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Presented by
Liana “Li”
Evans
Digitizing : June 2013
Helping organizations develop, deploy
and measure effective digital strategies
Local Marketing + Social Media =
Success for Businesses!
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3. -Matt Cutts, Google Senior Spam Engineer
(SMX Advanced 5/2013)
Mobile Marketing is Just as Important Too!
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5. of online users count on social media
when making a purchase decision.
(Source: Nielsen)
of consumers who complain about
products on Facebook or Twitter expect a
response within 1 hour. (Source: American Express)
of consumers prefer to get short
updates from brands via social media.
(Source: Vocus)
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6. of customers expect businesses to be
active in social media. (Source: Vocus)
of U.S. social network users prefer to
connect with brands through Facebook.
(Source: Vocus)
of customers reach out to friends and family
members on social networking sites for
advice before purchasing products. (Source: Vocus)
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8. Where The Heck Do I Start
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9. Because We All Can’t Have Grumpy Cats…
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10. You Start By Listening
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11. People Want to Feel Valuable
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12. They Want to Be Heard
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13. Don’t Just Jump In!
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14. Understand What’s Out There
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15. Social Media World
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16. Social News (Crowd Sourced Content)
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17. Social Sharing (Livecasting)
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18. Social Networking
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19. Social Bookmarking
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20. Blogs
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21. Everything Else Social
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22. Fish Where the Fish Are
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23. Know What Your Audience Does
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25. • And You Shouldn’t Be!!
• Focus on 1-3 Areas – And Do Them Well
– Facebook & YouTube
– Twitter & Pinterest
– Blog, Instagram & LinkedIn
– Slideshare, Facebook & Pinterest
You Can’t Be Everywhere in Social Media
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26. Provide Value!
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27. Big Tony Isn’t Sexy….. But He Provides Value!
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28. But….It’s Not Just on Twitter or Facebook
Where They Complain!
But Remember That 25% That Complain?
of consumers who complain about
products on Facebook or Twitter expect a
response within 1 hour. (Source: American Express)
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29. Example – BHM (Birmingham Airport) &
Foursquare!
They Complain on Other Social Networks!
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30. BHM (Birmingham-Shuttlesworth Airport)
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31. Delta Didn’t Deliver…..
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32. • The Airlines or The Airport?
• ……. The Answer is Both & They Should Work
in Conjunction to Fix the Issue!
• The lesson here is … social media happens
whether you are paying attention or not!
Who Should Care?
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33. Social media advertising has the reach of TV
with unprecedented targeting (Experian Digital Marketing Report)
Measure & Target What You Do!
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34. Because Social Isn’t Just About Social Anymore
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35. Local & Mobile Are Forever Entwined
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36. of Americans have substituted the
Internet and local search for phone
books (comScore)
of consumers who search for a type of
local business on a mobile device call or
go to that business within 24 hours. (Google
Mobile Movement Study, 2011)
of searches on a mobile device are
followed up with an action within one
hour (Bing)
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37. mobile coupons will be redeemed in
2013 with an aggregate value of $2.1b
(Location Based Marketing Association 2013)
of local searches do not occur on search
engines, but on directories and apps
of all local searches are performed on
mobile devices.
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38. Opportunities Abound!
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39. Small Businesses Missing Big Opportunity
Don’t Have Their Phone Number
On Their Website!
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40. • Claim Your Locations Search Engines
– Google + for Business
– Bing Local
• Claim Your Locations on Social/Mobile Sites
– Foursquare
– UrbanSpoon
• Claim Your Locations on Review Sites
– Yelp
– Trip Advisor
Stake Your Claim!
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41. • Register Your Site For:
– Google Webmaster Central
– Bing Webmaster Central
• Use the Free Tools
– Google’s Structured Data Tool
– Linking To Google’s Places (Google + for Biz)
– Author Tool
Get Friendly With the Search Engines
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42. What is Structured Data
Structured Data (Schemas/Rich Snippets) & Feeds
• In layman’s terms, think of it as “signals” to tell search & social sites that utilize
it, what kind of data you are giving them
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43. Structured Data (Schemas) & Feeds
• Why Is It Important?
