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NY State SBDC Social Media Session
The document discusses the importance of social media for businesses. It notes that over 70% of people use reviews to influence purchase decisions and 80% will change decisions based on negative reviews. Additionally, including social media in marketing campaigns can increase revenues by 84% compared to search alone. The document provides examples of how businesses can effectively engage on various social media platforms like Pinterest, Facebook, LinkedIn, and Twitter to boost their online presence and drive traffic.
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NY State SBDC Social Media Session
- 1. Get Social orDie: Why & What on Social’s Business Influence Josepf Haslam, Biz Dev, DragonSearch - @Josepf Deidre Drewes, Interactive Culture Cultivator - @deidredoom 5/18/2012 DRAGONSEARCH MARKETING I May 2012 1
- 2. Dawn 5/18/2012 DRAGONSEARCH MARKETING I May 2012 2
- 3. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 3
- 4. Promise 5/18/2012 DRAGONSEARCH MARKETING I May 2012 4
- 5. What it lookslike 5/18/2012 DRAGONSEARCH MARKETING I May 2012 5
- 6. WORLD OF ENGAGEMENT World of Engagement RICH MEDIA CONTENT DIGITAL ADVERTISING PROPERTIES BANNERS WEBSITES DISPLAY CUSTOM BUILT PORTALS PAID ENDORSEMENTS OWNED PAID properties media EMBASSIES SOCIAL EARNED PARTNERSHIPS INFLUENCER NETWORKS platforms media OUTPOSTS BRANDED ENTERTAINMENT RELEVANT MESSAGE BOARDS BLOGOSPHERE NICHE PLATFORMS INFLUENCER ENGAGEMENT Social Engagement Source: David Armano. Edelman Digital 2010. edelmandigital.com Concentrated Here 5/18/2012 DRAGONSEARCH MARKETING I May 2012 6
- 7. Evolution 5/18/2012 DRAGONSEARCH MARKETING I May 2012 7
- 8. Self Published Indexes/Directories 1:Human Published SERPs (Yahoo) 2: Counting Words on a Page (Altavista/Lycos) 3: Counting Words & External Links (Google) 4: PageRank as “Voting” with Links (Google/Bing) 5: Social Voting, Site Authority, Awesome content, Citations, Connectedness 5/18/2012 DRAGONSEARCH MARKETING I May 2012 8
- 9. Step back 5/18/2012 DRAGONSEARCH MARKETING I May 2012 9
- 10. Why 5/18/2012 DRAGONSEARCH MARKETING I May 2012 10
- 11. • 71% to83% of people use “Reviews” to influence Purchase decisions • 80% will change a decision based on Negative Reviews • A study of 56 billion impressions, 2.7 billion clicks and $13 billion in revenue concludes that inclusion of Social Media increases revenue 84% over natural search alone. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 11
- 12. • 71% to83% of people use “Reviews” to influence Purchase decisions • 80% will change a decision based on Negative Reviews Graphic Source: http://www.brafton.com/infographics/why-content-for-seo 5/18/2012 DRAGONSEARCH MARKETING I May 2012 12
- 13. •They buy somethingfrom you •Social proof •Influencer outreach •Share of voice in community •Engagement •Shared •Like more A study of 56 billion impressions, 2.7 billion clicks and $13 billion in revenue concludes that inclusion of Social Media increases revenue 84% over natural search alone.
