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DIGITAL
MARKETING
CONNECTIONS
HOW SEO, ANALYTICS AND SOCIAL MEDIA
FIT TOGETHER
WHAT IS WANTED
• People want to do stuff
• Companies want to make
money

• That stuff people want? They
want it to be free
PEOPLE WANT TO FIND THINGS
• Local optician
• Meaning of “platano”
• URL for Time-Warner
PEOPLE WANT TO LEARN THINGS
• What are the symptoms of flu?
• How many feet in a mile?
• Who is the prime minister of
Canada?
A BRIEF DETOUR
GOOGLE TIPS
http://google.com/history
It fixes your spelling
Search is not case sensitive
Search ignores punctuation
Search by
Site:
filetype:
related:
define:
GOOGLE TIPS - 2
Search for:
Recipes (ingredients, then recipes in left panel)
Numbers in a range (chanel purse $120…$500)
Number conversions (celsius to fahrenheit)
Time (time Sochi)
Currency (usd in rubles)
Weather (weather Elon)
Scores (team name gives scores and schedules)
Package tracking (just put number)
Math answers (put in equation)
Location (put in zip code)
PEOPLE WANT TO DO THINGS
• Talk to friends
• Be entertained
• Find a significant other
• Buy things
COMPANIES WANT TO MAKE $
• The freemium model – You
get a teaser, full functionality
costs
• The advertising model –
Mass messages for a mass
audience
• The smart advertising model
– Targeted based on user
behaviors
HOW TO MAKE MONEY
• Traffic
• Engagement
• Conversion
• Evangelism
HOW TO GET TRAFFIC
• Direct traffic
• Habit
• Social media
• Search
HOW TO TELL IF YOU SUCCEED
• Analytics
• Surveys
• Goals

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Digital marketing connections: Fitting SEO, Analytics and Social Media together

  • 1. DIGITAL MARKETING CONNECTIONS HOW SEO, ANALYTICS AND SOCIAL MEDIA FIT TOGETHER
  • 2. WHAT IS WANTED • People want to do stuff • Companies want to make money • That stuff people want? They want it to be free
  • 3. PEOPLE WANT TO FIND THINGS • Local optician • Meaning of “platano” • URL for Time-Warner
  • 4. PEOPLE WANT TO LEARN THINGS • What are the symptoms of flu? • How many feet in a mile? • Who is the prime minister of Canada?
  • 6. GOOGLE TIPS http://google.com/history It fixes your spelling Search is not case sensitive Search ignores punctuation Search by Site: filetype: related: define:
  • 7. GOOGLE TIPS - 2 Search for: Recipes (ingredients, then recipes in left panel) Numbers in a range (chanel purse $120…$500) Number conversions (celsius to fahrenheit) Time (time Sochi) Currency (usd in rubles) Weather (weather Elon) Scores (team name gives scores and schedules) Package tracking (just put number) Math answers (put in equation) Location (put in zip code)
  • 8. PEOPLE WANT TO DO THINGS • Talk to friends • Be entertained • Find a significant other • Buy things
  • 9. COMPANIES WANT TO MAKE $ • The freemium model – You get a teaser, full functionality costs • The advertising model – Mass messages for a mass audience • The smart advertising model – Targeted based on user behaviors
  • 10. HOW TO MAKE MONEY • Traffic • Engagement • Conversion • Evangelism
  • 11. HOW TO GET TRAFFIC • Direct traffic • Habit • Social media • Search
  • 12. HOW TO TELL IF YOU SUCCEED • Analytics • Surveys • Goals

Editor's Notes

  1. Links to sites like Wikipedia…increasingly found in search.
  2. Search evolves continuously to try to anticipate people’s needs. Here’s some things you can do in a google search.
  3. Examples of each? Snapchat,netflix, Tinder, Amazon
  4. Freemium – LinkedIn pro, vimeo pro
  5. Awareness, consideration, preference, action, loyalty, advocacy (Rogers, Columbia Business School)