Briefing: how to find your customers online. Social media and local search engine marketing.

1. Briefing: how to find your customers online
Social media, SEO, local search engine marketing

2. Hello from Crafted
30+ Ipswich-based staff specialising in:
E-commerce
Design
Development
Search engine marketing
Social media
Copywriting
Mobile sites & apps
we drive sales & enquiries through engagement
or
we find your customers so you don’t have to

3. Social media IS media
Media is mass communication. Social media is
essentially tailored, targeted communication with
‘opted-in’ or self-selected target audience.
Where are your customers now?
(trying to find you)
Where will they be next week?
(engaging with you, or with your competitors)

4. Relationships
Mitch Lieberman states that:
“Social CRM is about bringing “me” [the social customer] into
the ecosystem…
It is not about the technology, it is about the people, process and
cultural shifts necessary to support and grow a business.”

5. Think inside the box

6. TV has become a social event
+

7. So what are you talking about?
Imagine if you could influence the conversation

8. Everybody’s talking about
something...
Trends TV Events News
Business Economy Weather Sport

9. Relevant communication
Who are your customers?
Where are they?
What are they talking about?
Every answer to these questions, or discussion you have
around these questions, will help define both your business
and marketing strategy.
And your strategies will include digital media.

10. Why?
The opportunity lies where ‘new media’ meets traditional.
But we’ve been calling it ‘new media’ for 10 years.
Social is customer recommendations
Social is conversation
Social is relationship building
Social is free, trusted advertising
We look at how social is built in to your wider marketing strategy,
and into the consumer’s daily life.

12. Stop, look, listen

13. How?
WOM (word of mouth)
You, your products or services are being talked about
and recommended!
Set-up keyword alerts for your company name (and competitors)
and core services. Sit and watch. Use it as a research channel!
Plan
Set expectations
Tweet in your tea break from your phone
Or have set times: 15 minutes split out across the day

14. How?
Say something (but not too much).
Advise, comment, have an opinion, steal someone else’s!! (by
agreeing with them), become a trusted source of information
or expert commentary.
You don’t have to be a big brand to be trusted!
You need to be relevant.
If it is relevant, it will get talked about: recommended /
favourited / forwarded / retweeted / curated / heard.

15. Creation vs curation
Produce your own news and aggregate the news that is relevant
to your business and your customers.
Promote it as a source of convenient and essential information.
Become a trusted / respected source of news and opinion.

16. It’s not all about Twitter
LinkedIn CEO Jeff Weiner on the role of Google+
‘LinkedIn is for professionals, Facebook for family and friends,
and Twitter for broadcasting short thoughts and information.’
LinkedIn is networking, not marketing.
Activity tends to be peer-to-peer, rather than business-to-client or
customer.
Other channels can be multiple things to multiple audiences.

17. The way we
need to be.

18. The way we were
It’s all about search engine marketing, paid and natural.
And conversion.
And maybe a follow-up email.
Done.
‘traditional’ media

19. The way we should be now
Now, social influence during the search, research,
purchase, post-purchase phase is more important than
ever...

20. Remember the basics
The digital landscape is ever-changing, the key is to not get
distracted by the latest shiny route-to-market, but integrate it with
your existing activity.
‘Traditional’ approach:
Traffic – keyword to landing page
User experience – from calls-to-action to form usability
Conversion, retention, conversation, conversion, retention...
Understand the role that social plays within this process.
Get them in the shop, sell to them (softly),
ensure they come back...

21. Tactical campaigns
PPC
What are
Social media
Online advertising
Email marketing
your customers
Offline mailshots(!)
Blog posts
Events
talking about
Traditional PR
? Hmm?

22. The basics +
Enhance all of the above by knowing your customers.
Who are they?
Where are they?
What are they talking about?
The answer still lies in social media, but search & social are
increasingly mobile. Learn from every channel.
Crucially, once we’ve answered the above questions...

23. What now?

24. People haven’t changed the way they
behave fundamentally,
they are just more technologically
enabled.

25. Remember to not get
excited about the
shiny thing. Simply
focus on where your
customers are and
how to sell to them

26. Mobile
Make sure your website works on a mobile.
Mobile search
Mobile commerce
70% of people use mobile in-store. (Google)

27. Mobile
Mobile shouldn’t remove the opportunity to consultatively sell.
There is less real estate to visually sell, so it is more important to
focus on how your customers might view your business, products
and services.
highlight your products, emphasise your services
enable the user
to reserve & collect
to find store locations
to do whatever they expect to be able to do
Mobile is a new and complementary channel, not a replacement.

28. Social change
New platforms = new behaviour?
Social commerce is e-commerce through social networks.
E-commerce is selling products or services online.
Is social change happening? How is the economy affecting the way we
shop? How are any and all social factors affecting the way that we
find, review and choose service providers?
.

