Social Media Optimisation
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Social Media Optimisation: a copy of the presentation delivered by James Fairweather, Coast Digital from the CIM Hertfordshire, Social Media Marketing Boot Camp held at the University of Hertfordshire ...

Social Media Optimisation: a copy of the presentation delivered by James Fairweather, Coast Digital from the CIM Hertfordshire, Social Media Marketing Boot Camp held at the University of Hertfordshire Business School on 16 September 2011

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Social Media Optimisation Presentation Transcript

  • 1. Social Media OptimisationWith James Fairweather of Coast Digital.Marketing you can measure TM
  • 2. Social Media OptimisationHello. A little bit about me.5 Years in search, Agency-sideDigital Strategy & Online Marketing ConsultantSEO, Social Media, Paid Search, Conversion Rate Optimisation, Affiliate Marketing
  • 3. Social Media OptimisationWho is this for?Marketers. Those with in-house marketing teams and those that use anagency (or agencies) for their Online Marketing activity and who want tounderstand how to use Social media to:•Have an impact on their SEO•Justify social media investment based on the ROI through SEO.
  • 4. Social Media OptimisationSocial Media + Search Engine Optimisation = Social Media Optimisation.
  • 5. Social Media OptimisationSo what is it?What is SMO about? Driving traffic to a website using social media.Ultimately using search and social media to increase your online sales or leads.
  • 6. Social Media Optimisation Social promotion of content generates natural linksAccording to Twitter, around 25% of all Tweets contain a URL.
  • 7. Social Media Optimisation Social networks drive trafficSomeone who is engaging with your social profile has already pre-qualified themselves.
  • 8. Social Media Optimisation Social networking increases online brand presenceWhen you combine your SEO and social media marketing, you‟ll create a much more powerful and comprehensive online marketing strategy.
  • 9. Social Media Optimisation Social promotion of content generates natural links According to Twitter, around 25% of all Tweets contain a URL. Social networks drive trafficSomeone who is engaging with your social profile has already pre-qualified themselves. Social networking increases online brand presence When you combine your SEO and social media marketing, you‟ll create a much more powerful and comprehensive online marketing strategy.
  • 10. Social Media Optimisation SEOWhat is it?
  • 11. Social Media Optimisation“Search Engine Optimisation”Improving sites, so that they are more visible in the organic results fromsearch engines.Increased visibility, generating more of the right kind of traffic.In turn, generating more enquiries and more business.Ultimately, make more revenue!
  • 12. Social Media Optimisation SEO.What is it?
  • 13. Social Media OptimisationWhere do people click?
  • 14. Social Media OptimisationUK Search Engine Share – August 2011
  • 15. Social Media Optimisation SEOHow did it work before Social Media?
  • 16. Social Media Optimisation
  • 17. Social Media Optimisation SEO.Without links, the engines might never find this page How did it work before Social Media?
  • 18. Social Media OptimisationGoogle looks at the neighbourhood a site „sits in‟.Looking at the quality of links to the site, Google can assume a level of trust. SEO. How did it work before Social Media?
  • 19. Social Media Optimisation Google look at the neighbourhood a site „sits in‟.Looking at the quality of links to the site, Google can assume a level of trust. Source: SEOMOZ
  • 20. Social Media Optimisation SEOWhat is changing?
  • 21. Social Media OptimisationGoogle Panda
  • 22. Social Media Optimisation
  • 23. Social Media OptimisationGoogle‟s „Vince‟ Brand Update
  • 24. Social Media OptimisationGoogle‟s Brand Update
  • 25. Social Media OptimisationUltimately, Google are looking to improve the results that they present to users.
  • 26. Social Media OptimisationSocial Media
  • 27. Social Media Optimisation Social MediaYoure familiar with the channels already.
  • 28. Social Media Optimisation“The term Social Media refers to the use of web-based andmobile technologies to turn communication into an interactivedialogue.”
  • 29. Social Media OptimisationWhat has been changing & how fast?
  • 30. Social Media OptimisationWhy would social signals be good for search engines?
  • 31. Social Media OptimisationWhy would social signals be good for search engines?
  • 32. Social Media OptimisationFreshness
  • 33. Social Media OptimisationFreshness is a valid property of online content
  • 34. Social Media Optimisation
  • 35. Social Media Optimisation
  • 36. Social Media Optimisation
  • 37. Social Media OptimisationInto notes: Source: Google Trends
  • 38. Social Media Optimisation People trust human recommendations and endorsement. If relevance is key to keeping Googles search share, they have to adapt. 53% of people on Twitter recommend companies and/or products in theirTweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010)
  • 39. Social Media OptimisationHow social and search are amalgamating.
  • 40. Social Media Optimisation 200 million twitter users. Over 750 Million active Facebook users. 25 million Google Plus users.Search engines would have to be crazy to ignore this volume of usage.
  • 41. Social Media OptimisationSocial as a Ranking Signal.“We do look at the social authority of a user. This can add a little weight to alisting in regular search results.”“Yes, we do use it as a signal. It is used as a signal in our organic and newsrankings.”“The purpose of any ranking signal is to improve overall search quality. For+1‟s and other social ranking signals, as with any new ranking signal, we‟ll bestarting carefully and learning how those signals are related to quality.”
