Más contenido relacionado La actualidad más candente (19) Similar a Travel Portland 2-6 Will Scott Social Media (20) Travel Portland 2-6 Will Scott Social Media1. Social Media for Travel
Marketers
Taking Social to The Streets
Will Scott, CEO, Search Influence
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
2. About Me: Will Scott
– First website online in 1994
– Built over 2,500 customized web sites in 18
months (with a production staff of 12).
– Former Vice President of YPsolutions
– Deployed over 300 online yellow pages a
year with print “look and feel”
– Part of team which took Sprint BestRedYP
from zero to 1,000,000 monthly visitors in
18 month (in 2005)
– Preaching the Gospel of Facebook Ads for
local business since 2009
– Local University faculty member
– Produced more than 150,000 pages of web
copy in 2013
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
3. Travel Portland Digital Seminar, sponsored by Oregonian Media Group
@w2scott
http://www.flickr.com/photos/seandreilinger/
Confidential, Property of Search Influence, LLC © 2014
4. The Only Company Google’s Afraid Of: Facebook
WEB / SOCIAL USAGE STATS
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
5. Most Visited
comScore March 2013 Top US Web Properties
Google Sites
Yahoo! Sites
Microsoft Sites
Facebook
Amazon Sites
http://goo.gl/ZiSwq
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
6. Most Searched
comScore March 2013 Top Google Web Searches
facebook
youtube
yahoo
yahoo mail
facebook login
http://goo.gl/YMjcI
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
7. Top Social Sites
eBizMBA Top Social Sites January 2014
(ranked by monthly unique visitors)
Facebook
Twitter
LinkedIn
Google+
Pinterest
http://goo.gl/IA2DH5
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
8. 1 in 4 Viewers Using 2nd Screen
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
11. “If you don’t like
change, you’re going to like
irrelevance even less.”
David F. Jakielo
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
14. A picture is worth 1,000 words
SHAREABLE CONTENT
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
22. Where to Socialize
Like everything else, it depends
• The big’uns
– Facebook
– Twitter
– LinkedIn
• The path less taken
– YouTube
– Pinterest
– Yahoo! Answers
• Old School
– Blogs
– Forums
– Real Life (best link-building is done offline)
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
23. And other video sharing sites
YOUTUBE
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
24. Great opportunity to Tell The Story
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
25. And have customers tell their story
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
26. Video Testimonials Have Impact
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
27. Not just for the ladies
PINTEREST
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
33. The Basics of Blogging
• Just Do It!™
• Or better yet, make your team do it
• Or your customers
• Testimonials
• To get more visitors, leave your blog
• YOU are an expert
• Industry news
• Best-practices
• Client stories
• Content is Easy
• See: Flickr / YouTube slides
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
34. The Power of Comments (OPB)
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
35. Most of OUR traffic is on our blog
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
36. Old School social networking.
FORUMS
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
37. Be a Helper, not a Pusher
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
39. Keys to Twitter Engagement
• Following
• Identify, follow and interact with local
Tweeps
• Presence
• Twitter stream moves fast – active
messaging and repetition help
• Interaction
• Be in the conversation & promote local
tweeps
• http://www.chrisbrogan.com/19-presence-management-chores-you-coulddo-every-day/
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
40. Following Tools – Data
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
41. Presence – Dealing with ADTD
• ADTD = Attention Deficit Twitter Disorder
• Your followers aren’t all online right now
• Tweet early, tweet often
• Repeat often when pushing promo / offer
• Be conversational
• It’s a “Social” media (or as I say re: SEO,
some of the best link-building is done offline)
• Highlight smart / witty / informative tweeps
• Do like your mama tol’ ya, don’t be ugly
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
42. Interaction – Who has time for
this?
• Give to get
• What do you have to offer?
• Who are you following? What do they have to
say? Why don’t you share?
• You don’t have to be online all the time.
• Can you plan ahead?
• Brainstorm, what could you share?
• Do you know of upcoming events?
Think local!
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
43. Tools Make It Easier
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
44. They say the “kids” are giving up on Facebook
INSTAGRAM
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
49. Fishing Where The Fish Are
FACEBOOK
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
56. Does it work?
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
57. Content of All Kinds
WHAT GETS SHARED AND SEEN?
