‘E-commerce in the digital age’ SEO and Social Media primer              Michelle Goodall        Online communications and...
30 minutes of…        • De-jargonisation        • Actionable tips        • Qs and As© Michelle Goodall - @greenwellys
@greenwellys
Who am I talking to?        • If you could only use one social network          personally and professionally, what would ...
Where SEO, social and PR sits in a digital                      marketing strategy© Michelle Goodall - @greenwellys       ...
SEO, social media and PR essential to reach                    potential customers        …..and then engage with them to ...
…an inconvenient truth© Michelle Goodall - @greenwellys
…but social media tools can make your                            job/life easier…                                    …and ...
…and it can be fun…© Michelle Goodall - @greenwellys
And social media and search are now                              intertwined… Shares and ‘+1s’ from our social connections...
SEO
An SEO strategy in 9 words…“Think about what a user is going to type…”Matt Cutts, Google                 Image source: htt...
‘Paid for’ and ‘Natural Search          Keywords or keyphrase               Sponsored Ad               Adwords/PPC        ...
Which is best?    In very broad terms…        SEO will take more time        On-site changes/content        and off-site e...
How Google Works1. Google finds your websitewith ‘spiders’ and looksat your content/connections                           ...
Top SEO tips#1: content is king
Top SEO tips#2: research your keywords/phrases                    How realistic/relevant is the search                    ...
Google Keyword ToolGoogle adwords
Top SEO tips#3: URLs should be descriptive and reflect              your content
Top SEO tips#4: Anchor Text Links                   Improve your findability on                   keyphrases              ...
Top SEO tips#5: Image Alt Tags
Top SEO tips                #6: Google Places                                Put your business on the map!Google places
Top SEO tips       #7: Online PR, social mediaBlog
Top SEO tips                  #8: Track effort v reward               On-site                                  Off-siteNum...
Something (for free) to get you startedhttp://econsultancy.com/uk/reports/   http://www.hubspot.com/organic-vs-paid-search...
Summary: 6 essential steps for SEO                        Encourage links and shares – PR, social media etc               ...
Social Media
Not quite always on...yet      59% of UK Internet users      access social media at      least once a week      42% access...
The rise and rise of social networks  Will social network  usage overtake  online shopping &  News in 2012?               ...
What is social media?        “the democratization of information, transforming people from content readers into        pub...
Common platforms                                    Facebook - 30,451,180 users                                    Nearly ...
Plus a ‘social’ traditional media© Michelle Goodall - @greenwellys
The ‘Big 4’© Michelle Goodall - @greenwellys                                         Source: Econsultancy State of Social ...
Your website = your ‘hub’© Michelle Goodall - @greenwellys
Consumers of the conversation                     Image Source: http://www.22squared.com/
Why do we follow or ‘friend’ brands?     61% to get discounts               53% because I like     Or vouchers            ...
Sadly, ‘friendships’ can turn sour…                                    52% - too repetitive                               ...
Who in Fashion does Social Media well?
Topshop – blog content© Michelle Goodall - @greenwellys
Topshop on Facebook© Michelle Goodall - @greenwellys
Topshop on Tumblr© Michelle Goodall - @greenwellys
Pinterest – Closet Collage© Michelle Goodall - @greenwellys
PInterest – Modcloth© Michelle Goodall - @greenwellys
Outnet style a friend app and Facebook                             integration© Michelle Goodall - @greenwellys
Outnet YouTube videos© Michelle Goodall - @greenwellys
Burberry – ahead of the pack© Michelle Goodall - @greenwellys
Twitter – Telegraph’s Top 50 fashion list                                    https://twitter.com/#!/TeleFashion/top-50-fas...
How to do social ‘well’
Step 1: Do your research         Competitor analysis         Audience use of social         media         Existing convers...
Step 2: Choose your channels  Focus on channels  that have best fit with  audience and will  be sustainable for you  Join ...
Step 3: Content Strategy          Social media needs CONTENT          Content Plan – audit,          repurpose, create, ev...
Step 4: Engagement strategyCommunity Management?PR engagement?Campaign v long term?Risk and reputationmanagementExperiment...
Step 5: Measure, evaluate, iterate                              Monitoring      Management      Measurement               ...
Step 6: Social media is like fashion…you’ll                    need to keep on top of it…© Michelle Goodall - @greenwellys
Get funding…© Michelle Goodall - @greenwellys
Pai – small business successFocus = great products,building advocacy,content, PR and socialHighly engaged fans andsales co...
Something (for free) to get you startedhttp://en.community.dell.com/   http://support.twitter.com/groups/31-twitter-dell-g...
Summary: 6 essential steps for social media                                     Measure, evaluate, iterate                ...
Thanks.   Download my presentation              here:   slideshare.net/michellegoo               dallMichelle GoodallOnlin...
