Social media optimisation aoc 2012

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  • 1. Social Media OptimisationWith James Fairweather of Coast Digital.Wednesday, 14th March 2012Marketing you can measure TM
  • 2. Social Media Optimisation Hello. A little bit about me. 5 Years Agency-side Digital Strategy & Online Marketing Consultant SEO, Social Media, Paid Search, Conversion Rate Optimisation, Affiliate MarketingMarketing you can measure TM
  • 3. Social Media Optimisation Who is this for? Marketers. With in-house marketing teams or those that use an agency (or more) for their Online Marketing activity, who want to understand how to use Social media to: i) Have an impact on their SEO ii) Justify social media investment based on the ROI through SEO.Marketing you can measure TM
  • 4. Social Media OptimisationDo ask questions as we go along!Marketing you can measure TM
  • 5. Social Media OptimisationSocial Media + Search Engine Optimisation = Social Media Optimisation. Marketing you can measure TM
  • 6. Social Media Optimisation So 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 visibility and conversions.Marketing you can measure TM
  • 7. Social Media Optimisation Social promotion of content generates natural links According to Twitter, around 25% of all Tweets contain a URL.Marketing you can measure TM
  • 8. Social Media Optimisation Social networks drive traffic Someone who is engaging with your social profile has already pre-qualified themselves.Marketing you can measure TM
  • 9. Social Media Optimisation 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.Marketing you can measure TM
  • 10. Social Media Optimisation Social promotion of content generates natural links According to Twitter, around 25% of all Tweets contain a URL. Social networks drive traffic Someone 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.Marketing you can measure TM
  • 11. Social Media Optimisation SEO What is it?Marketing you can measure TM
  • 12. 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 conversions. Marketing you can measure TM
  • 13. Social Media Optimisation SEO.What is it?
  • 14. Social Media OptimisationWhere do users click? Marketing you can measure TM
  • 15. Social Media Optimisation UK Search Engine Share – February 2012Marketing you can measure TM
  • 16. Social Media Optimisation SEO How did it work before Social Media?Marketing you can measure TM
  • 17. Social Media OptimisationMarketing you can measure TM
  • 18. Social Media Optimisation SEO.Without links, the engines How did it work before Social Media?might never find this page Marketing you can measure TM
  • 19. 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? Marketing you can measure TM
  • 20. 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.
  • 21. Social Media Optimisation SEO What is changing?Marketing you can measure TM
  • 22. Social Media Optimisation Google PandaMarketing you can measure TM
  • 23. Social Media Optimisation
  • 24. Social Media Optimisation Google‟s „Vince‟ Brand UpdateMarketing you can measure TM
  • 25. Social Media OptimisationGoogle‟s Brand Update
  • 26. Social Media Optimisation Ultimately, Google are looking to improve the results that they present to users.Marketing you can measure TM
  • 27. Social Media Optimisation Social MediaMarketing you can measure TM
  • 28. Social Media Optimisation Social Media Youre familiar with the channels already.Marketing you can measure TM
  • 29. Social Media Optimisation “The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue.”Marketing you can measure TM
  • 30. Social Media Optimisation What has been changing & how fast?Marketing you can measure TM
  • 31. Social Media Optimisation Why would social signals be good for search engines?Marketing you can measure TM
  • 32. Social Media Optimisation Why would social signals be good for search engines?Marketing you can measure TM
  • 33. Social Media Optimisation FreshnessMarketing you can measure TM
  • 34. Social Media Optimisation Freshness is a valid property of online contentMarketing you can measure TM
  • 35. Social Media OptimisationMarketing you can measure TM
  • 36. Social Media OptimisationMarketing you can measure TM
  • 37. Social Media OptimisationMarketing you can measure TM
  • 38. Social Media Optimisation Into notes:Marketing you can measure TM
  • 39. 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 their Tweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010)Marketing you can measure TM
  • 40. Social Media Optimisation How social and search are amalgamating.Marketing you can measure TM
  • 41. 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.Marketing you can measure TM
  • 42. Social Media Optimisation Social as a Ranking Signal. “We do look at the social authority of a user. This can add a little weight to a listing in regular search results.” “Yes, we do use it as a signal. It is used as a signal in our organic and news rankings.” “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 be starting carefully and learning how those signals are related to quality.”Marketing you can measure TM
  • 43. Social Media Optimisation there are 200 million twitter users. <<more stats in here>>search engines would be crazy to ignore this kind of volume.
