2. Psychology of Social Media
SOCIAL MEDIA CLASS 2015

3. 2012 2013 2014
MillionsofSearches
(Monthly) 120 Billion Searches Each Month!
Engine/Sites
Your Company
eBay
Microsoft Sites
Baidu.com Inc.
Yahoo! Sites
Google Sites
140,000
120,000
80,000
60,000
40,000
20,000
Global Search Volume Growth

4. Organic vs Paid Search
90%
of Clicks
10%
of Clicks
10%
of Clicks

5. Local Results
Proper
Optimization
for Local
Searches
Need
Improvement
for Local
Listings

6. Run Queries for Desired Term and Engine
Watch for
Vertical
Results which
Can Skew
CTR’s and
Visibility

7. “A Picture Is Worth a Thousand Words”
Image Results

8. Video Results

9. Multiple Results
Real
Time
Results
Local
Results
Local
Results
Image
Results

10. Components of Google's Ranking Algorithm
(According to 72 Surveys using MOZ’s Biennial Search Ranking Factors)
5.30%
23.87%
22.33%20.26%
15.04%
6.91%
6.29%

11. For optimal results, start with
a strong base, and build your
way up.
The SEO Pyramid

12. http://www.omacomp.com/services/education-and-training/social-media-boot-camp
Search Friendly URLS
Shallow
Folder
Structure
with Relevant
Words
Keywords in
Page Name,
Separated
by Hyphens
Single
Domain

13. Fixing Broken Links & 404s

14. Title Tags
<Title>OMA Comp - Michigan's Premiere Website and Marketing Agency</Title>

15. Meta Descriptions
Custom Design. Whether you run a retail store or a non-profit
organization, OMA Comp will meet and exceed the needs of any client.

16. Image Alt Attributes
Proper
Keyword
Usage in the
Alt Tag

17. Duplicate
Content?
NO!
When you duplicate content, whether it’s
page copy, imagery, videos, etc. You cause a
loss in rankings and traffic potential, and it
makes your overall search results less
concentrated and relevant.

18. 0 5 10 15 20 25 30 35 40
one-word phrase
two-word phrase
three-word phrase
four-word phrase
five-word phrase
six+word phrase
Conversion Rate by Keyword Phrase Length

19. Search Engine “Submission”

20. Making Content Easy to Share
Social
Media
Links

21. Where Do You Get Links?
Internal Links (from content)
Friends & Family
Associations (donations)
Business Directories
Blogs & Articles
Press Releases
Social Profiles
- Twitter, LinkedIn, Pinterest, Google+

22. You Must Have a Blog
Company Blogs:
Gives You a Vehicle to Post New Content
Allows for Internal Linking
Keeps the Search Engines Coming Back - Have 434% More Indexed Pages
Have 2X as Many Backlinks
Your Site Receives 55% More Traffic
SOURCE: HUBSPOT.COM

23. Staggering Statistics
Over 936 MILLION people use Facebook everyday
There 4 BILLION video views on Facebook daily
Twitter now has more than 75 MILLION user accounts
600 TWEETS are generated EVERY SECOND
Over 600 MILLION people are on LinkedIn

24. Reports
Your
Ranking
WooRank

25. Emotional Branding
SOCIAL MEDIA CLASS 2015

26. Using your brand to generate emotion
Brand your company to compete
Convert emotions into sales
The internet has opened the door. You no longer need deep pockets to enter the game.
WHAT IS EMOTIONAL BRANDING?

27. “When dealing with people, let us remember
we are not dealing with creatures of logic.
We are dealing with creatures of emotion.”
-DALE CARNEGIE
1
SET YOUR GOAL
2 3 4 5

29. A POINT OF DIFFERENCE
Likeness of products on the market
Clutter of advertisements
Why are you unique?
What makes you special?

30. GETTING STARTED
Your logo
Mission statement
Tagline
SECURE YOUR BRAND IDENTITY
Social media functionality
+
+
+
= Emotion!