  • 42. Social Media Optimisation there are 200 million twitter users. <<more stats in here>>search engines would be crazy to ignore this kind of volume. Source: SEOMOZ
  • 43. Social Media OptimisationWhat are the effects of this cross-over now?
  • 44. Social Media OptimisationWhat are the effects of this cross-over now?
  • 45. Social Media Optimisation•Search engines are open about using likes, tweets and social endorsementsas ranking signals.•New content gets indexed more quickly.•If content is relevant in the social space, it can rank much more effectively.•More difficult to game - as a result the quality of search results will improve.•Google are customising search result to you based on your social circles.
  • 46. Social Media OptimisationWhat will happen in the future?
  • 47. Social Media Optimisation•Social media has grown so quickly thatGoogle have to play catch-up to ensurethat they are returning users the mostrelevant content.•It is likely that human endorsementfactors will overtake traditional linkbased ranking factors.•Results are more likely to be based onreal-time noise and activity.
  • 48. Social Media OptimisationWhat can you do now? and why should you do it?
  • 49. Social Media Optimisation On your site:• Blogging – make content people want to share.• Social buttons – make it easy to share.• Viral content – create a stir.
  • 50. Social Media OptimisationSocial Buttons
  • 51. Social Media OptimisationSocial Buttons
  • 52. Social Media OptimisationBut don‟t overdo it.
  • 53. Social Media Optimisation Viral ContentOver 5000 inbound links resulting in a the top video ranking for “blender”
  • 54. The InfographicMobile app vs. Mobile web.
  • 55. The InfographicWhere is Google making their money?
  • 56. Social Media OptimisationOn social networks•Optimise your content for visibility & use keyword targets•Twitter - hashtags, look at whats trending, and link to relevant content
  • 57. Video Optimisation Social Media Optimisation
  • 58. Social Media OptimisationWhat can you do? Takeout tips
  • 59. Social Media Optimisation• Register all social profiles. Much easier than trying to reclaim them later• Build up the most valuable ones for your brand - for example, LinkedIn ismore relevant for many b2bs and service providers than Facebook right now.• Inter-link profiles where appropriate. (SEO benefit)• Optimise your posts, videos & social profiles with keywords, brand termsand links to your content.
  • 60. Social Media Optimisation• Get a blog & social buttons & put together a content strategy. Content isking! It will continue to be!• Using social media for link building - target your followers with crafted link-bait. with the right analysis, link building tactics can be much more targeted.• Dominate brand search for your own brand name. This is great forreputation management too.
  • 61. Dominate brand and not domaine examples.
  • 62. Dominate brand and not domaine examples.
  • 63. Social Media OptimisationMeasuring itAt an early stage, set objectives specifically for SEO alongside your main social objectives.• Obtain retweets,• Shares,• Likes,• Generated links,• Traffic driven through social channelsReport, measure and react to how these perform over time.
  • 64. Social Media Optimisation Good Search Strategy is all about EngagementAs you begin to look into Social Media Optimisation more deeply, you start to become a lot more connected with your audience.Even if you began with an obsession around search engine rankings, If you do this correctly, you‟ll end up being obsessed with your clients wants, needs and thoughts.
  • 65. Social Media OptimisationTo wrap up...
  • 66. Social Media OptimisationAs a live example; we‟ll use this set of slides as a part of our own marketing campaign.
  • 67. Social Media Optimisation• Slides onto SlideShare.• YouTube webcast.• Post excerpts onto twitter.• Publish and share on LinkedIn & through groups.• Add posts to our blog on site.• Post tweets up with relevant hashtags #socialmedia #SEO #SMO and sharewith our followers.•Support the publication of upcoming guides and whitepapers.
  • 68. Social Media OptimisationFrom this activity, we will be aiming to;1. Generate links back to our site.2. Boost the visibility of our social platforms.3. Gain relevant, targeted traffic to our site.4. Engage in more conversation within the industry.5. Build further recognition for our brand through improved search results.
  • 69. Social Media OptimisationOne More thing...
  • 70. Social Media OptimisationPrivate LinkedIn group for this session for Q&A, http://linkd.in/nbxXg8Weve also got a free Social Media guide for business. If youd like a copy,connect with us online or leave a card with me.james.fairweather@coastdigital.co.uklinkedin.com/in/jamesfairweathertwitter.com/j_fairweather (@j_fairweather)All these links will go up on our blog on the Coast Digital site later so dontworry if you miss them. Marketing you can measure TM
  • 71. Social Media OptimisationSources, References & Creditshttp://searchenginewatch.com/article/2104571/Google-Panda-6-Months-Out-Still-Has-People-Baffledhttp://searchenginewatch.com/article/2080032/Top-5-Google-Panda-Update-SEO-Survival-Tipshttp://www.seomoz.comhttp://www.searchengineland.comhttp://www.seounique.com/blog/google-brand-update-february-2009/Nichola Stott at http://www.themediaflow.comhttp://www.seomoz.org/article/search-ranking-factorshttp://www.techcrunch.comWill it blend iPad? http://www.youtube.com/watch?v=lAl28d6tbkohttp://www.zabisco.com/blog/?p=2164http://www.wordstream.com/blog/ws/2011/07/18/most-expensive-google-adwords-keywordswww.google.com/trends