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Michelle goodall

  1. 1. ‘E-commerce in the digital age’ SEO and Social Media primer Michelle Goodall Online communications and social media consultant/trainer Twitter: @greenwellys Blog: http://michellegoodall.posterous.com/
  2. 2. 30 minutes of… • De-jargonisation • Actionable tips • Qs and As© Michelle Goodall - @greenwellys
  3. 3. @greenwellys
  4. 4. Who am I talking to? • If you could only use one social network personally and professionally, what would it be?© Michelle Goodall - @greenwellys Image source: http://pinterest.com/pin/127719339402545706/
  5. 5. Where SEO, social and PR sits in a digital marketing strategy© Michelle Goodall - @greenwellys Source: Smart Insights RACE framework
  6. 6. SEO, social media and PR essential to reach potential customers …..and then engage with them to convert into a lead/sale or other important action (invest, partner, come and work for you etc)© Michelle Goodall - @greenwellys Source: Smart Insights RACE framework
  7. 7. …an inconvenient truth© Michelle Goodall - @greenwellys
  8. 8. …but social media tools can make your job/life easier… …and save you time/money!© Michelle Goodall - @greenwellys
  9. 9. …and it can be fun…© Michelle Goodall - @greenwellys
  10. 10. And social media and search are now intertwined… Shares and ‘+1s’ from our social connections changes the results that we and others see© Michelle Goodall - @greenwellys
  11. 11. SEO
  12. 12. An SEO strategy in 9 words…“Think about what a user is going to type…”Matt Cutts, Google Image source: http://martinjapan.blogspot.co.uk/2007_06_01_archive.html
  13. 13. ‘Paid for’ and ‘Natural Search Keywords or keyphrase Sponsored Ad Adwords/PPC Natural or “Organic” Search Results
  14. 14. Which is best? In very broad terms… SEO will take more time On-site changes/content and off-site engagement/pr/link building Advertising will cost more money You pay per clickthrough to your site
  15. 15. How Google Works1. Google finds your websitewith ‘spiders’ and looksat your content/connections Crawling2. It then indexes your pagesin its massive database applyingover 200 ‘signals’ Indexing3. It then ranks them against Relevant contentcompeting pages Regularly updated Ranking Good info architecture, coding & structure Quality inbound links…etcGoogle’s goal is to match each search to the most relevant and best quality content
  16. 16. Top SEO tips#1: content is king
  17. 17. Top SEO tips#2: research your keywords/phrases How realistic/relevant is the search term? Will target customers search for it? How many searches on it? Is it too competitive?
  18. 18. Google Keyword ToolGoogle adwords
  19. 19. Top SEO tips#3: URLs should be descriptive and reflect your content
  20. 20. Top SEO tips#4: Anchor Text Links Improve your findability on keyphrases Give context to links
  21. 21. Top SEO tips#5: Image Alt Tags
  22. 22. Top SEO tips #6: Google Places Put your business on the map!Google places
  23. 23. Top SEO tips #7: Online PR, social mediaBlog
  24. 24. Top SEO tips #8: Track effort v reward On-site Off-siteNumber of visits Competitor analysisSource of visits Rankings in natural/organic searchKeyword/phrase that generated visitOutcome from visit(e.g. purchase, download etc)Success comparison between SEO, PRand Social MediaGoogle Analytics – Free Advanced Web Ranking From $99 per year
  25. 25. Something (for free) to get you startedhttp://econsultancy.com/uk/reports/ http://www.hubspot.com/organic-vs-paid-search-engine-optimisation-seo-a- search/Default.aspx?RewriteStatus=1beginner-s-guide
  26. 26. Summary: 6 essential steps for SEO Encourage links and shares – PR, social media etc Pay to be listed until SEO efforts work and you can evaluate effectiveness Invite Google to crawl – submit site and add business to places - http://www.google.co.uk/submit_content.html Use your keywords across your site – products and dynamic content (e.g. Blog, Press Centre) Build your site to be search-engine friendlyKeyword research – search phrases your audiences uses/relevance/competiveness etc
  27. 27. Social Media
  28. 28. Not quite always on...yet 59% of UK Internet users access social media at least once a week 42% access it daily! Source: Porter Novelli – Social Consumers in Europe Report© Michelle Goodall - @greenwellys
  29. 29. The rise and rise of social networks Will social network usage overtake online shopping & News in 2012? Source: Pew Research Center’s Internet & American Life 2002-2011© Michelle Goodall - @greenwellys
  30. 30. What is social media? “the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to- many model, rooted in conversations between authors, people, and peers.” Sources: http://www.fredcavazza.net/2010/12/14/social-media-landscape-2011/© Michelle Goodall - @greenwellys http://www.briansolis.com/2010/01/defining-social-media-the-saga-continues/
  31. 31. Common platforms Facebook - 30,451,180 users Nearly 50% of UK population LinkedIn - 8,142,912 users 13% of UK population Twitter - 500 million users globally No UK stats currently + dormant accounts Google+ - 100 million globally No UK stats currently – much faster growth than Facebook Source: Socialbakers© Michelle Goodall - @greenwellys
  32. 32. Plus a ‘social’ traditional media© Michelle Goodall - @greenwellys
  33. 33. The ‘Big 4’© Michelle Goodall - @greenwellys Source: Econsultancy State of Social Report Oct 2011
  34. 34. Your website = your ‘hub’© Michelle Goodall - @greenwellys
  35. 35. Consumers of the conversation Image Source: http://www.22squared.com/
  36. 36. Why do we follow or ‘friend’ brands? 61% to get discounts 53% because I like Or vouchers the brand 52% to enter 47% to get the latest competitions product news Source: Porter Novelli – Social Consumers in Europe Report© Michelle Goodall - @greenwellys
  37. 37. Sadly, ‘friendships’ can turn sour… 52% - too repetitive 41%- they crowd my feed 39% - they post too frequently 31% - I took advantage of a one time offer/competition© Michelle Goodall - @greenwellys Source: Adobe – Social Analytics event Nov 2011
  38. 38. Who in Fashion does Social Media well?
