The document provides tips for effectively using social media for businesses. It discusses an overview of social platforms, how search engine marketing and social media are converging, using social media for recruiting, and developing an online strategy within a 40 hour work week. Key platforms like Facebook, Google+, LinkedIn, Twitter, YouTube and blogging are explained in terms of their uses and features.

1. Social Media 201:
Tips to effectively use Social Media
for your business!
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2. What We Will Cover
• Overview
of
social
pla/orms
• The
convergence
of
social
media
and
search
engine
marke7ng
• Social
media
for
recrui7ng
• How
the
pieces
fit
together
• Developing
a
online
strategy
for
success
within
a
40
hour
work
week
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3. How did we get here?
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4. Trust
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5. The Ins And Outs Of Website Traffic
Vertical
Websites Social
Media
Your Website
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6. Search Engine Results Page (SERP)
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7. Search Engine Market Share
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8. The convergence of search and social.
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9. Search Plus Your World
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10. Google Plus Avatars Appear in Google Search Results
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11. Google Plus Avatars Appear in Google Suggest
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12. Facebook Avatars Appear in Bing Search Results
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13. Search Traffic Is Steady
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14. Social Traffic Is Event Driven
Twitter Traffic - Influenced by:
• Quality of content
• Number of followers
• Tweet volume
LinkedIn Traffic - Influenced by:
• Number of connections
• Profile updates
• Discussions created
• Popularity of discussions
(comments) www.site-seeker.com

15. Social Media Platforms
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16. Facebook - Is it this confusing for everyone?
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17. www.site-seeker.com

