integrating search marketing and social media
TRANSCRIPT
- 1. Raising the Visibility of Your BrandIntegrating SearchMarketing and Social Media
- 2. Is your digital marketing working hard enough?
- 3. Dont bury your head in the sand Things have moved on Social Media and SearchMarketing should no longerbe treated as separateactivities.
- 4. Digital channels work harder when they work together
- 5. The website is dead: Long live the multi-channel digital eco-system
- 6. Content is the key tosuccess
- 7. Together theymake your brand more visible insearch
- 8. Paid media have a role too
- 9. Paid media have a role tooPay Per Click advertisingshould play a part Search PPC enhancesvisibility, especially incompetitive search markets Target key product terms Defend your brand terms Social PPC drivesinteractions with your contentTarget key behaviouralsegmentsTarget friends of fans
- 10. Encourage positive socialfeedback and drive sales
- 11. Its important to respond helpfully tonegative feedback too
- 12. Positive Enhancedperceptions findability Customer Better advocacy conversion
- 13. The evolution ofsocial search
- 14. Search engines have comea long way since 1998
- 15. It used to be about spiders
- 16. And clever SEO Ninjas
- 17. But the internet filled up with junk
- 18. Socialmedia changedeverything
- 19. Google Panda was born....
- 20. Then there was Penguin!
- 21. Search got social
- 22. Or is thatso.cl
- 23. It got local too.
- 24. People matter more than ever
- 25. mobile search is increasinglyimportant for brands...
- 26. How social fits intosearchIn simple terms...
- 27. The key factors that influence rank? Hat tip to Search Engine Land!
- 28. The key factors that influence rank?Things that undermine your ranking Poor quality content Over optimised content Duplicate content / URLs Spam and paid for links
- 29. The key factors that influence rank? Things on your site that support your ranking Good quality content Fresh content Titles, URLs Schemas Technical Setup Performance
- 30. The key factors that influence rank?Things off your site thatsupport your ranking Authoritative links Local relevance Social mentions Shares, +1s andcirclingThis is where socialcomes in.
- 31. Dont get overexcited! Social is not a magicbullet for your SEO It drives new links andsocial mentions It keeps your brandfront of mind And increases yourvisibility in searchrankings
- 32. An example...
- 33. London Business School Reading Room helped LBS set up a framework for developing rich targeted content and using it to engagestudents, alumni, prospects and the wider business community using an integrated set of social media channels.
- 34. London Business SchoolLets take LondonBusiness School No.1 for their brandterm But thats not all...
- 35. London Business School Places listing links toGmaps If logged in then thisgoes to Google+ Local Reviews attached tousers G+ account
- 36. London Business SchoolSocial Profiles Twitter, Facebook andYoutube channelsprominently displayedin search results
- 37. London Business School Google + posts alsodisplayed in RHC BlogPosts, videos, imagesand slide presentationsalso rank well
- 38. So how can all thiswork for your brand?
- 39. Listenfirst, speaklater!
- 40. Develop your marketing infrastructurehttp://mashable.com/2011/08/31/social-media-crisis/
- 41. Start thinkinglike a publisher!
- 42. Image credit:http://sailingscuttlebutt.blogspot.co.ukAnticipate your audiences needs
- 43. Make your content spreadableBe relevant and create valueIf I like your content its not because I like your brand its because I like my friends.Henry Jenkins Spreadable Media
- 44. Talk about the subjects you wantto be found for.
- 45. Where to start when creating content Start with objectives! Who are you trying to reach? What are you trying to achieve? Where does it fit in the journey? What format is best? What do you want them to do? How will your content support this?http://blog.eloqua.com/the-content-grid-v2/
- 46. Keep it fresh
- 47. And dont forget it is a two wayconversation
- 48. The social cycle
- 49. Create Getcontent Apply somemainstream worth traditional PR media exposuresharingObtain WOMShare inGet morereviews, socialsocial media adding tonetworks followersSEO and reputationSocial Get inbound rankingslinks Success!increase SEO
- 50. So whos done it?Meet Dollar Shave Club
- 51. Razor blades sent to yourhome for $1 a month
- 52. Create contentworth sharing
- 53. Share in socialnetworks
- 54. Social rankingsincrease SEO
- 55. Get inbound links
- 56. Get more socialmedia followers
- 57. Apply sometraditional PR
- 58. Get mainstreammedia exposure
- 59. Obtain WOMreviews adding to SEO andreputation
- 60. Success!
- 61. ToolsMaking the most of social & search
- 62. The challengesHow do I assess What are people Social search saying about mypublishing is performance?brand? hard work!How do I keepWhich content track of works and why? everything?
- 63. The tools of the tradeSEOSocial media Engagement analysis monitoringsupportSocial media Content analytics aggregation
- 64. SEOanalysis
- 65. http://opensiteexplorer.org
- 66. http://seomoz.org
- 67. Social media monitoring
- 68. http://visibletechnologies.com
- 69. http://socialmention.com
- 70. http://google.com/alerts
- 71. http://twentyfeet.com
- 72. Engagementsupport
- 73. http://namechk.com
- 74. http://knowem.com
- 75. http://friendorfollow.com
- 76. http://tweriod.com
- 77. http://bufferapp.com
- 78. http://disqus.com
- 79. http://blogdash.com
- 80. http://sproutsocial.com
- 81. http://vitrue.com
- 82. Social media analytics
- 83. http://tweetreach.com
- 84. http://crowdbooster.com
- 85. http://socialbakers.com
- 86. http://klout.com
- 87. http://kred.com
- 88. Contentaggregation
- 89. http://hootsuite.com
- 90. http://google.com/reader
- 91. ThanksAny questions?