I have been chewing on this for some time and is partially the reason why I have chosen to attend SOMA, because I want to really understand this, and I have also grown cold to much of the empty advice out there, along with all the spam I get promising me that I can “Use Twitter to make Millions Today!” or “From Facebook to Your Checkbook in 30 minutes!”, (Yuck, I am making myself sick.)
So, I was happy to see this important subject on our agenda in class last week, and we began dissecting this idea, and will further this week.
The session started off with a truism; “What you can measure you can manage, and what you can manage get’s done.” Obviously, we know that. To be effective as a social media consultant, more is needed than just getting 1,000’s of people on your wall, page views, video downloads, popularity rankings, or the number of DM’s you get each day. It’s about measuring personal interactions, what method of user-generated content is working and which isn’t, then adjusting. Online consumer response and market interaction is much more dynamic than the old school ways of SEO, they just don’t work. (BTW: clarification – SEO and social media – not the same thing)
Finally approaching release, I was able to get a beta of the new version of Twhirl and compare it with another tool I like TweetDeck. (You can get on the beta of 0.8.8. here). Already today, in about 12 hours 2000 (yes, 2000!) from more than 30 countries have downloaded the preview version of our new Twhirl.
For a comparison of Twhirl and TweetDeck, this article is pretty balanced in it’s side by side analysis, even though in the end (prior to the enhancements in 0.8.8., Twhirl still was the leader).
Obviously today, was a busy day for my friend and founder of Twhirl, Loic Le Meur and the whole team @seesmic.com and yet he was able to send me this video message of how it went today before he boarded a plane to Europe. You are the man, Loic!
I attended a very education webinar today, put on by Xeequa. I found it to be very helpful. Axel Shultze, CEO, convincingly explained and showed how consumers have become increasingly resistant to traditional forms of advertising . For us as Internet Marketers we have to learn from this as well, that we can’t any longer ‘hope’ that we attract customers with something they are rejecting in the marketplace. (Thanks again Axel for your outstanding efforts in the area! When I grow up I want to be just like you.)
Today, all of us are getting educated through the Internet, actually the “Social Web” (whether people call it that or not), by reading blogs and IM from our mobile devices, checking our social networks, join forums, participate in groups and virtual communities and listen to the opinions and read the reviews of people we trust. An astonishingly increasing number of product or brand decisions are pretty much made before a sales process even starts, almost entirely before someone would enter a physical store or company. We all have done our research well before that time using our Social contacts via the web and what SM tools we have grown to rely on.
During the great depression in the 1930’s, you may think that businesses did not spend money on marketing, but you would be wrong. The truth is that according to research I did, many businesses actually boomed, why? Because they expanded their marketing!
History has shown that during past recessions, many businesses took an aggressive approach at marketing, and building their brand during a economic downturn, and they are the ones that flourished, and were very profitable during these times.
How about our current recession? What can you do to remain profitable? Build your brand on the Internet!
I have been doing this with a couple of my newest clients, and I will show you what I have been doing to help them remain atop the search engine rankings, leveraging them to have huge advantage on the Internet when the recession ends.
Take for example my client, Accurate Termite Control Company in Irvine, California. They have had a good presence on the Internet already in southern Cal, but there is much more room for improvement, and potential to take up more space in the search results (over time). So here is what we did.
First – We performed competitive, and keyword research and narrowed in on additional “home run” phrases and “long tail” phrases, and used these in their meta & content information. Phrases like “Irvine, Ca Pest control” “termite inspectors Irvine, Ca” and “termite control Irvine.” Obviously this will take time to see results, as we are still customizing their tags.
Next – We set up a blog for them which will not only help with cross linking, but Accurate Termite Control can become a “voice” in southern California for pest advice in Orange County, and Irvine California. This blog will also contribute to branding their name, especially when people begin going there to get candid advice on pest control, in addition it will help set them apart from their competitors. Oh, guess what, they will eventually take another spot on the search engine results page!
Next – We created a press release announcing this new “Accurate Termite Control blog“. Again, a press release is vital for exposure, newsworthy events, as well as overtime takes yet another spot on the SERP’s if properly written, and archived. Again, branding!
Next - We created a profile on Squidoo. These are a tremendous help with branding, because you can essentially build a page advertising your company, services, and these pages are fantastic in the SERP’s. For example we made sure it had original content, and had all the ‘money’ phrases were included, “Termite and pest control, Irvine” etc. In addition, you can feed your blog there, create a poll, and yes…..you can eventually take another spot in the SERP’s!
FaceBook & Video
We are currently creating a FaceBook profile, and a viral video. I will post these soon too.
I happened to read an article today that is saying FaceBook is opening it’s public groups, wall posts, and discussion topics to get indexed by the search engines….Wow. FaceBook among other social media networks have been huge on security, so this is a bit of a surprise, but dollar signs are a huge motivator. Interestingly Twitter announced they would put a no-follow on links within it’s tweets etc., so the battle goes on. I am not sure if link juice will be passed on within FaceBook groups and posts, but still, all of the info you have been writing over the past year or two will soon be showing up in search results!
Why did they do this?
Simple, money. Think about it, if they can allow their pages to get indexed, this means more traffic, which will provide a higher monetization than it already has. Remember FaceBook has it’s own advertising platform…This is huge for them! You realize that FaceBook is one of the highest visited social media sites today? You think they are making money now, wait until all that juicy content gets indexed….