© Advanced Media Productions AdvMediaProductions. com Local Search Marketing, Online Advertising and Social Media Marketing Louise Rijk Vice President of Marketing and Sales Advanced Media Productions
Sep 11, 2014
© Advanced Media Productions
AdvMediaProductions.com
Local Search Marketing, Online Advertising and Social Media MarketingLouise RijkVice President of Marketing and Sales
Advanced Media Productions
© Advanced Media Productions
AdvMediaProductions.com
AgendaLocal Search Marketing, Online Advertising and Social Media Marketing
- Components of Internet Marketing
- Search Ad Revenue Share
- “Types” of Search
- Web Search
- Vertical Search
- Local Organic Search
- Local Paid Search
- Local Organic Web Results
- Social Media Marketing
- Digital Asset Optimization
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E-Mail Marketing
SearchEngine
Marketing
Affiliate Marketing
WebsiteDevelopment
&Landing PageDevelopment
OnlineDisplay
Ad & RichMedia
Advertising
SocialMarketing
OnlineReputation
Management
Photoshare/Videoshare
SocialNetworking
SocialBookmarking
Social NewsPodcasting/Videocasting
BusinessBlog
Marketing
OrganicUniversal
Search
PPC/Mobile Search
Advertising
OrganicImageSearch
ShoppingComparison
SearchEngines
OrganicVideoSearch
OtherOrganicSearch
Components of Internet MarketingLocal Search Marketing, Online Advertising and Social Media Marketing
Search Ad Revenue Share 2008FY
2008 Share
2008 Revenue
(In Millions)
Search 45% $10,546
Display-related ads 33% $7,640
- Banner ads 21% $4,877
- Rich media 7% $1,642
- Digital video 3% $734
-Sponsorships 2% $387
Classified 14% $3,174
Referrals/Lead Generation
7% $1,683
Email Marketing 2% $405
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Source: IAB 2008 Internet Advertising Revenue Report
Local Search Marketing, Online Advertising and Social Media Marketing
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“Types” of Search
- Organic or Algorithmic Web Search- Blended/Universal search, personalized and local search
- Vertical Organic Search- Image search, video search, shopping search, news search,
blog search
- Organic Real-time Search- Twitter Search
- Paid Search- National and local PPC – Yahoo! Search Marketing, Google
AdWords and MSN AdCenter
- Mobile PPC Search
Local Search Marketing, Online Advertising and Social Media Marketing
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Universal Search
Image Results
Organic Web Results
News Results
Local Search Marketing, Online Advertising and Social Media Marketing
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Image Search
Image Results
Local Search Marketing, Online Advertising and Social Media Marketing
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Video Search
YouTube Results
Crawled Results
Google Crawled Video
Local Search Marketing, Online Advertising and Social Media Marketing
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Shopping Search
Shopping Results
Local Search Marketing, Online Advertising and Social Media Marketing
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Organic Real-time SearchTwitter Conversations As They Are Happening
Local Search Marketing, Online Advertising and Social Media Marketing
Mobile Search- “On-Deck” and “Off-Deck” Search Services
- Built-in the carrier service
- Web Access
- SMS Text Messaging
- WAP-enabled Phones- Access to specially designed web sites using XHTML and WML mark-up languages
-Smartphones- iPhone, T-Mobile G1
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Local Search Marketing, Online Advertising and Social Media Marketing
Organic Mobile Search
Mobile Web Search Results
Mobile Local Search Results
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Local Search Marketing, Online Advertising and Social Media Marketing
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Shopping Results
PPC Results
Google – PPC SearchLocal Search Marketing, Online Advertising and Social Media Marketing
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Google – PPC Search
Expanded Plus Box Results
Normal PPC Results
Google AdWords Product Plusbox (Beta)
Plus Box Expanded
Local Search Marketing, Online Advertising and Social Media Marketing
Google Mobile PPC Search
- SmartPhones- Render Google PPC campaigns as they appear
on the desktop
- WAP Phones-Require special mobile ad campaign on Google
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Local Search Marketing, Online Advertising and Social Media Marketing
Local Search
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Local Search Marketing, Online Advertising and Social Media Marketing
