A Mad Men Approach to Social
Media for the Search Marketers
Search Discovery is a Digital Analytics
and Search Marketing Agency.
Digital
Analytics
SEO +
Content
Strategy
Paid
Media
T...
The Product
@SEOPollyAnna
Connection to the product with great storytelling
Start with Communication Strategy
Specific. Measurable. Actionable. Relevant. Timebound.
@SEOPollyAnna
#Carousel80 is a ma...
Plan
Audience
Story
Channels
Process
Conversation
Measurement
• Content mission
• Content stakeholder
discovery
• Inventor...
Or This Methodology
@SEOPollyAnna
Marketing Stack
Create Timelines
Specific to the audience: high level for executive
@SEOPollyAnna
Define Assets
Know what you’re optimizing
@SEOPollyAnna
Video
Landing Pages
Images
Blog Posts
Channel-Specific
Markup for ...
Define Channel Priorities
Prioritize your paid, owned & earned opportunities
@SEOPollyAnna
Create Collaborative Calendars
Get strategic for Social & Search to thrive together
@SEOPollyAnna
Visualize with Content Pillars
Integrate with content, search and social
@SEOPollyAnna
Define Influencer Outreach
Build relationships & authority
@SEOPollyAnna
Nurture Relationships
You can’t automate relationships (aka automation isn’t strategy)
@SEOPollyAnna
Nurture Your Personal Brand
Establish topical/categorical authority
@SEOPollyAnna
EngageMedia&Movements
Define amplification opportunities
@SEOPollyAnna
Define Partnerships
Research partners for curation & collaboration
@SEOPollyAnna
Alignment on KPI’s
What does success look like?
@SEOPollyAnna
Collaboration Can Happen
Dare might things
@SEOPollyAnna
We Thank You
@SEOPollyAnna
Don Draper Thanks You 
@SEOPollyAnna
BONUS: Resources
Strategy, marketing, social, PR, content assets, historical perspective & creativity
① Content Strategy f...
Enjoy the show!
Lisa Williams
Search Discovery
Director | Content Strategy & Marketing
@SEOPollyAnna
Lisa.Williams@searchd...
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A Mad Men Approach To Social Media For Search Marketers By Lisa Williams

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SMX Advanced 2014 Session #SMX #12C - 25 Social Media Ideas For The Advanced Search Marketer - A Mad Men Approach To Social Media For The Search Marketers By Lisa Williams @Seopollyanna Of Search Discovery

Read more on social media marketing at http://marketingland.com

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A Mad Men Approach To Social Media For Search Marketers By Lisa Williams

  1. 1. A Mad Men Approach to Social Media for the Search Marketers
  2. 2. Search Discovery is a Digital Analytics and Search Marketing Agency. Digital Analytics SEO + Content Strategy Paid Media Technology @SEOPollyAnna
  3. 3. The Product @SEOPollyAnna Connection to the product with great storytelling
  4. 4. Start with Communication Strategy Specific. Measurable. Actionable. Relevant. Timebound. @SEOPollyAnna #Carousel80 is a marketing campaign that supports the awareness, consideration and purchase of the Kodak Carousel. We live in a world of abundance of information, abundance of photos of our life events, friends and family, but we have scarcity of time. The Kodak Carousel holds 80 slides and helps you tell the stories of your life and share that abundance in a way that connects us. With 80 slides we can organize our special moments and events into stories we can share and save for a lifetime. Join us in celebrating your life stories with #Carousel80
  5. 5. Plan Audience Story Channels Process Conversation Measurement • Content mission • Content stakeholder discovery • Inventory audit & curation • Persona/behavior identification • Content mapping • Campaign story • Authorship integration • Optimizing stories • Social sharing structured data • Channel integration plan • Platforms to support collaboration across channels • Optimizing for channels • Identifying roles in social (community management, etc) • Influencer identification and outreach • Define KPI’s • Content influence • SEO Influence • Share of Voice • Product Sales Unify Silos with a Methodology Embrace a process/methodology that drives business objectives & encourages role clarity and ownership • Editorial calendars • Optimization checklists • Brand guidelines • Copy guide • Social media guide • Partnership & role • Quarterly content council @SEOPollyAnna
  6. 6. Or This Methodology @SEOPollyAnna Marketing Stack
  7. 7. Create Timelines Specific to the audience: high level for executive @SEOPollyAnna
  8. 8. Define Assets Know what you’re optimizing @SEOPollyAnna Video Landing Pages Images Blog Posts Channel-Specific Markup for assets such as Rich PinsSchema Markup
  9. 9. Define Channel Priorities Prioritize your paid, owned & earned opportunities @SEOPollyAnna
  10. 10. Create Collaborative Calendars Get strategic for Social & Search to thrive together @SEOPollyAnna
  11. 11. Visualize with Content Pillars Integrate with content, search and social @SEOPollyAnna
  12. 12. Define Influencer Outreach Build relationships & authority @SEOPollyAnna
  13. 13. Nurture Relationships You can’t automate relationships (aka automation isn’t strategy) @SEOPollyAnna
  14. 14. Nurture Your Personal Brand Establish topical/categorical authority @SEOPollyAnna
  15. 15. EngageMedia&Movements Define amplification opportunities @SEOPollyAnna
  16. 16. Define Partnerships Research partners for curation & collaboration @SEOPollyAnna
  17. 17. Alignment on KPI’s What does success look like? @SEOPollyAnna
  18. 18. Collaboration Can Happen Dare might things @SEOPollyAnna
  19. 19. We Thank You @SEOPollyAnna
  20. 20. Don Draper Thanks You  @SEOPollyAnna
  21. 21. BONUS: Resources Strategy, marketing, social, PR, content assets, historical perspective & creativity ① Content Strategy for the Web Kristina Halvorson & Melissa Rach ② Cognitive Surplus Clay Shirky ③ It’s Not the How or the What but the Who Claudio Fernandez-Araoz ④ Epic Content Marketing Joe Pulizzi ⑤ Accelerate! Arnie Kuenn ⑥ Social Marketology Ric Dragon ⑦ Optimize Lee Odden ⑧ Social PR Secrets Lisa Buyer ⑨ From Gutenberg to Zuckerberg John Naughton ⑩ Made to Stick Chip Heath & Dan Heath CPL Goal @SEOPollyAnna
  22. 22. Enjoy the show! Lisa Williams Search Discovery Director | Content Strategy & Marketing @SEOPollyAnna Lisa.Williams@searchdiscovery.com
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