Two of the hottest categories in online marketing are local search and social. Find out which data feed services work best for mass local listings online and on the mobile web, plus which social networking features have the most effect on local marketing. From geo-location social media with Foursquare to local search marketing with Google+ Local, this webinar offers tried and true strategies for maximizing visibility on the local search and social web.
Key Take-aways for Attendees:
• Apple iOS6 vs Google Maps - who wins the map battle?
• Tactics to optimize for local search
• How to merge Google+ Business Pages with Local Listings
• Gartner predicts CMOs will control more of the IT budget than CIOs within the next five years
• Social Marketing & Marketing Automation to Join Forces?
UiPath Community: AI for UiPath Automation Developers
Local & Social: How to Maximize Visibility - SIM Partners
1. Local & Social: How to Maximize Visibility
September 28, 2012
2. House Keeping
• A copy of the webinar will be emailed to all participants
• Phones will be on mute
• Asking questions:
• Type questions into the Questions / Chat input box on
the right hand side of your screen & they will be
answered at the end of the webinar
3. Presenter Bios
Jay Hawkinson
Partner & Local, Social Media Expert
SIM Partners
simpartners jayhawkinson
Deanna Sandmann
Social Media Analyst
SIM Partners
deannasandmann deannasandmann
Tammy Rechtin
Director of Business Development
SIM Partners
trechtin tammyrechtin
3
4. Agenda
• Local & Social: The Landscape, The Convergence and
SoLoMo + Search
• Social ROI
• Google+ Local: Search and Social Signals
• Apple’s Plan: Siri Search & Maps Roll Out
• What’s Ahead: Social Marketing and Marketing
Automation
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7. Facebook Sponsored Stories
• Sponsored Stories are about your Friends’ and Pages’
activities on Facebook
• An organization has paid to show the activity as a Sponsored
Story so there’s a better chance someone engages with the
content
• A Sponsored Story can be created when someone:
– Likes a Page
– Likes or comments on a Page’s post
– RSVPs to a Page’s event
– Votes on a Page’s question
– Checks in to a place
– Uses an app or plays a game
– Likes or shares a website
Handwrite for web search on mobile phones and tablets.
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9. Sponsored Posts Campaign
• 3 Week Campaign • Significant increase in
– 3.65% Social CTR people talking about
– 4,619 Clicks the SIM Partners page
– 9,752 Actions & viral activity
– Small investment
10. Promoted Posts
• Created directly from the post
• Pay a set amount
• Allows you to reach a larger
audience
• Facebook is also testing this for
personal accounts
According to Facebook,
roughly 16% of a
company’s fan base will
see every post the page
generates.
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16. Facebook Key Takeaways
• Focus on engagement and amplification rather than just
likes
• Social media drives discovery of content that can influence
transactions and sharing
• Social media and content are influences that drive search
queries
• KPI’s – hybrid between CPC (Search / “Direct Response”)
& CPM (Display / “Branding”)
• Implement tools & technologies that allow you to track
“cross channel attribution”, so social gets credit
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20. 75% of the
Top 100 brands The top 10 big
are now on brands on Google+
Google+ Of those with have a total of 9.2
Google+ pages, 30 % million fans combined
have these pages
display in search
The Top 10 results for their
are heavy brand name total unique visitors to
auto - Google+ in the U.S. went
Toyota, from 15.2 million in
BMW, etc. November 2011 to 27.7
Internationally, million in June of this
Google+ visits year, marking an increase
rose 66 percent,
of 82%
from 66.7 million
to 110.7 million
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BrightEdge Social Share study for July 2012 and comScore
21. Personalized Search Results
1. Search results that are geared toward the searcher
based on past searches or web history (you do not
have to be signed in to Google to receive these results)
2. Search results that are tailored to the searcher
based on Google+ pages you or your friends have
circled/+1’d, pages shared with you by your
friends, Google+ posts from people you know, and
content that’s only visible to you such as private
photos (you do have to be logged in to Google in
order to view these results)
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22. Google+ & Rankings!!!
