Travel Portland 2-6 Will Scott Social Media

Confidential, Property of Search Influence, LLC © 2014@w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group

Social Media for Travel Marketers

Taking Social to The StreetsWill Scott, CEO, Search Influence


About Me: Will Scott– First website online in 1994– Built over 2,500 customized web sites in 18

months (with a production staff of 12).– Former Vice President of YPsolutions – Deployed over 300 online yellow pages a

year with print “look and feel”– Part of team which took Sprint BestRedYP

from zero to 1,000,000 monthly visitors in 18 month (in 2005)

– Preaching the Gospel of Facebook Ads for local business since 2009

– Local University faculty member– Produced more than 150,000 pages of web

copy in 2013

Confidential, Property of Search Influence, LLC © 2014@w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Grouphttp://www.flickr.com/photos/seandreilinger/


WEB / SOCIAL USAGE STATSThe Only Company Google’s Afraid Of: Facebook


Most Visited

comScore March 2013 Top US Web Properties

Google SitesYahoo! SitesMicrosoft SitesFacebookAmazon Sites

http://goo.gl/ZiSwq

http://goo.gl/ZiSwq

http://goo.gl/ZiSwq


Most Searched

comScore March 2013 Top Google Web Searches

facebookyoutubeyahooyahoo mailfacebook login

http://goo.gl/YMjcI

http://goo.gl/YMjcI

http://goo.gl/YMjcI


Top Social SiteseBizMBA Top Social Sites January 2014

(ranked by monthly unique visitors)

FacebookTwitterLinkedInGoogle+Pinterest

http://goo.gl/IA2DH5




1 in 4 Viewers Using 2nd Screen


http://www.checkfacebook.com/





“If you don’t like change, you’re going to like

irrelevance even less.”

David F. Jakielo



http://goo.gl/c2YFU

http://goo.gl/c2YFU

http://goo.gl/c2YFU


SHAREABLE CONTENTA picture is worth 1,000 words



http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/







Where to SocializeLike everything else, it depends• The big’uns

– Facebook– Twitter– LinkedIn

• The path less taken– YouTube– Pinterest– Yahoo! Answers

• Old School– Blogs– Forums– Real Life (best link-building is done offline)


YOUTUBEAnd other video sharing sites


Great opportunity to Tell The Story


And have customers tell their story


Video Testimonials Have Impact

http://www.youtube.com/user/LeslieJacobsforMayor%23p/u


PINTERESTNot just for the ladies






BLOGSThe short version


The Basics of Blogging• Just Do It!™

• Or better yet, make your team do it• Or your customers

• Testimonials

• To get more visitors, leave your blog• YOU are an expert

• Industry news• Best-practices• Client stories

• Content is Easy• See: Flickr / YouTube slides


The Power of Comments (OPB)


Most of OUR traffic is on our blog


FORUMSOld School social networking.


Be a Helper, not a Pusher


TWITTERTweet, twits, twittering


Keys to Twitter Engagement• Following

• Identify, follow and interact with local Tweeps

• Presence• Twitter stream moves fast – active

messaging and repetition help• Interaction

• Be in the conversation & promote local tweeps

• http://www.chrisbrogan.com/19-presence-management-chores-you-could-do-every-day/


Following Tools – Data


Presence – Dealing with ADTD

• ADTD = Attention Deficit Twitter Disorder

• Your followers aren’t all online right now• Tweet early, tweet often• Repeat often when pushing promo / offer• Be conversational

• It’s a “Social” media (or as I say re: SEO, some of the best link-building is done offline)

• Highlight smart / witty / informative tweeps

• Do like your mama tol’ ya, don’t be ugly


Interaction – Who has time for this?

• Give to get• What do you have to offer?• Who are you following? What do they have to

say? Why don’t you share?• You don’t have to be online all the time.

• Can you plan ahead?• Brainstorm, what could you share?• Do you know of upcoming events?

Think local!


Tools Make It Easier


INSTAGRAMThey say the “kids” are giving up on Facebook






FACEBOOKFishing Where The Fish Are


Content Vehicle






Social Posting


Does it work?


WHAT GETS SHARED AND SEEN?Content of All Kinds


Most Shared by Media Type

• Video• Photo• Links• Status• *Questions?

http://www.imediaconnection.com/printpage/printpage.aspx?id=31503


Not All Images Are Equal


Not All Updates Are Equal


SOME PEOPLE HAVE TO PAY FOR ITTying A Steak Around Your Neck


TARGETINGNot just prospects, the right prospects





Just because you paid for it doesn’t make it less satisfying


Why Pay for It?• EdgeRank – Facebook’s Visibility Algorithm

• Affinity, Time Decay and Weight• The more connections and the more interaction, the more likely your

content is seen

• Organic EdgeRank has been diminished• Only ~10% of your fans will see an update

• New ad units can reinvigorate EdgeRank• If a tree falls in the forest and there’s no one there to hear…

http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank

EdgeRank is Dead!

http://search

enginewatch.co

m/article/2291146/EdgeRank-is

-Dead-Long-Liv

e-Facebooks-EdgeRank-A

lgorithm





http://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm

http://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm



YEAH, YEAH,BUT HOW DO YOU DO IT?

Bringing It All Together


Does it work?


Does it work?


Like Candy from A Baby


Easier Than Falling Off A Log


The Magic Recipe

Good Content +Good Promotion

= Winning!


PRIME PAGES FOR CALLS TO ACTION

Encourage Page Viewers to Connect with You


Tracking Phone Numbers, Contact Forms

Contact Form

Prominent Tracking Phone #


Conversion Optimized Landing Pages

• Define a “conversion”–What do we want the user to do when

they come to the site?–Optimize design, content and layout to

encourage that action




Advanced Tracking Analytics


Lead Tracking

• Call Tracking Numbers• Contact Forms• Traffic Behavior via Google Analytics


Contact Forms


Inquiry Delivered to Client


Understanding Touch Points

• Google’s Multi-Channel Funnel – Shows referral sources for:

• Search engine optimization• Paid Search• Social Media

• Working collaboratively to drive leads and conversions


Multi Channel Funnels


Strategic Targeting

• Location targeting– Control who sees our ads, based on their search

term and physical location (IP)• Language targeting• Device targeting

– Computers vs. Mobile vs. Tablets• “Big Data”

– Now available everywhere


Strategic Targeting


ONLINE REVIEWSYes, people do read them.


of consumers trust online reviews as much as personal recommendations.

Said that they read online reviews to determineIf a business is “Good”.

The Local Consumer Review Survey 2014 From Bright Local (4,500 surveyed)

Reviews Matter

85%

79%


[0051] In one implementation, the number of documents with reviews of a business may be used as a factor in determining the location prominence score of a document associated with the business

Reviews from Different sites

Increase Rank


People Can Be

Mean


Negative Reviews Happen


It’s ALL about how you respond.


BARNACLE SEO, FTW!But what about search?





STUPID GOOGLE+ TRICKSHello, hello, hello. Is there anybody out there?



CONCLUSIONPutting It All to Work


Takeaways (feel free to tweet)

• Facebook is a vehicle for content delivery - and making new connections.

• Good content with no promotion is a tree falling in the forest with no one to hear.

• Promoting content on Facebook with promoted posts is easier than falling off a log.

• In Social Media, if you have no audience, no one can hear you scream.

• Experimentation is cheap and easy - figure out who you want to talk to and get your message out.



Thank you!

Will Scott– searchinfluence.com/blog– [email protected]– twitter.com/w2scott

mailto:[email protected]