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Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
Integrating search marketing and social media
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Integrating search marketing and social media

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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

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
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  • Altimeter Group
  • Transcript

    • 1. Raising the Visibility of Your BrandIntegrating SearchMarketing and Social Media
    • 2. Is your digital marketing working hard enough?
    • 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. Digital channels work harder when they work together
    • 5. “The website is dead: Long live the multi-channel digital eco-system”
    • 6. Content is the key tosuccess
    • 7. Together theymake your brand more visible in search
    • 8. Paid media have a role too
    • 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. Encourage positive socialfeedback and drive sales
    • 11. Its important to respond helpfully tonegative feedback too
    • 12. Positive Enhancedperceptions findability Customer Better advocacy conversion
    • 13. The evolution ofsocial search
    • 14. Search engines have come a long way since 1998
    • 15. It used to be about spiders
    • 16. And clever SEO Ninjas
    • 17. But the internet filled up with junk
    • 18. Social media changedeverything
    • 19. Google Panda was born....
    • 20. Then there was Penguin!
    • 21. Search got social
    • 22. Or is that so.cl
    • 23. It got local too.
    • 24. People matter more than ever
    • 25. mobile search is increasingly important for brands...
    • 26. How social fits intosearchIn simple terms...
    • 27. The key factors that influence rank? Hat tip to Search Engine Land!
    • 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. 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. 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. 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. An example...
    • 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. London Business SchoolLet’s take LondonBusiness School• No.1 for their brand term• But that’s not all...
    • 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. London Business SchoolSocial Profiles• Twitter, Facebook and Youtube channels prominently displayed in search results
    • 37. London Business School• Google + posts also displayed in RHC• Blog Post’s, videos, images and slide presentations also rank well
    • 38. So how can all thiswork for your brand?
    • 39. Listen first,speak later!
    • 40. Develop your marketing infrastructurehttp://mashable.com/2011/08/31/social-media-crisis/
    • 41. Start thinkinglike a publisher!
    • 42. Image credit: http://sailingscuttlebutt.blogspot.co.ukAnticipate your audience’s needs
    • 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. Talk about the subjects you want to be found for.
    • 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. Keep it fresh
    • 47. And don’t forget it is a two way conversation
    • 48. The social cycle
    • 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. So who’s done it?Meet Dollar Shave Club
    • 51. Razor blades sent to your home for $1 a month
    • 52. Create contentworth sharing
    • 53. Share in social networks
    • 54. Social rankingsincrease SEO
    • 55. Get inbound links
    • 56. Get more socialmedia followers
    • 57. Apply sometraditional PR
    • 58. Get mainstreammedia exposure
    • 59. Obtain WOMreviews adding to SEO and reputation
    • 60. Success!
    • 61. ToolsMaking the most of social & search
    • 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. The tools of the trade SEO Social media Engagement analysis monitoring support Social media Content analytics aggregation
    • 64. SEOanalysis
    • 65. http://opensiteexplorer.org
    • 66. http://seomoz.org
    • 67. Social media monitoring
    • 68. http://visibletechnologies.com
    • 69. http://socialmention.com
    • 70. http://google.com/alerts
    • 71. http://twentyfeet.com
    • 72. Engagement support
    • 73. http://namechk.com
    • 74. http://knowem.com
    • 75. http://friendorfollow.com
    • 76. http://tweriod.com
    • 77. http://bufferapp.com
    • 78. http://disqus.com
    • 79. http://blogdash.com
    • 80. http://sproutsocial.com
    • 81. http://vitrue.com
    • 82. Social media analytics
    • 83. http://tweetreach.com
    • 84. http://crowdbooster.com
    • 85. http://socialbakers.com
    • 86. http://klout.com
    • 87. http://kred.com
    • 88. Contentaggregation
    • 89. http://hootsuite.com
    • 90. http://google.com/reader
    • 91. ThanksAny questions?

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