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Presented by Liana “Li”
Evans
Digitizing : June 2013
Helping organizations develop, deploy and measure effective digital strategies
Local Marketing + Social Media = Success for Businesses!
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And Thanks to Google….
-Matt Cutts, Google Senior Spam Engineer (SMX Advanced 5/2013)
Mobile Marketing is Just as Important Too!
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of online users count on social media when making a purchase decision. (Source: Nielsen)46%
25%of consumers who complain about products on Facebook or Twitter expect a response within 1 hour. (Source: American Express)
32% of consumers prefer to get short updates from brands via social media. (Source: Vocus)
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of customers expect businesses to be active in social media. (Source: Vocus)85%
80% of U.S. social network users prefer to connect with brands through Facebook. (Source: Vocus)
81% of customers reach out to friends and family members on social networking sites for advice before purchasing products. (Source: Vocus)
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Where The Heck Do I Start
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Because We All Can’t Have Grumpy Cats…
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You Start By Listening
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People Want to Feel Valuable
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They Want to Be Heard
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Don’t Just Jump In!
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Understand What’s Out There
SocialNews
SocialNetworking
Blogging Forums
SocialSharing
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Social Media World
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Social News (Crowd Sourced Content)
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Social Sharing (Livecasting)
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Social Networking
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Social Bookmarking
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Blogs
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Everything Else Social
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Fish Where the Fish Are
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Know What Your Audience Does
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• And You Shouldn’t Be!!
• Focus on 1-3 Areas – And Do Them Well– Facebook & YouTube– Twitter & Pinterest– Blog, Instagram & LinkedIn– Slideshare, Facebook & Pinterest
You Can’t Be Everywhere in Social Media
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Provide Value!
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Big Tony Isn’t Sexy….. But He Provides Value!
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But….It’s Not Just on Twitter or Facebook Where They Complain!
But Remember That 25% That Complain?
25%of consumers who complain about products on Facebook or Twitter expect a response within 1 hour. (Source: American Express)
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Example – BHM (Birmingham Airport) & Foursquare!
They Complain on Other Social Networks!
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BHM (Birmingham-Shuttlesworth Airport)
6 Out Of 7 Tips Are Negative
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Delta Didn’t Deliver…..
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• The Airlines or The Airport?
• ……. The Answer is Both & They Should Work in Conjunction to Fix the Issue!
• The lesson here is … social media happens whether you are paying attention or not!
Who Should Care?
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Social media advertising has the reach of TV with unprecedented targeting (Experian Digital Marketing Report)
Measure & Target What You Do!
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Because Social Isn’t Just About Social Anymore
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Local & Mobile Are Forever Entwined
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of Americans have substituted the Internet and local search for phone books (comScore)54%
85%of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. (Google Mobile Movement Study, 2011)
70% of searches on a mobile device are followed up with an action within one hour (Bing)
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mobile coupons will be redeemed in 2013 with an aggregate value of $2.1b (Location Based Marketing Association 2013)70m
50% of local searches do not occur on search engines, but on directories and apps
50% of all local searches are performed on mobile devices.
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Opportunities Abound!
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Small Businesses Missing Big Opportunity
60%Don’t Have Their Phone Number
On Their Website!
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• Claim Your Locations Search Engines– Google + for Business– Bing Local
• Claim Your Locations on Social/Mobile Sites– Foursquare– UrbanSpoon
• Claim Your Locations on Review Sites– Yelp– Trip Advisor
Stake Your Claim!
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• Register Your Site For:– Google Webmaster Central– Bing Webmaster Central
• Use the Free Tools– Google’s Structured Data Tool– Linking To Google’s Places (Google + for Biz)– Author Tool
Get Friendly With the Search Engines
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What is Structured Data
Structured Data (Schemas/Rich Snippets) & Feeds
• In layman’s terms, think of it as “signals” to tell search & social sites that utilize it, what kind of data you are giving them
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Structured Data (Schemas) & Feeds
• Why Is It Important?
• When utilized in conjunction with tools like Webmaster Central, Site Maps & Social Data it can send more relevant information to both the search engines and social sites about the content on your site
• Why Should You Utilize It?
• Most Compelling Reason? Google appears to prefer sites that utilize it in their search results. Think about:• Recipes• TV Shows• How To Guides• Events
• Allow Your Content To BePresented In More Interactive Ways
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But How Can I Use Feeds & Structured Data EASILY ?
• Google Highlighter Tool
• Easy To Use – Point & Click Tool Allows You to Add the “Rich Snippets” Google Wants• Automatically Updates Information• Integrates with Google Products - Webmaster Central and Google Analytics
• You’re sitemaps will have the structured data tags in them• Tag 3-5 pages and Google can figure out similar pages automatically
• Why Utilize It?• It’s Free!• You don’t have to be a programmer or know code!• Google highlights the structured data in snippets rather than randomly pulling a “snippet
description”
• Google Even Shows You How to Use It
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Small Business Example Using Structured Data
We Sell Drinks!6/25/2013
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But The Bands
Bring In Repeat Customers
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Google Data Highlighter
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Google Data Highlighter
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Search Results Improve!
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We Decided To Do More!
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Results Are More Interactive
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Google Data Highlighter
• Google Figures It Out On Its Own• Once you tag a page or similar pages, when Google’s spiders bring back your data, it
figures out how your structured data has updated, been added or deleted.
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Utilizing Other Structured Data
• Social Networking Sites • If there’s content for your social profiles, show it off on your own sites
• Photos – Pinterest, Flickr• Reviews – Yelp, TripAdvisor• Checkins – Yelp, Foursquare• Videos – YouTube, Vemeo
• Most Social Networking Site Allow You To Promote Your Social Content• Think of it as using “your” feed of “stuff” from their site, on your own• Free API Access• Widgets
• Guess What – This Data Is Usually Structured, or Can Be Easily Structured Easily
• Don’t Go Overboard!• Beware – Duplicate Content!
• Most of these sites have more clout than you!• Only pull enough content to “get the point across”• Utilize it to present your company as an authority & relevant
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Integrate Social Network Content
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It’s About User Experience
• Don’t Misuse the Schema Tags• Google & Bing are smart, they realize when programmers are manipulating certain
structured data tags• If the data isn’t relevant, it won’t get clicked on, that’s a big signal to the search engines
• It’s About Presenting Your Content in the Best Way Possible• The more “interactive” a search result, the more clicks you get• The more “relevant” a search result, the more clicks you get• The more “authoritative” a search result, the more clicks you get
• “Signals” to Search Engines Help Them Understand YOU Better • Presents your site’s content in a more compelling manner to the user• When combined with feeds & sitemaps from other sites, it sends “signals” to the search
engines that you find the other site’s content relevant as well
• Remember it isn’t just “search” any more!• Social Networks• Mobile Apps
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• Don’t Try To Be Everything to Everyone– Be Valuable to Your Target Audience!
• Don’t Expect to Be Everywhere– Concentrate on Where Your Target Audience Is!
• Stake Your Claim!– Verify/Authorize Your Accounts on Social Media, Mobile
and Search sites that focus on Local• Get Your Phone Number & Address on Your Site in
TEXT (images can’t be read)– Be the 40%!
In Summary
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Contact
• Liana “Li” Evans, Senior Solutions Consultant• [email protected]• Facebook.com/lianaevans• Twitter.com/storyspinner• Author: Social Media Marketing: Engaging Strategies
for Facebook, Twitter & Other Social Media
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