Balancing the Speed of Business v. the Return on Your Investment


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Technology Trends: Balancing the Speed of Business v. the Return on Your Investment

Business is about ROI – period. In today's social media driven marketing arena the “I” is less about money and more about time. How does a business best assess if the time they’re investing in their online presence is getting them the “R” they’re looking for?

The trick to success is choosing the technological mediums that work for you – your business, your audience.

This presentation covers strategies for maximizing your efforts and measuring your return on the following platforms:
• Twitter
• Facebook
• YouTube
• LinkedIn

Visit and be sure to sign up for our 15 minute search and social webinar series that broadcasts every Thursday at 10am EST. Go to to reserve your spot today!

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  • Times definitely changingWonder Years story: ….that was our social network …..our first experience with word of mouth marketing…..our starring role in the water cooler experienceBack then: ….Three networks…..News, Messaging, Everything came regimented and controlled…TV Tray Table
  • Number 5: BannersMost everyone know how to set their profile picture in Facebook. There is a huge opportunity here for business to leverage the entire 180 x 540 pixel space. Here we have 3 examples:CheetahDeals is using it as a billboard advertising their core offerings,Zappos is using it as an engagement tool – encouraging fans to post pics of themselves enjoying the products and then rewarding the community with a “fan of the week” shout out.Social Media Examiner uses their space to promote events and available white papers to bring value as a resource to their community.One thing to note when creating these images (click) is you’ll want to be sure and design them in such a way that a segment can be cropped into the desired avatar that will appear when you post. As seen here in the Social Media Examiner example.
  • Number 2: The Shortened urlOnce you have at least 25 fans or “likes” you can claim a shortened url.A great way to consistently brand all of you media - a shortened url allow you to promote and socialize your Facebook page easier… instead of saying “like us at you can say like us at of caution: you can never go back so choose your name wisely!
  • Yippee, W00T, it’s finally here. Google+ Business pages . . . Okay yay I am thrilled. But there is still a long way to go . . .
  • First issue is you have to build it out from a personal page. Many blogs suggest you utilize a company wide email like marketing@ etc so multimple have access. So basically suggesting you create a dummy account. Which flies in the face of what Google wants, yet they are forcing you into the decision.So anyway from the right hand column of your Google+ personal page you will find the button to create a Google+ Business Pages
  • To access your Google+ Business page, login to the “personal” account and click the business page from the drop down under your G+ handle.
  • First step is to determine what you are . . . Which category best describes you . . I like what Google did with this, it worksLocal Business or Place . . . . Hotels Restaurants, places, stores, servicesProduct or Brand . . . You are an OEM selling your product brandCompany, Institution or OrganizationArts & EntertainmentOtherGILLIAN- I WOULD LIKE THE DEFINITIONS TO TRANSITION IN ON A CLICK
  • The advantage of building the business page off of your personal page is you can more quickly build community. As a business page you can only follow or circle other business pages or people who have followed you first.
  • As you start to build your community give consideration to your circles. How do you want to group and organize our clients, prospects, peers and competitors. This tool is a very powerful tool that you can utilize to test marketing messages, share content, monitor competitors and keep a pulse on the market place
  • THIS IS HUGE, GIGANTIC and gives Google+ Business pages a huge advantage over facebook fan pages
  • Jolt & Bolt is about brining you what is hot and new in search and social. And if it is relevant to you. I realize YouTube is not new, but it is hot and getting hotter. I see a lot of people trying to jump on the video band wagon but not doing it very well. So I wanted to share with you some tips on how to do it well.First let’s talk about the basics. Why is video important to building your online presence? Will it help you drive business? Why is video even relevant to this conversation?It’s all in the numbers. I will tell you personally, I will watch a video how-to or vlog before I will READ a blog or article. Yes I know, I just announced to the world that I am lazy, but it’s true. But it really isn’t all about being lazy. The truth is watching and hearing someone tell you something usually gives you the full story better than reading the a transcript of exactly what they said. The intonations, hand gestures, where they emphasize things help to tell the complete story in a much better way.I must not be the only one who feels that way, here are some numbers for you::(CLICK)In 2007 we were uploading 8 hours of video every minute, (CLICK) today we are uploading 48 hours of video every minute.
