GETTING SOCIAL ONLINE: O CUSTOMER, WHERE ART THOU?

1. GETTING SOCIALONLINE: O CUSTOMER, WHERE ART THOU? @w2scott#LocalU

2. @searchinfluence #LocalU

3. ABOUT ME WILLSCOTT • Helping businesses succeed online since 1994 • Started Search Influence in 2006 with wife and COO Angie Scott • 28,928 online marketing customers served • Former Marine • @w2scott @w2scott#LocalU

4. WHY SOCIAL MEDIA IS WORTH YOUR TIME @searchinfluence #LocalU

5. NOW 89% OF CONSUMERS USE THE INTERNET TO FIND LOCAL BUSINESSES. @w2scott#LocalU SOURCE: 2015 Study by ThinkWithGoogle.com

6. IN FACT ONE IN FIVE MOBILE MINUTES ARE SPENT ON EITHER INSTAGRAM OR FACEBOOK @w2scott#LocalU SOURCE: 2015 Study by ThinkWithGoogle.com

7. IN 2016, 2.34 BILLION PEOPLE ARE ON SOCIAL NETWORKS. @searchinfluence #LocalU SOURCE: 2016 Study by Statista.com

8. SOCIAL MEDIA DEMO GRAPHICS

9. 1.13 BILLION @searchinfluence #SMX

10. @searchinfluence #SMX @w2scott#LocalU

11. 25% OF ALL BUSINESS OWNERS: “SOCIAL MEDIA HELPS ME KEEP MY CUSTOMERS”. @searchinfluence #LocalU

12. ONLY 34% SEE A RETURN ON INVESTMENT FROM THEIR SOCIAL MEDIA EFFORTS. @w2scott#LocalU SOURCE: http://www.altimetergroup.com/work-with-us/challenges-we-solve/social-business-strategy/

13. YOU NEED TO GO SOCIAL. BUT, BE SMART ABOUT IT. @searchinfluence #LocalU

14. CHANNEL YOUR TARGET CUSTOMER. THINK “WHO BUYS MY PRODUCT OR SERVICE.” @searchinfluence #LocalU SOURCE: 2012 Study by SearchEngineLand.com

15. #1: DEFINE YOUR TARGET MARKET. @w2scott#LocalU

16. WHAT MAKES YOUR CUSTOMER TICK? • Like or dislike? • Interests? • Values? • Lifestyle? @searchinfluence #LocalU

17. #2: CHOOSE YOUR TARGET NETWORKS. @w2scott#LocalU

19. @w2scott#LocalU

20. #3: MAKE A PLAN. SET GOALS. @searchinfluence #LocalU

21. POSTING CONTENT? EACH PLATFORM IS DIFFERENT. @w2scott#LocalU

22. @searchinfluence #LocalU

23. @w2scott#LocalU

24. AUTOMATE. AUTOMATE. AUTOMATE. Use Facebook Scheduling to publish content when you want. @searchinfluence #LocalU

25. AUTOMATE. AUTOMATE. AUTOMATE. For LinkedIn and Twitter, try Hootsuite. @w2scott#LocalU

26. HOW AM I DOING ON SOCIAL MEDIA? CONTENT TAKES MANY FORMS @searchinfluence #LocalU @searchinfluence #LocalU @searchinfluence #LocalU

27. HOW AM I DOING ON SOCIAL MEDIA? TOPSY @w2scott#LocalU

28. SOCIAL <3GOOD CONTENT @w2scott #LocalU

29. YOU CAN'T GIVE SOME PEOPLE NICE THINGS @w2scott #LocalU

30. YOU DON'T OWN FACEBOOK @w2scott #LocalU

31. @w2scott #LocalU

32. HOW WE DO IT

33. HOW WE DO IT

34. HOW WE DO IT @searchinfluence #pubcon

35. 5 WAYS TO MAKE SOCIAL MORE LOCAL @w2scott #LocalU

36. PUT YOUR NAPON ALL THE THINGS. @searchinfluence #LocalU

37. NAP ON YOUTUBE OVERALL RANKING FACTORS @w2scott #Lcoal U

38. NAP ON FACEBOOK @searchinfluence #LocalU

39. GET YOUR TEAM INVOLVED @w2scott #LocalU

40. LINKEDIN LOCAL LINKS

41. METCALFE'S LAW @w2scott #LocalU

42. ENGAGE LOCALLY RELEVANT ORGANIZATIONS @searchinfluence #LocalU

43. LIKE LOCAL STUFF OVERALL RANKING FACTORS @w2scott #LocalU

44. ENGAGE LOCAL INFLUENCERS OVERALL RANKING FACTORS @searchinfluence #LocalU

45. SOCIAL MEDIA ADVERTISING @w2scott #LocalU

46. Ads are seamlessly interjected into Facebook users’ experience alongside updates from family and friends • People are 51% more likely to make a purchase after "liking" a brand on Facebook • Since more than 700 million people visit FB on mobile every day, the business can connect with their customers anywhere WHY ADVERTISE ON FACEBOOK? @w2scott #LocalU

47. WHY FACEBOOK ADS: COST Less expensive than traditional marketing @searchinfluence #LocalU

48. WHY FACEBOOK ADS: TARGETING Facebook is ALWAYS watching! @w2scott #LocalU

49. AD TARGETING Facebook is ALWAYS watching! @searchinfluence #LocalU

50. AD TARGETING: LOCATION Can be as broad or narrow as the business wants - from an entire state to within 5 miles of a physical location @w2scott #LocalU