I know this guy who…
How to use your content to be
     found and referred
              Sonny Cohen
  Director of Interne...
I KNOW THIS GUY WHO…


  We do business with people who we know and trust




"Ideas and products and messages and behavio...
I KNOW THIS GUY WHO…



                       Search engine optimization
     SEO & SMM         (SEO) and social media
  ...
DO BUSINESS WITH PEOPLE
DO BUSINESS WITH PEOPLE




                Branding is about people, not company names
                Companies need to ...
ACHIEVE AWARENESS




What this means to you:
Is your website the answer to someone’s question?
Does your web analytic key...
ACHIEVE AWARENESS




 What this means to you:
 Are you being found effectively in search?
 How does your search performan...
OBTAIN TRUST




What this means to you:
What is your online reputation?
Where are you rated?
Who is talking about you?
I KNOW THIS GUY WHO…


  We do business with people who we know and trust

                       Search engine optimizati...
SEARCH MARKETING
  A brief primer
TRAFFIC SOURCES


  From where does
  website traffic come?
   – Search

   – Social Media
SEARCH ENGINE MARKETING MISSION




  “We want our website to be found on search engines”

  (Beware of trick question)

 ...
SEARCH ENGINE MARKETING MISSION




  We want:

   – Important content pages

   – Product pages

   – Program pages

   –...
ONLINE MARKETING MISSION




   We Want:

   (Awareness)

    – Important website pages (landing pages)

    – To be promi...
KEYWORDS


  Keywords = Words & Phrases
       •   2 -3 words are commonly searched

       •   Natural language search is...
USE SEARCHED PHRASES




  Research whether people
  actually search for your keywords




                               ...
KEYWORD COMPETITION



  Keyword Competition
POPULATE SITE USING KEYWORDS
KEYWORD IDENTIFICATION TOOLS
INBOUND LINKS




https://siteexplorer.search.yahoo.com/
SOCIAL METRICS
KEYWORD EVALUATION


    Being Found in Search is about:
      Rich website content
      Language of your targeted visito...
SOCIAL MEDIA
Your Trust Network
CONVERSION




  (Trust)

   –And for prospective visitors to click through to your
   important pages (search engine refe...
TRUST NETWORKS




                 http://www.edelman.com/trust/2009/
SOCIAL MEDIA LANDSCAPE




Image used with permission. John Jantsch Duct Tape Marketing
VIDEO CONTENT ON SOCIAL NETWORKS
SOCIAL MEDIA METRICS
IMAGE CONTENT ON SOCIAL NETWORK
CASE STUDY
My Roofing Adventure
CASE STUDY


A Roofing Contractor Story
CASE STUDY




  Email

  Flickr

  Facebook

  Twitter

  Blogs (Other)

  Reviews

  Blog
GOING VIRAL
SEARCH ENGINE RESULTS PAGE (SERP)
ROOFING CONTRACTOR RESPONSE




                                                                         Your one-stop sou...
SOCIAL MEDIA MARKETING & SEARCH MARKETING UNITED




          People do business with people who they
          know and ...
I know this guy who…
How to use your content to be
     found and referred
              Sonny Cohen
  Director of Interne...
I Know This Guy Who…: How to Use Your Online Content to be Found and Referred
Upcoming SlideShare
Loading in...5
×

I Know This Guy Who…: How to Use Your Online Content to be Found and Referred

2,282

Published on

Everyone knows the guy who puts us in touch with our next job, our next home or apartment, a financial planner. Some might say he’s a walking Google. Or is he really just LinkedIn? If you are that provider of goods or services, you want to be on the receiving end of that referral. Only recently, that might have also meant being one of the top choices in a Google search. But now it also means having a presence in an online trust-based network such as Facebook or LinkedIn. Learn about the growing interplay between search and social. Find out how your online content is your passport to trust based networks and your ticket to search prominence.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,282
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
17
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

