Prepare Your Business for Graph Search - Presented For The Greater Fort Wayne Chamber of Commerce by Kevin Mullett April 11th, 2013.

1. PREPARE YOUR BUSINESS
FOR GRAPH SEARCH
@kmullett #FWChamber

2. Cirrus ABS is helping businesses leverage
online and offline marketing as part of a
strategy for winning new business.
cirrusabs.com
twitter.com/cirrusabs
facebook.com/cirrusabs
youtube.com/user/cirrusabs
linkedin.com/companies/cirrus-abs
@kmullett #FWChamber

3. Facebook’s Internal Search Engine for…
» People
» Places
» Photos
» Things
WHAT IS GRAPH SEARCH?
@kmullett #FWChamber

4. The Combinations are Dizzying
WHAT CAN IT SEE/SEARCH?
@kmullett #FWChamber

5. OPTIONS FOR REFINEMENT
@kmullett #FWChamber

6. It Respects the Privacy People Set, if They Set
It, and Pages CAN NOT search.
PRIVACY
@kmullett #FWChamber

7. People must be
responsible for their
privacy, just like before.
RESPONSIBILITY
@kmullett #FWChamber

8. Currently in Very Limited Preview…
» English (US)
» Desktop interface only till later 2013
» Request access via
https://www.facebook.com/graphsearch
WHY CAN’T I SEE IT?
@kmullett #FWChamber

9. Take Note Small Businesses That:
» Have abandoned websites
» Can’t rank, entice, or convert search traffic
» Won’t spend--or can’t afford enough--to win
AN OPPORTUNITY FOR
SMALL BUSINESSES
@kmullett #FWChamber

10. 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 #FWChamber

11. For Non-traditional Businesses With:
» No landline phone
» No local listings
» No website
» No brick and mortar presence
HOPE FOR LIFESTYLE
& MICRO-BUSINESSES
@kmullett #FWChamber

12. No marketing media channel has
100% eyeballs or is 100% effective.
We need to prioritize based on
goals, resources, and business
objectives.
NO SILVER BULLETS
@kmullett #FWChamber

13. Claim High Value Local Listings First and
Keep name, address, phone consistent.
GRAB LOCAL LISTINGS
@kmullett #FWChamber

14. 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 #FWChamber

15. PICK THE RIGHT PAGE TYPE
@kmullett #FWChamber

16. These Appear To Impact Rank:
» The page type/categories
» “Place Sub-categories”
DO NOTHING OR
GET READY TO WIN
@kmullett #FWChamber

17. Appears To Impact Rank:
» Claim & Merge Place Page
@kmullett #FWChamber

18. Location Info Also Appears to Impact Rank:
FILL IN EVERYTHING
@kmullett #FWChamber

19. Places, places my friends like,
places my friends have been to
Query terms
12 1
2
X
@kmullett #FWChamber

20. I want to know who has used
[brand], not just if they “Like”
it. Liking [brand] may have
been for a contest, by impulse,
and doesn't mean they have
experience with them.
LIKED, VISITED, OR REVIEWED?
@kmullett #FWChamber

21. User Edits Appear To Have an Impact
@kmullett #FWChamber

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

23. Why Don’t They Like Us?
» Are we clear with our message?
» Is design or action most important?
» What is our call to action?
» What is in it for ME? (WIIFM)
» Icons are notifications, not calls to action.
@kmullett #FW Chamber

24. Signage Helps Everyone
Which of these will grow their Facebook page?
Text “like cirrusabs”
to 32665.
@kmullett #FWChamber

25. Social media works best when
you are a willing participant, see
value, & treat it like a lifestyle,
instead of a task.
DO YOU SEE THE VALUE?
@kmullett #FWChamber

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

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

28. OWNERSHIP
@kmullett #FWChamber

29. Humanize your message
Encourage conversation
Listen first
Promote Less.
H.E.L.P. PHILOSOPHY
@kmullett #FWChamber

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

31. 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