Social Media, Search and Digital Asset Optimization

© Advanced Media Productions

AdvMediaProductions.com

Social Media, Search and Digital Asset Optimization

Louise RijkVice President of Marketing and Sales

Advanced Media Productions



Agenda

1. Search Marketing

2. The Buying Cycle

3. Intro to Social Media

4. Facebook & Twitter

Search and Social Media:



Search Marketing

Part ISearch and Social Media:



E-Mail Marketing

SearchEngine

Marketing

Affiliate Marketing

WebsiteDevelopment

&Landing PageDevelopment

OnlineDisplay

Ad & RichMedia

Advertising

SocialMarketing

OnlineReputation

Management

Photoshare/Videoshare

SocialNetworking

SocialBookmarking

Social NewsPodcasting/Videocasting

BusinessBlog

Marketing

OrganicWeb/Universal

Search

Mobile Search

OrganicImageSearch

ShoppingComparison

Search

OrganicVideoSearch

PaidSearch

Components of Internet MarketingSearch and Social Media:

Real-timeSearch

SocialSearch



“Types” of Search

- Traditional Organic or Algorithmic Search- Blended search/Universal, personalized and local search

- Vertical Organic Search- Image search, video search, shopping search, news search,

blog search

-Organic Real-time Search- Twitter Search

- Social Search- Aardvark, ChaCha, Manalo

- Paid Search- National and local PPC – Yahoo! Search Marketing, Google

AdWords and Microsoft AdCenter- Tag Advertising (Google Places)




Universal Search

Image Results

Organic Web Results

News Results




Image Search

Image Results




Video Search

YouTube Results

Crawled Results

Google Crawled Video




Shopping Search

Shopping Results




Social SearchSearch and Social Media:



Organic Real-time SearchTwitter Search




Organic Real-time SearchReal-time Google Search

Real-time Results




Local Search

- “Triggered” by Search Queries with a Local Intent

- Organic or Algorithmic and PPC




Google – Local Organic Web Results (10-box)

Local 10-Box Results

Local Organic Web Results




Google – Local Web ResultsResults Without Geographic Modifier

Local 10-Box




Organic Local Search Results

Google – Local Organic Map ResultsSearch and Social Media:



Google – Local Organic Map Results (Infobox)

Organic Results (Infobox)

No Link




- How To Optimize for Google Maps Organic Listings

- Presence of a Business Profile/Listing at the Google Local Business Center

- Relevant locality and neighborhood keywords in the business name and copy of the local business listing

- Proximity of the business location to the city and/or center of the city

- Positive reviews and the numbers of reviews

- Number of “local” links pointing to the web site

- Overall web site organic search engine optimization status

Google – Local Organic Map ResultsSearch and Social Media:

Mobile Search

- “On-Deck” and “Off-Deck” Search Services

- Built-in the Carrier Search (Yahoo, Bing [Verizon], Google)

- Web Access (Browser – Google, Yahoo, Bing, others)




Search Term

Google News

Results

Sponsored Search Results

Google Map

Results

Sponsored Search Results

Google Map

Results




Search & Mobile Search Marketing



Shopping Results

PPC Results

Google – PPC SearchSearch and Social Media:



Google – PPC Search

Expanded Plus Box Results

Normal PPC Results

Google AdWords Product Plusbox (Beta)

Plus Box Expanded




Google - PPC Local Business Ads

PPC Local Business Ad




PPC Business Ad (Infobox)

Link to Site

Google - PPC Local Business Ads (Infobox)Search and Social Media:



- Local Business Ads

- How to Start a Local Business Ad Campaign

- Establish a Business Profile/Listing at Google Places

- Set-up a Google Adwords Local Business Ad Campaign at Google Adwords

Google - PPC Local Business AdsSearch and Social Media:



The Buying Cycle

Part IISearch and Social Media:



Pre

Beginning

Middle

End

Spread

Awareness

Familiarity

Consideration

Purchase

Advocacy

Need

Search

Choices

Call to Action

Buzz

Buying Cycle

Internet

Need

Sales

Time


5 Customer Evolution Steps



- Users are already in the buying cycle

- Branding

- Long-tail Keywords


Why Search?



