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presents
           Balancing the Speed of Business v. the Return
           on Your Investment




           presented by Vince Bryant and Kevin Schaffner
What We Will Cover

• Who has the Time?
• Goals of Social Media
   – The Power of Word of Mouth
   – Building Trust and Creating Advocates
• Techniques and tips for the platforms:
   –   Facebook
   –   Google+
   –   YouTube
   –   LinkedIn
   –   Twitter
• The Convergence of Search and Social
   – Tying it all together…
• Tools for Measuring ROI
                              Site-Seeker, Inc. 2012
Time to do it well…




                      Site-Seeker, Inc. 2012
“Word of Mouth is the best medium of all.”
      Bill Bernbach, CFO and Founder,
   DDB World Wide Communications Group




                 Site-Seeker, Inc. 2012
Where we are now…




                    Site-Seeker, Inc. 2012
Building Trust…




                  Site-Seeker, Inc. 2012
Building Trust….




                   Site-Seeker, Inc. 2012
Social Media Platforms




                     Site-Seeker, Inc. 2012
Facebook




           Site-Seeker, Inc. 2012
Facebook Branding




                    Site-Seeker, Inc. 2012
Shortened Facebook url




                   Site-Seeker, Inc. 2012
Site-Seeker, Inc. 2012
Google+ Business Page – getting started




                      Site-Seeker, Inc. 2012
From your Google+ Personal Account




                    Site-Seeker, Inc. 2012
From your Google+ Personal Account




                    Site-Seeker, Inc. 2012
Build your profile:




                  Site-Seeker, Inc. 2012
Add your info:




                 Site-Seeker, Inc. 2012
Brand your page:




               Site-Seeker, Inc. 2012
Start to build your community:




                Site-Seeker, Inc. 2012
Manage your circles:




                Site-Seeker, Inc. 2012
Search




            Google+ Business Pages
            will be indexed for search!




         Site-Seeker, Inc. 2012
Create a custom Google+ URL




                  Site-Seeker, Inc. 2012
Site-Seeker, Inc. 2012
YouTube –
Why?




            Site-Seeker, Inc. 2012
Uploading Video




                  Site-Seeker, Inc. 2012
Annotations




              Site-Seeker, Inc. 2012
Friends & Subscribers




                        Site-Seeker, Inc. 2012
Engagement




             Site-Seeker, Inc. 2012
Playlists




            Site-Seeker, Inc. 2012
Site-Seeker, Inc. 2012
LinkedIn




Two key points:

1) Seek
recommendations

2) Grow your
connections, with
the right people




                    Site-Seeker, Inc. 2012
Optimize Your Profile

Like website
search
optimization
(SEO)

Keyword-rich
sentences

Google can
see it and
LinkedIn’s own
search can
see it


                        Site-Seeker, Inc. 2012
Company Pages




                Site-Seeker, Inc. 2012
Geography
Exact Targeting
•Better targeting
                               Industry
•Lower cost
•Easy to manage
                               Job Title


                            Job Function


                                   Group


                                  Gender


                                     Age




                    Site-Seeker, Inc. 2012
Site-Seeker, Inc. 2012
Twitter Tips for Business




                       Site-Seeker, Inc. 2012
Community

Search Twitter for: Brands, People and Keywords




                  Site-Seeker, Inc. 2012
Direct Messages (DM)


  Do’s     Thanks for follow, with personalized
           message


           Quick private conversations offline




  Dont’s   Automated messages to new followers
           selling them

           Automated messages asking new
           followers to “LIKE” your Facebook page

           ANY automated message, period.




               Site-Seeker, Inc. 2012
ReTweets (RT)



• Great way to connect with people you want to
  engage with.
• Don’t just RT. Add value to the
  conversation…




                     Site-Seeker, Inc. 2012
Hash Tags (#)
                   #joltbolt
                   #bbsmc




                Site-Seeker, Inc. 2012
Consistency



             Engage regularly                    Monitor and
              & consistently                      respond




                                                               Utilize tools to




                           X
 Establish
                                                               help maintain
community
                                                                consistency
                        CONSISTENCY




                           Site-Seeker, Inc. 2012
“Push” tweets
are all about me!

