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Making it Happen: Search & Social

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Making It Happen: Search & Social. PRESENTATION: Making it Happen: Search & Social - Given by Elizabeth Marsten - Portent, Inc. , VP of Search Marketing. #SMX #33C

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Making it Happen: Search & Social

  1. 1. March 5, 2015 Making it Happen: Search & Social Elizabeth Marsten @ebkendo
  2. 2. searchmarketingexpo.com @ebkendo #SMX #33C @ebkendo PPC nerd Seattleite Libra Elizabeth Marsten
  3. 3. searchmarketingexpo.com @ebkendo #SMX #33C Dynamic Duos
  4. 4. searchmarketingexpo.com @ebkendo #SMX #33C Is Organic Social Dead?
  5. 5. searchmarketingexpo.com @ebkendo #SMX #33C 6%-16% Reach on Facebook http://www.slideshare.net/socialogilvy/facebook-zero-white-paper-31934430
  6. 6. searchmarketingexpo.com @ebkendo #SMX #33C Sharing Resources
  7. 7. searchmarketingexpo.com @ebkendo #SMX #33C Editorial/Posting Calendars
  8. 8. searchmarketingexpo.com @ebkendo #SMX #33C Voice & Style
  9. 9. searchmarketingexpo.com @ebkendo #SMX #33C Sharing Tools
  10. 10. searchmarketingexpo.com @ebkendo #SMX #33C Content Promotion
  11. 11. searchmarketingexpo.com @ebkendo #SMX #33C Sprout Social
  12. 12. searchmarketingexpo.com @ebkendo #SMX #33C
  13. 13. searchmarketingexpo.com @ebkendo #SMX #33C Small, Targeted Buys
  14. 14. searchmarketingexpo.com @ebkendo #SMX #33C Sharing Audiences
  15. 15. searchmarketingexpo.com @ebkendo #SMX #33C • Share on organic social • Boost on social channels • Push through content promotion • Tag and bag visitors for remarketing later Shake & Bake: 1 Piece, 4 Ways
  16. 16. searchmarketingexpo.com @ebkendo #SMX #33C Remarketing Lists
  17. 17. searchmarketingexpo.com @ebkendo #SMX #33C Remarketing Lists
  18. 18. searchmarketingexpo.com @ebkendo #SMX #33C Remarketing Lists
  19. 19. searchmarketingexpo.com @ebkendo #SMX #33C Content Tracking with UA http://cutroni.com/blog/2014/02/12/advanced-content-tracking-with-universal-analytics/
  20. 20. searchmarketingexpo.com @ebkendo #SMX #33C Sharing the Conversation
  21. 21. searchmarketingexpo.com @ebkendo #SMX #33C • Relevant & thoughtful conversations • Avoid the firestorm response on social • Create ads that reflect the community • Build trust Don’t Over Serve
  22. 22. searchmarketingexpo.com @ebkendo #SMX #33C Sitelinks in AdWords http://www.thesempost.com/use-adwords-sitelinks-promote-social-media-accounts/
  23. 23. searchmarketingexpo.com @ebkendo #SMX #33C Social in Bing Ads
  24. 24. searchmarketingexpo.com @ebkendo #SMX #33C 3rd Party Reviews
  25. 25. searchmarketingexpo.com @ebkendo #SMX #33C Sharing the Credit
  26. 26. searchmarketingexpo.com @ebkendo #SMX #33C • Determine what “success” is • Run with campaigns in mind • Don’t forget about direct or organic Engagement or Clicks
  27. 27. searchmarketingexpo.com @ebkendo #SMX #33C Attribution Modeling
  28. 28. searchmarketingexpo.com @ebkendo #SMX #33C
  29. 29. searchmarketingexpo.com @ebkendo #SMX #33C Cohort Analysis
  30. 30. searchmarketingexpo.com @ebkendo #SMX #33C Advanced Segments
  31. 31. searchmarketingexpo.com @ebkendo #SMX #33C Clinton-Palin 2016!
  32. 32. searchmarketingexpo.com @ebkendo #SMX #33C

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