Pre

Beginning

Middle

End

Spread

Awareness

Familiarity

Consideration

Purchase

Advocacy

Need

Search

Choices

Call to Action

Buzz

Buying Cycle

Internet

Need

Sales

Time





1. Research and assign value

2. Selection and exclusion

3. Refine the list


Keywords



Google AdWords Keyword Tool- Generates ideas based on user input- Scans a pre-existing site for related keywords

Google Search-based Keyword Tool- Ability to sign-in and add directly to AdWords- Based on actual search queries

WordTracker- Generates ideas based on user input- 3rd party

SpyFu- “Spy” on your competition- Access to advertising spend information


Keyword Tools



Pre

Beginning

Middle

End

Spread

Awareness

Familiarity

Consideration

Purchase

Advocacy

Need

Search

Choices

Call to Action

Buzz

Buying Cycle

Internet

Need

Sales

Time





- Identify personas (different types of audiences)

- Set goals

- What’s the “Marketing Message”?

- Assign your call-to-action

- “Path to Conversion”

- Report

- Test, test, test!


Conversion



Pre

Beginning

Middle

End

Spread

Awareness

Familiarity

Consideration

Purchase

Advocacy

Need

Search

Choices

Call to Action

Buzz

Buying Cycle

Internet

Need

Sales

Time





Intro to Social Media

Part IIISearch and Social Media:



LinkedIn


The Return of the Conversation in the Social Order

Fragmentation of Media Consumption, More Consumer Control over Media,Declining Consumer Trust, New Internet Technologies




What is Happening in Marketing?



- Online Tools/Technologies and Practices to Collaborate on Content, Share Opinions, Insights, Experiences and Media

- Media: Text, Images, Audio and Video

- Tools/Technologies: Blogs, Message Boards, Podcasts, Wiki’s, Social Media Networks


Defining Social Media





- Educate Your Management and Organization About Social Media

- Set Clear Goals for Measuring Success

- Be Honest, Disclosure and Be Transparent About Who You Are

- Engage and Educate. Don’t Try To Promote and Hard Sell

- Welcome Feedback, Both Positive and Negative

- Use Rich Media (Video, Audio and Animation)


Tips for Using Social Media



- MySpace, Facebook (Social Networking)

- LinkedIn, Plaxo (Business Social Networking)

- Flickr (Photo Sharing)

- YouTube (Video Sharing)

- Digg, Reddit (News Sharing)

- Del.icio.us (Bookmark Sharing)

- Twitter (Microblogging)

- FourSquare, Gowalla (Location-based)


Social Media Applications

Web Widgets- Utilities/Entertainment

- HTML, Flash & Javascript- Copy/Paste on Web Site/Blogs

Benefits- Brand visibility

- Drive web site traffic- Brand engagement- Data acquisition


Web Widgets/Social Network Applications



Social Network Application- Utilities/Entertainment

- “Lives” inside a social network- Based on Facebook or

MySpace/OpenSocial

development platform

Benefits- Viral brand visibility within established

friend

relationship

- Large reach and deep brand

engagement

- Generates web site traffic


Web Widgets/Social Network Applications



Twitter & Facebook

Part IVSearch and Social Media:

What is Twitter?



- Free micro-blogging, micro-sharing platform

- With Twitter you can:

- Send short 140 character messages (Tweets) from your

internet browser, desktop or mobile phone to “Followers”

- Receive Tweets from individuals you have decided to

“Follow”

- Pass on messages (RT = Retweet) to “Followers” from

individuals you have decided to “Follow”

- Perform a keyword search for Tweets about

conversations and events as they are happening

- Build relationships and engage in knowledge sharing


Set-up a Twitter Account



- Personal Account, Business Account or

Both

- Choosing a name (Twitter Handle)

- Customize/Personalize


Twitter Custom Profile




Twitter Components (Home Page)



- Updates

- Follow/Followers

- Unfollow

- @Replies

- #Hashtag

- Direct Messaging (DM)

- Retweets (RT)

- Native Retweets

- Link Shortening


Tweet Composition



- Always include a link to a blog post, news

article, video or image (25% of all Tweets have links)

- Do not use up all 140 characters, save about

15 characters of space for Retweets

- Tweet 5 to 8 times a day and space them out

throughout the day, if possible

- Only 15% of tweets should be related to

promoting the company, product or services

- Grow Twitter following slowly but steadily.

