B2B Social Media Huddle - Omar Kattan and Matt Bamford-Bowes - SEO & SMO
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B2B Social Media Huddle - Omar Kattan and Matt Bamford-Bowes - SEO & SMO

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Omar Kattan and Matt Bamford-Bowes, shaerd these slides on SEO and SMO at the #dellb2b huddle today in Bracknell.

Omar Kattan and Matt Bamford-Bowes, shaerd these slides on SEO and SMO at the #dellb2b huddle today in Bracknell.

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  • Hi Marcus. Sorry for the slow response and the seemingly missed opportunity. Perhaps we should talk in more detail on this and other topics? My email is matthew.bamford-bowes@mediacom.com or matt@digigen.co.uk.
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  • Hi guys - I like your deck a lot - well done. I specifically like the element of connecting social content to commerce via tagging. At the core that's the center piece of a webinar I'm giving on Thursday. If your so inclined, I'd definitely be interested in your feedback: http://lfov.net/webrecorder/s?kid=57&cid=LF_82373698
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B2B Social Media Huddle - Omar Kattan and Matt Bamford-Bowes - SEO & SMO Presentation Transcript

  • 1. Social Media Optimisation for Business Performance
    Dell Marketing Huddle
    Presented by: Matt Bamford-Bowes (Head of Social Media) & Omar Kattan (Head of Natural Search)
  • 2. Team focused on the manufacture, distribution and evaluationof content on any platform
    Helping brands to effectively participate in, and exploit this new age
  • 3. Our world works within three areas
    Earned
    Bought
    Owned
  • 4. McKinsey Purchase Cycle
    Earned
    Owned
    Bought
  • 5. 5
    Jeff Jarvis says...
    “The modern brand needs to look beyond the search engine...beyond simply updating website content...
    ...they can generate more conversations (within social media) where real humans discuss information or they can leave it on Google where content ferments like wine or cheese”
    *Fast Company Magazine, December 2009 Edition
  • 6. Two key terms:
    Social Content: MBA Definition: Content of any format that is specifically produced for social distribution, sharing or to drive conversation
    Social Media Optimisation: MBA Definition: The optimisation of social content and social media channels through SEO techniques
  • 7. There are three key points to social media
    Content
    (Content Specialist)
    Commerce
    (Response Specialist)
    Conversation
    (PR Specialist)
  • 8. THE KEY IS CONTENTSocial content drives dwell time, creating higher levels of awareness, consideration and purchase intent
    30 seconds
    interaction with branded game
    60 seconds
    interaction with branded game
    90 seconds
    interaction with branded game
    Ad unit
    Control
    +33%
    +24%
    +15%
    +9%
    % Purchase Intent Increase
    MediaCom Branded Research
  • 9. Leading with content empowers you to engage in conversation and commerce
    Content
    (Content Specialist)
    By tracking/tagging content correctly, we can deliver improvements to DR performance
    By leading with content we have “permission” to engage in conversation
    Commerce
    (Response Specialist)
    Conversation
    (PR Specialist)
    Commerce is an ongoing optimisation process
    Conversation enables us to deliver a targeted commercial solution
  • 10. 5 Stages to Good Business Content
    Who do we want to engage in conversation?
    Identify Audience Requirements
    Perform Audit of Existing Content (Create Content Library)
    Package/Repurpose/Create content for Content Distribuion
    Identify Distribution Channels
    Optimise via Social Media Optimisation
    What do we have?
    Format, Recency, Topical, Uniqueness
    What format is best for the audience?
    Short-Form Video, Audio, Research Papers
    Where are the audience engaging?
    Blogs, Twitter, Social Profiles, Bespoke Networks
    SMO all our assets
  • 11. Social Content becomes important as we optimise to drive SEO performance
    Content
    (Content Specialist)
    By spotlight tag content correctly, we can deliver improvements to DR
    By leading with content we have “permission” to engage in conversation
    SEO
    Performance
    Commerce
    (Response Specialist)
    Conversation
    (PR Specialist)
    Commerce is an ongoing optimisation process
    Conversation enables us to deliver a targeted commercial solution
  • 12. Optimisation Strategy
    is not just about the integration of Paid and Natural Search ….. But about what the consumer sees and interacts with on the Search Engine Results Page (SERP)
  • 13. Why SMO Performance is Important
    #1 Position Only Gets 42% of Clicks
    Source: Leaked AOL Data
  • 14. Cross Over Between SEO & SMO
    50%
    Earned
    Linking
    Owned
    30%
    Content
    20%
    Coding & Structure
    Owned
  • 15. Seven Steps to SMO Success
    Register Brand Name in Social Media Sites
    Create a Custom Appealing Design
    Provide Ongoing Relevant Unique Social Content
    Optimise Content For “Blended” Search
    Link Brand To Profiles
    If Necessary Automate Update Process
    Participate in Community