Strategies to Engage in Social Media - Will Scott- Search Influence

Will Scott
DigitiZING – Birmingham AL June 27, 2012
@w2scott
© Search Influence, LLC 2012

The most important thing in
business is sincerity…
If you can fake that, you’ve got it
made.

@w2scott

@w2scott
http://www.flickr.com/photos/sheepies/

@w2scott
http://www.flickr.com/photos/seandreilinger/ © Search Influence, LLC 2012

@w2scott
http://www.flickr.com/photos/darrenhester/
http://www.searchinfluence.com/2010/11/have-you-measured-it/

About Me
Will Scott
• Working Online since 1994
• Promoting Sites since 2000
Search Influence
• 45 Full-Time employees
• > 40 Contract writers
• 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
Finding PLU
– Your people, online
Engagement
– Getting the word out
Measurement
– You’ve built it, they’ve come
@w2scott

BUILDING TRUST

@w2scott

@w2scott

A little data to whet your appetite.

Setting The Stage

@w2scott

http://checkfacebook.com/ @w2scott

Where do you fish?

Where the Fish Are!

@w2scott

Nielsen Social Media Report, Q3 2011 http://bit.ly/naqGb8

@w2scott

Importance of Social Engagement
Social Net w ork Searchers

I m port ance of Local Business inf orm at ion of f ered on
Social Net w ork ing Sit es

Local Search Usage Study:
15miles / comScore, Inc
Q3E.
@w2scott

Social Customers are Buyers
Post Search Act ivit y

Social net w orkers and Mobile users are m or e lik ely t o m ak e a purchase vs.
gener al sear chers

67% 70%
55%

Local Search Usage Study:
15miles / comScore, Inc
@w2scott
31

Use of Social Networking Sites for Local Search

Use of Social Networking Sites for local business searches has increased 67% since 2010.
Facebook proves to be the Social Networking Site most frequently used to find local
business information.

Overall Use of Social Networking Sites to
Search for Local Business
(Primary and Secondary Source)

* Response Added in 2011 @w2scott

Consumer Review Submission
Social network local business users are heavily engaged in social aspects of local
business search through profound usage of and contribution to consumer reviews sites.

Use of Consumer Submit Consumer Number of Reviews Submitted in
Ratings and Reviews Reviews Past 30 Days

55%
76%

@w2scott

US Local Search:
Mobile Vs. Desktop

 In 2015, mobile local search volume will surpass desktop search for the first
time
 By 2016, we expect mobile local search to exceed local desktop search by
27.5 billion queries
@w2scott

SMBs Considering Social Media Activities
(Next 12 Months)

@w2scott

Staking your claim

Why You Want a Blog

@w2scott

Blogging – The Data

Source: HubSpot, http://bit.ly/fTFsKg

@w2scott

Also: 97% more links and 434% more
indexed pages
Source: HubSpot, http://bit.ly/4evTc

@w2scott

Your Blog – Home Base
Why Should you Blog?
• Educate, Inform, Answer Questions

@w2scott

Your Blog
• Show Human Side

@w2scott

Your Blog
• Show Human Side
• Build Relevant Content

@w2scott

Your Blog
• Show Human Side
• Build Relevant Content
Why Not Blog?
• Nothing to Say
• No Time
@w2scott

Are You Down with OPB?
• What about other people’s blogs?
– Bloggers need content
– Search out PLU (with an audience)

@w2scott

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

Finding The Fish: Twitter

Twitter Advanced Search
http://twitter.com/search-advanced

@w2scott


Nearby Tweets
nearbytweets.com

@w2scott


Chirp City
chirpcity.com

@w2scott


LocaFollow
locafollow.com

@w2scott

Following Tools – Data

@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

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

Give the people what they want

Yelp (and other review sites)

@w2scott

Yelp, Not Just for The Left Coast
• Yelp Powers Siri
– Voice search is coming to a phone near you
– Yelp rankings correlate to Siri results
• Apple Maps
– Details unknown – Yelp integration likely

@w2scott

The 800 pound gorilla gets (maybe) social

Google+ (Local)

@w2scott

Where the fish are.

Facebook

@w2scott

Finding People Like You

@w2scott

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

Connections
@w2scott

EdgeRank Explained
Facebook visibility is driven by EdgeRank,
FB’s internal algorithm:
– Affinity – demonstrated “like”
– Edge Weight – depth of connection
– Recency – Self-explanatory
– Media Types – Images, Videos, Polls, etc. get
more weight
More fans are better and if they interact,
better still.
@w2scott

What’s an Edge?

http://www.icoachmath.com/math_dictionary/Edge.html
@w2scott

What’s a Face?

http://www.icoachmath.com/math_dictionary/Face.html
@w2scott

Campaign Reach: 83498
Frequency: 1.3
Social Reach: 173
Connections (Fans): 650
Clicks: 670
CTR: 0.602%

Cost Per Fan: $0.17

7 Days in January

@w2scott

Content
@w2scott

http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/

@w2scott

Conversions
@w2scott

“Excuse me while I whip this out”. Bart, Blazing Saddles 1974

HOW DO YOU MEASURE IT

@w2scott

The Challenge of (none)

@w2scott

The Challenge of (none):
URL Shorteners
• TinyURL.com
– http://tinyurl.com/ - the original
• bit.ly
– http://bit.ly/
• budurl
– http://budurl.com/
• Ow.ly
– http://ow.ly/ - built into Hootsuite
@w2scott

Web Forms – Input

 Clear call to action
 Hidden fields trap:
 Referrer data
 URL String for social

@w2scott
©2011, aimClear® © Search Influence, LLC 2012

Web Forms – Output

@w2scott

Proving It

@w2scott

Then It Changes
@w2scott

http://gigaom.com/2012/02/21/facebook-is-set-to-release-a-new-premium-ads-product/
http://www.acquisio.com/social/3-essential-tactics-to-optimize-organic-facebook-posts-for-page-post-ads/

@w2scott

Thank You!
Will Scott
•searchinfluence.com/blog
•wscott@searchinfluence.com
•twitter.com/w2scott

Data Courtesy of:
– Neilsen
– comScore / 15 Miles
– BIA/Kelsey

@w2scott

Strategies to Engage in Social Media - Will Scott- Search Influence

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