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Streetsmart Social Media Marketing

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The very very basics of Content Strategy & Development, why we search engine optimise & how social media marketing fits.

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Streetsmart Social Media Marketing

  1. 1. When someone wants to know about you or your organisation they invariably do one thing....<br />
  2. 2. ORGANIC VS PAID SEARCH<br />PAID<br />PAID<br />ORGANIC<br />
  3. 3. ORGANIC VS PAID SEARCH<br />10% OF CLICKS<br />10% OF CLICKS<br />90% OF CLICKS<br />
  4. 4. Owning the search page!<br />
  5. 5. Ignoring the search page!<br />
  6. 6. Owning the search page!<br />
  7. 7. AN INTEGRATED APPROACH<br />Offline<br /><ul><li> Ads
  8. 8. Editorial</li></ul>PR & Distribution Networks<br />Web Equity & Visibility<br />Blog<br /><ul><li> Content
  9. 9. SocialFeatures</li></ul>Social Properties<br />LTSBCF Brand Site<br />
  10. 10. Content, Search & Social <br />Content is at the core of success online.<br />CONTENT<br />SEO<br />SOCIAL MEDIA<br />
  11. 11. Media Fragmentation<br />Direct Mail Print & Press<br />TV/ Radio<br />Brand Website<br />Trade bodies<br />Influential Blogs<br />Business forums<br />Banners<br />Email<br />PPC/ SEO<br />Affiliates<br />
  12. 12. Media Fragmentation<br />Direct Mail Print & Press<br />Brand Website<br />Trade bodies<br />Influential Blogs<br />Business forums<br />Banners<br />Email<br />PPC/ SEO<br />Affiliates<br />
  13. 13. Uplift through Social<br />Nielsen shows that ads which also are given ‘social’ context (the ability to ‘like, share, recommend, tweet, ‘ perform better.<br />
  14. 14. An active social presence sells!<br />
  15. 15. Social Media CPA is lower<br />
  16. 16. The Big Shift in Marketing Landscape<br />
  17. 17. VOLUME OF MESSAGE AMPLIFIED<br />
  18. 18. SOCIAL SUCCESS<br />Content Relevance<br />Domain Credibility<br />Channel Alignment<br />Timing (temporal relevance)<br /> Audience Confidence<br />
  19. 19. Whydo you want to be involved?<br />Whoare you trying to talk to?<br />Whatare you trying to say?<br />Where do you need to say it?<br />Measure performance & results<br />A plan for when things go wrong!<br />Our approach to Social Media<br />
  20. 20. Social Media Marketing Preparation<br />
  21. 21.
  22. 22. THE SEO PYRAMID<br />Algorithmic Ranking Factors<br />
  23. 23. MEASURING SUCCESS<br />
  24. 24. Digital Metrics<br />Web Analytics<br />Traffic increase to site<br /> Through natural search increased visibility<br /> Through Social Media properties<br />Click Through Rates on content distributed through Social Networks<br />Macroconversions<br /> Entry via social property to purchase<br /> Increased purchase via Eurodiet website<br /> <br />Microconversions on Eurodiet Site<br />Examples below will need finalisation based on user journeys<br />User follows link to site for Eurodiet bars & then looks at another product category<br />User looks at multiple product categories<br />User accesses multiple recipe pages<br />User registers for free bar<br />User signs up to newsletter or RSS feed<br />
  25. 25. Digital Metrics<br />Social Media Metrics<br />Quantitative Metrics<br /> Fans, Followers, Likes of Eurodiet FB page, etc<br />Qualitative Metrics<br /> Engagement Metrics<br /> Clicks on content<br /> Re-tweets<br /> Shares<br /> Likes of content<br /> Comments on content<br /> Social Bookmarking<br /> Influencer Metrics<br /> % of following comprised of market influencers<br /> Engagement with Influencers <br /> @replies<br /> Conversations in social<br /> Conversation outside of social media<br /> Increase reach via Influencer Engagement<br /> # of Influencer followers if Influencer engages with content<br />RT’s<br /> Comments<br /> Likes<br /> Shares<br /> Social Bookmarking<br />Blog commentary<br />
  26. 26. Digital Metrics<br />Business Metrics<br />Increased Sales Volume<br />Increased customer types<br />Increased data capture<br />Increased product type per customer<br />Increased in basket price per purchase<br />Visibility – SEO positioning against key search terms<br /> (see web analytics)<br />Decreased overheads (customer service teams, human resource)<br />Decreased SEM spend<br />

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