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Local & Social: How to Maximize Visibility - SIM Partners


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Two of the hottest categories in online marketing are local search and social. Find out which data feed services work best for mass local listings online and on the mobile web, plus which social networking features have the most effect on local marketing. From geo-location social media with Foursquare to local search marketing with Google+ Local, this webinar offers tried and true strategies for maximizing visibility on the local search and social web.

Key Take-aways for Attendees:

• Apple iOS6 vs Google Maps - who wins the map battle?
• Tactics to optimize for local search
• How to merge Google+ Business Pages with Local Listings
• Gartner predicts CMOs will control more of the IT budget than CIOs within the next five years
• Social Marketing & Marketing Automation to Join Forces?

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Local & Social: How to Maximize Visibility - SIM Partners

  1. 1. Local & Social: How to Maximize VisibilitySeptember 28, 2012
  2. 2. House Keeping• A copy of the webinar will be emailed to all participants• Phones will be on mute• Asking questions: • Type questions into the Questions / Chat input box on the right hand side of your screen & they will be answered at the end of the webinar
  3. 3. Presenter Bios Jay Hawkinson Partner & Local, Social Media Expert SIM Partners simpartners jayhawkinson Deanna Sandmann Social Media Analyst SIM Partners deannasandmann deannasandmann Tammy Rechtin Director of Business Development SIM Partners trechtin tammyrechtin 3
  4. 4. Agenda• Local & Social: The Landscape, The Convergence and SoLoMo + Search• Social ROI• Google+ Local: Search and Social Signals• Apple’s Plan: Siri Search & Maps Roll Out• What’s Ahead: Social Marketing and Marketing Automation 4
  5. 5. SoLoMo Landscape 5
  6. 6. Facebook AdvertisingSponsored Stories @simpartners
  7. 7. Facebook Sponsored Stories• Sponsored Stories are about your Friends’ and Pages’ activities on Facebook• An organization has paid to show the activity as a Sponsored Story so there’s a better chance someone engages with the content• A Sponsored Story can be created when someone: – Likes a Page – Likes or comments on a Page’s post – RSVPs to a Page’s event – Votes on a Page’s question – Checks in to a place – Uses an app or plays a game – Likes or shares a website Handwrite for web search on mobile phones and tablets. 7
  8. 8. Sponsored Stories – Facebook Dashboard
  9. 9. Sponsored Posts Campaign• 3 Week Campaign • Significant increase in – 3.65% Social CTR people talking about – 4,619 Clicks the SIM Partners page – 9,752 Actions & viral activity – Small investment
  10. 10. Promoted Posts• Created directly from the post• Pay a set amount• Allows you to reach a larger audience• Facebook is also testing this for personal accounts According to Facebook, roughly 16% of a company’s fan base will see every post the page generates. 10
  11. 11. Facebook AdvertisingLarge Brand – More Traditional @simpartners
  12. 12. Give with Target 12
  13. 13. Facebook App – Doing Everything Right!!! 13
  14. 14. Make it simple 14
  15. 15. Give with Target 15
  16. 16. Facebook Key Takeaways• Focus on engagement and amplification rather than just likes• Social media drives discovery of content that can influence transactions and sharing• Social media and content are influences that drive search queries• KPI’s – hybrid between CPC (Search / “Direct Response”) & CPM (Display / “Branding”)• Implement tools & technologies that allow you to track “cross channel attribution”, so social gets credit 16
  17. 17. Google+ Business & LocalSocial Signals and Search @simpartners
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  20. 20. 75% of theTop 100 brands The top 10 big are now on brands on Google+ Google+ Of those with have a total of 9.2 Google+ pages, 30 % million fans combined have these pages display in searchThe Top 10 results for their are heavy brand name total unique visitors to auto - Google+ in the U.S. went Toyota, from 15.2 million in BMW, etc. November 2011 to 27.7 Internationally, million in June of this Google+ visits year, marking an increase rose 66 percent, of 82% from 66.7 million to 110.7 million 20 BrightEdge Social Share study for July 2012 and comScore
  21. 21. Personalized Search Results 1. Search results that are geared toward the searcher based on past searches or web history (you do not have to be signed in to Google to receive these results) 2. Search results that are tailored to the searcher based on Google+ pages you or your friends have circled/+1’d, pages shared with you by your friends, Google+ posts from people you know, and content that’s only visible to you such as private photos (you do have to be logged in to Google in order to view these results) 21
  22. 22. Google+ & Rankings!!! • Increasing the number of Google+ Business Page followers yielded the biggest change in ranking position according to the “Testing Social Signals” study • Increasing Google +1 votes observed the 2nd largest ranking position change 22
  23. 23. Google+ in Search
  24. 24. Goodbye Google Places Hello Google+ Local 24
  25. 25. The Upcoming Merge Google+ Google+ Business Local 25
  26. 26. Google+ Local pages will have the same social capabilities as a Google+ business page such as hangouts, sharing to circles, photos, videos, wall posts, and more.Fully Integrated Page 26
  27. 27. Once Merged Your Google+ Local Page will no longer operate like a static listing… Actively managing and updating your Google+ Local page willbecome increasingly important foryour Google+ Local page to rank high in organic search results 27
  28. 28. Verification: To Merge or Not to Merge • Yes – Brick and mortar businesses with both a Google+ Local (previously Google Places) account and a Google+ Business Page in the local category – Businesses that do not find re-verification a burden • Maybe Not – Businesses with multiple locations that find it difficult to post card verify – Service area at home businesses (currently not available for merge) – Businesses that have no need for social or want to avoid the hassle of re-verification
