SEO At The Intersection of Social Media


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Everyone has heard about the rise of social media and how the search engines are incorporating social media signals into how they rank sites. This has created confusion on how to create and share website content to make your site visible in the search engines.
The attendee will get concrete tactics to bring the search and social teams together to craft a stronger, more coherent content strategy that builds off the strengths of both.
The attendee will learn how to:
• Interpret social media conversations to understand your audience and what content they are looking for
• Using advanced keyword modeling to both understand your audience and discover their needs
• Using search to drive topics for discussion when creating blogs, tweeting and posting to Facebook and Linkedin
• Using search and social together to drive marketing decisions, messaging and positioning for the range of your company’s products

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SEO At The Intersection of Social Media

  1. 1. SEO At TheIntersection ofSocial Media TextNovember 15, 2012Monday, November 19, 12
  2. 2. Agenda Presenter John Thyfault - VP, Search & Social Media Beasley Direct Marketing § Defining the scope of social media § Social Media’s influence on search engines § Understand how to track social media and benchmark for success § Best practices and policies for social media marketing within organizations § Look at changes in how you interact with your customers and their preferences for engagement 2Monday, November 19, 12
  3. 3. Monday, November 19, 12
  4. 4. John Thyfault Background The brings a proven track record of successful campaign, program and product development expertise to his clients. His knowledge of search engine optimization (SEO), pay per click (PPC) marketing and social media marketing, combined with an in-depth understanding of customer identification, market analysis and segmentation, allows him to deliver high returns on our clients marketing investment for both business-to-consumer and business-to-business markets. John is active in local marketing associations, including the Direct Marketing Association, the Business Marketing Association of Northern California. John has taught search engine marketing extensively in Northern California and across the country. He has led workshops for the Silicon Valley American Marketing Association, the Direct Marketing Association in Northern and Southern California and the Business Marketing Association. He also teaches Search Engine Marketing at University of California, Santa Cruz, Extension in Silicon Valley. 4Monday, November 19, 12
  5. 5. Social Media What It Is and Is Not § Relevant Social Media Statistics for 2012 § If Facebook were a country it would be the world’s 3rd largest and 2x the size of the U.S. population § Over 50% of the world’s population is under 30-years- old § Facebook tops Google for weekly traffic in the U.S. § 1 in 5 couples meet online; 3 in 5 gay couples meet online § 1 in 5 divorces are blamed on Facebook § 2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction § 80% of companies use social media for recruitment; % of these using LinkedIn 95% 5Monday, November 19, 12
  6. 6. Defining Social Media vs. Industrial Media § “… a group of internet-based applications…that allow the creation and exchange of user-generated content.”1 § Six different types of social media: § Collaborative projects (e.g. Wikipedia) § Blogs & microblogs (e.g. Twitter) § Content communities (e.g. YouTube) § Social networking sites (e.g. Facebook & LinkedIn) § Virtual game worlds (e.g. World of Warcraft) § Virtual social worlds (e.g. Second Life) 1 Kaplan, Andreas M.; Michael Haenlein (2010). "Users of the world, unite! The challenges and opportunities of Social Media". Business Horizons 53 (1): 59–68. 6Monday, November 19, 12
  7. 7. Defining Social Media vs. Industrial Media § In Social media, the publisher and the user are co- creating value § Differences between social and industrial media § Reach § Accessibility § Usability § Immediacy § Permanence From Wikipedia 7Monday, November 19, 12
  8. 8. Some Leading Social Media Sites § Facebook § Qzone (China) § LinkedIn § RenRen (China) § YouTube § Badoo (Teens UK) § Twitter § Orkut (Brazil) § Google+ § Foursquare § Digg § Goowalla § § Reddit § Technorati § Stumbleupon § Flicker § Pinterest § Mashable § Etc., etc., etc. 8Monday, November 19, 12
  9. 9. Social Media What It Is and Is Not § Is not going supplement professional website development § Is not going to replace email § Is not going to cure cancer § Has changed the basic way we communicate on the web § We listen to our users and customers § We talk with them instead of at them § Has changed the product development cycle 9Monday, November 19, 12
  10. 10. Forrester Research Technographics Ladder 10Monday, November 19, 12
  11. 11. Taking Advantage Of Social’s Influence On Search § Three things that you need to know to be successful § Who’s talking about your product, marketplace and the problems your product offers a solution to § Identify the Creators, Conversationalists & Critics and where they are having their conversations § How are they talking about it? What is the language that they are using. § Not just keywords but the tone of voice in the conversation § What is important to the Creators, Conversationalists and Critics § Straight facts § Center of attention / ego boosting § Solving problems for others 11Monday, November 19, 12
  12. 12. Taking Advantage Of Social’s Influence On Search § Finding the Creators and Critics § NetBase § Radian6 § Lithium § SocialMention § Klout § Google § BrandWatch § RavenTools § HootSuite 12Monday, November 19, 12
  13. 13. Taking Advantage Of Social’s Influence On Search § Understanding their language via social media listening § Starts very similarly to a SEO/PPC research project § Good strong tools such as WordTracker, Keyword Discovery, AdWords Keyword Tool, SEOmoz,, etc. can give you the guidance on keyword list development and potential § Start inputting your identified keywords into your social tools from the last slide. You will start to discover new sites, blogs, postings and people to target 13Monday, November 19, 12
  14. 14. Taking Advantage Of Social’s Influence On Search § Make your contributions INTERESTING! § Short, snappy headlines that promise info but don’t tell the whole story § “Top 5 ways to drive social traffic” § “The 8 most embarrassing moments in baseball” § You’ve done the keyword research now use them in any and all postings § Headlines § Body Text § Always include a link to your site/blog/product/profile in any and all postings § Find the critics and try to be the first to share/re-tweet/ post their content. They will notice you and do the same for you 14Monday, November 19, 12