  39. 39. Topshop – blog content© Michelle Goodall - @greenwellys
  40. 40. Topshop on Facebook© Michelle Goodall - @greenwellys
  41. 41. Topshop on Tumblr© Michelle Goodall - @greenwellys
  42. 42. Pinterest – Closet Collage© Michelle Goodall - @greenwellys
  43. 43. PInterest – Modcloth© Michelle Goodall - @greenwellys
  44. 44. Outnet style a friend app and Facebook integration© Michelle Goodall - @greenwellys
  45. 45. Outnet YouTube videos© Michelle Goodall - @greenwellys
  46. 46. Burberry – ahead of the pack© Michelle Goodall - @greenwellys
  47. 47. Twitter – Telegraph’s Top 50 fashion list https://twitter.com/#!/TeleFashion/top-50-fashion-3© Michelle Goodall - @greenwellys
  48. 48. How to do social ‘well’
  49. 49. Step 1: Do your research Competitor analysis Audience use of social media Existing conversation about your brand plus potential connections Site and content audit Insights and recommendations from above This is where a good consultant can really help…© Michelle Goodall - @greenwellys
  50. 50. Step 2: Choose your channels Focus on channels that have best fit with audience and will be sustainable for you Join them up – especially with your website© Michelle Goodall - @greenwellys
  51. 51. Step 3: Content Strategy Social media needs CONTENT Content Plan – audit, repurpose, create, evaluate Consider SEO techniques Experiment with formats© Michelle Goodall - @greenwellys
  52. 52. Step 4: Engagement strategyCommunity Management?PR engagement?Campaign v long term?Risk and reputationmanagementExperiment© Michelle Goodall - @greenwellys
  53. 53. Step 5: Measure, evaluate, iterate Monitoring Management Measurement (insight) (Action) (Analyse) Google Alerts Crowdbooster Google Analytics Tweetdeck Twentyfeet Facebook Insights Hootsuite Sproutsocial YouTube Insights Socialmention Tweetdeck LinkedIn group analytics Tweetreach Crowdbooster Brandwatch Hootsuite Adobe Social Radian6 Buddy Media Analytics Sysomos Lithium IBM Coremetrics Brandwatch social analytics Radian 6 Sysomos© Michelle Goodall - @greenwellys
  54. 54. Step 6: Social media is like fashion…you’ll need to keep on top of it…© Michelle Goodall - @greenwellys
  55. 55. Get funding…© Michelle Goodall - @greenwellys
  56. 56. Pai – small business successFocus = great products,building advocacy,content, PR and socialHighly engaged fans andsales correlation withpeaks of social engagementCustomer service throughGet SatisfactionCo-creation, high levels ofadvocacy and strong NPSScores http://www.paiskincare.com/© Michelle Goodall - @greenwellys
  57. 57. Something (for free) to get you startedhttp://en.community.dell.com/ http://support.twitter.com/groups/31-twitter-dell-groups/small-business/p/ basicssocialmediatoolkit.aspx
  58. 58. Summary: 6 essential steps for social media Measure, evaluate, iterate Develop quality relationships over quantity Establish the right mix of social channels Create a timed content and engagement strategy Get social elements on your site right – content, sharing etcResearch – audience use of social media & competitor analysis
  59. 59. Thanks. Download my presentation here: slideshare.net/michellegoo dallMichelle GoodallOnline communications andsocial media consultant/trainerTwitter: @greenwellysBlog: http://michellegoodall.posterous.com/

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