29. Social influence
Social shopping and social influence are an integral part of our lives.
(Note: I didn’t mention ‘online’ or ‘digital’ there).
We seek out the opinions of our peers & trusted brands.
Customer behaviour has not changed (much), but when we ask a
question, or seek an opinion or recommendation, it is amplified.
Google + social channels = relevance + trust

30. Social interaction

31. Off(line) and on again

32. Be useful (100k+ views)

33. Add value

34. Daily (location-based) deals

35. Where?
Location, Location, Relevance.
Google states that 20% of all searches have a local intent,
that’s 2.8 billion searches per month globally
Of mobile traffic, upwards of 50% of searches have local intent
23% of time spent accessing internet is on a mobile device
More than 4 million business listings on Google have been
claimed by business owners

37. Where we refer to ‘local’, these are listings not generated by Google’s
algorithm but those associated with a map.

38. ‘Place’ pages are integrated listings with mixed natural
and Local listings. These come from searches with a local
intent ‘Accountants Colchester’

39. Google’s assumptive location results:
better user experience when searching generic term

40. Location-aware mobiles lead to local listings.

41. List every business location, the more you list the better coverage you
can have – think creatively!
Fill out everything:
business hours,
detailed description
10 photos (even if it’s your logo and the front of your building)
Links to 5 YouTube videos
you can also be listed in up to 5 categories including custom ones.

43. Competitors
Check out your competitors’ listings
If they haven’t filled out a section it doesn’t mean it’s unimportant,
it’s an opportunity to steal a march on them.
Logistics
If you have too many locations to enter manually, then Google
offers a whitelisting service.
Quick tip: claim your listing with a
Google account email on the same
domain as your website e.g.
local@examplecompany.com

44. Google likes links, its algorithm is weighted toward them
as they infer relevance
Local is relevant.
Get your business listed on Hotfrog, Yell.com, BizWiki, Qype,
Freeindex, Thomson Local, Yelp, Bview, UpMyStreet, Trusted Places,
Scoot, Tipped, Infoserve, City Visitor, TouchLocal, UFindus and Smile
Local.
Match up the business details: Quick Tip: There are services that’ll
Address add these on-mass for you, but
manual submission is always better.
Website
Phone number

46. You’ve done local via national listings sites, now go truly local:
Your town:
Chamber of commerce, business networking sites, professional bodies,
business listings specific to your town / area
Your ‘friends’:
What organisations does your business partner with or support
locally? Local school, local charities.
Your industry: Quick Tip: Scan your invoices for
companies with websites who might
Suppliers’ websites as a
link to you, often gems can be
‘Distributor’ unearthed in the unlikeliest of places.

48. So, you’re sorted on Google Places & you have citations.
Seek out customer reviews for your Places page or to complement
citations on Qype or Yelp.
Respond to positive e-mails thanking them and asking them to post their
review or comments on the above sites.
Send e-mails a couple of weeks post-transaction asking for feedback.
Quick Tip: Don’t fear negative
reviews. Promote this to your best
customers, negatives will quickly be
drowned out.

50. Look at your competitors.
One of them may be ticking a lot of the digital boxes and doing it well.
Learn from it: where are they listed / mentioned. Is there sentiment
attached?
Crucially, wherever they are, it’s likely to be relevant to your business.
Learn from this, do it better than them.
Quick Tip: In Google search using:
Intelligent search marketing is
‘competitor.com -site: competitor.com’
‘informed search marketing’ This will return pages mentioning their
website from around the web.

52. Do Something Local Today
As with traditional search engine marketing, and social, get your basics
done, then make local part of your everyday business profile.
Contact suppliers to feature your details - explore common ground
for wider search benefit
Search out citations
Follow-up good feedback
Encourage reviews via your newsletter
Mention local reviews to
long-standing customers Quick Tip: Expect regular change in
your rankings, they are dynamic and
you won’t always be #1 even when
The results are cumulative. you’re up there.

53. What next?
By 2014, more people will be accessing the internet on their mobile
phones than laptop / desktop computers*
Leave here with questions: for the rest of your company.
Don’t dismiss social media as something that you don’t understand.
It is where your customers are, where they will be, and where
business is getting done.
And keep an eye on Google+ as it rolls out business pages...
*Professor Manuel Castells – Digital Obama Architect

54. Contact
Tom Griffiths
Sales & Marketing Director
tom@craftedmedia.com
twitter.com/TomGriffola
gplus.to/TomGriffola
Linkedin.com/in/tmgriffiths
Tel: 01473 213222
www.craftedmedia.com

55. Image on slide 3
http://www.flickr.com/photos/cheesy42/5945217559/
Image on slide 18
http://www.flickr.com/photos/renet/369761/sizes/z/in/ph
otostream/
Image on slide 27
http://www.flickr.com/photos/anirudhkoul/4646989519/
Images on slides 6 and 23 from The Commons via Flickr.