How to Harness the Powers of Social Media Marketing  www.seoapril.com Presented by April Weitzel  Michelle Rupert
A Little Bit About April <ul><li>BFA in Film/Video Production </li></ul><ul><li>4+ years in feature film industry  </li></...
A Little Bit About Michelle <ul><li>Director of Development, Arsenal Family & Children’s Center </li></ul><ul><li>Over 15 ...
What You’ll Learn Today <ul><li>Impact of 1st page search engine rankings </li></ul><ul><li>OLD ways to obtain 1st page ra...
1st Page Search Engine Rankings <ul><li>Page one generates the most traffic </li></ul><ul><li>62%  of search engine users ...
1st page rankings: OLD way <ul><li>Create content rich website </li></ul><ul><li>Use search engine optimization tactics </...
Case Study <ul><li>Arsenal Family and Children’s Center </li></ul><ul><li>Pittsburgh area private, non-profit preschool an...
1st page rankings: OLD ways <ul><li>Arsenal Optimization sample Google ranking image </li></ul><ul><li>Note: These are sti...
1st page rankings: OLD ways www.seoapril.com
Results of Page 1 Search Rankings <ul><li>Before:  </li></ul><ul><li>Arsenal relied on visitors coming from links on other...
1st page rankings: OLD ways <ul><li>How to TIPS: </li></ul><ul><li>Find your Keywords </li></ul><ul><li>Put Keywords in Ti...
1st page rankings: NEW ways <ul><li>Google’s Universal Search </li></ul><ul><li>Social Media Marketing  </li></ul>www.seoa...
www.seoapril.com OLD Way NEW Way
Google Universal Search <ul><li>Launched May 16, 2007  </li></ul><ul><li>Blends listings from its news, video, images, loc...
www.seoapril.com
Social Media Marketing <ul><li>A form of Internet marketing which seeks to achieve branding and marketing communication go...
Social Media Marketing Pieces  www.seoapril.com Technologies – Networks – Video – Pictures – Audio – Blogs – Wikis – Colla...
Universal Search Example www.seoapril.com Images Wikipedia Youtube Twitter Elements of Social Media
Social Media Marketing Spotlight www.seoapril.com
Social Media Marketing Spotlight www.seoapril.com <ul><li>Top 10 Websites in the U.S </li></ul><ul><li>Google </li></ul><u...
Stats on Facebook <ul><li>Launched February 2004 at Harvard  </li></ul><ul><li>by Mark Zuckerberg  </li></ul><ul><li>More ...
Facebook Users by Gender www.seoapril.com FACTS: Over 23 million new users in 60 days Growing faster with women than men i...
Facebook Users by Age & Gender www.seoapril.com FACTS: Over half of users are 26 and older 30% are 35 and older
Facebook Users Growth <ul><li>FACTS: </li></ul><ul><li>In last 60 days, users age 35 nearly doubled </li></ul>www.seoapril...
Facebook Users Growth www.seoapril.com As of 3/25/09
www.seoapril.com Flickr Blogs Facebook Elements of Social Media  Facebook & Universal Search Example: Pittsburgh Glass Cen...
<ul><li>Combines web </li></ul><ul><li>analytics and </li></ul><ul><li>demographic  </li></ul><ul><li>data for  </li></ul>...
Profile Benefits <ul><li>Reach a diverse new, global audience </li></ul><ul><li>Drive traffic to your website </li></ul><u...
Stats on Youtube <ul><li>Launched in Dec. 2005 by three former PayPal  </li></ul><ul><li>employees </li></ul><ul><ul><ul><...
Why is Youtube so Popular? <ul><li>Easy to View  –  </li></ul><ul><li>Easy to Embed  –  </li></ul><ul><li>Easy to Find  - ...
Users by Age www.seoapril.com Source: Hitwise
Users by Gender <ul><li>Almost Evenly Split </li></ul><ul><li>Gender gap narrowing </li></ul><ul><li>Source: Nielsen Media...
Users by Education <ul><li>Educated </li></ul><ul><li>Only 8.9% of US population holds post graduate degrees </li></ul><ul...
Users by Income <ul><li>Wealthy </li></ul><ul><li>Only 30% of the US population earns $75K+  </li></ul><ul><li>46% of YouT...
Find Out Who’s Watching www.seoapril.com Insight
www.seoapril.com OLD Way NEW Way Youtube & Universal Search Example: SEO Consultant Pittsburgh
www.seoapril.com
Insight - Views www.seoapril.com
Insight - Discovery www.seoapril.com
Insight - Discovery www.seoapril.com
Insight - Demographics www.seoapril.com
<ul><li>Can embed the video on your website </li></ul><ul><li>Can obtain first page search results in Google, Yahoo! and M...
What Does This Mean for You? <ul><li>Potential for several first page search engine rankings </li></ul><ul><li>New audienc...
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Pittsburgh SEO Consultant Illustrates How to Harness the Powers of Social Media Marketing

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Pittsburgh SEO consultant, April Weitzel, illustrates how to harness the powers of social media marketing for first page rankings in Google. Originally presented at the e-Merging Philanthropy Conference on April 22, 2009.

