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How To Leverage Checklists to Integrate Search & Social Media Marketing

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Smx West 2014 Session #Smx #23D - Top Social Tactics For The Search Marketerpresentation How To Leverage Checklists To Integrate Search & Social Media Marketing By Lisa Williams @Seopollyanna Of Search Discovery

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How To Leverage Checklists to Integrate Search & Social Media Marketing

  1. 1. Top Social Tactics for the Search Marketer Leveraging Checklists to Integrate Search & Social @SEOPollyAnna @SEOPollyAnna
  2. 2. Search Discovery is a Digital Analytics and Search Marketing Agency. Digital Analytics SEO + Content Marketing Paid Media Technology @SEOPollyAnna
  3. 3. Common sense is a super power @SEOPollyAnna
  4. 4. Why Checklists? Capturing Process to Support Skills  “Under conditions of true complexity - where the knowledge required exceeds that of any individual”  “Discipline is hard - harder than trustworthiness and skill”  “We are by nature flawed and inconsistent creatures”  ”We recognize the same balls being dropped over and over again”  “Use checklists to improve our outcomes with no increase in skill”  “The checklist gets the straightforward things out of the way…the routines your brain shouldn’t have to occupy itself with”  “Great tool to buttress skills of expert professionals” “ @SEOPollyAnna
  5. 5. Why Content, Search & Social? Optimization isn’t Just for Search Engines Search Marketers Need Social Tactics •Traffic •Links •Repeat Visits •Authority •Resource •Usefulness •Current •Fresh •Relevant •Appearance •Content •Links Quality Timeliness PopularityTrust “Search signals are similar to social signals, that’s something engines understand.” - Duane Forrester, Senior Product Manager, Bing @SEOPollyAnna
  6. 6. Team Buy In for Checklists  Team briefing & partner introductions  Embrace a culture of teamwork and responsibility  Agreement on Map of Responsibilities  Talk through the project together to identify issues  Focus on performing isolated tasks well and helping the group get best possible results  Activation phenomenon-Giving each person a chance to share their place in the project adds a sense of activation and participation in the final result @SEOPollyAnna
  7. 7. Team Buy In for Checklists  Team briefing & partner introductions  Embrace a culture of teamwork and responsibility  Agreement on Map of Responsibilities  Talk through the project together to identify issues  Focus on performing isolated tasks well and helping the group get best possible results  Activation phenomenon-Giving each person a chance to share their place in the project adds a sense of activation and participation in the final result @SEOPollyAnna
  8. 8. Sample Checklists Lead to Accessibility, Relevance & Authority Channel Integration Checklist Inventory/Audit Content Map Channel Integration Plan Channel Segmentation Grid Identify topic/category Tooling (Linkdex Network Visualization) to identify influencer Outreach plan Authoring & Authorship Checklists Google+Profile Completion Themes&Categories Content, Search & Social Measurment Checklist Consumptionvs.Creation MissingvsCaptured ShareofVoice MicroOutcomes MacroOutcomes CompoundMeasurement Influencer Identification Checklist Optimization Checklists Blog/Article Image/Infographic Video PR Social Sharing Structured Data @SEOPollyAnna
  9. 9. Article/Blog Optimization Checklists  Keyword research  Filename/URL  Content  Linking  Page title  Meta description  Headings @SEOPollyAnna
  10. 10. Why Channel Integration? Pinterest sharing aspiration Google Flights for sharing experience Facebook for sharing and endorsement of experience Google+ for sharing with circles and communities Source: State of Digital @SEOPollyAnna
  11. 11. Channel Integration Checklist  Inventory/audit  Personas  Top 15 questions  Content mapping (map against inventory)  Define gaps  Channel segmentation grid @SEOPollyAnna
  12. 12. WhyInfluencerIdentification? Marketing One to Many @SEOPollyAnna
  13. 13. InfluencerIdentification  Define themes/categories  Identify top influencers (Linkdex and other tooling)  Define outreach plan  Track outreach  Track increase in reach from influencers @SEOPollyAnna
  14. 14. WhyAuthorship? Identification Platform for Google “We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.” Othar Hansson, Google Authorship Project @SEOPollyAnna
  15. 15. Authoring&Authorship  Identify topic/theme  100% completion of G+ profile  Define circles  Documented strategy for posting consistently  Community engagement  Give something back to the community @SEOPollyAnna
  16. 16. WhyContentMeasurement? Content Achieves Business Goals, Not Content Goals @SEOPollyAnna
  17. 17. Content, Search & Social Measurement Checklists  Creation and consumption  Missed and captured market share/share of voice  Identify & track micro outcomes  Identify & track macro outcomes  Define compound measurements  SEO influence & ranking  Endorsement (linking, sharing, liking)  Cost Savings  Lead Quality @SEOPollyAnna
  18. 18. Tools for Checklists WordTracker SEMRush PopForms Leadership Interviews with Stakeholders & Customer Service Site Catalyst GA (Premium) Asana Redbooth Kapost Compendium Linkdex Conductor Simply Measured Youarethebesttool! @SEOPollyAnna
  19. 19. PLANNING Specific, Measurable, Actionable, Relevant, Timebound Q1 Q2 Q3 Q4 Leadership & People Optimization Accessibility & Relevance Content, Search & Social Relevance & Authority Measurement Checklists Proof @SEOPollyAnna
  20. 20. THANK YOU! Lisa Williams Director | Content Marketing 541.380.1547 lisa.williams@searchdiscovery.com

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