The way businesses are doing marketing is changing. The decline in Outbound (or Tradition) Marketing is a response to a recent and fundamental shift in consumer behaviour. People are more in control of what information they receive and how. The new concept of Inbound Marketing offers consumers more power and control over what type of information they receive. Inbound Marketing activities don’t only cost less however they provide higher Return On Investment. Watch the Social Media Presentation below to find out ways you can optimise your business online.

1. Social Media and your Business
Joao da Costa - SEO Manager & Digital Marketing Professional
Download: www.joaomarketing.com/en/social-media-presentation

2. Why Social Media? Why Inbound?

3. Outbound (Traditional) Marketing
INFORGRAPHIC: http://mashable.com/2011/10/30/inbound-outbound-marketing/

4. Inbound vs Outbound Marketing

5. Outbound vs Inbound Marketing

6. Inbound Marketing and Social Media

7. Social Media Channels in Perspective
Users: 100mm 1000mm 500mm 200mm 40mm
SOURCE: http://searchenginewatch.com/article/2237733/Social-Media-Link-Building

8. Your Traditional Database

9. Your Social Media Database

10. You Know more than you think you Know

11. SEO & SMO

12. Search Engine Optimisation (SEO) &
Social Media Optmisation (SMO)

13. Growth of Google Queries 2007-2012
Number of Searches/Day on Google
3 Billion Searches/Day
(announced Aug. 2012)
http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709

14. Paid vs Inbound Marketing
Paid Marketing:
~10% of traffic
($40 Billion of investment in 2012*)
Inbound Marketing:
~90% of traffic
(but only $5 Billion of investment in 2012*)
*Via Forrester’s Interactive Marketing 2012 Report

15. How do I choose the right keywords?

16. Keywords Selection
•Is the keyword relevant to my
business?
•Does it bring qualified and Relevance
potential traffic?
•Are people using my
keyterms in Search Engines?
•Will I secure a certain level of
visitors if I improve my site
position in SERPs?
Traffic
Competition
Volume
•How competitive my keywords are?
•Can I potentially rank above other
sites or are they more authoritative
and optimised then mine? 16

17. Keywords Selection
Traffic Volume and Competition
Searches
Broad / Exact
12100 / 170
8100 / 210
8100 / 210
12100 / 480
60500 / 590
33100 / 2900

18. Search Engine Supremacy

19. Optimise your Social Media Channels
SEO and Digital Marketing London

20. Optimise your Social Media Channels

21. Optimise your Social Media Channels

22. SEO & Social Media Connection
Web
site

23. Social Media Backlinks

24. Social Media Backlinks Impact

25. Social Media Backlinks – Klout Score

26. #10 Strategic Tips for Social Media

27. #1: You are Connecting with
Real People
Engage your audience
Show you care and you are here to help/support them

28. #2: Share Relevant Information
that interests your audience
Connect Customers

29. #3: Know Where to Put your Link
#3b - Tweet Length:
120 to 130 Characters
Leave room for a RT

30. #4: Optimize Your Social Timing
Identify when followers are online, so they can potentially see your
message. At the highest point, only ~6.5% of followers are online
Data via http://followerwonk.com

31. #5: Optimize Your Social Share Formatting
Bad image and non-customized
share & a mediocre snippet
means lower CTR on Google+
Perfectly formatted image uploaded separate to post
link makes for high visibility and CTR in Facebook.

32. #6 Social Media = Two Way Communication
“a complaint made private is better than public”
Follow Back / Connect
allow communication with your clients and potential clients

33. #7: Company’s and Individual’s Profiles
Brand Presence Personalised Contact
Thought Leader Approach Potential Clients
Professional Interaction Connect with Potential Clients
Answer Direct Questions Build Relationships

34. #8: Have Sharing Buttons on your Content

35. #9 How Many Tweets/Messages a Day?
Keeping your Communication:
Interesting
Relevant
Informative
It Depends on your Business and your Audience
Study your Audience and your Communications
Are people responding to it?
Are people clicking on your links?
Are you achieving your objectives?
(web traffic, interactions, connections)

36. #10a: LinkedIn Groups
Have a place to
connect with your
audience

37. #10b: LinkedIn Company Pages

38. #10c: Facebook Pages

39. Monitoring and ROI

40. What are your Objectives?
Lead Generation Website Traffic
Brand Positioning
Engagement Thought Leadership

41. Social Media Monitoring
Listen Search
Monitor Find
Communicate

42. Monitoring with TweetDeck
Lists
Tweetdeck.com
# Hashtags
Keyword
Search
http://www.tweetdeck.com/

43. 64% of users are more likely
to purchase from
businesses that answer
their questions on Twitter
SOURCE: The Wall Blog, http://wallblog.co.uk/2013/01/09/linkedin-reaches-200-
million-members-worldwide-infographic/

44. Track What You Share - Bit.ly, Goo.gl
Tracking of my socially shared links via http://bit.ly
Tracking of my socially shared links via http://goo.gl/

45. Measuring Tools - Hootsuite
http://www.hootsuite.com/

46. Measuring Tools – Radian6
http://www.radian6.com/

47. Measuring Tools - SEOmoz
http://www.seomoz.com/

48. Measuring Tools - Klout
http://www.klout.com/

49. Measuring Tools – Google Analytics
http://www.google.com/analytics

50. What’s New?

51. Facebook Graph Search

52. Joao da Costa, SEO Manager & Digital Marketing Professional
• Download Presentation:
www.joaomarketing.com/en/social-media-presentation
• Twitter: @JoaoPdaCosta
• LinkedIn: http://www.linkedin.com/in/joaopdacosta
• Professional Site: http://joaomarketing.com/en
The Future of Social Media