Social Media Beyond LinkedIn
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The presentation explains briefly, the underpinning factor, that increases you search ability on search engines such as Google etc. It also gives you an idea how important Google + and other social media sites are for your brand.
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Social Media Beyond LinkedIn
- 1. Social Media: Beyond LinkedIn 6.0 Driving Brand Success Marketing Strategy | Branding | Social Media Marketing January 2014 www.ravoth.com
- 2. “In the long history of humankind those who learned to collaborate and improvise most effectively have prevailed.” -Charles Darwin “Social Media is about the people! Not about your business. Provide for the people and the people will provide for you.” -Matt Goulart Facilitating Brand Success Driving Brand Success www.ravoth.com
- 3. What to expect from today’s session www.ravoth.com
- 4. What are we covering today? www.ravoth.com
- 6. Where Do You Begin Your Online Search?
- 8. Why Is Google Important? www.ravoth.com
- 11. So what is Search Engine Optimization (SEO) and why do you need it? How Does This Relates To Google? www.ravoth.com
- 12. Search Engine Optimization (SEO) The active practice of optimizing a website by improving internal and external aspects in order to increase traffic the site receives from search engines. SEO refers to techniques that help your website rank higher in the organic/natural search results including online conversations. Source: www.seostore.ca The process of improving the volume & quality of traffic to a web site incl. online conversation from search engines via "natural" (organic or algorithmic)search results. This helps more people who are looking for your career profile to find you. www.ravoth.com
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- 14. You have to be found on Page 1! www.ravoth.com
- 15. How Do Search Engines Work? a. b. c. Search engine bots/spiders are continuously crawling the web, making note of new pages and content. They are not overly sophisticated, which is why html sites with properly built links/navigation often outrank more dynamic sites that use Flash and JavaScript links. Specialized search spiders later return to web pages to gather new information and it is eventually added to the search engine’s index. Again, these bots are basic…they can read text and links, but not much else. When you conduct a search, the results are displayed almost magically, but a lot is happening behind the scenes. Results are pulled from the current Index, based on a complex algorithm which ranks the results. www.ravoth.com
- 16. SEO Recipe? •Keyword Research •How do people search? •Competition level •2-4 word phrases •Online conversations •On Page Factors •Customized URL •Page Title •Keywords in Content (long-tail) •Heading Tags Building •Internal •External •Anchor Text •Social •Link estate media real Improved Organic Ranking Higher Visibility Increased Traffic More Job Leads www.ravoth.com
- 17. 8 Steps to SEO Success a. Think about keywords + long-tail search b. Put keywords in page title c. Put keywords in page URL d. Put keywords in meta data (description and keywords) e. Use keyword in the page content f. Keywords in online Conversations g. Build links to your profile h. Monitor your site traffic and rank i. Be consistent across all entities www.ravoth.com
- 18. Keywords are GOLD ! Internet is primarily driven by text Words are the most important content on every website Users find websites based on keywords www.ravoth.com
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- 21. Organic versus Paid 70% • 30% 30% www.ravoth.com
- 22. SEO versus SEM & PPC SEO Pros Free (not including resources) Searchers click on organic search results more often than paid PPC SEM/PPC Pros Excellent at creating awareness quickly Campaigns can be budgeted to fit a business’s needs Cons Cons Time consuming Takes years to learn & understand Takes longer to see results Can be pricey ($25-$100,000 a month) Must be managed constantly (daily/weekly) ROI can be difficult to manage - Clickfraud www.ravoth.com
- 27. Alternatives Search Engines to Google •27 www.ravoth.com
- 28. Where to Start? LinkedIn ✓ Twitter Google+ (Business) Personal Website/Blog Facebook Mobile Apps
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- 30. What are the Top Social Media Sites? www.ravoth.com •(Source: All Twitter, 2012)
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- 38. 8 Reasons and more to use Google! Google Alerts @ www.google.com/alerts Google News @ https://news.google.com Google Scholar @ http://scholar.google.ca Google Gmail @ http://gmail Google Docs @ https://docs.google.com Google Search = Calculator Google Street View @ http://maps.google.ca Google + (for Business) @ http://www.google.com/+/business ✔ Google for Entrepreneurs launching soon www.ravoth.com
- 39. Why Google + (Business)? 550 Million + Total User > 350 Million Active User > 750 % Growth Rate www.ravoth.com
- 40. Google + @ http://www.google.com/+ Your (SEO) Brand Opportunity ! www.ravoth.com
- 42. Google + @ http://www.google.com/+/business www.ravoth.com
