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Search and digital media monitoring
This document provides an overview of search engine marketing and optimization. It discusses: 1) Key search engine facts such as Google handling 12 billion searches per month and 95% of journalists using search engines. 2) An agenda for the session which includes definitions of search and SEM/SEO, digital media monitoring tools, and a discussion. 3) Types of SEM like paid search (PPC) and contextual placements. 4) Elements of SEO like on-page optimization of content, site structure and off-page optimization through links. 5) Five important things to remember about search - that it's more than keywords, requires constant effort, attention to detail, allows quick setup and testing
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Search and digital media monitoring
- 1. By Celestine Achi CEO/Chief DigitalMarketing Strategist Cihan Group www.cihangroup.net Twitter: @cihangroup
- 2. Search & DMMFacts comScore 2012 Google: 12 Billion Searches Per Mo Content Powers Search 95% Journalists use search engines 89% Led to Purchase by Search Engines
- 3. What is thissession about? Search: A definition Search: Five things to remember Search: Closing thought Digital Media Monitoring Hands on Monitoring Tools Discussion 10 mins 10 mins 10 mins 15 mins 5 mins 5 mins
- 10. WHAT IS SEM? SEARCHENGINE MARKETING (PAID) Paid Per Click - PPC (Paid for performance - P4P) • Benefits • High level of control & security • Low level of click fraud • Highly accountable • Great ROI • Disadvantages • Poor venue for some industries • Not suitable for branding campaigns • Increasingly competitive with inflating CPC’s What are the different types of SEM? Contextual placements • Benefits • Few… • Disadvantages • Lack of control • Expensive • Most exposed to click-fraud
- 12. WHAT IS SEO? SEARCHENGINE OPTIMISATION (NATURAL) “On page” optimisation • Site technology & accessibility • Site content Search Engine Optimisation “Off page” optimisation • Link popularity • Link reputation What is happening in search? • In December 2009, there were >131 billion searches conducted by people age 15 or older from home & work 46% increase from December 2008. • USA is the largest search market with 22.7 billion searches (17%). China with 13.3 billion searches Japan with 9.2 billion U.K. with 6.2 billion. • Russia grew 92% to 3.3 billion. Source: comScore, 22 January 2010: http://www.comscore.com/Press_Events/ Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_2009
- 13. SEARCH: FIVE THINGS TOREMEMBER #1: SEARCH IS MORE THAN WORDS #2: SEARCH MUST BE CONSTANT #3: THINK ABOUT THE DETAIL WHEN YOU BUILD #4: SEARCH IS INVOLVED, BUT QUICK TO SET UP #5: GOOGLE IS MORE THAN JUST A SEARCH ENGINE
- 14. QUICK POLL: How manypeople think about more than a website (destination) for a campaign? Online advertising Emails Search QUICK POLL: Thinking about search, how many people only think about the key words? Do you ever think about: - articles? - images? - video? - maps (retailers)? - blogs?
- 15. What you needto remember? 1. Search is more than words Content, images, video, words 2. Search must be constant Search isn’t just a campaign, it must be on 100% 3. Think about the detail when you build Every detail helps push results 4. Constantly, review, refine & learn Search can be optimised real-time, campaigns can be tested & learnings taken out immediately 5. Google is more than a search engine Constantly explore & learn about what else Google are doing
- 16. A GOOD FOUNDATIONNEEDS TO BE SET AND SEARCH IS THAT FOUNDATION You have to be able to find content before one can share content
- 25. Optimized Implementation: HOW Audience& Personas Keyword & Topic Research Content Plan Creation & Curation Content Optimization Social Networking Promotion Measure & Refine
- 26. A New Paradigmin Public Relations: Social Media Monitoring Understanding and responding to conversations about brands, reputation and end-user opinion in Social Media
- 27. WHAT DIGITAL PRMANAGERS NEED TO KNOW Your Brand = Your Reputation Have you tried searching out your digital footprint? How to get Started in Digital Media Monitoring Start by Asking the right Questions Become Aware of everything that’s out there Proactively manage the things you can control
- 28. THE RIGHT QUESTIONSTO ASK
- 29. Do you knowwhat they’re saying about your brand…your reputation…your competition: • • • • • • Across the blogosphere? In wikis? In online video? In forums and social networks? On microblogs like Twitter? Throughout the social media universe?