                                              10%
                                              PUSH




                    Site-Seeker, Inc. 2012
“Pull” tweets are
engaging and encourage
conversation.
                                       90%
                                       PULL




             Site-Seeker, Inc. 2012
Monitor Effectiveness




               Site-Seeker, Inc. 2012
Management Tools




             Site-Seeker, Inc. 2012
The convergence of search and social.




                      Site-Seeker, Inc. 2012
Search Engine Optimization



Relevance
• Title tag
• Keywords
  and
  description
• H tags
• Content
• Alt tags




                     Site-Seeker, Inc. 2012
When you are doing it
 well…                                   Twitter
                             LinkedIn              YouTube
Maximize
                       SM
Opportunities       Platforms
                                                           Published
Multi-purpose                                                Print
                  Facebook                                             Tech
Content                                      Social         Media
                                                                       Paper
                                             Media
Engaging:           Email
                  Campaign      Published
                                 Online                                        Website
      - fans                     Media
                                                              Blog
      - markets                                               Post
                                Market                                         Conference
                                Sheet                                          Presentation
      - customers
                                      White                               Intranet/
                                      Paper                              eLiterature
                                                      Press  Application
                                                     Release    Note

                                 Site-Seeker, Inc. 2012
Tying it all together…




                         Site-Seeker, Inc. 2012
Tools for Measuring ROI




        Site-Seeker, Inc. 2012
Google Analytics. . .




   • What is it?
     o Website Traffic Measurement & Analysis
       Tool

   • Where Do you get?
     o Free
     o Webmaster to install



                        Site-Seeker, Inc. 2012
GA Social Plugins




                    Site-Seeker, Inc. 2012
GA Social Plugins




                                              Site-Seeker, Inc. 2012


                    Site-Seeker, Inc. 2012
Google Real Time




                   Site-Seeker, Inc. 2012
Facebook Insights




People Talking About   True Reach                   Virality   Friends of
This                                                           Fans




                          Site-Seeker, Inc. 2012
Seeing it in action . . .




                            Site-Seeker, Inc. 2012
The proof is in the numbers . . .




 • Facebook referrals jumped 50%
    – The value of those referrals?
       • Average time on site went from 1:30 to 7:10
       • Bounce rate dropped by 20%
                            Site-Seeker, Inc. 2012
Site-Seeker, Inc. 2012
What’s Reported
     • Views Reports
        –   Views
        –   Demographics
        –   Playback Locations
        –   Traffic Sources
        –   Audience Retention
     • Engagement Reports
        –   Subscribers
        –   Likes and Dislikes
        –   Favorites
        –   Comments
        –   Sharing
                        Site-Seeker, Inc. 2012
Views Reports




                Site-Seeker, Inc. 2012
Engagement Reports




                     Site-Seeker, Inc. 2012
• LinkedIn Analysis
Measuring engagement . . .




                    Site-Seeker, Inc. 2012
LinkedIn groups




                  Site-Seeker, Inc. 2012
Site-Seeker, Inc. 2012
Tweetstats, Engagement Metric




                   Site-Seeker, Inc.   2011
Social Media Key Points…

• View social media                              Create Accounts
  as a resource for                               (Name Claim)
  word of mouth
  marketing                 Lead                                     Grow
                         Discussion                                 Networks
• Build Trust by being
  transparent and
  open
                                                       Become
                                                      the Expert
• Become efficient
  with a social media
  schedule            Participate in
                                                                     Create
                         Discussion
• Utilize ROI tools to                                               Content
  measure success
                                                       Distribute
                                                        Content

                            Site-Seeker, Inc. 2012
Thanks!

