Kelly Cutler of Marcel Media presented strategies for leveraging search engine optimization (SEO) and social media to drive traffic to association websites. She emphasized the importance of creating an online strategy and optimizing websites for usability and searchability. Cutler outlined SEO best practices like on-page and off-page optimization as well as tools for analysis. She also discussed using social media to engage members and boost online visibility, noting that associations should guide online conversations rather than ignore them. Cutler stressed testing strategies and determining key metrics to improve an organization's online performance.
A glimpse at Communications Strategy Group (CSG)'s approach to Online PR, Social Media and Online Influencer Relations. Visit www.csg-pr.com to learn more.
From Soap to Hobbits: Content Marketing Lessons for Associations from Major B...Vanguard Technology
Content marketing is exploding, and major brands like General Mills, Dove, Charbroil and many more are leading the way. What are their approaches with stories, photos, videos, and other content that are getting results and what are the lessons for association executives?
In this presentation from ASAE's Great Ideas 2014 Conference, participants were shown content examples from major brands with discussion that focused on what works in connecting the audience to a brand and how brands are effectively associating themselves with stories and concepts.
The Social Media Boot Camp for business discussion focusses on the major social media platforms and how businesses can best leverage the platforms to engage their audience in a meaningful way and grow their brand through meaningful interaction. Now that the search engines are considering social signals there is even more reason to engage with social media than ever before.
The search engine landscape has changed with the convergence of Search and Social. This two hour session looks at what is important today to the search engines and how businesses can best position their content and their social media strategy in an effort to provide value to their audience and increase branding, engagement and targeted traffic from their target audience. Build it and they will come does not apply to Digital Marketing. Beginning with the end in mind this session further discusses how to develop a strategy to drive leads to and through your website in the B2B world.
A glimpse at Communications Strategy Group (CSG)'s approach to Online PR, Social Media and Online Influencer Relations. Visit www.csg-pr.com to learn more.
From Soap to Hobbits: Content Marketing Lessons for Associations from Major B...Vanguard Technology
Content marketing is exploding, and major brands like General Mills, Dove, Charbroil and many more are leading the way. What are their approaches with stories, photos, videos, and other content that are getting results and what are the lessons for association executives?
In this presentation from ASAE's Great Ideas 2014 Conference, participants were shown content examples from major brands with discussion that focused on what works in connecting the audience to a brand and how brands are effectively associating themselves with stories and concepts.
The Social Media Boot Camp for business discussion focusses on the major social media platforms and how businesses can best leverage the platforms to engage their audience in a meaningful way and grow their brand through meaningful interaction. Now that the search engines are considering social signals there is even more reason to engage with social media than ever before.
The search engine landscape has changed with the convergence of Search and Social. This two hour session looks at what is important today to the search engines and how businesses can best position their content and their social media strategy in an effort to provide value to their audience and increase branding, engagement and targeted traffic from their target audience. Build it and they will come does not apply to Digital Marketing. Beginning with the end in mind this session further discusses how to develop a strategy to drive leads to and through your website in the B2B world.
This introduction of Facebook, Twitter, Linkedin, Google+, and YouTube for business looks at common objections, how to get started and some best practice tips for engaging with the social media platforms. Additionally, this presentation discussed how and where to uncover topics of conversation that would be important to any business as well as measuring the success of your social media efforts.
Website Redesign and CMS Migrations: Best Practices and Horror Stories. Presented by Amanda Charney, Ben Forstag and Ray van Hilst at the Association Media Publishing 2013 Annual Meeting
Introducing Data Driven Tech Leadership: Social media, Google Analytics, and ...Debra Askanase
Data-Driven Technology Leadership focuses on key questions and recommended metrics to help you provide direction to your organization on effective contact and donor management, social media and web content management.
How to win the internet with inbound marketingGavin Llewellyn
Inbound marketing can be used to win new customers and build relationships with existing ones by combining search engine optimisation (SEO), social media and content marketing to earn people's attention.
Integrating your media strategy into existing efforts is often overlooked. Social profiles should never stand alone. This presentation sheds light on opportunities to increase the effectiveness of some of the more popular networks along with how they can overlap with other efforts in your marketing plan.
