Digital marketing connections: Fitting SEO, Analytics and Social Media together

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The relationship between what search engines want, what users want and how users find things that they need online. How SEO, analytics and social media fit into the media landscape.

Published in: Social Media, Business, Technology
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  • Links to sites like Wikipedia…increasingly found in search.
  • Search evolves continuously to try to anticipate people’s needs. Here’s some things you can do in a google search.
  • Examples of each? Snapchat,netflix, Tinder, Amazon
  • Freemium – LinkedIn pro, vimeo pro
  • Awareness, consideration, preference, action, loyalty, advocacy (Rogers, Columbia Business School)
  • Digital marketing connections: Fitting SEO, Analytics and Social Media together

    1. 1. DIGITAL MARKETING CONNECTIONS HOW SEO, ANALYTICS AND SOCIAL MEDIA FIT TOGETHER
    2. 2. WHAT IS WANTED • People want to do stuff • Companies want to make money • That stuff people want? They want it to be free
    3. 3. PEOPLE WANT TO FIND THINGS • Local optician • Meaning of “platano” • URL for Time-Warner
    4. 4. PEOPLE WANT TO LEARN THINGS • What are the symptoms of flu? • How many feet in a mile? • Who is the prime minister of Canada?
    5. 5. A BRIEF DETOUR
    6. 6. GOOGLE TIPS http://google.com/history It fixes your spelling Search is not case sensitive Search ignores punctuation Search by Site: filetype: related: define:
    7. 7. GOOGLE TIPS - 2 Search for: Recipes (ingredients, then recipes in left panel) Numbers in a range (chanel purse $120…$500) Number conversions (celsius to fahrenheit) Time (time Sochi) Currency (usd in rubles) Weather (weather Elon) Scores (team name gives scores and schedules) Package tracking (just put number) Math answers (put in equation) Location (put in zip code)
    8. 8. PEOPLE WANT TO DO THINGS • Talk to friends • Be entertained • Find a significant other • Buy things
    9. 9. COMPANIES WANT TO MAKE $ • The freemium model – You get a teaser, full functionality costs • The advertising model – Mass messages for a mass audience • The smart advertising model – Targeted based on user behaviors
    10. 10. HOW TO MAKE MONEY • Traffic • Engagement • Conversion • Evangelism
    11. 11. HOW TO GET TRAFFIC • Direct traffic • Habit • Social media • Search
    12. 12. HOW TO TELL IF YOU SUCCEED • Analytics • Surveys • Goals

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