Integrating search marketing and social media

817 views
789 views

Published on

A presentation on the interplay between search marketing and social media; originally prepared for a conference in Singapore. Credits to Simon Nash, Tom Voirol and Mark Kelly

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
817
On SlideShare
0
From Embeds
0
Number of Embeds
212
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Altimeter Group
  • Integrating search marketing and social media

    1. 1. Raising the Visibility of Your BrandIntegrating SearchMarketing and Social Media
    2. 2. Is your digital marketing working hard enough?
    3. 3. Don’t bury your head in the sand• Things have moved on• Social Media and Search Marketing should no longer be treated as separate activities.
    4. 4. Digital channels work harder when they work together
    5. 5. “The website is dead: Long live the multi-channel digital eco-system”
    6. 6. Content is the key tosuccess
    7. 7. Together theymake your brand more visible in search
    8. 8. Paid media have a role too
    9. 9. Paid media have a role tooPay Per Click advertisingshould play a part• Search PPC enhancesvisibility, especially incompetitive search markets • Target key product terms • Defend your brand terms• Social PPC drivesinteractions with your content •Target key behavioural segments •Target friends of fans
    10. 10. Encourage positive socialfeedback and drive sales
    11. 11. Its important to respond helpfully tonegative feedback too
    12. 12. Positive Enhancedperceptions findability Customer Better advocacy conversion
    13. 13. The evolution ofsocial search
    14. 14. Search engines have come a long way since 1998
    15. 15. It used to be about spiders
    16. 16. And clever SEO Ninjas
    17. 17. But the internet filled up with junk
    18. 18. Social media changedeverything
    19. 19. Google Panda was born....
    20. 20. Then there was Penguin!
    21. 21. Search got social
    22. 22. Or is that so.cl
    23. 23. It got local too.
    24. 24. People matter more than ever
    25. 25. mobile search is increasingly important for brands...
    26. 26. How social fits intosearchIn simple terms...
    27. 27. The key factors that influence rank? Hat tip to Search Engine Land!
    28. 28. The key factors that influence rank?Things that undermine your ranking• Poor quality content• Over optimised content• Duplicate content / URLs• Spam and paid for links
    29. 29. The key factors that influence rank? Things on your site that support your ranking • Good quality content • Fresh content • Titles, URLs • Schemas • Technical Setup • Performance
    30. 30. The key factors that influence rank?Things off your site thatsupport your ranking• Authoritative links• Local relevance• Social mentions• Shares, +1s and ‘circling’This is where socialcomes in.
    31. 31. Don’t get over excited!• Social is not a magic bullet for your SEO• It drives new links and social mentions• It keeps your brand front of mind• And increases your visibility in search rankings
    32. 32. An example...
    33. 33. London Business School Reading Room helped LBS set up a framework for developing rich targeted content and using it to engagestudents, alumni, prospects and the wider business community using an integrated set of social media channels.
    34. 34. London Business SchoolLet’s take LondonBusiness School• No.1 for their brand term• But that’s not all...
    35. 35. London Business School• Places listing links to Gmaps• If logged in then this goes to Google+ Local• Reviews attached to user’s G+ account
    36. 36. London Business SchoolSocial Profiles• Twitter, Facebook and Youtube channels prominently displayed in search results
    37. 37. London Business School• Google + posts also displayed in RHC• Blog Post’s, videos, images and slide presentations also rank well
    38. 38. So how can all thiswork for your brand?
    39. 39. Listenfirst, speak later!
    40. 40. Develop your marketing infrastructurehttp://mashable.com/2011/08/31/social-media-crisis/
    41. 41. Start thinkinglike a publisher!
    42. 42. Image credit: http://sailingscuttlebutt.blogspot.co.ukAnticipate your audience’s needs
    43. 43. Make your content ‘spreadable’Be relevant and create valueIf I like your content it’s not because I like your brand it’s because I like my friends.Henry Jenkins – Spreadable Media
    44. 44. Talk about the subjects you want to be found for.
    45. 45. Where to start when creating content• Start with objectives!• Who are you trying to reach?• What are you trying to achieve?• Where does it fit in the journey?• What format is best?• What do you want them to do?• How will your content support this?http://blog.eloqua.com/the-content-grid-v2/
    46. 46. Keep it fresh
    47. 47. And don’t forget it is a two way conversation
    48. 48. The social cycle
    49. 49. Create Getcontent Apply some mainstream worth traditional PR media exposuresharing Obtain WOM Share in Get more reviews, social social media adding to networks followers SEO and reputation Social Get inbound rankings links Success!increase SEO
    50. 50. So who’s done it?Meet Dollar Shave Club
    51. 51. Razor blades sent to your home for $1 a month
    52. 52. Create contentworth sharing
    53. 53. Share in social networks
    54. 54. Social rankingsincrease SEO
    55. 55. Get inbound links
    56. 56. Get more socialmedia followers
    57. 57. Apply sometraditional PR
    58. 58. Get mainstreammedia exposure
    59. 59. Obtain WOMreviews adding to SEO and reputation
    60. 60. Success!
    61. 61. ToolsMaking the most of social & search
    62. 62. The challengesHow do I assess What are people Social search saying about my publishing is performance? brand? hard work! How do I keep Which content track of works and why? everything?
    63. 63. The tools of the trade SEO Social media Engagement analysis monitoring support Social media Content analytics aggregation
    64. 64. SEOanalysis
    65. 65. http://opensiteexplorer.org
    66. 66. http://seomoz.org
    67. 67. Social media monitoring
    68. 68. http://visibletechnologies.com
    69. 69. http://socialmention.com
    70. 70. http://google.com/alerts
    71. 71. http://twentyfeet.com
    72. 72. Engagement support
    73. 73. http://namechk.com
    74. 74. http://knowem.com
    75. 75. http://friendorfollow.com
    76. 76. http://tweriod.com
    77. 77. http://bufferapp.com
    78. 78. http://disqus.com
    79. 79. http://blogdash.com
    80. 80. http://sproutsocial.com
    81. 81. http://vitrue.com
    82. 82. Social media analytics
    83. 83. http://tweetreach.com
    84. 84. http://crowdbooster.com
    85. 85. http://socialbakers.com
    86. 86. http://klout.com
    87. 87. http://kred.com
    88. 88. Contentaggregation
    89. 89. http://hootsuite.com
    90. 90. http://google.com/reader
    91. 91. ThanksAny questions?

    ×