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#NOEW2016 - Local + Social like Peanut Butter & Chocolate 3-15-2016

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Presented to New Orleans Entrepreneur Week #NOEW2016 on March 15th 2016.

This presentation talks about the importance of connection between local search efforts and social media.

After a review of social channels and what's happening where, this presentation looks at ways that businesses can start to use their social media to look more like a big brand. And, by including their Name, Address and Phone Number in social channels can reinforce the "place" in which they are most likely to do business.

With a focus on development of brand authority, customer targets and pay-to-play social engagement we develop a case for the local business to get more social.

Published in: Marketing
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#NOEW2016 - Local + Social like Peanut Butter & Chocolate 3-15-2016

  1. 1. Confidential, Property of Search Influence, LLC © 2016 LOCAL + SOCIAL: LIKE PEANUT BUTTER AND CHOCOLATE Will Scott CEO & Co-Founder New Orleans Entrepreneur Week @searchinfluence #NOEW2016
  2. 2. SEARCH INFLUENCE Helping customers successfully market online since 2006. Search Influence 90 full and part-time employees 120 contract writers Google AdWords & Analytics Certified Staff Google Certified Partner Reputation 2011 Inc. 500 honoree 2013 Inc. Hire Power Winner Recognized leader in search and social for local business Two decades in online media Best Places to Work, 2014 ABOUT @searchinfluence #NOEW2016
  3. 3. ● Helping businesses succeed online since 1994 ● Started Search Influence in 2006 with wife and COO Angie Scott ● 10-years in business at SI ● 30,000 clients and 47 resellers served ● @w2scott WILL SCOTTABOUT ME @w2scott #NOEW2016
  4. 4. @searchinfluence #NOEW2016
  5. 5. IN THE BEGINNING, THERE WAS THE BOOK.
  6. 6. NOW 85%OF CONSUMERS USE THE INTERNET TO FIND LOCAL BUSINESSES. SOURCE: 2012 Study by SearchEngineLand.com@searchinfluence #NOEW2016
  7. 7. 2.13 BILLION PEOPLE ARE ON SOCIAL NETWORKS. http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/ @w2scott #NOEW2016
  8. 8. 74% OF ONLINE ADULTS USE SOCIAL MEDIA. http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/ @searchinfluence #NOEW2016
  9. 9. 23%OF ONLINE ADULTS USE TWITTER. @w2scott #NOEW2016
  10. 10. 25%OF ONLINE ADULTS USE LINKEDIN. @searchinfluence #NOEW2016
  11. 11. 28%OF ONLINE ADULTS USE INSTAGRAM. @w2scott #NOEW2016
  12. 12. 31%OF ONLINE ADULTS USE PINTEREST. @searchinfluence #NOEW2016
  13. 13. 72%OF ONLINE ADULTS USE FACEBOOK. @searchinfluence #NOEW2016
  14. 14. 1,550,000,000
  15. 15. @searchinfluence
  16. 16. 25% OF ALL BUSINESS OWNERS: “SOCIAL MEDIA HELPS ME KEEP MY CUSTOMERS.” @w2scott #NOEW2016
  17. 17. ONLY 41%SEE A RETURN ON INVESTMENT FROM THEIR SOCIAL MEDIA EFFORTS. SOURCE: http://screenwerk.com/2015/05/20/unchanged- 60-of-smbs-still-say-no-roi-from-their-social-media-efforts/@searchinfluence #NOEW2016
  18. 18. 2015 LOCAL SEARCH RANKING FACTORS
  19. 19. OVERALL RANKING FACTORS SOURCE: David Mihm, 2015 Local Search Ranking Factors @searchinfluence #NOEW2016
  20. 20. ERIC SCHMIDT SAYS: "BRANDS ARE HOW YOU SORT OUT THE CESSPOOL". @w2scott #NOEW2016 http://si.ly/localbrandbuilding
  21. 21. KEY INFORMATION ABOUT YOUR BUSINESS MUST BE ACCURATE AND ACCESSIBLE. @searchinfluence #NOEW2016
  22. 22. TAKE TIME TO BUILD OUT YOUR LISTING BEYOND NAP. SOURCE: Local Search Association & Burke, Inc., “Local Media Tracking Study,” June 2014@w2scott #NOEW2016
  23. 23. CHANNEL YOUR TARGET CUSTOMER BY THINKING, “WHO BUYS MY PRODUCT OR SERVICE?” SOURCE: 2012 Study by SearchEngineLand.com@searchinfluence #NOEW2016
  24. 24. • Men or Women? • Age? Marital and family status? • Income? • Location? DEFINE YOUR TARGET MARKET. @w2scott #NOEW2016
  25. 25. • Like or dislike? • Interests? • Values? • Lifestyle? WHAT MAKES YOUR CUSTOMER TICK? @searchinfluence #NOEW2016
  26. 26. 2012
  27. 27. http://avalaunchmedia.com/infographics/social-meowdia-explained-redux/