• Increasing the number of
Google+ Business Page
followers yielded the biggest
change in ranking position
according to the “Testing Social
Signals” study
• Increasing Google +1 votes
observed the 2nd largest ranking
position change
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26. Google+ Local pages will
have the same social
capabilities as a Google+
business page such as
hangouts, sharing to circles,
photos, videos, wall posts,
and more.
Fully Integrated Page 26
27. Once Merged
Your Google+ Local
Page will no longer
operate like a static
listing…
Actively managing and updating
your Google+ Local page will
become increasingly important for
your Google+ Local page to rank
high in organic search results
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28. Verification: To Merge or Not to Merge
• Yes
– Brick and mortar businesses with both a Google+ Local (previously
Google Places) account and a Google+ Business Page in the local
category
– Businesses that do not find re-verification a burden
• Maybe Not
– Businesses with multiple locations that find it difficult to post card verify
– Service area at home businesses (currently not available for merge)
– Businesses that have no need for social or want to avoid the hassle of
re-verification
http://blumenthals.com/blog/2012/08/10/google-business-pages-to-merge-or-not-to-merge-that-is-the-question/
29. The “Google+ Box”
Only verified
Google+ Pages
are considered
for the Google+
box
Displays latest posts,
+1’s and activity from
those within your
circles that recently
Pages must have posted within the the last 24 interacted with the
page
hours to get a spot in the Google+ Box
Lurie, Ian “Google Plus Box Ranking Factors Report.” Portent.
http://www.portent.com/blog/internet-marketing/google-plus-box-
ranking-factors-report.htm 29
30. Google+ Direct Connect
Type “+” before your
search term to be
taken directly to the
associated Google+
page
Searchers are
automatically prompted
to add the brand to
their circles
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31. Advantages of Verifying/Merging
• Only One Page to Manage
• Updates are Pushed Through More Quickly
• Social Capabilities
• Direct Connect
• Google+ Box
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32. To Verify Your Business As Part Of The Merge:
Check out our blog post: http://www.simpartners.com/how-
to-merge-google-local-and-google-business-pages/
33. Google+ Key Takeaways
• Larger Google+ circles = greater visibility through
personalized search results
• When activity from social circles or +1’s are displayed
next to an organic listing, click through rates (CTR)
have been shown to improve by 10%-20%
• When +1 activity is displayed next to paid search ads
CTR have improved by 5%-10% according to Google
• Verified Google+ Pages get extra benefits.
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34. Siri and Apple’s Plan With Search
Bringing together search and social and launching maps
@simpartners
35. Apple vs. Google
Apple recently pulled Google's YouTube app from iOS 6
Google will go it alone with one from the App Store
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36. Apple’s Plan
• Apple dropped Google Maps with iOS 6
• 3D mapping functionality
• Apple is not only disconnecting its native iOS 6 Maps app from
Google's servers, but will also redirect all third party app requests to its
own mapping servers, immediately taking the majority of mobile maps
traffic away from Google as it forges new strategic partnerships for
mapping
• Apple's iOS doesn't support Google's Maps Navigation features, nor does it
incorporate support for Google's Loopt-like Latitude or its Yelp-like Places
features that are all integrated into Android's version of Google Maps
• The introduction of Apple's own new Maps app in iOS 6 instantly
replaced Google maps on every new mobile device running iOS and for
every user who upgrades
http://www.appleinsider.com/articles/12/08/02/apple_wants_to_wipe_google_off_the_map_with_ios_6.html
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39. Apple’s Plan
• Apple partners more closely with Yelp
At the same time, Apple's new iOS 6 Maps is partnering
with some of Google's maps-related competitors,
including Yelp, the review service that today's Siri
already relies upon for local information and user
reviews
• In iOS 6 Maps, users will be able to access Yelp for
reviews, user submitted photos (or submit their own
pictures), write "tips" and check in at local businesses.
