Top 5 keys to integrating search and social media marketing


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  • When asked to speak to this group, your organizers suggested I discuss how much things have changed, how far we’ve come – not just in PR and communications, but as a society. That’s somewhat of a tall order, since when I was asked three months ago to participate I had no idea how relevant things would be on this very day. That’s how fast things are changing. My hope today is to do two things: Expand your awareness of what’s happening in the communications field and how it reflects the changing landscape of businessProvide some direction as to where to possibly start. The good news is that there really aren’t many rules in this new world order, The bad news is that there really aren’t many rules in this new world order!
  • Bottom line: this is not a fad, everyone, the most important thing to take away is that this is not a discussion about Facebook or Linked In, or MySpace or Twitter – I will briefly touch on those particular tools, but THEY are not the issue. Human nature has progressed to a point of transparency, collaboration, social networking, regardless of what platform of logo’d product they use. Don’t lose sight of this, it’s not going away.
  • Top 5 keys to integrating search and social media marketing

    1. 1. Top 5 Keys to Integrating Search and Social Media Marketing<br />Presenters: Avelyn Austin and Renée Revetta<br />Moderator: Amanda Chaney<br />#SocialMojo<br />
    2. 2. Follow along #SocialMojoFollow us at:@SearchMojo@AvelynAustin@ReneeRevetta@AmandaDChaney<br />#SocialMojo<br />
    3. 3. About Search Mojo<br />Search engine marketing firm founded in 2005<br />Search engine optimization (SEO)<br />Pay-per-click advertising management (PPC)<br />Social media monitoring<br />Located in Charlottesville, Va<br />Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs, including Marketing Pilgrim and Search Engine Journal<br />Speakers at PubCon and Search Engine Strategies<br />#SocialMojo<br />
    4. 4. Our Clients<br />
    5. 5. How Do Search Engines Work<br />1.<br />#SocialMojo<br />
    6. 6. Search Engine Robots<br />Finds their way through links on websites<br />Indexes information on web pages<br />Passes information back to the indexing servers<br />Website B<br />Website A<br />Website C<br />Page 1<br />Page 2<br />Page 2a<br />#SocialMojo<br />
    7. 7. Traditional 3 Prong Approach to SEO<br />#SocialMojo<br />
    8. 8. 3 Prongs of SEO<br />Keywords<br /><br />Content<br />Title Tag, Meta Data & Main Body Content<br />Inbound Links | Anchor Text<br />3rd party links pointing from one website to another (a “vote”)<br />#SocialMojo<br />
    9. 9. Keywords: The Foundation of SEO<br />How often keyword appears in page content is important in algorithm and ranking<br />Keywords should be targeted to specific offering/content<br />Keyword tool:<br />
    10. 10. Website Content<br />Keyword should appear in:<br />Filename<br />Title tag<br />Meta keyword<br />Meta description<br />Heading tags (H1, H2, etc.)<br />Bold text<br />Link text<br />Overall content of the page<br />
    11. 11. Keyword Density<br />Number of times a keyword appears in overall written page content<br />Don’t overrun page with too many keywords <br />Content should remain readable<br />Avoid keyword “stuffing”<br />Good keyword density: 2-4%<br />Keyword Density Tool:<br />
    12. 12. Inbound Links<br />Inbound links are hyperlinks from one domain to another<br />Google in particular, views inbound links as a type of “vote” from website for another site<br />Link Popularity = the number of inbound links pointing to your website<br />Popularity Tool:<br />
    13. 13. Anchor Text<br />Visible, clickable text in a hyperlink<br />The more often a keyword appears in anchor text of inbound links, the more likely it will rank well for that term in Google<br />
    14. 14. The 4th Prong to SEO:How Social Media is Affecting Search<br />2.<br />#SocialMojo<br />
    15. 15. Social Circles and Search<br />#SocialMojo<br />
    16. 16. Status Updates Appearing In SERPs<br />Twitter updates may now appear in search results<br />Facebook status updates may also appear<br />*If the user does not opt out<br />#SocialMojo<br />
    17. 17. Which Social ProfilesDo You Need?<br />3.<br />#SocialMojo<br />
    18. 18. #SocialMojo<br />
    19. 19. It’s All About Being SOCIAL<br />#SocialMojo<br />
    20. 20. Recommended social profiles<br />The “Big Three”<br /><ul><li> Twitter, Facebook and LinkedIn</li></ul>Video and Photo Sharing<br /><ul><li> YouTube (TubeMogul syndication)
    21. 21. Flickr or Picasa</li></ul>Bonus Profiles<br /><ul><li> Corporate Google profile/Buzz
    22. 22. FriendFeed</li></ul>Blog<br />#SocialMojo<br />#socialmojo<br />
    23. 23. Connect and streamline<br /><ul><li>Tool Integration
    24. 24. Connect all possible sites when realistic
    25. 25. Don’t do so much that you drive away users
    26. 26. Twitter updates to Facebook</li></ul>#SocialMojo<br />#socialmojo<br />
    27. 27. #SocialMojo<br />#socialmojo<br />
    28. 28. #SocialMojo<br />#socialmojo<br />
    29. 29. How to Monitor YourSocial Profiles<br />4.<br />#SocialMojo<br />
    30. 30. Efficient monitoring<br />Things that make my life easier<br /><ul><li>TweetDeck
    31. 31. hashtag and keyword searches
    32. 32. groups/lists
    33. 33. Trackur
    34. 34. Twitter Search
    35. 35. TweetBeep
    36. 36. Google Alerts
    37. 37. SocialMention</li></ul>#SocialMojo<br />#socialmojo<br />
    38. 38. For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be. <br />- B.L. Ochman, BusinessWeek, February 2009<br />#SocialMojo<br />
    39. 39. Using Social Media To IncreaseOrganic Rankings<br />5.<br />
    40. 40. Owning Your Branded Search Results<br />All company links on the first page of the SERP<br />Company page<br />Blog<br />Twitter page<br />Facebook page<br />LinkedIn Page<br />Status updates appearing in SERPs<br />#SocialMojo<br />
    41. 41. Content Blast<br />Get content out faster!<br />Instant reach<br />Increased traffic via increased sharing of link<br />More likely to become viral<br />Easier to share – retweet anyone?<br />Engage with your customers<br />Good press / articles – Ask for a link<br />#SocialMojo<br />
    42. 42. MarketingSherpa<br /><ul><li>“…percentages of marketers who say social media is somewhat or very effective at achieving specific SEO objectives:
    43. 43. Improving search rankings – 91%
    44. 44. Increasing traffic from targeted keywords -- 90%
    45. 45. Expanding content shown in universal search results – 89%
    46. 46. Improving the ROI from search programs – 80%
    47. 47. Generating more qualified leads -- 78%”</li></ul>#SocialMojo<br />
    48. 48. Recap!<br />1. Understanding search engines<br />2. Knowing where search and social are today<br />3. Setting up critical social profiles<br />4. Efficiently monitoring social<br />5. Using social to increase organic rankings<br />#SocialMojo<br />
    49. 49. Bare Minimum<br />SEO<br />Choose your keywords<br />Add keywords to website content<br />Engage in quality link building efforts<br />Social Media<br />Twitter<br />Facebook<br />LinkedIn<br />Blog: Create fresh content worthwhile to your customers<br />#SocialMojo<br />
    50. 50. Contact Information<br />Avelyn Austin<br />Account Manager<br /><br />800-939-5938 x106<br />@AvelynAustin<br />Renée Revetta<br />Social Media Specialist<br /><br />800-939-5938 x107<br />@ReneeRevetta<br /><br /><br />#SocialMojo<br />