Content to Prestigious Publishers
  15. 15. Suggest your site on Wikipedia discussion pages for a citation/link
  16. 16. Write a book w/ an ISDN number
  17. 17. Provide content for Google Scholar
  18. 18. <ul><ul><ul><ul><li>Encourage employees to create personal Linked In profiles and link them back to your brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use brand name in Blog, Facebook and Twitter posts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Encourage partners & customers to refer to your Brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Claim your brand at: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.crunchbase.com </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.business.com/directory/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.crunchbase.com/companies </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://learn.linkedin.com/company-pages/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.hoovers.com/business-inform </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.manta.com/ </li></ul></ul></ul></ul></ul>More Things You Can Do
  19. 19. <ul><ul><ul><ul><li>Encourage employees to create personal Linked In profiles and link them back to your brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use brand name in Blog, Facebook and Twitter posts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Encourage partners & customers to refer to your Brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Claim your brand at: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.crunchbase.com </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.business.com/directory/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.crunchbase.com/companies </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://learn.linkedin.com/company-pages/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.hoovers.com/business-inform </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.manta.com/ </li></ul></ul></ul></ul></ul>More Things You Can Do
  20. 20. <ul><ul><ul><ul><li>Encourage employees to create personal Linked In profiles and link them back to your brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use brand name in Blog, Facebook and Twitter posts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Encourage partners & customers to refer to your Brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Claim your brand at: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.crunchbase.com </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.business.com/directory/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.crunchbase.com/companies </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://learn.linkedin.com/company-pages/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.hoovers.com/business-inform </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.manta.com/ </li></ul></ul></ul></ul></ul>More Things You Can Do
  21. 21. <ul><ul><ul><li>A Google Group is a user-owned group created using the Google Groups service. </li></ul></ul></ul><ul><ul><ul><li>Google Groups allows you to manage and archive your mailing list </li></ul></ul></ul><ul><ul><ul><li>Google Groups provides a method for true communication and collaboration with group members. </li></ul></ul></ul><ul><ul><ul><li>Unlike other free mailing list services, Google Groups offers generous storage limits, customizable pages, and unique management options. </li></ul></ul></ul><ul><ul><ul><li>Google Groups displays only relevant text ads (never banners or pop-up ads). </li></ul></ul></ul>Google Groups
  22. 22. <ul><ul><ul><li>Used by many franchises to share marketing brochures and documents </li></ul></ul></ul><ul><ul><ul><li>Not franchise disclosure documents which require specific e-delivery in accordance with franchise laws </li></ul></ul></ul><ul><ul><ul><li>Google Docs is great for collaborative effort when working with multiple partners and when collateral documents like confidentiality agreements, leases, etc need to be shared and reviewed. </li></ul></ul></ul>Google Docs
  23. 23. Next Webinar Franchise Social Media Summit Coming in September Jeremy LaDuque President ElementsLocal Web: www.elementslocal.com Blog: www.franchisemarketingdaily.com Email: jladuque@elementslocal.com Phone: 805-471-5454 Paul Segreto President franchisEssentials Web: www.FMDpro.com Blog: www.franchisEssentials.com Email: paulsegreto@FMDpro.com Phone: 832-838-4822

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