davidmihm davidmmozcom Local Social Like Peanut Butter Chocolate Will Scott willsearchinfluencecom w2scott ABOUT SEARCH INFLUENCE ID: 438636
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David Mihm@davidmihmdavidm@moz.com
Local + Social: Like Peanut Butter + Chocolate
Will Scott will@searchinfluence.com @w2scottSlide2
ABOUT SEARCH INFLUENCE
Helping customers successfully market online since 2006 through search engine optimization (SEO), social media, paid online advertising, and reputation management.
Will Scott: At the Intersection of Local and SocialSearch Influence 84 full and part-time employees51 contract
writersGoogle
AdWords
& Analytics Certified Staff
Google Certified Partner
Reputation
2011 Inc. 500 honoree
2013
Inc. Hire Power
WinnerRecognized leader in search and social for local business Two decades in online mediaBest Places to Work, 2014
As of 10/15/2014Slide3
OUR TEAM
Will Scott: At the Intersection of Local and SocialSlide4
WILL SCOTT
CEO, SEARCH INFLUENCE
ABOUT MEFirst website online in 1994Built over 2,500 customized web sites in 18 months (with a staff of 12 – 2000-2002)Deployed over 300 local online yellow
pages / year with print
“
look and feel
”
Part of team which took Sprint
YP from zero to
1,000,000
uniques in 18
months (2003-2005)Speaks frequently on SEO, Social Media and Content MarketingLocal U Faculty member and forum moderatorSearch Engine Land columnistWill Scott: At the Intersection of Local and SocialSlide5
Most Visited Sites
http://goo.gl/
ZiSwq Will Scott: At the Intersection of Local and SocialSlide6
Most Searched
http://goo.gl/
YMjcI Will Scott: At the Intersection of Local and SocialSlide7
Will Scott: At the Intersection of Local and Social
http://www.checkfacebook.com
/ 1,320,000,000Slide8Slide9
SOCIAL MEDIA FOR BUSINESS
THERES MORE TO IT THAN YOU MIGHT THINK
!Setting Social Media Goals and ExpectationsChoosing the Right OutletsFacebookTwitterGoogle+LinkedInPinterest
Running a Successful Campaign
Will Scott: At the Intersection of Local and SocialSlide10
SETTING SOCIAL MEDIA
GOALS
AND EXPECTATIONSWill Scott: At the Intersection of Local and SocialSlide11
WHAT IS IT GOOD FOR?
Social Media is really great for clients that want to achieve:
Increase Brand AwarenessGain a Social PresenceBuild Brand LoyaltySocial Media may not be best for clients that only want:
Increased Foot TrafficIncreased
Sales
Will Scott: At the Intersection of Local and SocialSlide12
DEFINE YOUR BUSINESS’
TARGET
AUDIENCE.Image courtesy of: http://okpta.org/Will Scott: At the Intersection of Local and SocialSlide13
TARGET AUDIENCE
Know
the difference between your customers today and aspirational customersUnderstand the demographicsUnderstand the psychographicsWill Scott: At the Intersection of Local and SocialSlide14
KNOW
YOURSELF /
YOUR BUSINESS.Will Scott: At the Intersection of Local and SocialSlide15
YOUR BUSINESS
Are
you B2B or B2C? Do you have something to sell? Do you have a lot of content to share and is it newsworthy? Can and WILL your team create content?Who will hold them accountable?
Will Scott: At the Intersection of Local and SocialSlide16
CHOOSING THE RIGHT
OUTLET
FOR OUR CLIENTSWill Scott: At the Intersection of Local and SocialSlide17
UNDERSTANDING THE SOCIAL NETWORKS
Fast
-moving consumer goods will perform better on Facebook than luxury goods because the user base skews younger.Twitter is primarily a news source for its users.Pinterest is the place to be for food and drink related products or content, as well as family or parenting content.Instagram’s audience is primarily female
(with projections to even out by 2016) and between the ages of 18 and 44. Clothing, accessories and entertainment-related brands find Instagram attractive for this reason.