  15. 15. Social Media Metrics That Transcend Individual Sites § Avinash Kaushik, Digital Evangelist for Google, Co-Founder of MarketMotive, all around thought leader § Developed a cross channel model for tracking the effectiveness of social media § Conversation § Amplification § Applause § Economic value Occam’s Razor Blog, 15Monday, November 19, 12
  16. 16. Conversation Rate § Conversation rate = # of audience comments (or replies) per post § Listen to what your followers/friends are saying about you § Have meaningful conversations with your audience § If you say something provocative, make sure it has some relation to your brand/product/service Occam’s Razor Blog, 16Monday, November 19, 12
  17. 17. Amplification Rate § Same basic stat but viewed differently on different social media networks § Twitter § # of retweets per tweet § Facebook § # of shares per post § YouTube § Share of clicks per post/video Occam’s Razor Blog, 17Monday, November 19, 12
  18. 18. Applause § True understanding of your audience § Twitter § # of favorite clicks per post § Facebook § # of likes per post § Google+ § # of +1s per post § YouTube & blogs § # of 1+s and likes per postOccam’s Razor Blog, 18Monday, November 19, 12
  19. 19. Economic Value Occam’s Razor Blog, 19Monday, November 19, 12
  20. 20. Erik Olsen’s Social Media Dashboard 20Monday, November 19, 12
  21. 21. Social Media Best Practices Within Organization § Plan how your company will engage § Own your territory § Find your audience § Get the details on your profile § Listen before you speak § Have a conversational dialogue not a broadcast § Build your friends up over time § Exchange value in all of your interactions § Find the influencers in your space § Use your network only when you need to 21Monday, November 19, 12
  22. 22. Organizing Social Media Within Your Company § According to Steven Van Belleghem, author of The Conversation Manager, there are 4 phases to set up best practices for your company § Build knowledge § Launch pilot projects § Integrate social media into the fabric of your company § Leverage the effects of social media expertise across the company 22Monday, November 19, 12
  23. 23. Build Social Media Knowledge § Run a complete audit of where social media is currently being used in the company § Who is using it and how are they using it § What is the overall knowledge/comfort with SM within your company § What SM channels are being used § How is the company currently viewed in social media channels, include brands, products and company as a whole § Set up a social media dashboard 23Monday, November 19, 12
  24. 24. Build Social Media Knowledge § Identify your social media champions and have them share their knowledge § Accept the social media does not lend itself to traditional command and control management § Champions need to be empowered to take action and start conversations on new subjects based on dialogues taking place online 24Monday, November 19, 12
  25. 25. Build Social Media Knowledge § Set up an infrastructure for monitoring, reporting and sharing knowledge § Don’t block social media sites! § Engage everyone in the conversation early to avoid surprises § Bring legal & regulatory staff in early so that you do not surprise them and have reactive decisions instead of proactive policies § Make everyone involved aware of regulatory limitations and set policies that allow conversation while still staying within the regulations 25Monday, November 19, 12
  26. 26. Build Social Media Knowledge § Develop a social media guidebook for the company that lays out guidelines and rules § Get all out-ward facing personnel engaged in social media § Educate senior management and get their buy-in § Social media is not the fastest developing channel § Engage in training across all outward facing staff § Sales, Marketing, Customer Service 26Monday, November 19, 12
  27. 27. Launch A Variety of Pilot Projects § Projects need to be designed to show value of social media across the company § Goals to gather marketing knowledge and/or financial results in addition to adding to company’s social media understanding § Set up organized, measurable listening structures. Share the info that is learned from online conversations across the company 27Monday, November 19, 12
  28. 28. Leveraging What You’ve Learned § Social media and the info you discover will help to break down walls between silos in your organization § It will allow greater collaborations between your organization and your customers to develop what the products that the market is hungry for § It will start to create a coherent content strategy for your company’s outbound communications 28Monday, November 19, 12
  29. 29. Leveraging What You’ve Learned § By listening to and understanding the conversations that take place on social media, you will be able to: § Increase your search engine rankings § Help your company to develop new success metrics that better reflect the marketplace § Use your to use your company’s social media presence to leverage your messages over time in an incredibly effective way § Create a much more flexible, effective and quick marketing program that will help to drive your sales and grow your market because you understand it 29Monday, November 19, 12
  30. 30. Optimize Your Landing Pages With This Guide • Optimize your landing pages with this 10-page, hands-on guide offering tips on: – Design – Personalization – Offers – Usability h"p://­‐1112-­‐jt 30Monday, November 19, 12
  31. 31. Learn How to Optimize Your Emails Learn how to optimize your emails for delivery through spam filters and for consistency across email browsers in this handy guide. Learn how to: – Get your email around spam filters – Make your email look consistent across browsers – Optimize your design for blocked images and preview pane h"p://­‐oms-­‐1012-­‐jt 31Monday, November 19, 12
  32. 32. New Guide on Multichannel Marketing Hot off the press, this new guide offers tips on how to save money and optimize effectiveness h"p://­‐oms-­‐1012-­‐jt 32Monday, November 19, 12
  33. 33. Thank You!! Leave me a business card and I will send an electronic copy of tonight’s presentation to you. Please call or write with any questions John Thyfault email: jthyfault at phone: 650-323-1881 Twitter: @JohnThyfault 33Monday, November 19, 12