Optimizing Library Websites for Better VisibilityErin Rushton
Binghamton University Librarians have attempted to employ search engine optimization strategies to make their website more visible on search engine result pages. Search engine optimization is the practice of improving ranking on search engine result pages and also increasing targeted traffic to a website. The presenter will discuss the effectiveness (or lack thereof) of developing a “do it yourself” optimization strategy for library websites
Introduction to Search Engine Optimization was presented to a business audience at the Oswego, NY SBDC on March 21, 2013. This introductory overview includes a view of your website as a sales funnel, the Search Engine Landscape, determining online potential, the basic principles of SEO and the convergence of Search Engine Optimization and Social Media Marketing.
Social Media Boot Camp Kuala Lumpur Malaysia November 2014Shane Gibson
Shane Gibson social media speaker (Malaysia Seminar)
It is not who you know but who knows you in today’s hyperconnected marketplace. The consumer and the crowd now own your brand, and in order to profit from this new dynamic, you need a solid strategy and set of principles to engage the marketplace.
Social media has a new set of rules that marketers can follow or break (often at their brand’s peril). The tools will change over time, but the rules of engagement will stay the same. These are principles that your team can apply today and they are also business strategies that they can take with them as technology and the web evolve.
In this full multi-day social media boot camp series, our course leader will share with your team on understanding the role social media. He will also unearth how the social networking play in this new dynamic will be paramount to your future success as sales professionals, marketers, and corporations.
Key benefits for attending this event:
· GOVERN the“7 Rules of Engagement” in sales and marketing for better impact when using social media
· ENRICH tips and approaches to using tools like blogging, Twitter, Facebook and Video to stay top of mind with clients
· GAIN insight by using hyper-local social media and networks to own your local market
· INCORPORATE strategies and tips on influencing online “Thought Leaders” and influencers (tapping into vast source online word-of-mouth referrals)
· MAGNIFY the use of Social Media to connect, attract and grow profitable client opportunities
· INTEGRATE online and offline media for your business profitability
· APPLY 7 easy steps launch your business into the social media space
· UNCOVER specific tips on measuring success, developing easy to implement plans and keeping things organized and simple to execute (and keep your team on-track)
Who Should Attend
VPs, GMs, HODs, Directors, Team Leader, Senior Managers and Managers of:
· Social Media
· Marketing/ Marketing Strategist/ Marketing and Communication
· Brand and Communication
· Digital Strategist/Digital Media and Social Engagement/Digital Marketing
· Corporate Communication
· Public Relation
· Brand and Product Management
· E-commerce
· Media Relation
· Corporate Affair
· Customer Service
· Entrepreneurs
FREE TAKEAWAY!!
Social Media Plan Template including sample social media calendars, social media policies and event marketing template and guide.
Delegates are required to bring laptop to benefit from the hands-on
Streamlining Nonprofit Organizations: It's All About the CloudDebra Askanase
This presentation looks at what cloud computing is, reports on how nonprofit organizations are using the Cloud, factors for success, how to evaluate cloud technology solutions, and developing a tech plan. Includes two nonprofit case studies and a survey of cloud tools for enhancing organizational efficiencies.
How to Launch And Manage Your Social Media IdentityToby Elwin
A presentation delivered the Massachusetts Bay Organization Development Learning Group on how to join the social media marketing world spinning around us, creating a strategy, and managing a social media strategy.
This is a good introduction for those looking to understand some of the marketing changes and to look at which tools to manage your time effectively.
The presentation includes an introduction on how to blog and an overview of Digg, Twitter, Linkedin, RSS feeds, Google Analytics, Feedburner, and concludes with an example as well as recommended bloggers, websites, Twitter personalities, and books to further accelerate individual learning.
This introduction of Facebook, Twitter, Linkedin, Google+, and YouTube for business looks at common objections, how to get started and some best practice tips for engaging with the social media platforms. Additionally, this presentation discussed how and where to uncover topics of conversation that would be important to any business as well as measuring the success of your social media efforts.
Website Redesign and CMS Migrations: Best Practices and Horror Stories. Presented by Amanda Charney, Ben Forstag and Ray van Hilst at the Association Media Publishing 2013 Annual Meeting
Introducing Data Driven Tech Leadership: Social media, Google Analytics, and ...Debra Askanase
Data-Driven Technology Leadership focuses on key questions and recommended metrics to help you provide direction to your organization on effective contact and donor management, social media and web content management.
