Transcript Slide 1
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
Understand how to leverage social media to
encourage volunteering
Be able to measure your success from local search
and social media activities
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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.
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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.
Keyword Phrases
When a human visitor to the engine puts in a keyword
phrase, the search engine is focused on serving relevant,
fresh content that the engines think is matched to the
searcher’s intent.
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It’s not about the keywords You
want to be found on.
It’s about the keywords the
searcher uses to find you.1
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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
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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
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Local Search
Google’s Local Business Center
Sign in, create a listing, Google will mail you code, input code, you’re done!
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Local Search
Yahoo! Local
Sign in,
Create a
listing,
Input the
code,
You’re done!
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Local Search
Live.com Business Listings
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Local Search
Superpages.com
7.9M visitors/month
Listings provided to:
About.com
Lycos
Local.com
Citysearch.com –
which powers
WashingtonPost
listings
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Local Search
TrueLocal.com
1.3K
visitors/month
Free to add
basic listing
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Local Search
Craigslist.org
Over 40.7M visitors/month
Volunteer section
Community events section
Confirm posting via email
Make sure to include a link to your
website
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Local Search
Insider Pages
2.5M visitors/month
Tell your story! Add
photos, special offers
& coupons, and a
"message from the
owner".
Update hours,
directions and contact
info
How: http://www.insiderpages.com/advertiser/sign_up.html
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Local Search
Yelp.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
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Local Search
Kudzu.com
965.6K
visitors/month
“List your
business” on
bottom of page
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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.
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The Web Has Changed
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
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Social Media
ZVents
1.1M
visitors/month
Event posting
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Social Media
Eventful
582.3K
visitors/month
Can post events
& groups
Exportable
widget with your
calendar of
events,
shareable
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Social Media
Outside In
1M
visitors/month
Create Account
Post Message
on discussion
boards – they
will be attached
to your zip code
& shown to
your neighbors.
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Social Media
Idealist.org
299K
visitors/month
Post events,
campaigns,
volunteer
opportunities,
etc.
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Social Media
Facebook
110 million users
4th most-trafficked
website in the
world (comScore)
The fastest
growing
demographic is
those 25 years old
and older
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Social Media
Facebook
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.
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Social Media
Yahoo Answers
22.5M
visitors/month
Anyone can
answer, and you
can link to your
website in your
answer
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Social Media
Gather.com
763.6K visitors/month
Create a profile, join the
conversation
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Social Media
Gather.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.
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Social Media
Meetup.Com
4.7 million users
5 million
visitors/month
Search in your
area
Join existing
groups, or start a
group
Post your
projects/events
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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.
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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
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Learn More
Writing an Effective and Engaging Online Volunteer
Posting
Social Media Today
http://www.socialmediatoday.com
The Original Signal – Web 2.0 blog
http://searchmarketingfornonprofits.wordpress.com/2007/04/30/writing-anengaging-seo-friendly-volunteer-opportunity/
http://www.originalsignal.com/
More Local Search Sites
http://blog.searchenginewatch.com/blog/060831-090409
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Questions?
Katherine Watier
Online Marketing Consultant
www.watier.org/kathy
301-793-6121
[email protected]
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