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get social or die
as presented at the social media business summit
buffalo
February sixteenth
special thanks to Renee martinez and melinda sanderson from Canisius
College
for the event
we are at the dawn of a new Age with social media
it's both an evolutionary andrevolutionary age
it's a truly disruptive
technology
and social system for businesses and individuals
i assert
that you need to get social
or die
if this is your view of social
and believe me a couple years ago when i looked at twitter
I had the idea
perfect combination of narcissism ADHD and stalking
for some people it still is
for you and for businesses you need to
change this
you need to make it your force
for being found
and getting business
let me walk through this by first taking a look at
the most obvious way getting found
search engine results pages
the promise of a google
or a
bing or a yahoo
there is an implicit promise
it's the most relevant search result
we use google sixty five percent of us
because we believe it gives us the most relevant result
how that result is formulated
how people find you though
has been changing
and evolutionary way since the very begining
now it's proceeding to the revolution
let's take a look at a search engine result page
first let me point out that i am currently logged in
right here to google
note that as a result
there are forty personal results
people but i know who have
said something about lawyers auto accident
any keyword phrase I put up top there
i will see some personal results for based upon my social network
now let's clear the page
seventy percent of clicks on the search engines all page
goto pay-per-click
mind you this is how Google makes all of its billions
some of us will click through the pay-per-click results
note here three percent of clicks eclipse will go to random other places than the search
engine results page
click through to
page two of the search engine results page
or go to videos or images
eighty percent of the results go to the top organic positions
also called above the fold
its an old newspaper term
it's what you see on your screen depending upon your screen size
typically the top four or five results
here we're barely seeing three
now, a couple of things of note
item here in yellow is here because is somebody i was prospecting as potential
client
shows me that i visited this page two times and what my last visit was
very very important understand this google
is working in social results
Bing is doing the same thing
they're working social results into your search engine result page
because they believe
it's going to make those results more relevant for you
i believe this as well
however this is not the only way to be found
very important for you to understand the entire space of engagement here
let's start with that
here's a slide from david armano from edelmandigital
this is the world of engagement
let's clear the four quarters
the first thing is your own digital property
as a person as a business
you need to have an owned
property
god forbid relying on face book page
any page google plus linkedin
posterous you need to have your own
your own owned property
your website your custom built portal for yourself
with that said
let's take a look at advertising
advertising
or paid media is not just pay-per-click or display ads for banner ads or
anything else like that
it is those things, however
it could also be any type of endorsement you may have it could be a billboard
radio spot t_v_ spot could be a celebrity who's promoting your product
or services
the important thing is you want to
capture a relevance from those
advertisements
or publicity or PR
and have it be
SEO'd back to your owned
properties
drive everything back to your owned properties
now let's take a look at your owned media
we had some very good examples earlier today of ramon de leon from dominos
who showing where he's been talked about
out in the world
on blogs and other websites
he's earned that position
you as a business also need to earn those positions
need to find influencers
need to find
niche platforms where people will talk about you
your products and your services
again
driving
everything back to your owned properties
let's take a look at social platforms
they're way Armano calls embassies
things like a facebook a twitter slideshare linkedin youtube
and there's also outposts
things like
blogs and
messageboards
forums
this is where you're going to concentrate your social engagement
it's an intersection
between earned media social platforms owned properties
and also sometimes paid media
take a little care for that one
you'll see influencer engagement
called out here
it'a very important specially as you scale your business and your business presence
took understand who
influencing
those social platforms those communities and those niches
become friends of those people engage those people interact with those people
you do not have the ability if you have two hundred thousand followers
to talk with or engage all two hundred thousand
or million or
even two thousand
you wanna understanding who the key influences and engage them, that
they in turn
once you build a relationship
well reference you
as part of the earned media or what happened with social platforms
and again is an excellent opportunity to get more visibility increase traffic back to your
owned properties
so there's been a huge evolution taking place in a very rapid period of time
and back when i was dealing with dupont and apranet and martin
marietta and others
we would publish our own directories people how to get to our information
internet wasn't even
really built yet
i never did see al gore anywhere by the way
never saw him
then you had people like yahoo came in they were publishing search results for
us
we'd go to yahoo and we look something up
now we had altavista come in and count words on a page which led to keyword density
and
when Google came in as well lead to the SEO industry
and people trying to
optimize their websites for search engines
it keeps getting more complicated google said that people were spending the
external links so we're going to start to look at site and say this was a really
good one it has a authority it has credibility
we're going to give that page rank of nine
this one's not so good give it a pagerank of one
now what's happening is they're adding social voting
think about it so
you as a consumer you as a business person
if you'd like something talk about something tweet it
put it on linkedin
your votes going to start to count showing up in search results both for yourself
and also for your friends with people
that you influence so right now what we have is something like this
we got a bunch of spiders runnign around a bunch of bots it's all being hashed into math
somewhere google server
and we're all feeling a little bit like a living in the matrix somewhat
but that's not what we want
this is what we want
we want the personalized recommendations what somebody we know
we trust that we care about to tell us
that you should try this try really like that
so is I'm here in buffalo I'll ask renee martinez
hey i want a rally good Thai place she'll tell me
i've done this before with renee she's always spot on with the recommendations
i'm not gonna go google that
yesterday i did wanted to run out to a bestbuy and asked her and brian where should I go
he said to down to the galleria mall do this do that
we stopped at P.F.Changs we had a
a good lunch they messed up our calamari I tweeted them
they fixed it I tweeted back good customer service at PFChangs
PFChangs talked back to me today hey how was the rest of the meal
that's based on personal recollections and
interestingly enough Google and Bing
are trying to figure out