How to win the internet with inbound marketingGavin Llewellyn
Inbound marketing can be used to win new customers and build relationships with existing ones by combining search engine optimisation (SEO), social media and content marketing to earn people's attention.
Integrating your media strategy into existing efforts is often overlooked. Social profiles should never stand alone. This presentation sheds light on opportunities to increase the effectiveness of some of the more popular networks along with how they can overlap with other efforts in your marketing plan.
Optimizing Library Websites for Better VisibilityErin Rushton
Binghamton University Librarians have attempted to employ search engine optimization strategies to make their website more visible on search engine result pages. Search engine optimization is the practice of improving ranking on search engine result pages and also increasing targeted traffic to a website. The presenter will discuss the effectiveness (or lack thereof) of developing a “do it yourself” optimization strategy for library websites
Introduction to Search Engine Optimization was presented to a business audience at the Oswego, NY SBDC on March 21, 2013. This introductory overview includes a view of your website as a sales funnel, the Search Engine Landscape, determining online potential, the basic principles of SEO and the convergence of Search Engine Optimization and Social Media Marketing.
Social Media Boot Camp Kuala Lumpur Malaysia November 2014Shane Gibson
Shane Gibson social media speaker (Malaysia Seminar)
It is not who you know but who knows you in today’s hyperconnected marketplace. The consumer and the crowd now own your brand, and in order to profit from this new dynamic, you need a solid strategy and set of principles to engage the marketplace.
Social media has a new set of rules that marketers can follow or break (often at their brand’s peril). The tools will change over time, but the rules of engagement will stay the same. These are principles that your team can apply today and they are also business strategies that they can take with them as technology and the web evolve.
In this full multi-day social media boot camp series, our course leader will share with your team on understanding the role social media. He will also unearth how the social networking play in this new dynamic will be paramount to your future success as sales professionals, marketers, and corporations.
Key benefits for attending this event:
· GOVERN the“7 Rules of Engagement” in sales and marketing for better impact when using social media
· ENRICH tips and approaches to using tools like blogging, Twitter, Facebook and Video to stay top of mind with clients
· GAIN insight by using hyper-local social media and networks to own your local market
· INCORPORATE strategies and tips on influencing online “Thought Leaders” and influencers (tapping into vast source online word-of-mouth referrals)
· MAGNIFY the use of Social Media to connect, attract and grow profitable client opportunities
· INTEGRATE online and offline media for your business profitability
· APPLY 7 easy steps launch your business into the social media space
· UNCOVER specific tips on measuring success, developing easy to implement plans and keeping things organized and simple to execute (and keep your team on-track)
Who Should Attend
VPs, GMs, HODs, Directors, Team Leader, Senior Managers and Managers of:
· Social Media
· Marketing/ Marketing Strategist/ Marketing and Communication
· Brand and Communication
· Digital Strategist/Digital Media and Social Engagement/Digital Marketing
· Corporate Communication
· Public Relation
· Brand and Product Management
· E-commerce
· Media Relation
· Corporate Affair
· Customer Service
· Entrepreneurs
FREE TAKEAWAY!!
Social Media Plan Template including sample social media calendars, social media policies and event marketing template and guide.
Delegates are required to bring laptop to benefit from the hands-on
Streamlining Nonprofit Organizations: It's All About the CloudDebra Askanase
This presentation looks at what cloud computing is, reports on how nonprofit organizations are using the Cloud, factors for success, how to evaluate cloud technology solutions, and developing a tech plan. Includes two nonprofit case studies and a survey of cloud tools for enhancing organizational efficiencies.
How to Launch And Manage Your Social Media IdentityToby Elwin
A presentation delivered the Massachusetts Bay Organization Development Learning Group on how to join the social media marketing world spinning around us, creating a strategy, and managing a social media strategy.
This is a good introduction for those looking to understand some of the marketing changes and to look at which tools to manage your time effectively.
The presentation includes an introduction on how to blog and an overview of Digg, Twitter, Linkedin, RSS feeds, Google Analytics, Feedburner, and concludes with an example as well as recommended bloggers, websites, Twitter personalities, and books to further accelerate individual learning.
