smx israel social media presentation january-2012-shira-abel

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@shiraabel Oh, my!

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Page 1: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Oh, my!

Page 2: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

• CEO, Hunter & Bard• 10+ years in hi-tech internet marketing• EMBA from Kellogg School of

Management, Tel Aviv University Branch• Lectured worldwide on digital marketing• Marketing blogger, Twitter fiend

Shira Abel

Page 3: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Social Marketing is Not New Q: What did Dorothy, the

Lion, Tiger, & Bear have in common?

A: They wanted to be heard & acknowledged

Q: Where did Word of Mouth Marketing come from?

The second someone recommended one merchant over another (in other words, centuries ago)

Page 4: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

People Like to Share

Page 5: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Gained Mind Share = Loyalty

Page 6: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Page 7: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Integrate Social Into Your Strategy

This one scares me…

Page 8: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Strategy & Real Engagement Works

YouTube Views 2009

YouTube Views 2010An ave. increase of 176%

Page 9: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Different Platforms = Different Results

Page 10: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Twitter Haz Search?

The break up with Google last year has not done Twitter any favors in the SERPs – they don’t show up

Doesn’t work well with BING either And their own search sucks isn’t

very good FORTUNATELY – it’s not all about

search. Twitter is a great place to engage online in real time

Page 11: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Facebook Fan Page – BING Anyone?

The world lives on FB (minus Japan where they live

on Mixi & Brazil where they live on Orkut) Edgerank is the FB ranking algorithm Rates photos the highest, then video,

then content Slams you if too many people “Hide”

your page from their wall Uses BING as their internal search for

outside results

Page 12: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Google+ “Search Plus Your World”

Google+ posts are now showing up higher than brand websites or other social platforms in Google’s SERPs

Page 13: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

And the Mighty Google Spoketh

Adds content to your Google+ profile +1 tab or wall (if you add a comment)

Affects the posts standing in the SERPs

You can +1 a website while searching Google

Page 14: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

I Can See, I Can See!

Owned by Google 2nd largest search engine Fully integrated into Google+ Easier to SEO by the day Good information in the analytics

Page 15: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

For Lifetime Post Value

Page 16: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

People are Sharing

Page 17: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Process of Engagement

What’s your goal? Getting people to go to a certain location? Mind share? Educating the consumer?

Where does your customer live? (Nearly everyone is on Facebook) More chatty people are on Twitter Google+ seems to be people who love animated GIF’s

What are they interested in? Give it to them. Really. It’s that simple Remember – It’s Not About You

Page 18: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Discovery & Retention

Page 19: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

WHEN YOU HAVE TO BUY THEIR LOVE, YOU’VE LOST

Social is not like SEM or SEO

Page 20: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Have a heart. Show you care.

Page 21: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Take Aways

Giving builds trust which in turn builds loyalty

People would rather purchase from and work with a company that they like

Using social as a push media will not get you the results you desire

Google OWNS you. Like it or not, you have to be there (cue Miriam Schwab…)

Page 22: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Thank Yous, References, & Reads http://www.emarketer.com/Article.aspx?R=1008764&ecid=a6506033675d47f8816

51943c21c5ed4 http://techcrunch.com/2012/01/07/when-you-have-to-buy-their-love-youve-lost/

(took the headline, which is just brilliant and totally true) http://www.cmocouncil.org/images/uploads/216.pdf http://wearesocial.net/blog/2012/01/consumers-social/ http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-

crazy-107554 http://www.socialable.co.uk/20-vital-twitter-management-tools-for-2012/ http://www.seomoz.org/blog/tracking-the-roi-of-social-media

Page 23: SMX Israel Social Media Presentation January-2012-shira-abel

@shiraabel

Where is Your Customer?