When Social Media Meets SEO

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At the 2011 Luxury Interactive London conference, Pablo Mauron, Search & Display Business Unit Manager at Digital Luxury Group (DLG), outlined the importance of linking Social Media and SEO strategies …

At the 2011 Luxury Interactive London conference, Pablo Mauron, Search & Display Business Unit Manager at Digital Luxury Group (DLG), outlined the importance of linking Social Media and SEO strategies and shared DLG's return on experience after 3 years of SEO projets and 2 years of Social Media for TAG Heuer.

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  • 1. When  Social  Media  meets  SEO The  TAG  Heuer  case Frédéric  Layani,  International  CRM/Internet  Manager Pablo  Mauron,  Search  &  Display  Business  Unit  Manager 24th  of  May  2011,  Luxury  Interactive  London  201
  • 2. About  Digital  Luxury  Group •   Created  in  2011  (formerly  IC-­‐‑Agency) • More  than  10  years  of  experience  in  the  creation  and  implementation  of  digital  strategies  for  premium  and  luxury  brands. •   First  international  company  solely  dedicated  to  the  success  of  luxury  brands  online •   Headquartered  in  Geneva,  SwiUerland •   Affiliates  in  Asia  (Shanghai)  and  the  USA  (New  York) ©  Digital  Luxury  Group,  DLG  SA,  2011 2
  • 3. About  TAG  Heuer  (a  brand  of  LVMH) •  1  corporate  website,  15  satellite  websites,  strong  presence   on  major  social  media  platforms. •  >  1’500’000  visits/month  on  TAG  Heuer  websites     (  +17%  yearly  increase) •   >  200’000  fans  on  Facebook  acquired  in  two  years   (~140’000  fans  generated  last  year  –  Apr10  to  Apr  11) TAG  Heuer  has  been  awarded  first  place  in  the  “Watches”  category  of  the  "ʺDigital  IQ  Index”  for  two  consecutive  years. ©  Digital  Luxury  Group,  DLG  SA,  2011 3
  • 4. Objectives  of  this  presentation •  Share  the  return  on  experience  acquired  during   3  years  of  SEO  projects  and  more  than  2  years   of  Social  Media  for  TAG  Heuer. •  Present  some  key  findings  regarding  the   existing  link  between  SEO  and  Social  Media. •  Provide  strategic  insights  and  actionable   recommendations  to  develop  your  Social   Media  audience  while  reaching  your  digital   goals. ©  Digital  Luxury  Group,  DLG  SA,  2011 4
  • 5. Some  social  media  opportunities Word-­‐‑of-­‐‑mouth The  Apollo  Project  2011 ROI  generated  in  1  week: •  10,000  fans •  3,000  Facebook  signals •  35,000  articles  indexed  in  Google Source:  Screenshots  from  the  “Apollo  Project”  webcast  –  DLG,  Mar  2011 ©  Digital  Luxury  Group,  DLG  SA,  2011 5
  • 6. Some  Social  Media  opportunities PPC  Advertising Facebook  Campaigns Targeting CTR ATR Men 0.04% 53% 35-­‐‑50  years Mentioning  TAG  Heuer Friend  with  existing  fans Men 0.05% 41% 35-­‐‑50  years Friend  with  existing  fans Men 0.05% 35% 25-­‐‑60  years Source:  Benchmark  of  Facebook  targeting  parameters  –  DLG,  Jan  2010 ©  Digital  Luxury  Group,  DLG  SA,  2011 6
  • 7. Do  we  know  our  fans? Who  visits  www.tagheuer.com? How  many  fans  are  part  of  the   CRM  database? Which  models  do   they  own? What  are  their   emails? Who  receives  the  newsleper? ©  Digital  Luxury  Group,  DLG  SA,  2011 7
  • 8. How  to  break  silos? tagheuer.com (~1.5M  unique  visitors  /  month) ~1,500,000  exact  match  queries  submiped  to  Google  every   month  for    “tag  heuer” Facebook.com/TAGHeuer ©  Digital  Luxury  Group,  DLG  SA,  2011 (~200K  fans) 8
  • 9. Technical  Insights Impact  of  Social  Media  on  search  engines ©  Digital  Luxury  Group,  DLG  SA,  2011 9
  • 10. Technical  Insights  about  Social  Signals Google  and  Bing  confirmed  the  consideration  of  social  signals  in  their  search  algorithm  in  Jan  2011(1)  (2) Page  Shared Comments/Likes Tweets (1)  hpp://www.seomoz.org/blog/facebook-­‐‑twipers-­‐‑influence-­‐‑google-­‐‑search-­‐‑rankings (2)  hpp://searchengineland.com/what-­‐‑social-­‐‑signals-­‐‑do-­‐‑google-­‐‑bing-­‐‑really-­‐‑count-­‐‑55389   ©  Digital  Luxury  Group,  DLG  SA,  2011 10
  • 11. Leveraging  Social  Media  for  SEO  (and  the  opposite) A  few  tips  for  a  hands  on  approach: ©  Digital  Luxury  Group,  DLG  SA,  2011 11
  • 12. Facebook  as  an  acquisition  channel There  is  no  reason  for  Facebook  not  to  be  your   top  referring  site  (except  if  you  don’t  use  it) ©  Digital  Luxury  Group,  DLG  SA,  2011 12
