SEO and Social: Let's Dance
It is 2016 and Brands are still figuring out how to integrate Search and Social. Both industries have been discussing it for years and yet here we are still figuring it out. We all believe that by integrating the two practices, our brands will create more engaging, high quality content driving connections and purchases. What we are missing is a continuous feedback loop that speaks in both languages. The key to success is to create a continuous feedback loop between search, social and content. By beginning with data, specifically search and social listening, it informs an integrated strategy across platforms. The strategy drives specific content (text and visual) which is further optimized from a search and social perspective. If done right, content will inspire engagements (clicks, comments, time on site, shares) which creates further data to start the loop over again. This loop can start high level and be customized for campaigns or specific platforms. Maggie Malek, Head of Public Relations and Social Media at MMI Agency will discuss this issue in greater detail as she outlines a framework for how the practices can supplement each other’s efforts in order to create excellent content and make the most of a Brand’s budget. Maggie will provide tips for structuring this interaction, and use examples and case studies of real campaigns which has seen improved results thanks to the seamless intersection of these practices.
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SEO and Social: Let's Dance
- 1. #SMX #13C @MagsMac Head + Heart Integrating Search and Social to Reach Your Consumer
- 2. #SMX #13C @MagsMac Started with GeoCities Sports marketing Traditional PR now? Social media + experience junkie Maggie Malek Head of PR and Social
- 4. #SMX #13C @MagsMac once upon a time… Search Social
- 5. #SMX #13C @MagsMac the new consumer landscape
- 6. #SMX #13C @MagsMac • Written content is now graphic content. • Social traffic is not guaranteed. • Social engagement is a different ball game. • Brands have to pay to play. four years of BIG change…
- 11. #SMX #13C @MagsMac search social winning content our approach head heart
- 12. #SMX #13C @MagsMac it’s a closed loop
- 14. #SMX #13C @MagsMac Steps 1. Start with data. 2. Create a content strategy. 3. Ignite conversations and amplify. 4. Experiment, measure, repeat! steps
- 18. #SMX #13C @MagsMac • What are people searching for in the privacy of their own Google search box? • What questions are they asking? • What trends are you seeing? lead with the head.
- 19. #SMX #13C @MagsMac But Google isn’t the only place people are searching. • Facebook Open Graph • YouTube organic search • Amazon products and reviews • Twitter search • Instagram hashtags • And the list goes on.
- 20. #SMX #13C @MagsMac Use social listening tools to identify key conversation topics. Facebook Account Connecter Facebook API Connecter Facebook Account List Facebook Insights Query Facebook Select Post Facebook List Comments Facebook List Posts Connect to API Connect to Account List Accounts Get Insights Select a Post List Accounts Get Comments
- 21. #SMX #13C @MagsMac • What are people saying about your product to their friends? • How are they interacting with your competitors? • What customer service issues are they having? • What type of content gets the most engagement? let the heart provide context.
- 23. #SMX #13C @MagsMac Success looks different for every brand. What metrics will you be looking at?
- 24. #SMX #13C @MagsMac Awareness metrics metrics for awareness vs. conversion • Reach/impressions • Engagement • Mentions • Clicks/CTR • Site traffic • Brand awareness • Sentiment Conversion metrics • Leads • Checkouts • Conversion rate • Average order value • Cart abandonment rate • Customer retention rate • Customer LTV
- 25. #SMX #13C @MagsMac pick your channels.
- 26. #SMX #13C @MagsMac you need three types of content. hero Large-scale, tent-pole events or “go-big” moments designed to raise broad awareness hub Regularly scheduled “push” content designed for your prime prospect hygiene Always-on “pull” content designed for your core target
- 30. #SMX #13C @MagsMac Assign a dedicatedteam.
- 32. #SMX #13C @MagsMac Identify collaborators on each team. Establish a cadence to data share. including data review
- 33. #SMX #13C @MagsMac mmiagency.com/smxadvanced publication checklist
- 34. #SMX #13C @MagsMac Have your tools ready to go. Haveyourtools readytogo.
- 39. #SMX #13C @MagsMac and REMEMBER!
- 40. #SMX #13C @MagsMac High organic reach = amplify Heavy website traffic = amplify Key cultural moment = amplify look for opportunities to amplify
- 42. #SMX #13C @MagsMac • Knowyourbrandvoice. • Chartyourcoursewithdata,butletyourheartleadtheway. • Rallyaroundcontentthatrepresentswhoyouare. • Developarelationshiponsocialmediathatallowsyoutoglean evenMOREdatafromyourconsumerstopersonalizetheirexperience. • Convertsocialsensationsintocontentopportunities. takeaways
- 43. #SMX #13C @MagsMac SEE YOU AT THE NEXT #SMX THANK YOU!
Editor's Notes
- We understand your consumer because we ARE your consumer We are brand storytellers. We are digital natives. We take detours based on what we learn from our performance. We move. And in doing so, we are extremely adept at inspiring consumers to move with us. Whats the story. How to tell the story. Where do we tell the story. Insights - MMI lives in the middle of it all Search, Social, Paid Media Add J&J into logo slide