Cross company sharing of search insights and how the org chart can really mess with successful search marketing.

2. Search and Brand
Relevance
Search Sweet Brand
Ranking Spot Relevance

3. Brand association with key
attributes via search / social
 Social Listening
 Brand Studies / Surveys?
 Search Insights – keywords, ranking, competitive
 Web Analytics – Referrals, Page view
relevancy, engagement, content consumption

4. Executive approach to search
reporting
 What do executives care about?
 Brand insights from search and social data
 Competitive insights
 Impact of search and social marketing programs
 Marketing mix – what should I do more of? What should I
stop doing
 Blindspots – real-time insights into the business

5. Share of voice – how to
measure and what to do

6. Social media impact to search
and analytics
Your Website Search Rankings

7. Connecting tools for better
tracking and/or measurement
 How do I put it all together? Which tool leads?
 SEO Tool
 SEM Tool
 Social Analytics / Listening Tools
 Web Analytics Tool
 Marketing Automation Tool
 BI Tool
 CRM Tool

8. Gaps or Hard Parts of Analysis at
VMware
 Limited end-to-end reporting (drop-off at Partner data)
 Accuracy of the data (need to multi-source)
 Quality of back-link data
 Lack of integrated SEO and SEM analytics tool
 Social tools not deep enough (sentiment isn’t enough)
 Is Social Media measurable to business impact?
 Customer satisfaction data in real-time

9. BARB

11. A
I Messaging
R
Competition
P
O Keywords
R Target Audience
T Budget
L
e
a
r
n
I
n
g
s

13. Competitive Information that
Isn't on Your Dashboard
○ Newspaper Ads
○ Magazines Ads
○ Store Fronts

14. Insights from Search
Search Volume Insights
Lipstick Example

15. What To Do with Insight Information?
 Use it to educate the Press people on their really, really
important role in search visibility
 Show them
 Use it to show the relative volume of specific phrases so
that web marketers and web content developers/writers
can understand more of the keyword analysis results
 Find out what Google thinks are related words – use them!
 Example – Google SSL – Data Driven product managers
want to know!

16. Cross company sharing of insights
– how, why, when, to whom
SALES
• PHONE • PRODUCT
• TWITTER MARKETING
• TELESALES • EVENTS/CAMPAIGNS
• ONLINE
• DIRECT
• CHAT
• ONLINE STORE
OWNERS
CUSTOMER
MARKETING
SUPPORT

17. What is really looks like.
Customer
Sales Marketing
Service
Online Corporate Online
Everything Everything
Phone
Else Else

18. Marketing Tools Issues
SEM/Paid
Advertising
Lead Generation
Events/Webinars..
CEO
PR/IR
Corporate Look and Feel
Website/Web
Content/Analytics/
Etc Social?

20. Follow This (me, us, you)
A. Someone writes about your company on their blog (an influential
thought leader type). They put a link to your site! Good!
B. Someone clicks on the Like button and off the link and content goes
to Facebook. (lost tracking!)
C. Someone see the link on their Facebook wall and thinks the link is
interesting and tweets about it. Good Public again.
D. Someone retweets but leaves the link off but uses your brand in their
hash tag? Good or Bad?
E. Someone shares the tweet on Google Circles. (Private again. Lost
tracking!)
Remember that ALL external links into your web content (regardless of
where that content resides) helps search visibility

21. Thank you.
John
Forrester, jforrester@vmw
are.com
Barbara Coll,
bcoll@webmama.com