- 14. McGinnis Example 5/18/2012 DRAGONSEARCH MARKETING I May 2012 14
- 15. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 15
- 16. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 16
- 18. SOCIAL MEDIA Where do you belong Where do JOIN COMMUNITIES you belong? CREATE COMMUNITIES WHO ARE THE INFLUENCERS? SUB-SEGMENTS SUB-SEGMENTS 5/18/2012 DRAGONSEARCH MARKETING I May 2012 18
- 19. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 19
- 20. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 20
- 21. @ricdragon | RicDragon | Graphic Excerpted from the book Social Marketology 5/18/2012 DRAGONSEARCH MARKETING I May 2012 21
- 22. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 22
- 23. Virtuous Circle ofSocial Media for SEO 5/18/2012 DRAGONSEARCH MARKETING I May 2012 23
- 24. SEO-NATURAL SEARCH SEO Natural Search OLD SCHOOL NEW SCHOOL SHORT HAND OPTIMIZATION BROADER LONG TAIL (keyword stuffing as well) Fueled BACKLINKS Reciprocal Linking RELATIONSHIPS by (many times purchased) Social Connection relevance Media secondary RELEVANT CONNECTIONS 5/18/2012 DRAGONSEARCH MARKETING I May 2012 24
- 25. Pinterest Case Study:ModCloth 5/18/2012 DRAGONSEARCH MARKETING I May 2012 25
- 26. Pinterest Case Study:ModCloth • Created a contest that required users to create a vintage themed wedding pinboard • 20 items were required on this pinboard: 4 items to come directly from the ModCloth site • Contest required the use of branded #hashtags that are trackable via Pinterest • Profile bio completed with links to additional social profiles • 21,898 followers on Pinterest (and growing) 5/18/2012 DRAGONSEARCH MARKETING I May 2012 26
- 27. Facebook Case Study:Spotify 5/18/2012 DRAGONSEARCH MARKETING I May 2012 27
- 28. Facebook Case Study:Spotify • Uses Timeline to create a history of not only the company, but also the music industry • Uses Cover Photo to create a call-to-action • Includes custom apps as resources for fans, including a careers and download tab • Branded with proper company logos • Rich content (images, songs & videos) posted regularly 5/18/2012 DRAGONSEARCH MARKETING I May 2012 28
- 29. LinkedIn Case Study:Hewlett Packard 5/18/2012 DRAGONSEARCH MARKETING I May 2012 29
- 30. LinkedIn Case Study:Hewlett Packard • Customized product and services banner to promote an industry conference with call-to- action • 19 products and services listed on the company page • Updated logo and description about the company • Video about the company featured (not pictured) • Substantial size of following in addition to recommendations. • Stock index linked with company profile 5/18/2012 DRAGONSEARCH MARKETING I May 2012 30
- 31. Twitter Case Study:Southern Hospitality BBQ 5/18/2012 DRAGONSEARCH MARKETING I May 2012 31
- 32. Twitter Case Study:Southern Hospitality BBQ • Responds to mentions on Twitter, even if indirect (excludes @ symbol) • Shares photos regularly to promote specials, events and celebrity sightings • Monitors FourSquare check-ins and responds to individuals who have visited the restaurant • Builds relationships with other local businesses for customer referrals • Retweets positive media mentions and endorsements from diners • Tweets trend-worthy content, including references to sports games, boxing matches and the Kentucky Derby 5/18/2012 DRAGONSEARCH MARKETING I May 2012 32
- 33. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 33
- 34. Q & A! Anyand all questions entertained! Josepf Haslam, Deidre Drewes| DragonSearch.net/blog Josepf@dragonsearch.net | Twitter: @Josepf Deidre@dragonsearch.net | Twitter: @DeidreDoom 5/18/2012 DRAGONSEARCH MARKETING I May 2012 34
- 35. Thank You! Josepf Haslam,Deidre Drewes | DragonSearch.net/blog Josepf@dragonsearch.net | Twitter: @Josepf Deidre@dragonsearch.net | Twitter: @DeidreDoom Social Marketology Release date: June 2012 Available Pre-order on Amazon! Presentation: http://bit.ly/NYSBCCJJH 5/18/2012 DRAGONSEARCH MARKETING I May 2012 35
Editor's Notes
- #2 Renee, buffalo, smbs12 Canisius College Women’s Business Center Feb 16th 2012
- #3 Dawn of a new Age; Social Media, Social Business, Social SEO, evolutionary and revolutionary – asset Get Social or Die
- #4 If this is your conception of Social…. To understand let’s look at normal search
- #5 search engines aren’t just a tool to help us find news articles or guacamole recipes. Search engines are running a business—a business whose success relies on providing you legitimate, relevant results.
- #6 Review a SERP changing to reflect Social, transition to World of Engagement
- #7 Highlight the bottom half Social Influence
- #8 Evolution of Search
- #9 Transition to Spiders, Bots, Math Hash, Neo trying to bring the human back into it
- #11 What we really want, personal timely reviews from trusted sources
- #34 Sea Change, Social Fueled search topping old school links only. Amazing opportunity for you to be found over top of established companies