1.Local & Social: How to Maximize VisibilitySeptember 28, 2012

2. House Keeping A copy of the webinar will be emailed to all participants Phones will be on mute Asking questions: Type questions into the Questions / Chat input box on the right hand side of your screen & they will be answered at the end of the webinar 3. Presenter Bios Jay Hawkinson Partner & Local, Social Media Expert SIM Partnerssimpartnersjayhawkinson Deanna Sandmann Social Media Analyst SIM Partnersdeannasandmanndeannasandmann Tammy Rechtin Director of Business Development SIM Partners trechtintammyrechtin 3 4. Agenda Local & Social: The Landscape, The Convergence andSoLoMo + Search Social ROI Google+ Local: Search and Social Signals Apples Plan: Siri Search & Maps Roll Out Whats Ahead: Social Marketing and MarketingAutomation 4 5. SoLoMo Landscape 5 6. Facebook AdvertisingSponsored Stories @simpartners 7. Facebook Sponsored Stories Sponsored Stories are about your Friends and Pagesactivities on Facebook An organization has paid to show the activity as a SponsoredStory so theres a better chance someone engages with thecontent A Sponsored Story can be created when someone: Likes a Page Likes or comments on a Pages post RSVPs to a Pages event Votes on a Pages question Checks in to a place Uses an app or plays a game Likes or shares a websiteHandwrite for web search on mobile phones and tablets. 7 8. Sponsored Stories Facebook Dashboard 9. Sponsored Posts Campaign 3 Week Campaign Significant increase in 3.65% Social CTRpeople talking about 4,619 Clicksthe SIM Partners page 9,752 Actions & viral activity Small investment 10. Promoted Posts Created directly from the post Pay a set amount Allows you to reach a largeraudience Facebook is also testing this forpersonal accounts According to Facebook,roughly 16% of a companys fan base will see every post the page generates.10 11. Facebook AdvertisingLarge Brand More Traditional @simpartners 12. Give with Target 12 13. Facebook App Doing Everything Right!!! 13 14. Make it simple 14 15. Give with Target 15 16. Facebook Key Takeaways Focus on engagement and amplification rather than justlikes Social media drives discovery of content that can influencetransactions and sharing Social media and content are influences that drive searchqueries KPIs hybrid between CPC (Search / Direct Response)& CPM (Display / Branding) Implement tools & technologies that allow you to trackcross channel attribution, so social gets credit 16 17. Google+ Business & LocalSocial Signals and Search@simpartners 18. 18 19. 19 20. 75% of theTop 100 brandsThe top 10 big are now on brands on Google+Google+ Of those with have a total of 9.2 Google+ pages, 30 %million fans combinedhave these pagesdisplay in searchThe Top 10 results for their are heavy brand nametotal unique visitors to auto -Google+ in the U.S. wentToyota,from 15.2 million in BMW, etc. November 2011 to 27.7 Internationally,million in June of this Google+ visitsyear, marking an increase rose 66 percent, of 82% from 66.7 million to 110.7 million20BrightEdge Social Share study for July 2012 and comScore 21. Personalized Search Results 1. Search results that are geared toward the searcherbased on past searches or web history (you do nothave to be signed in to Google to receive these results) 2. Search results that are tailored to the searcherbased on Google+ pages you or your friends havecircled/+1d, pages shared with you by yourfriends, Google+ posts from people you know, andcontent thats only visible to you such as privatephotos (you do have to be logged in to Google inorder to view these results) 21 22. Google+ & Rankings!!! Increasing the number of Google+ Business Page followers yielded the biggest change in ranking position according to the Testing Social Signals study Increasing Google +1 votes observed the 2nd largest ranking position change22 23. Google+ in Search 24. Goodbye Google Places Hello Google+ Local24 25. The Upcoming Merge Google+ Google+ Business Local 25 26. Google+ Local pages willhave the same socialcapabilities as a Google+business page such ashangouts, sharing to circles,photos, videos, wall posts,and more.Fully Integrated Page 26 27. Once Merged Your Google+ Local Page will no longer operate like a staticlisting Actively managing and updatingyour Google+ Local page willbecome increasingly important foryour Google+ Local page to rankhigh in organic search results27 28. Verification: To Merge or Not to Merge Yes Brick and mortar businesses with both a Google+ Local (previouslyGoogle Places) account and a Google+ Business Page in the localcategory Businesses that do not find re-verification a burden Maybe Not Businesses with multiple locations that find it difficult to post card verify Service area at home businesses (currently not available for merge) Businesses that have no need for social or want to avoid the hassle ofre-verificationhttp://blumenthals.com/blog/2012/08/10/google-business-pages-to-merge-or-not-to-merge-that-is-the-question/ 29. The Google+ BoxOnly verifiedGoogle+ Pagesare consideredfor the Google+boxDisplays latest posts,+1s and activity fromthose within yourcircles that recentlyPages must have posted within the the last 24 interacted with thepagehours to get a spot in the Google+ BoxLurie, Ian Google Plus Box Ranking Factors Report. Portent.http://www.portent.com/blog/internet-marketing/google-plus-box-ranking-factors-report.htm29 30. Google+ Direct ConnectType + before yoursearch term to betaken directly to theassociated Google+pageSearchers areautomatically promptedto add the brand totheir circles 30 31. Advantages of Verifying/Merging Only One Page to Manage Updates are Pushed Through More Quickly Social Capabilities Direct Connect Google+ Box 31 32. To Verify Your Business As Part Of