  29. 29. The “Google+ Box” Only verified Google+ Pages are considered for the Google+ box Displays latest posts, +1’s and activity from those within your circles that recentlyPages must have posted within the the last 24 interacted with the pagehours to get a spot in the Google+ Box Lurie, Ian “Google Plus Box Ranking Factors Report.” Portent. ranking-factors-report.htm 29
  30. 30. Google+ Direct ConnectType “+” before yoursearch term to betaken directly to theassociated Google+pageSearchers areautomatically promptedto add the brand totheir circles 30
  31. 31. Advantages of Verifying/Merging • Only One Page to Manage • Updates are Pushed Through More Quickly • Social Capabilities • Direct Connect • Google+ Box 31
  32. 32. To Verify Your Business As Part Of The Merge:Check out our blog post:
  33. 33. Google+ Key Takeaways• Larger Google+ circles = greater visibility through personalized search results• When activity from social circles or +1’s are displayed next to an organic listing, click through rates (CTR) have been shown to improve by 10%-20%• When +1 activity is displayed next to paid search ads CTR have improved by 5%-10% according to Google• Verified Google+ Pages get extra benefits. 33
  34. 34. Siri and Apple’s Plan With SearchBringing together search and social and launching maps @simpartners
  35. 35. Apple vs. Google Apple recently pulled Googles YouTube app from iOS 6 Google will go it alone with one from the App Store 35
  36. 36. Apple’s Plan• Apple dropped Google Maps with iOS 6• 3D mapping functionality• Apple is not only disconnecting its native iOS 6 Maps app from Googles servers, but will also redirect all third party app requests to its own mapping servers, immediately taking the majority of mobile maps traffic away from Google as it forges new strategic partnerships for mapping• Apples iOS doesnt support Googles Maps Navigation features, nor does it incorporate support for Googles Loopt-like Latitude or its Yelp-like Places features that are all integrated into Androids version of Google Maps• The introduction of Apples own new Maps app in iOS 6 instantly replaced Google maps on every new mobile device running iOS and for every user who upgrades 36
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  39. 39. Apple’s Plan• Apple partners more closely with Yelp At the same time, Apples new iOS 6 Maps is partnering with some of Googles maps-related competitors, including Yelp, the review service that todays Siri already relies upon for local information and user reviews• In iOS 6 Maps, users will be able to access Yelp for reviews, user submitted photos (or submit their own pictures), write "tips" and check in at local businesses.• Siri will also expand its feature set to provide more extensive support for looking up locations and providing directions to them. 39
  40. 40. Apple’s Search Engine: Siri 40
  41. 41. Tactics For Siri Search DATA INTEGRITY Include Every detail about KEYWORDS Be SPECIFIC about your your business must About Your be consistent across Business products and services directories This is SEO 101, if you sell (this means shirts, do you sell t-shirts, accurate) blouses and what designers?OPTIMIZE Your BusinessThe higher your ranking on Siri’s Reviews System: the search engines, the REVIEWS COUNT better chances of Siri Create a Siri uses a ranking system locating your business during search MOBILE OPTIMIZED based on business reviews SITE when deciding what to give Siri likes mobile sites! the consumer 41
  42. 42. What’s Ahead?Social Marketing + Marketing Automation @simpartners
  43. 43. Social Gartner predicts Marketing & CMOs will control Marketing more of the IT Automation To budget than CIOs Join Forces? within the next five years• “Social marketing is another digital marketing tool that will soon become commonplace with more popular marketing automation systems, channels and methods such as digital lead tracking, website landing pages, email marketing and search engine optimization (SEO)• “But more interestingly, this may be the marketing technique that bridges and then converges marketing automation software and social marketing solutions into a single solution set that drives even more growth together than they garner apart” A Marketing Software Convergence on the Horizon Chuck Schaeffer CRM Search Aug 2012
  44. 44. Feel free to download our Google+Local eBook at: @simpartners
  45. 45. Thank You!SIM PartnersJay @simpartnersTammy @trechtin @simpartners
  46. 46. APPENDIX @simpartners
  47. 47. Velocity Social – What It Does• Build Audience• Engage• Generate Leads• Report 47
  48. 48. The B2B Player-A Social Site To Start Tactics Now "Brands come to us to engage in conversations with the valuable audience of professionals in our network” LinkedIns global marketing director Alison Engel 48
  49. 49. LinkedIn Case Study: Prudential 49
  50. 50. Here are the different tools advertisers can use to augment their paid display ads • LinkedIn Company Page Status Updates: Companies can share anything from company news to product releases to promotions to relevant industry articles with their followers. • LinkedIn Custom Groups: Marketers establish their own community where they can deliver relevant messages and interact with their targeted audience of potential customers. • LinkedIn Display Ads: Marketers can target specific groups of professionals through display ads on the LinkedIn platform. • LinkedIn Partner Messages: Marketers utilize LinkedIn’s InMail messaging platform to deliver highly relevant messages to specific audience segments. • LinkedIn Polls: Brands can easily find answers to their business and market research questions. • LinkedIn Recommendation Ads: These ads display the number of recommendations that a marketer’s product or service has generated on their LinkedIn Company Page. • LinkedIn Targeted Status Updates: Marketers tailor the content in their status updates to specific types of company followers. • LinkedIn Today: The company’s social news platform for professionals, which delivers the top stories members need to know from their networks and industries. Read more: linkedin-2012-8?op=1#ixzz23Ag5bp98 50