SiteLab "Lead by Following" - Social Media Marketing
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Transcript of SiteLab "Lead by Following" - Social Media Marketing
![Page 1: SiteLab "Lead by Following" - Social Media Marketing](https://reader030.fdocuments.in/reader030/viewer/2022013101/5550ad5eb4c905ff618b460f/html5/thumbnails/1.jpg)
Page 1 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
![Page 2: SiteLab "Lead by Following" - Social Media Marketing](https://reader030.fdocuments.in/reader030/viewer/2022013101/5550ad5eb4c905ff618b460f/html5/thumbnails/2.jpg)
Page 2 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
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Page 3 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
WEBINAR AGENDA
Google+ - Quick Overview
Who’s on Google+ and its Increasing Popularity
Google’s “Social Backbone”
Why Your Organization Needs to be on Google+
Concepts of Authorship & Google Search Plus Your World
Why Your Target Audience Will Be on Google+
What’s Next?
Early Adopter Brands – Success Stories
How to Get Started
Tips & Tricks
Q & A
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Page 4 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
SITELAB– TODAY’S SPEAKERS
Matt ParisiOnline Marketing & Search Strategist
Clients: Sunkist Growers, Healthy Place
Twitter: @mattparisi
Jenn BarberSocial Media Strategist
Clients: Wolfgang Puck Companies, Hass Avocado Board
Twitter: @jbarber5000
@Sitelabbers Please tweet freely! #GPlusSLI
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Page 5 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
WHAT IS GOOGLE+ - SEARCH
Page Title
Meta Description
Back Links
Your Connections
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Page 6 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
WHAT IS GOOGLE+ - SOCIAL
Posts Here
End up Here
Share, Hangout, Comment
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Page 7 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Who is on Google+?
Increasingly Popular
Member Count has doubled since
October
4th Largest Social Network (100MM+)
Demographic/Psychographic
Mostly Men (60-65%), Young (18-24) –
US
Technology-themed content, Science
and IT
International: US, India, Brazil, UK,
Canada
Big Cheese in the Tech World: Mark
Zuckerberg, Pete Cashmore
Brands: Ford, Macy’s, Pepsi
Celebrities: Britney Spears has most
fans
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Page 8 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Google’s Backbone
Why?
Not just about Google vs. Facebook
Search connects people to documents
Social Networks connects people with
each other
Google+ connects search and people
Social Backbone Services
Identification/Authentication
Sharing
Notification
Annotation
Communication
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Page 9 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
WHY YOUR BIZ NEEDS TO BE ON G+
New/Evolved/Augmented Google Equation
The old Google equation - more links =
higher rankings
Now: “How much do I trust this link?” –
AuthorRank
Question about links has moved from
where? (website) to who? (author)
Integration of Google Everything
Gmail – Identification/Authentication
Maps – Relationships via Proximity
Docs – Collaboration
Picasa/YouTube – Media Integration
…each one signals Google algorithm for
trust, authority
Will become more important over time
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Page 10 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Google Search + YOUR WORLD
Game Changer
Google’s Experimentation
with Twitter in 2008/09
Facebook has 800MM Users…
Google has Billions
New SERPs – Prominent slots
for Google+ content/people
Search Result Personalization
Rich media integration
Social Proof – +1 button
everywhere
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Page 11 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Google Search + YOUR WORLD
Game Changer
Google’s Experimentation
with Twitter in 2008/09
Facebook has 800MM Users…
Google has Billions
New SERPs – Prominent slots
for Google+ content/people
Search Result Personalization
Rich media integration
Social Proof – +1 button
everywhere
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Page 12 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
*This search was performed while not logged in to Google*
Google’s New SERP
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Page 13 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Google Search + YOUR WORLD
Game Changer
Google’s Experimentation
with Twitter in 2008/09
Facebook has 800MM Users…
Google has Billions
New SERPs – Prominent slots
for Google+ content/people
Search Result Personalization
Rich media integration
Social Proof – +1 button
everywhere
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Page 14 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Google’s New SERP
There is a lot of personalization in search results and this is only increasing over time.
