Search (SEO) & Social Media Working Together: DMA Days PresentationPresentation Transcript
Search & Social Working Together? Even In Social Media They Still Need to Find You! Liana “Li” Evans, Director of Social Media
First Lets Understand
In the Beginning We Had Advertising & Marketing
We Use to Push Messages And Audiences Were Forced to Listen
There Was No Engagement Even Though Consumers Wanted It
Then Search Came Along(The Old Way – 10 Blue Links) *courtesy Mike Grehan – SearchEngineWatch.com And Google Changed the Landscape
But Again… Customers Weren’t Really Engaged Google Just Pushed 10 Blue Links Out
And With Direct Marketing Again, Not Much Engagement
Then Came Along Social Media
Which Finally Gave Consumers a Way to Talk Back - EASILY
And Communities Now Share Their Experiences with One Another And Not Only do Audience Members Listen, Search Engines Do Too
Google Said This… Nearly Two Years Ago
Look At Search Now
Search & Social
Search, Social & MapsApparently Google Knows Where I Am Thanks to Social Media
Not Just Textual Search, But Images, Too
And What About Video…?
Searches – Not Just On A Search Engine Anymore!
In August 200910 billion videos viewed
In April 201030.3 Billion Videos Viewed
It Really Isn’t About Going “Viral”
Social Media The Thing of it Is…. It’s No Longer About You It’s About Them, How They Find You & If They Find You Valuable
It’s About Fulfilling a Need – Their Need
Apparently the Chicago Blackhawks… are a need!
OK, That’s Cool But How Do I KNoW THIS STUFF WORKS?
Let’s Take 3 Steps Back
4 Pillars of Social Media Marketing Research Helps you find where your audience is Helps you understand how & why they talk about you Strategy Helps you plan for the good & bad Keeps your plans focused & on target
4 Pillars of Social Media Marketing Engagement Its what Social Media is all about And it’s the only way you’ll be successful Measurement Goals help you understand how Social Media affects your bottom line (ROI) Metrics help you know what’s working & what isn’t
At the End of the Day You’re Accountable Don’t Just Count – Counting Can Be Misleading Tweets, Followers Think about all those spam accounts Fans & Friends Are they REALLY your fans? Do You Look at Interaction & Engagement? How Much Are the Sharing How Often to the Recommend How Does What Your Doing Affect Traffic & Buzz Conversations Going On Traffic Diversification (Search/Direct/Referrals)
Where Are You Getting Your Data? Web Traffic Alone it only tells your part of the story Buzz Monitoring Only tells Where & When the Conversations happen Insights/Social Media Site Data Lets you know what’s going on with your profile
How Do You Pull It All Together? Excel Spreadsheets Pivot Tables Charts Graphs Word Documents Summaries of Engagements Overview of Goals/Metrics But Does the C-Suite Understand?
Alright - I Get Social Media’s Important, But How Can I Use IT?
Let’s Look at a Real World Example
I Want to Sing at Karaoke!
Local & Social Can Be Powerful
It Doesn’t Stop at the Web Browser or Google Search
Apps Are Social & You Still Need to Be Found
How Do I Do What You Did? Great… That’s All Fine & Dandy But….
How Can Anyone Guarantee a Top 10 ranking anymore? Think about it! Logged into your Google Account? Google personalized your results Local - They know your IP, serve you geographically relevant ads & results Have the Google Toolbar installed? Google knows your history & serves up results according to where you’ve been before. Using Chrome? Google knows all!
You Need to Start With the Basics Step One: Do Keyword Research How do people search for your products/services How do they search for YOU Are they searching more for YOU or an “idea” of what you sell, do or provide? Search in Search Engines is Different than Search in Social Media Step Two: Optimize Your Site Get Rid of Site Inhibitors – Flash, Frames, etc. Snappy Titles Tags Valuable Content Links
And Keep Building on the Basics Step Three: Optimize Your Digital Assets Videos Titles, descriptions, tags, categories Photos Titles, descriptions, tags, groups, geo-location Audio Titles, descriptions, tags, transcripts Step Four: Incorporate Social Media Names, Locations Interests , Hobbies & Industries Photos, Videos, Content (tagging)
Remember SEO Is Still Fundamental It’s Just Not Unique Anymore! (Seriously It’s Not!) Without a Solid Foundation, You’re Strategy Could Crack Optimize Your Titles Optimize Your Content Use Tagging Categorize Your Content Optimize Your Digital Assets Videos, Photos, Audio
Do You Understand Your Audience? How Do They Search? Using Search Engines? Using Social Media? Searching Videos? How About Photos? Maybe a Smart Phone (Droid, Blackberry, iPhone)? What Lingo Do They Use? Are They Local, National or Global? How Do They Prefer Their Content Served? Video, Text, Audio, Photo, Maps, Directions, etc.?
Search, Social, Mobile It’s All About Being Found
You Need to be Optimized in OpenTable to Fill the Table
Google, Bing, Yahoo
Your Title Tags Should Reflect What You Sell not just “Home” Your Profiles Should Indicate What You Talk About “We’re a candy company crazy about 80’s retro candy like Pez!”
Last – But Not By Mean Least
Your Audience Deems What Is Valuable, Not You
Make it Portable! Easy to Share, Makes it Easy to Find!
Don’t Be Stingy Link to others, say thank you & spread the love! Remember It Isn’t All About You Other people make it easy to find you as much as a search engine does!
Want To Learn More? Current White Paper: Measuring Social Media - Social Media Impact: Unicorn or Elephant Pending Book: Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media – June 24th, 2010 (Que Press)
Contact Serengeti Communications: www.serengeticommunications.com www.socialconversations.com www.socialsnap.com @serengeticom Phone: 703-556-3390 Liana “Li” Evans – Director of Social Media firstname.lastname@example.org @storyspinner Text: LIANA to 70259 (add your email after “LIANA”)