eMarketer
report on
Instagram
use
Will Scott: At the Intersection of Local and SocialSlide18
Will Scott: At the Intersection of Local and SocialSlide19
INDUSTRIES THAT DO WELL ON FACEBOOK
CLIENT GOALS AND
MOTIVATIONS ON FACEBOOKReaching a large number of peopleBuilding brand awareness and loyaltyGaining a strong presence on social media
SETTING CLIENT EXPECTATIONS FOR A FACEBOOK CAMPAIGNBuilding a fan base takes time and money, it’s okay to be patient
You may not see an
immediate increase
in sales as a direct result of posting to Facebook
We encourage clients to supplement our posts with more personalized photos or celebrations from around the office, but you don’t want to post
too
much – it can be a turn off for page fans if a business is constantly showing up in their news
feed
AutomotiveConsumer GoodsFinancial ServicesGamingPolitics
Retail
Ecommerce
Technology
Travel
Consumer facing businesses
!
IS
FACE-
BOOK
RIGHT FOR
ME
?
Will Scott: At the Intersection of Local and SocialSlide20
BRANDED FACEBOOK GRAPHICS
Will Scott: At the Intersection of Local and SocialSlide21
FACEBOOK
SUCCESSFUL FACEBOOK POSTS/ADS
INFORMATIONAL POSTWill Scott: At the Intersection of Local and SocialSlide22
FACEBOOK
SUCCESSFUL FACEBOOK POSTS/ADS
PRODUCT/PUBLICITY POSTWill Scott: At the Intersection of Local and SocialSlide23
SUCCESSFUL FACEBOOK POSTS/ADS
ENGAGEMENT POST
Will Scott: At the Intersection of Local and SocialSlide24
Automotive
Consumer Goods
Professional ServicesFinanceHealthGovernmentEntertainmentMedia/NewsRetailEducation
RestaurantsNon Profits
INDUSTRIES THAT DO WELL ON TWITTER
CLIENT GOALS AND
MOTIVATIONS ON TWITTER
Pushing out a constant flow of content (like blogs) to your followers
Building brand awareness and loyalty
Establish a brand personality
Increasing engagement and interaction with followers
SETTING CLIENT EXPECTATIONS FOR A TWITTER CAMPAIGN
Building a fan base takes time and money, and without a big budget – it can take more time to gain a big following
There may be less traffic and reach on
Twitter
IS
TWITTER
RIGHT FOR
ME
?
Will Scott: At the Intersection of Local and SocialSlide25
BRANDED TWITTER GRAPHICS
Will Scott: At the Intersection of Local and SocialSlide26
SUCCESSFUL
TWITTER CAMPAIGNS
Will Scott: At the Intersection of Local and SocialSlide27
INDUSTRIES THAT DO WELL ON GOOGLE+
Store Front Businesses
Service Area BusinessesBrands/ProductsMulti-Location BusinessesEntertainmentCLIENT GOALS AND MOTIVATIONS ON GOOGLE+Gain traction on Google (for social and SEO purposes)Building brand awareness and loyaltyIncreasing presence across multiple social platformsHelps support brand on Google and YouTube
SETTING CLIENT EXPECTATIONS FOR A GOOGLE+ CAMPAIGN
Since Google+ is new to the social media industry, it doesn’t have a high number of active users. It is still essential to your SEO efforts.
Having an active Google+ page
may
help your brand
in
the SERP
We will need to verify the listing via phone or
postcardaIS GOOGLEPLUSRIGHT FOR ME
?
Will Scott: At the Intersection of Local and SocialSlide28
BRANDED GOOGLE+ GRAPHICS
Will Scott: At the Intersection of Local and SocialSlide29
SUCCESSFUL
GOOGLE+ CAMPAIGNS
Will Scott: At the Intersection of Local and SocialSlide30
INDUSTRIES THAT DO WELL ON LINKEDIN
Business to Business Sales/Service
Highly Technical or Specialized CompaniesCLIENT GOALS AND MOTIVATIONS OF LINKEDINEstablish your business as an industry leaderProvide industry wide knowledgeIncrease brand presence on an additional social media platform SETTING CLIENT EXPECTATIONS FOR A LINKEDIN CAMPAIGNThe client should have a deep understanding of their target demographics
LinkedIn can help with brand awareness, it is not the main factor in increasing lead generation for a business
IS
LINKEDIN
RIGHT FOR
ME
?
