August 1st, 2013HANGOUT WITH

Social Media and SEO for Start-ups

Dar has extensive experience in social media and digital marketing. She has worked on campaigns of every size and vertical from start-ups to large corporations to help them achieve their various objectives. One of Dar’s specialties is in providing corporate training in social media management. Dar currently works at iRISEmedia, a leading digital marketing agency in Toronto, as Director of Social Media Marketing.

Mentor at 21 212, Co-founder and Quarterback at DMAC. Gustavo Has been working in the online space since 1998 and specifically with Digital Marketing since 2004. He has worked as a university professor in Brazil since 2001 and possesses vast experience creating and developing certification, post graduate and bachelor programs.

Jim has been the founder and President of iRISEmedia.com, a leading digital marketing agency in Toronto from 2004 to the present. His particular specialty is in SEO and Social Media but he also focuses on the company’s R&D and intellectual property initiatives. He was also Legal and Online Marketing Director for Incorpore Brazil from 1996-2004. He has law degree from Osgoode Hall University in Canada.

THE LECTURERS

Dar Refaeli Gustavo Loureiro Jim Bensimon

AGENDA

Introduction about DMAC

The Power of Social Media Marketing

Social Media Marketing Tips for 2013

Social Media Case Study

The new face of SEO

SEO Tips for 2013

SEO Case study

Q&A

Over 1.11 billion active monthly users as of March 31,2013

Over 665 million daily active users on average in march 2013

Over 18 million users in Canada

The average Facebook user spends more than 30 minutes per day on it

Over 500 million registered users

Twitter now has 200 million active users

24 billion searches each month

More than 50% of active Twitter users follow companies, brands and products

YouTube is the 2rd largest Search Engine in the world

Over 1 billion unique users each month

Over 4 billion videos are watched every day

700 Youtube videos get shared on Twitter daily

100 million people take a social action on YouTube (likes, shares, comments) every week

THE POWER OF SOCIAL MEDIA MARKETING

1. Use Fewer Social Sites

SOCIAL MEDIA MARKETING TIPS FOR 2013

2. Connections. Not Sales

SOCIAL MEDIA MARKETING TIPS FOR 2013

3. Help Your Clients/Readers

SOCIAL MEDIA MARKETING TIPS FOR 2013

4. Host Events

SOCIAL MEDIA MARKETING TIPS FOR 2013

5. Use Your Analytics

SOCIAL MEDIA MARKETING TIPS FOR 2013

1. Use Fewer Social Sites

2. Connections. Not Sales

3. Help Your Clients/Readers

4. Host Events

5. Use Your Analytics

SOCIAL MEDIA MARKETING TIPS FOR 2013

Client: The Canadian Plastics Industry Association

Background: On June 6, 2012, City Council voted to ban single-use plastic shopping bags from retail stores in Toronto as of January 1, 2013.

Campaign Objective: Reverse the ban on plastic bags by getting City Council to vote against the implementation of the by-law

Campaign length: 3 months

CAMPAIGN OVERVIEW

CAMPAIGN STRATEGY

Campaign Strategy:

Create an online awareness campaign to inform Torontonians of the ban, its negative impacts and the benefit of plastic bags and the industry.

Encourage the public to send letters to City Council expressing their thoughts about the ban.

Campaign Platforms:

www.reversethebagban.ca/take-action

REVERSETHEBAGBAN.CA

www.reversethebagban.ca

facebook.com/reversethebagban

www.twitter.com/reversebagbanTHE SOCIAL MEDIA CHANNELS

www.youtube.com/reversebagban

• Thousands of letters written to city council

• Over 10,000 visits reversethebagban.ca • On November 28, 2012, Toronto City

Council voted to reverse the bag ban

THE RESULTS

The introduction of Google Panda & Penguin along with other changes made by major search engines in the past 18 months have increased the importance of content driven and quality backlinking SEO strategies.

Outdated SEO strategies used by many “SEO firms” can endanger a website’s search engine rankings and may lead to de-indexing by Google.

Fresh content is key and must perform triple duty: Keyword targeted and optimized Link worthy Social media worthy

THE NEW FACE OF SEO

Page speed for mobile;

Content Must Be Compelling; No more backlinks;

Matt Cutts of Google “Facebook Likes do not affect SEO rankings”. However combined Social Media Data (Facebook, Twitter, google+, youtube) does increase SEO rankings;

Google Penguin can now penalize individual pages as opposed to entire sites;

Google Panda rolls out data 10 days in every month (beware of bad backlinks);

Design – User Experience are grossly underrated.

SEO TIPS FOR 2013

The Client: Vital Signs

The Website: vital-signs.ca

Campaign Objective: Increase qualified organic search traffic to vital-signs.ca

SEO Strategy: Optimize website and targeted keyword phrases for vital-signs.ca to appear in top organic search results on page 1 of Google.ca and other search engines

Campaign length: Since March 2011

Keywords on page 1 at start of campaign: 0

CAMPAIGN OVERVIEW: VITAL SIGNS

• Over 80 Keywords on page 1; over 70 keywords in top 3 positions on page 1

• Sample keywords on page 1, position 1: “Storefront signs” & “outdoor signs”

• Increase of organic website search traffic by 205% in a 1 year period

Vital-signs.ca appears in position 1, page 1 for ‘storefront signs in Google.ca

Organic traffic to Vital-signs.ca increase by over 200% in a year

CAMPAIGN ACHIEVEMENTS: VITAL SIGNS

KEYWORD RANKINGS ON GOOGLE.CA

KEYWORD RANKINGS ON GOOGLE.CA

KEYWORD RANKINGS ON GOOGLE.CA

KEYWORD RANKINGS ON GOOGLE.CA

Thank you very much