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Local Search
- “Triggered” by Search Queries with a Local Intent
- Organic or Algorithmic and PPC
Local Search Marketing, Online Advertising and Social Media Marketing
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Google – Local Organic Web Results (10-box)
Local 10-Box Results
Local Organic Web Results
Local Search Marketing, Online Advertising and Social Media Marketing
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Google – Local Web ResultsResults Without Geographic Modifier
Local 10-Box
Local Search Marketing, Online Advertising and Social Media Marketing
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Organic Local Search Results
Google – Local Organic Map ResultsLocal Search Marketing, Online Advertising and Social Media Marketing
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Google – Local Organic Map Results (Infobox)
Organic Results (Infobox)
No Link
Local Search Marketing, Online Advertising and Social Media Marketing
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- How To Optimize for Google Maps Organic Listings
- Presence of a Business Profile/Listing at the Google Local Business Center
- Relevant locality and neighborhood keywords in the business name and copy of the local business listing
- Proximity of the business location to the city and/or center of the city
- Positive reviews and the numbers of reviews
- Number of “local” links pointing to the web site
- Overall web site organic search engine optimization status
Google – Local Organic Map ResultsLocal Search Marketing, Online Advertising and Social Media Marketing
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Google - PPC Local Business Ads
PPC Local Business Ad
Local Search Marketing, Online Advertising and Social Media Marketing
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PPC Business Ad (Infobox)
Link to Site
Google - PPC Local Business Ads (Infobox)Local Search Marketing, Online Advertising and Social Media Marketing
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- Local Business Ads
- How to Start a Local Business Ad Campaign
- Establish a Business Profile/Listing at the Google Local Business Center
- Set-up a Google Adwords Local Business Ad Campaign at Google Adwords
Google - PPC Local Business AdsLocal Search Marketing, Online Advertising and Social Media Marketing
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Google - Local Organic Web Results (10-box)
10-Box Results
Organic Web Results
Local Search Marketing, Online Advertising and Social Media Marketing
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Google - Local Organic Web Results
- Local 10-box
- How to Optimize for Google Organic Web Search
- Ensure that the web site is “crawlable”
- Optimize web site copy, page titles and meta descriptions with relevant “core” keywords and geographic modifiers
- Acquire sufficient local inbound links to boost the web site link popularity
Local Search Marketing, Online Advertising and Social Media Marketing
Social Media Marketing
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Local Search Marketing, Online Advertising and Social Media Marketing
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The Return of Conversation in the Social Order
Local Search Marketing, Online Advertising and Social Media Marketing
- Online Tools/Technologies and Practices to Collaborate on Content, Share Opinions, Insights, Experiences and Media
- Media: Text, Images, Audio and Video
- Tools/Technologies: Blogs, Message Boards, Podcasts, Wiki’s, Social Media Networks
Defining Social Media
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Local Search Marketing, Online Advertising and Social Media Marketing
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- MySpace, Facebook (Social Networking)
- LinkedIn, Plaxo (Business Social Networking)
- Flickr (Photo Sharing)
- YouTube (Video Sharing)
- Digg, Reddit (News Sharing)
- Del.icio.us (Bookmark Sharing)
- Twitter (Microblogging)
Social Media ApplicationsLocal Search Marketing, Online Advertising and Social Media Marketing
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- Educate Your Management and Organization About Social Media
- Set Clear Goals for Measuring Success
- Be Honest, Disclosure and Be Transparent About Who You Are
- Engage and Educate. Don’t Try To Promote and Hard Sell
- Welcome Feedback, Both Positive and Negative
- Use Rich Media (Video, Audio and Animation)
Tips for Using Social MediaLocal Search Marketing, Online Advertising and Social Media Marketing
