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Social Media & SEO Objective Audit


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Objective Social Media/ SEO Needs and Opportunities Assessment delivered at MassTLC on September 27, 2011.
- Where are digital conversations happening that are influencing our target buyers for CRM data integration services and products?
- Who are the people who drive the digital conversations?

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Social Media & SEO Objective Audit

  1. 1. SEO and Social (mini) Audit MassTLC Breakfast Seminar September 27, 2011
  2. 2. Agenda <ul><li>Why Social </li></ul><ul><ul><li>The Social Funnel </li></ul></ul><ul><ul><li>5 Steps to Building and Growing Your Social Funnel </li></ul></ul><ul><li>Scribe Software Audit </li></ul><ul><ul><li>Social Conversation Audit </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>Key Questions </li></ul></ul><ul><li>Q&A </li></ul>
  3. 3. Business Adoption of Social
  4. 4. Social and Sales Via
  5. 5. Social Is Changing the Game
  6. 6. Marketing Has Changed
  7. 7. B2B Audience and Social
  8. 8. Hello to the Social Funnel
  9. 9. Inside the Social Funnel
  10. 10. 5 Steps to Building and Managing the Social Funnel
  11. 11. Before You Begin with Social <ul><li>Always start by asking: </li></ul><ul><ul><li>Is social important to my industry? </li></ul></ul><ul><ul><li>How relevant are digital conversations to my industry and target buyers? </li></ul></ul><ul><ul><li>What would be the value for my company if we engage with social? </li></ul></ul>
  12. 12. <ul><li>Scribe Software is a top provider of cloud and on-premise data integration solutions worldwide </li></ul><ul><li>12,000 customers worldwide </li></ul><ul><li>900 partners </li></ul><ul><li>1,200 certified consultants </li></ul><ul><li>14 years proven experience in CRM and ERP integration </li></ul><ul><li>The #1 CRM Data Integration Vendor </li></ul>Scribe Software: Social Audit
  13. 13. Step 1: Social Reach Source: Scratch M+M Company Facebook Twitter LinkedIn Blog Forums Scribe 458 1,058 297 Yes, twice monthly Yes Informatica 1,781 4,530 6,212 Knowledge Center Yes Boomi no 1,245 131 Yes, once monthly No SnapLogic Personal profile 529 169 Yes, frequently Self-service portal Pervasive 86 1,103 247 5-6 times/month Yes Cast Iron no 563 222 no User support JitterBit 17 791 75 3-4 times/month Yes BizTalk 687 555 2,477 Yes, inactive over 1 year Yes
  14. 14. Social Reach and Passion Legend : Strength: the likelihood that your brand is being discussed in social media Reach : # of unique authors mentioning your brand vis-à-vis total mentions Passion: likelihood of individuals talking about your brand who will do so repeatedly Source: Brand Scribe BizTalk Infor-matica Boomi Snap Logic Pervasive Cast Iron Jitter Bit Strength 1% 11% 21% 8% 3% 1% 1% 1% Reach 14% 28% 33% 28% 15% 17% 18% 12% Passion 34% 45% 39% 64% 64% 41% 30% 49%
  15. 15. Step 2: Social Conversations <ul><li>Exploring data integration-related conversations going on within the last 30 days across all digital media channels – Microblogging (Twitter, Tumblr), Facebook, Forums, blogs, mainstream media sites, etc. </li></ul>
  16. 16. Scan Setup <ul><li>Keywords used: </li></ul><ul><ul><li>Microsoft Dynamics CRM </li></ul></ul><ul><ul><li>Dynamics CRM </li></ul></ul><ul><ul><li>Data migration </li></ul></ul><ul><ul><li>Data integration </li></ul></ul><ul><ul><li>Data migration tools </li></ul></ul><ul><ul><li>ERP integration </li></ul></ul><ul><ul><li>Data migration strategy </li></ul></ul><ul><ul><li>Data integration tools </li></ul></ul><ul><ul><li>Data migration tool </li></ul></ul><ul><ul><li>Data migration best practices </li></ul></ul><ul><ul><li>Data migration process </li></ul></ul><ul><ul><li>CRM data integration </li></ul></ul><ul><ul><li>CRM data migration manager </li></ul></ul><ul><ul><li>CRM data migration </li></ul></ul><ul><ul><li>Dynamics CRM data migration </li></ul></ul><ul><ul><li>Dynamics CRM data integration </li></ul></ul><ul><ul><li>CRM data application </li></ul></ul><ul><ul><li>Dynamics CRM data application </li></ul></ul>
  17. 17. Who Owns the Digital Conversation: Main Competitors 7321 154 62 Source: Radian6
