getting social: getlisted localu grand rapids

@w2scott

© Search Influence, LLC 2011

GETTING SOCIAL ONLINEGetListed.org Local University - Will Scott

@w2scott

© Search Influence, LLC 2011http://www.flickr.com/photos/sheepies/

@w2scott

© Search Influence, LLC 2011http://www.flickr.com/photos/darrenhester/

http://www.searchinfluence.com/2010/11/have-you-measured-it/

@w2scott


About Me

Will Scott• Working Online since 1994• Promoting Sites since 2001• President / Owner,

SearchInfluence.com

Search Influence• Largest Online Marketing Firm on Gulf Coast• Nationally recognized in Local Search & Social

@w2scott


What’s Coming

Your Social / Media Opportunities– Blogs, YouTube, Flickr, Facebook, Twitter

Your Customers’ Feedback– Reviews, Ratings, Customer Generated

Content

Your Online Reputation– Monitoring and managing the dialog

@w2scott


BUILDING TRUST

@w2scott


@w2scott

© Search Influence, LLC 2011© Search Influence, LLC 2011

@w2scott


SOME STATISTICS

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@w2scott


Facebook (already out of date)

@w2scott


Importance of Social Engagement

Local Search Usage Study:15miles / comScore, Inc

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Social Customers are Buyers

Local Search Usage Study:15miles / comScore, Inc

@w2scott


SOCIAL / MEDIAStarting The Conversation


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Your Blog – Home Base

Why Should you Blog?• Educate, Inform, Answer Questions

@w2scott


@w2scott


Your Blog


• Show Human Side

@w2scott


@w2scott


Your Blog


• Show Human Side

• Build Relevant Content

@w2scott


@w2scott


Your Blog


• Show Human Side

• Build Relevant Content

Why Not Blog?• Nothing to Say

• No Time

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YOUTUBEVideo Sharing Sites

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Great opportunity to Tell The Story

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And have customers tell their story

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Video Testimonials Have Impact

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FLICKRPhoto sharing sites

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Pink Cake Box on flickr

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flickr is an opportunity for information and SEO keywords

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TWITTER

@w2scott


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-could-do-every-day/

@w2scott


Following – Relevant & Local

• Following Tools:– Twitter Search

http://search.twitter.com/advanced

@w2scott

© Search Influence, LLC 2011© Search Influence, LLC 2011

@w2scott


Following – Relevant & Local

• Following Tools:– Twitter Search

http://search.twitter.com/advanced

– FriendOrFollowhttp://friendorfollow.com/

– Many, many more

@w2scott


Following Tools – Data

@w2scott


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


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


FACEBOOK

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@w2scott


Ads for Fans / Attendees

• To know me is to love me.

• Existing customers are more likely to make a purchase than new customers

• You have a higher level of attention from those coming to an event or who are already your fans.

@w2scott


http://www.flickr.com/photos/pinkcakebox/

@w2scott


Facebook Advertising ROI

• We’ve seen huge savings on a cost per lead basis with Facebook.

• Leveraging advanced targeting increases likelihood of conversion.

• Get ‘em where they live.

@w2scott


Advantages of Facebook Advertising

•Demographic Targeting

•Lower Cost / Click than Other Online Ads

•Magazine-Like Editorial Ads

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Demographic Targeting

Target By:•Geo-location•Age•Sex•Education Level•Relationship Status•Sexual Orientation•Connections•Keywords

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Demographic Targeting

• Directly advertise to your core audience based on profile information

• No organic competition– Unlike Search Engine Advertising, there is not organic

results to compete with

• Eliminates ad blindness due to oversaturation – Ads from different industries are often show together

• (Example: marketing, musician fan page, and restaurants)

@w2scott


YOUR ONLINE REPUTATIONManaging, Monitoring and Responding

@w2scott


Listen First

Basic Listening Tools• http://www.google.com/alerts

• http://alerts.yahoo.com/

• http://www.bing.com/news

• http://twe.pe/

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Listen First

Going Deeper• http://socialmention.com/

• http://blogpulse.com/

• http://yelp.com/business

• http://www.myreviewspage.com/

@w2scott


Then Respond Appropriately

http://blumenthals.com/blog/2010/03/16/responding-to-negative-reviews…

@w2scott


WHERE DO I GO FROM HERE?Bringing it All Together

@w2scott


Where Do I go from Here?

• Social Media is here to stay

• Your customers are already there

• They Want to Hear from You!

• They’re already talking about you

• Monitor, Manage and Respond

• Get involved before it goes badly

• Have fun!

@w2scott


Thank You!

Will Scott• searchinfluence.com/blog

• [email protected]

• twitter.com/w2scott

getting social: getlisted localu grand rapids

Technology

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local search social

local tweeps http

combusiness http

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social customers

conversation search

relevant local following