#smbs12 #buffalo 2-17-2012 @josepf haslam

2/14/2012 DRAGONSEARCH MARKETING I February 2012 1

Josepf Haslam, Biz Dev, DragonSearch - @Josepf

Get Social or Die: Why & What on Social’s Business Influence

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Dawn

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Promise

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What it looks like

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OWNED

properties

PAID

media

SOCIAL

platforms

EARNED

media

RICH MEDIA CONTENT

DIGITAL

PROPERTIES WEBSITES

CUSTOM BUILT PORTALS

ADVERTISING BANNERS DISPLAY PAID ENDORSEMENTS

EMBASSIES

OUTPOSTS RELEVANT MESSAGE BOARDS

BLOGOSPHERE

PARTNERSHIPS INFLUENCER NETWORKS BRANDED ENTERTAINMENT NICHE PLATFORMS

INFLUENCER ENGAGEMENT Social Engagement

Concentrated Here

Source: David Armano. Edelman Digital 2010. edelmandigital.com

WORLD OF ENGAGEMENT World of Engagement

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Evolution

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0: Self Published Indexes/Directories

1: Human Published SERPs (Yahoo)

2: Counting Words on a Page (Altavista/Lycos)

3: Counting Words & External Links (Google)

4: PageRank as “Voting” with Links (Google/Bing)

5: PageRank & Social Voting (Bing/Google)

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Step back

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Why

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• 71% to 83% of people use “Reviews” to influence Purchase decisions

• 80% will change a decision based on Negative Reviews

• A study of 56 billion impressions, 2.7 billion clicks and $13 billion in revenue concludes that inclusion of Social Media increases revenue 84% over natural search alone.

•They buy something from you •Social proof •Influencer outreach •Share of voice in community •Engagement •Shared •Like more

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McGinnis Example

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@ricdragon | Ric Dragon | Graphic Excerpted from the book Social Marketology

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JOIN COMMUNITIES CREATE COMMUNITIES

SUB-SEGMENTS

SUB-SEGMENTS

WHO ARE THE

INFLUENCERS?

SOCIAL MEDIA

Where do you belong?

Where do you belong

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NEW SCHOOL OLD SCHOOL

BROADER LONG TAIL

RELATIONSHIPS

RELEVANT CONNECTIONS

SHORT HAND OPTIMIZATION

BACKLINKS

Reciprocal Linking

SEO-NATURAL SEARCH

RELEVANT CONNECTIONS

Fueled by

Social Media

SEO Natural Search

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Josepf J Haslam, DragonSearch.net/blog

Josepf@dragonsearch.net | Twitter: @Josepf

Thank You!

Social Marketology

Release date: June 2012

Available Pre-order on Amazon!