• When utilized in conjunction with tools like Webmaster Central, Site Maps & Social
Data it can send more relevant information to both the search engines and social
sites about the content on your site
• Why Should You Utilize It?
• Most Compelling Reason? Google appears to prefer sites that utilize it in their
search results. Think about:
• Recipes
• TV Shows
• How To Guides
• Events
• Allow Your Content To Be
Presented In More Interactive
Ways
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44. But How Can I Use Feeds & Structured Data
EASILY ?
• Google Highlighter Tool
• Easy To Use – Point & Click Tool Allows You to Add the “Rich Snippets” Google Wants
• Automatically Updates Information
• Integrates with Google Products - Webmaster Central and Google Analytics
• You’re sitemaps will have the structured data tags in them
• Tag 3-5 pages and Google can figure out similar pages automatically
• Why Utilize It?
• It’s Free!
• You don’t have to be a programmer or know code!
• Google highlights the structured data in snippets rather than randomly pulling a “snippet
description”
• Google Even Shows You How to Use It
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45. Small Business Example Using Structured Data
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47. Google Data Highlighter
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48. Google Data Highlighter
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49. Search Results Improve!
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50. We Decided To Do More!
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51. Results Are More Interactive
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52. Google Data Highlighter
• Google Figures It Out On Its Own
• Once you tag a page or similar pages, when Google’s spiders bring back your data, it
figures out how your structured data has updated, been added or deleted.
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53. Utilizing Other Structured Data
• Social Networking Sites
• If there’s content for your social profiles, show it off on your own sites
• Photos – Pinterest, Flickr
• Reviews – Yelp, TripAdvisor
• Checkins – Yelp, Foursquare
• Videos – YouTube, Vemeo
• Most Social Networking Site Allow You To Promote Your Social Content
• Think of it as using “your” feed of “stuff” from their site, on your own
• Free API Access
• Widgets
• Guess What – This Data Is Usually Structured, or Can Be Easily Structured Easily
• Don’t Go Overboard!
• Beware – Duplicate Content!
• Most of these sites have more clout than you!
• Only pull enough content to “get the point across”
• Utilize it to present your company as an authority & relevant
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54. Integrate Social Network Content
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55. It’s About User Experience
• Don’t Misuse the Schema Tags
• Google & Bing are smart, they realize when programmers are manipulating certain
structured data tags
• If the data isn’t relevant, it won’t get clicked on, that’s a big signal to the search engines
• It’s About Presenting Your Content in the Best Way Possible
• The more “interactive” a search result, the more clicks you get
• The more “relevant” a search result, the more clicks you get
• The more “authoritative” a search result, the more clicks you get
• “Signals” to Search Engines Help Them Understand YOU Better
• Presents your site’s content in a more compelling manner to the user
• When combined with feeds & sitemaps from other sites, it sends “signals” to the search
engines that you find the other site’s content relevant as well
• Remember it isn’t just “search” any more!
• Social Networks
• Mobile Apps
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56. • Don’t Try To Be Everything to Everyone
– Be Valuable to Your Target Audience!
• Don’t Expect to Be Everywhere
– Concentrate on Where Your Target Audience Is!
• Stake Your Claim!
– Verify/Authorize Your Accounts on Social
Media, Mobile and Search sites that focus on Local
• Get Your Phone Number & Address on Your Site
in TEXT (images can’t be read)
– Be the 40%!
In Summary
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57. Contact
• Liana “Li” Evans, Senior Solutions Consultant
• levans@limaconsulting.com
• Facebook.com/lianaevans
• Twitter.com/storyspinner
• Author: Social Media Marketing: Engaging Strategies
for Facebook, Twitter & Other Social Media
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