Post on 13-May-2015
description
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
5/7/2012 DRAGONSEARCH MARKETING I May 2012 2
Dawn
5/7/2012 DRAGONSEARCH MARKETING I May 2012 3
5/7/2012 DRAGONSEARCH MARKETING I May 2012 4
Promise
5/7/2012 DRAGONSEARCH MARKETING I May 2012 5
What it looks like
5/7/2012 DRAGONSEARCH MARKETING I May 2012 66
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
5/7/2012 DRAGONSEARCH MARKETING I May 2012 7
Evolution
5/7/2012 DRAGONSEARCH MARKETING I May 2012 8
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
5/7/2012 DRAGONSEARCH MARKETING I May 2012 9
Step back
5/7/2012 DRAGONSEARCH MARKETING I May 2012 10
Why
5/7/2012 DRAGONSEARCH MARKETING I May 2012 11
• 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.
5/7/2012 DRAGONSEARCH MARKETING I May 2012 12
• 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.
5/7/2012 DRAGONSEARCH MARKETING I May 2012 14
McGinnis Example
5/7/2012 DRAGONSEARCH MARKETING I May 2012 15
5/7/2012 DRAGONSEARCH MARKETING I May 2012 16
5/7/2012 DRAGONSEARCH MARKETING I May 2012 1818
JOIN COMMUNITIES CREATE COMMUNITIES
SUB-SEGMENTS
SUB-SEGMENTS
WHO ARE THE INFLUENCERS?
SOCIAL MEDIA
Where do you belong?
Where do you belong
5/7/2012 DRAGONSEARCH MARKETING I May 2012 19
5/7/2012 DRAGONSEARCH MARKETING I May 2012 20
5/7/2012 DRAGONSEARCH MARKETING I May 2012 21
@ricdragon | Ric Dragon | Graphic Excerpted from the book Social Marketology
5/7/2012 DRAGONSEARCH MARKETING I May 2012 22
5/7/2012 DRAGONSEARCH MARKETING I May 2012 23
Virtuous Circle of Social Media for SEO
5/7/2012 DRAGONSEARCH MARKETING I May 2012 24
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
5/7/2012 DRAGONSEARCH MARKETING I May 2012 25
Pinterest Case Study: ModCloth
5/7/2012 DRAGONSEARCH MARKETING I May 2012 26
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)
5/7/2012 DRAGONSEARCH MARKETING I May 2012 27
Facebook Case Study: Spotify
5/7/2012 DRAGONSEARCH MARKETING I May 2012 28
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
5/7/2012 DRAGONSEARCH MARKETING I May 2012 29
LinkedIn Case Study: Hewlett Packard
5/7/2012 DRAGONSEARCH MARKETING I May 2012 30
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
5/7/2012 DRAGONSEARCH MARKETING I May 2012 31
Twitter Case Study: Southern Hospitality BBQ
5/7/2012 DRAGONSEARCH MARKETING I May 2012 32
• 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
5/7/2012 DRAGONSEARCH MARKETING I May 2012 33
5/7/2012 DRAGONSEARCH MARKETING I May 2012 34
Any and all questions entertained!
Q & A!
Josepf Haslam, Deidre Drewes| DragonSearch.net/blog
Josepf@dragonsearch.net | Twitter: @Josepf
Deidre@dragonsearch.net | Twitter: @DeidreDoom
5/7/2012 DRAGONSEARCH MARKETING I May 2012 35
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