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Confidential, Property of Search Influence, LLC © 2016 LOCAL + SOCIAL: LIKE PEANUT BUTTER AND CHOCOLATE Will Scott CEO & Co-Founder New Orleans Entrepreneur Week @searchinfluence #NOEW2016

Local and Social - Like Peanut Butter and Chocolate

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Page 1: Local and Social - Like Peanut Butter and Chocolate

Confidential, Property of Search Influence, LLC © 2016

LOCAL + SOCIAL: LIKE PEANUT BUTTER AND CHOCOLATE

Will ScottCEO & Co-Founder

New Orleans Entrepreneur Week

@searchinfluence #NOEW2016

Page 2: Local and Social - Like Peanut Butter and Chocolate

SEARCH INFLUENCEHelping customers successfully market online since 2006.

Search Influence 90 full and part-time employees120 contract writersGoogle AdWords & Analytics Certified StaffGoogle Certified Partner

Reputation2011 Inc. 500 honoree2013 Inc. Hire Power WinnerRecognized leader in search and social for local business Two decades in online mediaBest Places to Work, 2014

ABOUT

@searchinfluence #NOEW2016

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● Helping businesses succeed online since 1994

● Started Search Influence in 2006 with wife and COO Angie Scott

● 10-years in business at SI● 30,000 clients and 47 resellers served● @w2scott

WILL SCOTTABOUT ME

@w2scott #NOEW2016

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@searchinfluence #NOEW2016

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IN THE BEGINNING, THERE WAS THE BOOK.

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NOW

85%OF CONSUMERS USE THE INTERNET TO FIND LOCAL BUSINESSES.

SOURCE: 2012 Study by SearchEngineLand.com@searchinfluence #NOEW2016

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2.13 BILLION PEOPLE ARE ON SOCIAL NETWORKS.

http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/

@w2scott #NOEW2016

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74% OF ONLINE ADULTS USE SOCIAL MEDIA.

http://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/

@searchinfluence #NOEW2016

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23%OF ONLINE ADULTS USE TWITTER.

@w2scott #NOEW2016

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25%OF ONLINE ADULTS USE LINKEDIN.

@searchinfluence #NOEW2016

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28% OF ONLINE ADULTS USE INSTAGRAM.

@w2scott #NOEW2016

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31%OF ONLINE ADULTS USE PINTEREST.

@searchinfluence #NOEW2016

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72%OF ONLINE ADULTS USE FACEBOOK.

@searchinfluence #NOEW2016

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1,550,000,000

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@searchinfluence #NOEW2016

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25% OF ALL BUSINESS OWNERS:

“SOCIAL MEDIA HELPS ME KEEP MY CUSTOMERS.”

@w2scott #NOEW2016

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ONLY

41%SEE A RETURN ON INVESTMENT FROM THEIR SOCIAL MEDIA EFFORTS.

SOURCE: http://screenwerk.com/2015/05/20/unchanged-60-of-smbs-still-say-no-roi-from-their-social-media-efforts/@searchinfluence #NOEW2016

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2015 LOCAL SEARCH RANKING FACTORS

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OVERALL RANKING FACTORS

SOURCE: David Mihm, 2015 Local Search Ranking Factors@searchinfluence #NOEW2016

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ERIC SCHMIDT SAYS:

"BRANDS ARE HOW YOU SORT OUT THE CESSPOOL".

@w2scott #NOEW2016

http://si.ly/localbrandbuilding

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KEY INFORMATION ABOUT YOUR BUSINESS MUST BE ACCURATE AND ACCESSIBLE.

@searchinfluence #NOEW2016

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TAKE TIME TO BUILD OUT YOUR LISTING BEYOND NAP.

SOURCE: Local Search Association & Burke, Inc., “Local Media Tracking Study,” June 2014@w2scott #NOEW2016

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CHANNEL YOUR TARGET CUSTOMER BY THINKING, “WHO BUYS MY PRODUCT OR SERVICE?”

SOURCE: 2012 Study by SearchEngineLand.com@searchinfluence #NOEW2016

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• Men or Women?• Age? Marital and family status? • Income?• Location?

DEFINE YOUR TARGET MARKET.

@w2scott #NOEW2016

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• Like or dislike?• Interests?• Values?• Lifestyle?

WHAT MAKES YOUR CUSTOMER TICK?

@searchinfluence #NOEW2016

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2012

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CHOOSE YOUR TARGET NETWORKS.● Fast-moving consumer goods will perform better on Facebook.● Twitter is a primarily a news source for its users.● Pinterest is the place for food- and drink-related products or family

and parenting. ● Instagram is mostly female, 18-44. Clothing, accessories and

entertainment do well.

@w2scott #NOEW2016

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MAKE A PLAN. CREATE GOALS. DO AN AUDIT. BUILD AND IMPROVE.

