Streetsmart Social Media Marketing

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The very very basics of Content Strategy & Development, why we search engine optimise & how social media marketing fits.

The very very basics of Content Strategy & Development, why we search engine optimise & how social media marketing fits.

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  • Innocent is a great example of the audience segmentation principlesScholtes are using:They don’t sell directly to the end consumerThey sell to retailers & appeal to the customer
  • Here are the kind of changes that happen to a brand’s search engine ‘real estate’ when crisis happens.   If a site doesn’t have good SEO, or ‘social media’ properties, they’re outranked by news sites (considered authority sites by Google).  Lufthansa, though responding in social, are not utilising their social properties effectively & thus, they cannot control these results.  I would predict that by the end of the day, the video footage will be visible at the top of the results pages, alongside pictures at the bottom.
  • Innocent is a great example of the audience segmentation principlesScholtes are using:They don’t sell directly to the end consumerThey sell to retailers & appeal to the customer
  • Content is one of the most important factors of success online. Capturing and keeping visitors is the first step to anything else. The placement of this content across selected platforms is also the ultimate form of search engine optimisation. A content, search & social specialist produces engaging content that is strategically used across the wide variety of platforms. By developing a robust content strategy that takes into account all of your objectives, we can ensure visibility, engagement & conversion in a way that doesn’t break the bank!CONTENTWebsite contentMarketing ContentCampaignsSOCIAL MEDIAAdapting content & seeding to environmentsCampaigns across channelsSEOContent optimisationContent StrategyLink strategiesLink building
  • Social Media environments – represent a change in the landscape onlineTechnologies – broadband, camera phones, wordpress make it cheap and easy to create & past contentTrade bodies & magazines (offline communities already) moving online to offer not a repeat of the content in the magazine, but interaction with like minded people thru forums, blog & user generated contentGoogle is the big enabler – makes these sites relevant, because it loves social sites & returns them at the top of natural search rankingsTHE AUDIENCE EXISTS ACROSS THIS WHOLE LANDSCAPE NOWWhen you want to research a product or service, complain, get compensation find out about CSR or ethical sourcing, you use a range of sites, often starting with Google
  • User JourneyTHE AUDIENCE EXISTS ACROSS THIS WHOLE LANDSCAPE NOWWhen you want to research a product or service, complain, get compensation find out about CSR or ethical sourcing, you use a range of sites, often starting with GoogleUser Journeys are planned across the brand owned and none brand owned channelsCampaign planning & creative strategies stretch across content for all these channelsAnalytics is about measuring the affect of activity across all these channels (driving traffic to the brand site, affect on brand perception, direct lead generation)

Transcript

  • 1. When someone wants to know about you or your organisation they invariably do one thing....
  • 2. ORGANIC VS PAID SEARCH
    PAID
    PAID
    ORGANIC
  • 3. ORGANIC VS PAID SEARCH
    10% OF CLICKS
    10% OF CLICKS
    90% OF CLICKS
  • 4. Owning the search page!
  • 5. Ignoring the search page!
  • 6. Owning the search page!
  • 7. AN INTEGRATED APPROACH
    Offline
    PR & Distribution Networks
    Web Equity & Visibility
    Blog
    • Content
    • 9. SocialFeatures
    Social Properties
    LTSBCF Brand Site
  • 10. Content, Search & Social
    Content is at the core of success online.
    CONTENT
    SEO
    SOCIAL MEDIA
  • 11. Media Fragmentation
    Direct Mail Print & Press
    TV/ Radio
    Brand Website
    Trade bodies
    Influential Blogs
    Business forums
    Banners
    Email
    PPC/ SEO
    Affiliates
  • 12. Media Fragmentation
    Direct Mail Print & Press
    Brand Website
    Trade bodies
    Influential Blogs
    Business forums
    Banners
    Email
    PPC/ SEO
    Affiliates
  • 13. Uplift through Social
    Nielsen shows that ads which also are given ‘social’ context (the ability to ‘like, share, recommend, tweet, ‘ perform better.
  • 14. An active social presence sells!
  • 15. Social Media CPA is lower
  • 16. The Big Shift in Marketing Landscape
  • 17. VOLUME OF MESSAGE AMPLIFIED
  • 18. SOCIAL SUCCESS
    Content Relevance
    Domain Credibility
    Channel Alignment
    Timing (temporal relevance)
    Audience Confidence
  • 19. Whydo you want to be involved?
    Whoare you trying to talk to?
    Whatare you trying to say?
    Where do you need to say it?
    Measure performance & results
    A plan for when things go wrong!
    Our approach to Social Media
  • 20. Social Media Marketing Preparation
  • 21.
  • 22. THE SEO PYRAMID
    Algorithmic Ranking Factors
  • 23. MEASURING SUCCESS
  • 24. Digital Metrics
    Web Analytics
    Traffic increase to site
    Through natural search increased visibility
    Through Social Media properties
    Click Through Rates on content distributed through Social Networks
    Macroconversions
    Entry via social property to purchase
    Increased purchase via Eurodiet website
     
    Microconversions on Eurodiet Site
    Examples below will need finalisation based on user journeys
    User follows link to site for Eurodiet bars & then looks at another product category
    User looks at multiple product categories
    User accesses multiple recipe pages
    User registers for free bar
    User signs up to newsletter or RSS feed
  • 25. Digital Metrics
    Social Media Metrics
    Quantitative Metrics
    Fans, Followers, Likes of Eurodiet FB page, etc
    Qualitative Metrics
    Engagement Metrics
    Clicks on content
    Re-tweets
    Shares
    Likes of content
    Comments on content
    Social Bookmarking
    Influencer Metrics
    % of following comprised of market influencers
    Engagement with Influencers
    @replies
    Conversations in social
    Conversation outside of social media
    Increase reach via Influencer Engagement
    # of Influencer followers if Influencer engages with content
    RT’s
    Comments
    Likes
    Shares
    Social Bookmarking
    Blog commentary
  • 26. Digital Metrics
    Business Metrics
    Increased Sales Volume
    Increased customer types
    Increased data capture
    Increased product type per customer
    Increased in basket price per purchase
    Visibility – SEO positioning against key search terms
    (see web analytics)
    Decreased overheads (customer service teams, human resource)
    Decreased SEM spend