Your Digital IQ: Boost Your Business and Brand with Web 2.0 and Social Networking

Your Digital IQ: Boost Your Business and Brand with

Web 2.0 and Social Networking

Your Digital IQ

Agenda

6:00 pm - 6:10 pmOpening Remarks: Brian Jones, Chief Operating Officer & Creative Director, CMI

6:10 pm - 6:35 pmSocial Media: Brian Jones, Chief Operating Officer & Creative Director, CMI

6:35 pm - 6:55 pmSEO/SEM: Brian Jones, Chief Operating Officer & Creative Director, CMI

6:55 pm - 7:20 pmWeb Architecture: Don Mancuso, Vice President of Sales & Marketing, CMI

7:20 pm - 7:35 pmConversion: Don Mancuso, Vice President of Sales & Marketing, CMI

7:35 pm - 7:55 pmQ&A Session 7:55pm - 8:00pmClosing Remarks

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MW

Conf. Rm. D

E E E

Security Desk/Sign-in

Restrooms/Map

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• One billion people connected to Internet• Four billion have mobile phones with data-capable smart phones now

providing over 50% of new phone sales• More than four hundred million people are sharing billions of pieces of

content and experiences each week via online exchanges

Some facts & figures

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• Content• Context• Connection• Community

Content + Context + Connection + Community = Social Media Marketing

4 Cs of Marketing

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The Social Media Pyramid

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[+]• Cost-Effective• Can create a lot of potential

traffic• Promotes otherwise non-

existent connections between people

• Attracts attention to your site or product or service

• Can help build loyalty and long-term relations with your audience

• A fun and creative method of doing business

The Pros and Cons of Social Media

[–]• Wrong brand strategy could

damage your online reputation

• Potentially time consuming• Need to know how it works• Can have a negative

influence on worker productivity 

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So you have decided to use social media.

What’s next ?

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• What are your business goals?• What are the needs of my business? • What am I using the site for? • Whose attention am I trying to get?

Questions you should ask

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Your Toolbox

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Map to Success

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• Choose a tool(s)• Target specific keywords / Keyword targeting • Define searches• Refine searches• Filter out irrelevant info• Refine searches• Analyze results

Essentials of Social Media Monitoring

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• Stay involved• Don’t believe that you cannot measure ROI on

social media• Don’t overdo it• Quality Content + Viral Marketing

= Success on social media• Listen and engage with your clients and

customers• Use your social media time wisely

Long-Term Success

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STAY COMMITTED

So in short…

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• Integrate your social media profiles • Develop links to your social media sites• Create your own social media broadcast

system • Have a consistent participation schedule • Be active and participate in your own

community daily

Keeping it Together : Tips & Tricks

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• B2B marketers (93%) cite LinkedIn as their single most important social channel, according to a new report from B2B Online

• Among surveyed B2B marketers who conduct social marketing, 26% cite LinkedIn as their single most important social tool, 20% cite Facebook, 19% cite blogging, and 14% cite a customer community as their top tool

Social Media and B2B

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• They are important but not 100% reliable in building buzz

• Good to know about but don’t put all your eggs in that basket

• Social Media is about relevance• Needs commitment• Needs clear goals

Online Influencers

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Web Video

Online video is everywhere: creation, distribution and sharing of online video is easier than ever

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Some Facts

• According to comScore, nearly 179 million Americans watched online video in June 2011. In the same month, Americans also watched 5.3 billion online video ads, with each viewer experiencing an average of 35.6 online video ads

• YouTube is the primary place online videos are viewed, as YouTube ranks as the second most popular search engine, and it focuses completely on video content. The massive online video search engine attracted just fewer than 150 million people in June 2011

• Online video database Khan Academy is helping the popularity, relevance and value of online video increase through their library of over 2,400 educational web videos

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Questions

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SEO or Search Engine Optimization, is theprocess of optimizing your website on the way torank high in the search engine. A high searchengine ranking is one of the most efficient waysto get quality, targeted traffic to your websites.

What is SEO ?

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• Accessibility • URLs, Title tags, Meta Data • Search friendly text • Information architecture

Successful SEO focuses on:

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Site Traffic and Title Tags

The title tag is at the top of the page and tab in a web browser

It enables : • Visibility• Ranking• Organization

An effective title tag:• Persuades people to click.• Includes a few relevant keywords.• Accurately matches the page content and your goals• Shouldn’t be less than 70 characters long

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Heading Tags

• Comparable to the headline and subheads of a newspaper or magazine article

• An H1 heading is visible text on a web page that tells both search engines and people what the page is about

• The HTML element of heading tags will help Search Engines understand the importance of your information, as well as the fact that they are just one more place to put important keywords

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Meta Description

• The meta description of a web page often appears in search results as the description for that page

• Search engines do not use the meta description to help rank a page in search results, it's like an ad for the web page

• An accurate, compelling meta description, can entice more people to click on that page in search results  

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Alt text

• Helps visitors to your site who may potentially have hearing or visibility impairments, or even people that don’t have the suitable up to date requirements for a certain webpage get a better understanding of your website

• Provides a text description of the non-textual elements in your site

• Reinforces the optimization potential of these non-textual elements by providing yet another space to insert important keywords and information

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What is this ?

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• Keywords (different modes of searching –cultural and different words)

• Differences in search across cultures: “These are often cultural, and peculiar to searching habits, in addition to known linguistic differences.”

• Concise/clear metadata to increase visibility and efficiency of site organization.

Things to think about

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« The more you publish, the more search engines love you »

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• This is why Social media is important to SEO /SEM because it gives you more presence on the web (more outlets for publishing material)

Content + Links = Search Engine Success

More Content, More Visibility

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For a boost in search engine visibility, follow a Social Media Roadmap

Social Media Roadmap

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• Find the audience 

• Define your objectives : the role of SEO in a social media effort is to directly influence discovery of social communities or content via search

 • Establish a game plan : focus on content and interaction, since

it is content that people discover and share • Create a tactical mix based on your findings of where the

desired audience spends its time interacting with and sharing content

• Measure your goals: goals measurement should roll up to the specific objectives, both direct and indirect

Following a Social Media Roadmap

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How can we measure the ROI of social media ?

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1. Defining Clear Goals: it is important to know what you want/need

2. Metrics Tools: Knowing which are the right tools to help you achieve this

Two helpful ways to go about this

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Google AnalyticsFree and it can provide a really powerful baseline for a variety of different factors

Some Helpful Tools for Measuring

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OmnitureSlew of services available for businesses, including components that track Facebook and Twitter metrics

Some Helpful Tools for Measuring

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PostRank AnalyticsMeasures socialengagement on other platforms and services

Some Helpful Tools for Measuring

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HootSuite A great Twitter manager but also offers impressive analytics

Some Helpful Tools for Measuring

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Case studies

Before After

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Case studies

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Case studies

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If executed correctly, Social Media can provide reliable returns as well as be an invaluable marketing tool

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• When using social media, stay relevant.

• The more you publish, the more search engines will like you and your business will gain more visibility.

Conclusion

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For questions or copies of presentation :bjones@cminyc.com

Thank You !