Highlights from Search Engine Strategies, NY,NY 2011

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Beth Wilson of Mahaffey Tent and Party Rental shared this presentation to the Social Expedition breakfast after attending SES in NY 2011.

Beth Wilson of Mahaffey Tent and Party Rental shared this presentation to the Social Expedition breakfast after attending SES in NY 2011.

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Transcript

  • 1.  
  • 2. Social Media Metrics SEO Tools Goals! Conversions! Facebook Twitter YouTube … and more! Mobile Marketing 2011 Search Engine Strategies Conference
  • 3. Social Media How does it affect search marketing?
  • 4. Social Media & Search Mktg
      • Searcher expectations have changed.
      • How do searcher expectations, in regards to social media, affect SEO efforts?
      • Difference in context of search and social.
      • How can marketers’ efforts in social media channels do a better job of going beyond applying the same old rules and take on more of a give to get strategy?
      • Push and Pull SEO Effect of Social Media Marketing.
  • 5. Facebook Targeting Tactics
  • 6. PR Meet Facebook
      • Social PR: Socializing and optimizing the PR strategy
      • Today’s PR - The media is search and social savvy - Journalists now depend on social media for story ideas
  • 7. Ask Good Questions Report the News Manage the Community Cross Socialization Promote the Actual Facebook URL Brand It. Message It. Page/Profile Image Report It! Create a “Newsroom” Tab Mix and Mingle In Other Communities #1 #8 #7 #6 #5 #4 #3 #2 #9 #10 10 PR Things You Can Do Now on Facebook Distribute It! Facebook-Friendly Press Releases Pitch It! Media Relations Happens on Facebook TOP
  • 8. The “Like” Button
      • Facebook released Admin Interface to contact Likers
      • By “liking” a page (any random website landing page), you become a member or fan of that page/object, just like a Facebook fan page.
      • Send all people who “like” a specific FB page or object a targeted message – publish straight to their News Feed
      • Not just for our main fan page, but for specific objects (products, coupons, News page, etc.)
      • Separate admin page for each object
  • 9. Twitter 2.0 Creating and Distributing the Message
  • 10. Creating the Message
      • Tweets that attract an audience
      • Tweets that get reactions
      • Tweets the get shared
      • Enhance your tweets - video, audio, photos - surveys and polls - contests, coupons, invites - chat - music
  • 11. Distributing the Message
      • Attract and Cultivate: - Be goal-focused - Define ideal follower/following - Credit, create, and engage - Helpful tools: Tweep Search, Twitter Search, FriendorFollow, DoesFollow
      • Distribute: - Via Lists: Listorious, FormuLists, Twibes - Via Clients & Collaborative Tools: MediaFunnel, HootSuite, Co-Tweet - Schedule Tweets - Push Into Other Social Networks
  • 12. Distributing the Message
      • Integrate: - Widgets - Sharing (“Tweet This” button, counters & aggregated tweet users + mentions) on blogs and websites - “Follow Me” CTA buttons; visible Twitter icon to account - Twitterfeed - Auto-tweets from other social networks and applications
  • 13. Distributing the Message
      • Measure ROI: - Change in Followers over time - Content attracting followers - Klout score - Referral traffic to website - Specific actions attributed to Twitter * Event registrations * Email subscriptions * Blog subscriptions * Exclusive coupons or offers redeemed * Direct leads or sales attributed to Twitter
  • 14. Twitter Best Practices
      • Don’t just put Twitter on “autopilot” – set daily and weekly tweet goals
      • Keep self-promotion/spam to a minimum
      • Use automation to help build relationships, manage accounts (efficiency & productivity), and enhance your tweets to…
      • Improve your Twitter and your followers’ experience
      • Integrate Twitter into other applications
      • Monitor and stay informed
  • 15. Advanced Video Tactics for YouTube Production Values - UGC - Cheap - Professional - Broadcast Marketing Strategy - Social media - Branded content - Product placement - Paid ads/Content networks - Audience segmentation Measuring Success - Social sharing - Search visability - Web to TV
