Highlights from Search Engine Strategies, NY,NY 2011


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Beth Wilson of Mahaffey Tent and Party Rental shared this presentation to the Social Expedition breakfast after attending SES in NY 2011.

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Highlights from Search Engine Strategies, NY,NY 2011

  1. 2. Social Media Metrics SEO Tools Goals! Conversions! Facebook Twitter YouTube … and more! Mobile Marketing 2011 Search Engine Strategies Conference
  2. 3. Social Media How does it affect search marketing?
  3. 4. Social Media & Search Mktg <ul><ul><li>Searcher expectations have changed. </li></ul></ul><ul><ul><li>How do searcher expectations, in regards to social media, affect SEO efforts? </li></ul></ul><ul><ul><li>Difference in context of search and social. </li></ul></ul><ul><ul><li>How can marketers’ efforts in social media channels do a better job of going beyond applying the same old rules and take on more of a give to get strategy? </li></ul></ul><ul><ul><li>Push and Pull SEO Effect of Social Media Marketing. </li></ul></ul>
  4. 5. Facebook Targeting Tactics
  5. 6. PR Meet Facebook <ul><ul><li>Social PR: Socializing and optimizing the PR strategy </li></ul></ul><ul><ul><li>Today’s PR - The media is search and social savvy - Journalists now depend on social media for story ideas </li></ul></ul>
  6. 7. Ask Good Questions Report the News Manage the Community Cross Socialization Promote the Actual Facebook URL Brand It. Message It. Page/Profile Image Report It! Create a “Newsroom” Tab Mix and Mingle In Other Communities #1 #8 #7 #6 #5 #4 #3 #2 #9 #10 10 PR Things You Can Do Now on Facebook Distribute It! Facebook-Friendly Press Releases Pitch It! Media Relations Happens on Facebook TOP
  7. 8. The “Like” Button <ul><ul><li>Facebook released Admin Interface to contact Likers </li></ul></ul><ul><ul><li>By “liking” a page (any random website landing page), you become a member or fan of that page/object, just like a Facebook fan page. </li></ul></ul><ul><ul><li>Send all people who “like” a specific FB page or object a targeted message – publish straight to their News Feed </li></ul></ul><ul><ul><li>Not just for our main fan page, but for specific objects (products, coupons, News page, etc.) </li></ul></ul><ul><ul><li>Separate admin page for each object </li></ul></ul>
  8. 9. Twitter 2.0 Creating and Distributing the Message
  9. 10. Creating the Message <ul><ul><li>Tweets that attract an audience </li></ul></ul><ul><ul><li>Tweets that get reactions </li></ul></ul><ul><ul><li>Tweets the get shared </li></ul></ul><ul><ul><li>Enhance your tweets - video, audio, photos - surveys and polls - contests, coupons, invites - chat - music </li></ul></ul>
  10. 11. Distributing the Message <ul><ul><li>Attract and Cultivate: - Be goal-focused - Define ideal follower/following - Credit, create, and engage - Helpful tools: Tweep Search, Twitter Search, FriendorFollow, DoesFollow </li></ul></ul><ul><ul><li>Distribute: - Via Lists: Listorious, FormuLists, Twibes - Via Clients & Collaborative Tools: MediaFunnel, HootSuite, Co-Tweet - Schedule Tweets - Push Into Other Social Networks </li></ul></ul>
  11. 12. Distributing the Message <ul><ul><li>Integrate: - Widgets - Sharing (“Tweet This” button, counters & aggregated tweet users + mentions) on blogs and websites - “Follow Me” CTA buttons; visible Twitter icon to account - Twitterfeed - Auto-tweets from other social networks and applications </li></ul></ul>
  12. 13. Distributing the Message <ul><ul><li>Measure ROI: - Change in Followers over time - Content attracting followers - Klout score - Referral traffic to website - Specific actions attributed to Twitter * Event registrations * Email subscriptions * Blog subscriptions * Exclusive coupons or offers redeemed * Direct leads or sales attributed to Twitter </li></ul></ul>
  13. 14. Twitter Best Practices <ul><ul><li>Don’t just put Twitter on “autopilot” – set daily and weekly tweet goals </li></ul></ul><ul><ul><li>Keep self-promotion/spam to a minimum </li></ul></ul><ul><ul><li>Use automation to help build relationships, manage accounts (efficiency & productivity), and enhance your tweets to… </li></ul></ul><ul><ul><li>Improve your Twitter and your followers’ experience </li></ul></ul><ul><ul><li>Integrate Twitter into other applications </li></ul></ul><ul><ul><li>Monitor and stay informed </li></ul></ul>
  14. 15. Advanced Video Tactics for YouTube Production Values - UGC - Cheap - Professional - Broadcast Marketing Strategy - Social media - Branded content - Product placement - Paid ads/Content networks - Audience segmentation Measuring Success - Social sharing - Search visability - Web to TV
  15. 16. Social Media Metrics
  16. 17. Social Media & Conversion <ul><ul><li>Companies typically spend $92 to bring customers to their site…but only $1 to convert them. </li></ul></ul><ul><ul><li>Pressure is on to monetize % of marketing budget spent on SM </li></ul></ul><ul><ul><li>Amazon.com: “Don’t spend on advertising; rather put those funds into service.” </li></ul></ul><ul><ul><li>3 voices of SM: - Conversation (UGC, relationships, sharing content) - Commercial Speech (listening to learn/for service, ex. Groupon) - Advertisements (contextual ads, Facebook ads) </li></ul></ul>
