Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com 5 Top Online Marketing Trends /26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

10 Years of Dramatic Marketing Change Growth of online marketing in general Introduction and adoption of social media Linkedin 2003 MySpace 2003 Facebook 2004 Twitter 2006 Pinterest 2010 Instagram 2010 Decline and fragmentation of traditional media 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

Times are Changing… Yellow Pages – skewed to older consumers / expensive Magazines – long lead time / shifting readership Newspapers – in decline / skews older / singular markets Television – fragmentation / zipping / zapping / Hulu Radio – audio only / high freq needs / lots of alternatives Direct Mail – costly / low conversion / slow / “junk mail” Billboards – limited locations / limited messaging Declining Effectiveness of Traditional Media & the Impact of New Media 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

New Media is Online… 1 Trillion + — number of web pages in the world 200+ Billion — online searches each year in U.S. alone 30 % — searches that are targeted locally (city or zip ) * 20 % — total online searches done by mobile phones * 37 % — small businesses without a website * 80 % — local searches on mobile devices = buyers * 0 % — chance to connect with consumers who are searching online if an organization doesn’t have a sufficient online presence * 2012 statistics based on U.S. data only 2012 Online Stats 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

Focus Today is on 5 Significant Trends in 2013 Google Algorithm Changes Google + Google Plus Local Facebook Changes Mobile Marketing 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

Why the Focus on Google? 1/26/2013 Google gets 70% of search in U.S. / 80% intl. 60% of searchers don’t search past page one Google algorithm has over 200 components MANY changes to algorithms in 2013 ImpactOnlineMarketing.com for the 2013 MBN Symposium

1. Google Algorithm Changes 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium Social Inbound Links

What Does This Mean for You? Social media is more important that ever Focus should be on engagement 4 to 1 rule of sharing to selling Your friends / fans / followers should be interacting Drive people to your social media sites from website Encourage sharing Blogging & getting blog comments is a huge factor Use social sharing buttons on your site to drive immediate social sharing of your content 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

Example of Site Socialization 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

2. Google + … Really??? 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium (Time to reconsider!)

Google Authorship Gives you a “face presence” in Google results Can drive much greater click-through Photo catches attention Gives your content credibility Details at: 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

Google Reviews As with Authorship, a Google + account is required to write reviews “counted” by Google Important for Google Plus Local reviews Google Plus Local no longer “counts” reviews submitted through CitiSearch, Yelp, etc. 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

What This Means for You Get a Google + account If you blog, sign up for Authorship Leave Google reviews for local businesses you care about supporting Encourage customers to get Google + accounts and use it to leave your business reviews online 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

3. Google Plus Local Google’s local identity crisis Google Maps => Google Places => Google Plus Local Google Plus Local in a state of flux In transition from Google Places to Google Plus Local Customer service issues for account holders Changes may take a long time to take effect This said, still important due to its prominence in results 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

Example of Local Results 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

What This Means for You Google Plus Local may be your best change for page one results! Claim your Google Plus Local page Fill out all fields your are allowed Be sure to follow Google’s guidelines Work on getting customers / clients to write Google reviews Google reviews are very important in ranking algorithm 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

4. Facebook Passed the Billion mark in monthly users in October of 2012 Pros and cons Largest social network Huge % on FB Regular users on a LOT Very easy for a biz to get “lost” in the mix Lots of clutter Most people aren’t on FB to get “sold” 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

Facebook is Not Automatically Online Marketing Nirvana Just because everyone is “on” FB does not mean they will be following what you do EdgeRank (FB algoriths) keep going lower – less fans will see your posts EdgeRank rates Fan engagement as a huge factor in determining delivery of your updates 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

New Facebook “Graph Search” A new threat in online search Based on premise that people will rely more on recommendations from those they socialize with Currently in Beta – very limited exposure Network roll-out date TBA 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

What This Means for You Interactivity with Fans is vitally important Use the 4 / 1 rule for sharing/selling - ask questions, put up polls, get feedback, show interaction – this is what FB wants to see & will reward you for Use keywords in your Page description – that’s how your page will get found FB loves photos & videos – use generously FB hates auto-posting – avoid it! NEVER buy Page “Likes” – they can be tracked Use “Sponsored Posts” to re-engage Fan base Once a week ideal 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

Facebook Use Goes Mobile 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

Mobile Marketing – The Next Wave 50 % of U.S. citizens now own smart phones Gen Z (18-23): 95% have cell phone / 64% have smart phone Gen Y Millennials (24-32): 97% / 72% Gen X (33-46): 95% / 61% Younger boomers (47-56): 92% / 39% Older boomers (57-67): 89% / 28% Golden generation (68-88): 85% / 16% TOTAL: 93% / 50% 97% of smart phone users search online by phone By 2014 more people will access internet by mobile devices than by laptops & desktops combined > 60% of local mobile searches result in action w/in 24 hrs. <10% of all sites are mobile-friendly 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

Example of Non-Mobile vs. Mobile Website 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

What Does This Mean for You? If you have a website, you need a mobile version If building a new site, integrate a mobile version into the build-out If you don’t have a website and you own a local business, you at LEAST need a mobile site Feature prominently those things that mobile searchers are most likely to want to know: Tap to call (for easy and quick dialing) Map to the location Hours of operation Key info you gets asked most often 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium

Thank you! Best wishes for a prosperous 2013! Karen Porter -or- (406) Visit: ImpactOnlineMarketing.com/mbn for a copy of this slide deck and a special gift 1/26/2013ImpactOnlineMarketing.com for the 2013 MBN Symposium