MIPAA Presentation on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social media; and the challenges and opportunities of evaluating influence.

MIPAA Online Workshop
Maximising SEO in comms materials
Monitoring and engaging in social media
Evaluating, ranking and assessing influence

What is SEO?
Making it as easy as possible for people to find you through search engines

Keywords are king
Keywords are the words people use when they’re looking for you. If you use them too, they’ll find you.
List the keywords you know
You Competitor 1 Competitor 2... Name Web URL Public figures Brand names Brand URLs Key issues

Keywords are king
Keywords are the words people use when they’re looking for you. If you use them too, they’ll find you.
List the keywords you know
List the keywords you don’t know
Marketing literature, websites, media agencies
Google’s AdWords keyword tool https://adwords.google.com/select/KeywordToolExternal
Put them everywhere
Page titles, headings, links
Meta tags – title and description
Text – about 5 keywords per 100 words

Link up
More links give you higher rankings
Link outward
Link to other sites
Put keywords in anchor text of links
Encourage other sites to link to you
Link inward
Link your most important pages to all others
Use text navigation
Supplement graphics or ‘dynamic’ navigation with textual links

What is social media?
Sites that enable people to interact with each other

Find Listen Engage Influence
Use your keywords to find people on:
Google
Wikipedia
Boardreader
Facebook
Digg
Del.icio.us
Google Blog Search, Technorati
Rank them
Yahoo site explorer inlinks for websites https://siteexplorer.search.yahoo.com/
Technorati authority for blogs http://technorati.com/

RSS=Really Simple Syndication
Subscribe to RSS feeds using an aggregator
Use RSS aggregators to monitor core bloggers
Keep an ear open for other key conversations by subscribing to searches across social media
Additional platforms to consider:
YouTube
Twitter
Google News/Yahoo News
Friendfeed
Microsoft Live Web

Match the right content to the right people and outreach
Informality, relevance and transparency are key
Approach bloggers directly, owners of sites, moderators of forums or social sites
say who you are, where you’re from
mention something about their blog/site/forum
ideally offer them something
ask whether they'd mind you keeping them in the loop
leave it
DON'T do a standard mail-out!

Good relationships + time=influence

Evaluating influence
Challenges
What exactly are you measuring?
Who is listening to you?
Did you change behaviour?
Opportunities
Understand your brand
Earn love in bad times and thrive in good
Become the influencer

MIPAA Presentation on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social media; and the challenges and opportunities of evaluating influence.

by Brendan Cooper on Feb 06, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

Statistics

MIPAA Presentation on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social media; and the challenges and opportunities of evaluating influence. — Presentation Transcript