Danielle Leitch from MoreVisibility presented A "Social Media Bootcamp"to the Society for Marketing Professional Services (SMPS), South Florida division - March 2012.
3. MoreVisibility Background
• Founded in 1999 … Recognized Leader since inception
• Named to INC 500/5000 six years in a row (2005 – 2010)
• Full service Interactive Agency
• 13 years of documented results and significant
industry recognition
• Diverse clients in numerous industries
– Business to Business
– Business to Consumer
– E-Commerce
– Professional Services
– Travel & Leisure
– Government
– Education
– Publishing
– Legal
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4. Services Offered
– Search Engine Optimization
• Consulting & Website Audits
• Implementation
• Linking
• SEO Copywriting / Blog posting
• Press Release Distribution
– Search Engine / Interactive Marketing/Digital Media
• Traditional Cost Per Click Ads
• Vertical Engines, Social Channels, Portals, etc.
• Contextual & Demographic Advertising
• Mobile Marketing
– Web Intelligence
• Site Usability and User Experience Studies
• Analytics Consulting and Support
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5. Services Offered
(continued)
– Social Media
• Develop Social Media Strategy
• Execution / Channel Management & Engagement
• Design custom profile pages / tabs
– Optimized Design & Development
• Full Service Design & Development Dept.
• Mobile websites
• SEO-friendly Content Management Systems (CMS)
• Landing Pages / Micro-sites
• Banners, email templates, etc.
• Blog creation, writing & training
– Custom Training
• Any of our service areas, presented on-site or via Webinar
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6. SPECIAL OFFER:
Social Media
Competitive Analysis
www.MoreVisibility.com/SMPS
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7. Agenda
• Social & Search: SEO Value
• LinkedIn
• Facebook
• Twitter
• Google Plus ; +1
• Best Practices
• Tracking and Measurement
• Summary
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9. The Original Search Landscape
Organic or Natural
Search Results
(SEO) gets you here
Sponsored Listings
Search Engine Marketing
(SEM/CPC) gets you 9
here
11. Social Media & Multimedia
Can rank independent of website content;
Can link to website content to help it rank.
New and noteworthy … status updates:
Twitter, Facebook, LinkedIn, etc.
Be where your audience is.
Create relationships directly with
customers and prospects.
Broaden your overall content saturation.
Don’t sacrifice quality for quantity.
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13. LinkedIn Benefits
• Manage your professional information
• Be introduced to potential partners/clients
• Create, collaborate on projects
• Gain insights from like-minded professionals
• Discover new connections / add to network
• LEARN, ENGAGE and GET CONNECTED
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52. Facebook Ads
Sponsored Stories: Although Page has 2,400+ fans, Ad targets 518,000+
FB users
Can specify who you want to target by other pages they like/interests…
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www.MoreVisibility.com
53. Facebook Insights
• Review individual post
impressions and
feedback
• Fan growth and
demographics
• Tab Views
• External referrers to
page
• Monthly active users
• The ability to export
data from the
dashboard using the
'Export' button
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www.MoreVisibility.com
56. Opportunities
• Leverage hashtags (#) in your tweets to
reach wider audience on specific subjects
or categories related to tweet
• Coordinate or participate in Twitterchats to
engage the community; more visibility
• Advertising options include:
Promoted Accounts or Promoted Tweets
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59. A ll A b o u t G o o g le +
• G o o g le ’ s s o c ia l m e d ia p la t f o r m /
F a c e b o o k ’ s c o m p e t it io n .
• P r o m o t e s “ R e a l-L if e S h a r in g ” o n t h e
web.
• F e a t u r e s in c lu d e C ir c le s , H a n g o u t s ,
G a me s a nd S e a rc h.
• A G o o g le a c c o u n t / p r o f ile is r e q u ir e d
t o u s e G o o g le + f o r
a b u s in e s s .
• R e f e r r e d t o a s G +, G o o g l e + a n d G o o g l e
P lu s
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60. N o t to b e c o n fu s e d
w i t h “ +1”
G o o g l e +1 B u t t o n
• “Liking” a search result / website
• Displayed when users are signed in
to a Google profile or account
• Visible on Paid (SEM) & Organic
(SEO) results
• Factored into algorithm ??
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68. General Social Media Best Practices
• Post frequently
• Be responsive
• Mention others, share content
• Post links to news / research
• Incorporate photos and videos
• Develop content calendar and daily management plan
• Have a plan in place for crisis management
• Determine what success will look like
• Monitor and track
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69. Top Recommendations for Having a
Presence in SM-Oriented Universal Search
• Create a YouTube Channel, describe and tag videos
with keyword rich content, and keep the Channel up-to-
date and relevant (Video Search).
• Use keyword-rich names for every search-worthy image
file on your website and strong, keyword-rich alt
attribute text (Image Search).
• Distribute optimized press releases (News Search).
• Create keyword-rich Tweets (Twitter Feeds within
Google’s real-time results).
• Blog (Blog Search). 69
70. Considerations
• Incredibly dynamic environment
• Intense publicity and user engagement
• Must enter with a sound strategy
• Incorporate customization and branding
• Engagement, participation, listening,
monitoring & tracking all required
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73. Measuring Success
Web Analytics
• Measure referring visits from Social Media sources
• Calculate ROI/leads on channel efforts
Channel Influence
• Increase in counts (followers, likes, check-ins)
• Brand or product mentions (Google Alert)
• Interactions – customer service reduction
• Third party monitoring tools (Hootsuite or Tweetdeck)
Exposure & Visibility
• Partners, press, vendors, recruiting, etc.
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79. SUMMARY
• Develop a strategy that is sound to your
business and reasonable to maintain
• Create content that’s of interest and unique
• Establish a content calendar and brand
guidelines/messaging for use within SM
• Interact with the community, offer value
• Leverage the community – great resources
• Track and measure response/engagement
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80. SPECIAL OFFER:
Social Media
Competitive Analysis
www.MoreVisibility.com/SMPS
dleitch@morevisibility.com (561) 620.9682
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Notas del editor
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andrew HEADLINE AND SUMMARY (for SEO) Often your LinkedIn profile appears when people search for you on the web Tailor a unique headline and summary to let visitors identify your unique skillset Helps your profile turn up in relevant search results Add a photo EXPERIENCE Include both current position and past positions Detail specific accomplishments in each Let typeahead find your company, so you can connect with past colleagues GET RECOMMENDATIONS Reinforce your professional identity online OTHER INFO Click through to your company or personal websites See honors or awards that represent your accomplishments Find you in search results via keyword
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if someone likes your Page, their friends may see a story about it in their News Feed. By sponsoring the story, the person’s friends are more likely to see it and also be interested in your business.
Tab views will help to see what content is of interest – are people aware of the other tabs available…
You need to upgrade to HootSuite Pro ( $5.99/month ) to access the bulk upload feature