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SIPA Social Media Presentation April 14 th , 2011
SIPA Social Media Presentation <ul><li>What we will cover? </li></ul><ul><li>Introduction </li></ul><ul><li>WIS </li></ul>...
Introduction <ul><li>Mary Kay Lofurno, Director of Online Marketing at WIS </li></ul><ul><ul><li>Online marketing since 19...
Wellesley Information Services <ul><li>Subsidiary of the UCG Corporation </li></ul><ul><li>Exclusive relationships with SA...
Universal Search & Social Media <ul><li>What is Universal Search? </li></ul><ul><li>How does it relate to content? </li></...
Ranking Factors & the ‘Social Graph’ <ul><li>Ranking Algorithm </li></ul><ul><ul><li>Link popularity & external links repr...
Conferences/Events  ( Twitter Use Case for Traditional Venue ) <ul><li>2011 Spring Co-brands Conferences  </li></ul><ul><u...
Insider Learning Network  (Twitter Use Case in Online Community) <ul><li>Single place to share with and learn from other S...
Insider Learning Network  (Twitter Use Case in Online Community)
SAPexperts  (Linkedin Use Case for Online Knowledge Base) <ul><li>Sapexperts.com </li></ul><ul><ul><li>Online knowledge ba...
SAPexperts  (Linkedin Use Case for Online Knowledge Base) <ul><li>, Continued </li></ul><ul><ul><li>Set up various  Groups...
SAP PRESS Case Study  (Facebook Use Case for Ecommerce Web Site) <ul><li>SAP-PRESS.com </li></ul><ul><ul><li>Ecommerce sit...
SAP PRESS Case Study  (Facebook Use Case for Ecommerce Web Site) <ul><li>FB Case Study </li></ul><ul><ul><li>2/22/2011 the...
SAP PRESS Case Study  (Facebook Use Case for Ecommerce Web Site) <ul><li>FB Case Study, Continued </li></ul><ul><ul><li>Th...
SAP PRESS Case Study  (Facebook Use Case for Ecommerce Web Site) <ul><li>The results: </li></ul><ul><ul><li>March 7 th  to...
Latest Developments in Social Media <ul><li>Watch out…the algorithm is shifting a bit.. </li></ul><ul><ul><li>Tweets and r...
SIPA Social Media Presentation <ul><li>8 Key Points </li></ul><ul><ul><li>Universal search changed everything. </li></ul><...
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SIPA Social Media Presentation

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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)

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Transcript of "SIPA Social Media Presentation"

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