  • It isn’t enough just to create a great video. (CLICK) You need to tell the world about that video and more importantly you need to tell Google what that video is about. Don’t get clever with your titles. Tell the world what the video is about. (CLICK) then make sure you repeat that in the tags and add solid detailed description, tags and category.(CLICK) This information displays below the video on the player page. -------deleted slide Playlists help to organize your content so your users can find similar content in one area. (CLICK) You can embed playlists and you can also create playlist of from other YouTube users videos. Which is a great way to build engagement and drive traffic to your channel.
  • (CLICK TO START THE VIDEO)Annotations can be done right in YouTube. They are simple and easy to do and can add a lot of engagement to your videos. Under your video click on edit infoAt the top of the video click AnnotationsChoose the type of annotation you wish to do: Speech bubble, note, title, spotlight or pauseBE SURE TO MENTION THIS VID IS AVAILABLE ON OUR YOUTUBE CHANNEL FOR REFERENCE.(CLICK) You can see in the video we utilized a Title Annotation at the top which appears for 10 seconds. We utilized a note annotation on the left to identify our guest, this also appears for approximately 10 seconds. Then we added note annotations with links in the lower right hand corner to link to part one and part 3 of this video series on international SEO. Linked annotations can only link to videos within YouTube but it is a great way to drive traffic to your other videos.
  • One thing I think a lot of people forget in the YouTube world is the social engagement part I know I did. You have to build community. The stronger the community the more engagement you will get for videos. Subscribers and friends are really important. REALLY important. Make sure you subscribe to all of your clients channels, and other relevant channels. Also, if you don’t want to subscribe then friend them. But start to build community.
  • Now that you are building your community, keep them engaged and coming to your channel. (CLICK ON VID TO PLAY) Post bulletins and events. Bulletins can be new videos that you upload, other videos that you think add value to your community or just something funny to keep them checking back in. Just like your other social platforms, engage and keep them interested.(CLICK) A bulletin can also be posted below your player view under “Recent Activity”.
  • Social capitalFruitRise/FallRaise – SquanderSo don’t sell in social media --- grow reach – subscribe EM, Webinars, YT ChSM – Blog – Website – sellID Conversion paths – test and adjust landing pages to increase conv.
  • First let’s do a quick review of what the company pages are. It offers 4 basic tabs, overview, careers, services, analytics. Overview being the key page of content and where we will focus today.
  • Linkedin Ads are a powerful way to build brand and drive traffic to your events, blog or website. (click)They have better targeting than Google adwords, lower cost and very VERY easy to manage.
  • The key to any successful twitter strategy is building it around a quality community. It doesn’t matter what you say if you are not talking with the right people. Follow your industry peers and leaders, prospects, clients, news reporters(click) Here are a few tools you can use to help build out that community.