Will Scott: At the Intersection of Local and SocialSlide31
BRANDED LINKEDIN GRAPHICS
Will Scott: At the Intersection of Local and SocialSlide32
SUCCESSFUL LINKEDIN POSTS/ADS
Will Scott: At the Intersection of Local and SocialSlide33
Will Scott: At the Intersection of Local and SocialSlide34
INDUSTRIES THAT DO WELL ON PINTEREST
E-Commerce Companies
Home ImprovementEntertainmentHealth and BeautyCLIENT GOALS AND MOTIVATIONS OF PINTERESTEstablish your presence onlineIncrease brand awareness and personalityProvide very shareable content for customersSETTING CLIENT EXPECTATIONS FOR PINTEREST
Many of the pins will be focused on the engagement and informational side of the content spectrum
It’s beneficial to have evocative photos of product and / or results
Solely running a Pinterest campaign will not increase e-commerce sales or foot traffic
IS
PINTEREST
RIGHT FOR
ME
?
Will Scott: At the Intersection of Local and SocialSlide35
BRANDED PINTEREST PROFILES
Will Scott: At the Intersection of Local and SocialSlide36
SUCCESSFUL PINS
Will Scott: At the Intersection of Local and SocialSlide37
SPEAK
THE LANGUAGE
OF YOUR NETWORKSImage courtesy of: Reader’s TheaterWill Scott: At the Intersection of Local and SocialSlide38
FACEBOOK / GOOGLE+
Pictures, pictures, pictures
Easy on the sales messagingFeature your fansReward them tooTWITTERNews, news, news and post more frequentlyPINTERESTUse rich pins on your website (for recipes,
etc)
Make it super duper visual
How
tos
, visual step-by-steps
Provide prices in the pin copy
LINKEDIN
News, Industry-related info
TAILORING
CONTENT
TO THE
PLATFORM
Will Scott: At the Intersection of Local and SocialSlide39
Some People Have to Pay For ItTying A Steak Around Your NeckSlide40
Just because you paid for it doesn’t make it less satisfyingSlide41
Why Pay for It?
EdgeRank
– Facebook’s Visibility AlgorithmAffinity, Time Decay and WeightThe more connections and the more interaction, the more likely your content is seenOrganic EdgeRank has been diminished
Only ~10% of your fans will see an update
New ad units can reinvigorate
EdgeRank
If a tree falls in the forest and there’s no one there to hear…
http
://www.socialbakers.com/blog/1304-understanding
-
increasing-facebook-edgerank
http://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm EdgeRank is Dead!Slide42
Paying for LoveAccelerating Content DiscoverySlide43
Does it work?Slide44
Does it work?Slide45
Like Candy from A BabySlide46
The Magic Recipe
Good Content +
Good Promotion = Winning!Slide47
TargetingNot Just Customers, The Right CustomersSlide48Slide49Slide50Slide51
Campaign Reach: 83498
Frequency: 1.3
Social Reach: 173Connections (Fans): 650Clicks: 670CTR: 0.602%Cost Per Fan: $0.177 Days in JanuarySlide52Slide53Slide54Slide55
Will Scott: At the Intersection of Local and SocialSlide56
RESOURCES
The
Ultimate Beginner’s Guide To Finding Your Audience In Social MediaLinkedIn May Not Be The Coolest Social Network, But It's Only Becoming More Valuable To Businesses4 Tips To Instagram Your BusinessInstagram Usage in the US Surges 35% in 2013, Rivals Twitter for Smartphone
Audience
US Twitter User Base Begins to
Mature
Will Scott: At the Intersection of Local and SocialSlide57
THANK YOU!
WILL SCOTT
wscott@searchinfluence.comsearchinfluence.com/blogtwitter.com/w2scottWill Scott: At the Intersection of Local and Social