NY State SBDC Social Media Session

transcript

5/7/2012 DRAGONSEARCH MARKETING I May 2012 1

Josepf Haslam, Biz Dev, DragonSearch - @JosepfDeidre Drewes, Interactive Culture Cultivator - @deidredoom

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

Promise

What it looks like

OWNEDproperties

PAIDmedia

SOCIALplatforms

EARNEDmedia

RICH MEDIA CONTENTDIGITAL

PROPERTIESWEBSITES

CUSTOM BUILT PORTALS

ADVERTISINGBANNERSDISPLAYPAIDENDORSEMENTS

EMBASSIES

OUTPOSTSRELEVANT MESSAGE

BOARDSBLOGOSPHERE

PARTNERSHIPSINFLUENCER NETWORKSBRANDED ENTERTAINMENT

NICHE PLATFORMS

INFLUENCER ENGAGEMENT

Social Engagement Concentrated HereSource: David Armano. Edelman Digital 2010. edelmandigital.com

WORLD OF ENGAGEMENT World of Engagement

Evolution

Self Published Indexes/Directories1: 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: Social Voting, Site Authority, Awesome content,

Citations, Connectedness

Step back

• 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.

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

• 80% will change a decision based on Negative ReviewsGraphic Source: http://www.brafton.com/infographics/why-content-for-seo

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

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.

McGinnis Example

JOIN COMMUNITIES CREATE COMMUNITIES

SUB-SEGMENTS

WHO ARE THE INFLUENCERS?

SOCIAL MEDIA

Where do you belong?

Where do you belong

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

Virtuous Circle of Social Media for SEO

NEW SCHOOL

OLD SCHOOL

BROADER LONG TAIL

RELATIONSHIPS

RELEVANT

CONNECTIONS

SHORT HAND OPTIMIZATION

(keyword stuffing as well)

BACKLINKSReciprocal Linking

(many times purchased)

SEO-NATURAL SEARCH

Connection relevance secondary

Fueled by

Social Media

SEO Natural Search

Pinterest Case Study: ModCloth

• Created a contest that required users to create a vintage themed wedding pinboard

• 20 items were required on this pinboard: 4 items to come directly from the ModCloth site

• Contest required the use of branded #hashtags that are trackable via Pinterest

• Profile bio completed with links to additional social profiles

• 21,898 followers on Pinterest (and growing)

Facebook Case Study: Spotify

• Uses Timeline to create a history of not only the company, but also the music industry

• Uses Cover Photo to create a call-to-action • Includes custom apps as resources for fans,

including a careers and download tab• Branded with proper company logos• Rich content (images, songs & videos) posted

regularly

LinkedIn Case Study: Hewlett Packard

• Customized product and services banner to promote an industry conference with call-to-action

• 19 products and services listed on the company page• Updated logo and description about the company• Video about the company featured (not pictured)• Substantial size of following in addition to

recommendations. • Stock index linked with company profile

Twitter Case Study: Southern Hospitality BBQ

• Responds to mentions on Twitter, even if indirect (excludes @ symbol)

• Shares photos regularly to promote specials, events and celebrity sightings

• Monitors FourSquare check-ins and responds to individuals who have visited the restaurant

• Builds relationships with other local businesses for customer referrals

• Retweets positive media mentions and endorsements from diners

• Tweets trend-worthy content, including references to sports games, boxing matches and the Kentucky Derby

Twitter Case Study: Southern Hospitality BBQ

Any and all questions entertained!

Q & A!

Josepf Haslam, Deidre Drewes| DragonSearch.net/blog

Josepf@dragonsearch.net | Twitter: @Josepf

Deidre@dragonsearch.net | Twitter: @DeidreDoom

Josepf Haslam, Deidre Drewes | DragonSearch.net/blog

Josepf@dragonsearch.net | Twitter: @JosepfDeidre@dragonsearch.net | Twitter: @DeidreDoom

Thank You!

Social MarketologyRelease date: June 2012

Available Pre-order on Amazon!

Presentation: http://bit.ly/NYSBCCJJH