  • What are they?Do you have to “register” your hashtag?Can you just make them up?Tools for monitoring:Hashtag.orgTwitterfall.comMonitter.comGreat how-to hashtag article at use them? (CLICK)Hashtags are a great way to aggregate conversations.Using hashtags helps to track and monitor who’s sharing your info and who’s jumping in to the conversation.Helps to build community; people may follow others based on their hashtag interests.When to use them? (CLICK)Be creative:EventsContestsNews
  • #6 Push Messages (click) A push message is… (quick examples)(click) #7 Pull Messages are … (quick example)Establish relationships and conversationsQuality of content should engage RT’s – give a little love get a little love(Click) A good ratio would be…PUSH 10% Engage 90%
  • #6 Push Messages (click) A push message is… (quick examples)(click) #7 Pull Messages are … (quick example)Establish relationships and conversationsQuality of content should engage RT’s – give a little love get a little love(Click) A good ratio would be…PUSH 10% Engage 90%
  • Sign up for Klout and monitor your engagement and effectiveness. As my schedule gets busy and my twitter activity drops off I watch my score drop. It seems to effectively measure engagement. It is just one tool to understand how you are doing with engagement. (click) A review of other tools for measuring social media ROI can be found at
  • Social Media not replacing searchInfluencing search results#’s too big to ignore: 800 million FB More Video 60 days vs 60 years Women’s world cup record, 7,196 tweets----------ConvergedDecember --- Now tweets - Google +1, Bing Likes – rank trafficSocial –-- Searchable --- FB will go after GoogleIf SM expert --- LikewiseTraffic --- Since
  • Social capitalFruitRise/FallRaise – SquanderSo don’t sell in social media --- grow reach – subscribe EM, Webinars, YT ChSM – Blog – Website – sellID Conversion paths – test and adjust landing pages to increase conv.
  • In order to better understand the impact of your social media strategy, the new Google Social Plugins can help you measure the impact of each plugin. Special coding is required. With the social plugins you can measure the following.
  • What is it?Monitors social engagement.Where Do you get?Google+ included, modification of code required for Twitter, facebook . . .etc.Why do you need it?To better manage and modify social media strategies.---------If you are using the new version you will see the Social Engagement on the left nav. However it won’t report actual engagement unless you install the social plug in code.The advantage of the new code is that it will tell you!)Social Engagement: how website behavior changes for visits that include clicks on the +1 button or other social actions. So the quality and value of the traffic you are generating from social engagement. Does it behave differently?2) Social Actions, lets you analyse the number +1’s, tweets, facebook likes, shares etc.3) Social Pages report allows you to compare the pages on your site to see which are driving the highest number of social actions. WOW so cool to help drive strategy moving forward.
  • What is it?Measures immediate impact of campaigns and social engagement.Where Do you get?Upgrade your Google Analytics to the new version and you must be and admin.Why do you need it?A better way to understand immediate impact of strategies and campaigns.
  • Here are the new data points: (click to reveal each)People Talking About This. Friends of FansReachViralityPeople Talking About This- The number of people who have engaged with your page over the past 7 days. It includes liking your page, liked, commenting on or sharing a post from your page, answered a Question on your page, tagging for posts and photos and eveThe power of this is in really digging into what HOW they are talking about it. And understanding WHO is talking about you.With utilizing this data you can determine if your posts are generating interest from your target demographic. Looking at a history of posts you can then determine what type of content best engages the RIGHT demographic. Helping you to plan for future posts moving forward.According to a new white paper from Comscore and a write up by AdAgeDigital the impact of Friends and Fans is significant.According to ComScoreFriends of fans typically represent a much larger set of consumers than a brands fans. 34X larger for the top 100 fan pages and 81x larger for the top 1000 pagesFriends of fans are more likely than the average consumer to visit the store, visit a website and even purchase a product or servicesStarbucks fans and the friends of fans spend 8% more in stores and engage in 11% more transactions than the average consumerThe following graphic from the White paper on the impact of Friends of Fans is illustrated here. Its power is significant.Based on the data from comscore if your posts are hitting the right demographic then the value of the true reach is significant…The stronger the demographic the more value of each of the subsequent metrics. Not only the unique users who see your content but how they find it is great data on how to better create content moving forward. Also more fully understanding and paid advertising you may do.
  • For Cheetah deals we wanted to grow the Facebook fan base so we created a Themed targeted CONTENT campaign. NOT PRODUCT OR SALES strictly contentWe created a posting schedule to support the theme and the target markets, posting 1x a dayDesigned 3 ads:BrandingBlog ContentDownloadsAll to support the themed targeted content posts.9/17 there were 421 fans, in the first week we gained 130 fans, today there are 1183 fans
  • Here you can see how deep the information digs in. You can actually see dips in engagement where we delivered inconsistent content or started “selling” Re – engage the themed targeted plan and people started re-engaging.
