@w2scott
© Search Influence, LLC 2012
Will Scott
DigitiZING – Birmingham AL June 27, 2012
@w2scott
© Search Influence, LLC 2012
The most important thing in business is sincerity…
If you can fake that, you’ve got it made.
@w2scott
© Search Influence, LLC 2012http://www.flickr.com/photos/sheepies/
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© Search Influence, LLC 2012http://www.flickr.com/photos/seandreilinger/
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© Search Influence, LLC 2012http://www.flickr.com/photos/darrenhester/
http://www.searchinfluence.com/2010/11/have-you-measured-it/
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© Search Influence, LLC 2012
Will Scott• Working Online since 1994• Promoting Sites since 2000
Search Influence• 45 Full-Time employees• > 40 Contract writers• Largest Online Marketing Firm on Gulf Coast• Nationally recognized in Local Search & Social
About Me
@w2scott
© Search Influence, LLC 2012
What’s Coming
Your Social / Media Opportunities– Blogs, YouTube, Flickr, Facebook, Twitter
Finding PLU– Your people, online
Engagement– Getting the word out
Measurement– You’ve built it, they’ve come
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© Search Influence, LLC 2012
BUILDING TRUST
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
Setting The StageA little data to whet your appetite.
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© Search Influence, LLC 2012
http://checkfacebook.com/
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© Search Influence, LLC 2012
Where the Fish Are!Where do you fish?
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© Search Influence, LLC 2012
Nielsen Social Media Report, Q3 2011 http://bit.ly/naqGb8
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© Search Influence, LLC 2012
Importance of Social Engagement
Local Search Usage Study:15miles / comScore, Inc
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© Search Influence, LLC 2012
Social Customers are Buyers
Local Search Usage Study:15miles / comScore, Inc
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© Search Influence, LLC 2012
Use of Social Networking Sites for Local Search
Overall Use of Social Networking Sites to Search for Local Business
(Primary and Secondary Source)
Use of Social Networking Sites for local business searches has increased 67% since 2010. Facebook proves to be the Social Networking Site most frequently used to find local business information.
* Response Added in 2011
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© Search Influence, LLC 2012
Consumer Review Submission
Submit Consumer Reviews
Number of Reviews Submitted in Past 30 Days
55%
76%
Use of Consumer Ratings and Reviews
Social network local business users are heavily engaged in social aspects of local business search through profound usage of and contribution to consumer reviews sites.
@w2scott
© Search Influence, LLC 2012
US Local Search: Mobile Vs. Desktop
In 2015, mobile local search volume will surpass desktop search for the first time
By 2016, we expect mobile local search to exceed local desktop search by 27.5 billion queries
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SMBs Considering Social Media Activities (Next 12 Months)
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Why You Want a BlogStaking your claim
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Source: HubSpot, http://bit.ly/fTFsKg
Blogging – The Data
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Source: HubSpot, http://bit.ly/4evTc
Also: 97% more links and 434% more indexed pages
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Your Blog – Home Base
Why Should you Blog?• Educate, Inform, Answer Questions
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Your Blog
Why Should you Blog?• Educate, Inform, Answer Questions
• Show Human Side
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
Your Blog
Why Should you Blog?• Educate, Inform, Answer Questions
• Show Human Side
• Build Relevant Content
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
Your Blog
Why Should you Blog?• Educate, Inform, Answer Questions
• Show Human Side
• Build Relevant Content
Why Not Blog?• Nothing to Say
• No Time
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© Search Influence, LLC 2012
Are You Down with OPB?
• What about other people’s blogs?– Bloggers need content– Search out PLU (with an audience)
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
Keys to Twitter Engagement
Following• Identify, follow and interact with local Tweeps
Presence• Twitter stream moves fast – active messaging
and repetition help
Interaction• Be in the conversation & promote local
tweeps http://www.chrisbrogan.com/19-presence-management-chores-you-could-do-every-day/
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© Search Influence, LLC 2012
Twitter Advanced Searchhttp://twitter.com/search-advanced
Finding The Fish: Twitter
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Nearby Tweetsnearbytweets.com
Nearby Tweetsnearbytweets.com
Finding The Fish: Twitter
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Chirp Citychirpcity.com
Chirp Citychirpcity.com
Finding The Fish: Twitter
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© Search Influence, LLC 2012
LocaFollowlocafollow.com
LocaFollowlocafollow.com
Finding The Fish: Twitter
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© Search Influence, LLC 2012
Following Tools – Data
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© Search Influence, LLC 2012
Who has time for this?
