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Social Media's Changing Impact on Search with Twitter, Linkedin and Facebook Social Media Use Cases for Specialized Information Publishers (SIPA)

Social Media's Changing Impact on Search with Twitter, Linkedin and Facebook Social Media Use Cases for Specialized Information Publishers (SIPA)

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SIPA Social Media Presentation SIPA Social Media Presentation Presentation Transcript

  • SIPA Social Media Presentation April 14 th , 2011
  • SIPA Social Media Presentation
    • What we will cover?
    • Introduction
    • WIS
    • Universal Search & Social Media
    • Ranking Factors & the Social Graph
    • Conferences/Events ( Twitter Use Case for Traditional Venue )
    • Insider Learning Network ( Twitter Use Case in Online Community )
    • SAPexperts (Linkedin Use Case for Online Knowledge Base)
    • SAP PRESS Case Study (Facebook Use Case for Ecommerce Web Site)
    • Latest Developments in Social Media
  • Introduction
    • Mary Kay Lofurno, Director of Online Marketing at WIS
      • Online marketing since 1997
      • Before that traditional direct marketing
      • Areas of expertise:
        • Search Engine Marketing/Online Marketing
        • Search Engine Optimization
        • Web Analytics
        • Social Media
        • Database Marketing including:
          • LTV
          • LFM
          • RFM
          • LMA
      • MBA, Marketing, University of Hartford
      • Certificate in Internet Systems, Bentley University
      • ‘ Marketing Geek’
      • Linkedin Profile: http:// www.linkedin.com/in/marykaylofurno
      • Email: [email_address] ; Phone: 781-751-8672
  • Wellesley Information Services
    • Subsidiary of the UCG Corporation
    • Exclusive relationships with SAP & IBM to provide:
      • Conferences/Events
      • Education/Training
      • Online Resources
      • Print
    • Our family of brands:
      • Insiderlearningnetwork.com
  • Universal Search & Social Media
    • What is Universal Search?
    • How does it relate to content?
      • Search for the word “blueberries”
    • Search content is…
    • Social Media classifies as one of those content types
  • Ranking Factors & the ‘Social Graph’
    • Ranking Algorithm
      • Link popularity & external links represent 44%
      • Social Graph 6%
      • Social Media strongly impacts both link popularity and external links because it builds links.
      • Social Media can also impact anchor text of external links (20%) if done correctly.
      • Social Media also impacts the ‘social graph’ because it’s comprised of connections that show of how sites are organized and related.
      • It is the ‘ why ’ for integrating Social Media across your entire online and traditional footprint.
    Source: Semoz.org, http://www.seomoz.org/article/search-ranking-factors ,
  • Conferences/Events ( Twitter Use Case for Traditional Venue )
    • 2011 Spring Co-brands Conferences
      • Event hash tag samples: #scm2011, #sapcrm2011, #plm2011
      • Twitter feeds posted on giant screens at various points at the location venue
      • Participants encouraged to post
  • Insider Learning Network (Twitter Use Case in Online Community)
    • Single place to share with and learn from other SAP professionals.
    • courts the ‘super SAP subject matter expert’
    • Largest following of all WIS online properties
    • A whopping 30% of followers actively engage the site over the period of a month.
  • Insider Learning Network (Twitter Use Case in Online Community)
  • SAPexperts (Linkedin Use Case for Online Knowledge Base)
    • Sapexperts.com
      • Online knowledge base that spans SAP’s technology verticals.
      • User survey data showed that customers used & blogging on a specific post most frequently as their preferred form of social media use.
      • Using but for their personal life as opposed to their professional persona.
      • is used much less often and in many cases, only by ‘super SAP subject matter experts’ who had a very deep understanding of the technology and were on the forefront talking about it.
      • ‘ super SAP subject matter experts’ can be cultivated to write articles or speak at events – creates a speaker/author pipeline.
  • SAPexperts (Linkedin Use Case for Online Knowledge Base)
    • , Continued
      • Set up various Groups across the technology verticals to engage these professionals.
      • Rolled into an editor’s responsibility:
  • SAP PRESS Case Study (Facebook Use Case for Ecommerce Web Site)
    • SAP-PRESS.com
      • Ecommerce site that sells SAP books and technical resource guides.
      • SAP-PRESS has the largest (FB) following of all WIS online properties with over 1100 fans and climbing.
      • These fans are loyal and follow the site via SAP PRESS’s FB page:
  • SAP PRESS Case Study (Facebook Use Case for Ecommerce Web Site)
    • FB Case Study
      • 2/22/2011 they posted this message:
      • 3/7/2011 they posted this message:
  • SAP PRESS Case Study (Facebook Use Case for Ecommerce Web Site)
    • FB Case Study, Continued
      • Then sent an update to people’s FB mail boxes:
  • SAP PRESS Case Study (Facebook Use Case for Ecommerce Web Site)
    • The results:
      • March 7 th to the 17th:
        • Code 1: (10% off any purchase)
        • Used 73 times for a total of $8312.00
        • Average purchase price of $113.86
        • Code 2: (15% off purchases of $250 or more)
        • Used 9 times for a total of $4158.18
        • Average purchase price of $462.02
  • Latest Developments in Social Media
    • Watch out…the algorithm is shifting a bit..
      • Tweets and retweets are now impacting short term and some long term rankings
        • http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
        • http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause
      • Bing has recently included FB likes in their search results: http://blog.searchenginewatch.com/110224-133020
      • Google just announced +1
        • Google’s version of FB Likes
        • http://searchenginewatch.com/3642113
      • Rolling out FB likes and retweets on WIS new products.
  • SIPA Social Media Presentation
    • 8 Key Points
      • Universal search changed everything.
      • Social Media is a search content type.
      • Link popularity & external links pointing at your site comprises 44% of the search algorithm.
      • Social Media strongly impacts both link popularity and external links because it’s a link building technique.
      • Social Media can also impact anchor text of external links if done correctly.
      • Social Media impacts the social graph because it forms connections and creates patterns of how sites are organized.
      • Integrate Social Media across your entire online and traditional footprint.
      • Tweets, retweets and likes are now impacting rankings in the search engines.