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- 48. Using Facebook to Research? 1.15 Billion Users + 200% Growth + 23% check their Facebook updates 5x per day 50% log-in every day Available in 70 languages www.ravoth.com
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- 50. 2012 Jobseeker Survey by Jobvite www.ravoth.com
- 51. North American’s # 1 users of Facebook! 23 Million Canadian Internet Users 273 Million US Internet Users 158 Million 18Million US Facebook Users Canadian Facebook Users 58% of US internet users are on Facebook. 78% of Canadian internet users are on Facebook Sources: www.socialbakers.com, Internet World Stats, May 2012 www.ravoth.com
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- 54. Facebook: Using it Strategically www.ravoth.com
- 55. Facebook Advantages a. b. c. d. e. Turn your friends into agents. Read news feed. Someone may post a “does anyone know...” Just like LinkedIn, there are Facebook groups. Watch and get active. You can email anyone in Facebook. Research and join (“like”) company pages. Watch and participate. www.ravoth.com
- 57. Over 1,500 jobs listed In Toronto + 100km www.ravoth.com
- 58. Facebook App ! 3M + Jobs ✔ 30M registered users ✔ 3.4 million use the app monthly ✔ www.ravoth.com
- 59. Half of employers (50 percent) are using Facebook in their hiring process. A majority (54 percent) already using the social network anticipates Facebook becoming a more important part of the talent acquisition process in the near future. Of companies using Facebook to acquire new potential employees, more than half state the importance of networking and referrals. The number one suggestion by recruiters (87 percent) is for candidates using Facebook to 'Like' a desired company's Facebook page, followed by using Facebook as a networking tool. www.ravoth.com
- 60. Facebook for Business @ www.facebook.com/business www.ravoth.com
- 61. Facebook Business Success Stories Diagio with Captain Morgan Equine Dentist www.ravoth.com
- 63. 13 Million + User on Facebook in the US do not use their privacy setting. www.ravoth.com
- 66. Mobile Web Traffic is Sky Rocking 62% increase in 1 year.
- 67. •© Knightsbridge
- 68. 77% of Job Seekers are using Mobile Job Search Apps
- 69. Mobile Apps for your Job Search 6 Mobile Useful Job Search Apps a.Monster b.Linkup c.CareerBuilder d.LinkedIn e.Indeed f.Now Hiring (99Cents) Free
- 70. Other Research and Networking ideas! www.ravoth.com
- 73. YouTube @www.youtube.com 2nd largest search engine www.ravoth.com
- 74. Public Library @ www.torontopubliclibrary.ca www.ravoth.com
- 75. Public Library @ www.torontopubliclibrary.ca www.ravoth.com
- 76. Meetup @www.meetup.com 47 meetups before noon alone! •76 www.ravoth.com
- 77. Digital Real Estate: Finding and Securing your Name / “Handle” www.ravoth.com
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- 82. There are 164,000,000 + Blogs worldwide! www.ravoth.com
- 83. Blog Readers from 2008 to 2014 www.ravoth.com
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- 89. Pros: Having a Site/Blog presence Cons: Having a Site/Blog Presence A central location to establish credibility and great for audience building. Allows others to learn more about you – when you’re not there. Fresh content to feed social media efforts. May require outside expertise May have costs Challenge securing domain name You own it. Requires regular commitment - can be time consuming SEO and analytics benefits. Examples: Wordpress.com, Wordpress.org. www.ravoth.com
- 90. How a Blog Can Help Your Job Search Helps your brand when prospective employers Google you. Additional way to showcase your portfolio of talents: Subject matter expertise Communication skills Values Success stories Opinions, critical thinking Can support selling yourself to a specific target. www.ravoth.com
- 92. Guest Blogging a. Find a blog you like. b. Begin sharing posts through social media. c. Start commenting – speak to blog owner and other readers. d. Develop relationship with owner (private communications, meet in person). e. Offer to guest post. f. Share links to your post. www.ravoth.com
- 94. Protecting Your Online Reputation! www.ravoth.com
- 95. How to protect your reputation? a. Decide in advance what information you should and should not disclose. b. Don’t presume privacy. c. Avoid negativity. d. Don’t get into fights, but converted detractors become fans. e. Ensure online profile doesn’t contradict activity in the offline world, and that messages are authentic. f. Don’t try to pretend you are someone you’re not. www.ravoth.com
- 96. Bonus Ideas for Extending Your Digital Presence www.ravoth.com
- 97. HARO (Help a reporter out) @ www.helpareporter.com www.ravoth.com
- 98. HARO (Help a reporter out) •98 @ www.helpareporter.com www.ravoth.com
- 100. Before you can measure, you have to know what you’re trying to do Is it awareness? # of unique visits (each visitor is counted only once during the measurement period) # of visits from search # traffic from social networks # new visitors from social networks # of positive mentions in social media Share of voice # of inbound links % of new visits www.ravoth.com
- 101. Before you can measure, you have to know what you’re trying to do Is it to drive sales? # of referrals to your site # of downloads/requests for content # of requests for quotes # of conversions to sales www.ravoth.com
