Transcript On Viewable Impressions: Reporting vs. Buying

Local + Social: Like Peanut Butter + Chocolate
Will Scott
[email protected]
@w2scott
• David Mihm
• @davidmihm
• [email protected]
ABOUT SEARCH INFLUENCE
Helping customers successfully market online since 2006 through search
engine optimization (SEO), social media, paid online advertising, and
reputation management.
Search Influence
Reputation
84 full and part-time
employees
•
2011 Inc. 500 honoree
2013 Inc. Hire Power Winner
•
51 contract writers
•
•
Google AdWords &
Analytics Certified Staff
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Recognized leader in search
and social for local business
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Two decades in online media
•
Best Places to Work, 2014
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Google Certified Partner
As of 10/15/2014
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
OUR TEAM
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
ABOUT ME
WILL SCOTT
CEO, SEARCH INFLUENCE
• First website online in 1994
• Built over 2,500 customized web sites in 18
months (with a staff of 12 – 2000-2002)
• Deployed over 300 local online yellow pages /
year with print “look and feel”
• Part of team which took Sprint YP from zero to
1,000,000 uniques in 18 months (2003-2005)
• Speaks frequently on SEO, Social Media and
Content Marketing
• Local U Faculty member and forum moderator
• Search Engine Land columnist
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
Most Visited Sites
comScore August 2014 Top US Web Properties
Google Sites
Yahoo! Sites
Facebook
AOL, Inc
Microsoft Sites
http://goo.gl/ZiSwq
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
Most Searched
comScore March 2013 Top Google Web Searches
facebook
youtube
yahoo
yahoo mail
facebook login
http://goo.gl/YMjcI
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
http://www.checkfacebook.com/
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
© Local U Marketing Seminars LLC, 2014
SOCIAL MEDIA FOR BUSINESS
THERES MORE TO IT THAN YOU MIGHT THINK!
Setting Social Media Goals and Expectations
Choosing the Right Outlets
Facebook
Twitter
Google+
LinkedIn
Pinterest
Running a Successful Campaign
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
SETTING SOCIAL
MEDIA GOALS AND
EXPECTATIONS
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
WHAT IS IT
GOOD FOR?
Social Media is really great for
clients that want to achieve:
• Increase Brand Awareness
• Gain a Social Presence
• Build Brand Loyalty
Social Media may not be best
for clients that only want:
• Increased Foot Traffic
• Increased Sales
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
DEFINE YOUR
BUSINESS’ TARGET
AUDIENCE.
Image courtesy of: http://okpta.org/
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
TARGET AUDIENCE
• Know the difference between your
customers today and aspirational
customers
• Understand the demographics
• Understand the psychographics
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
KNOW YOURSELF /
YOUR BUSINESS.
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
YOUR BUSINESS
• Are you B2B or B2C? Do you have
something to sell?
• Do you have a lot of content to share and
is it newsworthy?
• Can and WILL your team create content?
• Who will hold them accountable?
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
CHOOSING THE RIGHT
OUTLET FOR OUR
CLIENTS
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
UNDERSTANDING THE
SOCIAL NETWORKS
1. Fast-moving consumer goods will perform better on Facebook than
luxury goods because the user base skews younger.
2. Twitter is primarily a news source for its users.
3. Pinterest is the place to be for food and drink related products or
content, as well as family or parenting content.
4. Instagram’s audience is primarily female (with projections to even out
by 2016) and between the ages of 18 and 44. Clothing, accessories and
entertainment-related brands find Instagram attractive for this reason.
• eMarketer report on Instagram use
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
INDUSTRIES THAT DO WELL ON FACEBOOK
IS
FACEBOOK
RIGHT
FOR
ME?
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Retail
Ecommerce
Technology
Travel
Consumer facing businesses!
CLIENT GOALS AND MOTIVATIONS ON FACEBOOK
• Reaching a large number of people
• Building brand awareness and loyalty
• Gaining a strong presence on social media
SETTING CLIENT EXPECTATIONS FOR A FACEBOOK
CAMPAIGN
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Will Scott: At the Intersection of Local and Social
Automotive
Consumer Goods
Financial Services
Gaming
Politics
Building a fan base takes time and money, it’s okay to be patient
You may not see an immediate increase in sales as a direct result
of posting to Facebook
We encourage clients to supplement our posts with more
personalized photos or celebrations from around the office, but you
don’t want to post too much – it can be a turn off for page fans if a
business is constantly showing up in their news feed
© Local U Marketing Seminars LLC, 2014
BRANDED FACEBOOK GRAPHICS
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
SUCCESSFUL FACEBOOK POSTS/ADS
FACEBOOK
INFORMATIONAL
POST
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
SUCCESSFUL FACEBOOK POSTS/ADS
FACEBOOK
PRODUCT/PUBLICITY
POST
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
SUCCESSFUL FACEBOOK POSTS/ADS
ENGAGEMENT
POST
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
INDUSTRIES THAT DO WELL ON TWITTER
IS
TWITTER
RIGHT
FOR ME?
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Automotive
Consumer Goods
Professional Services
Finance
Health
Government
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Entertainment
Media/News
Retail
Education
Restaurants
Non Profits
CLIENT GOALS AND MOTIVATIONS ON TWITTER
• Pushing out a constant flow of content (like blogs) to your
followers
• Building brand awareness and loyalty
• Establish a brand personality
• Increasing engagement and interaction with followers
SETTING CLIENT EXPECTATIONS FOR A TWITTER
CAMPAIGN
• Building a fan base takes time and money, and without a big
budget – it can take more time to gain a big following
• There may be less traffic and reach on Twitter
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
BRANDED TWITTER GRAPHICS
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
SUCCESSFUL TWITTER CAMPAIGNS
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
IS
GOOGLE
PLUS
RIGHT
FOR
ME?