100-200 per month is a realistic goal for most businesses

- Write, if possible, keyword-rich tweets


The Art of Retweeting (How-to Retweet)



Retweet Format:

Retweet: @originalPoster The 5 Best Blog Tips http://is.gd/56f - great tipsRT Credit Original Message with

Link

Comme

nt- Only retweet content that is truly interesting and relevant

- Include additional value or some original thought for your followers

- Give credit to the source

Benefits:

- Benefits your brand

- Build relationships with original poster

- Inspires further conversations

- Can be shared across multiple social networking sites (e.g. Facebook)


http://is.gd/56f

Twitter “Tweets”



Direct tweet

Retweet (RT) / Native Retweet

General tweet (with shortened URL)


Twitter Tools



- URL Shorteners: bit.ly, su.pr

- Desktop Apps: TweetDeck, Twitteriffic,

Twhirl

- Statistics: TweetStats, TwitterCounter

- Mobile: Twitterberry (Blackberry),

Twitterfon, Tweetie (iPhone)

- Search: Twellow, MrTweet, Twubble

- Monitoring and Analysis: Radian6,

Sysomos, Viralheat




Twitter for Online Marketing and Customer Service

- Twitter as an Online Marketing Tool- Increases brand visibility

- Establishes authority & “thought

leadership”

- Generates online and offline WOM

- Promotes discounts, coupons and deals

for

products and services




Twitter for Online Marketing and Customer Service

- Twitter as a Customer Service Tool- Product research and feedback through

polling of

“follower” network

- Quick problem solving – Builds customer

loyalty

and enhances brand image


Twitter Business Goals



- Connect with customers and build

customer loyalty

- Increase brand visibility

- Generate leads

- Promote discounts, coupons and deals for products and services

- Customer service – quick problem

solving

- Generate web site or blog traffic (from links in Tweets)


Twitter Business Examples: Dell (Sales)




Twitter Business Examples: Comcast (Cust. Support)




Twitter Business Examples: JetBlue (Branding)




Twitter Business Examples: Zappos






- Business Profiles

- Communication and Messaging Channels

- Social Community and “Friend” Network Participation

Social Networking Site Building BlocksSearch and Social Media:



- Facebook Profile- Landing page for friends to engage with your identity/brand- Personal info, work info, photos

- Facebook Page- Page for businesses to establish a brand within Facebook- Business content (text, images, video), Facebook applications

- Facebook Group- Build community around a brand or company- Central place for customers, partners and Fans to participate in conversations about a brand

Facebook Viral Marketing “Tools”Search and Social Media:



Mini-Feed

Ads

Wall Post

Status Update

Facebook ProfileSearch and Social Media:



Facebook PageSearch and Social Media:



Facebook GroupSearch and Social Media:



- Share/Post on the Facebook Profile- Encourage friends and profile visitors to visit the Facebook Page

- Create Events within the Facebook Page- When fans RSVP, their friends will see the response in their Newsfeed

- Post Messages in Related Facebook Groups

- Email the Facebook Page URL to Your Mailing List- Can be used to invite contact to become “Fans”

- Purchase Social Ads to Promote the Facebook Page

Promoting the Facebook PageSearch and Social Media:



- Update frequently; keep it relevant and keep yourself on the

“new stuff” screen of friends

- Play with privacy settings to control what friends, co- workers and people you don’t know can see about you

- Friending – Briefly explain who you are and why you are requesting a new friendship/connection

- Friending – Check out profiles or ask for clarification before

accepting someone else’s request

Profile Maintenance, Contact and Content Updates




Digital Asset Optimization – Hosted Content

Web Site

Hosted Video

Podcasts

BlogsPress

Releases

White Papers (PDF) Google

Search Engine

Images

Google Crawl




Digital Asset Optimization – Posted Content

Posting

News/Tip Sheets/How To’s

(Digg/StumbleUpon)

PowerPointPresentations

(SlideShare.net)

Posted Video(Video Sharing –

YouTube)

Posted Images(Image Sharing – Flickr)

Press/News Releases(PR Web, BusinessWire,

PRLeap)

LinkedIn ProfileFacebook PageTwitter Tweets


Advanced Media Productions (@AdvancedMedia)888-755-5151 x17

www.AdvMediaProductions.com



Thank You!Search and Social Media:

Kenny [email protected] of SEO and Social Media

Louise [email protected]

mVice President of Sales and

Marketing

Social Media, Search and Digital Asset Optimization

Business

Transcript of Social Media, Search and Digital Asset Optimization