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  • www.seoapril.com
  • Pittsburgh SEO Consultant Illustrates How to Harness the Powers of Social Media Marketing

    1. 1. How to Harness the Powers of Social Media Marketing www.seoapril.com Presented by April Weitzel Michelle Rupert
    2. 2. A Little Bit About April <ul><li>BFA in Film/Video Production </li></ul><ul><li>4+ years in feature film industry </li></ul><ul><li>MBA in Marketing </li></ul><ul><li>Began SEO work in 2000 </li></ul><ul><li>1st page rankings for clients in: real estate, non profit, healthcare, education and more. </li></ul>www.seoapril.com
    3. 3. A Little Bit About Michelle <ul><li>Director of Development, Arsenal Family & Children’s Center </li></ul><ul><li>Over 15 years of non-profit development, management and marketing experience </li></ul><ul><li>Development experience has been within the fields of health care, at-risk youth, child development and parenting </li></ul>www.seoapril.com
    4. 4. What You’ll Learn Today <ul><li>Impact of 1st page search engine rankings </li></ul><ul><li>OLD ways to obtain 1st page rankings </li></ul><ul><ul><li>Case Study: Arsenal Family & Children’s Center </li></ul></ul><ul><li>NEW ways to obtain 1st page rankings </li></ul><ul><li>Google’s Universal Search and non-profits </li></ul><ul><li>Social Media Marketing </li></ul><ul><ul><li>Facebook and Youtube </li></ul></ul>www.seoapril.com
    5. 5. 1st Page Search Engine Rankings <ul><li>Page one generates the most traffic </li></ul><ul><li>62% of search engine users don’t look past the first page of results </li></ul>www.seoapril.com
    6. 6. 1st page rankings: OLD way <ul><li>Create content rich website </li></ul><ul><li>Use search engine optimization tactics </li></ul><ul><li>Engage in Pay Per Click Advertising </li></ul><ul><li>Note: These are still effective  </li></ul>www.seoapril.com
    7. 7. Case Study <ul><li>Arsenal Family and Children’s Center </li></ul><ul><li>Pittsburgh area private, non-profit preschool and parenting skills center since 1953. </li></ul>www.seoapril.com
    8. 8. 1st page rankings: OLD ways <ul><li>Arsenal Optimization sample Google ranking image </li></ul><ul><li>Note: These are still effective  </li></ul>www.seoapril.com
    9. 9. 1st page rankings: OLD ways www.seoapril.com
    10. 10. Results of Page 1 Search Rankings <ul><li>Before: </li></ul><ul><li>Arsenal relied on visitors coming from links on other sites such as www.carnegielibrary.org </li></ul><ul><li>After: </li></ul><ul><li>Arsenal now gets direct visitors from search engines when people search “Pittsburgh Parenting Skills” and “Preschool Pittsburgh” </li></ul><ul><li>Visitors to Website increased, calls increased </li></ul>www.seoapril.com
    11. 11. 1st page rankings: OLD ways <ul><li>How to TIPS: </li></ul><ul><li>Find your Keywords </li></ul><ul><li>Put Keywords in Title Tag </li></ul><ul><li>Put Keywords in Meta Description Tag </li></ul>www.seoapril.com Note: These are still effective 
    12. 12. 1st page rankings: NEW ways <ul><li>Google’s Universal Search </li></ul><ul><li>Social Media Marketing </li></ul>www.seoapril.com
    13. 13. www.seoapril.com OLD Way NEW Way
    14. 14. Google Universal Search <ul><li>Launched May 16, 2007 </li></ul><ul><li>Blends listings from its news, video, images, local and book search engines with those it gathers from crawling web pages. </li></ul><ul><li>Levels the playing field for non-profits who don’t have large, optimized websites and big online marketing budgets. </li></ul>www.seoapril.com
    15. 15. www.seoapril.com
    16. 16. Social Media Marketing <ul><li>A form of Internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks and applications. </li></ul>www.seoapril.com Source: Wikipedia
    17. 17. Social Media Marketing Pieces www.seoapril.com Technologies – Networks – Video – Pictures – Audio – Blogs – Wikis – Collaboration
    18. 18. Universal Search Example www.seoapril.com Images Wikipedia Youtube Twitter Elements of Social Media
    19. 19. Social Media Marketing Spotlight www.seoapril.com