Will Scott: At the Intersection of Local and Social
INDUSTRIES THAT DO WELL ON GOOGLE+
• Store Front Businesses
• Service Area Businesses
• Brands/Products
• Multi-Location Businesses
• Entertainment
CLIENT GOALS AND MOTIVATIONS ON GOOGLE+
• Gain traction on Google (for social and SEO purposes)
• Building brand awareness and loyalty
• Increasing presence across multiple social platforms
• Helps support brand on Google and YouTube
SETTING CLIENT EXPECTATIONS FOR A GOOGLE+
CAMPAIGN
• Since Google+ is new to the social media industry, it doesn’t
have a high number of active users. It is still essential to your
SEO efforts.
• Having an active Google+ page may help your brand in the
SERP
• We will need to verify the listing via phone or postcarda
© Local U Marketing Seminars LLC, 2014
BRANDED GOOGLE+ GRAPHICS
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
SUCCESSFUL GOOGLE+ CAMPAIGNS
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
INDUSTRIES THAT DO WELL ON LINKEDIN
• Business to Business Sales/Service
• Highly Technical or Specialized Companies
IS
LINKEDIN
RIGHT
FOR ME?
Will Scott: At the Intersection of Local and Social
CLIENT GOALS AND MOTIVATIONS OF LINKEDIN
• Establish your business as an industry leader
• Provide industry wide knowledge
• Increase brand presence on an additional social media
platform
SETTING CLIENT EXPECTATIONS FOR A LINKEDIN
CAMPAIGN
• The client should have a deep understanding of their target
demographics
• LinkedIn can help with brand awareness, it is not the main
factor in increasing lead generation for a business
© Local U Marketing Seminars LLC, 2014
BRANDED LINKEDIN GRAPHICS
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
SUCCESSFUL LINKEDIN POSTS/ADS
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
IS
PINTEREST
RIGHT
FOR ME?
Will Scott: At the Intersection of Local and Social
INDUSTRIES THAT DO WELL ON PINTEREST
• E-Commerce Companies
• Home Improvement
• Entertainment
• Health and Beauty
CLIENT GOALS AND MOTIVATIONS OF PINTEREST
• Establish your presence online
• Increase brand awareness and personality
• Provide very shareable content for customers
SETTING CLIENT EXPECTATIONS FOR PINTEREST
• Many of the pins will be focused on the engagement and
informational side of the content spectrum
• It’s beneficial to have evocative photos of product and /
or results
• Solely running a Pinterest campaign will not increase ecommerce sales or foot traffic
© Local U Marketing Seminars LLC, 2014
BRANDED PINTEREST PROFILES
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
SUCCESSFUL PINS
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
SPEAK THE LANGUAGE
OF YOUR NETWORKS
Image courtesy of: Reader’s Theater
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
FACEBOOK / GOOGLE+
• Pictures, pictures, pictures
• Easy on the sales messaging
• Feature your fans
• Reward them too
TAILORING
CONTENT
TO THE
PLATFORM
TWITTER
• News, news, news and post more frequently
PINTEREST
• Use rich pins on your website (for recipes, etc)
• Make it super duper visual
• How tos, visual step-by-steps
• Provide prices in the pin copy
LINKEDIN
• News, Industry-related info
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
Some People Have to Pay For It
Tying A Steak Around Your Neck
© Local U Marketing Seminars LLC, 2014
Just because you paid for it doesn’t make it less
satisfying
© Local U Marketing Seminars LLC, 2014
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
© Local U Marketing Seminars LLC, 2014
Paying for Love
Accelerating Content Discovery
© Local U Marketing Seminars LLC, 2014
Does it work?
© Local U Marketing Seminars LLC, 2014
Does it work?
© Local U Marketing Seminars LLC, 2014
Like Candy from A Baby
© Local U Marketing Seminars LLC, 2014
The Magic Recipe
© Local U Marketing Seminars LLC, 2014
Targeting
•Not Just Customers, The Right Customers
© Local U Marketing Seminars LLC, 2014
© Local U Marketing Seminars LLC, 2014
© Local U Marketing Seminars LLC, 2014
© Local U Marketing Seminars LLC, 2014
Campaign Reach: 83498
Frequency: 1.3
Social Reach: 173
Connections (Fans): 650
Clicks: 670
CTR: 0.602%
Cost Per Fan: $0.17
7 Days in January
© Local U Marketing Seminars LLC, 2014
© Local U Marketing Seminars LLC, 2014
© Local U Marketing Seminars LLC, 2014
© Local U Marketing Seminars LLC, 2014
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
RESOURCES
• The Ultimate Beginner’s Guide To Finding Your Audience In Social
Media
• LinkedIn May Not Be The Coolest Social Network, But It's Only
Becoming More Valuable To Businesses
• 4 Tips To Instagram Your Business
• Instagram Usage in the US Surges 35% in 2013, Rivals Twitter for
Smartphone Audience
• US Twitter User Base Begins to Mature
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014
THANK YOU!
WILL SCOTT
[email protected]
searchinfluence.com/blog
twitter.com/w2scott
Will Scott: At the Intersection of Local and Social
© Local U Marketing Seminars LLC, 2014