• Vince Bryant
  – (585) 455-8420
  – vincebryant@site-seeker.com



• Kevin Schaffner
  – (315) 256-1180
  – kevinschaffner@site-seeker.com



                  Site-Seeker, Inc. 2012

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Balancing the Speed of Business v. the Return on Your Investment

Notas del editor

  1. Times definitely changingWonder Years story: ….that was our social network …..our first experience with word of mouth marketing…..our starring role in the water cooler experienceBack then: ….Three networks…..News, Messaging, Everything came regimented and controlled…TV Tray Table
  2. Number 5: BannersMost everyone know how to set their profile picture in Facebook. There is a huge opportunity here for business to leverage the entire 180 x 540 pixel space. Here we have 3 examples:CheetahDeals is using it as a billboard advertising their core offerings,Zappos is using it as an engagement tool – encouraging fans to post pics of themselves enjoying the products and then rewarding the community with a “fan of the week” shout out.Social Media Examiner uses their space to promote events and available white papers to bring value as a resource to their community.One thing to note when creating these images (click) is you’ll want to be sure and design them in such a way that a segment can be cropped into the desired avatar that will appear when you post. As seen here in the Social Media Examiner example.
  3. Number 2: The Shortened urlOnce you have at least 25 fans or “likes” you can claim a shortened url.A great way to consistently brand all of you media - a shortened url allow you to promote and socialize your Facebook page easier… instead of saying “like us at Facebook.com/9872thkle9t0uio-90 you can say like us at Facebook.com/siteseekerincWord of caution: you can never go back so choose your name wisely!
  4. Yippee, W00T, it’s finally here. Google+ Business pages . . . Okay yay I am thrilled. But there is still a long way to go . . .
  5. First issue is you have to build it out from a personal page. Many blogs suggest you utilize a company wide email like marketing@ etc so multimple have access. So basically suggesting you create a dummy account. Which flies in the face of what Google wants, yet they are forcing you into the decision.So anyway from the right hand column of your Google+ personal page you will find the button to create a Google+ Business Pages
  6. To access your Google+ Business page, login to the “personal” account and click the business page from the drop down under your G+ handle.
  7. First step is to determine what you are . . . Which category best describes you . . I like what Google did with this, it worksLocal Business or Place . . . . Hotels Restaurants, places, stores, servicesProduct or Brand . . . You are an OEM selling your product brandCompany, Institution or OrganizationArts & EntertainmentOtherGILLIAN- I WOULD LIKE THE DEFINITIONS TO TRANSITION IN ON A CLICK
  8. The advantage of building the business page off of your personal page is you can more quickly build community. As a business page you can only follow or circle other business pages or people who have followed you first.
  9. As you start to build your community give consideration to your circles. How do you want to group and organize our clients, prospects, peers and competitors. This tool is a very powerful tool that you can utilize to test marketing messages, share content, monitor competitors and keep a pulse on the market place
  10. THIS IS HUGE, GIGANTIC and gives Google+ Business pages a huge advantage over facebook fan pages
  11. Jolt & Bolt is about brining you what is hot and new in search and social. And if it is relevant to you. I realize YouTube is not new, but it is hot and getting hotter. I see a lot of people trying to jump on the video band wagon but not doing it very well. So I wanted to share with you some tips on how to do it well.First let’s talk about the basics. Why is video important to building your online presence? Will it help you drive business? Why is video even relevant to this conversation?It’s all in the numbers. I will tell you personally, I will watch a video how-to or vlog before I will READ a blog or article. Yes I know, I just announced to the world that I am lazy, but it’s true. But it really isn’t all about being lazy. The truth is watching and hearing someone tell you something usually gives you the full story better than reading the a transcript of exactly what they said. The intonations, hand gestures, where they emphasize things help to tell the complete story in a much better way.I must not be the only one who feels that way, here are some numbers for you::(CLICK)In 2007 we were uploading 8 hours of video every minute, (CLICK) today we are uploading 48 hours of video every minute.
