strategies to engage in social media - will scott- search influence

@w2scott

© Search Influence, LLC 2012

Will Scott

DigitiZING – Birmingham AL June 27, 2012

@w2scott


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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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


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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BUILDING TRUST

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Setting The StageA little data to whet your appetite.

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http://checkfacebook.com/

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Where the Fish Are!Where do you fish?

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Nielsen Social Media Report, Q3 2011 http://bit.ly/naqGb8

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Importance of Social Engagement

Local Search Usage Study:15miles / comScore, Inc

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Social Customers are Buyers

Local Search Usage Study:15miles / comScore, Inc

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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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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.

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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


• Show Human Side

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Your Blog


• Show Human Side

• Build Relevant Content

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Your Blog


• Show Human Side

• Build Relevant Content

Why Not Blog?• Nothing to Say

• No Time

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Are You Down with OPB?

• What about other people’s blogs?– Bloggers need content– Search out PLU (with an audience)

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Twitter

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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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Twitter Advanced Searchhttp://twitter.com/search-advanced

Finding The Fish: Twitter

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Nearby Tweetsnearbytweets.com

Nearby Tweetsnearbytweets.com


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Chirp Citychirpcity.com

Chirp Citychirpcity.com


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LocaFollowlocafollow.com

LocaFollowlocafollow.com


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Following Tools – Data

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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


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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Yelp (and other review sites)

Give the people what they want

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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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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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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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Connections

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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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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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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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Content

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http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/

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Conversions

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HOW DO YOU MEASURE IT“Excuse me while I whip this out”. Bart, Blazing Saddles 1974

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The Challenge of (none)

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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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Web Forms – Input

Clear call to action Hidden fields trap:

Referrer data URL String for social

©2011, aimClear®

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Web Forms – Output

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Proving It

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Then It Changes

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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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Thank You!

Will Scott•searchinfluence.com/blog•[email protected]•twitter.com/w2scott

Data Courtesy of:– Neilsen– comScore / 15 Miles– BIA/Kelsey

strategies to engage in social media - will scott- search influence

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w2scott search influence

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