• Siri will also expand its feature set to provide more
extensive support for looking up locations and providing
directions to them.
http://www.appleinsider.com/articles/12/08/02/apple_wants_to_wipe_google_off_the_map_with_ios_6.html 39
41. Tactics For Siri Search
DATA INTEGRITY
Include Every detail about
KEYWORDS Be SPECIFIC about your your business must
About Your be consistent across
Business products and services
directories
This is SEO 101, if you sell (this means
shirts, do you sell t-shirts, accurate)
blouses and what
designers?
OPTIMIZE Your Business
The higher your ranking on Siri’s Reviews System:
the search engines, the REVIEWS COUNT
better chances of Siri
Create a Siri uses a ranking system
locating your business
during search MOBILE OPTIMIZED based on business reviews
SITE when deciding what to give
Siri likes mobile sites! the consumer
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43. Social Gartner predicts
Marketing & CMOs will control
Marketing more of the IT
Automation To budget than CIOs
Join Forces? within the next five
years
• “Social marketing is another digital marketing tool that will soon become
commonplace with more popular marketing automation systems, channels
and methods such as digital lead tracking, website landing pages, email
marketing and search engine optimization (SEO)
• “But more interestingly, this may be the marketing technique that
bridges and then converges marketing automation software and social
marketing solutions into a single solution set that drives even more
growth together than they garner apart”
A Marketing Software Convergence on the Horizon
Chuck Schaeffer
CRM Search Aug 2012
44. Feel free to download our Google+
Local eBook at:
http://www.simpartners.com/our-
work/resource-center/
@simpartners
47. Velocity Social – What It Does
• Build Audience
• Engage
• Generate Leads
• Report
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48. The B2B Player-A Social Site To Start Tactics Now
"Brands come to us to engage in conversations with the
valuable audience of professionals in our network”
LinkedIn's global marketing director
Alison Engel
http://www.businessinsider.com/see-8-of-the-most-effective-ad-campaigns-that-ran-on-linkedin-2012-8?op=1#ixzz23Aev7fIs
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50. Here are the different tools advertisers can use to augment their paid display ads
• LinkedIn Company Page Status Updates: Companies can share anything from company
news to product releases to promotions to relevant industry articles with their followers.
• LinkedIn Custom Groups: Marketers establish their own community where they can
deliver relevant messages and interact with their targeted audience of potential
customers.
• LinkedIn Display Ads: Marketers can target specific groups of professionals through
display ads on the LinkedIn platform.
• LinkedIn Partner Messages: Marketers utilize LinkedIn’s InMail messaging platform to
deliver highly relevant messages to specific audience segments.
• LinkedIn Polls: Brands can easily find answers to their business and market research
questions.
• LinkedIn Recommendation Ads: These ads display the number of recommendations that a
marketer’s product or service has generated on their LinkedIn Company Page.
• LinkedIn Targeted Status Updates: Marketers tailor the content in their status updates to
specific types of company followers.
• LinkedIn Today: The company’s social news platform for professionals, which delivers the
top stories members need to know from their networks and industries.
Read more: http://www.businessinsider.com/see-8-of-the-most-effective-ad-campaigns-that-ran-on-
linkedin-2012-8?op=1#ixzz23Ag5bp98
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Hinweis der Redaktion
Formatting seems off on this page – SK
Formatting seems off on this page – SK
So we strive to give you a variety of ways to interact with Google, be it by speaking your queries, getting results before you finish typing, or searching by image. Now there’s a new way for you to interact with Google: Handwrite for web search on mobile phones and tablets.
Formatting seems off on this page – SK
I think it’s “+1’d” instead of “+1ed”
If you are a single or dual location brick and mortor shop and don’t find the re-verification problematic now is as good a time as ever. If you have several locations and find the G+ social tools valuable then go for it. If you have 3-10 locations I would think twice. More than that would quickly become unmanageable.
YELP!!!
White papers talks about the differences between Google+ Local & Google+ Business and how to merge the listings etc….