SEO and social media model to measure ROI
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SEO and social media model to measure ROI

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Social media marketing is still a buzzword to many, but SEO is still a mystery. There’s a clear need to have a defined strategy and model to make a success with digital marketing campaigns. At the ...

Social media marketing is still a buzzword to many, but SEO is still a mystery. There’s a clear need to have a defined strategy and model to make a success with digital marketing campaigns. At the moment, many brands does not have a clear process and model regarding SEO and social media to reach business goals and there's no way to measure social media ROI.

To move forward and make sure you reach your business goals using SEO and social media, you need an SEO and social media model that works and a strategy to measure ROI.

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    SEO and social media model to measure ROI SEO and social media model to measure ROI Presentation Transcript

    • SEO and social media model to measure ROI Search Engine Optimization and Social Media Marketing Model Anton Koekemoer | January 2014
    • Agenda Search engine optimization and social media model overview 1 The digital world is evolving at a rapid rate… 2 Google's Goal 3 Social media 4 Why social signals 5 Why measure SEO and social media in separate silos? 6 SEO + Social media 7 Integrating SEO and social media 8 Research 9 Campaign information 10 Content blueprint 11 Campaign checklist 11 Measurement
    • SEO and social media model So far…  Social media marketing is still a buzzword to many, but SEO is still a mystery  There’s a clear need to have a defined strategy and model to make a success with digital marketing campaigns  At the moment, many brands does not have a clear process and model regarding SEO and social media to reach business goals  No clear way to measure social media ROI  No campaign documentation To move forward and make sure you reach your business goals using SEO and social media, you need an SEO and social media model that works
    • SEO and social media model Why? Why do you need an SEO and social media model?
    • SEO and social media model Why? Why do you need an SEO and social media model?  Because the digital world is evolving at a rapid rate and change is constant with digital marketing
    • SEO and social media model As you know, the digital world is evolving…  The internet is an ever evolving medium and change is just around the corner with no sign of stopping anytime soon.  20 years ago, no one could have predicted where we are today and that we would have a “Google” that can determine the success of a business.  No one knew back in the day that a couple of keywords relevant to the services and products of a business can either create major success, or be the downfall of them.  Who would have thought that many businesses will rely on a simple index (Google) to be one of the main factors and KPI’s to determine success online?  Who could have guessed that mobile devices will play such an important role in our everyday business lifestyle?
    • SEO and social media model General Google stats Google isn’t big, it’s massive and still the #1 source to find information online.       Google search generates over 100 billion searches per month (3.3 billion per day) Google states that it has found 30 trillion “unique addresses” on the web (websites, web apps, other stuff connected to the web) Everyday, Google crawls 20 billion websites With all the searches happening everyday, they have to make sure their algorithm is up to date Each year, Google changes its search algorithm around 500–600 times. The last major updates of the Google search algorithm:  Penguin 2.1 – October 4 2013  Hummingbird (complete algorithm update) – August 20 2013  In depth articles – August 6 2013  Un named update – July 26 2013  Knowledge graph extension – July 19 2013 All these updates has a huge effect on SEO and business
    • SEO and social media model Google’s search algorithm Why are they constantly updating and changing their search algorithm?
    • SEO and social media model Google’s search algorithm Why are they constantly updating and changing their search algorithm?  Create the best user experience for their customers (practically anyone that searches on Google).  Provide only the most relevant and up to date information to their customers.
    • SEO and social media model Social media Social media has also changed tremendously over the last couple of years and is making a big impact on the media scene due to the real time nature of this medium and because it’s “social”. Basic social media growth stats: South Africa     Facebook: over 8 million members, up from 6.8-million last year; Twitter: over 4.8 million members, up from 2.43-million last year; LinkedIn: over 2.3 million members, up from 1.93-million last year; and Google+: around 500,000 members Arthur Goldstuck – World Wide Worx Social media keeps on growing at a rapid rate with no sign of stopping soon Due to the success of social media to connect people together basically anywhere in the world, Google decided to integrate social media into their core search functionality and it’s already integrated into their search algorithm – social signals
    • SEO and social media model Why social signals? Why did Google integrate “social signals” into their search algorithm?
    • SEO and social media model Why social signals? Why did Google integrate “social signals” into their search algorithm? 1. The world is becoming more social (Today’s kids are tomorrow’s consumers and they are growing up with all the social media channels around). As this generation ages, more consumers will spend more time on social media channels, likely causing an increase in social signals as those consumers interact with their favorite brands on the Web. 2. People are human and are more likely to trust a website recommended personally by their friends than by a search engine. 3. Websites with a strong social presence have better conversion rates and brand loyalty, leading to more sales, more word-of-mouth referrals, and greater brand awareness, which all lead to more positive reviews and inbound links. Moz.com
    • SEO and social media model SEO and social media With Google integrating social signals into their algorithm, why measure social media and SEO in their own silos? 1. Do you know how much a Facebook like is worth? 2. Do you know how much is a Tweet update is worth? 3. How many conversions does our blogging generate? 4. Do you really know how valuable (financially) is social media to our campaigns? 5. Do you know how much ROI is generated by social media marketing for your business?
    • SEO and social media model SEO and social Due to the fact that social media provides huge social signals to the search engines, SEO and social media should work hand in hand. What are the benefits:  Social signals  SEO benefits (increase organic rankings, engagement score, transparency)  Online credibility  Online visibility  Real time community engagement Google saying: others have to like you first before Google will like you  It’s also easier to measure  Social media ROI  Conversions  Reaching business goals
    • SEO and social media model SEO and social media How can you integrate SEO and social media together?
    • SEO and social media model SEO and social medai How can you integrate SEO and social media together? It’s easy to integrate SEO and social media into one silo and measure the results so that both mediums work together. To do this, you need a clearly defined strategy (marketing model) on each campaign that will consists of the following: 1. 2. 3. 4. 5. Research (events, theme calendar) Campaign information Content blueprint Campaign checklist Measurement
    • SEO and social media model Why, why, why, why… Why use this marketing process model?
    • SEO and social media model Why, why, why, why… Why use this marketing process model? It will give you a clear path and package with all of your SEO and social media campaigns, a means to measure the results, and provide enough documentation to move all of your SEO and social media strategies forward. Benefits include:       Focus on social signals Integrate SEO and social media together Your campaigns will be well documented Validated learning (Lean startup) Focus on what works Measure success
    • SEO and social media model 1. Research Research the campaign/event including the following:  Keywords that are going to be targeted  Search intent (navigational, informational, financial)  Campaign specific keywords  Call to action (sales funnel)  Time frame  Competitors  SMART process  Specific  Measurable  Achievable  Realistic  Time bound
    • SEO and social media model 2. Campaign information This includes information regarding the campaign and consists of the following:      Date of the campaign Objective Goal Target Platform  Online  Offline  Channels  List of channels to be used  Message  Basic measurement information
    • SEO and social media model 3. Content blueprint This will consist of the content that will be published mainly on the blog and other channels and consist of the following:         Campaign name Campaign date Title Message Tone Target URL Main Keywords Secondary keywords
    • SEO and social media model 4. Campaign checklist The checklist is the weekly action plan of the campaign and will consist of the following:  Campaign action plan  When the messages and content goes out  Which channels to target  Detailed calendar on events
    • SEO and social media model 5. Measurement Information on how you are going to measure the campaign and will consist of the following:     ROI Traffic generated Unique visitors Conversions
    • SEO and social media model Questions?
    • THANK YOU! Twitter: @AntonRSA Web: http://www.antonkoekemoer.co.za