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Facebook, Google+ and
John Cass Director of Digital Marketing
McDougall Interactive
Social Media
Social Media
•Social Channels | ViralBlog
Social Media
Digital Content
Inbound & Content Marketing Digital Content | Vertic
Social Media
Image of people | Healthywinston
Social Media
Social Content
Social Content | Acquisio
Do The Numbers Matter?
Social Signals
Personalized
Search
And On
Bing
Mobile’s Impact
4.2 Billion
Toothbrush
Owners
4.8 Billion
Mobile
Subscribers
Facebook Mobile Trends
Content & Customer
Journey Stages
• Blogs, Problem/Solution White Papers & eBooks, Peers, Social Networks, Infographics
Education Phase: Need
• All of the above, SEO, review sites, Analyst Research
Solution Phase: Research
• Vendor Websites, SEO, Backgrounder White Papers, blog and review sites
Selection Phase: Conversion
Touchpoints
Into Action
Keywords in the Customer Journey
• Informational Keywords: Restaurants in Burlington
Education Phase: Need
• Transactional Keywords: Thai Restaurants in Burlington
Solution Phase: Research
• Brand Keywords: Yelp review of the Lemon Tree in Burlington MA
Selection Phase: Conversion
Content & Channels
Blogs
Search Engines
WordPress
Video
YouTube/Vimeo
Embed
Infographics
Social Networks
SubmitInfographics
Presentations
Slideshare/Prezi
Facebook Company Page
Facebook Content: An Image, a
Video, and a Quote
1. Photos: Images generate the most engagement
across Facebook audiences.
1. Albums are even better because you can
present a series of photos on a topic.
2. Videos: Interview customers, how-to videos
3. Text: Make the text interesting. Combine quotes
with images. Ask your audience questions. Best of
all - Infographics
A Plan For Creating Content On
Golf Resort, Boston,
MA Example
Album of all of the holes
– Bruins Past &
Present Hit the Links
Golf Pro Makes A Tips Video
Golf Pro makes a video on How-to play the course
Quotes & Images
Quotes from
members with
images of the holes
LinkedIn Groups
Community
Content & Engagement Plan
Facebook Content Calendar Facebook Engagement Calendar
October Week 1 October Week 2 October Week 3 October Week 1 October Week 2 October Week 3
Fall Colors on the
course Photo album of
golf tournament
Early morning
pictures of each
hole
Share content
from nearby apple
picking farm
Interviews with
top ranked
players in the
tournament
Interview with
member about
one of the golf
holes
Tips video with the course pro
Tips video with the course pro
Tips video with the course pro
Customer video
about their wedding
Infographic about
planning your wedding
Image and quote of from member
Community Life Cycle
Engage At Each Stage
1. Visitor: Be helpful, welcome them
2. Novice: Show them around the community
3. Regular: Schedule an interview regularly
4. Leader: Ask them to participate
5. Elder: Have them join the advisory council
LinkedIn: Company Pages
Pick a LinkedIn Profile Image
Posting Events & Content
Company Page: Services
LinkedIn Page: Featured Group
Facebook Groups
Google+
Google+ Profile
Google+ Authors Profiles
Google+ Company Page
Creating The Page
Building The Page
Google Hangouts
Google Communities
Takeaways
1. Social Important for Search
2. Mobile Increasingly Important
3. Customer Journey
4. Content, Community & Engagement Plan
5. Facebook – Images, Video & Quotes
6. LinkedIn – SlideShare, Images, Video
7. Google+ - Longer Form, Images, HangOuts
8. Optimize Your Profile
Presentations available here: www.searchsocialseminar.com/presentations/
www.mcdougallinteractive.com
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