Pete Codella, APR presents at Alexander's Academy professional development master class on Dec. 5, 2012. These are the presentation slides for the event hosted at FranklinCovey in Salt Lake City and presented by Alexander's, a multi-channel print and marketing firm in Lindon, Utah.
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Social Media Bootcamp: Today's digital marketing toolkit
1. Social Media Bootcamp
Today’s digital marketing toolkit
For clients and friends of Alexander’s
by Pete Codella, APR
Alexander’s Vice President of Marketing and Public Relations
5. Page 5
1
82.6% of Internet users use search
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2
70% of the links search users click on are organic
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3
75% of users
never scroll past the first page of search results
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8. Page 8
4
80% of search engine users say they
occasionally/rarely/never
click on the sponsored search results
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5
93% of online experiences
begin with a search engine
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6
Search is the #1 driver of traffic to sites,
beating social media by 300%
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7
For Google, 18% of organic clicks go to #1
position, 10% of organic clicks go to the #2
position, and 7% of organic clicks go to the #3
position
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8
42% of all searchers click on the top-ranked result
compared to PPC clicks
When searching, only 23% click a PPC link
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13. Page 13
9
39% of customers come from search
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10
50% of consumers are more likely to click on a
search result if the brand appears multiple times on
the results page
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15. Page 15
Optimize your website
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23. Page 23
Your top 25
Identify the top 25-30 keywords and phrases for
your people, products, brands and services
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24. Page 24
Know your rank
Periodically identify how many of the first page
search results (for your top keywords) are due to
your online publishing efforts
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26. Page 26
Other metrics
In addition to Analytics, measure social media
engagement like:
• Content published and shared
• Follows
• Likes
• Comments and discussions
• Retweets
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28. Page 28
Monitoring via RSS
• Gmail account
• Google Reader
• Google Blog and News Search
• Twitter Search
• any online search with an RSS option
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What to post
• Links to important Web pages
• Blog posts
• News releases
• In the news items
• Videos
• Photo galleries
• Online presentations
• Awards received
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45. Page 45
Practical matters
• Identify the objective for the page
– Who’s your target audience?
– What do you want them to do there?
• Goals
– How many likes do you want?
• Set a vanity URL (facebook.com/username)
• Keep it fresh — people expect frequent (like daily)
updates
• Have fun!
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57. Page 57
Google+ vs. Facebook
• Circles – more intuitive
• Hangout – video chat with groups
• Huddle – chat on mobile devices
• Location – easily shared on Google+
• Spark – searches for related content
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Tips
• Use your CEO as a community manager
• Host hangouts, social events
• Create circles for notable employees
• Use author tags on company blog posts to link to
Google+ (and LinkedIn) profiles
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59. Page 59
Search
• It’s Google!
• Google+ pages are excellent for search
optimization
• Also gives your website authority
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60. Page 60
SEO = People
rely on their social connectivity
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66. Page 66
First things first
• Profiles – 100% complete
• Company profile
• Join groups (public/private)
• List and apply for jobs
• Post and answer polls
• Link to other channels –
SlideShare, Twitter, blogs, etc.
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87. Page 87
you can follow: pins, boards, people
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you can add
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89. Page 89
Content types
• Images that show detail, close-ups
• Infographics
• Contests, promotions
• Behind the scenes
• Video galleries
• Repins from brand champions
• Thought leadership
• Curation at its finest
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97. Page 97
Why blog?
• Search optimization benefits
• Be a thought leader
• Engage with online constituents and influencers
• Provide commentary, news and information
(not just about your company)
• Platform for a genuine, human voice, not
corporate-speak
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98. Page 98
Business blogging stats
• Companies that blog get 55% more Web traffic
and 70% more leads than those that don't
• B2B companies that blog generate 67% more
leads per month than those that don’t
• Businesses that blog at least 20 times per month
generate 5X more traffic and 4X more leads than
those that only blog a few times per month
Alexanders.com | PeteCodella.com marketing.grader.com
99. Page 99
Why WordPress?
• Open source
• Inexpensive
• Search optimized
• Plethora of templates and plugins
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100. Page 100
Naming strategy
1. Standalone domain
2. Subdomain
3. A folder on your main domain
4. A free service
Examples of strategies 1-4 above:
1. CommunicationTransformed.com
2. Blog.Alexanders.com
3. Alexanders.com/Blog
4. Alexanders.WordPress.com
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101. Page 101
Publishing guidelines
• Focus
• 200-300 words per post
• Blog at least weekly
• Original content – use trending topics as a
springboard
• Be genuine
• Use multimedia
• Socialize – make it easy to comment and share
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107. Page 107
Open dialogue
• Use the blog as a platform to have an
open, honest conversation
• Moderate comments; don’t delete them just
because they’re negative/critical
• Always address complaints/criticisms
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111. Page 111
YouTube stats
• #2 search engine worldwide
• 3rd most traffic worldwide, behind Facebook and
Google
• More than 4 billion hours of video watched
monthly
• 72 hours of video uploaded every minute
• Traffic from mobile devices tripled in 2011
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113. Page 113
YouTube for business
• It’s your free online advertising channel
• Search for your keywords, any competition?
• Build a video campaign around keywords — must
be driven by video title, description and tags
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Tumblr tips
• Post high-quality images to promote products
• Post news and information in photo form to
reach visual thinkers
• Add personality to the posts to endear your
brand to followers
• Give followers behind-the-scenes access
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141. Page 141
10 steps for businesses
1. Claim your name on as many platforms as possible
2. Pick your poison — decide which tools you’ll use
and why
3. Plan your publishing — both content and people
resources
4. Build your online networks — this is the new
advertising ‘reach’
5. Listen!
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142. Page 142
10 steps for businesses
6. Give VIP treatment to your social media friends
7. Create fun, unique, engaging content
8. Be consistent (stick to your plan, #3) and be persistent
9. Engage with your online network to build stronger
relationships
10. Monitor, measure and track your involvement;
compare it to other initiatives (advertising, events,
sales, etc.)
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143. Page 143
7 steps to free Internet monitoring
1. Google Search — set the baseline for your keyword(s)
2. Create a Gmail account
3. Set-up Google Reader
4. Do a Google Blog and News search
5. Also do a Twitter search (and any others where you can subscribe
to the RSS)
6. Add RSS feeds for your search results to your Reader
7. Also, subscribe to Google Alerts*
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151. Page 151
Pete Codella, APR
Accredited in Public Relations
TXT prpete to 50500
for my SMS business card
by Contxts.com
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