31. EMOTIONAL STAGE 1
Call to action(s)
Sales, special offers
Promotion through like products or services
HOW TO GET SOMEONE INTERESTED
Closeouts, Buy Now, Limited Quantities, Memberships

32. EMOTIONAL STAGE 4
Provide outstanding service
Create a culture and following
Addiction (you can’t live without it)
HOW TO CREATE LOYAL CUSTOMERS
Life Is Good, Life Is Crap
Keep calm and…

33. DISTINGUISH YOUR PRODUCT
Learn your consumers through processes, memory,
and motivation
Post your bragging rights and achievement’s
Connect with known people or brands
Network locally, Get your wins out there!

34. Play on…. emotion
Play on…. the situation
Play on…. the right timing
PEOPLE ARE EMOTIONAL, COMPULSIVE
BEINGS, MOVED BY THEIR SUBCONSCIOUS
Play on.... find the key to your clients by knowing the patterns
Play on!

35. Trigger an emotional response in the consumer
(love, compassion, frustration, anger)
Subconsciously create implicit processing
(Background music, sounds, smells, visuals)
TURN IT INTO A LOVE AFFAIR

36. THEMES MUST APPEAL, MOTIVATE, FULFILL,
AND MEET CONSUMERS’ GOALS
Play on emotions
and desire

37. BRAND EXPERIENCE
Do not miss out on something new and hip
Create fanatical following
Innovative designs that
deliver experience
BENCHMARK YOUR COMPETITION

38. THROUGH CONNECTION AND EXPERIENCE DEVELOPS LOYALTY
Love
Happiness
Attachment

39. STORYTELLING THROUGH PICTURE AND VIDEO
Get people to care and invest
Make it personal, humorous, inspirational…
How will you promote the love affair with
your product?
What do you want your audience to feel?
Testimonials (written and video)

40. HOT BUTTONS TO STIMULATE CALL TO ACTION
Sex, love, romance
I’m better than you
Make me smarter
Excitement of discovery
Power and influence
Desire for control Family values
Desire to belong
Fulfillment

41. HOW TO BE A POWERFUL BRAND
“Measures a brand’s ability to impact a company’s performance by looking
at marketing investment and the goodwill the brand has built up with customers and staff”
SOURCE: TELEGRAPH.CO.UK
Lego branded to appeal to both sexes
Lego branded to appeal to all ages
Kids enjoy building and playing
Parents have sense of nostalgia
Venturing into movies (Lego movie)
LEGO WINS MOST POWERFUL BRAND OF 2014

42. PROMOTE LOYALTY
Creating an attachment to a product as one does to another person making it
difficult to change brands
Selling is now a way to improve people’s lives and to do that effectively you
have to make them feel, not just think, that you are the right answer to their
problem
SELLING IS NO LONGER NEED BASED

43. Do you have a call to action?
Does your logo connect with people?
Do you have a following?
Do you have a company culture?
Do you have a presence on social media?
Do you use the web properly?
ASK YOURSELF…

44. SOCIAL MEDIA:
EVOLVE. PROGRESS. ADVANCE.

45. EVOLVE.
Community, culture and business continually evolve. Something that works today may not
work tomorrow. As times change, your business also must change and adapt to your
consumers’ needs.
DO SOMETHING NEW
Keep abreast of the newest trends and advancements in technology to keep your business
relevant and interesting. If you maintain the status quo, toe the line, or become apathetic,
your company can die off.

46. PROGRESS.
Interactive, responsive, optimized website
Shopping cart
Social media presence
DO SOMETHING NEW
Technology that has expanded and hit the mass market such
as Smartphones and tablets has changed how consumers
purchase. Many online stores are now superseding physical
locations in sales. You have to change your marketing strategy
to target this growing audience and capture sales.
Reputation management

47. ADVANCE.
DO SOMETHING NEW
Expand your knowledge and way of thinking
Bring your own unique spin to the marketplace
Stay engaged with your target audience
Keep a pulse on your consumers’ needs and buying trends
Shift your marketing strategy
Plan to tap into your consumers’ desires
Remain significant, applicable and pertinent and grow your business