- 30. Social Media Monitoringlets you see what they’re saying: • • • • • Discover conversations in real time Understand positive/negative opinion (sentiment analysis) Know gender, age and location Watch trends develop Drill down to the individual influencer
- 31. Digital Media Analysistells us what it means: • • • • • Who’s talking about your brand…and why? What are they saying? How influential are they? How fast is the word spreading? How can you take advantage of it?
- 32. How Social MediaMonitoring Works: • Keyword-based discovery: Your brands, products, people, competitors and more • Rules are set to sort and refine results • Real time searches can be run at any interval and results delivered via email and RSS • Flexible reporting tools allow you to drill down to specific sites and conversations. Identify spikes in the conversation • Once discovered, you can engage the participants
- 33. Understand Sentiment and Demographics •Estimation of positive/negative responses • Gender • Age • Geo-location with mapping
- 34. Identify and Communicatewith Influencers • All reponses are ranked by influence • Drill-down takes to you stats, rankings, inbound links • See actual keywords in the context they appeared • Reach out to the user
- 35. Compare Over Timeand Across Categories • Charting options offer extensive analysis, instantly • Compare with competitors, compare timeframes, sort and compare with rules and categories • View tag clouds, themes, trends • Sort and save results
- 36. Generate Reports andShare Intelligence • Automated report generation and distribution via email and RSS • Drill down to individual results and details • Copy and paste results into presentations • Multiple Save As options
- 37. The Value Proposition: •Knowledge is power • Protect and enhance brand equity • Manage reputation: risk, rumors and emerging opinion • Identify new markets and emerging competition • Target social media influencers with viral campaigns
- 38.
Editor's Notes
- #2 One takeaway: There is an ROI for anything that generates value and it can be measuredWhat am hoping to do today is, am going to give you a high level framework that anyone of you, big agencies or small agencies, can take away and apply to your business. I will be around after the presentation or reach out to me in my twitter handle @cihangroup Successful advertising for any product is based on information about its consumersSocial amplification = influence path
- #9 SERP (or Organic SERP) is an acronym that can make or break your online marketing campaign. "SERP" is short for "search engine results page," and as marketing through search continually entrenches itself as the dominant medium for online success, it becomes vital that you be able to:Identify the importance of a SERP - What do you need to know about SERPs, and why?Act on that knowledge - Knowing what's important and why it's crucial to your business, how do you make that knowledge work for you? Once you know what you should be doing, how do you go out and do it?This guide will teach you what SERPs mean to you, and how to leverage that information to make more money for your business through SEO and PPC.So What Is A SERP, Anyway?We identified a SERP as a search engine results page above, but what does that mean, exactly?Basically, it just means that a SERP is a list of Web pages. Odds are, you've seen a million of them. Here's a sample of a Google results page:
- #14 Search must be on 365 days a year.With insurance, consumers search on average for two weeks a year, but not all consumers are searching at the same time. This means insurance companies need to be there 365 days a year.Think about the keywords and the phrases
- #29 SERP (or Organic SERP) is an acronym that can make or break your online marketing campaign. "SERP" is short for "search engine results page," and as marketing through search continually entrenches itself as the dominant medium for online success, it becomes vital that you be able to:Identify the importance of a SERP - What do you need to know about SERPs, and why?Act on that knowledge - Knowing what's important and why it's crucial to your business, how do you make that knowledge work for you? Once you know what you should be doing, how do you go out and do it?This guide will teach you what SERPs mean to you, and how to leverage that information to make more money for your business through SEO and PPC.So What Is A SERP, Anyway?We identified a SERP as a search engine results page above, but what does that mean, exactly?Basically, it just means that a SERP is a list of Web pages. Odds are, you've seen a million of them. Here's a sample of a Google results page: