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Social Media and DigitalMarketing
10 November 2014Gabrielle K. Gabrielli, Ph.D.
Feel free to use WiFiNetwork name: Leadership
Password: Gabrielle
Ground Rules
1. Turn any cell phones or pagers to the off orsilent position.
2. Listen actively.3. Participate to the fullest of your ability.4. Keep an open mind.5. Be prepared to get out of your comfort zone.6. If you break any rules, you sing.
Introductions
• Who you are• What you do• Your current web presence (including
personal sites)• What you’d like to learn most (or what
you’d like this course to help you with most)• Biggest challenges
Course Learning Objectives
By the end of this course, you should beable to:
• Discuss the importance of branding.• Leverage digital marketing for campaigns,
contests, promotions, and effective socialnetworking including via Facebook,YouTube, Google+, LinkedIn, Twitter,Instagram, and Pinterest.
• Write effective metadata, use cross-promotion, and implement other Internet,video, and multimedia strategies toimprove search engine rankings.
Course Learning Objectives
By the end of this course, you should be ableto:
• Conduct beneficial research to be responsiveto target consumers and generate leads,increase sales, and enhance market reach.
• Achieve better results with marketingspending and track return on investment.Explain the most beneficial components ofsearch engine optimization (SEO).
• Discuss improvement opportunities with yourwebmaster (or if you are your ownwebmaster, work on them).
• Implement strategies to improve SEO.
Consumer Trends
• Technology-focused– Web 2.0 heading to 3.0– Social networking and community-based– Search-engine driven
• Information-driven, changing frequently• Green• Throwback
– People want a relationship, not a hard sell.– Consumers are tired of technology barriers.
Marketing
• The class is digital marketing, but youmust still do face-to-face!
• Take a systematic approach toimplementing your marketing efforts
What Is Branding?
Branding Is....
• What you do and do not represent• What makes you unique• Why people should trust you• How you make connections• The gut feeling people get when they think
about you• How you add value to a product (the
product is YOU!)
Why Brand Yourself?
• It sends a clear message about who youare.
• Products that are branded are oftenchosen over similar products because theysomehow have a perceived value of being“better.”
What is Your Brand?
• Think of a word or words that peoplecurrently use to describe you or yourbusiness.
• Think of a word or words that you wouldlike people to use to describe you.
Elevator Pitch
Ways to Brand Yourself
• Become an expert in something related toyour business.
• Buy your name as a domain name for awebsite or blog.
• Form relationships and build trust.• Master the art of networking appropriately
and find ways to create greatness.
Networking Rules
• Connecting• Reciprocating• Exchanging• Asking• Targeting• Enabling
GivingReconnectingEvaluatingAddingThankingNiche-ingEvolvingSatisfyingSustaining
Ways to Network
• Join professional groups.• Use social networking.
– LinkedIn– Facebook (personal AND business)– YouTube– Pinterest– Twitter
• Volunteer your time and expertise.• Get outside of your comfort zone.
Rebranding
• Many major rebranding efforts have failed.• If you choose to rebrand, do so for a good
reason.• Never rebrand too frequently or you will
confuse your market.
Online Marketing Trends - 2015
1. It's Increasingly a Mobile-First World2. It's Now a Pay-to-Play Social World3. Social Content Continues as the Rising
Marketing Star4. Video Isn't Just About YouTube Any
More5. The Social Splinternet Will Continue
ClickZ, 31 October 2014
Search Engine Optimization
• SEO is alive and well (despite naysayers).• People will always use search engines to
find businesses and organizations.• Google has had 500+ algorithm changes
in the past year.• Some parts of SEO will always be
important despite algorithm changes.
What Matters Most with SEO
• Website• Social media• Reviews• Reciprocal links
Preparing Your Site for Metrics
• XML sitemap• Google analytics tracking code
Sitemaps
• HTML sitemaps (not necessary)– Page that shows every page on your site– Add code for pages you don’t want indexed– Link to sitemap should be on all pages
• XML sitemaps (needed)– Much more important to search engines– http://xml-sitemaps.com– Select "Daily" in the "Change frequency" option,
select "Use server's response" for "Lastmodification", and select "AutomaticallyCalculated Priority".
Alternative to Google Analytics
• http://www.submitexpress.com/analyzer• Includes tools to check metadata, URLs,
page load time, keyword density, more• MANY others including:
– http://clicky.com– https://parsely.com– http://piwik.org
Metrics that Matter
• Pagerank• Bounce rate*• Average page views per session• Return rate of visitors• Average time on site (session duration)• Average cost per page view*
Pagerank• Represents how important page is on the WebGoogle's Score = (Kw Usage Score * 0.3) + (Domain * 0.25) +
(PR Score * 0.25) + (Inbound Link Score * 0.25) + (UserData * 0.1) + (Content Quality Score * 0.1) + (ManualBoosts) - (Automated & Manual Penalties)
PageRank = 0.15 + 0.85 * (a "share" of the PageRank of every page that links to it)
Bounce Rate
• High number = lack of appeal or relevancefrom landing page*
• Monitor how different ads or keywordsgenerate different bounce rates.– Br = Bounce Rate– Th = Total number of visitors w/ only one hit– Te = Total hits to page(s)
Ways to Improve Bounce Rate
• Know your audience.• Create more appealing web content.• Keep text to a minimum (but do not make
your site graphics only).• Include a call to action.• Show them how you help meet needs.• Track metrics and adjust accordingly.
Average Page Views per Session
• Measures engagement including howdeep visitors delve into your site
• Helps show how relevant content is tovisitors
• People who are engaged with your siteare more likely to share with others andinfluence sales.
Return Rate of Visitors
• Key to determining customer engagement• Higher return rate for specific keyword(s)
helps you better focus on those visitors.
What Matters Most with Websites
• Domain name• Relevant content (especially text)• Credible inbound links• Metadata (description, ALT tags,
keywords, etc.)• Good design• Fresh content
Domain Names
• taroastrologist.com (good)• tarotastrologist.com ?
• michaelwrossconsulting.com• mikerossconsulting.com
Metadata
• Page title• Description• Alt tags• H1, H2• A HREF
Page Title
• Each page of your website should have aunique and descriptive (search-enginefriendly) page title.
• The closer to the start of the title tag akeyword is, the more helpful it will be forranking, and the more likely a user will beto click them in search results.
Good Example of Title
Improvement Opportunity
• Add SEO-friendly information, i.e. “AboutTarot Astrologist Donna Tornillo ofTallahassee, FL”
Improvement Opportunity
• Add regional AND descriptive information,i.e. “Tallahassee Tarot Astrologist Donna”
Description
• Shows in search results• Helps tell users how relevant the site is to
what they are searching• Prompts people to click or move on
H1 and H2 Header Tags
• Need to be relevant to search terms and tocontent
Improvement Opportunity
• H1 tags need better SEO.
h1 class="site-title" itemprop="headline"><ahref="http://taroastrologist.com/">TaroAstrologist</a></h1>
A Href
• Internal links• <a href="http://yoursamedomain.com/"
title="Keyword Text">Keyword Text</a>
Search Engine Optimization (SEO)
• SEO is extremely important.• 33% of traffic goes to the #1 ranked
position, 18% to #2, 11% to #3, 8% to #4
Page # Matters
• 91% of Google traffic goes to page 1results; <5% to page 2; 1% to page 3.
How Do People Find You?
How Do People Find You?• If your name is your brand, you MUST use
social media effectively.
How Do People Find You?
• If your name is your brand, you MUST usesocial media effectively.
How People Find Me
Where Should You Spend YourTime?
Social Media Revolution
https://www.youtube.com/watch?v=zxpa4dNVd3c
• Get your profile to 100% completeness.• Include a professional headshot.• Get recommendations.• Use power words.• Join relevant professional groups.• Interact with others in groups.• Make new connections.• Create a custom URL.
How to Create Custom URLon LinkedIn
How to Customize Linkson LinkedIn
Improvement Opportunity
• Need better presence on Google withGoogle+ and reviews.
Important Tips
• Make content relevant.• Don’t post things that feel like a hard sell.• Respond to comments, shares, etc.• Don’t post too frequently or infrequently.
– Twitter - as much as you want– Facebook and others - no more than 3 times
per week; once per week or so is fine.• Address ALL reviews (even negative).
Why Have a Facebook BusinessPage versus Personal Page?
• It is in compliance with FB rules.• It helps with SEO.• You can directly market to your likes.• You can use various statistics to examine
metrics, see what postings worked andwhat didn’t work, and how various aspectshelp with engagement.
• Personal friends limit is 5000. There is nolimit on business pages.
• It helps with cross-promotion.
Facebook Campaigns
• http://www.facebook.com/advertising– You can target all aspects of marketing-
geographic, demographic, psychographic
If you have a website...
What does your homepagesay about you?