SOURCE: 2012 Study by SearchEngineLand.com@searchinfluence #NOEW2016

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POSTING CONTENT? EACH PLATFORM IS DIFFERENT.

@searchinfluence #NOEW2016

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@searchinfluence #NOEW2016

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@searchinfluence #NOEW2016

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AUTOMATE. AUTOMATE. AUTOMATE.Use Facebook Scheduling to publish content when you want.

@searchinfluence #NOEW2016

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AUTOMATE. AUTOMATE. AUTOMATE.For LinkedIn, Google+ and Twitter, try Hootsuite.

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OVERALL RANKING FACTORSHOW AM I DOING ON SOCIAL MEDIA?

@searchinfluence #NOEW2016

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TOPSY

HOW AM I DOING ON SOCIAL MEDIA?

@searchinfluence #NOEW2016

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5 WAYS TO MAKE SOCIAL MORE LOCAL

@searchinfluence #NOEW2016

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#1. PUT YOUR NAP ON ALL THINGS

@searchinfluence #NOEW2016

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@searchinfluence #NOEW2016

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@searchinfluence #NOEW2016

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OVERALL RANKING FACTORSNAP ON YOUTUBE

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OVERALL RANKING FACTORSNAP ON YOUTUBE

@searchinfluence #NOEW2016

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NAP ON FACEBOOK

@searchinfluence #NOEW2016

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#2.GET YOUR TEAMINVOLVED

@searchinfluence #NOEW2016

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LINKEDIN LOCAL LINKS

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METCALFE'S LAW

@searchinfluence #NOEW2016

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#3. ENGAGE LOCALLY RELEVANT ORGANIZATIONS

@searchinfluence #NOEW2016

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OVERALL RANKING FACTORSLIKE LOCAL STUFF

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OVERALL RANKING FACTORSENGAGE LOCAL INFLUENCERS

@searchinfluence #NOEW2016

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#4. USE LOCAL ADVERTISING TARGETING

@searchinfluence #NOEW2016

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LOCALIZED ADS

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LOCALIZED ADS

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MAKE SURE TO INCORPORATE THE NEW FACEBOOK PIXEL.

@searchinfluence #NOEW2016

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@searchinfluence #NOEW2016

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#5.MOBILE

@searchinfluence #NOEW2016

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OVERALL RANKING FACTORSNO LONGER OPTIONAL

@searchinfluence #NOEW2016

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EVERY DAY, AVERAGE CONSUMER SPENDS 198 MINUTES INSIDE APPS.

@searchinfluence #NOEW2016

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EVERY DAY, AVERAGE CONSUMER SPENDS 168 MINUTES ON TV.

@searchinfluence #NOEW2016

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OVERALL RANKING FACTORSAPPS VS. TV VIEWING

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5 NEW THINGS YOU CAN DO IN 2016

@searchinfluence #NOEW2016

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1.FACEBOOK AUDIENCEOPTIMIZATION

@searchinfluence #NOEW2016

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AUDIENCE OPTIMIZATION

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AUDIENCE OPTIMIZATION

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2.FACEBOOK LOCAL AWARENESS ADS

@searchinfluence #NOEW2016

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LOCAL AWARENESS ADS

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LOCAL AWARENESS ADS

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OVERALL RANKING FACTORSEXAMPLE

OPTIONS

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3."NATIVE" ADVERTISING

@searchinfluence #NOEW2016

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OVERALL RANKING FACTORSBIG MEDIA WANTS YOU

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OVERALL RANKING FACTORSBIG MEDIA WANTS YOU

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SPONSORED ARTICLE

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SPONSORED ARTICLE

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SPONSORED CONTENT

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SPONSORED CONTENT

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4.MEDIA LINES ARE BLURRED

@searchinfluence #NOEW2016

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OVERALL RANKING FACTORSBUZZFEED

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OVERALL RANKING FACTORSMASHABLE

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OVERALL RANKING FACTORSMASHABLE NOT TAGGED AS “SPONSORED”

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5. FACEBOOK VS. GOOGLE

@searchinfluence #NOEW2016

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HOOTSUITE LAUNCHES ADS

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NO SUCH THING AS A FREE LUNCH. PAY-

TO-PLAY IS THE FUTURE.

@searchinfluence #NOEW2016

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YOU DON'T OWN FACEBOOK

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ADVERTISERS SPEND $54 BILLION

ON SOCIAL MEDIA ADS IN 2020

@searchinfluence #NOEW2016

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FACEBOOK PROMOTED POST

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OVERALL RANKING FACTORSFACEBOOK PROMOTED POST

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OVERALL RANKING FACTORSLINKEDIN SPONSORED UPDATE

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OVERALL RANKING FACTORSPINTEREST SPONSORED PINS

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THANK YOU!-WILL SCOTT

[email protected]/blog

twitter.com/searchinfluence