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NY State SBDC Social Media Session

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Social Media breakout session presented to NY State SBDC

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NY State SBDC Social Media Session

  1. 1. Get Social or Die: Why & What on Social’s Business Influence Josepf Haslam, Biz Dev, DragonSearch - @Josepf Deidre Drewes, Interactive Culture Cultivator - @deidredoom5/18/2012 DRAGONSEARCH MARKETING I May 2012 1
  2. 2. Dawn5/18/2012 DRAGONSEARCH MARKETING I May 2012 2
  3. 3. 5/18/2012 DRAGONSEARCH MARKETING I May 2012 3
  4. 4. Promise5/18/2012 DRAGONSEARCH MARKETING I May 2012 4
  5. 5. What it looks like5/18/2012 DRAGONSEARCH MARKETING I May 2012 5
  6. 6. WORLD OF ENGAGEMENT World of Engagement RICH MEDIA CONTENT DIGITAL ADVERTISING PROPERTIES BANNERS WEBSITES DISPLAY CUSTOM BUILT PORTALS PAID ENDORSEMENTS OWNED PAID properties media EMBASSIES SOCIAL EARNED PARTNERSHIPS INFLUENCER NETWORKS platforms media OUTPOSTS BRANDED ENTERTAINMENTRELEVANT MESSAGE BOARDS BLOGOSPHERE NICHE PLATFORMS INFLUENCER ENGAGEMENT Social Engagement Source: David Armano. Edelman Digital 2010. edelmandigital.com Concentrated Here 5/18/2012 DRAGONSEARCH MARKETING I May 2012 6
  7. 7. Evolution5/18/2012 DRAGONSEARCH MARKETING I May 2012 7
  8. 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, Connectedness5/18/2012 DRAGONSEARCH MARKETING I May 2012 8
  9. 9. Step back5/18/2012 DRAGONSEARCH MARKETING I May 2012 9
  10. 10. Why5/18/2012 DRAGONSEARCH MARKETING I May 2012 10
  11. 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.5/18/2012 DRAGONSEARCH MARKETING I May 2012 11
  12. 12. • 71% to 83% of people use “Reviews” to influence Purchase decisions• 80% will change a decision based on Negative Reviews Graphic Source: http://www.brafton.com/infographics/why-content-for-seo5/18/2012 DRAGONSEARCH MARKETING I May 2012 12
  13. 13. •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.
  14. 14. McGinnis Example5/18/2012 DRAGONSEARCH MARKETING I May 2012 14
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  17. 17. SOCIAL MEDIA Where do you belong Where do JOIN COMMUNITIES you belong? CREATE COMMUNITIES WHO ARE THE INFLUENCERS? SUB-SEGMENTS SUB-SEGMENTS5/18/2012 DRAGONSEARCH MARKETING I May 2012 18
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  20. 20. @ricdragon | Ric Dragon | Graphic Excerpted from the book Social Marketology5/18/2012 DRAGONSEARCH MARKETING I May 2012 21
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  22. 22. Virtuous Circle of Social Media for SEO5/18/2012 DRAGONSEARCH MARKETING I May 2012 23
  23. 23. SEO-NATURAL SEARCH SEO Natural Search OLD SCHOOL NEW SCHOOL SHORT HAND OPTIMIZATION BROADER LONG TAIL (keyword stuffing as well) Fueled BACKLINKS Reciprocal Linking RELATIONSHIPS by (many times purchased) Social Connection relevance Media secondary RELEVANT CONNECTIONS5/18/2012 DRAGONSEARCH MARKETING I May 2012 24
  24. 24. Pinterest Case Study: ModCloth5/18/2012 DRAGONSEARCH MARKETING I May 2012 25
  25. 25. 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)5/18/2012 DRAGONSEARCH MARKETING I May 2012 26
  26. 26. Facebook Case Study: Spotify5/18/2012 DRAGONSEARCH MARKETING I May 2012 27
  27. 27. 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 regularly5/18/2012 DRAGONSEARCH MARKETING I May 2012 28
  28. 28. LinkedIn Case Study: Hewlett Packard5/18/2012 DRAGONSEARCH MARKETING I May 2012 29
  29. 29. 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 profile5/18/2012 DRAGONSEARCH MARKETING I May 2012 30
  30. 30. Twitter Case Study: Southern Hospitality BBQ5/18/2012 DRAGONSEARCH MARKETING I May 2012 31
  31. 31. Twitter Case Study: Southern Hospitality BBQ• 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 Derby5/18/2012 DRAGONSEARCH MARKETING I May 2012 32
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  33. 33. Q & A!Any and all questions entertained!Josepf Haslam, Deidre Drewes| DragonSearch.net/blogJosepf@dragonsearch.net | Twitter: @JosepfDeidre@dragonsearch.net | Twitter: @DeidreDoom 5/18/2012 DRAGONSEARCH MARKETING I May 2012 34
  34. 34. Thank You!Josepf Haslam, Deidre Drewes | DragonSearch.net/blogJosepf@dragonsearch.net | Twitter: @JosepfDeidre@dragonsearch.net | Twitter: @DeidreDoom Social Marketology Release date: June 2012 Available Pre-order on Amazon!Presentation: http://bit.ly/NYSBCCJJH5/18/2012 DRAGONSEARCH MARKETING I May 2012 35

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