Social Day October 2011


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Social Day October 2011

  1. 1. Search and SocialThen. Now. Going Forward. Jenn Mathews President Wappow, Inc
  2. 2. Who am I?
  3. 3. Search and Social Hawaii!̵ What is SSHawaii?
  4. 4. Search and Social Hawaii! – Why? ̵ Small Group ̵ Advanced Topics ̵ Friendships ̵ Relaxing
  5. 5. Search and Social Hawaii! – Who? ̵ CEO’s ̵ VP’s ̵ Marketers ̵ Agencies ̵ Consultants
  6. 6. Search and Social Hawaii! – When? ̵ Last Week September ̵ 2 ½ Days ̵ Morning Topics ̵ Afternoon Activities ̵ Luau ̵ Dinner Cruise
  7. 7. Search and Social Hawaii! - Recap SEO and Social Media Marketing go hand-in-hand.
  8. 8. Search and Social Hawaii! - Recap SEO and Social Media Marketing go hand-in-hand.
  9. 9. Social Media and ROI̵ Step #1 Establish a Baseline̵ Step #2 Create Activity Timeline̵ Step #3 Monitor Brand Mentions̵ Step #4 Look at Transactional Data and Sales̵ Step #5 Overlay Data onto Single Timeline̵ Step #6 Look for Patterns “You have to prove to who ever is in charge there is a correlation between all of these.” Transactions Activities Loyalty Web Data Social Data
  10. 10. Employees and Social Media ̵ Relevant Marketing ̵ Customer Experience ̵ Culture ̵ Customer Service
  11. 11. Employees and Social Media 81% of Fortune 500 companies 31% conduct have a SocialTrainingPolicy Formal Media
  12. 12. Employees and Social Media̵ Help employees understand company expectations̵ Provide opportunity to discuss ramifications̵ Support company if a legal issue arises
  13. 13. Employees and Social Media̵ Branding and communications̵ Corporate and Personal̵ Disclosure̵ Social “Voice”̵ Actions to avoid
  14. 14. “ALIVE” ̵ Asses ̵ Listen ̵ Invite ̵ Value ̵ Enchant
  15. 15. “ALIVE”1. Move into the neighborhood2. Listen, listen, listen3. Be neighborly4. Increase property value5. Be good to each other
  16. 16. “Alive” - Asses Look at all online and offline content and asses where the social media community around the company is at.
  17. 17. “Alive” - Listen “Don’t just jump in and start talking” Once you have assessed where the company is at in social media, take a moment and listen to what is being said.
  18. 18. “Alive” - Invite “You are going to be invited into the conversation.” In most cases brand evangelists have already started talking and built up the community, they will invite you in.
  19. 19. “Alive” - Value “Now you get to talk.” “Value is not determined by what you like, but what your community already likes.”
  20. 20. “Alive” - Enchant “Now that you have done all the preliminary work, you now have to become an influencer.”
  21. 21. “ALIVE” - Tools ̵ Radian6 ̵ Google Alerts
  22. 22. Q&A - Linking̵ Question:̵ I noticed in the past six months to a year or so I have been adding good quality links, but it doesn’t seem to be moving my rankings up or down.̵ Answer:̵ Ian Lurie - Google is paying more attention to site quality. One page may be a good link, but if the rest of the site “sucks” then it won’t count.̵ Bruce Clay - We actually dig into our clients incoming links and evaluate them. Any invaluable links we will remove. “Link Pruning”̵ Some sites will even charge you to remove the link.
  23. 23. Q&A – User Behavior̵ Question:̵ Does Google track how long someone spends on a website?̵ Answer:̵ Laura Lippay- It is said that Google pays attention to bounce rate, time on site, etc. but no one is truly certain of what they can track, or how they use it in their algorithms.̵ Certainly if someone spends time on your site it means it’s a quality site.̵ Ian Lurie- But if someone is going to Amazon, finding what they want and completing their order in less than 3 minutes, does that mean that Amazon is a low quality website?
  24. 24. Q&A – Google Analytics̵ Question:̵ Does Google use the Google Analytics data for ranking?̵ Answer:̵ Evan Fishkin- Google says they don’t use the data.̵ Ian Lurie- They most likely don’t use data such as conversion rates, but they probably keep track of time on site, bounce rate, etc.
  25. 25. SEO’s Get Social ̵ The last couple of years we have noticed the amount of time spent online has gone up considerably ̵ The amount of time spent stumbling through websites, and search has gone down. ̵ People are spending more time getting information from each other…
  26. 26. SEO’s Get Social
  27. 27. SEO’s Get Social ̵ In the beginning Google was simple ̵ One size fits all ̵ Then there was personalization ̵ Localization ̵ Ambiguity (“Hammer”)
  28. 28. SEO’s Get Social ̵ Google has gone as far as they could ̵ The real focus is to target the individual. ̵ That is where social comes in.
  29. 29. SEO’s Get Social ̵ We are seeing that Search and Social are becoming intertwined, and soon they will be difficult to separate ̵ This is the goal of Google: to generate revenue by dominating the SERP at an individual level, personalized to each searcher
  30. 30. SEO’s Get Social ̵ Just being recognized by users , G+, Facebook, Twitter, blogs and review sites especially. Even after a recommendation, users consult a review site 30 percent (and growing) before buying. ̵ Social Sharing informs about popular content. ̵ Social Sharing points to high quality content. ̵ Thus Google and Bing are using link sharing on Social Networks as SERP ranking factors
  31. 31. Social Gaming ̵ Completeness ̵ List of achievements gets people excited about “completing” the tasks 90% Complete Task 1 Task 2 Task 3
  32. 32. Social Gaming ̵ Time Equals Stuff ̵ In gaming they can’t give you money for your time, so they give you stuff.
  33. 33. Social Gaming ̵ Backup Required ̵ Requiring people to add friends in order to play sparks the viral effect.
  34. 34. Thank You!