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MIPAA Online Workshop <ul><li>Maximising SEO in comms materials </li></ul><ul><li>Monitoring and engaging in social media ...
What is SEO? <ul><li>Making it as easy as possible for people to find you through search engines </li></ul>
Keywords are king <ul><li>Keywords are the words people use when they’re looking for you. If you use them too, they’ll fin...
Keywords are king <ul><li>Keywords are the words people use when they’re looking for you. If you use them too, they’ll fin...
Link up <ul><li>More links give you higher rankings </li></ul><ul><li>Link outward </li></ul><ul><ul><li>Link to other sit...
What is social media? <ul><li>Sites that enable people to interact with each other </li></ul>
Find  Listen Engage Influence <ul><li>Use your keywords to find people on: </li></ul><ul><ul><li>Google </li></ul></ul><ul...
Find  Listen  Engage Influence <ul><li>RSS=Really Simple Syndication </li></ul><ul><li>Subscribe to RSS feeds using an agg...
Find Listen  Engage  Influence <ul><li>Match the right content to the right people and outreach </li></ul><ul><li>Informal...
Find Listen Engage  Influence <ul><li>Good relationships + time=influence </li></ul>
Evaluating influence <ul><li>Challenges </li></ul><ul><ul><li>What exactly are you measuring? </li></ul></ul><ul><ul><li>W...
MIPAA Presentation on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social ...
MIPAA Presentation on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social ...
MIPAA Presentation on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social ...
MIPAA Presentation on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social ...
MIPAA Presentation on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social ...
MIPAA Presentation on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social ...
MIPAA Presentation on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social ...
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MIPAA Presentation on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social media; and the challenges and opportunities of evaluating influence.

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This is a presentation I prepared for members of the Motor Industry Public Affairs Association (MIPAA) on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social media; and the challenges and opportunities of evaluating influence.

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MIPAA Presentation on improving Search Engine Optimisation (SEO) for marcoms materials; monitoring and engaging in social media; and the challenges and opportunities of evaluating influence.

  1. 1. MIPAA Online Workshop <ul><li>Maximising SEO in comms materials </li></ul><ul><li>Monitoring and engaging in social media </li></ul><ul><li>Evaluating, ranking and assessing influence </li></ul>
  2. 2. What is SEO? <ul><li>Making it as easy as possible for people to find you through search engines </li></ul>
  3. 3. Keywords are king <ul><li>Keywords are the words people use when they’re looking for you. If you use them too, they’ll find you. </li></ul><ul><li>List the keywords you know </li></ul>You Competitor 1 Competitor 2... Name Web URL Public figures Brand names Brand URLs Key issues
  4. 4. Keywords are king <ul><li>Keywords are the words people use when they’re looking for you. If you use them too, they’ll find you. </li></ul><ul><li>List the keywords you know </li></ul><ul><li>List the keywords you don’t know </li></ul><ul><ul><ul><li>Marketing literature, websites, media agencies </li></ul></ul></ul><ul><ul><ul><li>Google’s AdWords keyword tool https://adwords.google.com/select/KeywordToolExternal </li></ul></ul></ul><ul><li>Put them everywhere </li></ul><ul><li>Page titles, headings, links </li></ul><ul><li>Meta tags – title and description </li></ul><ul><li>Text – about 5 keywords per 100 words </li></ul>
  5. 5. Link up <ul><li>More links give you higher rankings </li></ul><ul><li>Link outward </li></ul><ul><ul><li>Link to other sites </li></ul></ul><ul><ul><li>Put keywords in anchor text of links </li></ul></ul><ul><ul><li>Encourage other sites to link to you </li></ul></ul><ul><li>Link inward </li></ul><ul><ul><li>Link your most important pages to all others </li></ul></ul><ul><ul><li>Use text navigation </li></ul></ul><ul><ul><li>Supplement graphics or ‘dynamic’ navigation with textual links </li></ul></ul>
  6. 6. What is social media? <ul><li>Sites that enable people to interact with each other </li></ul>
  7. 7. Find Listen Engage Influence <ul><li>Use your keywords to find people on: </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>Boardreader </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Del.icio.us </li></ul></ul><ul><ul><li>Google Blog Search, Technorati </li></ul></ul><ul><li>Rank them </li></ul><ul><ul><li>Yahoo site explorer inlinks for websites https://siteexplorer.search.yahoo.com/ </li></ul></ul><ul><ul><li>Technorati authority for blogs http://technorati.com/ </li></ul></ul>
  8. 8. Find Listen Engage Influence <ul><li>RSS=Really Simple Syndication </li></ul><ul><li>Subscribe to RSS feeds using an aggregator </li></ul><ul><li>Use RSS aggregators to monitor core bloggers </li></ul><ul><li>Keep an ear open for other key conversations by subscribing to searches across social media </li></ul><ul><li>Additional platforms to consider: </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Google News/Yahoo News </li></ul></ul><ul><ul><li>Friendfeed </li></ul></ul><ul><ul><li>Microsoft Live Web </li></ul></ul>
  9. 9. Find Listen Engage Influence <ul><li>Match the right content to the right people and outreach </li></ul><ul><li>Informality, relevance and transparency are key </li></ul><ul><ul><li>Approach bloggers directly, owners of sites, moderators of forums or social sites </li></ul></ul><ul><ul><li>say who you are, where you’re from </li></ul></ul><ul><ul><li>mention something about their blog/site/forum </li></ul></ul><ul><ul><li>ideally offer them something </li></ul></ul><ul><ul><li>ask whether they'd mind you keeping them in the loop </li></ul></ul><ul><ul><li>leave it </li></ul></ul><ul><li>DON'T do a standard mail-out! </li></ul>
  10. 10. Find Listen Engage Influence <ul><li>Good relationships + time=influence </li></ul>
  11. 11. Evaluating influence <ul><li>Challenges </li></ul><ul><ul><li>What exactly are you measuring? </li></ul></ul><ul><ul><li>Who is listening to you? </li></ul></ul><ul><ul><li>Did you change behaviour? </li></ul></ul><ul><li>Opportunities </li></ul><ul><ul><li>Understand your brand </li></ul></ul><ul><ul><li>Earn love in bad times and thrive in good </li></ul></ul><ul><ul><li>Become the influencer </li></ul></ul>

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