  • Social capitalFruitRise/FallRaise – SquanderSo don’t sell in social media --- grow reach – subscribe EM, Webinars, YT ChSM – Blog – Website – sellID Conversion paths – test and adjust landing pages to increase conv.
  • Balancing the Speed of Business v. the Return on Your Investment

    1. 1. presents Balancing the Speed of Business v. the Return on Your Investment presented by Vince Bryant and Kevin Schaffner
    2. 2. What We Will Cover• Who has the Time?• Goals of Social Media – The Power of Word of Mouth – Building Trust and Creating Advocates• Techniques and tips for the platforms: – Facebook – Google+ – YouTube – LinkedIn – Twitter• The Convergence of Search and Social – Tying it all together…• Tools for Measuring ROI Site-Seeker, Inc. 2012
    3. 3. Time to do it well… Site-Seeker, Inc. 2012
    4. 4. “Word of Mouth is the best medium of all.” Bill Bernbach, CFO and Founder, DDB World Wide Communications Group Site-Seeker, Inc. 2012
    5. 5. Where we are now… Site-Seeker, Inc. 2012
    6. 6. Building Trust… Site-Seeker, Inc. 2012
    7. 7. Building Trust…. Site-Seeker, Inc. 2012
    8. 8. Social Media Platforms Site-Seeker, Inc. 2012
    9. 9. Facebook Site-Seeker, Inc. 2012
    10. 10. Facebook Branding Site-Seeker, Inc. 2012
    11. 11. Shortened Facebook url Site-Seeker, Inc. 2012
    12. 12. Site-Seeker, Inc. 2012
    13. 13. Google+ Business Page – getting started Site-Seeker, Inc. 2012
    14. 14. From your Google+ Personal Account Site-Seeker, Inc. 2012
    15. 15. From your Google+ Personal Account Site-Seeker, Inc. 2012
    16. 16. Build your profile: Site-Seeker, Inc. 2012
    17. 17. Add your info: Site-Seeker, Inc. 2012
    18. 18. Brand your page: Site-Seeker, Inc. 2012
    19. 19. Start to build your community: Site-Seeker, Inc. 2012
    20. 20. Manage your circles: Site-Seeker, Inc. 2012
    21. 21. Search Google+ Business Pages will be indexed for search! Site-Seeker, Inc. 2012
    22. 22. Create a custom Google+ URL Site-Seeker, Inc. 2012
    23. 23. Site-Seeker, Inc. 2012
    24. 24. YouTube –Why? Site-Seeker, Inc. 2012
    25. 25. Uploading Video Site-Seeker, Inc. 2012
    26. 26. Annotations Site-Seeker, Inc. 2012
    27. 27. Friends & Subscribers Site-Seeker, Inc. 2012
    28. 28. Engagement Site-Seeker, Inc. 2012
    29. 29. Playlists Site-Seeker, Inc. 2012
    30. 30. Site-Seeker, Inc. 2012
    31. 31. LinkedInTwo key points:1) Seekrecommendations2) Grow yourconnections, withthe right people Site-Seeker, Inc. 2012
    32. 32. Optimize Your ProfileLike websitesearchoptimization(SEO)Keyword-richsentencesGoogle cansee it andLinkedIn’s ownsearch cansee it Site-Seeker, Inc. 2012
    33. 33. Company Pages Site-Seeker, Inc. 2012
    34. 34. GeographyExact Targeting•Better targeting Industry•Lower cost•Easy to manage Job Title Job Function Group Gender Age Site-Seeker, Inc. 2012
    35. 35. Site-Seeker, Inc. 2012
    36. 36. Twitter Tips for Business Site-Seeker, Inc. 2012
    37. 37. CommunitySearch Twitter for: Brands, People and Keywords Site-Seeker, Inc. 2012
    38. 38. Direct Messages (DM) Do’s Thanks for follow, with personalized message Quick private conversations offline Dont’s Automated messages to new followers selling them Automated messages asking new followers to “LIKE” your Facebook page ANY automated message, period. Site-Seeker, Inc. 2012
