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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 2 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. 3 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. 4 It’s not about the keywords You want to be found on. It’s about the keywords the searcher uses to find you.1 5 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 6 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 7 Local Search Google’s Local Business Center Sign in, create a listing, Google will mail you code, input code, you’re done! 8 Local Search Yahoo! Local Sign in, Create a listing, Input the code, You’re done! 9 Local Search Live.com Business Listings 10 Local Search Superpages.com 7.9M visitors/month Listings provided to: About.com Lycos Local.com Citysearch.com – which powers WashingtonPost listings 11 Local Search TrueLocal.com 1.3K visitors/month Free to add basic listing 12 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 13 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 14 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 15 Local Search Kudzu.com 965.6K visitors/month “List your business” on bottom of page 16 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. 17 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 18 Social Media ZVents 1.1M visitors/month Event posting 19 Social Media Eventful 582.3K visitors/month Can post events & groups Exportable widget with your calendar of events, shareable 20 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. 21 Social Media Idealist.org 299K visitors/month Post events, campaigns, volunteer opportunities, etc. 22 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 23 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. 24 Social Media Yahoo Answers 22.5M visitors/month Anyone can answer, and you can link to your website in your answer 25 Social Media Gather.com 763.6K visitors/month Create a profile, join the conversation 26 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. 27 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 28 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. 29 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 30 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 31 Questions? Katherine Watier Online Marketing Consultant www.watier.org/kathy 301-793-6121 [email protected] 32