  • 16. Social Media Metrics
  • 17. Social Media & Conversion
      • Companies typically spend $92 to bring customers to their site…but only $1 to convert them.
      • Pressure is on to monetize % of marketing budget spent on SM
      • Amazon.com: “Don’t spend on advertising; rather put those funds into service.”
      • 3 voices of SM: - Conversation (UGC, relationships, sharing content) - Commercial Speech (listening to learn/for service, ex. Groupon) - Advertisements (contextual ads, Facebook ads)
  • 18. Metrics
      • “ Listen Before You Measure” is the new “Think Before You Speak”
      • What to listen for?
      • ROC is the new ROI…or ROII
  • 19. 14 Facebook Metrics
      • Impressions 11. Spent
      • Clicks 12. Unique Impressions
      • CTR 13. Unique Clicks
      • Actions 14. Unique Clicks Rate
      • Actions Rate
      • CPC
      • CPM
      • Social Impressions *User Insights…pay
      • Social % attention to this!
      • Social CTR
  • 20.  
  • 21. Twitter
      • Regular vs. Promoted - Promoted Tweets - Promoted Trends - Promoted Accounts
      • Regular: RTs, Replies, Clicks, Followers, Lists
      • Promoted: Impressions, Clicks, RTs, Replies, Engagement (%)
  • 22. 5 Best Practices
      • Employ effective metrics
      • Always use multiple metrics
      • KPIs are a great place to begin
      • Track the hell out of it!
      • Do something with the data
  • 23. Internet Marketing Tools
  • 24. Social Media
      • http://twitturly.com/
      • http://topsy.com/
      • http://socialmention.com/
      • http://monitor.wildfireapp.com/
      • http://www.quarkbase.com/
  • 25. Analytics
      • Raven Tools: raventools.com
      • Tool to help manage several marketing efforts
      • Clicktale: clicktale.com
      • Customer experience analytics
      • Clicky Web Analytics: getclicky.com
      • Does just about everything Google Analytics does… and more!
      • SearchEngineReports.net
      • Instant Search Engine rankings report
  • 26. 5 Meaningful SEO Metrics
    • ID one key business metric: page views for media websites; lead gen sign-ups (i.e. form submissions)
    • Separate brand and non-brand: brand keywords vs. non-brand keywords; find the shortest distance to conversion
    • Use share of voice to compare to competition: Sum for keywords (search volume x CTR)
    • Have a phased approach to share of voice: 1. Count listings; 2. Use ranking score function; 3. Combine with search volume to estimate visits; 4. Combine with conversion to estimate value (approximate size of search/opportunity for business)
    • Start with high-impact initiatives : Optimize landing pages for branded keywords; target keywords for upcoming trends.
  • 27.
    • MOBILE MARKETING
    • Mobile searches are shorter
    • Search is less-likely to be brand specific
    • “ Focus group of one” – chances are if you’re doing it, so are your customers!
    • Best Practices - Messaging: create a positive user experience - Targeting: specific devices - Reporting: track your success!
  • 28. Mobile Marketing
      • Mobile-optimized sites are a must
      • Is it worth it to have an app? Create a survey and send it to your customers: - Will you use this app? - What would you pay for it (if anything)? - What type of mobile device do you use or plan to purchase?
      • Overcoming conversion obstacles: - Cookies and privacy - Click to call - Take advantage of analytics partners
  • 29. Mobile Marketing
      • QR Codes: So HOT right now!
      • How do they work? - Display text - Initiate email, SMS text - Phone call - Contact card - Link to website - “like” a Facebook page; Follow on Twitter
      • Tools - QRstuff.com - bit.ly - goo.gl
  • 30. Mobile Marketing
      • Start with a business objective
      • Add value for customer
      • Choose appropriate 2D barcode type
      • Minimize amount of data stored in barcode
      • Be visually creative with barcodes
      • Don’t be too visually creative
      • Track campaign scan analytics
      • Place code in scannable locations; proper code size
      • Tell users what happens upon scanning
      • Link to smartphone-friendly destination
      • Test everything!
  • 31. Social Media Metrics SEO Tools Goals! Conversions! Facebook Twitter YouTube … and more! Mobile Marketing Thanks for having me!