social media beyond linkedin
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Driving Brand SuccessMarketing Strategy | Branding | Social Media
Marketing
Social Media: Beyond LinkedIn
6.0
January 2014
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Facilitating Brand SuccessDriving Brand Success
“Social Media is about the people! Not about your business. Provide for the people and the people will provide for you.” -Matt Goulart
“In the long history of humankind those who learned to collaborate and improvise most effectively have prevailed.” -Charles Darwin
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What to expect from today’s session
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What are we covering today?
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Part 1
Where Do YouBegin Your Online
Search?
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5,922,000,000
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Why Is Google Important?
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So what isSearch Engine Optimization (SEO)
and why do you need it?
How Does This Relates To Google?
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Search Engine Optimization (SEO) The process of improving the volume & quality of traffic to a web site incl. online conversation from search engines via "natural" (organic or algorithmic)search
results.
The active practice of optimizing a website by
improving internal and external aspects in order to increase traffic the site receives
from search engines.
SEO refers to techniques that help your website rank higher in the organic/natural search results including online
conversations.
This helps more people who are looking for your career profile to find you.
Source: www.seostore.ca
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You have to be found onPage 1!
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How Do Search Engines Work?① Search engine bots/spiders are
continuously crawling the web, making note of new pages and content. They are not overly sophisticated, which is why html sites with properly built links/navigation often outrank more dynamic sites that use Flash and JavaScript links.
② Specialized search spiders later return to web pages to gather new information and it is eventually added to the search engine’s index. Again, these bots are basic…they can read text and links, but not much else.
③ When you conduct a search, the results are displayed almost magically, but a lot is happening behind the scenes. Results are pulled from the current Index, based on a complex algorithm which ranks the results.
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SEO Recipe?
•Keyword Research•How do people search?•Competition level•2-4 word phrases•Online conversations
•On Page Factors•Customized URL•Page Title•Keywords in Content (long-tail)•Heading Tags
•Link Building•Internal•External•Anchor Text•Social media real estate
Improved Organic Ranking
Higher Visibility
Increased Traffic
More Job Leads
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8 Steps to SEO Success
① Think about keywords + long-tail search② Put keywords in page title③ Put keywords in page URL④ Put keywords in meta data (description
and keywords)⑤ Use keyword in the page content⑥ Keywords in online Conversations⑦ Build links to your profile⑧ Monitor your site traffic and rank⑨ Be consistent across all entities
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Keywords are GOLD !
Internet is primarily driven by text
Words are the most important content on every website
Users find websites based on keywords
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Organic versus Paid
• 30%70%
30%
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SEO versus SEM & PPCSEO Pros Free (not including resources) Searchers click on organic search results more often than paid PPC
Cons
Time consumingTakes years to learn & understandTakes longer to see results
SEM/PPCPros Excellent at creating awareness quicklyCampaigns can be budgeted to fit a business’s needs
Cons Can be pricey ($25-$100,000 a month)Must be managed constantly (daily/weekly)ROI can be difficult to manage - Clickfraud
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Google Keyword Planner
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@ http://tagcrowd.com
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TagCrowd
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Wordle
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Alternatives Search Engines to Google
Where to Start?
LinkedIn ✓
Google+ (Business)
Personal Website/Blog
Mobile Apps
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What are the Top Social Media Sites?
•(Source: All Twitter, 2012)
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8 Reasons and more to use Google! Google Alerts @ www.google.com/alerts Google News @ https://news.google.com Google Scholar @ http://scholar.google.ca Google Gmail @ http://gmail Google Docs @ https://docs.google.com Google Search = Calculator Google Street View @ http://maps.google.ca Google + (for Business) @
http://www.google.com/+/business Google for Entrepreneurs launching soon✔
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Why Google + (Business)?
550 Million + Total User > 350 Million Active User > 750 % Growth Rate
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Google + @ http://www.google.com/+
Your(SEO) Brand
Opportunity !
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Google +@www.google.com/+/demo/
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Google + @ http://www.google.com/+/business
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Part 11
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1 2 3
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Using Facebook to Research?
1.15 Billion Users + 200% Growth + 23% check their
Facebook updates 5x per day
50% log-in every day Available in 70
languages
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273 MillionUS Internet
Users
158 Million
US Facebook Users
58% of US internet users are on Facebook.
23 MillionCanadian
Internet Users
18MillionCanadian Facebook
Users
78% of Canadian internet users are on Facebook
North American’s # 1 users of Facebook!
Sources: www.socialbakers.com, Internet World Stats, May 2012
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Facebook: Using it Strategically
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Facebook Advantages① Turn your friends into agents.② Read news feed. Someone may post a “does
anyone know...” ③ Just like LinkedIn, there are Facebook groups.
Watch and get active.④ You can email anyone in Facebook.⑤ Research and join (“like”) company pages.
Watch and participate.
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Facebook Marketplace
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Over 1,500 jobs listedIn Toronto + 100km
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Facebook App !3M + Jobs ✔
30M registered users ✔
3.4 million use the app monthly ✔
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Half of employers (50 percent) are using Facebook in their hiring process.
