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Today’s presenters: Jeremy LaDuque President ELEMENTS, Inc. 10 Things Franchises Can Do to Market More Effectively Using Google Paul Segreto President franchisEssentials

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10 Things Franchises Can Do to Market More Effectively Using Google

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<ul><li>Reputation and crisis management </li></ul><ul><ul><li>National and local reach </li></ul></ul><ul><ul><li>News, social media and pr channels </li></ul></ul><ul><ul><ul><li>Real-time results </li></ul></ul></ul><ul><ul><ul><li>Good for repurposing </li></ul></ul></ul><ul><ul><li>Not only for brands </li></ul></ul><ul><ul><ul><li>Just launched “Me on the Web” for personal reputation management </li></ul></ul></ul>Google Alerts

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Google +1 <ul><li>Positively affects traffic </li></ul><ul><ul><li>Increases site visibility </li></ul></ul><ul><ul><li>Makes content more compelling </li></ul></ul><ul><li>Positively affects search results </li></ul><ul><ul><li>Helps discover relevant content from known and trusted searches </li></ul></ul><ul><li>Positively affects Google ads </li></ul><ul><ul><li>Appears next to headline showing # of +1’s </li></ul></ul>

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Google Places <ul><li>Reach millions of Google users, quickly and for free </li></ul><ul><li>Edit your listing and speak for your brand </li></ul><ul><li>Practical and easy to manage </li></ul><ul><li>Premium options, all for free </li></ul><ul><li>Incorporate with Google Places Reviews </li></ul>

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<ul><li>Connect with Your Customers Anytime, Anywhere </li></ul><ul><li>Enhance brand awareness, preference and engagement </li></ul><ul><li>Drive customer acquisition, conversions and leads </li></ul><ul><li>Promote mobile applications </li></ul>Google Mobile Ads

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<ul><ul><li>Google has added location extensions to their AdWords: </li></ul></ul><ul><ul><ul><li>Similar to how you can leverage ‘negative keywords’ </li></ul></ul></ul><ul><ul><ul><li>Allows franchises to display their PPC campaigns to specific locations </li></ul></ul></ul><ul><ul><ul><li>Helps consumers be aware that a product or service they are looking for is local </li></ul></ul></ul>Google Location Extensions

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<ul><ul><ul><li>Google Keyword Tool: http://google.com/adwords </li></ul></ul></ul><ul><ul><ul><ul><li>determine what keywords people are searching for </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Shows the searches and competition around keywords </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>determine which keywords are not worth it </li></ul></ul></ul></ul><ul><ul><ul><li>Google Trends: http://google.com/trends </li></ul></ul></ul><ul><ul><ul><ul><li>determine search traffic trends </li></ul></ul></ul></ul><ul><ul><ul><ul><li>compare yourself to competitors </li></ul></ul></ul></ul>Google Keyword Tool & Trends

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<ul><ul><ul><li>Postings Effect Rank </li></ul></ul></ul><ul><ul><ul><ul><li>Recently Bing and Google have admitted that ‘mentions’ of and links to webpages found in public social media postings can effect a website’s rankings </li></ul></ul></ul></ul><ul><ul><ul><li>Some Postings Worth More </li></ul></ul></ul><ul><ul><ul><ul><li>Search engines look at the “social authority” of users that share links and give more value to links shared by users with more credibility </li></ul></ul></ul></ul>Google Social Signals

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<ul><ul><ul><li>Google has various other search types </li></ul></ul></ul><ul><ul><ul><li>One of these variant searches is Google’s ‘Realtime’ search </li></ul></ul></ul><ul><ul><ul><li>Realtime searches are up to the second and come from social media outlets </li></ul></ul></ul><ul><ul><ul><li>Leverage current trends in marketing efforts </li></ul></ul></ul><ul><ul><ul><li>React quickly to protect your brand </li></ul></ul></ul>Google Realtime

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<ul><ul><li>In the Eyes of Google, Brands Are: </li></ul></ul><ul><ul><ul><li>More likely to make searchers happy </li></ul></ul></ul><ul><ul><ul><li>More likely to have the answers searchers want </li></ul></ul></ul><ul><ul><ul><li>Less likely to contain spam </li></ul></ul></ul><ul><ul><ul><li>Less likely to link out to manipulative sites </li></ul></ul></ul><ul><ul><ul><li>Less likely to contain malware/spyware </li></ul></ul></ul><ul><ul><ul><li>The way to “sort out the cesspool” </li></ul></ul></ul>Google & Brands

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Shoes.com, Puma.com and Amazon.com may earn preferential treatment in the results

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Establish Your Locations

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Contribute Content to Prestigious Publishers

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Suggest your site on Wikipedia discussion pages for a citation/link

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Write a book w/ an ISDN number

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Provide content for Google Scholar

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<ul><ul><ul><ul><li>Encourage employees to create personal Linked In profiles and link them back to your brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use brand name in Blog, Facebook and Twitter posts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Encourage partners & customers to refer to your Brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Claim your brand at: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.crunchbase.com </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.business.com/directory/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.crunchbase.com/companies </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://learn.linkedin.com/company-pages/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.hoovers.com/business-inform </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.manta.com/ </li></ul></ul></ul></ul></ul>More Things You Can Do

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<ul><ul><ul><ul><li>Encourage employees to create personal Linked In profiles and link them back to your brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use brand name in Blog, Facebook and Twitter posts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Encourage partners & customers to refer to your Brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Claim your brand at: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.crunchbase.com </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.business.com/directory/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.crunchbase.com/companies </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://learn.linkedin.com/company-pages/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.hoovers.com/business-inform </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.manta.com/ </li></ul></ul></ul></ul></ul>More Things You Can Do

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<ul><ul><ul><ul><li>Encourage employees to create personal Linked In profiles and link them back to your brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use brand name in Blog, Facebook and Twitter posts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Encourage partners & customers to refer to your Brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Claim your brand at: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.crunchbase.com </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.business.com/directory/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.crunchbase.com/companies </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://learn.linkedin.com/company-pages/ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.hoovers.com/business-inform </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>http://www.manta.com/ </li></ul></ul></ul></ul></ul>More Things You Can Do

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<ul><ul><ul><li>A Google Group is a user-owned group created using the Google Groups service. </li></ul></ul></ul><ul><ul><ul><li>Google Groups allows you to manage and archive your mailing list </li></ul></ul></ul><ul><ul><ul><li>Google Groups provides a method for true communication and collaboration with group members. </li></ul></ul></ul><ul><ul><ul><li>Unlike other free mailing list services, Google Groups offers generous storage limits, customizable pages, and unique management options. </li></ul></ul></ul><ul><ul><ul><li>Google Groups displays only relevant text ads (never banners or pop-up ads). </li></ul></ul></ul>Google Groups

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<ul><ul><ul><li>Used by many franchises to share marketing brochures and documents </li></ul></ul></ul><ul><ul><ul><li>Not franchise disclosure documents which require specific e-delivery in accordance with franchise laws </li></ul></ul></ul><ul><ul><ul><li>Google Docs is great for collaborative effort when working with multiple partners and when collateral documents like confidentiality agreements, leases, etc need to be shared and reviewed. </li></ul></ul></ul>Google Docs

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Next Webinar Franchise Social Media Summit Coming in September Jeremy LaDuque President ElementsLocal Web: www.elementslocal.com Blog: www.franchisemarketingdaily.com Email: jladuque@elementslocal.com Phone: 805-471-5454 Paul Segreto President franchisEssentials Web: www.FMDpro.com Blog: www.franchisEssentials.com Email: paulsegreto@FMDpro.com Phone: 832-838-4822