Social Media Optimisation for Business Performance<br />Dell Marketing Huddle<br />Presented by: Matt Bamford-Bowes (Head ...
Team focused on the manufacture, distribution and evaluationof content on any platform<br />Helping brands to effectively ...
Our world works within three areas<br />Earned<br />Bought<br />Owned<br />
McKinsey Purchase Cycle<br />Earned<br />Owned<br />Bought<br />
5<br />Jeff Jarvis says...<br />“The modern brand needs to look beyond the search engine...beyond simply updating website ...
Two key terms:<br />Social Content:  MBA Definition: Content of any format that is specifically produced for social distri...
There are three key points to social media<br />Content<br />(Content Specialist)<br />Commerce<br />(Response Specialist)...
THE KEY IS CONTENTSocial content drives dwell time, creating higher levels of awareness, consideration and purchase intent...
Leading with content empowers you to engage in conversation and commerce<br />Content<br />(Content Specialist)<br />By tr...
5 Stages to Good Business Content<br />Who do we want to engage in conversation?<br />Identify Audience Requirements<br />...
Social Content becomes important as we optimise to drive SEO performance <br />Content<br />(Content Specialist)<br />By s...
Optimisation Strategy<br />is not just about the integration of Paid and Natural Search ….. But about what the consumer se...
Why SMO Performance is Important<br />#1 Position Only Gets 42% of Clicks<br />Source: Leaked AOL Data<br />
Cross Over Between SEO & SMO<br />50%<br />Earned<br />Linking<br />Owned<br />30%<br />Content<br />20%<br />Coding & Str...
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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.

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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

  1. 1. Social Media Optimisation for Business Performance<br />Dell Marketing Huddle<br />Presented by: Matt Bamford-Bowes (Head of Social Media) & Omar Kattan (Head of Natural Search)<br />
  2. 2. Team focused on the manufacture, distribution and evaluationof content on any platform<br />Helping brands to effectively participate in, and exploit this new age<br />
  3. 3. Our world works within three areas<br />Earned<br />Bought<br />Owned<br />
  4. 4. McKinsey Purchase Cycle<br />Earned<br />Owned<br />Bought<br />
  5. 5. 5<br />Jeff Jarvis says...<br />“The modern brand needs to look beyond the search engine...beyond simply updating website content...<br />...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”<br />*Fast Company Magazine, December 2009 Edition<br />
  6. 6. Two key terms:<br />Social Content: MBA Definition: Content of any format that is specifically produced for social distribution, sharing or to drive conversation<br />Social Media Optimisation: MBA Definition: The optimisation of social content and social media channels through SEO techniques<br />
  7. 7. There are three key points to social media<br />Content<br />(Content Specialist)<br />Commerce<br />(Response Specialist)<br />Conversation<br />(PR Specialist)<br />
  8. 8. THE KEY IS CONTENTSocial content drives dwell time, creating higher levels of awareness, consideration and purchase intent <br />30 seconds<br />interaction with branded game<br />60 seconds <br />interaction with branded game<br />90 seconds<br />interaction with branded game<br />Ad unit<br />Control<br />+33%<br />+24%<br />+15%<br />+9%<br />% Purchase Intent Increase<br />MediaCom Branded Research<br />
  9. 9. Leading with content empowers you to engage in conversation and commerce<br />Content<br />(Content Specialist)<br />By tracking/tagging content correctly, we can deliver improvements to DR performance<br />By leading with content we have “permission” to engage in conversation<br />Commerce<br />(Response Specialist)<br />Conversation<br />(PR Specialist)<br />Commerce is an ongoing optimisation process<br />Conversation enables us to deliver a targeted commercial solution<br />
  10. 10. 5 Stages to Good Business Content<br />Who do we want to engage in conversation?<br />Identify Audience Requirements<br />Perform Audit of Existing Content (Create Content Library)<br />Package/Repurpose/Create content for Content Distribuion<br />Identify Distribution Channels<br />Optimise via Social Media Optimisation<br />What do we have?<br />Format, Recency, Topical, Uniqueness<br />What format is best for the audience?<br />Short-Form Video, Audio, Research Papers<br />Where are the audience engaging?<br />Blogs, Twitter, Social Profiles, Bespoke Networks<br />SMO all our assets<br />
  11. 11. Social Content becomes important as we optimise to drive SEO performance <br />Content<br />(Content Specialist)<br />By spotlight tag content correctly, we can deliver improvements to DR<br />By leading with content we have “permission” to engage in conversation<br />SEO<br />Performance<br />Commerce<br />(Response Specialist)<br />Conversation<br />(PR Specialist)<br />Commerce is an ongoing optimisation process<br />Conversation enables us to deliver a targeted commercial solution<br />
  12. 12. Optimisation Strategy<br />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)<br />
  13. 13. Why SMO Performance is Important<br />#1 Position Only Gets 42% of Clicks<br />Source: Leaked AOL Data<br />
  14. 14. Cross Over Between SEO & SMO<br />50%<br />Earned<br />Linking<br />Owned<br />30%<br />Content<br />20%<br />Coding & Structure<br />Owned<br />
  15. 15. Seven Steps to SMO Success<br />Register Brand Name in Social Media Sites<br />Create a Custom Appealing Design <br />Provide Ongoing Relevant Unique Social Content<br />Optimise Content For “Blended” Search<br />Link Brand To Profiles<br />If Necessary Automate Update Process<br />Participate in Community<br />
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