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SEO & Social Media
A Match Made in Heaven
Brett Snyder
Owner, Knucklepuck
@BrettASnyder
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Brett Snyder
Owner, Knucklepuck
• Integrated digital marketing
• Be Where Your Audience Is!
• Twitter: @BrettASnyder
@BrettASnyder #stateofsearch
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Brett Snyder
Career agency marketer
@BrettASnyder #stateofsearch
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Brett Snyder
Lover of sports & outdoor activities
@BrettASnyder #stateofsearch
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Brett Snyder
Recently married with a 8-month “fur baby”
@BrettASnyder #stateofsearch
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What Makes a Great Marriage?
• Communication
• Commitment
• Cooperation
• Creativity
• Courtship
@BrettASnyder #stateofsearch
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Relationship Modeling
• Foundation of all major
search engines
• Crowdsourcing
authority via our
relationships
• Goal: Anticipate user
intent
@BrettASnyder #stateofsearch
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Integrated Marketing
• Identifying who your audience
is and where they are online
• Connecting with your audience
to build lasting relationships
• Putting the “social” in “social
media”
@BrettASnyder #stateofsearch
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Understanding Social Media
“Social media is not a strategy,
it’s a channel where your content
plays out”
~Marty Weintraub, @aimclear
@_seandolan
@BrettASnyder #stateofsearch
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Social Networks
@BrettASnyder #stateofsearch
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Social Networks
@BrettASnyder #stateofsearch
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Social Networks
@BrettASnyder #stateofsearch
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Social Networks
@BrettASnyder #stateofsearch
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Social Networks
@BrettASnyder #stateofsearch
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Social Networks
@BrettASnyder #stateofsearch
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Understanding Social Media
• Opt-in Content Network
• Collection of
Prequalified Interests
• Dialogue > Monologue
• Converging Media
@BrettASnyder
#stateofsearch
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Social Media for SEOs
“It’s not the actual social
activity that matters, but
what happens as a result
of that activity.”
~AJ Kohn, @ajkohn
@BrettASnyder http://bit.ly/1vldHvb
#stateofsearch
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“Social sows the seeds of
solid SEO”
~ Guy who loves tacky, alliterative statements
@BrettASnyder #stateofsearch
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Social Ranking Factors
@BrettASnyder #stateofsearch
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Social Ranking Factors
@BrettASnyder http://bit.ly/1lNlr5j #stateofsearch
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Social Ranking Factors
@BrettASnyder http://bit.ly/1lNlr5j #stateofsearch
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“Correlation is not causation
but it sure is a hint”
~ Edmund Tufte
@BrettASnyder #stateofsearch
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Ice Cream Causes Drowning?!?
10
8
6
4
2
0
0 2 4 6 8 10
Amount of Ice Cream Eaten
Number of Drowning Deaths
@BrettASnyder #stateofsearch
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But…Why Not?
• Search engines use quality
signals, not “ranking
factors”
• Matt Cutts : “So because
we're sampling an imperfect
web, we have to worry a lot
about identity when identity
is already hard.”