- 102. Before you can measure, you have to know what you’re trying to do Is it to build community/loyalty? # of repeat visits # of subscribers # of comments and quality of comments Extent of sharing Net promoter score (how likely are you to recommend to a friend) www.ravoth.com
- 105. Social Mention @ http://socialmention.com Note: Search engine for user-generated discussions that are not typically indexed by major search engines as they do not reside on static pages. www.ravoth.com
- 106. Social Mention @ http://socialmention.com www.ravoth.com
- 108. Create a “Listening Report” •108 www.ravoth.com
- 111. A mobile service that lets you capture and share short looping videos. Like Tweets, the brevity of videos on Vine (6 seconds or less) www.ravoth.com
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- 113. Creative Job Searchers! www.youtube.com/watch?v=9EzNll1U2N8&feature=player_embedded www.ravoth.com
- 114. Last Word: Protect Your Data! Back up your data regularly (e.g. external hard drive, mac time machine) Have multiple email addresses Do not rely on only one channel to access your email (e.g. BlackBerry, Mac Mail, Gmail) Social sharing (e.g. Twitter) Google docs Track your passwords (risk?) www.ravoth.com
- 115. Password Manager Applications 1. LastPass www.lastpass.com 2. RoboForm www.roboform.com 3. Keepass www.keepass.com 4. Password Safe www.passwordsafe.sourceforge.net 5. KeyWallet www.keywallet.net www.ravoth.com
- 116. Presentation will be available @ slideshare.net/jravoth www.ravoth.com
Editor's Notes
- Matt Goulart is the Founder of Ignite Digital Inc. (formally WebStar Content), a Digital Agency focused on developing effective online strategies for big brands. Ignite Digital Inc. develops effective organic tactics that generate brand awareness, lead generation and community participation.
- Google Google has market share of ca. 66% Bing: 15% Yahoo: 14%
- 3 Types of Search Engines: Robots (crawlers, ants, spiders) Human Submissions Hybrid of two called “Crawler based Search Engines”
- Web pages often include metadata in the form of meta tags. Description and keywords meta tags are commonly used to describe the Web page's content. Most search engines use this data when adding pages to their search index.
- Here are some of the stats on usage and participation in some of the top social media sites. When deciding where you should start for your job search or for promoting your business, keep in mind that it’s not only about numbers, but about the type of audience and interactions that particular social media site encourages. For example, Pinterest is a visually based site which may be great for those of you that are looking to work in graphic design or as commercial artists, but is unlikely to be suitable for most of your needs. However a SM site that you can not let out of focus due to the rapid growth over the last year. So let’s take a look at where you should start…
- Here are some of the stats on usage and participation in some of the top social media sites. When deciding where you should start for your job search or for promoting your business, keep in mind that it’s not only about numbers, but about the type of audience and interactions that particular social media site encourages. For example, Pinterest is a visually based site which may be great for those of you that are looking to work in graphic design or as commercial artists, but is unlikely to be suitable for most of your needs. However a SM site that you can not let out of focus due to the rapid growth over the last year. So let’s take a look at where you should start…
- Captain Morgan (Diagio) Would a Facebook presence help this spirited company sell drinks? Here are the results: With Facebook, Diageo targeted its ads to customers of legal drinking age. In this controlled test environment, the company saw something it could toast to: a 19 percent increase in total sales among those exposed to Diageo’s Premium Ads, versus those not exposed, within the test parameters. The lift was seen collectively across the five brands participating in the test. 2. Equine Dentist Builds Relationships With Facebook How do you turn a regional service business into an international destination for industry thought leadership? Facebook. At least that’s what worked for Geoff Tucker, an equine dentist based in Palm City, FL. In a business driven by relationships, Geoff says that Facebook allows him to build new ones. “People do business with people who they’re friends with. Period,” he says. “And Facebook is a great way to get to know people. It allows people to see that I’m a person.” As he builds these relationships using social media, Geoff is also expanding his company’s reach. He says it was his blog, his Twitter feed, and his Facebook account that helped him win appearances on Horse Talk Radio and HorseGirl.tv. So what’s this done for his business? Geoff says that over the last year, Facebook alone has generated about 100 leads and 10-to-15 customers.
- iPads 300% increase in traffic
- At your finger tip Response time Speed to market
- Note: Search engine for user-generated discussions that are not typically indexed by major search engines as they do not reside on static pages.