Search & Social Media<br />Working Together to Drive Results<br />
Introductions<br />Jeff Ivany<br />Interactive Service Director, Conrad Phillips Vutech<br />Mark Scholl<br />President, E...
Conrad Phillips Vutech<br />Focus<br /><ul><li>Branding
Print
Interactive
Broadcast & Media</li></ul>Selected Industry Experience<br />
EnginePoint Marketing®<br />Experience & Expertise<br /><ul><li>Search Engine Optimization
Search Engine Marketing
Search Measurement
Social & Emerging Media
Online Display Advertising</li></ul>Selected Industry Experience<br />
Context<br />Search Marketing<br />Using search engines as a marketing channel via Search Engine Optimization (SEO) and Se...
April/May 2010 Chief Marketer<br />
April/May 2010 Chief Marketer<br />
April/May 2010 Chief Marketer<br />
April/May 2010 Chief Marketer<br />
April/May 2010 Chief Marketer<br />
April/May 2010 Chief Marketer<br />
Research Phase<br />
Purchasing Phase<br />
Search Landscape<br />
Social Landscape<br />
Social Influence<br />Social Media influences Search<br />Larger amount of content to index<br />Increased incoming links ...
SEO Influencers<br />Twitter<br />Facebook<br />LinkedIn<br />YouTube<br />Flickr<br />SlideShare<br />Blogging<br />
Social Influencing Search<br />
Social Influencing Search<br />SocialMention(http://socialmention.com)<br />
Search Influence<br />Search influences Social Media<br />Trends outline conversations<br />More content = more context<br />
Working Together<br />
Search Influencing Social<br />Google Hot Trends (www.google.com/trends/hottrends)<br />
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Search & Social Media: Working Together to Drive Results

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Did you know that according to the online ad network, Chitika, users referred to your site from Facebook are nearly twice as loyal as those referred from Google? But the real question is how are you optimizing your search engine optimization (SEO) strategy to take advantage of social media to drive ROI?

Mark Scholl, president of EnginePoint Marketing, and Jeff Ivany, interactive services director of Conrad Phillips Vutech, will answer these questions and more as they lead a discussion on Maximizing Search Engine Optimization with Social Media. Both bring deep experience working on SEO initiatives with major brands from Nationwide Children's Hospital, Honda, Goodwill Industries. You will walk away with:

:: Direction and knowledge on how to effectively evaluate and streamline your own search and social media strategies.
:: A basic understanding of the current search and social media landscape.
:: How search and social media can work together to further leverage your interactive marketing objectives.
:: Ideas on how to implement a combined search and social media strategy.

Note: If you are interested in having someone from EnginePoint Marketing or Conrad Phillips Vutech present this topic at your organization or conference, please contact us. Our presentations are designed more for the personal touch with our presenters.

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  • More than ever clients are asking us to put together search and social media strategies, or advise them on how to do so themselves.
  • Digg, Delicious, FourSquare,BrightKite, etc…
  • Also shows Last 30 Days…Use this info to power SEM changes.
  • A savvy marketer can use data to influence all kinds of things. We are just showing you a few specific ways search and social data can influence the other. When to talk and when to listen
  • Highest searched keywords are still facebook, youtube, and jessicasimpson.
  • Not everyone is doing itYou pay with an investment of time.
  • Who are you trying to reachCan they be reach with search and/or social media?
  • Search is now a mature channel, thus there are lots of tools to measure how well it’s workingSocial is not yet a mature channel
  • A few examples of things to measure.
  • By default Facebook is SEO friendly
  • Search & Social Media: Working Together to Drive Results

    1. 1. Search & Social Media<br />Working Together to Drive Results<br />
    2. 2. Introductions<br />Jeff Ivany<br />Interactive Service Director, Conrad Phillips Vutech<br />Mark Scholl<br />President, EnginePoint Marketing<br />
    3. 3. Conrad Phillips Vutech<br />Focus<br /><ul><li>Branding
    4. 4. Print
    5. 5. Interactive
    6. 6. Broadcast & Media</li></ul>Selected Industry Experience<br />
    7. 7. EnginePoint Marketing®<br />Experience & Expertise<br /><ul><li>Search Engine Optimization
    8. 8. Search Engine Marketing
    9. 9. Search Measurement
    10. 10. Social & Emerging Media
    11. 11. Online Display Advertising</li></ul>Selected Industry Experience<br />
    12. 12. Context<br />Search Marketing<br />Using search engines as a marketing channel via Search Engine Optimization (SEO) and Search Engine Marketing (SEM).<br />Social Media<br />Using tools such as Facebook & Twitter for communication<br />
    13. 13. April/May 2010 Chief Marketer<br />
    14. 14. April/May 2010 Chief Marketer<br />
    15. 15. April/May 2010 Chief Marketer<br />
    16. 16. April/May 2010 Chief Marketer<br />
    17. 17. April/May 2010 Chief Marketer<br />
    18. 18. April/May 2010 Chief Marketer<br />
    19. 19. Research Phase<br />
    20. 20. Purchasing Phase<br />
    21. 21. Search Landscape<br />
    22. 22. Social Landscape<br />
    23. 23. Social Influence<br />Social Media influences Search<br />Larger amount of content to index<br />Increased incoming links to a site<br />Fresh content<br />
    24. 24. SEO Influencers<br />Twitter<br />Facebook<br />LinkedIn<br />YouTube<br />Flickr<br />SlideShare<br />Blogging<br />
    25. 25. Social Influencing Search<br />
    26. 26. Social Influencing Search<br />SocialMention(http://socialmention.com)<br />
    27. 27. Search Influence<br />Search influences Social Media<br />Trends outline conversations<br />More content = more context<br />
    28. 28. Working Together<br />
    29. 29. Search Influencing Social<br />Google Hot Trends (www.google.com/trends/hottrends)<br />
    30. 30.
    31. 31. Getting Started<br />Wrong Reasons:<br />Everyone else is doing it<br />It’s free!<br />Right Reasons:<br /><ul><li>Target specific audiences
    32. 32. Open communication channel</li></li></ul><li>Getting Started<br />Determine an objective<br />Determine the target audience & if they can be reached with Social Media and/or Search<br />Measure the competition<br />
    33. 33. Search/Social Audit<br />Our Company<br />Competitor A<br />Competitor B<br />Competitor C<br />
    34. 34. Measurement<br />Search can be effectively measured for ROI<br />Social lacks refined methods of measurement<br />
    35. 35. Search Analytics<br />Social Media<br />The WHAT<br />The WHY<br />Impressions/Clicks<br />Attitudinal<br />Cost per Acquisition<br />Qualitative<br />Click-Thru Rate<br />Buzz<br />Lift in Traffic<br />Retweets<br />Page<br />Views<br />Time<br />Spent<br />Sentiment Reach<br />Visits<br />
    36. 36. Remember<br />Refresh content often<br />Point Social properties to your website<br />Don’t point Search campaign to social properties<br />You can follow social media without being a content creator<br />
    37. 37. Thanks!<br />Mark A. Scholl<br />EnginePoint Marketing®<br />P: 304-1736<br />E: mscholl@enginepoint.com<br />T: MarkScholl<br />Jeff Ivany<br />Conrad Phillips Vutech®<br />P: 224-3887<br />E: Jeff@cpvinc.com<br />T:JeffIvany<br />

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