smx israel social media presentation january-2012-shira-abel
TRANSCRIPT
@shiraabel
Oh, my!
@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
@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)
@shiraabel
People Like to Share
@shiraabel
Gained Mind Share = Loyalty
@shiraabel
@shiraabel
Integrate Social Into Your Strategy
This one scares me…
@shiraabel
Strategy & Real Engagement Works
YouTube Views 2009
YouTube Views 2010An ave. increase of 176%
@shiraabel
Different Platforms = Different Results
@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
@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
@shiraabel
Google+ “Search Plus Your World”
Google+ posts are now showing up higher than brand websites or other social platforms in Google’s SERPs
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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
@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
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For Lifetime Post Value
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People are Sharing
@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
@shiraabel
Discovery & Retention
@shiraabel
WHEN YOU HAVE TO BUY THEIR LOVE, YOU’VE LOST
Social is not like SEM or SEO
@shiraabel
Have a heart. Show you care.
@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…)
@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
@shiraabel
Where is Your Customer?