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Rebecca Murtagh Social Media and Search Pubcon Las Vegas 2013

Rebecca Murtagh @VirtualMarketer Pubcon Presentation: Social Media and Search - a look at the relationship between the brand (owned, earned and paid content) in the context of visibility and authority in search engines Google, Bing, Yahoo - all of which take queues from social media engagement in their algorithms.
How search engine optimization and social media optimization within a strategic plan can help brands reach target audiences.

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Rebecca Murtagh Social Media and Search Pubcon Las Vegas 2013

  1. 1. Social Media & Search Visibility, Clicks & Conversion! #PubCon @VirtualMarketer Rebecca Murtagh
  2. 2. You’vecome You’ve Comeway, baby. a long away, baby. long #PubCon @VirtualMarketer Rebecca Murtagh
  3. 3. st 1 We did the You’ve Pubcon session Come a long on Social Media way, baby. in and Search 2009. #PubCon @VirtualMarketer Rebecca Murtagh
  4. 4. You’ve was There Come a long proof way, baby. then… #PubCon @VirtualMarketer Rebecca Murtagh
  5. 5. You’ve There is Come a long more proof way, baby. now… #PubCon @VirtualMarketer Rebecca Murtagh
  6. 6. February 2013 Evidence was present connecting social & search… Still, many remain skeptical. #PubCon Rebecca Murtagh @VirtualMarketer
  7. 7. What do Brands Really Want? #PubCon @VirtualMarketer Rebecca Murtagh
  8. 8. Leverage social and search to: • • • • reach new audiences establish relationship promote conversion grow market share #PubCon @VirtualMarketer Rebecca Murtagh
  9. 9. #PubCon @VirtualMarketer Rebecca Murtagh
  10. 10. #PubCon @VirtualMarketer Rebecca Murtagh
  11. 11. Where is all the action . . . really? Where is all the action . . . really? the website! . #PubCon @VirtualMarketer Rebecca Murtagh
  12. 12. Where is all the action . . . really? Where is all the action . . . really? the website! website! the . #PubCon @VirtualMarketer Rebecca Murtagh
  13. 13. Website Related Social Media #PubCon @VirtualMarketer Rebecca Murtagh
  14. 14. #PubCon @VirtualMarketer Rebecca Murtagh
  15. 15. % of consumers turn to a search engine to find information @VirtualMarketeronRebecca Murtagh | products, services or © 2012 Karner Blue Marketing LLC businesses prior to making purchases. #PubCon @VirtualMarketer Rebecca Murtagh FleishmanHillard.com
  16. 16. @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC #PubCon @VirtualMarketer Rebecca Murtagh
  17. 17. On-site SEO is only part of the equation. #PubCon @VirtualMarketer Rebecca Murtagh
  18. 18. From Google Analytics:
  19. 19. Google Analytics shows how social metrics “impact the brand”
  20. 20. @VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
  21. 21. How will your brand deliver what search engines seek? #PubCon @VirtualMarketer Rebecca Murtagh
  22. 22. The Website Must be the primary asset and ultimate destination for all brand activity. #PubCon @VirtualMarketer Rebecca Murtagh #PubCon @VirtualMarketer Rebecca Murtagh
  23. 23. 3 Types of Digital Content Impact Your Brand: • Owned • Paid • Earned #PubCon @VirtualMarketer Rebecca Murtagh
  24. 24. the recipe Give customers what they want! #PubCon @VirtualMarketer Rebecca Murtagh
  25. 25. #PubCon @VirtualMarketer Rebecca Murtagh
  26. 26. Help customers… Keep up on activities: • Blog (w/Authorship) • Social Media Updates • News/PR/Media …on the website. #PubCon @VirtualMarketer Rebecca Murtagh
  27. 27. Help customers… Learn about product/service • • • • Demos Instructional Video Product Photos & Documentation Whitepapers …directing visitors to website for info. #PubCon @VirtualMarketer Rebecca Murtagh
  28. 28. Help customers… Sweepstakes & Promotions • Promote on Social Media • Run on the Website • Collect List (money is in the list!) …manage on the website and assume responsibility and ownership of customer relationships! #PubCon @VirtualMarketer Rebecca Murtagh
  29. 29. Help customers… Provide Helpful Feedback • Social Media Monitoring • Customer Service • Response to Reviews • Answer FAQs …on the website. #PubCon @VirtualMarketer Rebecca Murtagh
  30. 30. Help customers… Provide Helpful Feedback • Social Media Monitoring • Customer Service • Response to Reviews • Answer FAQs …Direct to website for answers. #PubCon @VirtualMarketer Rebecca Murtagh
  31. 31. Help customers… Join Community of Brand Fans • Community Management • 1 to 1 Engagement • Feed/Guide discussion …making the community and website reciprocal. #PubCon @VirtualMarketer Rebecca Murtagh
  32. 32. Help customers… Make Purchases • Promotions (Including Ads) • Social listening to identify leads • Make compelling offers …conducting transactions on website. #PubCon @VirtualMarketer Rebecca Murtagh
  33. 33. Think Like #PubCon @VirtualMarketer Rebecca Murtagh
  34. 34. The ( Knowledge Graph ) #PubCon @VirtualMarketer Rebecca Murtagh
  35. 35. People (through verified identity)
  36. 36. Places Geolocation
  37. 37. Things Information, Products & Services
  38. 38. Join me! Book signing: Thursday 10:45am-11:25am
  39. 39. Exclusive Pubcon offer 25% off j.mp/YDKKG3 Use code: LWFY5NUA

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