josh dahmes - roles of social & sem
DESCRIPTION
Acronyms: The Role of Social & Search Engine Marketing. Slides from Josh Dahmes, of Risdall Marketing Group,'s presentation at the 2012 Student Advertising Summit.TRANSCRIPT
Student Ad Summit RISDALL MARKETING GROUP ©2012
2012 Student Ad Summit
#ad2sas
Student Ad Summit RISDALL MARKETING GROUP ©2012
The Acronyms of Online Marketing
Student Ad Summit RISDALL MARKETING GROUP ©2012
Why should you care?
Always learning
Always changing
It’s cool… no really…
Money
Jobs, JOBS, JOBS!!!
Student Ad Summit RISDALL MARKETING GROUP ©2012
Social Media
Student Ad Summit RISDALL MARKETING GROUP ©2012
Student Ad Summit RISDALL MARKETING GROUP ©2012
Student Ad Summit RISDALL MARKETING GROUP ©2012
The Big 6 Channels
Student Ad Summit RISDALL MARKETING GROUP ©2012
Student Ad Summit RISDALL MARKETING GROUP ©2012
For the stats junkies
845 million registered accounts in Feb. 2012
7.9 new registered users every second
80+% of Facebook users are outside the US
124% growth of users 65+ (fastest growing)
35 million unique status updates per day
January 2012 filed for an initial public offering
Estimated market cap… 100 Billion!?!?
Student Ad Summit RISDALL MARKETING GROUP ©2012
Student Ad Summit RISDALL MARKETING GROUP ©2012
For the stats junkies
135 million members
12 million small business professionals
2 million C-level executives
1.3 million small business owners
Student Ad Summit RISDALL MARKETING GROUP ©2012
LinkedIn ads
Student Ad Summit RISDALL MARKETING GROUP ©2012
LinkedIn ad creation
Student Ad Summit RISDALL MARKETING GROUP ©2012
LinkedIn ad targeting
Geography
Industry
Company Size
Company
Job Title
LinkedIn Groups
Gender/Age
Student Ad Summit RISDALL MARKETING GROUP ©2012
Student Ad Summit RISDALL MARKETING GROUP ©2012
For the stats junkies
Beta launch in June 2011
90 million members
A recent estimate says 625,000 new accounts per day in December
Wasn’t even open to kids under 18 until a month ago
Student Ad Summit RISDALL MARKETING GROUP ©2012
Student Ad Summit RISDALL MARKETING GROUP ©2012
Student Ad Summit RISDALL MARKETING GROUP ©2012
Student Ad Summit RISDALL MARKETING GROUP ©2012
Student Ad Summit RISDALL MARKETING GROUP ©2012
Student Ad Summit RISDALL MARKETING GROUP ©2012
Getting Started
Set your objectives
Map your audience
Identify a social leader
Develop a rapid response team
Always be transparent
Add value
Listen, listen, listen
Student Ad Summit RISDALL MARKETING GROUP ©2012
Search Marketing
Student Ad Summit RISDALL MARKETING GROUP ©2012
Top Search Engines
Google – 66.2%Bing – 15.1%Yahoo! – 14.5%Can anyone name #4?
*Yahoo! and Bing use the same backend and the partnership has helped… a little
Student Ad Summit RISDALL MARKETING GROUP ©2012
5 – 20% SPONSORED SEARCH ADVERTISING (PPC)
Organic Search Listings (Natural/Free)
Student Ad Summit RISDALL MARKETING GROUP ©2012
Let me Google that for you…
34,000 searches per second
Comes out to something like 3 billion per day
It may only be 5-20% but…
Google made over $30 billion in PPC search spend in the last fiscal year
Market cap of over $200 billion
Student Ad Summit RISDALL MARKETING GROUP ©2012
Student Ad Summit RISDALL MARKETING GROUP ©2012
Title
Page URL/File Name Keywords
Meta Description
Header Tag
Body Text
Image Alt Attributes
Image File Names
Student Ad Summit RISDALL MARKETING GROUP ©2012
Where to go from here?
Volunteer
Get an internship
Create your own Facebook ad
Get certified
http://google.starttest.com/ Follow some people
http://www.marketingpilgrim.com/2011/05/top-25-online-marketers-to-follow-on-twitter.html