  • 44. Social Media Optimisation What are the effects of this cross-over now?Marketing you can measure TM
  • 45. Social Media Optimisation What are the effects of this cross-over now?Marketing you can measure TM
  • 46. Social Media Optimisation •Search engines are open about using likes, tweets and social endorsements as 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.Marketing you can measure TM
  • 47. Search Plus Your WorldGSPYW is Google‟s firstversion of social enhancedsearch. It incorporatesdifferent interactions fromthe Google+ users in yourcircles.These range from URLs thathave been +1‟d to postedcontent on Google+ itself.Anything marked with thisicon is a personalisedresult:Marketing you can measure TM
  • 48. What is Search, plus your world?Google+ content from your circlesMarketing you can measure TM
  • 49. What is Search, plus your world?Related people and pagesMarketing you can measure TM
  • 50. Social Media Optimisation What will happen in the future?Marketing you can measure TM
  • 51. 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. Marketing you can measure TM
  • 52. Social Media Optimisation What can you do now? and why should you do it?Marketing you can measure TM
  • 53. Social Media Optimisation On your site: •Blogging – make content people want to share. •Social buttons – make it easy to share. •Viral or simply shareable content – create a stir.Marketing you can measure TM
  • 54. Social Media Optimisation Social ButtonsMarketing you can measure TM
  • 55. Social Media Optimisation Social ButtonsMarketing you can measure TM
  • 56. Social Media Optimisation But don‟t overdo it.Marketing you can measure TM
  • 57. Social Media Optimisation Viral Content Over 5000 inbound links resulting in a the top video ranking for “blender”Marketing you can measure TM
  • 58. The InfographicMobile app vs. Mobile web.
  • 59. The InfographicWhere is Google making their money?
  • 60. Social Media Optimisation On social networks Optimise your content for visibility & use keyword targets Twitter - hashtags, look at whats trending, and link to relevant contentMarketing you can measure TM
  • 61. Video Optimisation Social Media Optimisation
  • 62. Social Media Optimisation What can you do? Takeout tipsMarketing you can measure TM
  • 63. 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 is more relevant for many b2bs and service providers than Facebook right now. • Inter-link profiles where appropriate. (Pass link weight) • Optimise your posts, videos & social profiles with keywords, brand terms and links to your content.Marketing you can measure TM
  • 64. Social Media Optimisation • Add a blog & social buttons & put together a content strategy. Content is king! 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 for reputation management too.Marketing you can measure TM
  • 65. Dominate brand and not domaine examples.
  • 66. Dominate brand and not domaine examples.
  • 67. 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. Marketing you can measure TM
  • 68. Social Media Optimisation Good Search Strategy is all about Engagement As 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.Marketing you can measure TM
  • 69. Social Media Optimisation To wrap up...Marketing you can measure TM
  • 70. Social Media Optimisation As a live example; we‟ll use this set of slides as a part of our own marketing campaign.Marketing you can measure TM
  • 71. 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.
  • 72. 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.
  • 73. Social Media Optimisation One More thing...Marketing you can measure TM
  • 74. Social Media OptimisationPrivate LinkedIn group for this session for Q&A, http://linkd.in/smogroupWeve also got a free Social Media guide for business. If youd like a copy,connect with us online.james.fairweather@coastdigital.co.uklinkedin.com/jamesfairweathertwitter.com/j_fairweatherAll 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