who you care about who you interact with
and to the extent that you care and interact with people socially
they're putting that back into your search results
so hold on to your hats here
what's going on
well i published a blog article and a bunch of links that
are backing up everything i'm saying here today so you can click through and read articles
in
do some more research on this yourself but
three different articles
range anywhere from seventy one to eighty three percent of people are using reviews
to influence a purchase decision
makes sense and i go out to Cnet all the time and read what's going on
a look at amazon dot com in take a look with people saying about the product
eighty percent will change
their deciion because they see negative review of the product or service
eighty percent
if you're not out there monitoring
your own yelp profile
and people banging on your business or *** on your restaurant and you don't even
know it
and yes the sales are going down that many people in the wednesday night
that's the
use social or die part
you will go out of business
now this is fascinating so does
social media have a return on investment
alreight well guess what
this just came out two weeks ago
ten days ago
fifty six billion fifty six billion
impressions
two point seven billion clicks
thirteen billion dollars in revenue
when social media was in the stream
of those clips
eighty-four percent more revenue
then natural search results alone
eighty-four percent more revenue
you're in business would you like to have eighty-four percent revenue than your
competitor because you're using social
fascinating
so we
looked at this a little bit earlier today but basically when you have people out there
in social they buy something from you they really like it they talk about it
they tell their friends
they have social proof it creates this whole feedback loop where they're
working on awareness of other people
because they like it
they're getting you to consider maybe i should try that we see this all the time
you play around with tools
I'll Tweet out something like I really like my Scoop it
people say maybe i should try that maybe i should check out Scoop it
so this is what you're looking for
to get with social
and we'll break it down back to search engine results page of sean mcginnis
who'll be here later on today
we're gonna tag-team here a little bit he's got a dive deeper and how you
create some social links out there and help you with SEO
matter of fact walking in today the young lady handing me the bag first thought i was
Sean, it was a great compliment
i don't know i was that good looking and smart so
you know but here's the deal right up top here I'm signed in
I typed in Sean M
that's as far as i got
auto fill suggesting maybe i'm looking for sean mcginnis
displaying his google plus profile
it gives me three other people i know socially
shows me right here in the SERP, I haven't even finished typing it yet
I paused mid-typing captured this with Camtasia
showing me his goolge plus a profile, showing me images for Sean
that otheither he sent out or other people like paul biederman has sent out
has his Twitter profile
as shared by sean
his linkedin as shared by sean the whole page and the second page results as shared
by sean
who I know
okay, so autofill finds him
because he's in my social circle
G+ profile shows up
images show up all the other first page
search results are there because
he shared them
i go anonymous, I'm signed out he does not exist
doesn't exist can't find him
bunch of other people you probably recognized the names probably a little more
famous out there in the world different
complete different search results cause I'm signed out
he is nowhere to be found here
the world as we have looked at it before
was SEO and pay-per-click
pretty well-known keyword research
optimization a lot of maths
in how you go about it
social media world's different you always start out with research but it's very very different
it's not about broadcasting
as you've heard already today
it's about your audience segmentation your communities your influencer
fascinating thing is all of this intereacts back with SEO
it gets you found helps you get found
more relevantly
okay and then
the important thing to talk about here is owning your profiles as well
there's a lot out there right, it can be a little bit confusing like this
mean you know
yet all these different things here Linkedin my skills include donut eating
each platform has a little bit different purpose
and you need to find out where your people are where they are engaging in what
they are trying to do
and find a platform for them
this presentation also the video
all the links I talked about are up on the web
tweeted out already on this hashtag and you can at Tweet me
and I'll send out anything you want as well
alright so
the good news is
writing a book called social marketology by Ric dragon this graphic is also a
chart from that book
what you have is you have a, let me go ahead and come back
okay so what have you have people out there
and you want to say where do you belong
where are communities out there do you need to create a community where are the influencers
in that community
once you have an idea of what that is you've always starts here, why
profit you always start with what are your desired outcomes what are you trying to accomplish
it comes back to your main business object and mission
your main marketing objectives
you come out anywhere on this loop it doesn't matter where you start start
with yourself because work with them whom you're targeting
understand communities understand the influences within that community
you do not have to talk with two hundred thousand people
you have to talk with maybe twenty people who are really
influencing those two hundred thousand people
and you need to identify who they really are
this is an action plan that
it's executed measured and reinvented
anybody tells me that they don't understand the ROI of social
and and suggest that you can't do it I literally just laugh at them
that rude
I just laugh at them because i measure everything
i put out custom links i've put UTM tracking on anything I'm putting out there
measure all but it's very measureable if you understand what you are doing
this here
this whole process
basically you go back and say are we meeting our desired outcomes or not do gap
analysis go back to your plan
revise your plan, you're measuring all along the way, it is very doable different than SEO
very different than SEO
pay-per-click
but very very
important worthwhile
where do you belong
backed to SEO
old-school
short hand optimization
reciprocal backlinks
*** backlinks
relevant connections newschool seo very different broader long tale
based on relationships i want Ramon to blog about me cause you know we've met
a couple times he met me here we had a good time time last night
and he's gonna talk about me I'm going to talk about him that's true relevance
with relevant connection to this is being fueled
by social media and connected together through social media
both tweeting Facebook Linkedin and also through things like blogging as well
in summary
we're really at a sea change here
very very importance sea change still at the very beginning
very beginning of understanding
very beginning of the technologies of it
but it's very very important do it and to get it
we're cutting it short because of our time constraints here but
in my little
rainbow colored thing here dragonsearch.net
if you go onto the Blog there and also go online to the hashtag
yet more background on this
and later on this year will have the book on the process how to use social media
soup to nuts
including measure analytics
why and the wherefores available as well
so thank you for your time