Cirrus ABS is helping businesses leverage online and offline marketing as part of a strategy for winning new business.
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// Prepare Your Business for Graph Search – Introductions Cirrus ABS is helping businesses leverage online and offline marketing as part of a strategy for winning new business. cirrusabs.com�twitter.com/cirrusabs�facebook.com/cirrusabs�youtube.com/user/cirrusabs�linkedin.com/companies/cirrus-abs
Facebook’s Internal Search Engine for… » People » Places » Photos » Things
WHAT IS GRAPH SEARCH? @kmullett
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// Prepare Your Business for Graph Search – What Is Graph Search? Facebook’s Internal Search Engine for… » People » Places » Photos » Things
#FWChamber
The Combinations are Dizzying
WHAT CAN IT SEE/SEARCH? @kmullett
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// Prepare Your Business for Graph Search – What Can It See and Search?
#FWChamber
OPTIONS FOR REFINEMENT @kmullett
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// Prepare Your Business for Graph Search – Options for Refinement
#FWChamber
PRIVACY @kmullett
It Respects the Privacy People Set, if They Set It, and Pages CAN NOT search.
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// Prepare Your Business for Graph Search – Privacy It Respects the Privacy People Set, if They Set It, and Pages CAN NOT search. Yet.
#FWChamber
RESPONSIBILITY @kmullett
People must be responsible for their privacy, just like before.
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// Prepare Your Business for Graph Search – Responsibility People must be responsible for their privacy, just like before.
#FWChamber
Currently in Very Limited Preview… » English (US) » Desktop interface only till later 2013 » Request access via https://www.facebook.com/graphsearch
WHY CAN’T I SEE IT? @kmullett
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// Prepare Your Business for Graph Search – Why Can’t I See It? Currently in Very Limited Preview… » English (US) » Desktop interface only till later 2013 » https://www.facebook.com/graphsearch
#FWChamber
Take Note Small Businesses That: » Have abandoned websites » Can’t rank, entice, or convert search traffic » Won’t spend--or can’t afford enough--to win
AN OPPORTUNITY FOR SMALL BUSINESSES
@kmullett
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// Prepare Your Business for Graph Search – An Opportunity for Small Businesses Some Small Businesses: » Have abandoned websites » Can’t rank, entice, or convert » Won’t spend--or can’t afford enough--to win
#FWChamber @kmullett
Facebook’s Graph Search strikes me as a private gym membership. Some go a few times, while others are using it to prepare for an upcoming competition.
NEW TOY OR TOOL
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// Prepare Your Business for Graph Search – New Toy or Tool Facebook’s Graph Search strikes me as a private gym membership. Some go a few times, while others are using it to prepare for an upcoming competition. ~ Kevin Mullett Jhong Dizon – Just Do It
#FWChamber @kmullett
For Non-traditional Businesses With: » No landline phone » No local listings » No website » No brick and mortar presence
HOPE FOR LIFESTYLE & MICRO-BUSINESSES
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// Prepare Your Business for Graph Search – Hope For Lifestyle & Micro-businesses For Non-traditional Businesses: » No landline phone » No local listings » No website » No brick and mortar presence
#FWChamber
No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives.
NO SILVER BULLETS @kmullett
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// Prepare Your Business for Graph Search – No Silver Bullets No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives.
@kmullett
Claim High Value Local Listings First and Keep name, address, phone consistent.
GRAB LOCAL LISTINGS #FWChamber
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// Prepare Your Business for Graph Search – Claim High Value Local Listings First Grab your local listings:�getlisted.org
While social media is free to use, it is not free to do. Weigh time and attention against opportunity and return. It is also not a task you complete!
FREE TO USE, NOT DO @kmullett
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// Prepare Your Business for Graph Search – Free to Use, NOT Do While social media is free to use, it is not free to do. Weigh time and attention against opportunity and return. Wind power would be free if it weren’t for all that pesky infrastructure, manpower, and development costs.
#FWChamber
PICK THE RIGHT PAGE TYPE @kmullett
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// Prepare Your Business for Graph Search – Pick The Right Page Type
#FWChamber
These Appear To Impact Rank: » The page type/categories » “Place Sub-categories”
DO NOTHING OR GET READY TO WIN
@kmullett
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// Prepare Your Business for Graph Search – Do Nothing or Get Ready to Win
#FWChamber
Appears To Impact Rank: » Claim & Merge Place Page
@kmullett
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// Prepare Your Business for Graph Search – Claim & Merge Place Page When we search for Pizza Places in Fort Wayne, Indiana we see this community created page. This is the Facebook created page when people check-in or discuss something there is no page for. What we want to show up, if we are 800 Degrees Wood Fired Pizza, is the one below it It really doesn’t take long to grab your local listings and ensure that you have control over them.
#FWChamber
Location Info Also Appears to Impact Rank:
FILL IN EVERYTHING @kmullett
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// Prepare Your Business for Graph Search – Fill In Everything Make sure you information is correct and complete.
#FWChamber @kmullett
Places, places my friends like, places my friends have been to
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Query terms
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// Prepare Your Business for Graph Search – Places, places my friends like, places my friends have been to There will likely be a big difference in results depending on how you formulate your search query. For example, searching “Pizza places in Fort Wayne, Indiana” will return different results than if I were to search for “Pizza places my friends like.”
