Awareness &Education• # of brand searches• # of visits• # of followers,subscribers, etc.Engagement• # of page likes• # of retweeted posts• # of shares• # of inbound links• # of mentions• # of comments• # and quality ofratingsConversion• # of store visits• # and AOV ofpurchases ordonations• # of email addressesacquired• # of forms submitted(lead gen)• # of downloads• Event Attendance
DIRECT WAYS SOCIAL MEDIA IS USED IN SEARCH• SEO: Rankings given to Google+ posts• SEO: Personalized rankings (Example: anarticle will appear on page one based on Google+social data for the logged in user. That articlewould not appear on page 1 without social. )• SEO: Higher brand-related share of voice viasocial profile development (Example: a brand’sWikipedia page or LinkedIn profile bumpingAmazon’s profile of a brand off page one.)• SEO: Net new rankings for brand blogs andblog posts (blogs are considered “social”because of the user generated content aspect)• SEO: Net new rankings for YouTube videos• SEO: Improve current rankings’ CTR viasocial annotations & personalization (Example:+1s increase existing SEO rankings’ CTR)• SEM: Google +1 annotations, reviews, andother social extensions improve AdWordsclick through and conversion rates.• SEM: For brands with local branches,Google+ Local data also provides targetingfor increased conversion.• SEM & SEO: Socially-derived keywordresearch can supplement existing sources.
INDIRECT WAYS SOCIAL MEDIA INFLUENCES SEO KPIs• Trust: social media signals are usedmuch as incoming links havetraditionally been used in Google’salgorithm to establish the visibility andsentiment surrounding a brand, site orweb page.• Relevance: social media signals areused to establish relevance of a brandor page to specific keywords.(Examples: Google+ citations of anarticle can have different titles anddescriptions – a source of relevance.Facebook tabs are indexed by Google,giving relevance.)• Freshness: rank new articles quickly &with added relevance. (Example:breaking news stories are discoveredand surfaced quickly when socialmedia (G+) is used as a distributionsource. G+ has been likened to a newtype of “express submit”.)• Freshness: re-surface buzz-worthy,existing content (Example: “fiscal cliff”and Ted Nugent articles re-surfaced)
STIHL combines German design and American innovation to produce thenumber one selling brand of chain saws and a full line of outdoor powertools. In less than 18 months, PM Digital built STIHL USA’s Social Mediapresence: Facebook: 137,000 Likes Facebook Contest App: 500 Emails Captured Facebook Ad Campaign to drive “Likes” andContestants Content Strategy, Visual Branding, StrategicLinking Twitter: 9,000 Followers Twitter Ad Campaign to Increase Followers Strategic Linking and Visual BrandingConsultation YouTube: 1,700 subscribers/ 1,095,341Video Views SEO Optimization of Videos YouTube Ad Spending Content Curation and Repurposing Strategy STIHL USA Blog Editorial Strategy including Guest Experts, DIYTips Strategic Linking to Lead Gen Pages and Dealers Visual Branding