Local Search Marketing, Online Advertising and Social Media Marketing
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© Advanced Media Productions
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Local Search Marketing, Online Advertising and Social Media MarketingLouise RijkVice President of Marketing and Sales
Advanced Media Productions
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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
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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
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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
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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
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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
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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
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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
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- 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
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- 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
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Mini-Feed
Ads
Wall Post
Status Update
Facebook Profile
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Local Search Marketing, Online Advertising and Social Media Marketing
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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
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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
events as
they are happening© Advanced Media Productions
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Local Search Marketing, Online Advertising and Social Media Marketing
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Twitter “Tweets”
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Direct tweet
Retweet
General tweet (with shortened URL)
Local Search Marketing, Online Advertising and Social Media Marketing
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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
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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