    20. 20. Social Media Marketing Spotlight www.seoapril.com <ul><li>Top 10 Websites in the U.S </li></ul><ul><li>Google </li></ul><ul><li>Yahoo! </li></ul><ul><li>Facebook </li></ul><ul><li>YouTube </li></ul><ul><li>MySpace </li></ul><ul><li>Windows Live </li></ul><ul><li>MSN </li></ul><ul><li>Wikipedia </li></ul><ul><li>eBay </li></ul><ul><li>Craigslist.org </li></ul><ul><li>Top 10 Websites in the World </li></ul><ul><li>Google </li></ul><ul><li>Yahoo! </li></ul><ul><li>YouTube </li></ul><ul><li>Windows Live </li></ul><ul><li>Facebook </li></ul><ul><li>MSN </li></ul><ul><li>Wikipedia </li></ul><ul><li>Blogger </li></ul><ul><li>MySpace </li></ul><ul><li>Baidu.com </li></ul>Source: Alexa.com
    21. 21. Stats on Facebook <ul><li>Launched February 2004 at Harvard </li></ul><ul><li>by Mark Zuckerberg </li></ul><ul><li>More than 175 million active users </li></ul><ul><li>Average user has 120 friends </li></ul><ul><li>Doubled users in past 8 months </li></ul><ul><li>Currently, 5 th most popular site on Internet </li></ul>www.seoapril.com
    22. 22. Facebook Users by Gender www.seoapril.com FACTS: Over 23 million new users in 60 days Growing faster with women than men in nearly all age groups (Aug 2008 to Mar 2009) Source: www.nytimes.com
    23. 23. Facebook Users by Age & Gender www.seoapril.com FACTS: Over half of users are 26 and older 30% are 35 and older
    24. 24. Facebook Users Growth <ul><li>FACTS: </li></ul><ul><li>In last 60 days, users age 35 nearly doubled </li></ul>www.seoapril.com As of 3/25/09
    25. 25. Facebook Users Growth www.seoapril.com As of 3/25/09
    26. 26. www.seoapril.com Flickr Blogs Facebook Elements of Social Media Facebook & Universal Search Example: Pittsburgh Glass Center Local
    27. 27. <ul><li>Combines web </li></ul><ul><li>analytics and </li></ul><ul><li>demographic </li></ul><ul><li>data for </li></ul><ul><li>company or </li></ul><ul><li>non profit pages </li></ul>Insights www.seoapril.com
    28. 28. Profile Benefits <ul><li>Reach a diverse new, global audience </li></ul><ul><li>Drive traffic to your website </li></ul><ul><li>Build your e-newsletter lists </li></ul><ul><li>Fundraise </li></ul><ul><li>Platform for your supporters to interact with and promote your non-profit cause on Facebook </li></ul>www.seoapril.com
    29. 29. Stats on Youtube <ul><li>Launched in Dec. 2005 by three former PayPal </li></ul><ul><li>employees </li></ul><ul><ul><ul><li>Chad Hurley, IUP Alumni recently donated $1 million </li></ul></ul></ul><ul><li>Went from 0 to 4 million monthly visitors in 3 months </li></ul><ul><li>2006 Time magazine’s “Invention of the Year” award </li></ul><ul><li>Acquired by Google on Oct. 2006 for $1.65 billion </li></ul><ul><li>Currently, 3 rd most popular site on Internet </li></ul>www.seoapril.com
    30. 30. Why is Youtube so Popular? <ul><li>Easy to View – </li></ul><ul><li>Easy to Embed – </li></ul><ul><li>Easy to Find - </li></ul>www.seoapril.com
    31. 31. Users by Age www.seoapril.com Source: Hitwise
    32. 32. Users by Gender <ul><li>Almost Evenly Split </li></ul><ul><li>Gender gap narrowing </li></ul><ul><li>Source: Nielsen Media </li></ul>www.seoapril.com
    33. 33. Users by Education <ul><li>Educated </li></ul><ul><li>Only 8.9% of US population holds post graduate degrees </li></ul><ul><li>Source: Nielsen Media </li></ul>www.seoapril.com
    34. 34. Users by Income <ul><li>Wealthy </li></ul><ul><li>Only 30% of the US population earns $75K+ </li></ul><ul><li>46% of YouTube users earn $75+ </li></ul><ul><li>Source: Nielsen Media </li></ul>www.seoapril.com
    35. 35. Find Out Who’s Watching www.seoapril.com Insight
    36. 36. www.seoapril.com OLD Way NEW Way Youtube & Universal Search Example: SEO Consultant Pittsburgh
    37. 37. www.seoapril.com
    38. 38. Insight - Views www.seoapril.com
    39. 39. Insight - Discovery www.seoapril.com
    40. 40. Insight - Discovery www.seoapril.com
    41. 41. Insight - Demographics www.seoapril.com
    42. 42. <ul><li>Can embed the video on your website </li></ul><ul><li>Can obtain first page search results in Google, Yahoo! and MSN </li></ul><ul><li>Exposes your organization to a new audience </li></ul><ul><li>Time and money spent can be minimal </li></ul><ul><li>http://www.youtube.com/nonprofits </li></ul>Key Benefits of Youtube www.seoapril.com
    43. 43. What Does This Mean for You? <ul><li>Potential for several first page search engine rankings </li></ul><ul><li>New audience exposure </li></ul><ul><li>Engaging, interactive vehicles for non-profit messages </li></ul><ul><li>More visitors to your website </li></ul><ul><li>Insights into your target audience </li></ul>www.seoapril.com

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