How to Develop a Successful Online Marketing StrategySteve Saars
I :: The Basics: What You Need to Do to Market Your Business
Establishing a solid online presence by leveraging core online initiatives (website, eNewsletter, online advertising, SEO)
II :: Social Media: How to Harness the Power of Two-Way Communication
Using online social networking tools to interact with your target audience (Facebook, Twitter, LinkedIn, blogs)
III :: Thought Leadership: How to Stand Out From Your Competitors
Communicating innovative value added information to the your target audiences (eBooks, webinars, blogs)
Social Media Bootcamp For SMPS_SouthFlorida 2012Danielle Leitch
Danielle Leitch from MoreVisibility presented A "Social Media Bootcamp"to the Society for Marketing Professional Services (SMPS), South Florida division - March 2012.
Winning the Online Marketing Game Through Content Optimization 2013MultiWave Media
Discover how Content drives all digital marketing in 2013 and beyond; how to optimize that content for search engines, and beat your competitors at this game!
SEO Masterclass: The keys to a winning SEO strategy in 2021 - Josh MendelowitzSales Impact Academy
Josh Mendelowitz works as an SEO Marketing Manager at Refinitiv where he leads the in-house SEO team. Refinitiv, formerly the Financial and Risk business of Thomson Reuters, is a leading global financial data provider worth over $6 billion. Josh has worked in Digital and SEO for around 4 years and helped lead the SEO strategy for the Refinitiv site migration from Thomson Reuters to refinitiv.com. This strategy was recently awarded Gold and Best Overall Winner at the UK Digital Experience awards for “Best SEO Strategy".
Key Points:
1. Definition of SEO - Finding your customers needs and then centering your content strategy and digital marketing around how you can meet those needs.
2. Site speed is more important than ever - core web vitals: page loading, how long it takes for the site to be interactive, how stable is the site
3. Technical SEO is a critical first step - Focus on ways to minimise critical errors and have governance mechanisms in place to stop you from making the same mistakes.
4. Expertise - Authority - Trustworthiness (EAT) Make your content crawlable, relevant and easy to navigate.
5. Drive users to a specific place further down the sales funnel using CTA links in Press Releases and Blogs.
6. SEO should be central to your content strategy - validate early and often and put work into keyword research.
Tapping Into The SEO Goldmine - The Customer NetworkBusinessOnline
Did you know your customers are your secret weapon for SEO? Join BusinessOnLine, and featured guest, Lithium Technologies, for an engaging discussion about the value delivered by online communities and the role they play in search engine optimization.
Social Media Strategies and Tactics for BusinessSweb Development
In order to be successful with your social media efforts, it's important to have a sound strategy in place. Before you tackle the tactics (posting pictures, updating messages, sharing photos) you'll want to focus on why you're entering the social space and the goals you want to achieve.
This presentation will tackle strategy development, various tactics that can work for your business, identifying target markets and engaging with them, along with content creation and developing a process to distribute and and provide value.
Marketing recommendations on social media, branding, website design and search engine optimization. Management recommendations on company policies, hiring practices, and employee training programs.
Your Organization Has a Website. Now what? 3 Ways to Increase Performance
Assc Forum SEO preso
1. Web Strategies That Really Work:
Leveraging SEO & Social Reach
February 17, 2010
Presented to: The Association Forum of Chicagoland
1
2. Kelly Cutler: Marcel Media
Kelly Cutler, CEO and Co-Founder of Marcel Media
• 12 years of internet and marketing experience
• Certified Google AdWords Professional
• Young Entrepreneurs Organization (EO) Member
• Chicago Internet Marketing Association (CIMA) Member
• Search Engine Marketing Professionals
(SEMPO) Member
2
11. Search Engine Optimization
SEO is the process of improving the volume or quality of traffic to
a website from search engines via "natural" or “organic” search
results.
Onpage SEO
• Optimization that deals with a website’s specific pages and
structure (navigation, tagging, content optimization, etc.)
Offpage SEO
• Optimization done outside of a website (syndication, social
sites, strategic linking, etc.)
Usability
• Usability is an extremely important website element that aids
user experience, maximizes conversions, and minimizes
bounce rate.
11
12. Tools the Pros Use
Be data-driven - figure out what’s working…
and what’s not.