• Give to get– What do you have to offer?– Who are you following? What do they have to
say? Why don’t you share?– You don’t have to be online all the time.
• Can you plan ahead?– Brainstorm, what could you share?– Do you know of upcoming events?
Think local!
@w2scott
© Search Influence, LLC 2012
Presence – Dealing with ADTD
• ADTD = Attention Deficit Twitter Disorder
• Your followers aren’t all online right now• Tweet early, tweet often• Repeat often when pushing promo / offer• Be conversational
• It’s a “Social” media (or as I say re: SEO, some of the best link-building is done offline)
• Highlight smart / witty / informative tweeps
• Do like your mama tol’ ya, don’t be ugly
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© Search Influence, LLC 2012
Yelp (and other review sites)
Give the people what they want
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© Search Influence, LLC 2012
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Yelp, Not Just for The Left Coast
• Yelp Powers Siri– Voice search is coming to a phone near you– Yelp rankings correlate to Siri results
• Apple Maps– Details unknown – Yelp integration likely
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© Search Influence, LLC 2012
Google+ (Local)
The 800 pound gorilla gets (maybe) social
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FacebookWhere the fish are.
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Finding People Like You
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© Search Influence, LLC 2012
Demographic Targeting
• Directly advertise to your core audience based on profile information
• No organic competition– Unlike Search Engine Advertising, there is not organic
results to compete with
• Eliminates ad blindness due to oversaturation – Ads from different industries are often show together
• (Example: marketing, musician fan page, and restaurants)
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
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Connections
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© Search Influence, LLC 2012
EdgeRank Explained
Facebook visibility is driven by EdgeRank, FB’s internal algorithm:
– Affinity – demonstrated “like”– Edge Weight – depth of connection– Recency – Self-explanatory– Media Types – Images, Videos, Polls, etc. get
more weight
More fans are better and if they interact, better still.
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© Search Influence, LLC 2012
What’s an Edge?
http://www.icoachmath.com/math_dictionary/Edge.html
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What’s a Face?
http://www.icoachmath.com/math_dictionary/Face.html
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http://checkfacebook.com/
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
Campaign Reach: 83498Frequency: 1.3Social Reach: 173Connections (Fans): 650Clicks: 670CTR: 0.602%
Cost Per Fan: $0.17
7 Days in January
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© Search Influence, LLC 2012
Content
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http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
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Conversions
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
HOW DO YOU MEASURE IT“Excuse me while I whip this out”. Bart, Blazing Saddles 1974
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© Search Influence, LLC 2012
The Challenge of (none)
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© Search Influence, LLC 2012
The Challenge of (none):URL Shorteners
• TinyURL.com– http://tinyurl.com/ - the original
• bit.ly– http://bit.ly/
• budurl– http://budurl.com/
• Ow.ly– http://ow.ly/ - built into Hootsuite
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© Search Influence, LLC 2012
Web Forms
©2011, aimClear®
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© Search Influence, LLC 2012
Web Forms – Input
Clear call to action Hidden fields trap:
Referrer data URL String for social
©2011, aimClear®
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© Search Influence, LLC 2012
Web Forms – Output
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© Search Influence, LLC 2012
CallsThe Holy Grail for Many Businesses:
©2011, aimClear®
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Calls - Output
©2011, aimClear®
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© Search Influence, LLC 2012
Proving It
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Then It Changes
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© Search Influence, LLC 2012
http://gigaom.com/2012/02/21/facebook-is-set-to-release-a-new-premium-ads-product/ http://www.acquisio.com/social/3-essential-tactics-to-optimize-organic-facebook-posts-for-page-post-ads/
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© Search Influence, LLC 2012
Thank You!
Will Scott•searchinfluence.com/blog•[email protected]•twitter.com/w2scott
Data Courtesy of:– Neilsen– comScore / 15 Miles– BIA/Kelsey