1. @shiraabel
Oh, my!

2. @shiraabel
Shira Abel
• CEO, Hunter & Bard
• 10+ years in hi-tech internet marketing
• EMBA from Kellogg School of
Management, Tel Aviv University Branch
• Lectured worldwide on digital marketing
• Marketing blogger, Twitter fiend

3. @shiraabel
Social Marketing is Not New
 Q: What did Dorothy, the
Lion, Tiger, & Bear have in
common?
 A: They wanted to be heard
& acknowledged
 Q: Where did Word of
Mouth Marketing come
from?
 The second someone
recommended one
merchant over another (in
other words, centuries ago)

4. @shiraabel
People Like to Share

5. @shiraabel
Gained Mind Share = Loyalty

6. @shiraabel

7. @shiraabel
Integrate Social Into Your Strategy
This one scares me…

8. @shiraabel
Strategy & Real Engagement Works
YouTube Views 2010
An ave. increase of 176%
YouTube Views 2009

9. @shiraabel
Different Platforms = Different Results

10. @shiraabel
Twitter Haz Search?
 The break up with Google last year
has not done Twitter any favors in
the SERPs – they don’t show up
 Doesn’t work well with BING either
 And their own search sucks isn’t
very good
 FORTUNATELY – it’s not all about
search. Twitter is a great place to
engage online in real time

11. @shiraabel
Facebook Fan Page – BING Anyone?
 The world lives on FB (minus Japan where they
live on Mixi & Brazil where they live on Orkut)
 Edgerank is the FB ranking algorithm
 Rates photos the highest, then video,
then content
 Slams you if too many people “Hide”
your page from their wall
 Uses BING as their internal search for
outside results

12. @shiraabel
Google+ “Search Plus Your World”
 Google+ posts are now showing up
higher than brand websites or other
social platforms in Google’s SERPs

13. @shiraabel
And the Mighty Google Spoketh
 Adds content to your
Google+ profile +1 tab or
wall (if you add a comment)
 Affects the posts standing in
the SERPs
 You can +1 a website while
searching Google

14. @shiraabel
I Can See, I Can See!
 Owned by Google
 2nd largest search engine
 Fully integrated into Google+
 Easier to SEO by the day
 Good information in the analytics

15. @shiraabel
For Lifetime Post Value

16. @shiraabel
People are Sharing

17. @shiraabel
Process of Engagement
 What’s your goal?
 Getting people to go to a certain location?
 Mind share?
 Educating the consumer?
 Where does your customer live?
 (Nearly everyone is on Facebook)
 More chatty people are on Twitter
 Google+ seems to be people who love animated GIF’s
 What are they interested in?
 Give it to them. Really. It’s that simple
 Remember – It’s Not About You

18. @shiraabel
Discovery & Retention

19. @shiraabel
Social is not like SEM or SEO
WHEN YOU HAVE TO BUY THEIR
LOVE, YOU’VE LOST

20. @shiraabel
Have a heart. Show you care.

21. @shiraabel
Take Aways
 Giving builds trust which in turn
builds loyalty
 People would rather purchase from
and work with a company that they
like
 Using social as a push media will not
get you the results you desire
 Google OWNS you. Like it or not, you
have to be there (cue Miriam
Schwab…)

22. @shiraabel
Thank Yous, References, & Reads
 http://www.emarketer.com/Article.aspx?R=1008764&ecid=a6506033675d47f8816
51943c21c5ed4
 http://techcrunch.com/2012/01/07/when-you-have-to-buy-their-love-youve-lost/
(took the headline, which is just brilliant and totally true)
 http://www.cmocouncil.org/images/uploads/216.pdf
 http://wearesocial.net/blog/2012/01/consumers-social/
 http://searchengineland.com/examples-google-search-plus-drive-facebook-
twitter-crazy-107554
 http://www.socialable.co.uk/20-vital-twitter-management-tools-for-2012/
 http://www.seomoz.org/blog/tracking-the-roi-of-social-media

23. @shiraabel
Where is Your Customer?