18. www.site-seeker.com

19. Facebook Page Promotion
• Invite friends, family and key customers
• Add a like button to your website
• Claim a web address
• Add website address to marketing materials.
• Ads and sponsored stories
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20. Google+
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21. Google+ Business Page – Example
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22. Google+ for Recruiting: Circles
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23. Google+ for Recruiting: Hangout
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24. • 60 hours: video uploaded every minute
• 3 billion hours of video watched each month
• 500 years of YouTube video watched every day
on Facebook
• 700 YouTube videos shared on Twitter per minute
• 100 million people take a social action on
YouTube (likes, shares, comments, etc) every
week
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25. Look & Feel
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26. Uploading Video
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27. Annotations
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28. LinkedIn
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29. LinkedIn groups
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30. Company Pages
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31. LinkedIn Recruiter
• Expensive but powerful
• Access to all LinkedIn
names and profiles
• Advanced search filters
• 50 InMails per month
• Search alerts
• Folders
• Team access
• Corporate account
• Training
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32. LinkedIn Recruiter
2 Referral Engine – Coming soon
• Expensive but powerful
• Informs employees about
• Access to all LinkedIn openings
names and profiles
• Suggest matches from their
• Advanced search filters
network
• 50 InMails per month
• Simplified referral notification
• Search alerts
• Folders
• Team access
• Corporate account
• Training
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33. Job Network
4 Jobs For You
• Candidates • Ads sent throughout LI
automatically notified network of websites
– passive and active
• Ads sent ONLY to qualified
• Buy year-round job candidates even off LI
slots
• Place JFY module on
• Send applicants to you employees profiles. Viewers
ATS
see appropriate openings.
• Ads follow candidates
through LinkedIn
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34. Careers Page
• Custom tab on
company profile
• Add video banners…
• Message dynamically
adapts to the viewer
• Delivers targeted
openings
• Automatically notified
about openings
• Connects directly to
recruiters
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35. Twitter: Community
Search
TwiAer
for:
• Brands
• People
• Keywords
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36. 10% Push (about me) - 90% Pull (about you)
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37. Blogging
Yesterday
Today
Tomorrow
???
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38. #
Establishing Credibility with Social Media
Create Accounts
(Name Claim)
Grow
Lead
Networks
Discussion
Become
the
Participate
Expert
in Create
Discussion Content
Distribute
Content
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39. Twitter
LinkedIn
YouTube
SM
Platforms
Published
Print
Social
Media
Tech
Facebook
Maximize Media
Paper
Opportunities Email
Campaign
Published
Multi-purpose Online
Website
Media
Content
Blog
Engaging: Post
Market
Conference
Presentation
- fans Sheet
- markets
White
Intranet/
- customers Paper
eLiterature
Press
Application
Release
Note
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40. Platform Connections and Interactions
Twitter:
• Instant results to
Yahoo, Bing, Google
• Indexed by Bing and
Yahoo
• Indexed by Google
Twitter:
• Integrates with FB
and LI via apps
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41. Platform Connections and Interactions
Bing provides
• FB search results
• Yahoo search results
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42. Platform Connections and Interactions
Facebook Provides
• FB likes on Bing
SERPs
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43. Platform Connections and Interactions
Google+ Provides
• +1s on Google
SERPs
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44. Platform Connections and Interactions
Index open FB and LI
content
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45. Social Media as a force multiplier
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46. Step 1: Create Expert Content
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47. Step 2: Push content to various social platforms
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48. Step 3: Socialize content within social platforms
Discussions
Updates
Tweets
Retweets
Share
…
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49. Step 4: Achieve wide-reaching Search Engine exposure
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50. Step 5: Grow your social reach social capital
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51. Step 6: Drive brand-favorable visitors to your expert content
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52. Step 7: Gain visibility of your offering
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53. Step 8: Grow your business
$$$$$$$$$
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54. Importance Of First Impressions
• Website visitors can
• Bounce - leave after viewing one
page or session times out
o Bounce rate
• Stick - view more than on page
o Does not include time spent on
last page – no time stamp
o Average visit duration
o Average pages per visit
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55. Importance of First Impressions
• If your bounce rate is high, fix it:
o Related headline
o Related image
o Show visitors they are in the right
spot by serving their needs
• If you are paying for traffic:
o Create landing pages
o Write better ads
o Deep link to specific content
o Revise program
o Stop paying for (some) traffic
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56. Management By Bounce Rate
Use bounce rate to
increase ROI
• Organic traffic – improve
landing page
• Pay Per Click – improve
keyword selection, ad,
and landing page
• Career Sites – buy/no-
buy decision, program
scope, landing page
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57. Visit Duration & Pages Per Visit - Non Bounce
• When visitors stick
o Spend 3 to 5
minutes on your site
o View 4 to 5 pages
• Data from 22 B2B
companies and
50,000 visits
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58. Conversion Rates Should Be Understood
How many conversion page
visitors advance in the sales/
recruiting process?
• Click to get (29%)
o 73 phone number
o 51 address
• 40 Sent an email (9.25%)
o Is this good?
o What is your conversion
rate?
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59. Conversion and Last Click Attribution
Multi-Channel Funnels
Old rule of thumb: It
takes seven touches
to close a deal
New rule of thumb:
people don’t buy/
contact on the first
visit
Latent conversion
causes bad decisions
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60. Buyer Persona – Understand What Users Expect
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61. Website Elements Should Satisfy A Persona Need
Sales Personas
1) Engineer
2) R&D
3) Buyer
4) Sales & Affiliates
5) Manager
6) Co-Supplier
HR Personas
7) Employee
8) Applicant
9) Partner
Corporate
Personas
10) Community
11) Media
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62. Ideal Internet Marketing Program
Create Engage
Share
GOL:
Keep
visitors
on
your
site,
reading
content
and
viewing
pages
Get Measure
Found Test
Adjust
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63. Building Your Team
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64. Plan For Success
• Vision:
What
does
it
look
like
when
we
are
successful?
• Key
Metrics:
What
can
we
measure
to
tell
us
we
are
successful?
• Strategies:
How
will
we
achieve
these
metrics?
• Ac7ons:
Who
will
do
what
when?
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65. www.site-seeker.com

66. Thank You!
Brian Bluff
President & Co-Founder
Site-Seeker, Inc.
brianbluff@site-seeker.com
@brianbluff
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