  28. 28. CHOOSE YOUR TARGET NETWORKS. ● Fast-moving consumer goods will perform better on Facebook. ● Twitter is a primarily a news source for its users. ● Pinterest is the place for food- and drink-related products or family and parenting. ● Instagram is mostly female, 18-44. Clothing, accessories and entertainment do well. @w2scott #NOEW2016
  29. 29. MAKE A PLAN. CREATE GOALS. DO AN AUDIT. BUILD AND IMPROVE. SOURCE: 2012 Study by SearchEngineLand.com @searchinfluence #NOEW2016
  30. 30. POSTING CONTENT? EACH PLATFORM IS DIFFERENT. @searchinfluence #NOEW2016
  31. 31. @searchinfluence #NOEW2016
  32. 32. @searchinfluence #NOEW2016
  33. 33. AUTOMATE. AUTOMATE. AUTOMATE. Use Facebook Scheduling to publish content when you want. @searchinfluence #NOEW2016
  34. 34. AUTOMATE. AUTOMATE. AUTOMATE. For LinkedIn, Google+ and Twitter, try Hootsuite.
  35. 35. OVERALL RANKING FACTORS HOW AM I DOING ON SOCIAL MEDIA? @searchinfluence #NOEW2016
  36. 36. TOPSY HOW AM I DOING ON SOCIAL MEDIA? @searchinfluence #NOEW2016
  37. 37. 5 WAYS TO MAKE SOCIAL MORE LOCAL @searchinfluence #NOEW2016
  38. 38. #1. PUT YOUR NAP ON ALL THINGS @searchinfluence #NOEW2016
  39. 39. @searchinfluence #NOEW2016
  40. 40. @searchinfluence #NOEW2016
  41. 41. OVERALL RANKING FACTORSNAP ON YOUTUBE
  42. 42. OVERALL RANKING FACTORSNAP ON YOUTUBE @searchinfluence #NOEW2016
  43. 43. NAP ON FACEBOOK @searchinfluence #NOEW2016
  44. 44. #2. GET YOUR TEAM INVOLVED @searchinfluence #NOEW2016
  45. 45. LINKEDIN LOCAL LINKS
  46. 46. METCALFE'S LAW @searchinfluence #NOEW2016
  47. 47. #3. ENGAGE LOCALLY RELEVANT ORGANIZATIONS @searchinfluence #NOEW2016
  48. 48. OVERALL RANKING FACTORSLIKE LOCAL STUFF
  49. 49. OVERALL RANKING FACTORSENGAGE LOCAL INFLUENCERS @searchinfluence #NOEW2016
  50. 50. #4. USE LOCAL ADVERTISING TARGETING @searchinfluence #NOEW2016
  51. 51. LOCALIZED ADS
  52. 52. LOCALIZED ADS
  53. 53. MAKE SURE TO INCORPORATE THE NEW FACEBOOK PIXEL. @searchinfluence #NOEW2016
  54. 54. @searchinfluence #NOEW2016
  55. 55. #5. MOBILE @searchinfluence #NOEW2016
  56. 56. OVERALL RANKING FACTORSNO LONGER OPTIONAL @searchinfluence #NOEW2016
  57. 57. EVERY DAY, AVERAGE CONSUMER SPENDS 198 MINUTES INSIDE APPS. @searchinfluence #NOEW2016
  58. 58. EVERY DAY, AVERAGE CONSUMER SPENDS 168 MINUTES ON TV. @searchinfluence #NOEW2016
  59. 59. OVERALL RANKING FACTORSAPPS VS. TV VIEWING
  60. 60. 5 NEW THINGS YOU CAN DO IN 2016 @searchinfluence #NOEW2016
  61. 61. 1. FACEBOOK AUDIENCE OPTIMIZATION @searchinfluence #NOEW2016
  62. 62. AUDIENCE OPTIMIZATION
  63. 63. AUDIENCE OPTIMIZATION
  64. 64. 2. FACEBOOK LOCAL AWARENESS ADS @searchinfluence #NOEW2016
  65. 65. LOCAL AWARENESS ADS
  66. 66. LOCAL AWARENESS ADS
  67. 67. OVERALL RANKING FACTORSEXAMPLE OPTIONS
  68. 68. 3. "NATIVE" ADVERTISING @searchinfluence #NOEW2016
  69. 69. OVERALL RANKING FACTORSBIG MEDIA WANTS YOU
  70. 70. OVERALL RANKING FACTORSBIG MEDIA WANTS YOU
  71. 71. SPONSORED ARTICLE
  72. 72. SPONSORED ARTICLE
  73. 73. SPONSORED CONTENT
  74. 74. SPONSORED CONTENT
  75. 75. 4. MEDIA LINES ARE BLURRED @searchinfluence #NOEW2016
  76. 76. OVERALL RANKING FACTORSBUZZFEED
  77. 77. OVERALL RANKING FACTORSMASHABLE
  78. 78. OVERALL RANKING FACTORSMASHABLE NOT TAGGED AS “SPONSORED”
  79. 79. 5. FACEBOOK VS. GOOGLE @searchinfluence #NOEW2016
  80. 80. FACEBOOK'S AD NETWORK SOURCE: AdWeek, Social Times
  81. 81. HOOTSUITE LAUNCHES ADS
  82. 82. NO SUCH THING AS A FREE LUNCH. PAY- TO-PLAY IS THE FUTURE. @searchinfluence #NOEW2016
  83. 83. YOU DON'T OWN FACEBOOK
  84. 84. ADVERTISERS SPEND $54 BILLION ON SOCIAL MEDIA ADS IN 2020 @searchinfluence #NOEW2016
  85. 85. FACEBOOK PROMOTED POST
  86. 86. OVERALL RANKING FACTORSFACEBOOK PROMOTED POST
  87. 87. OVERALL RANKING FACTORSLINKEDIN SPONSORED UPDATE
  88. 88. OVERALL RANKING FACTORSPINTEREST SPONSORED PINS
  89. 89. THANK YOU! -WILL SCOTT wscott@searchinfluence.com searchinfluence.com/blog twitter.com/searchinfluence Search Influence 935 Gravier St STE 1300 New Orleans LA 70112 (504) 208-3900

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