Search, Social, and Mobile:

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Marian Andrews
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1 Search, Social, and Mobile: Emerging Marketing Tools, Opportunities, and Challenges Todd Bacile, Ph.D. Bacile Marketing Research LLC & Loyola University New Orleans

2 !#

3 Search Engine Marketing

4 Search & the Consumer Buying Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Post purchase Evaluation

5 Search Marketing & the Buying Decision Process Problem Recognition Information Search Search Marketing Evaluation of Alternatives Purchase Post purchase Evaluation

6 Search Engine Optimization: Organic Results Paid Search Results Paid Search Results Organic / Free Search Results

7 Statistics Regarding Search Engines 93% of online users find a site through a search engine 300% more traffic is driven to sites via search vs. social media 79% of people frequently click on the non paid search results 80% of people rarely or never click on paid search results

8 Google: The King of Search Graphic by Positionly.com

9 CTR: Click Through Rate CTR: the % of people who click a link when shown on results page. 1 st Organic link CTR: 19% 2 nd Organic link CTR: 15% 3 rd Organic link CTR: 11% (CTR steadily decreases ) 19% 15% 11%

10 CTR: The Importance of a High Ranking 2014 CTR study conducted by Net Booster

11 Keyword Research: Google s Keyword Planner The keyword planner tool is available through Google AdWords It shows traffic volume for keywords (you can filter by city/state) Helps you determine which keywords consumers may be using Keyword Phrase Avg # of Monthly Searches Financial accountants Financial accounting 20 Business accounting 60

city/state) Helps you determine which keywords consumers may be using Keyword Phrase

12 Using SEO for a High Ranking Search engine optimization (SEO) SEO: improve certain aspects of your web pages to rank higher High ranking web pages usually have the following criteria: Keyword(s) in the domain name (i.e. web address) Keyword(s) in a web page s title Keyword(s) in a web page s heading Keyword(s) used within links on your web page Keyword(s) in a web page s meta description tag Keyword(s) in the plain text on your web page The number of your own internal links on your page The number of external web sites linking to your site Social media signals

web page s heading Keyword(s) used within links on your web page Keyword(s) in a web page s meta description tag Keyword(s) in the plain text

13 Moz.com s Statistical Search Ranking Analysis Correlated Ranking Factors value # of external links to your page (no relation to KWs).29 KW exact match in a.com domain name.20 # of internal links on a page (no relation to KWs).14 KWs in the Title tag.13 KWs in the Header tag.12 KWs in your page s plain text.12 KWs in your page s links (i.e., anchor text).11 KWs in your page s Meta Description.10 Correlated Social Signal Ranking Factors Value # of Google +1 s on your page.30 # of Facebook shares for your page.27 # of Facebook comments on your page.24 # of Facebook likes for your page.23 # of Tweets mentioning your page.21

12 KWs in your page s links (i.e., anchor text).11 KWs in your page s Meta Description.

14 Local SEO and Google+ (G+) G+ is not merely a social networking site It is Google s social layer G+ business pages and +1 s do impact search

15 Google+: Rank Higher for Local Search Google+ improves your ranking in search (and local search) Be sure to register/create a Google+ page for your business Fill in all of your info in Google+: it will boost your rankings Insert hours, photos, address, and phone number A local area code in your phone number helps Name/Address/Phone (NAP): be consistent on all sites Choose an accurate business category in your profile Use a location based KWs in your Google+ profile Get more Google reviews (and other review sites) Get more +1 s (the Google+ equivalent to a Like) Be sure your page is owner verified A high number of shared Google+ posts

16 Long Tail Keywords: More Specific Queries Broad keywords (e.g. Accounting ) More specific keywords (e.g. Accounting firm ) Long tail keywords (e.g. Accounting firm New Orleans )

17 Long Tail Queries Have Higher CTRs 2014 CTR study conducted by Net Booster

18 Social Media Marketing Challenges

19 From One Way to Two Way Communication

20 Social Media: Two Way Communication Tools

21 Social Media: Marketing Silos Colliding Social Media: Marketing Communication simultaneous channels for marketing communication ANDcustomer service Customer Service

22 Social Media Are Customer Service Channels

23 Complaints and the Service Dyad

24 Social Media Customer Service Statistics 63% of customers expect firms to offer customer service via social media channels (Facebook 2014) 88% are less likely to buy from a firm that does not answer service requests via social (Conversocial 2012) 71% who receive positive customer service via social are likely to recommend the firm to others (NM Incite 2012) Social media service agents handle 4 to 8x more issues per hour versus phone agents (Gartner 2012)

25 Building Relationships With Consumers Non-customer Less desirable First-time customer Satisfied customer Repeat customer (i.e. a loyal customer) Advocate (i.e. a loyal customer with positive extra-role behaviors) More desirable 25

26 The Badvocate : A badly behaving brand advocate.

27 Social Media Customer Service Software

28 Social Media and Employee Advocates Employees are valuable content creators for firms social channels Think about a firm s status update in your FB newsfeed Updates from friends A firm s update

29 Mobile As Personal Media

30 Mobile: The Anti Production Orientation In 1910 a customer asked Henry Ford, Can I choose the color of my car? Ford s response: Any customer can have a car painted any color that he wants, so long as it is black.

31 MarComm: Rooted in Production Orientation Industrial Revolution and mass production created products Firms then needed to find people to consume their products Production orientation carried over to marketing communication

32 The Challenge of Mobile Consumers do not trust most marketers or advertising Risks include irrelevant, untimely, intrusive communications The importance of mobile devices amplifies these risks: Media Type Perceived Importance Perceived Risk of MarComm Mobile phone *Mean = 5.8 (SD=1.4) *Mean= 4.3 (SD=1.8) Television Mean = 4.5 (SD=1.7) Mean= 2.3 (SD=1.6) Print media Mean = 4.2 (SD=1.8) Mean= 2.1 (SD=1.5) Landline phone Mean = 3.4 (SD=2.1) Mean= 3.3 (SD=1.9) * p <.001

33 Results of a Field Experiment AVG redemption rate: 23.8% AVG redemption rate: 9.1%

34 Implications of Mobile as Personal Media Goods and services offerings involve consumers as co producers These operational strategies will move into mobile MarComm Mobile: hyper targeted messages to the next extreme The marketing of tomorrow through mobile devices will need to include consumer customization

35 Thank you for your time. Do you have any questions? Contact me anytime via:

SEO Workshop Today s Coach Lynn Stevenson. SEO Analyst

SEO Workshop Today s Coach Lynn Stevenson SEO Analyst Overview Introduction to SEO Importance of Content SEO Content Best Practices Keyword Research Optimizing Content Common Pitfalls Social Media and