Highlights from Search Engine Strategies, NY,NY 2011

Social Media Metrics SEO Tools Goals! Conversions! Facebook Twitter YouTube … and more! Mobile Marketing 2011 Search Engine Strategies Conference

Social Media How does it affect search marketing?

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.

Facebook Targeting Tactics

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

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

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

Twitter 2.0 Creating and Distributing the Message

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

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

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

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

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

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

Social Media Metrics

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)

Metrics
“ Listen Before You Measure” is the new “Think Before You Speak”
What to listen for?
ROC is the new ROI…or ROII

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

Twitter
Regular vs. Promoted - Promoted Tweets - Promoted Trends - Promoted Accounts
Regular: RTs, Replies, Clicks, Followers, Lists
Promoted: Impressions, Clicks, RTs, Replies, Engagement (%)

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

Internet Marketing Tools

Social Media
http://twitturly.com/
http://topsy.com/
http://socialmention.com/
http://monitor.wildfireapp.com/
http://www.quarkbase.com/

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

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.

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!

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

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

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!

Social Media Metrics SEO Tools Goals! Conversions! Facebook Twitter YouTube … and more! Mobile Marketing Thanks for having me!

Highlights from Search Engine Strategies, NY,NY 2011

by Luna Web on Apr 07, 2011

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Highlights from Search Engine Strategies, NY,NY 2011 — Presentation Transcript

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