• Extremely easy to
manipulate
@BrettASnyder #stateofsearch
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http://bit.ly/BambooChalupaSocialRankingFactors
@BrettASnyder #stateofsearch
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Organic rankings are based on
trust & authority
@BrettASnyder #stateofsearch
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Social Media helps curate
trust & authority
@BrettASnyder #stateofsearch
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Social Media helps curate
trust & authority
@BrettASnyder #stateofsearch
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Step One: Find Them
@BrettASnyder #stateofsearch
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KnowEm.com
@BrettASnyder #stateofsearch
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WeFollow.com
@BrettASnyder #stateofsearch
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Followerwonk
@BrettASnyder #stateofsearch
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Followerwonk
@BrettASnyder #stateofsearch
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Followerwonk
@BrettASnyder #stateofsearch
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Followerwonk
@BrettASnyder #stateofsearch
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Twitter Lists
• Curate authoritative sources
around your particular niche
• Learn what type of content
your audience is most
interested in sharing
@BrettASnyder #stateofsearch
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Highlight Key Influencers
@BrettASnyder #stateofsearch
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Segment Geographically
@BrettASnyder #stateofsearch
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Wishlist
• Maximum 10
people on this list
• Goal: Follow back
• Goal: Access to DM
@BrettASnyder #stateofsearch
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Search Twitter Lists
@BrettASnyder #stateofsearch
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Search Twitter Lists
@BrettASnyder #stateofsearch
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Competitor Lists
@BrettASnyder #stateofsearch
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If This Then That
@BrettASnyder #stateofsearch
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If This Then That
@BrettASnyder #stateofsearch
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If This Then That
@BrettASnyder #stateofsearch
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If This Then That
• Monitor Reddit for Content
• Gather PR Opportunities
• Keep Track of Twitter
Hashtags
• Monitor Journalists on
Quora
• Monitor Social Chatter
@DanaForman,
SEER Interactive
@BrettASnyder http://bit.ly/1vl8zaB #stateofsearch
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Other Free Ways to
Discover Influencers
• BuzzSumo
• LinkedIn Shared
Connections
• SocialRank.com Market
Intelligence
• Google+ Ripples
• SimplyMeasured
• Twellow
• CircleCount
@BrettASnyder #stateofsearch
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Step Two: Win Them Over
@BrettASnyder #stateofsearch
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What Makes a Great Marriage?
• Communication
• Commitment
• Cooperation
• Creativity
• Courtship
@BrettASnyder #stateofsearch
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What Makes a Great Marriage?
• Communication
• Commitment
• Cooperation
• Creativity
• Courtship
@BrettASnyder #stateofsearch
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Principles of Social Courtship
@BrettASnyder #stateofsearch
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6 Degrees of Kevin Bacon
According to a study by Facebook, users
average 3.74 degrees of separation
@BrettASnyder http://bbc.in/1kjHy33
#stateofsearch
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Facebook Graph Search
• “Find more of what you’re
looking for through your
friends and connections”
• Discover second- and third-tier
connections that already
exist
@BrettASnyder #stateofsearch
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Marketers Who Live in Dallas
@BrettASnyder #stateofsearch
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Marketers Who Live in Dallas
@BrettASnyder #stateofsearch
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Who Attended Villanova and
Work at Google
@BrettASnyder #stateofsearch
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Who Work as Journalists in
Washington, D.C.
@BrettASnyder #stateofsearch
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Who Work as Journalists in
Washington, D.C.
@BrettASnyder #stateofsearch
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Shared Connections with your
Business
• Groups
• Pages Liked
• Shared Interests
• Demographics
• Locations
@BrettASnyder http://bit.ly/UzpQMD
#stateofsearch
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Tweriod
@BrettASnyder #stateofsearch
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Tweriod
@BrettASnyder #stateofsearch
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Tweriod
@BrettASnyder #stateofsearch
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http://500px.com/
@BrettASnyder #stateofsearch
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http://500px.com/popular
@BrettASnyder #stateofsearch
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http://500px.com/joshnorem
@BrettASnyder #stateofsearch
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http://500px.com/joshnorem
@BrettASnyder #stateofsearch
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http://500px.com/joshnorem
@BrettASnyder #stateofsearch
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https://www.facebook.com/TheFurrtographer
@BrettASnyder #stateofsearch
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https://www.facebook.com/TheFurrtographer
Learn what key
influencers are doing to
engage with the
community to establish
common interests
@BrettASnyder #stateofsearch
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Tying Social Back to SEO
@BrettASnyder #stateofsearch
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Place the Emphasis on Your Website
• Create content assets that
live on your website
• Social should drive the
conversation, website
should drive the story
@BrettASnyder #stateofsearch
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Social Branding
@BrettASnyder #stateofsearch
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Branding
• Social media represents your
online reputation
• Consider social media just as
you would customer service:
a means to communicate
with customers
@BrettASnyder #stateofsearch
http://bit.ly/ZXVrnG
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Branding
@BrettASnyder #stateofsearch
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Branding
@BrettASnyder #stateofsearch
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Branding
@BrettASnyder #stateofsearch
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Branding
@BrettASnyder #stateofsearch
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Content Distribution
@BrettASnyder http://selnd.com/1xgNnBO #stateofsearch
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Generate Content Ideas
@BrettASnyder #stateofsearch
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Generate Content Ideas
@BrettASnyder #stateofsearch
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Generate Content Ideas
@BrettASnyder #stateofsearch
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Generate Content Ideas
@BrettASnyder #stateofsearch
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Generate Content Ideas
@BrettASnyder #stateofsearch
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Generate Content Ideas
@BrettASnyder #stateofsearch
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Paid Amplification
@BrettASnyder #stateofsearch
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Final Thoughts
@BrettASnyder #stateofsearch
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Good marketing is all about
your relationships
@BrettASnyder #stateofsearch
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Your return is relative to your
investment
@BrettASnyder #stateofsearch
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It does get easier,
I promise!
