This document discusses strategies for small businesses to prepare for opportunities presented by social media and local search engine rankings. It emphasizes claiming and filling out business place pages, editing to impact rankings, and weighing the time investment versus potential returns. The document also advocates listening to customers and focusing on helpful messaging over heavy promotion.

1. GRAPH SEARCH
PREPAREDNESS FOR BUSINESSES
@kmullett #SMX Toronto

2. Facebook’s Graph Search
strikes me as a private gym
membership. Some go a few
times, while others are using it
to prepare for an upcoming
competition.
NEW TOY OR TOOL
@kmullett #SMX Toronto

3. Some Small Businesses:
» Have abandoned websites
» Can’t rank, entice, or convert
» Won’t spend, or can’t afford, to win
AN OPPORTUNITY FOR
SMALL BUSINESSES
@kmullett #SMX Toronto

4. This is Not Business as Usual:
» No landline phone
» No local listings
» No website
» No brick and mortar presence
HOPE FOR LIFESTYLE
& MICRO-BUSINESSES
@kmullett #SMX Toronto

5. While social media is free to
use, it is not free to do. Weigh
time and attention against
opportunity and return. It is
also not a task you complete!
FREE TO USE, NOT DO
@kmullett #SMX Toronto

6. Appear To Impact Rank:
» The page type/categories
» “Place Sub-categories”
» Claim & Merge Place Page
» Location
* FILL EVERYTHING IN
DO NOTHING OR
GET READY TO WIN
@kmullett #SMX Toronto

7. Places, my friends like,
have been too
12
1
2
X
@kmullett #SMX Toronto

8. User edits appear to have an impact
@kmullett #SMX Toronto

9. Don’t Appear To Impact Rank:
» Check-ins (unless)
» Recommendations (but)
» Employees adding work connection (unless)
» Likes (unless)
ALMOST CERTAINLY WILL
CHANGE
@kmullett #SMX Toronto

10. "Everything that can be
invented has been invented.“
~ Charles Holland Duell
SPECULATION = QUICKEST
WAY TO BE WRONG
@kmullett #SMX Toronto

11. The Future:
» For search engines
» For locals and directories
» For other social channels
» For users
» For marketers
WE KNOW IT’S “EVOLVING”
@kmullett #SMX Toronto

12. Humanize your message
Encourage conversation
Listen first
Promote Less.
H.E.L.P. PHILOSOPHY
@kmullett #SMX Toronto

13. search “Kevin Mullett”
bit.ly/aboutKM
@kmullett
ME
@CirrusABS Text “like cirrusabs” to 32665

14. Photography by Kevin Mullett or Stock agencies unless noted
below.
Jhong Dizon – Just Do It
Charles H. Duell – half-length portrait
Joe Shoemaker – untitled pic of me
ATTRIBUTION
@kmullett cirrusabs.com / @cirrusabs