Josh Dahmes - Roles of Social & SEM

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Acronyms: The Role of Social & Search Engine Marketing. Slides from Josh Dahmes, of Risdall Marketing Group,'s presentation at the 2012 Student Advertising Summit.

Negócios Tecnologia

2012 Student Ad Summit

# d ss
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Student Ad Summit RISDALL MARKETING GROUP ©2012

The Acronyms of Online Marketing

Student Ad Summit RISDALL MARKETING GROUP ©2012

Why should you care?

 Always learning
 Always changing
 It’s cool… no really…
 Money

 Jobs, JOBS, JOBS!!!

Student Ad Summit RISDALL MARKETING GROUP ©2012

Social Media

Student Ad Summit RISDALL MARKETING GROUP ©2012

Student Ad Summit RISDALL MARKETING GROUP ©2012

The Big 6 Channels

Student Ad Summit RISDALL MARKETING GROUP ©2012

For the stats junkies
 845 million registered accounts in Feb. 2012
 7.9 new registered users every second
 80+% of Facebook users are outside the US
 124% growth of users 65+ (fastest growing)
 35 million unique status updates per day
 January 2012 filed for an initial public
offering
 Estimated market cap… 100 Billion!?!?

Student Ad Summit RISDALL MARKETING GROUP ©2012

For the stats junkies

 135 million members
 12 million small business professionals
 2 million C-level executives
 1.3 million small business owners

Student Ad Summit RISDALL MARKETING GROUP ©2012

LinkedIn ads

Student Ad Summit RISDALL MARKETING GROUP ©2012

LinkedIn ad creation

Student Ad Summit RISDALL MARKETING GROUP ©2012

LinkedIn ad targeting

 Geography
 Industry
 Company Size
 Company
 Job Title
 LinkedIn Groups
 Gender/Age
Student Ad Summit RISDALL MARKETING GROUP ©2012

For the stats junkies

 Beta launch in June 2011
 90 million members
 A recent estimate says 625,000 new
accounts per day in December
 Wasn’t even open to kids under 18 until a
month ago

Student Ad Summit RISDALL MARKETING GROUP ©2012

Getting Started
 Set your objectives
 Map your audience
 Identify a social leader
 Develop a rapid response team
 Always be transparent
 Add value
 Listen, listen, listen

Student Ad Summit RISDALL MARKETING GROUP ©2012

Search Marketing

Student Ad Summit RISDALL MARKETING GROUP ©2012

Top Search Engines

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Student Ad Summit RISDALL MARKETING GROUP ©2012

5 – 20% S PONS ORE D S E ARC H ADVE RTIS ING (PPC )

Organic S earc h Lis tings
(Natural/Free)

Student Ad Summit RISDALL MARKETING GROUP ©2012

Let me Google that for you…
 34,000 searches per second
 Comes out to something like 3 billion per day
 It may only be 5-20% but…
 Google made over $30 billion in PPC search spend
in the last fiscal year
 Market cap of over $200 billion

Student Ad Summit RISDALL MARKETING GROUP ©2012

 Title
 Page URL/File Name Keywords
 Meta Description
 Header Tag
 Body Text
 Image Alt Attributes
 Image File Names

Student Ad Summit RISDALL MARKETING GROUP ©2012

Where to go from here?
 Volunteer
 Get an internship
 Create your own Facebook ad
 Get certified

 http://google.starttest.com/
 Follow some people

 http://www.marketingpilgrim.com/2011

Student Ad Summit RISDALL MARKETING GROUP ©2012

Questions?

Thank you!

@jdahmes
josh@risdall.com

Student Ad Summit RISDALL MARKETING GROUP ©2012

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Josh Dahmes - Roles of Social & SEM

9. For the stats junkies  845 million registered accounts in Feb. 2012  7.9 new registered users every second  80+% of Facebook users are outside the US  124% growth of users 65+ (fastest growing)  35 million unique status updates per day  January 2012 filed for an initial public offering  Estimated market cap… 100 Billion!?!? Student Ad Summit RISDALL MARKETING GROUP ©2012

11. For the stats junkies  135 million members  12 million small business professionals  2 million C-level executives  1.3 million small business owners Student Ad Summit RISDALL MARKETING GROUP ©2012

16. For the stats junkies  Beta launch in June 2011  90 million members  A recent estimate says 625,000 new accounts per day in December  Wasn’t even open to kids under 18 until a month ago Student Ad Summit RISDALL MARKETING GROUP ©2012

22. Getting Started  Set your objectives  Map your audience  Identify a social leader  Develop a rapid response team  Always be transparent  Add value  Listen, listen, listen Student Ad Summit RISDALL MARKETING GROUP ©2012

24. Top Search Engines G o l– 6 .2 og e 6% B g– 1 .1 in 5% Y h o – 1 .5 ao ! 4 % C n no e a e 4 a a yn n m # ? *Y h o a dB gue h sm b ce d a o ! n in s te a e akn a dte atesiph s e e … ait n h pr r n h a hl d p ll t e Student Ad Summit RISDALL MARKETING GROUP ©2012

26. Let me Google that for you…  34,000 searches per second  Comes out to something like 3 billion per day  It may only be 5-20% but…  Google made over $30 billion in PPC search spend in the last fiscal year  Market cap of over $200 billion Student Ad Summit RISDALL MARKETING GROUP ©2012

29. Where to go from here?  Volunteer  Get an internship  Create your own Facebook ad  Get certified  http://google.starttest.com/  Follow some people  http://www.marketingpilgrim.com/2011 Student Ad Summit RISDALL MARKETING GROUP ©2012

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