@BrettASnyder #stateofsearch
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Think like a marketer, act like
a human being
@BrettASnyder #stateofsearch
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Thank You!
TO LEARN MORE OR FOR ANY QUESTIONS:
Brett Snyder
Owner, Knucklepuck
brett@knucklepuckmedia.com
@BrettASnyder
@BrettASnyder #stateofsearch
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Additional Image Credits
• Relationship Modeling – https://en.wikipedia.org/wiki/PageRank
• Integrated Marketing – http://answerhub.com/article/5-best-practices-of-online-
communities/
• Understanding Social Media –
https://www.flickr.com/photos/james__clayton/5957786486
• Identity – http://apocalypse-how.com/2014/05/22/apocalypse-how-identity-crisis/
• 6 Degrees of Kevin Bacon – http://readingeagle.com/life/article/six-degress-of-
kevin-bacon-a-game-changer#.U9gItYBdVj4
• Storytelling – https://www.flickr.com/photos/hikingartist/14134388517/
@BrettASnyder #stateofsearch
These are the same principles that drive good marketing. Core concepts that form the foundation for good relationships are shared among SEO and Social Media strategies
To be a good marketer, you need to be good at relationship-building over and over and over again…and this is where SEO and Social Media intersect. Trying to make someone fall in love with your brand over and over again
Strings not Things – Refers to how Google is beginning to interpret the web more for what it MEANS than what it SAYS. Semantics are key.
SEO is an amalgam of strategies
Converging Media: Paid-Earned-Owned
Let’s address the elephant in the room straightaway
Confounding Variable – extraneous variable that correlates with both an independent and dependent variable.
Don’t get me wrong, they would LOVE to use social signals. They just can’t with a high enough degree of confidence to build an algorithmic solution
Therefore, our goal is to curate trust & authority. We do this by identifying where trust or authority might be established on the web and ensure we have a presence in those communities. And that starts with…
Telling a business owner that being where your audience is will help the business grow is like telling a professional athlete that training will make them better. There’s no arguing w/ the sentiment but it doesn’t provide any information to actually accomplish that.
There is nothing overly advanced about what we’re about to look at. We’re going to focus on social networks that I’m certain everyone is already participating in. DEFINE WHO “THEM” ARE
These are the same principles that drive good marketing.
These are the same principles that drive good marketing.
Based on this, you are theoretically able to connect with anyone on Facebook in less than 4 emails. This study was done in 2011. In 2011 there were 845M total Facebook users…as of June 2014 there are 829M daily active users and 1.32B monthly active users.
Launched in January 2013. Filter based on any number of searches. As with anything social media, the value of these tactics gets stronger w/ the strength of your network
Engage when your audience is most engaged
Engage when your audience is most engaged
Engage when your audience is most engaged