I Know This Guy Who…: How to Use Your Online Content to be Found and Referred

  1. 1. I know this guy who… How to use your content to be found and referred Sonny Cohen Director of Internet Marketing Strategy
  2. 2. I KNOW THIS GUY WHO… We do business with people who we know and trust "Ideas and products and messages and behaviors spread like viruses do."
  3. 3. I KNOW THIS GUY WHO… Search engine optimization SEO & SMM (SEO) and social media marketing (SMM) are interdependent Search engines help you become known (found) Social media builds trust (leading to objective) Social media drives search engine performance
  4. 4. DO BUSINESS WITH PEOPLE
  5. 5. DO BUSINESS WITH PEOPLE Branding is about people, not company names Companies need to put faces on the brand in order to win acceptance People trust other people to introduce them to brands Companies have to put their individual employees out there and let them become brands Steve Rubel, Edelman PR Digital Director of Insights What this means to you: Edelman Trust Barometer 2009 http://www.edelman.com/trust/2009/ What name is on the corporate email you send? Are you blog posts signed by real people? Tweeting by name and/or company veil?
  6. 6. ACHIEVE AWARENESS What this means to you: Is your website the answer to someone’s question? Does your web analytic keywords display queries that led to your site?
  7. 7. ACHIEVE AWARENESS What this means to you: Are you being found effectively in search? How does your search performance trend? Are you being found for what is important to you?
  8. 8. OBTAIN TRUST What this means to you: What is your online reputation? Where are you rated? Who is talking about you?
  9. 9. I KNOW THIS GUY WHO… We do business with people who we know and trust Search engine optimization SEO & SMM (SEO) and social media marketing (SMM) are interdependent Awareness + Trust = Business
  10. 10. SEARCH MARKETING A brief primer
  11. 11. TRAFFIC SOURCES From where does website traffic come? – Search – Social Media
  12. 12. SEARCH ENGINE MARKETING MISSION “We want our website to be found on search engines” (Beware of trick question) True? False?
  13. 13. SEARCH ENGINE MARKETING MISSION We want: – Important content pages – Product pages – Program pages – Industries served – Biographies of key personnel – Social media content – To be prominent on search engines
  14. 14. ONLINE MARKETING MISSION We Want: (Awareness) – Important website pages (landing pages) – To be prominent on search engines (SERPS) (Trust) – And for prospective visitors to click through to these important pages (search engine referral = SUCCESS METRIC) – And for their site visit to achieve some kind of specific and meaningful objective (business case)
  15. 15. KEYWORDS Keywords = Words & Phrases • 2 -3 words are commonly searched • Natural language search is common • Questions are frequent Relevant to your organization Actually Searched Not Competitive
  16. 16. USE SEARCHED PHRASES Research whether people actually search for your keywords Results pages from www.wordtracker.com
  17. 17. KEYWORD COMPETITION Keyword Competition
  18. 18. POPULATE SITE USING KEYWORDS
  19. 19. KEYWORD IDENTIFICATION TOOLS
  20. 20. INBOUND LINKS https://siteexplorer.search.yahoo.com/
  21. 21. SOCIAL METRICS
  22. 22. KEYWORD EVALUATION Being Found in Search is about: Rich website content Language of your targeted visitor Well linked Social media metrics But Being Found in Search is Not Enough
  23. 23. SOCIAL MEDIA Your Trust Network
  24. 24. CONVERSION (Trust) –And for prospective visitors to click through to your important pages (search engine referral = SUCCESS METRIC) –And for their site visit to achieve some kind of specific and meaningful objective (business case)
  25. 25. TRUST NETWORKS http://www.edelman.com/trust/2009/
  26. 26. SOCIAL MEDIA LANDSCAPE Image used with permission. John Jantsch Duct Tape Marketing
  27. 27. VIDEO CONTENT ON SOCIAL NETWORKS
  28. 28. SOCIAL MEDIA METRICS
  29. 29. IMAGE CONTENT ON SOCIAL NETWORK
  30. 30. CASE STUDY My Roofing Adventure
  31. 31. CASE STUDY A Roofing Contractor Story
  32. 32. CASE STUDY Email Flickr Facebook Twitter Blogs (Other) Reviews Blog
  33. 33. GOING VIRAL
  34. 34. SEARCH ENGINE RESULTS PAGE (SERP)
  35. 35. ROOFING CONTRACTOR RESPONSE Your one-stop source for building your online brand, marketing yourself on the web and simplifying communications with people. Fast Pitch! is an active social network for business professionals to connect with friends, colleagues and customers and share content about their business.
  36. 36. SOCIAL MEDIA MARKETING & SEARCH MARKETING UNITED People do business with people who they know and trust (People don’t do business with people they don’t know or don’t trust) Search marketing will help you be found Social marketing will help you be trusted Social marketing drives search marketing
  37. 37. I know this guy who… How to use your content to be found and referred Sonny Cohen Director of Internet Marketing Strategy
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×