cny shrm 05022012 b-wosn
TRANSCRIPT
www.site-seeker.com
Social Media 201:
Tips to effectively use Social Media
for your business!
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What We Will Cover
• Overview of social pla/orms • The convergence of social media and search engine marke7ng
• Social media for recrui7ng • How the pieces fit together • Developing a online strategy for success within a 40 hour work week
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How did we get here?
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Trust
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You
r We
bsit
e
Social Media
Vertical Websites
The Ins And Outs Of Website Traffic
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Search Engine Results Page (SERP)
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Search Engine Market Share
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The convergence of search and social.
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Search Plus Your World
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Google Plus Avatars Appear in Google Search Results
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Google Plus Avatars Appear in Google Suggest
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Facebook Avatars Appear in Bing Search Results
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Search Traffic Is Steady
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Twitter Traffic - Influenced by: • Quality of content • Number of followers • Tweet volume
Social Traffic Is Event Driven
LinkedIn Traffic - Influenced by: • Number of connections • Profile updates • Discussions created • Popularity of discussions (comments)
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Social Media Platforms
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Facebook - Is it this confusing for everyone?
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Facebook Page Promotion
• Invite friends, family and key customers • Add a like button to your website • Claim a web address • Add website address to marketing materials. • Ads and sponsored stories
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Google+
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Google+ Business Page – Example
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Google+ for Recruiting: Circles
Site-Seeker, Inc. © 2011
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Google+ for Recruiting: Hangout
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• 60 hours: video uploaded every minute • 3 billion hours of video watched each month • 500 years of YouTube video watched every day
on Facebook • 700 YouTube videos shared on Twitter per minute
• 100 million people take a social action on YouTube (likes, shares, comments, etc) every week
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Look & Feel
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Uploading Video
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Annotations
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LinkedIn groups
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Company Pages
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LinkedIn Recruiter • Expensive but powerful • Access to all LinkedIn
names and profiles • Advanced search filters • 50 InMails per month • Search alerts • Folders • Team access • Corporate account • Training
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LinkedIn Recruiter • Expensive but powerful • Access to all LinkedIn
names and profiles • Advanced search filters • 50 InMails per month • Search alerts • Folders • Team access • Corporate account • Training
2 Referral Engine – Coming soon • Informs employees about
openings • Suggest matches from their
network • Simplified referral notification
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Job Network • Candidates
automatically notified – passive and active
• Buy year-round job slots
• Send applicants to you ATS
• Ads follow candidates through LinkedIn
4 Jobs For You • Ads sent throughout LI
network of websites • Ads sent ONLY to qualified
candidates even off LI • Place JFY module on
employees profiles. Viewers see appropriate openings.
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Careers Page • Custom tab on
company profile • Add video banners… • Message dynamically
adapts to the viewer • Delivers targeted
openings • Automatically notified
about openings • Connects directly to
recruiters
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Twitter: Community
Search TwiAer for: • Brands • People • Keywords
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10% Push (about me) - 90% Pull (about you)
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Yesterday Today Tomorrow
???
Blogging
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#
Establishing Credibility with Social Media
Become the Expert
Create Accounts (Name Claim)
Grow Networks
Create Content
Distribute Content
Participate in Discussion
Lead Discussion
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SM Platforms
Social Media
Published Online Media
Market Sheet
White Paper
Press Release
Application Note
Intranet/ eLiterature
Conference Presentation
Website
Tech Paper
Published Print
Media
Blog Post
Maximize Opportunities
Multi-purpose Content
Engaging:
- fans
- markets
- customers
LinkedIn Twitter
YouTube
Email Campaign
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Platform Connections and Interactions
Twitter: • Instant results to
Yahoo, Bing, Google • Indexed by Bing and
Yahoo
• Indexed by Google
Twitter: • Integrates with FB
and LI via apps
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Bing provides • FB search results • Yahoo search results
Platform Connections and Interactions
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Facebook Provides • FB likes on Bing
SERPs
Platform Connections and Interactions
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Google+ Provides • +1s on Google
SERPs
Platform Connections and Interactions
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Index open FB and LI content
Platform Connections and Interactions
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Social Media as a force multiplier
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Step 1: Create Expert Content
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Step 2: Push content to various social platforms
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Step 3: Socialize content within social platforms
Discussions Updates Tweets Retweets Share …
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Step 4: Achieve wide-reaching Search Engine exposure
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Step 5: Grow your social reach social capital
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Step 6: Drive brand-favorable visitors to your expert content
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Step 7: Gain visibility of your offering
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Step 8: Grow your business
$$$$$$$$$
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Importance Of First Impressions
• Website visitors can • Bounce - leave after viewing one
page or session times out o Bounce rate
• Stick - view more than on page o Does not include time spent on
last page – no time stamp o Average visit duration o Average pages per visit
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Importance of First Impressions • If your bounce rate is high, fix it:
o Related headline o Related image o Show visitors they are in the right
spot by serving their needs • If you are paying for traffic:
o Create landing pages o Write better ads o Deep link to specific content o Revise program o Stop paying for (some) traffic
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Management By Bounce Rate
Use bounce rate to increase ROI • Organic traffic – improve
landing page • Pay Per Click – improve
keyword selection, ad, and landing page
• Career Sites – buy/no-buy decision, program scope, landing page
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Visit Duration & Pages Per Visit - Non Bounce
• When visitors stick o Spend 3 to 5
minutes on your site o View 4 to 5 pages
• Data from 22 B2B companies and 50,000 visits
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Conversion Rates Should Be Understood
How many conversion page visitors advance in the sales/recruiting process? • Click to get (29%)
o 73 phone number o 51 address
• 40 Sent an email (9.25%) o Is this good? o What is your conversion
rate?
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Conversion and Last Click Attribution
Old rule of thumb: It takes seven touches to close a deal New rule of thumb: people don’t buy/contact on the first visit
Latent conversion causes bad decisions
Multi-Channel Funnels
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Buyer Persona – Understand What Users Expect
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Sales Personas 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-Supplier
HR Personas
7) Employee 8) Applicant 9) Partner
Corporate Personas
10) Community 11) Media
Website Elements Should Satisfy A Persona Need
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GOL: Keep visitors on your site, reading content and viewing pages
Create
Share
Get Found
Engage
Measure Test
Adjust
Ideal Internet Marketing Program
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Building Your Team
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Plan For Success
• Vision: What does it look like when we are successful?
• Key Metrics: What can we measure to tell us we are successful?
• Strategies: How will we achieve these metrics?
• Ac7ons: Who will do what when?
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Thank You!
Brian Bluff President & Co-Founder Site-Seeker, Inc. [email protected] @brianbluff