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Fort Walton Beach Chamber of Commerce Search Engine Marketing Symposium Oct 2011

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Brief overview of search engine marketing and social media.

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Fort Walton Beach Chamber of Commerce Search Engine Marketing Symposium Oct 2011

  1. 1. Search Engine Marketing &  Social Media Presented by:  Peggy Mahone, Interactive SpecialistFreedom Florida Newspapers and Interactive
  2. 2. Why Search Engine Marketing? •90% of people research the internet for products and  services before they buy.  •20% of all searches include a town, city, area, or other geo‐ descriptor. • 86% of them follow up with a phone call or store visit • Of that, 52% end up making a purchase •Half of ALL internet access comes from mobile devices.
  3. 3. Search Engine Marketing: How Does It Work?• Local Maps: Maps Listing• Natural/Organic Listings: SEO (search engine 3 1 optimization) 3• Sponsored Links: PPC (Pay Per Click) Customers are actively searching for your services – 2 they already want what you have!
  4. 4. All the Places Your Business can be Found! HERE… HERE… HERE
  5. 5. Search Engine Optimization (SEO)What is it?SEO is a key tool for making sure that searchengines get the right idea about your website.It is the process of designing and modifyingyour website so that search engines give itthe best possible organic search results forrelevant keywords.Where?Natural/organic results in search enginesWhy?• Build credibility and loyalty with online consumers• Improve your position on all search engines, without paying for clicks• Start easily and see results in 3-6 months• Create a long term asset for your business (tomatoes vs. tomato plant)
  6. 6. Search Engine Marketing: How Does It Work?• Local Maps: Maps Listing• Natural/Organic Listings: SEO (search engine 3 1 optimization) 3• Sponsored Links: PPC (Pay Per Click) Customers are actively searching for your services – 2 they already want what you have!
  7. 7. Pay Per Click (PPC)The Power of Pay‐Per‐Click: – Advertisers can bid on many keywords  – Quick set‐up with immediate traffic – Tracking, tracking, tracking  – PPC is a flexible medium/budget based.  – Top of search results without any “optimization” – GEO‐Target
  8. 8. What IS social media?• Technically, it’s the use of web-based and mobile technologies to turn communication into interactive dialogue.• BUT IT’S MUCH MORE THAN THAT…
  9. 9. It’s about how people are ENGAGING,PARTICIPATING, and SHARING online…
  10. 10. Some Social Media Statistics• Americans spent nearly a  quarter of their time online  on social networking sites• 94 percent of U.S. online  time is spent on just three  activities: social networking,  playing games and emailing.• Twitter processed almost 10  billion tweets in 2010. 10
  11. 11. Finding Your Social Media Voice Your social media voice allows you to communicate faster, more personably, and more directly with your audience.• Who are you?• Who is your audience?• Use plain language, not sales lingo• Match your language to your voice• What do you talk about?
  12. 12. Social Media and Business ObjectivesGrow top line throughlead generation andsocial sales. Use social marketing to spread word about your brands and promotions.Build customer loyalty andcredibility by offeringvaluable content.
  13. 13. ENGAGE,PARTICIPATE, and SHARE ONLINE!

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