  17. 18. Metrics <ul><ul><li>“ Listen Before You Measure” is the new “Think Before You Speak” </li></ul></ul><ul><ul><li>What to listen for? </li></ul></ul><ul><ul><li>ROC is the new ROI…or ROII </li></ul></ul>
  18. 19. 14 Facebook Metrics <ul><ul><li>Impressions 11. Spent </li></ul></ul><ul><ul><li>Clicks 12. Unique Impressions </li></ul></ul><ul><ul><li>CTR 13. Unique Clicks </li></ul></ul><ul><ul><li>Actions 14. Unique Clicks Rate </li></ul></ul><ul><ul><li>Actions Rate </li></ul></ul><ul><ul><li>CPC </li></ul></ul><ul><ul><li>CPM </li></ul></ul><ul><ul><li>Social Impressions *User Insights…pay </li></ul></ul><ul><ul><li>Social % attention to this! </li></ul></ul><ul><ul><li>Social CTR </li></ul></ul>
  19. 21. Twitter <ul><ul><li>Regular vs. Promoted - Promoted Tweets - Promoted Trends - Promoted Accounts </li></ul></ul><ul><ul><li>Regular: RTs, Replies, Clicks, Followers, Lists </li></ul></ul><ul><ul><li>Promoted: Impressions, Clicks, RTs, Replies, Engagement (%) </li></ul></ul>
  20. 22. 5 Best Practices <ul><ul><li>Employ effective metrics </li></ul></ul><ul><ul><li>Always use multiple metrics </li></ul></ul><ul><ul><li>KPIs are a great place to begin </li></ul></ul><ul><ul><li>Track the hell out of it! </li></ul></ul><ul><ul><li>Do something with the data </li></ul></ul>
  21. 23. Internet Marketing Tools
  22. 24. Social Media <ul><ul><li>http://twitturly.com/ </li></ul></ul><ul><ul><li>http://topsy.com/ </li></ul></ul><ul><ul><li>http://socialmention.com/ </li></ul></ul><ul><ul><li>http://monitor.wildfireapp.com/ </li></ul></ul><ul><ul><li>http://www.quarkbase.com/ </li></ul></ul>
  23. 25. Analytics <ul><ul><li>Raven Tools: raventools.com </li></ul></ul><ul><ul><li>Tool to help manage several marketing efforts </li></ul></ul><ul><ul><li>Clicktale: clicktale.com </li></ul></ul><ul><ul><li>Customer experience analytics </li></ul></ul><ul><ul><li>Clicky Web Analytics: getclicky.com </li></ul></ul><ul><ul><li>Does just about everything Google Analytics does… and more! </li></ul></ul><ul><ul><li>SearchEngineReports.net </li></ul></ul><ul><ul><li>Instant Search Engine rankings report </li></ul></ul>
  24. 26. 5 Meaningful SEO Metrics <ul><li>ID one key business metric: page views for media websites; lead gen sign-ups (i.e. form submissions) </li></ul><ul><li>Separate brand and non-brand: brand keywords vs. non-brand keywords; find the shortest distance to conversion </li></ul><ul><li>Use share of voice to compare to competition: Sum for keywords (search volume x CTR) </li></ul><ul><li>Have a phased approach to share of voice: 1. Count listings; 2. Use ranking score function; 3. Combine with search volume to estimate visits; 4. Combine with conversion to estimate value (approximate size of search/opportunity for business) </li></ul><ul><li>Start with high-impact initiatives : Optimize landing pages for branded keywords; target keywords for upcoming trends. </li></ul>
  25. 27. <ul><li>MOBILE MARKETING </li></ul><ul><li>Mobile searches are shorter </li></ul><ul><li>Search is less-likely to be brand specific </li></ul><ul><li>“ Focus group of one” – chances are if you’re doing it, so are your customers! </li></ul><ul><li>Best Practices - Messaging: create a positive user experience - Targeting: specific devices - Reporting: track your success! </li></ul>
  26. 28. Mobile Marketing <ul><ul><li>Mobile-optimized sites are a must </li></ul></ul><ul><ul><li>Is it worth it to have an app? Create a survey and send it to your customers: - Will you use this app? - What would you pay for it (if anything)? - What type of mobile device do you use or plan to purchase? </li></ul></ul><ul><ul><li>Overcoming conversion obstacles: - Cookies and privacy - Click to call - Take advantage of analytics partners </li></ul></ul>
  27. 29. Mobile Marketing <ul><ul><li>QR Codes: So HOT right now! </li></ul></ul><ul><ul><li>How do they work? - Display text - Initiate email, SMS text - Phone call - Contact card - Link to website - “like” a Facebook page; Follow on Twitter </li></ul></ul><ul><ul><li>Tools - QRstuff.com - bit.ly - goo.gl </li></ul></ul>
  28. 30. Mobile Marketing <ul><ul><li>Start with a business objective </li></ul></ul><ul><ul><li>Add value for customer </li></ul></ul><ul><ul><li>Choose appropriate 2D barcode type </li></ul></ul><ul><ul><li>Minimize amount of data stored in barcode </li></ul></ul><ul><ul><li>Be visually creative with barcodes </li></ul></ul><ul><ul><li>Don’t be too visually creative </li></ul></ul><ul><ul><li>Track campaign scan analytics </li></ul></ul><ul><ul><li>Place code in scannable locations; proper code size </li></ul></ul><ul><ul><li>Tell users what happens upon scanning </li></ul></ul><ul><ul><li>Link to smartphone-friendly destination </li></ul></ul><ul><ul><li>Test everything! </li></ul></ul>
  29. 31. Social Media Metrics SEO Tools Goals! Conversions! Facebook Twitter YouTube … and more! Mobile Marketing Thanks for having me!