#FWChamber
I want to know who has used [brand], not just if they “Like” it. Liking [brand] may have been for a contest, by impulse, and doesn't mean they have experience with them.
LIKED, VISITED, OR REVIEWED?
@kmullett
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// Prepare Your Business for Graph Search – Liked, Visited, or Reviewed I want to know who has used [brand], not just if they “Like” it. Liking them may have been for a contest, by impulse, and doesn't mean they have experience with them.
// Prepare Your Business for Graph Search – User edits appear to have an impact After suggesting an update to a listing, and Facebook’s acceptance of it minutes later, the test business page listing did improve ranking.
#FWChamber
Don’t Appear To Impact Rank: » Check-ins (unless) » Rank/Recommendations (but) » Employees adding work connection (unless) » Likes (unless)
THIS WILL ALMOST CERTAINLY CHANGE
@kmullett
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// Prepare Your Business for Graph Search – This Will Almost Certainly Change Don’t Appear To Impact Rank: » Check-ins (unless) » “Pizza places in Fort Wayne, Indiana that my friends visited” results in “[Friend Name] and other friends were here” » Recommendations (but) » Obviously more stars will entice those who do find your listing. » Employees adding work connection (unless) » “My friends who have worked in Fort Wayne, Indiana” » Likes (unless) » “Chinese restaurants in Fort Wayne, Indiana liked by my friends”
Why Don’t They Like Us?
» Are we clear with our message? » Is design or action most important? » What is our call to action? » What is in it for ME? (WIIFM) » Icons are notifications, not calls to action.
@kmullett #FW Chamber
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// Prepare Your Business for Graph Search – WHY DON’T THEY LIKE US? Consider this: Are we clear with our message? Is design or action most important? What is our call to action? What is in it for them? Icons are notifications, not calls to action.
#FWChamber
Text “like cirrusabs” to 32665.
@kmullett
Signage Helps Everyone Which of these will grow their Facebook page?
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// Prepare Your Business for Graph Search – Signage Helps Everyone Signage helps educates your customers and your staff about your online social presence. Which of these two will grow their Facebook page? Text “like cirrusabs” to 32665. For this to work, you must have "text messaging" enabled on your phone. Go to the Gear in the upper right corner > account settings > mobile > click the green text button and follow instructions. After this is completed texting "like pageusername"--where page username is that of the page you want to like--will result in a text message saying that it was successful.
DO YOU SEE THE VALUE? #FWChamber
Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.
@kmullett
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// Prepare Your Business for Graph Search – DO YOU SEE THE VALUE? Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task. At the end of the day if you really don’t see and believe in the value, you will not be convinced to participate at a level that is likely to yield results. Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task. Sometimes people try social media out, as if it isn’t known to work, and quite because they see no return. If they were to be honest, they might see that the effort put in was not sufficient to see those results.
#FWChamber
SPECULATION = QUICKEST WAY TO BE WRONG
@kmullett
"Everything that can be invented has been invented.“ ~ Charles Holland Duell
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// Prepare Your Business for Graph Search – Speculation = Quickest way to be Wrong "Everything that can be invented has been invented.“ ~ Charles Holland Duell http://en.wikipedia.org/wiki/Charles_Holland_Duell
#FWChamber
The Future: » For search engines » For locals and directories » For other social channels » For users » For marketers
WE KNOW IT’S “EVOLVING” @kmullett
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// Prepare Your Business for Graph Search – We Know It’s “Evolving” The Future: » For search engines – what will they do to mitigate lost search queries? » For locals and directories – where the real fight will likely start. Facebook has data Yelp, YP, Trip Advisor, and Google+ Local doesn’t. » For other social channels – will be forced to increase the ability to understand their graph better. I’d like to know much of the same information about people who I am only connected to via Twitter, LinkedIn, etc. » For users – how much will we allow to be searched. Will we use it? » For marketers – one more thing that clients have to manage, or pay us to manage for them.
OWNERSHIP #FWChamber @kmullett
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// Prepare Your Business for Graph Search – Invest In Ownership Pretend that this is the old west and you can very inexpensively go out and lay claim to a piece of property to call your own. It may seem like a lot right now, but it is the best investment you can make, because it is an investment in yourself. And you’re worth it!
#FWChamber
Humanize your message Encourage conversation Listen first Promote Less.
H.E.L.P. PHILOSOPHY @kmullett
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// Prepare Your Business for Graph Search – The H.E.L.P. Philosophy H.E.L.P. philosophy = Humanize your message, Encourage conversation, Listen first, Promote Less.
ME @CirrusABS
search “Kevin Mullett” bit.ly/aboutKM
@kmullett
Text “like cirrusabs” to 32665
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// Prepare Your Business for Graph Search – LET’S CONNECT Search for Kevin Mullett, find me on a network you already participate on and say hello. http://www.kevinmullett.com/about/ and check out http://www.cirrusabs.com/. Picture by: Joe Shoemaker - http://www.flickr.com/photos/joeshoe/5740389452/
Photography by Kevin Mullett or Stock agencies unless noted below. Jhong Dizon – Just Do It Charles H. Duell – half-length portrait Joe Shoemaker – untitled pic of me
cirrusabs.com / @cirrusabs @kmullett
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// Prepare Your Business for Graph Search – Photography Attribution Photography by Kevin Mullett or Stock agencies unless noted below. Jhong Dizon – Just Do It Charles H. Duell – half-length portrait Joe Shoemaker – untitled pic of me
