@shiraabel

Oh, my!

@shiraabel

• 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

Shira Abel

@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)

@shiraabel

People Like to Share

@shiraabel

Gained Mind Share = Loyalty

@shiraabel

@shiraabel

Integrate Social Into Your Strategy

This one scares me…

@shiraabel

Strategy & Real Engagement Works

YouTube Views 2009

YouTube Views 2010An ave. increase of 176%

@shiraabel

Different Platforms = Different Results

@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

@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

@shiraabel

Google+ “Search Plus Your World”

Google+ posts are now showing up higher than brand websites or other social platforms in Google’s SERPs

@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

@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

@shiraabel

For Lifetime Post Value

@shiraabel

People are Sharing

@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

@shiraabel

Discovery & Retention

@shiraabel

WHEN YOU HAVE TO BUY THEIR LOVE, YOU’VE LOST

Social is not like SEM or SEO

@shiraabel

Have a heart. Show you care.

@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…)

@shiraabel

Thank Yous, References, & Reads

http://www.emarketer.com/Article.aspx?R=1008764&ecid=a6506033675d47f881651943c21c5ed4

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

@shiraabel

Where is Your Customer?