These Google+ users have impacted search results
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Page 15 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Google’s New SERP
New Google+ Box still featured when logged in
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Page 16 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Google’s New SERP
Social Rich Snippets Make Results Much More Prominent, Despite Rank
+1’s Feeding in. On-Site Social Optimization
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Page 17 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Google’s New SERP
Social Engagement With Followers Highly Rewarded in Search
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Page 18 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Google’s New SERP
Image Results ALL from Google+ (Not necessarily 100% of time)
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Page 19 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Google’s New SERP
Ranking Changes: Listing #3 up from #6 Listing #4 down from #3, but has social
markup Listing #5 all new Listing #6 down from #4 Listing #7 down from #5 Listing #8 down from #6 Listing # 9 all new Listing #10 down from #7 Listing #11 down from #9, but has social
markup
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Page 20 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
YOUR AUDIENCE WILL BE ON GOOGLE+
Google is Google
Google has a good track record
Google+ is a top priority at Google
Google is King of Search
Google owns the Playing Field
Better User Experience
Circles – Work vs. Family vs.
Friends
Hangouts – Group Video Chat
Sparks – Easier to Find
Privacy Policy
Edit & Format Posts
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Page 21 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Should I be on Google+?
Social Search
Share passions with Others –
Twitter vs. Facebook vs.
Google+
Broader conversation
Hangouts – Video
Conferencing
Demographics
International Market
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Page 22 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
WHAT NEXT?
Early Adopter Brand Success Stories
Intel – Engagement
Williams-Sonoma – Content
Ford – Integration
How to Get Started
Setting up a Profile
Circles
Tips & Tricks
Get more followers
Tagging and Editing Posts
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Page 23 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Success Story: Intel
Key to Success: Engagement
Scrapbook (“Photostrip”
shows their creativity)
Engages its community with
questions
How much content they would
like to receive about the
brand
Which circle they think they
belong in
“We’ve added a new circle to our
page today: Jobs at Intel.”
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Page 24 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Success Story: Williams-Sonoma
Key to Success: Novel Content
Huge Success despite not
being in the technology sector
Posts 1x/day
Instead of broadcasting about
products, creates content
around products
Tags Partners in Posts
Includes rich media in almost
every post
“I am definitely trying this recipe! Just
downloaded it! I will let you know how good it
is!”
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Page 25 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Success Story: Ford Motors
Key to Success: Social Integration
Integrates with Storify, Google
Maps
TheFordStory.com is now
Social.Ford.com for SEO
Blog Posts on Google+
Uses Humor Effectively
Got in Early
Scott Monty: More “sincere &
intelligent conversation” on
Google+
“Don’t try this at
home… ;-)”
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Page 26 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
How to Get Started
Setup a Profile
Gmail
Register – Google Direct Connect
Optimize
Tag Line and Bio
Connect
Connect other SM profiles
Start following your partners
Post & Engage – be
conversational, use KWs &
Trending Topics, Tag
Connections
Google Direct Connect
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Page 27 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
Google+ Tips & Tricks
Pages can’t circle people
Format Posts
Edit Posts after posted
Use animated gifs…sparingly
Use your page as individual
for more followers
Use for prospecting – circles
anonymous
+1, Comment AND Share
No pretty URLs yet
Use Pictures, a lot
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Page 28 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
GOOGLE+ WEBINAR RECAP
What We Hope You Learned Today
Why your business should be on
Google+
How to establish your Google+
presence now and grab followers
before your competition
How "Search Plus Your World" has
impacted how your customers may
(or may not) find you through search
How early adopter brands have
learned to optimize their profiles and
content
Helpful tips for circling, posting,
responding and sharing
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Page 29 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential
GOOGLE PLUS – Q & A
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Page 30 Copyright © 2010 – SiteLab Interactive – Proprietary and Confidential