Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht

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From SMX East 2013 - In House SEO and Social Media: How To Work Together - Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht #SMX #34D

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Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht

  1. 1. @aknecht In-house SEO & Social Media How to Work Together? Why Bring The Teams Together? Alan K’necht
  2. 2. @aknecht About Me • Working with the Internet since 1994 • Also been a: – Web developer – Analyst – SEO/Social Media • Teach Digital Analytics for USF Online • Published 1st book in 2010
  3. 3. @aknecht About DAM • Provide: SEO, Social & Analytics Services, Training & Consulting
  4. 4. @aknecht In The Beginning!
  5. 5. @aknecht In The Beginning! • 1st instinct of humans was Search – We had to search for food
  6. 6. @aknecht In The Beginning! • 1st instinct of humans was Search – we had to search for food • 2nd instinct of humans was Social – we needed to procreate
  7. 7. @aknecht In The Beginning! • 1st instinct of humans was Search – we had to search for food • 2nd instinct of humans was Social – we needed to procreate • Combing Search & Social ensured survival
  8. 8. @aknecht In The Beginning! • 1st instinct of humans was Search – we had to search for food • 2nd instinct of humans was Social – we needed to procreate • Combing Search & Social ensured survival • The same evolution has come to business – Most business created an unnatural structure
  9. 9. @aknecht Typical Business Organization VP Marketing
  10. 10. @aknecht Typical Business Organization VP Marketing Dir Online Marketing Dir Other Marketing
  11. 11. @aknecht Typical Business Organization VP Marketing Dir Online Marketing Dir Other Marketing Paid Search SEO Social
  12. 12. @aknecht How SEO vs. Social is Viewed
  13. 13. @aknecht How SEO vs. Social is Viewed
  14. 14. @aknecht How SEO vs. Social is Viewed SEO’s focus is words on the page to drive actions Social’s focus is communication via words to drive actions
  15. 15. @aknecht If you Don’t Combine! • Like trying create a spark with a flint & rock but not letting them touch!
  16. 16. @aknecht When Not Combined • Silos make it difficult to communicate • Can't have relationships without formal communication • Conflicting strategies can negatively impact ROI (conflicting MBO)
  17. 17. @aknecht Separation Creates Formality • Each team has: – Different objectives – Different goals – Different ways of measuring success • Formality creates: – Scheduling of regular formal meetings – Distrust (competing goals & objectives)
  18. 18. @aknecht When SEO vs. Social Combine One cohesive strategy for maximum impact & ROI
  19. 19. @aknecht When Combined • Unified team has: – Common objectives – Common goals – On way of measuring success • Informality creates: – Less meetings & more informal discussions – Trust (understanding of each other’s hurdles)
  20. 20. @aknecht How to Bring Them Together • Cross Training – Formal or Informal sessions • Shadowing for 2-3 days • Unified publishing & social schedule • Establish dependencies – Common goals & success measurements
  21. 21. @aknecht Intra-Team Interactions • Have Social share with Search: – Common terms used in social engagement – Industry related topics being talked about • Have Search share with Social: – Keywords that convert well for social to use in online conversations (conversation influencing)
  22. 22. @aknecht Intra-Team Interactions • Avoid conflicts by: – Shared content amplification goal: • What is the push • When • Where to it point all back to – Remind everyone: • It's all marketing with one common objective “Improve sales & hence ROI for the company”
  23. 23. @aknecht SEO and SM are often like R2D2 and C3PO making their way through the desert. Need to work as a team with common goals Reuben Yau @ReubenYau Via #SocialChat
  24. 24. @aknecht Not Typical Results • Search & Social teams combined – 6 people in total • Within 6 months – Social interactions increased 250% – Organic search based traffic lift of 53% – Conversions increase 68%
  25. 25. @aknecht nterThank You Alan K’necht alan@DigitalAlwaysMedia.com @aknecht Type my name into Google

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