  12. It isn’t enough just to create a great video. (CLICK) You need to tell the world about that video and more importantly you need to tell Google what that video is about. Don’t get clever with your titles. Tell the world what the video is about. (CLICK) then make sure you repeat that in the tags and add solid detailed description, tags and category.(CLICK) This information displays below the video on the player page. -------deleted slide Playlists help to organize your content so your users can find similar content in one area. (CLICK) You can embed playlists and you can also create playlist of from other YouTube users videos. Which is a great way to build engagement and drive traffic to your channel.
  13. (CLICK TO START THE VIDEO)Annotations can be done right in YouTube. They are simple and easy to do and can add a lot of engagement to your videos. Under your video click on edit infoAt the top of the video click AnnotationsChoose the type of annotation you wish to do: Speech bubble, note, title, spotlight or pauseBE SURE TO MENTION THIS VID IS AVAILABLE ON OUR YOUTUBE CHANNEL FOR REFERENCE.(CLICK) You can see in the video we utilized a Title Annotation at the top which appears for 10 seconds. We utilized a note annotation on the left to identify our guest, this also appears for approximately 10 seconds. Then we added note annotations with links in the lower right hand corner to link to part one and part 3 of this video series on international SEO. Linked annotations can only link to videos within YouTube but it is a great way to drive traffic to your other videos.
  14. One thing I think a lot of people forget in the YouTube world is the social engagement part I know I did. You have to build community. The stronger the community the more engagement you will get for videos. Subscribers and friends are really important. REALLY important. Make sure you subscribe to all of your clients channels, and other relevant channels. Also, if you don’t want to subscribe then friend them. But start to build community.
  15. Now that you are building your community, keep them engaged and coming to your channel. (CLICK ON VID TO PLAY) Post bulletins and events. Bulletins can be new videos that you upload, other videos that you think add value to your community or just something funny to keep them checking back in. Just like your other social platforms, engage and keep them interested.(CLICK) A bulletin can also be posted below your player view under “Recent Activity”.
  16. Social capitalFruitRise/FallRaise – SquanderSo don’t sell in social media --- grow reach – subscribe EM, Webinars, YT ChSM – Blog – Website – sellID Conversion paths – test and adjust landing pages to increase conv.
  17. First let’s do a quick review of what the company pages are. It offers 4 basic tabs, overview, careers, services, analytics. Overview being the key page of content and where we will focus today.
  18. Linkedin Ads are a powerful way to build brand and drive traffic to your events, blog or website. (click)They have better targeting than Google adwords, lower cost and very VERY easy to manage.
  19. The key to any successful twitter strategy is building it around a quality community. It doesn’t matter what you say if you are not talking with the right people. Follow your industry peers and leaders, prospects, clients, news reporters(click) Here are a few tools you can use to help build out that community.
  20. What are they?Do you have to “register” your hashtag?Can you just make them up?Tools for monitoring:Hashtag.orgTwitterfall.comMonitter.comGreat how-to hashtag article at http://mashable.com/2009/05/17/twitter-hashtags/Why use them? (CLICK)Hashtags are a great way to aggregate conversations.Using hashtags helps to track and monitor who’s sharing your info and who’s jumping in to the conversation.Helps to build community; people may follow others based on their hashtag interests.When to use them? (CLICK)Be creative:EventsContestsNews
  21. #6 Push Messages (click) A push message is… (quick examples)(click) #7 Pull Messages are … (quick example)Establish relationships and conversationsQuality of content should engage RT’s – give a little love get a little love(Click) A good ratio would be…PUSH 10% Engage 90%
  22. #6 Push Messages (click) A push message is… (quick examples)(click) #7 Pull Messages are … (quick example)Establish relationships and conversationsQuality of content should engage RT’s – give a little love get a little love(Click) A good ratio would be…PUSH 10% Engage 90%
  23. Sign up for Klout and monitor your engagement and effectiveness. As my schedule gets busy and my twitter activity drops off I watch my score drop. It seems to effectively measure engagement. It is just one tool to understand how you are doing with engagement. (click) A review of other tools for measuring social media ROI can be found at http://youtu.be/lHiROdSMiFU
