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Online Marketing Local Search & Social Media

Online Marketing Local Search & Social Media. Learning Objectives. After this training you will: Understand how to make sure volunteers find you Understand what local search is, and how to register Know what social media/Web 2.0 is

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Online Marketing Local Search & Social Media

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  1. Online MarketingLocal Search & Social Media

  2. Learning Objectives After this training you will: • Understand how to make sure volunteers find you • Understand what local search is, and how to register • Know what social media/Web 2.0 is • Understand how to leverage social media to encourage volunteering • Be able to measure your success from local search and social media activities

  3. How to Reach Volunteers Online • Why do we care about Search Engines? • 91% of internet users use a search engine1 • 87% of people click on the natural results (vs. paid) • 90% of searchers click on the first page of search results 2 • 58% of all queries are three or more words The Big Players • Google, Yahoo!, and Live.com • Google has 70% of the search marketing share, accounting for 70.77% of all US searches.3 • Each has computer algorithm to rank your pages in the search results.

  4. How Search Engines Work • Google, Yahoo!, and Live create their listings automatically. They use “spiders” or “bots” to "crawl" links to web pages1 and add those web pages to their index. • When a human visitor to the engine puts in a keyword phrase, the search engine is focused on serving relevant, fresh contentthat the engines think is matched to the searcher’s intent. Keyword Phrases

  5. It’s not about the keywords You want to be found on. It’s about the keywords the searcher uses to find you.1

  6. How Can you Show Up in Search Results? • There are 200 factors that impact whether your webpage shows up in the search results • We know of 40 (+/-) including: • Use of keyword phrase on web page • Freshness of content • Inbound links • Technology format of webpage • “Universal search” means the first page of search results could include: • Your website • Volunteer postings on other websites • News item • YouTube video • Local Search result • Image result • Blog posts

  7. What is Local Search? Why Local Search? • More online searchers are looking for local information “volunteer in Camden, NJ” • Local search results are usually displayed FIRST in search engine results • Local Search sites get more traffic than your site– Superpages.com has over 7.9M visitors per month

  8. Local SearchGoogle’s Local Business Center Sign in, create a listing, Google will mail you code, input code, you’re done!

  9. Local SearchYahoo! Local • Sign in, • Create a listing, • Input the code, • You’re done!

  10. Local SearchLive.com Business Listings

  11. Local SearchSuperpages.com • 7.9M visitors/month • Listings provided to: • About.com • Lycos • Local.com • Citysearch.com – which powers WashingtonPost listings

  12. Local SearchTrueLocal.com • 1.3K visitors/month • Free to add basic listing

  13. Local SearchCraigslist.org • Over 40.7M visitors/month • Volunteer section • Community events section • Confirm posting via email • Make sure to include a link to your website

  14. Local SearchInsider Pages • How: http://www.insiderpages.com/advertiser/sign_up.html • 2.5M visitors/month • Tell your story! Add photos, special offers & coupons, and a "message from the owner". • Update hours, directions and contact info

  15. Local SearchYelp.com • 3.3M visitors/month • Search for your organization’s name and zip code • On the bottom of the search result page, you’ll see a red button titled ADD BUSINESS • Keep an eye on your reviews, be restrained in firing back responses

  16. Local SearchKudzu.com • 965.6K visitors/month • “List your business” on bottom of page

  17. What is Social Media/Web 2.0? Social media are primarily Internet-based tools for sharing and discussing information among human beings.[1][2] The term most often refers to activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. These sites aim to facilitate collaboration and sharing between users.

  18. Monologues are over, no more: I’ll publish and put it out there and you’ll consume and you better not complain!. It is now a dialog. - Avinash Kaushik, Occam’s Razor The Web Has Changed

  19. Social MediaZVents • 1.1M visitors/month • Event posting

  20. Social MediaEventful • 582.3K visitors/month • Can post events & groups • Exportable widget with your calendar of events, shareable

  21. Social MediaOutside In • 1M visitors/month • Create Account • Post Message on discussion boards – they will be attached to your zip code & shown to your neighbors.

  22. Social MediaIdealist.org • 299K visitors/month • Post events, campaigns, volunteer opportunities, etc.

  23. Social MediaFacebook • 110 million users • 4th most-trafficked website in the world (comScore) • The fastest growing demographic is those 25 years old and older

  24. Social MediaFacebook Here’s how to get started with Facebook: • Create a personal Facebook account • Join your regional/city network, invite your friends, organizations & volunteers in your database • Create group profile • Create an event. Make sure to pick which network to broadcast it to. • You can either use Facebook's guest list feature, or put the volunteer opportunity address for the volunteer opportunity in the "Description" field to track folks who have signed up. Very simple. You've just reached out to a portion of the 110 million users that use Facebook.

  25. Social MediaYahoo Answers • 22.5M visitors/month • Anyone can answer, and you can link to your website in your answer

  26. Social MediaGather.com • 763.6K visitors/month • Create a profile, join the conversation

  27. Social MediaGather.com • Register as an individual • Create your nonprofit as a group • Invite your friends, encourage writers you know to join, contribute & send their earnings to you • More detailed information here.

  28. Social MediaMeetup.Com • 4.7 million users • 5 million visitors/month • Search in your area • Join existing groups, or start a group • Post your projects/events

  29. Measuring your Success • Install Google Analytics on all of your website pages • Create Google Webmaster Tools and Yahoo Site Explorer and Live Webmaster Tools accounts • Set up Google & Yahoo News Alert for your Brand name • Track visitors/subscribers, stickiness, #of comments, and conversion based on platform, increased traffic to your website.

  30. Signs of Success • Increased number of visitors from social media • Number of inbound links • Number of comments on your blog • Position of Brand Name & number of mentions in Search Engines • Number of Volunteer Referrals/Sign ups

  31. Learn More • Writing an Effective and Engaging Online Volunteer Posting • http://searchmarketingfornonprofits.wordpress.com/2007/04/30/writing-an-engaging-seo-friendly-volunteer-opportunity/ • Social Media Today • http://www.socialmediatoday.com • The Original Signal – Web 2.0 blog • http://www.originalsignal.com/ • More Local Search Sites • http://blog.searchenginewatch.com/blog/060831-090409

  32. Questions? Katherine Watier Online Marketing Consultant www.watier.org/kathy 301-793-6121 kwatier@gmail.com

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