48. Behind the Social Media Curtain – Online Reputation
SOCIAL MEDIA CLASS 2015

49. GROWING YOUR MARKET
THE WELL BEING OF YOUR BUSINESS DEPENDS ON IT
Reviewing and analyzing your
potential social media outlets
will help create a plan to get you
the most exposure in your local
market.
Through strategic asset
placement and social
campaigns, you will
both increase access
to potential customers
and generate business.
Ad Tracking and Analysis
PPC Campaigns
Email Marketing/Newsletters
Directory Listing Services
Analytics & Reports
Blog & Social Media Utilization

50. WHAT COMPRISES A COMPANIES ONLINE SUCCESS?
VISIBILITY SEARCH-ABILITY
SELECT ABILTYREPUTATION
It is essential in today’s business practices to
remain on top of technological changes and
trends for your industry to continuously
search out and capture your market. This
important strategy is necessary to reach and
engage current and potential customers.
Brand Recognition instantly guides your market
to associate you company with that particular
product or service. This shows both confidence
and marketability.
People are increasingly using Google to
research their needs. Statistically, people select
sites that are on the first page of their search
results. Through studied keyword placement
and technically-efficient content writing you will
be more consistently situated at the top of
those search results.
An advantage of having a large selection of services
allows for a larger audience to reach out and pay for
those services. Proper online optimization boosts
your reach to all connected markets.

51. REPUTATION MONITORING
Survey the present data
Collect and analyze current social media outlet data
Identify sites with the most Impact & Impression
Post only to sites with credibility and a large community
Scan & Search review
Report current standing on both optimization and review sites

52. IF ORGANIC RESULTS DON’T CUT IT
ADVANCED REPUTATION REPAIR IS WHAT YOU NEED
DON’T LET THAT ONE REVIEW RUIN YOU!

53. STAFF TRAINING
Staff training can show employees how to facilitate and streamline the review
collection process, whether it be through postcards, endorsement letters or texts.
Are you training
your staff?

54. Do you know your online reputation?
Does your reputation promote you in a positive light?
Do you have a following?
Is your reputation promoted through social media?
ASK YOURSELF…
Are you utilizing client testimonials?

55. Avoiding Social Media Traps and Errors
SOCIAL MEDIA CLASS 2015

56. American Apparel's Challenger disaster disaster
To celebrate Independence Day, American
Apparel used Tumblr to post a picture of the
space shuttle Challenger exploding. After
receiving a lot of negative feedback, the
company apologized, stating that the social
media manager was born after the
Challenger disaster and did not realize what
the picture represented.
MEDIA FAILS OF 2014

57. LG's mockery of iPhones backfires
LG attempted to ridicule and make
fun of Apple's #bendgate by tweeting
from the LG France account, "Our
Smartphones don't bend, they are
naturally curved ;)." The only problem,
the tweet was sent from an iPhone ;-).
MEDIA FAILS OF 2014

58. Twitter CFO gaffe
In November, Twitter CFO Anthony Noto slipped up
and tweeted a message that was probably meant to be
a private direct message. The tweet, which was quickly
deleted, read: "I still think we should buy them. He is on
your schedule for Dec 15 or 16--we will need to sell him.
I have a plan." The message is thought to have been
referring to Twitter's plans to acquire the selfie app
Shots, which is backed by Justin Bieber.
MEDIA FAILS OF 2014

59. Media Mistakes Are Costly
Check Your Work
BOTTOM LINE

60. Top 10 Ways To Increase Business and
Attract New Clients
1) Promotional sales, discounts, special offers
2) Claim relevant, free and paid business offers
3) Get the word out; generate new, fresh, original
content across all channels
4) Be the doer, go gather, be humble and gracious
minded
5) Giveaways and contests
6) If you have a physical location, work on
partnering with local businesses
7) Donations and charity events
8) Walk the walk and talk the talk
(credible and honest)
9) Organic and paid SEO, visibility and
search ability
10) VIP, Memberships and rewards
programs
IN SUMMARY…

61. THANK YOU!