  • 13. Facebook  as  an  acquisition  channel About  Facebook.com •  63%  of  reach  on  the  global  tagheuer.com  audience  * •  A  global  post  on  TAG  Heuer’s  wall  generates  ~130K  imp.* F a c e b o o k   c u m u l a t e s   t h e  biggest   reach   on   the   web,   and  an   affinity   close   to   100%   if   we  focus  on  the  fan  base.   *  Source:  Google  AdPlanner  and  Facebook  Insights  –  DLG,  May  2011 ©  Digital  Luxury  Group,  DLG  SA,  2011 13
  • 14. Facebook  as  an  acquisition  channel •  Since  mid-­‐‑2010,  Facebook  is  the  external  site   bringing  the  most  visits  to  tagheuer.com     •  Facebook.com  is  the  ONLY  website  to  be  listed  in   the  Top  10  referring  sites  in  all  Western  Europe   countries  and  USA •  Visits  driven  by  Facebook  on  tagheuer.com  are   qualified: –  ~4  pages/visits –  Avg.  Time  on  Site  >  3  minutes –  65  %  of  new  visitors ©  Digital  Luxury  Group,  DLG  SA,  2011 14
  • 15. Tagheuer.com  is  a  fan  maker With  >  1,500,000  unique  visitors  a  month,  TAG  Heuer  online   ecosystem  represents  a  great  opportunity  to  acquire  fans ©  Digital  Luxury  Group,  DLG  SA,  2011 15
  • 16. Tagheuer.com  is  a  fan  maker •  Integrate  Facebook  (or  Twiper)  on  sections  where  it   brings  added-­‐‑value •  Leverage  on  the  community’s  area  of  interest ©  Digital  Luxury  Group,  DLG  SA,  2011 16
  • 17. Tagheuer.com  is  a  fan  maker Deciphering  your  fans’  areas  of  interest  will  help  to  integrate  Facebook  to  appropriate  sections: Peak  of  interactions  observed  for  posts  related  to  TAG  Heuer   products  or  ambassadors. Source:  Facebook  Insights  –  DLG,  Dec  2010 ©  Digital  Luxury  Group,  DLG  SA,  2011 17
  • 18. Increase  your  “FaceRank” ~1,500,000  monthly  queries  for  “tag  heuer”   cannot  be  ignored ©  Digital  Luxury  Group,  DLG  SA,  2011 18
  • 19. Increase  your  “FaceRank” •  By  nature,  Facebook  benefits  a  strong  authority  towards   search  engines. •  Basic  optimizations  can  help  to  give  more  visibility  to   your  fan  page  (and  twiper  page)  in  Google. ©  Digital  Luxury  Group,  DLG  SA,  2011 19
  • 20. Increase  your  “FaceRank”  for  SEO The  custom  tab  provides  Google  with  a  page  with  a  source  code  containing  unique  content  with  text,  links  and  image… As  seen  by  the  user: As  seen  by  Google  robots: ©  Digital  Luxury  Group,  DLG  SA,  2011 20
  • 21. Increase  your  “FaceRank”  for  SEO A  few  dos… …  and  some  don’ts   ©  Digital  Luxury  Group,  DLG  SA,  2011 21
  • 22. SEO  for  brand  protection First  page  results  are  key  for  replica  sites  and/or  grey  market  retailers  willing  to  “hijack”  the  traffic  related  to  your  brand   TAG  Heuer  Facebook  page   ranks  directly  after  official   TAG  Heuer  sites  contributing   to  secure  the  first  page  results ©  Digital  Luxury  Group,  DLG  SA,  2011 22
  • 23. Assessment  /  Monitoring  –  Some  KPIs  to  watch QUALITY  VS.  QUANTITY Source  :  World  Watch  Report  2011  –  www.worldwatchreport.com  -­‐‑  DLG  May  2011 ©  Digital  Luxury  Group,  DLG  SA,  2011 23
  • 24. Key  findings •  The  range  of  Facebook  purposes,  and  its   impact  on  brands,  will  keep  growing     (F-­‐‑commerce,  integration  in  search   results). •  The  digital  strategy  should  not  be   organized  in  silos.  It  must  capitalize  on   each  platform  strengths. •  Building  a  Facebook  community  should   not  be  a  goal  itself,  it  is  “just”  a  means   serving  your  global  digital  objectives. ©  Digital  Luxury  Group,  DLG  SA,  2011 24
  • 25. Numbers  speaking  louder  than  words… Monthly    queries  for  ”TAG  Heuer”  in  Google  =  ~400,000 Avg.  CTR  observed  for  5th  position  in  Google  =  ~5% If  the  Facebook  page  ranks  in  Google  in  5th  position  for   the  ”TAG  Heuer”  query: 400,000  *  5%  *  12  month  =  240,000  potential  visits  over  a  year Considering  a  theoretical  PPC  of  €0.5  when  advertising  on  Facebook: 240,000  *  0.5€  =  €  120,000  of  potential  traffic  value ©  Digital  Luxury  Group,  DLG  SA,  2011 25
  • 26.    Pablo  Mauron  Search  &  Display  Business  Unit  Manager    Digital  Luxury  Group,  DLG  SA  7,  avenue  Krieg  1208  -­‐‑  Genève  Tel:  +41  22  702  07  61  Fax:  +41  22  702  07  69  E-­‐‑mail:  pmauron@digital-­‐‑luxury.com  Web:  www.digital-­‐‑luxury.com   ©  Digital  Luxury  Group,  DLG  SA,  2011 26