A majority (54 percent) already using the social network anticipates Facebook becoming a more important part of the talent acquisition process in the near future.
Of companies using Facebook to acquire new potential employees, more than half state the importance of networking and referrals.
The number one suggestion by recruiters (87 percent) is for candidates using Facebook to 'Like' a desired company's Facebook page, followed by using Facebook as a networking tool.
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Facebook for Business@ www.facebook.com/business
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Facebook Business Success Stories
Diagio with Captain Morgan
Equine Dentist
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Facebook:Protecting Your Privacy
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13 Million + User on Facebook in the US do not use their privacy
setting.
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Mobile
Mobile Web Traffic is Sky Rocking
62% increase in 1 year.
•© Knightsbridge
77% of Job Seekers are using Mobile Job Search Apps
Mobile Apps for your Job Search6 Mobile Useful Job Search Apps
①Monster
②Linkup
③CareerBuilder
⑤Indeed
⑥Now Hiring (99Cents)
Free
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Other Research and Networking ideas!
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Alltop @ www.alltop.com
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SmartBrief @ www.smartbrief.com
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YouTube @www.youtube.com
2nd largest search engine
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Public Library @ www.torontopubliclibrary.ca
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Public Library @ www.torontopubliclibrary.ca
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Meetup @www.meetup.com
47 meetups before noon alone!
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Digital Real Estate:Finding and Securing your
Name / “Handle”
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Knowem @ www.knowem.com
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Knowem@ http://knowem.com
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What’s a Blog?
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There are 164,000,000 + Blogs worldwide!
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Blog Readers from 2008 to 2014
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Pros: Having a Site/Blog presence A central location to establish
credibility and great for audience building.
Allows others to learn more about you – when you’re not there.
Fresh content to feed social media efforts.
SEO and analytics benefits.
You own it.
Examples: Wordpress.com, Wordpress.org.
Cons: Having a Site/Blog Presence
Requires regular commitment - can be time consuming
May require outside expertise
May have costs
Challenge securing domain name
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How a Blog Can Help Your Job SearchHelps your brand when prospective employers
Google you.
Additional way to showcase your portfolio of talents:
Subject matter expertise Communication skills Values Success stories Opinions, critical thinking
Can support selling yourself to a specific target.
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Examples!
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Guest Blogging① Find a blog you like.② Begin sharing posts through social media.③ Start commenting – speak to blog owner and
other readers.④ Develop relationship with owner (private
communications, meet in person).⑤ Offer to guest post.⑥ Share links to your post.
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ICEROCKET @ www.icerocket.com
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Protecting Your Online Reputation!
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How to protect your reputation?① Decide in advance what information you should
and should not disclose.② Don’t presume privacy.③ Avoid negativity.④ Don’t get into fights, but converted detractors
become fans.⑤ Ensure online profile doesn’t contradict activity
in the offline world, and that messages are authentic.
⑥ Don’t try to pretend you are someone you’re not.
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Bonus Ideas for Extending Your Digital Presence
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HARO (Help a reporter out)@ www.helpareporter.com
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HARO (Help a reporter out)@ www.helpareporter.com
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Part III
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Before you can measure, you have to know what you’re trying to doIs it awareness?
# of unique visits (each visitor is counted only once during the measurement period)
# of visits from search # traffic from social networks # new visitors from social networks # of positive mentions in social media Share of voice # of inbound links % of new visits
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Is it to drive sales? # of referrals to your site
# of downloads/requests for content
# of requests for quotes
# of conversions to sales
Before you can measure, you have to know what you’re trying to do
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Is it to build community/loyalty? # of repeat visits
# of subscribers
# of comments and quality of comments
Extent of sharing
Net promoter score (how likely are you to recommend to a friend)
Before you can measure, you have to know what you’re trying to do
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Google Analytics@www.google.com/analytics/
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Google Analytics@www.google.com/analytics/
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Social Mention@ http://socialmention.com
Note: Search engine for user-generated discussions that are not typically indexed by major search engines as they do not reside on static pages.
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Social Mention@ http://socialmention.com
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KLOUT @ www.klout.com
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Create a “Listening Report”
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Creative Job Searchers!
www.ravoth.comhttp://vimeo.com/21228618
Creative Job Searchers!
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A mobile service that lets you capture and share short looping videos. Like Tweets, the brevity of videos on Vine (6 seconds or less)
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www.ravoth.comwww.youtube.com/watch?v=9EzNll1U2N8&feature=player_embedded
Creative Job Searchers!
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Last Word: Protect Your Data! Back up your data regularly (e.g.
external hard drive, mac time machine) Have multiple email addresses Do not rely on only one channel to
access your email (e.g. BlackBerry, Mac Mail, Gmail)
Social sharing (e.g. Twitter) Google docs Track your passwords (risk?)
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Password Manager Applications
1. LastPass www.lastpass.com2. RoboForm www.roboform.com3. Keepass www.keepass.com4. Password Safe
www.passwordsafe.sourceforge.net5. KeyWallet www.keywallet.net
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Presentation will be available @ slideshare.net/jravoth
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