aima search marketing sig spring 2016: google's new directions

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Managing Reviews & Google’s New Directions


April 2016 AiMA Search Marketing SIG Event

Managing Reviews & Google's New DirectionsGoogle’s at it again! And it’s changing everything - for your digital footprint. Google+, AdWords, customer online reviews - not to mention the effects on reputation management in other reviews listings and directories. But it’s not just about Google - how do current directory listings channels and services impact your marketing at large? Our expert panelists come from different search-marketing roles, disciplines and companies to cover these topics and more. Learn what they have to say for an up-to-the-minute understanding of geo-local listings and reputation management.

Sample of topics covered: • Why Google reviews are easier to post than before & what you need to know• New strategies for reputation management• What exactly is Google rebuilding for Google+?• Geo-local directories: mergers, data-sharing and new players• Spend Management

Key takeaways: • Understanding the current state of geo-local

listings and reputation management approaches • Ability to adapt these as part of digital marketing

strategy and planning


AiMA Agenda: Breakfast Event

Morning Agenda:

8:00 - 8:30 AM // Breakfast & Networking

8:30 - 9:15 AM // Panel Discussion

9:15 - 9:30 AM // Q&A

9:30 - 10:00 AM // Additional Networking



Moderator:Jake Aull - Professor of Social Media Marketing/SEO, GSU; Head Honcho, ZenFires Digital Marketing; Author, WordPress SEO Success; Chair of AiMA Search Marketing SIG

Panel Speakers: Ed Peterson, Director, Community Marketing, YP Vincent Washington, Social Media Manager, UPSDavid Wright, President & Chief Marketing Officer, W3 Group Marketing


Moderator: Jake AullJake Aull wrote and started teaching Georgia State University's first course in Social Media Marketing in 2010/2011, which he continues to this day. He has also written books for Pearson-Prentice Hall, including WordPress SEO Success (currently in Barnes and Noble bookstores) and the Instructors’ Manual to Pearson’s first Social Media Marketing text book. He has been a leader and speaker in social media marketing and SEO in the southeast. Jake is Head Honcho of ZenFires Digital Marketing in Atlanta, GA, providing Search Marketing services and consulting to various clients and companies across the U.S. Jake has also been published and cited in publications such as Atlanta Business Chronicle and OZ Magazine and is Chair for Atlanta Interactive Marketing Association Search Marketing SIG 2015.

Jake Aull Head Honcho, ZenFires | @jakeaull zenfires.com | slideshare.net/jakeaull


Panelist: Ed Peterson, YP

Ed Peterson is a Director of Marketing at YP.Ed conceived and launched YP’s community marketing program in 2014 after organizing and leading YP’s first social media team. Prior to his work in the local search space, Ed crafted demand generation strategies for AT&T and a number of Atlanta-based service businesses. He was a finalist for the 2013 Shorty Award for Best Use of a Hashtag on Twitter. A veteran of three Atlanta startups, Ed also worked in Asia for five years as the head of corporate marketing and U.S. investor relations for Test Rite International. Ed tweets about intown living, fathering and food stall delicacies @ed_peterson.


Panelist: David Wright, W3 Group

David B. Wright is a bestselling author and is President & Chief Marketing Officer of W3 Group Marketing, a marketing firm that helps growth-oriented businesses get more customers, clients or patients. David provides marketing services ranging from high-level strategic direction down to the tactical implementation including SEO, video marketing, mobile, local, social, online PR, and more. Video SEO is a particular sweet spot - David has gotten to Page One of Google in as fast as two minutes!


Panelist: Vincent Washington, UPSVincent Washington | Social Media Manager at UPS.

Vincent’s career experience is built in the areas of mobile technology, IT consulting, multichannel marketing, sponsorships, and business development. All hemmed together through the ability to sell and foster trusted relationship.

Building highly effective teams is a passion. Being a working GSU Social Media Marketing professor has afforded him the opportunity to teach and learn from the millennial generation. Vincent helped pioneer disruptive mobile communications. As an early adopter of digital influencer marketing, he strives to push the limits with proactive social listening, though leadership and social selling through proven industry knowledge and expertise.

Along with running 1 full marathon in all 50 United States. 14 complete. 36 to go.

In 2014, co-created the UPS #WishesDelivered campaign. The centerpiece video “UPS Driver for a Day” has garnered over 8 million social views…and still growing.

Previous employers include hyper growth organizations BlackBerry and LinkedIn.

Vincent Washingtonwww.linkedin.com/in/vincentwashington |@VincentWash

http://www.linkedin.com/in/vincentwashington



• Why Google reviews are easier to post than before - & what you need to know

• New strategies for reputation management – Proactive listening Don’t wait for the conversation to happen to you!



• What exactly is Google rebuilding for Google+?

• Geo-local directories: Mergers, data-sharing and new players – The new mobile geo-local landscape

• Online reviews and geo-local strategies for website backlinks - yes, even for e-commerce!



• "Buying" placement on channels like Yelp to cancel out competitors

• Services for geo-local listings management



• Spend management: – Should I buy monthly management Should I buy ads?

What can I do myself? – Google ads removed from sidebar

• Other topics to cover


April 2016 AiMA Search Marketing SIG Event

Summary: Managing Reviews & Google's New Directions

• Why Google reviews are easier to post than before & what you need to know• New strategies for reputation management• What exactly is Google rebuilding for Google+?• Geo-local directories: mergers, data-sharing and new players• Spend Management


Questions, Notes & Networking


Thank You!