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The New Rules of the Web The New Rules of the Web

How Social Media & Traditional Search Marketing Can Grow Your Business

Presentation by Synergy Buzz Marketingwww.SynergyBuzz.com

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Overview Overview Three Ways to Get Qualified Traffic to Your

Website.

Search Engine Share – There is only three that matter.

What is Organic Search Engine Optimization & Why Does it Matter?

How to Optimize Your Google Map Listing to get

Calls & Leads from the Web.

Thirteen DOs and DON’Ts of Social Media.

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More Qualified Traffic = More Leads & Sales More Qualified Traffic = More Leads & Sales

Buy – “Sponsored Links” on search engines & other websites in which you pay-per-click (Google AdWords, YSM, adCenter™).

Borrow – From search engines using organic optimization(SEO) based on keywords, links from other sites, blogs, email endorsements , other people’s networks.

Attract – Filter back from Local Search/Review sites, Social Media, and Online PR.

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Search Engine ShareSearch Engine Share

According to comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world’s September 2009’s report, Google receives 64.9% of all search engine traffic.

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Buying & Borrowing : Sponsored & Organic Buying & Borrowing : Sponsored & Organic ListingsListings

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Why Does High Rankings on Search Engines Matter? Why Does High Rankings on Search Engines Matter?  

Rank 1: 42.13%Rank 2: 11.90%Rank 3: 8.50%Rank 4: 6.06%Rank 5: 4.92%Rank 6: 4.05%Rank 7: 3.41%Rank 8: 3.01%Rank 9: 2.85%Rank 10: 2.99%

1st page:  89.82%2nd page: 10.18%

Percentage of click share on search engines.

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How to Get Ranked on Page 1? How to Get Ranked on Page 1? Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a website coming from search engines via "natural" or organic search.

SEO removes hindrances, adds attractors & improves rank on search engines.

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Attracting Traffic Attracting Traffic

Create Excellent Content – Get people to engage, use a blog, comment on your blog, wiki, funny story or video.

Tell a story – People can connect with you.

Love to write? Create articles that people can share – Ezine articles is a great place to start.

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Attract: Six Local Search/Business Review Sites Which MatterAttract: Six Local Search/Business Review Sites Which Matter

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Optimizing Local Search SitesOptimizing Local Search SitesReviews - Lots of current & past customer

reviews.Backdoor in - Start with CitySearch, Merchant

Circle & Let Google find you & reviews. Then optimize Google Map.

Text Content - Company description & all requested fields.

Visuals - Add logo, images, videos, links. Keywords – Incorporate into company name.

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Social Media: Where to Start?Social Media: Where to Start?

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Social Media DosSocial Media Dos1)Start somewhere today.

Facebook, Twitter, Linkedin2)Synchronize your efforts.

Make them cohesive, yoono, socialoomph, tweetbeep

3)Engage with current customers, competitors, potential customers and other brands.

Start a conversation online!4)Be personal. Bring value . 1)Become a mouth piece & news source for your

industry.

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Social Media Don’tsSocial Media Don’ts1)Sound like a press release at all times.

2)Engage in corporate speak.

3)Only have one-way conversations.

4)Ask for the sale before giving value

5)SPAM

6)Only share links to the company site.

7)Expect overnight success.

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Most Important Rule!!!!!Most Important Rule!!!!!

Have fun while getting engaged. If you get

caught up in the details you won’t benefit

because you will hate doing it!

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Social Media BuzzSocial Media Buzzfrom an HR Perspectivefrom an HR Perspective

•Social Media: Common Concerns for Businesses

•Social Media Policy: What Should be Included

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Why Should HR Use Social Media?Why Should HR Use Social Media?

Learning Tool

Allows you to connect to community, build relationships, and seek wisdom

Assist with recruiting, retention, and employment branding

Staff One Blog: http://www.hrbits.comFollow us on Twitter: www.twitter.com/staffonehr

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A FEW COMMON CONCERNS AND SOLUTIONSA FEW COMMON CONCERNS AND SOLUTIONS

CONCERNS

Lacking time to learn and use social media tools

Employee misuse/it’s a distraction from work

Possibility of negative comments about the company.

Lawyers and HR take all the fun out of it- legal concerns

SOLUTIONS Pick one or two tools starting off

and focus on doing those well. Divide up the effort.

Measure people on results – not activity.

Choose a team that will encourage positive insight about happenings within the organization – utilize and make ee’s aware of guidelines.

This can be a team building time for HR- You get to create a policy and engage employees.

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10 Must-Haves for Your Social Media Policy 10 Must-Haves for Your Social Media Policy

Introduce the Purpose of Social Media: A common theme is the idea that the policy should focus on the things that employees can rather than what they can’t do. That’s the spirit of social media- it’s all about leveraging the positive.

Be responsible for what you write: Organization’s and representatives need to take responsibility for what they write, and exercise good judgment and common sense.

Be authentic: Include your name and, when appropriate, your company name and your title. Consumers buy and do business with those that they know and trust, so let people know who you are.

Consider your audience: always remember that readers include current clients, potential clients, as well as current/past/future employees. Consider before you publish that you aren’t alienating any of these groups.

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10 Must-Haves for Your 10 Must-Haves for Your Social Media Policy Cont.Social Media Policy Cont.

Exercise Good Judgment: Employees should refrain from comments that can be interpreted as slurs, demeaning, etc. Your employees should understand that companies can and will monitor employee use of social media.

Understand the concept of community: The essence of community is the idea that it exists so that you can support others and they, in turn, can support you.

Respect copyrights and fair use: Always give people proper credit for their work.

Remember to protect confidential & proprietary information: State in your social media policy that employees who share confidential or proprietary information do so at the risk of losing their job.

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10 Must-Haves for Your 10 Must-Haves for Your Social Media Policy Cont.Social Media Policy Cont.

Bring Value: Build buzz for upcoming products or services, include links to industry specific news for your customers, respond to inquiries etc.

Productivity Matters: Afraid that your employees will lose focus? Let them know not to forget their day job. But, communicating with employees and customers is a real job. Communicating with customers (online, in person, or by phone) typically takes up at least 50% of one’s job description. However, you want to execute your social media policy on the core competencies of your business.

Presentation Sources: mashable.com/2009/social media policy must havesAdAge.com “The 7 biggest legal risk to your company when using social media”Forrester Research “The broad reach of Social Technologies”

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Questions?Questions?