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Social Networking SitesLocal Search Marketing, Online Advertising and Social Media Marketing
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- Business Profiles
- Communication and Messaging Channels
- Social Community and “Friend” Network Participation
Social Networking Site Building BlocksLocal Search Marketing, Online Advertising and Social Media Marketing
- Profile Page- Landing page for friends to engage with your identity/brand- Personal info, work info, photos
- Facebook Page- Page for businesses to establish a brand within Facebook- Business content (text, images, video), forum, blog Facebook applications
- Facebook Groups- Build community around a brand or company- Central place for customers, partners and Fans to participate in conversations about a brand
Facebook Viral Marketing “Tools”
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Local Search Marketing, Online Advertising and Social Media Marketing
Mini-Feed
Ads
Wall Post
Status Update
Facebook Profile
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Local Search Marketing, Online Advertising and Social Media Marketing
Facebook Pages
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Local Search Marketing, Online Advertising and Social Media Marketing
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Facebook GroupsLocal Search Marketing, Online Advertising and Social Media Marketing
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Promoting the Facebook Page
- Share/Post on the Facebook Profile- Encourage friends and profile visitors to visit the Facebook Page
- Create Events within the Facebook Page- When fans RSVP, their friends will see the response in their Newsfeed
- Post Messages in Related Facebook Groups
- Email the Facebook Page URL to Your Mailing List- Can be used to invite contact to become “Fans”
- Purchase Social Ads to Promote the Facebook Page
Local Search Marketing, Online Advertising and Social Media Marketing
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Digital Asset Optimization
Local Search Marketing, Online Advertising and Social Media Marketing
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Digital Asset Optimization – Hosted Content
Web Site
Hosted Video
Podcasts
BlogsPress
Releases
White Papers (PDF) Google
Search Engine
Images
Google Crawl
Local Search Marketing, Online Advertising and Social Media Marketing
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Digital Asset Optimization – Posted Content
Posting
News/Tip Sheets/How To’s
(Digg/StumbleUpon)
PowerPointPresentations
(SlideShare.net)
Posted Video(Video Sharing –
YouTube)
Posted Images(Image Sharing – Flickr)
Press/News Releases(PR Web, BusinessWire,
PRLeap)
Local Search Marketing, Online Advertising and Social Media Marketing
What is Twitter?
- Free micro-blogging platform
- With Twitter You Can:- Send short 140 character messages (Tweets) from your
desktop computer
or mobile phone to “Followers”
- Receive Tweets from individuals you have decided to “Follow”
- Pass on messages (RT = Retweet) to “Followers” from
individuals you have
decided to “Follow”
- Perform a keyword search for Tweets about conversations and
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Local Search Marketing, Online Advertising and Social Media Marketing
Twitter “Tweets”
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Direct tweet
Retweet
General tweet (with shortened URL)
Local Search Marketing, Online Advertising and Social Media Marketing
Twitter Custom Profile
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Local Search Marketing, Online Advertising and Social Media Marketing
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Twitter for Online Marketing and Customer Service
- Twitter as an Online Marketing Tool- Increases brand visibility
- Establishes authority & “thought
leadership”
- Generates online and offline WOM
- Promotes discounts, coupons and deals
for
products and services
Local Search Marketing, Online Advertising and Social Media Marketing
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Twitter for Online Marketing and Customer Service
- Twitter as a Customer Service Tool- Product research and feedback through
polling of
“follower” network
- Quick problem solving – Builds customer
loyalty
and enhances brand image
Local Search Marketing, Online Advertising and Social Media Marketing
Louise RijkVice President of Sales and MarketingAdvanced Media Productions
888-755-5151 x17
Twitter: @LouiseRijkwww.AdvMediaProductions.com
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Thank You!Local Search Marketing, Online Advertising and Social Media Marketing