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
58. Most Shared by Media Type
•
•
•
•
•
Video
Photo
Links
Status
*Questions?
http://www.imediaconnection.com/printpage/printpage.aspx?id=31503
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
59. Not All Images Are Equal
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
60. Not All Updates Are Equal
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
61. Tying A Steak Around Your Neck
SOME PEOPLE HAVE TO PAY FOR IT
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
62. Not just prospects, the right prospects
TARGETING
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
66. Just because you paid for it doesn’t make it less
satisfying
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
67. Why Pay for It?
• EdgeRank – Facebook’s Visibility Algorithm
• Affinity, Time Decay and Weight
• The more connections and the more interaction, the more likely your
content is seen
• Organic EdgeRank has been diminished
• Only ~10% of your fans will see an update
• New ad units can reinvigorate EdgeRank
• If a tree falls in the forest and there’s no one there to hear…
http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
69. Bringing It All Together
YEAH, YEAH,
BUT HOW DO YOU DO IT?
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
70. Does it work?
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
71. Does it work?
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
72. Like Candy from A Baby
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
73. Easier Than Falling Off A Log
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
75. Encourage Page Viewers to Connect with You
PRIME PAGES FOR CALLS TO
ACTION
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
76. Tracking Phone Numbers,
Contact Forms
Prominent Tracking
Phone #
Contact Form
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
77. Conversion Optimized
Landing Pages
• Define a “conversion”
–What do we want the user to do when
they come to the site?
–Optimize design, content and layout to
encourage that action
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
81. Lead Tracking
• Call Tracking Numbers
• Contact Forms
• Traffic Behavior via Google Analytics
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
83. Inquiry Delivered to Client
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
84. Understanding Touch Points
• Google’s Multi-Channel Funnel
– Shows referral sources for:
• Search engine optimization
• Paid Search
• Social Media
• Working collaboratively to drive leads and
conversions
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
86. Strategic Targeting
• Location targeting
– Control who sees our ads, based on their search
term and physical location (IP)
• Language targeting
• Device targeting
– Computers vs. Mobile vs. Tablets
• “Big Data”
– Now available everywhere
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
88. Yes, people do read them.
ONLINE REVIEWS
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
89. Reviews Matter
79%
of consumers trust online reviews as much as
personal recommendations.
85%
Said that they read online reviews to determine
If a business is “Good”.
The Local Consumer Review Survey 2014 From Bright Local (4,500 surveyed)
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
90. [0051] In one implementation, the number of
documents with reviews of a business may be
used as a factor in determining the location
prominence score of a document associated
with the business
Reviews from Different sites
Increase Rank
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
93. It’s ALL about how you respond.
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
94. But what about search?
BARNACLE SEO, FTW!
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
98. Hello, hello, hello. Is there anybody out there?
STUPID GOOGLE+ TRICKS
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
100. Putting It All to Work
CONCLUSION
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
101. Takeaways (feel free to tweet)
• Facebook is a vehicle for content delivery - and making
new connections.
• Good content with no promotion is a tree falling in the
forest with no one to hear.
• Promoting content on Facebook with promoted posts
is easier than falling off a log.
• In Social Media, if you have no audience, no one can
hear you scream.
• Experimentation is cheap and easy - figure out who
you want to talk to and get your message out.
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
103. Thank you!
Will Scott
– searchinfluence.com/blog
– wscott@searchinfluence.com
– twitter.com/w2scott
@w2scott
Travel Portland Digital Seminar, sponsored by Oregonian Media Group
Confidential, Property of Search Influence, LLC © 2014
Notas del editor Learn how you can use social media to perfectly target your ideal customer in ways you never thought possible Why should an SMB include social media in their marketing strategy?It’s everywhereIt’s how people spend their time onlineFacebook is among the most visited websites in the country, second only to Google, Yahoo and Microsoft sites. Why should an SMB include social media in their marketing strategy?It’s everywhereIt’s how people spend their time onlineFacebook is among the most visited websites in the country, second only to Google, Yahoo and Microsoft sites. Why should an SMB include social media in their marketing strategy?It’s everywhereIt’s how people spend their time onlineFacebook is among the most visited websites in the country, second only to Google, Yahoo and Microsoft sites. Talk about posts and which get most engagement / interaction:Photos- #1Suprisingly, next best is Status only (text only)VideoLinks Sometimes however, you have to buy the love. And the great news is that Facebook now has easier to use tools to help you do that. When Facebook rolled out sponsored stories, EdgeRank became much harder to obtain. So now, you have to pay for it. I’ve lived in the south for the last 25 years. What are you going to do.