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Local & Social: How to Maximize Visibility

September 28, 2012
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
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
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




                                                       4
SoLoMo Landscape




                   5
Facebook Advertising
Sponsored Stories




                       @simpartners
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.
                                                                             7
Sponsored Stories – Facebook Dashboard
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
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.


                                      10
Facebook Advertising
Large Brand – More Traditional




                                 @simpartners
Give with Target




                   12
Facebook App – Doing Everything Right!!!




                                           13
Make it simple




                 14
Give with Target




                   15
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


                                                           16
Google+ Business & Local
Social Signals and Search




                            @simpartners
18
19
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


                                                                            20
                          BrightEdge Social Share study for July 2012 and comScore
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)


                                                           21
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

                                                      22
Google+ in Search
Goodbye Google Places Hello Google+ Local




                                            24
The Upcoming Merge




   Google+           Google+
   Business           Local

                               25
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
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



                                    27
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/
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
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


                         30
Advantages of Verifying/Merging

 • Only One Page to Manage
 • Updates are Pushed Through More Quickly
 • Social Capabilities
 • Direct Connect
 • Google+ Box




                                             31
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/
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.

                                                        33
Siri and Apple’s Plan With Search
Bringing together search and social and launching maps




                                                         @simpartners
Apple vs. Google




       Apple recently pulled Google's YouTube app from iOS 6
       Google will go it alone with one from the App Store

                                                               35
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
                                                                                                             36
37
38
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
Apple’s Search Engine: Siri




                              40
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
                                                                                    41
What’s Ahead?
Social Marketing + Marketing Automation




                                          @simpartners
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
Feel free to download our Google+
Local eBook at:
http://www.simpartners.com/our-
work/resource-center/




                            @simpartners
Thank You!
SIM Partners
Jay Hawkinson
jhawkinson@simpartners.com
  @simpartners

Tammy Rechtin
trechtin@simpartners.com
   @trechtin




                             @simpartners
APPENDIX




           @simpartners
Velocity Social – What It Does


•    Build Audience
•    Engage
•    Generate Leads
•    Report




                                     47
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

                                                                                                                               48
LinkedIn Case Study: Prudential




                                  49
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
                                                                                                       50

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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 4
  • 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. 7
  • 8. Sponsored Stories – Facebook Dashboard
  • 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. 10
  • 11. Facebook Advertising Large Brand – More Traditional @simpartners
  • 13. Facebook App – Doing Everything Right!!! 13
  • 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 16
  • 17. Google+ Business & Local Social Signals and Search @simpartners
  • 18. 18
  • 19. 19
  • 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 20 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) 21
  • 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 22
  • 24. Goodbye Google Places Hello Google+ Local 24
  • 25. The Upcoming Merge Google+ Google+ Business Local 25
  • 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 27
  • 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 30
  • 31. Advantages of Verifying/Merging • Only One Page to Manage • Updates are Pushed Through More Quickly • Social Capabilities • Direct Connect • Google+ Box 31
  • 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. 33
  • 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 35
  • 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 36
  • 37. 37
  • 38. 38
  • 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 41
  • 42. What’s Ahead? Social Marketing + Marketing Automation @simpartners
  • 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
  • 45. Thank You! SIM Partners Jay Hawkinson jhawkinson@simpartners.com @simpartners Tammy Rechtin trechtin@simpartners.com @trechtin @simpartners
  • 46. APPENDIX @simpartners
  • 47. Velocity Social – What It Does • Build Audience • Engage • Generate Leads • Report 47
  • 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 48
  • 49. LinkedIn Case Study: Prudential 49
  • 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 50

Hinweis der Redaktion

  1. Formatting seems off on this page – SK
  2. Formatting seems off on this page – SK
  3. 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.
  4. Formatting seems off on this page – SK
  5. I think it’s “+1’d” instead of “+1ed”
  6. 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.
  7. YELP!!!
  8. White papers talks about the differences between Google+ Local & Google+ Business and how to merge the listings etc….