Your SlideShare is downloading. ×
0
Raising the Visibility of Your BrandIntegrating SearchMarketing and Social Media
Is your digital marketing working hard enough?
Don’t bury your head in the sand• Things have moved on• Social Media and Search  Marketing should no longer  be treated as...
Digital channels work harder when         they work together
“The website is dead: Long live the multi-channel digital eco-system”
Content is the key tosuccess
Together theymake your brand more visible in    search
Paid media have a role too
Paid media have a role tooPay Per Click advertisingshould play a part• Search PPC enhancesvisibility, especially incompeti...
Encourage positive socialfeedback and drive sales
Its important to respond helpfully tonegative feedback too
Positive     Enhancedperceptions   findability Customer       Better advocacy     conversion
The evolution ofsocial search
Search engines have come  a long way since 1998
It used to be about spiders
And clever SEO Ninjas
But the internet filled up with junk
Social  media changedeverything
Google Panda was born....
Then there was Penguin!
Search got social
Or is that  so.cl
It got local too.
People matter more than ever
mobile search is increasingly  important for brands...
How social fits intosearchIn simple terms...
The key factors that influence rank?           Hat tip to Search Engine Land!
The key factors that influence rank?Things that undermine your ranking• Poor quality content• Over optimised content• Dupl...
The key factors that influence rank?                   Things on your site that                   support your ranking    ...
The key factors that influence rank?Things off your site thatsupport your ranking• Authoritative links• Local relevance• S...
Don’t get over      excited!• Social is not a magic  bullet for your SEO• It drives new links and  social mentions• It kee...
An example...
London Business SchoolReading Room helped LBS set up a framework for developing rich targeted content and using it to enga...
London Business     SchoolLet’s take LondonBusiness School• No.1 for their brand  term• But that’s not all...
London Business     School• Places listing links to  Gmaps• If logged in then this  goes to Google+ Local• Reviews attache...
London Business     SchoolSocial Profiles• Twitter, Facebook and  Youtube channels  prominently displayed  in search results
London Business     School• Google + posts also  displayed in RHC• Blog Post’s, videos,  images and slide  presentations a...
So how can all thiswork for your brand?
Listen first,speak later!
Develop your marketing                                   infrastructurehttp://mashable.com/2011/08/31/social-media-crisis/
Start thinkinglike a publisher!
Image credit:                        http://sailingscuttlebutt.blogspot.co.ukAnticipate your audience’s needs
Make your content ‘spreadable’Be relevant and create valueIf I like your content it’s not because I like   your brand it’s...
Talk about the subjects you want        to be found for.
Where to start when creating content•   Start with objectives!•   Who are you trying to reach?•   What are you trying to a...
Keep it fresh
And don’t forget it is a two way        conversation
The social cycle
Create                       Getcontent    Apply some                          mainstream            traditional worth    ...
So who’s done it?Meet Dollar Shave Club
Razor blades sent to your  home for $1 a month
Create contentworth sharing
Share in social  networks
Social rankingsincrease SEO
Get inbound links
Get more socialmedia followers
Apply sometraditional PR
Get mainstreammedia exposure
Obtain WOMreviews adding to     SEO and    reputation
Success!
ToolsMaking the most of social & search
The challengesHow do I assess   What are people       Social     search       saying about my    publishing is performance...
The tools of the trade  SEO        Social media   Engagement analysis     monitoring      support      Social media     Co...
SEOanalysis
http://opensiteexplorer.org
http://seomoz.org
Social media monitoring
http://visibletechnologies.com
http://socialmention.com
http://google.com/alerts
http://twentyfeet.com
Engagement  support
http://namechk.com
http://knowem.com
http://friendorfollow.com
http://tweriod.com
http://bufferapp.com
http://disqus.com
http://blogdash.com
http://sproutsocial.com
http://vitrue.com
Social media analytics
http://tweetreach.com
http://crowdbooster.com
http://socialbakers.com
http://klout.com
http://kred.com
Contentaggregation
http://hootsuite.com
http://google.com/reader
ThanksAny questions?
Integrating search marketing and social media
Upcoming SlideShare
Loading in...5
×

Integrating search marketing and social media

423

Published on

My presentation on the interplay between search marketing and social media; originally prepared for a conference in Singapore. Contributions from 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
423
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Altimeter Group
  • Transcript of "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 SchoolReading Room helped LBS set up a framework for developing rich targeted content and using it to engage students, 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. Listen first,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 traditional worth media PR exposuresharing Obtain WOMShare in Get more reviews, social social media adding tonetworks followers SEO and reputation Socialrankings Get inboundincrease links Success! 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?
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×