The Merge:Check out our blog post: http://www.simpartners.com/how-to-merge-google-local-and-google-business-pages/ 33. Google+ Key Takeaways Larger Google+ circles = greater visibility throughpersonalized search results When activity from social circles or +1s are displayednext to an organic listing, click through rates (CTR)have been shown to improve by 10%-20% When +1 activity is displayed next to paid search adsCTR have improved by 5%-10% according to Google Verified Google+ Pages get extra benefits.33 34. Siri and Apples Plan With SearchBringing together search and social and launching maps @simpartners 35. Apple vs. Google Apple recently pulled Googles YouTube app from iOS 6 Google will go it alone with one from the App Store 35 36. Apples Plan Apple dropped Google Maps with iOS 6 3D mapping functionality Apple is not only disconnecting its native iOS 6 Maps app fromGoogles servers, but will also redirect all third party app requests to itsown mapping servers, immediately taking the majority of mobile mapstraffic away from Google as it forges new strategic partnerships formapping Apples iOS doesnt support Googles Maps Navigation features, nor does itincorporate support for Googles Loopt-like Latitude or its Yelp-like Placesfeatures that are all integrated into Androids version of Google Maps The introduction of Apples own new Maps app in iOS 6 instantlyreplaced Google maps on every new mobile device running iOS and forevery user who upgradeshttp://www.appleinsider.com/articles/12/08/02/apple_wants_to_wipe_google_off_the_map_with_ios_6.html 36 37. 37 38. 38 39. Apples Plan Apple partners more closely with YelpAt the same time, Apples new iOS 6 Maps is partneringwith some of Googles maps-related competitors,including Yelp, the review service that todays Sirialready relies upon for local information and userreviews In iOS 6 Maps, users will be able to access Yelp forreviews, user submitted photos (or submit their ownpictures), write "tips" and check in at local businesses. Siri will also expand its feature set to provide moreextensive support for looking up locations and providingdirections to them.http://www.appleinsider.com/articles/12/08/02/apple_wants_to_wipe_google_off_the_map_with_ios_6.html 39 40. Apples Search Engine: Siri40 41. Tactics For Siri Search DATA INTEGRITY Include Every detail aboutKEYWORDS Be SPECIFIC about your your business must About Your be consistent acrossBusiness products and servicesdirectories This is SEO 101, if you sell (this means shirts, do you sell t-shirts, accurate) blouses and whatdesigners?OPTIMIZE Your BusinessThe higher your ranking on Siris Reviews System: the search engines, the REVIEWS COUNT better chances of SiriCreate aSiri uses a ranking systemlocating your business during search MOBILE OPTIMIZEDbased on business reviews SITEwhen deciding what to give Siri likes mobile sites! the consumer41 42. Whats Ahead?Social Marketing + Marketing Automation@simpartners 43. SocialGartner predicts Marketing &CMOs will controlMarketing more of the ITAutomation To budget than CIOs Join Forces? within the next fiveyears Social marketing is another digital marketing tool that will soon becomecommonplace with more popular marketing automation systems, channelsand methods such as digital lead tracking, website landing pages, emailmarketing and search engine optimization (SEO) But more interestingly, this may be the marketing technique thatbridges and then converges marketing automation software and socialmarketing solutions into a single solution set that drives even moregrowth together than they garner apartA Marketing Software Convergence on the HorizonChuck SchaefferCRM Search Aug 2012 44. Feel free to download our Google+Local eBook at:http://www.simpartners.com/our-work/resource-center/@simpartners 45. Thank You!SIM PartnersJay Hawkinsonjhawkinson@simpartners.com@simpartnersTammy Rechtintrechtin@simpartners.com @trechtin @simpartners 46. APPENDIX @simpartners 47. Velocity Social What It DoesBuild AudienceEngageGenerate LeadsReport 47 48. The B2B Player-A Social Site To Start Tactics Now "Brands come to us to engage in conversations with the valuable audience of professionals in our networkLinkedIns global marketing director Alison Engelhttp://www.businessinsider.com/see-8-of-the-most-effective-ad-campaigns-that-ran-on-linkedin-2012-8?op=1#ixzz23Aev7fIs 48 49. LinkedIn Case Study: Prudential49 50. Here are the different tools advertisers can use to augment their paid display ads LinkedIn Company Page Status Updates: Companies can share anything from company news to product releases to promotions to relevant industry articles with their followers. LinkedIn Custom Groups: Marketers establish their own community where they can deliver relevant messages and interact with their targeted audience of potential customers. LinkedIn Display Ads: Marketers can target specific groups of professionals through display ads on the LinkedIn platform. LinkedIn Partner Messages: Marketers utilize LinkedIns InMail messaging platform to deliver highly relevant messages to specific audience segments. LinkedIn Polls: Brands can easily find answers to their business and market research questions. LinkedIn Recommendation Ads: These ads display the number of recommendations that a marketers product or service has generated on their LinkedIn Company Page. LinkedIn Targeted Status Updates: Marketers tailor the content in their status updates to specific types of company followers. LinkedIn Today: The companys social news platform for professionals, which delivers the top stories members need to know from their networks and industries. Read more: http://www.businessinsider.com/see-8-of-the-most-effective-ad-campaigns-that-ran-on- linkedin-2012-8?op=1#ixzz23Ag5bp98 50