    39. 39. ReTweets (RT)• Great way to connect with people you want to engage with.• Don’t just RT. Add value to the conversation… Site-Seeker, Inc. 2012
    40. 40. Hash Tags (#) #joltbolt #bbsmc Site-Seeker, Inc. 2012
    41. 41. Consistency Engage regularly Monitor and & consistently respond Utilize tools to X Establish help maintaincommunity consistency CONSISTENCY Site-Seeker, Inc. 2012
    42. 42. “Push” tweetsare all about me! 10% PUSH Site-Seeker, Inc. 2012
    43. 43. “Pull” tweets areengaging and encourageconversation. 90% PULL Site-Seeker, Inc. 2012
    44. 44. Monitor Effectiveness Site-Seeker, Inc. 2012
    45. 45. Management Tools Site-Seeker, Inc. 2012
    46. 46. The convergence of search and social. Site-Seeker, Inc. 2012
    47. 47. Search Engine OptimizationRelevance• Title tag• Keywords and description• H tags• Content• Alt tags Site-Seeker, Inc. 2012
    48. 48. When you are doing it well… Twitter LinkedIn YouTubeMaximize SMOpportunities Platforms PublishedMulti-purpose Print Facebook TechContent Social Media Paper MediaEngaging: Email Campaign Published Online Website - fans Media Blog - markets Post Market Conference Sheet Presentation - customers White Intranet/ Paper eLiterature Press Application Release Note Site-Seeker, Inc. 2012
    49. 49. Tying it all together… Site-Seeker, Inc. 2012
    50. 50. Tools for Measuring ROI Site-Seeker, Inc. 2012
    51. 51. Google Analytics. . . • What is it? o Website Traffic Measurement & Analysis Tool • Where Do you get? o Free o Webmaster to install Site-Seeker, Inc. 2012
    52. 52. GA Social Plugins Site-Seeker, Inc. 2012
    53. 53. GA Social Plugins Site-Seeker, Inc. 2012 Site-Seeker, Inc. 2012
    54. 54. Google Real Time Site-Seeker, Inc. 2012
    55. 55. Facebook InsightsPeople Talking About True Reach Virality Friends ofThis Fans Site-Seeker, Inc. 2012
    56. 56. Seeing it in action . . . Site-Seeker, Inc. 2012
    57. 57. The proof is in the numbers . . . • Facebook referrals jumped 50% – The value of those referrals? • Average time on site went from 1:30 to 7:10 • Bounce rate dropped by 20% Site-Seeker, Inc. 2012
    58. 58. Site-Seeker, Inc. 2012
    59. 59. What’s Reported • Views Reports – Views – Demographics – Playback Locations – Traffic Sources – Audience Retention • Engagement Reports – Subscribers – Likes and Dislikes – Favorites – Comments – Sharing Site-Seeker, Inc. 2012
    60. 60. Views Reports Site-Seeker, Inc. 2012
    61. 61. Engagement Reports Site-Seeker, Inc. 2012
    62. 62. • LinkedIn Analysis
    63. 63. Measuring engagement . . . Site-Seeker, Inc. 2012
    64. 64. LinkedIn groups Site-Seeker, Inc. 2012
    65. 65. Site-Seeker, Inc. 2012
    66. 66. Tweetstats, Engagement Metric Site-Seeker, Inc. 2011
    67. 67. Social Media Key Points…• View social media Create Accounts as a resource for (Name Claim) word of mouth marketing Lead Grow Discussion Networks• Build Trust by being transparent and open Become the Expert• Become efficient with a social media schedule Participate in Create Discussion• Utilize ROI tools to Content measure success Distribute Content Site-Seeker, Inc. 2012
    68. 68. Thanks!• Vince Bryant – (585) 455-8420 –• Kevin Schaffner – (315) 256-1180 – Site-Seeker, Inc. 2012