Website Content
• If you have a Flash movie on your website,replace it with technology more accessibleto mobile devices and people withdisabilities such as Javascript.
• Flash is dead (and has been for years)!
How to Keep Content Fresh
• Write a blog.• Add testimonials.• Change pictures.• Refresh text.• Keep a calendar when appropriate (such
as for public speaking or teaching).
Importance of Reviews
• 90% of consumers trust peer reviews andrecommendations.
• Only 14% trust advertisements.
How to CreateLinkedIn Business Page
• https://linkedin.com/company/add/show
How to Link Facebook to Twitter
https://facebook.com/twitter
When and What is Best to Post
• Fridays have the most engagement onFacebook. Consider posting smart contentrelated to weekend activities.
• Images have the best engagement,followed by video, links, then text.
• Video engagement has the highestincrease from past measures.
Best Day to Post on Facebook
Adobe, 2014
Social Engagement Rate
Adobe, 2014
Social Media Infographic
YouTube
• Create a custom channel even if you don’tyet have content.
• Allow embedding with videos.• Be sure to use keywords in your
descriptions.• Be sure to add relevant keywords in the
tags as well.
Focusing Your Efforts
• Once established, managing your digitalmarketing efforts doesn’t take a lot of time.
• The time invested will pay off in the longrun.
Why You Should RemoveDuplicate Accounts
• Multiple pages fragment your brand so youare competing against yourself.
• You can absorb more followers bycontrolling everything related to yourbrand.
• A competitor could claim your page.• Removing duplicates allows your main
page to have higher rankings.
How to Remove or MergeDuplicate Accounts on LinkedIn
• You can merge accounts if more than 10connections in both.
• You can delete one of the accounts.• http://help.linkedin.com/app/answers/detail
/a_id/1275/~/duplicate-accounts
How to Remove or MergeDuplicate Accounts on Facebook
• Go to your page, then click “Edit Page”,then click the “Resources” tab, and thenselect “Merge duplicate pages”.
• Report the pages as duplicates includingauto-generated pages.
• Wait and hope that Facebook will allownon-identical duplicate pages or those notunder your control to be merged.
How to Remove or MergeDuplicate Accounts on Google+
• Contact Google.• Wait several months.• Contact Google again.• Hope that someday they will respond.
Google AdWords
• http://adwords.google.com
Keyword Spy
• http://www.keywordspy.com• Perform advanced keyword research and
tracking
Keyword Eye
• http://keywordeye.com
Metamend Keyword DensityAnalyzer
• http://www.metamend.com/seo-tools• Free tool that is excellent, but currently
offline while undergoing updates.
Übersuggest
• http://ubersuggest.org
SEO Tools
• http://www.xml-sitemaps.com/seo-tools.html
Blekko
• Search engine that has SEO built inthrough slash tags
• Use /seo after any URL to analyzeinbound links, hostrank, cross links, and tocompare you and a competitor
• http://blekko.com
TouchGraph
• http://touchgraph.com/google• Shows interrelationships of dominant sites
and keywords
Solo SEO
• http://soloseo.com/tools/linkSearch.html• Helps with cross-promotion and URL
submit
SMM: Social Mention
• http://socialmention.com• Conducts social media search and
analyzes mentions and keywords
Example of Weekly Schedule
Digital Marke,ng in One Week
3 Minutes Examine Metrics to Determine where to Focus Energy
3 Minutes Update Website -‐ Fresh Content Helps SEO
4 Minutes Alternate Weeks-‐ Email Campaigns, Blogs, Facebook Campaigns
2 Minutes Solicit Customer Feedback and Tes,monials
2 Minutes Visit LinkedIn Groups; Comment or Respond to Connec,ons
1 MinuteUpdate Facebook Business Status; Feed to TwiQer; Copy toLinkedIn
Extra Time?Work on YouTube, Pinterest, LinkedIn, Instagram, Google+,Metadata, Create Engaging Content (graphics, pics, videos, etc.)
Action Items
• Get LinkedIn profile to 100% completeness.• Secure social media for Facebook, Twitter,
LinkedIn, YouTube, and Google+.Depending on your industry, also getPinterest and Instagram.
• Create a LinkedIn Business page and askany employees to say they work there.
• Ask for reviews and recommendations.• Get an XML sitemap and add Google
tracking code.
Action Items
• Work on improvement opportunities.• Make sure you are listed on Google+
including verifying your address.• If you have any industry sites, connect
with them.• Make any improvements to your website
and any other digital marketing effortsthat I’ve recommended.
