Social media marketing is still a buzzword to many, but SEO is still a mystery. There’s a clear need to have a defined strategy and model to make a success with digital marketing campaigns. At the moment, many brands does not have a clear process and model regarding SEO and social media to reach business goals and there's no way to measure social media ROI. To move forward and make sure you reach your business goals using SEO and social media, you need an SEO and social media model that works and a strategy to measure ROI.

1. SEO and social media model to measure ROI
Search Engine Optimization and Social Media Marketing Model
Anton Koekemoer | January 2014

2. Agenda
Search engine optimization and social media model overview
1
The digital world is evolving at a rapid rate…
2
Google's Goal
3
Social media
4
Why social signals
5
Why measure SEO and social media in separate silos?
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SEO + Social media
7
Integrating SEO and social media
8
Research
9
Campaign information
10
Content blueprint
11
Campaign checklist
11
Measurement

3. SEO and social media model
So far…
 Social media marketing is still a buzzword to many, but SEO is still a mystery
 There’s a clear need to have a defined strategy and model to make a success with
digital marketing campaigns
 At the moment, many brands does not have a clear process and model regarding
SEO and social media to reach business goals
 No clear way to measure social media ROI
 No campaign documentation
To move forward and make sure you reach your business goals using SEO and social
media, you need an SEO and social media model that works

4. SEO and social media model
Why?
Why do you need an SEO and social media model?

5. SEO and social media model
Why?
Why do you need an SEO and social media model?
 Because the digital world is evolving at a rapid rate and change is constant with
digital marketing

6. SEO and social media model
As you know, the digital world is evolving…
 The internet is an ever evolving medium and change is just around the corner with no
sign of stopping anytime soon.
 20 years ago, no one could have predicted where we are today and that we would
have a “Google” that can determine the success of a business.
 No one knew back in the day that a couple of keywords relevant to the services and
products of a business can either create major success, or be the downfall of them.
 Who would have thought that many businesses will rely on a simple index (Google) to
be one of the main factors and KPI’s to determine success online?
 Who could have guessed that mobile devices will play such an important role in our
everyday business lifestyle?

7. SEO and social media model
General Google stats
Google isn’t big, it’s massive and still the #1 source to find information online.
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Google search generates over 100 billion searches per month (3.3 billion per day)
Google states that it has found 30 trillion “unique addresses” on the web (websites, web apps,
other stuff connected to the web)
Everyday, Google crawls 20 billion websites
With all the searches happening everyday, they have to make sure their algorithm is up to date
Each year, Google changes its search algorithm around 500–600 times.
The last major updates of the Google search algorithm:
 Penguin 2.1 – October 4 2013
 Hummingbird (complete algorithm update) – August 20 2013
 In depth articles – August 6 2013
 Un named update – July 26 2013
 Knowledge graph extension – July 19 2013
All these updates has a huge effect on SEO and business

8. SEO and social media model
Google’s search algorithm
Why are they constantly updating and changing their search algorithm?

9. SEO and social media model
Google’s search algorithm
Why are they constantly updating and changing their search algorithm?
 Create the best user experience for their customers (practically anyone that searches
on Google).
 Provide only the most relevant and up to date information to their customers.

10. SEO and social media model
Social media
Social media has also changed tremendously over the last couple of years and is making a big impact
on the media scene due to the real time nature of this medium and because it’s “social”.
Basic social media growth stats: South Africa
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Facebook: over 8 million members, up from 6.8-million last year;
Twitter: over 4.8 million members, up from 2.43-million last year;
LinkedIn: over 2.3 million members, up from 1.93-million last year; and
Google+: around 500,000 members
Arthur Goldstuck – World Wide Worx
Social media keeps on growing at a rapid rate with no sign of stopping soon
Due to the success of social media to connect people together basically
anywhere in the world, Google decided to integrate social media into their
core search functionality and it’s already integrated into their
search algorithm – social signals

11. SEO and social media model
Why social signals?
Why did Google integrate “social signals” into their search algorithm?

12. SEO and social media model
Why social signals?
Why did Google integrate “social signals” into their search algorithm?
1. The world is becoming more social (Today’s kids are tomorrow’s consumers and they
are growing up with all the social media channels around). As this generation ages,
more consumers will spend more time on social media channels, likely causing an
increase in social signals as those consumers interact with their favorite brands on the
Web.
2. People are human and are more likely to trust a website recommended personally by
their friends than by a search engine.
3. Websites with a strong social presence have better conversion rates and brand loyalty,
leading to more sales, more word-of-mouth referrals, and greater brand awareness,
which all lead to more positive reviews and inbound links.
Moz.com

13. SEO and social media model
SEO and social media
With Google integrating social signals into their algorithm, why measure social media and
SEO in their own silos?
1. Do you know how much a Facebook like is worth?
2. Do you know how much is a Tweet update is worth?
3. How many conversions does our blogging generate?
4. Do you really know how valuable (financially) is social media
to our campaigns?
5. Do you know how much ROI is generated by social media marketing
for your business?

14. SEO and social media model
SEO and social
Due to the fact that social media provides huge social signals to the search engines, SEO and social
media should work hand in hand.
What are the benefits:
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Social signals
 SEO benefits (increase organic rankings, engagement score, transparency)
 Online credibility
 Online visibility
 Real time community engagement
Google saying: others have to like you first before Google will like you
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It’s also easier to measure
 Social media ROI
 Conversions
 Reaching business goals

15. SEO and social media model
SEO and social media
How can you integrate SEO and social media together?

16. SEO and social media model
SEO and social medai
How can you integrate SEO and social media together?
It’s easy to integrate SEO and social media into one silo and measure the results so that
both mediums work together.
To do this, you need a clearly defined strategy (marketing model) on each campaign that
will consists of the following:
1.
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3.
4.
5.
Research (events, theme calendar)
Campaign information
Content blueprint
Campaign checklist
Measurement

17. SEO and social media model
Why, why, why, why…
Why use this marketing process model?

18. SEO and social media model
Why, why, why, why…
Why use this marketing process model?
It will give you a clear path and package with all of your SEO and social media
campaigns, a means to measure the results, and provide enough documentation to move
all of your SEO and social media strategies forward.
Benefits include:
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Focus on social signals
Integrate SEO and social media together
Your campaigns will be well documented
Validated learning (Lean startup)
Focus on what works
Measure success

19. SEO and social media model
1. Research
Research the campaign/event including the following:
 Keywords that are going to be targeted
 Search intent (navigational, informational, financial)
 Campaign specific keywords
 Call to action (sales funnel)
 Time frame
 Competitors
 SMART process
 Specific
 Measurable
 Achievable
 Realistic
 Time bound

20. SEO and social media model
2. Campaign information
This includes information regarding the campaign and consists of the following:
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Date of the campaign
Objective
Goal
Target
Platform
 Online
 Offline
 Channels
 List of channels to be used
 Message
 Basic measurement information

21. SEO and social media model
3. Content blueprint
This will consist of the content that will be published mainly on the blog and other
channels and consist of the following:
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Campaign name
Campaign date
Title
Message
Tone
Target URL
Main Keywords
Secondary keywords

22. SEO and social media model
4. Campaign checklist
The checklist is the weekly action plan of the campaign and will consist of the following:
 Campaign action plan
 When the messages and content goes out
 Which channels to target
 Detailed calendar on events

23. SEO and social media model
5. Measurement
Information on how you are going to measure the campaign and will consist of the
following:
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ROI
Traffic generated
Unique visitors
Conversions

24. SEO and social media model
Questions?

25. THANK YOU!
Twitter: @AntonRSA
Web: http://www.antonkoekemoer.co.za