12
13. Tools
Google Analytics
• http://www.google.com/analytics/index.html
Google Keyword Tool
• http://www.google.com/sktool/#
Compete.com
• http://compete.com/
Website Grader
• http://websitegrader.com/
Google Insights for Search
• http://www.google.com/insights/search/#
13
14. Google Analytics: Tying Everything Together
• Optimize paid search
campaigns
• Track Key Performance
Indicators (KPIs)
• Improve website navigation
and usability
• Daily, weekly, and monthly
reporting capabilities
• Utilize funnels and filters to
streamline conversion paths
14
15. Tracking & Analysis: Key Performance Indicators
Pages per Visit
• Average number of pages viewed during a visit to your site -
repeated views of a single page are counted
Average Time on Site
• Average duration of a visit to your site
Percent New Visits
• Percentage of visits by people
who had never visited your site before
Bounce Rate:
• Percentage of single-page visits (i.e. visits in which the person
left your site from the entrance page). Over 60% is below is
standard. 40%-60% is ideal. Below 40% is optimal.
15
16. Tools: Website Grader
Run an analysis of
your website and
compare your site
with competing
associations’ sites
http://website.grader.com/
16
17. Tools: Google Insights for Search
Google Insights: Provides trending forecasts for keyword searches.
http://www.google.com/insights/search/#
17
18. Writing Content for the Web: Tips for Success
Do your research
• Find the terms your audience is likely to use.
Be Specific
• Content should be written for a specific purpose and should
be focused on one subject.
o Multiple topics should be broken out into separate pages,
250-500 words are best.
Use Keywords
• Build your page around the top 2 or 3 ideal search phrases.
o The average search term is 3 words long, so use longer
phrases and alternate keywords or use synonyms.
18
19. Press Release Optimization: Tips for Success
Write for your audience
• Have a clear message
Research terms and use strategic keyword placement
• Use Google’s keyword tool and incorporate search terms into
the headline and lead paragraph
Incorporate Links
• Add links intended to help people find related content
Use Social Tools
• Generate buzz among online communities/groups/networks
Create a Distribution Strategy
• Use news wires such as Business Wire and PRWeb, then
publish press releases on your own website to maximize SEO
efforts
19
21. Social Media Marketing is an Opportunity
Strategy
• Promote user-generated content
• Create a platform for feedback
• Start conversations
• Create urgency around events/promotions
• Create informal social environment for association members
Benefits
• Boosting SEO
• Maximized community growth
• Consistent communication
• Addressing the demands of your online users/members
21
22. The Value of Social Media
Through social media, associations are able to actively and
consistently target their members.
Social Media Advantages:
• Engagement: a step beyond search
• Increasing online visibility
• SEO (search engine optimization)
• Promoting new products and services
• Finding new trends within the specific verticals (what
members want)
• Increasing association and “brand” awareness
• Maintaining a competitive edge
22
23. Ohio Education Association (OEA) Example
The Ohio Education
Association (OEA) put out a
memo in Fall of 2008 strongly
advising teachers to
completely and totally avoid
social networking sites.
They have since revised their
protocol and created a
professional standard for
social networking
Currently OEA has
Twitter and Flickr
profiles:
Source: http://www.ohea.org
23
24. The Solution
Don’t ignore the conversation, join it and stay in
front of it!
*Send your employees a “Getting Started with Social Media”
guide, this sets the stage for success.
*Create a process for handling feedback (both positive and
negative).
24
25. Summary & Marcel Media Tips
Optimization Tips
• Utilize tools/resources that gauge online performance.
• Determine what a conversion means to your site.
o Is it a form completion, a newsletter sign-up, etc…?
• Examine website usability.
o How easily can members or prospective members find important
information?
• Join the online conversation, if you haven’t already.
• Create a Social Media policy for professional networking and
interaction.
o Don’t forget about the importance of privacy settings.
25
26. Thank you!
Questions?
Kelly Cutler
312.280.1974
kelly@marcelmedia.com
Jim Grillo
630.916.8000 ext. 3
jim@hereschicago.com
Prepared by Marcel Media www.marcelmedia.com
CONFIDENTIAL. This document is for The Association Forum of Chicagoland.
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All material and information herein is not to be reproduced, disseminated, or
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used in any other way without express consent of Marcel Media.
Chicago, Illinois 60654