  18. 18. Digital Conversations: Competitors (cont.) 26 62 72 388 Source: Radian6
  19. 19. Share of Digital Voice (without Microsoft Dynamics) 26 72 388 26 8 89 210 Source: Radian6
  20. 20. Scribe Mentions by Media Type Source: Radian6
  21. 21. Influencers: Blogs <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>Source: Radian6
  22. 22. Influencers: Twitter <ul><li>@hubspot </li></ul><ul><li>@GoodCRM </li></ul><ul><li>@CRMSoftwareBlog </li></ul><ul><li>@martintenvoorde </li></ul><ul><li>@MSFTDynamicsERP </li></ul><ul><li>@RoseBusinessSol </li></ul><ul><li>@briansolis </li></ul><ul><li>@MSDynamicsCRM </li></ul><ul><li>@SteveLevine1 </li></ul><ul><li>@TechAssoc </li></ul><ul><li>@TechZader </li></ul><ul><li>@reijunkie </li></ul><ul><li>@RDCushing </li></ul><ul><li>@NewTechBooks </li></ul><ul><li>@TheVCF </li></ul><ul><li>@HECRMGuru </li></ul><ul><li>@RoseASP </li></ul><ul><li>@infuseme </li></ul><ul><li>@crepigsite </li></ul><ul><li>@nextactioncoach </li></ul><ul><li>@TwiterPreneur </li></ul><ul><li>@rwang0 </li></ul><ul><li>@BenHosk </li></ul><ul><li>@skcom71 </li></ul>Source: Radian6
  23. 23. Step 3: Social Content <ul><li>What’s working: </li></ul><ul><ul><li>Educational white papers: </li></ul></ul><ul><ul><li>Webinars with opinion </li></ul></ul><ul><ul><li>leaders: </li></ul></ul><ul><ul><li>Product demos </li></ul></ul><ul><ul><li>Health checks </li></ul></ul><ul><ul><li>Events and conferences </li></ul></ul><ul><ul><li>Social tools </li></ul></ul><ul><ul><ul><li>Blogs, Forums, Customer Portals, Twitter, LinkedIn, limited Facebook </li></ul></ul></ul>
  24. 24. Top Social Info Sources for B2B Buyers 86% of B2B professionals use social media to make purchase decisions: Base: 645 IT decision-makers at firms with 100 or more employees in the US and Western EuropeSource: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers
  25. 25. Step 3: Key Social Content Metrics
  26. 26. Step 4: Capturing Intent - SEO <ul><li>Understanding what your target audience is trained to search for and optimizing for that content </li></ul>Search Engine Optimization Technical, Design and Site Architecture Linking and Freshness of Content Language and Assets
  27. 27. Keyword Selection Framework: The Golden Middle Long tail keywords are great when used as synonyms in the body text. The art of keyword selection lies in discovering the balance between high-traffic and long-tail keywords
  28. 28. SEO Management and Reporting Tools
  29. 29. SEO Competitive Audit Source: Hubspot Website Grader Scribe Soft launched an updated website in September – data incomplete Scribe* BizTalk Boomi Snap Logic Pervasive Cast Iron Jitter Bit Infor- matica Site Grade 92 20 96 95 73 89 92 98 Linking Domains 325 199 513 231 23 276 226 1,737 Blog Score 60 N/A N/A 94 94 N/A 60 95 MOZ Rank 5.1 3.4 5.5 5 4.2 5.3 5.5 5.9
  30. 30. SEO Best Practices The Art of the Landing Page
  31. 31. Scribe Questions <ul><li>What are my competitors doing that I can learn from? </li></ul><ul><ul><li>Being a resource, using educational tools, opinion leader relations </li></ul></ul><ul><li>Emerging platforms, e.g. Google +, Forums, and their effectiveness with target groups? </li></ul><ul><ul><li>Data integration segment: slow adopters of social platforms with few exceptions </li></ul></ul><ul><li>What content best practices should Scribe adopt –niche focus or broader category awareness? </li></ul><ul><ul><li>It all depends </li></ul></ul><ul><li>How are leading tech companies using social channels – as destinations or to promote their news and products? </li></ul><ul><ul><li>Those who build destinations and focus on educating win over those who talk at customers </li></ul></ul>
  32. 32. Step 5: Measuring Social
  33. 33.
  34. 34. Questions?
  35. 35. Contact Info <ul><li>Lora Kratchounova, </li></ul><ul><ul><li>Principal, Scratch Marketing + Media </li></ul></ul><ul><ul><li>Social Marketing Services for Tech and Health IT Cos </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>@ScratchMM </li></ul></ul><ul><li>Sal Giliberto </li></ul><ul><ul><li>Marketing Programs Manager, Awareness Inc. </li></ul></ul><ul><ul><li>Social Media Marketing Software </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>@sgiliberto </li></ul></ul>