local search marketing, online advertising and social media marketing

© Advanced Media Productions

AdvMediaProductions.com

Local Search Marketing, Online Advertising and Social Media MarketingLouise RijkVice President of Marketing and Sales

Advanced Media Productions



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



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

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



Source: IAB 2008 Internet Advertising Revenue Report

Local Search Marketing, Online Advertising and Social Media Marketing



“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




Universal Search

Image Results

Organic Web Results

News Results




Image Search

Image Results




Video Search

YouTube Results

Crawled Results

Google Crawled Video




Shopping Search

Shopping Results




Organic Real-time SearchTwitter Conversations As They Are Happening


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




Organic Mobile Search

Mobile Web Search Results

Mobile Local Search Results






Shopping Results

PPC Results

Google – PPC SearchLocal Search Marketing, Online Advertising and Social Media Marketing



Google – PPC Search

Expanded Plus Box Results

Normal PPC Results

Google AdWords Product Plusbox (Beta)

Plus Box Expanded


Google Mobile PPC Search

- SmartPhones- Render Google PPC campaigns as they appear

on the desktop

- WAP Phones-Require special mobile ad campaign on Google




Local Search






Local Search

- “Triggered” by Search Queries with a Local Intent

- Organic or Algorithmic and PPC




Google – Local Organic Web Results (10-box)

Local 10-Box Results

Local Organic Web Results




Google – Local Web ResultsResults Without Geographic Modifier

Local 10-Box




Organic Local Search Results

Google – Local Organic Map ResultsLocal Search Marketing, Online Advertising and Social Media Marketing



Google – Local Organic Map Results (Infobox)

Organic Results (Infobox)

No Link




- 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



Google - PPC Local Business Ads

PPC Local Business Ad




PPC Business Ad (Infobox)

Link to Site

Google - PPC Local Business Ads (Infobox)Local Search Marketing, Online Advertising and Social Media Marketing



- 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



Google - Local Organic Web Results (10-box)

10-Box Results

Organic Web Results




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


Social Media Marketing






LinkedIn

The Return of Conversation in the Social Order


- 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






- 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



- 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



Social Networking SitesLocal Search Marketing, Online Advertising and Social Media Marketing



- 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

- 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”




Mini-Feed

Ads

Wall Post

Status Update

Facebook Profile




Facebook Pages






Facebook GroupsLocal Search Marketing, Online Advertising and Social Media Marketing



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




Digital Asset Optimization




Digital Asset Optimization – Hosted Content

Web Site

Hosted Video

Podcasts

BlogsPress

Releases

White Papers (PDF) Google

Search Engine

Images

Google Crawl




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)


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



Twitter “Tweets”



Direct tweet

Retweet

General tweet (with shortened URL)


Twitter Custom Profile






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




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


Louise RijkVice President of Sales and MarketingAdvanced Media Productions

888-755-5151 x17

Twitter: @LouiseRijkwww.AdvMediaProductions.com



Thank You!Local Search Marketing, Online Advertising and Social Media Marketing

local search marketing, online advertising and social media marketing

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