Search and social media 101 level presentation, covering the current social media landscape, recent marketing statistics and research, how to engage, categories of social engagement, how search and social work together, social relevancy, and other topics. Presented by Rob Garner.

1. Social Media Landscape for Small Businesses May 25, 2011

2. Opportunity for engagement growing rapidly

3. Shift in search parallels growth of social media

4. Social PPC has emerged as a major PPC engine placement (March 2011)

8. Awareness is a major expected outcome of social media for small businesses Copyright iCrossing - Proprietary and Confidential

9. Common metrics and objectives measured in social media channels Copyright iCrossing - Proprietary and Confidential

10. Social media marketing is being adopted by the vast majority of marketers in Europe and NA Copyright iCrossing - Proprietary and Confidential 89% of marketers are currently active, or plan to be active in the next 12 months

11. An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. WHAT IS SOCIAL MEDIA? Source: Wikipedia.org

12. In other words ………… Social Media is about people having conversations Online

14. WHY DOES THIS MATTER TO OUR BUSINESS?

15. Because you are either part of the conversation, or you are not.

16. Social media engagement strategy categorization Paid media placements in social spaces that are often “derivatives” of typical online media placements Sharing of relevant digital content through various website channels, including distributing to content communities Starting an ongoing dialogue with consumers by reaching out in their communities and sharing content that is useful, relevant, and portable Integrating social elements into your website , creating a web experience that meets consumer expectations for sharing content and interacting with other users Initiatives that seek to build customer dialogue and engagement over time through active community participation and management Supporting short-term campaigns or promotions and driving traffic, in conjunction with traditional offline and online media buys Content Distribution Active Outreach On-site Integration Community Building Social Advertising Description Increasing exposure for brand or product through continuous distribution of content or “assets” to communities Building short-term or long-term relationships with key influencers online through direct conversations Establishing your long-term web presence and allowing visitors to share experience with others (this is increasingly a best practice for website development roadmaps) Creating long-term active relationships with loyal customer base; establishing a “social CRM” or online “focus group” with an embedded value exchange for users Best Suited For

17. Social media engagement strategy categorization continued Off-site video channel or photo feed Blogvertising, forum ads, widget sponsorship, blog sponsorship, SNS ads Blogger outreach, 1:1 forum discussions, user-generated content contest Examples User reviews, sharing functionality, social networking API integration (e.g., Facebook Connect); corporate blog Branded/private social network, SNS (e.g., Facebook, LinkedIn); on-site member forums Sample Technologies Content Distribution Active Outreach On-site Integration Community Building Social Advertising

24. Social’s Impact on Search and SEO

28. Social Relevancy: How engines are looking at people and companies as nodes

29. Social signals on search: “insurance” Copyright iCrossing - Proprietary and Confidential Top pages, as disseminated in social networks Top social influencers on socially disseminated content

31. UGC: Reciprocating relationship of search traffic to community, and vice versa

34. Thank You.