  24. Social Media not replacing searchInfluencing search results#’s too big to ignore: 800 million FB More Video 60 days vs 60 years Women’s world cup record, 7,196 tweets----------ConvergedDecember --- Now tweets - Google +1, Bing Likes – rank trafficSocial –-- Searchable --- FB will go after GoogleIf SM expert --- LikewiseTraffic --- Since
  25. Social capitalFruitRise/FallRaise – SquanderSo don’t sell in social media --- grow reach – subscribe EM, Webinars, YT ChSM – Blog – Website – sellID Conversion paths – test and adjust landing pages to increase conv.
  26. In order to better understand the impact of your social media strategy, the new Google Social Plugins can help you measure the impact of each plugin. Special coding is required. With the social plugins you can measure the following.
  27. What is it?Monitors social engagement.Where Do you get?Google+ included, modification of code required for Twitter, facebook . . .etc.Why do you need it?To better manage and modify social media strategies.---------If you are using the new version you will see the Social Engagement on the left nav. However it won’t report actual engagement unless you install the social plug in code.The advantage of the new code is that it will tell you!)Social Engagement: how website behavior changes for visits that include clicks on the +1 button or other social actions. So the quality and value of the traffic you are generating from social engagement. Does it behave differently?2) Social Actions, lets you analyse the number +1’s, tweets, facebook likes, shares etc.3) Social Pages report allows you to compare the pages on your site to see which are driving the highest number of social actions. WOW so cool to help drive strategy moving forward.
  28. What is it?Measures immediate impact of campaigns and social engagement.Where Do you get?Upgrade your Google Analytics to the new version and you must be and admin.Why do you need it?A better way to understand immediate impact of strategies and campaigns.
  29. Here are the new data points: (click to reveal each)People Talking About This. Friends of FansReachViralityPeople Talking About This- The number of people who have engaged with your page over the past 7 days. It includes liking your page, liked, commenting on or sharing a post from your page, answered a Question on your page, tagging for posts and photos and eveThe power of this is in really digging into what HOW they are talking about it. And understanding WHO is talking about you.With utilizing this data you can determine if your posts are generating interest from your target demographic. Looking at a history of posts you can then determine what type of content best engages the RIGHT demographic. Helping you to plan for future posts moving forward.According to a new white paper from Comscore and a write up by AdAgeDigital the impact of Friends and Fans is significant.According to ComScoreFriends of fans typically represent a much larger set of consumers than a brands fans. 34X larger for the top 100 fan pages and 81x larger for the top 1000 pagesFriends of fans are more likely than the average consumer to visit the store, visit a website and even purchase a product or servicesStarbucks fans and the friends of fans spend 8% more in stores and engage in 11% more transactions than the average consumerThe following graphic from the ComScore.com White paper on the impact of Friends of Fans is illustrated here. Its power is significant.Based on the data from comscore if your posts are hitting the right demographic then the value of the true reach is significant…The stronger the demographic the more value of each of the subsequent metrics. Not only the unique users who see your content but how they find it is great data on how to better create content moving forward. Also more fully understanding and paid advertising you may do.
  30. For Cheetah deals we wanted to grow the Facebook fan base so we created a Themed targeted CONTENT campaign. NOT PRODUCT OR SALES strictly contentWe created a posting schedule to support the theme and the target markets, posting 1x a dayDesigned 3 ads:BrandingBlog ContentDownloadsAll to support the themed targeted content posts.9/17 there were 421 fans, in the first week we gained 130 fans, today there are 1183 fans
  31. Here you can see how deep the information digs in. You can actually see dips in engagement where we delivered inconsistent content or started “selling” Re – engage the themed targeted plan and people started re-engaging.
  32. Social capitalFruitRise/FallRaise – SquanderSo don’t sell in social media --- grow reach – subscribe EM, Webinars, YT ChSM – Blog – Website – sellID Conversion paths – test and adjust landing pages to increase conv.