Search (SEO) & Social Media Working Together: DMA Days Presentation


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Search (SEO) & Social Media Working Together: DMA Days Presentation

  1. 1. Search & Social Working Together?<br />Even In Social Media They Still Need to Find You!<br />Liana “Li” Evans, Director of Social Media<br />
  2. 2. First Lets Understand<br />
  3. 3. In the Beginning We Had Advertising & Marketing<br />
  4. 4. We Use to Push Messages<br />And Audiences Were Forced to Listen<br />
  5. 5. There Was No Engagement<br />Even Though Consumers Wanted It<br />
  6. 6. Then Search Came Along(The Old Way – 10 Blue Links)<br />*courtesy Mike Grehan –<br />And Google Changed the Landscape<br />
  7. 7. But Again… Customers Weren’t Really Engaged<br />Google Just Pushed 10 Blue Links Out<br />
  8. 8. And With Direct Marketing<br />Again, Not Much Engagement<br />
  9. 9. Then Came Along Social Media<br />
  10. 10. Which Finally Gave Consumers a Way to Talk Back - EASILY<br />
  11. 11. And Communities Now Share Their Experiences with One Another<br />And Not Only do Audience Members Listen, Search Engines Do Too<br />
  12. 12. Google Said This… Nearly Two Years Ago<br />
  13. 13. Look At Search Now<br />
  14. 14. Search & Social<br />
  15. 15. Search, Social & MapsApparently Google Knows Where I Am Thanks to Social Media <br />
  16. 16. Not Just Textual Search, But Images, Too<br />
  17. 17. And What About Video…?<br />
  18. 18. Searches – Not Just On A Search Engine Anymore!<br />
  19. 19. In August 200910 billion videos viewed<br />
  20. 20. In April 201030.3 Billion Videos Viewed<br />
  21. 21. It Really Isn’t About Going “Viral”<br />
  22. 22. Social Media<br />The Thing of it Is…. It’s No Longer About You<br />It’s About Them, How They Find You & If They Find You Valuable<br />
  23. 23. It’s About Fulfilling a Need – Their Need<br />
  24. 24. Apparently the Chicago Blackhawks… are a need!<br />
  25. 25. OK, That’s Cool But How Do I KNoW THIS STUFF WORKS?<br />
  26. 26. Let’s Take 3 Steps Back<br />
  27. 27. 4 Pillars of Social Media Marketing<br />Research<br />Helps you find where your audience is<br />Helps you understand how & why they talk about you<br />Strategy<br />Helps you plan for the good & bad<br />Keeps your plans focused & on target<br />
  28. 28. 4 Pillars of Social Media Marketing<br />Engagement<br />Its what Social Media is all about<br />And it’s the only way you’ll be successful<br />Measurement<br />Goals help you understand how Social Media affects your bottom line (ROI)<br />Metrics help you know what’s working & what isn’t<br />
  29. 29. At the End of the Day You’re Accountable<br />Don’t Just Count – Counting Can Be Misleading<br />Tweets, Followers<br />Think about all those spam accounts<br />Fans & Friends<br />Are they REALLY your fans?<br />Do You Look at Interaction & Engagement?<br />How Much Are the Sharing<br />How Often to the Recommend<br />How Does What Your Doing Affect Traffic & Buzz<br />Conversations Going On<br />Traffic Diversification (Search/Direct/Referrals)<br />
  30. 30. Where Are You Getting Your Data?<br />Web Traffic<br />Alone it only tells your part of the story<br />Buzz Monitoring<br />Only tells Where & When the Conversations happen<br />Insights/Social Media Site Data<br />Lets you know what’s going on with your profile<br />
  31. 31. How Do You Pull It All Together?<br />Excel Spreadsheets<br />Pivot Tables<br />Charts<br />Graphs<br />Word Documents<br />Summaries of Engagements<br />Overview of Goals/Metrics<br />But Does the C-Suite Understand?<br />
  32. 32.
  33. 33. Alright - I Get Social Media’s Important, But How Can I Use IT?<br />
  34. 34. Let’s Look at a Real World Example<br />
  35. 35. I Want to Sing at Karaoke!<br />
  36. 36. Local & Social Can Be Powerful<br />
  37. 37. It Doesn’t Stop at the Web Browser or Google Search<br />
  38. 38. Apps Are Social & You Still Need to Be Found<br />
  39. 39. How Do I Do What You Did?<br />Great… That’s All Fine & Dandy But….<br />
  40. 40. How Can Anyone Guarantee a <br />Top 10 ranking anymore?<br />Think about it!<br />Logged into your Google Account? Google personalized your results<br />Local - They know your IP, serve you geographically relevant ads & results<br />Have the Google Toolbar installed? Google knows your history & serves up results according to where you’ve been before.<br />Using Chrome? Google knows all! <br />
  41. 41. You Need to Start With the Basics<br />Step One: Do Keyword Research<br />How do people search for your products/services<br />How do they search for YOU<br />Are they searching more for YOU or an “idea” of what you sell, do or provide?<br />Search in Search Engines is Different than Search in Social Media<br />Step Two: Optimize Your Site<br />Get Rid of Site Inhibitors – Flash, Frames, etc.<br />Snappy Titles Tags<br />Valuable Content<br />Links<br />
  42. 42. And Keep Building on the Basics<br />Step Three: Optimize Your Digital Assets<br />Videos<br />Titles, descriptions, tags, categories<br />Photos<br />Titles, descriptions, tags, groups, geo-location <br />Audio<br />Titles, descriptions, tags, transcripts<br />Step Four: Incorporate Social Media<br />Names, Locations<br />Interests , Hobbies & Industries<br />Photos, Videos, Content (tagging)<br />
  43. 43. Remember SEO Is Still Fundamental<br />It’s Just Not Unique Anymore! (Seriously It’s Not!)<br />Without a Solid Foundation, You’re Strategy Could Crack<br />Optimize Your Titles<br />Optimize Your Content<br />Use Tagging<br />Categorize Your Content<br />Optimize Your Digital Assets<br />Videos, Photos, Audio<br />
  44. 44. Do You Understand Your Audience?<br />How Do They Search?<br />Using Search Engines?<br />Using Social Media?<br />Searching Videos? How About Photos?<br />Maybe a Smart Phone (Droid, Blackberry, iPhone)?<br />What Lingo Do They Use?<br />Are They Local, National or Global?<br />How Do They Prefer Their Content Served?<br />Video, Text, Audio, Photo, Maps, Directions, etc.?<br />
  45. 45. Search, Social, Mobile It’s All About Being Found<br /><ul><li>iPhone Apps </li></ul>You Need to be Optimized in OpenTable to Fill the Table<br /><ul><li> Google, Bing, Yahoo</li></ul>Your Title Tags Should Reflect What You Sell not just “Home”<br />Your Profiles Should Indicate What You Talk About <br />“We’re a candy company crazy about 80’s retro candy like Pez!”<br />
  46. 46. Last – But Not By Mean Least<br /><ul><li> Value
  47. 47. Your Audience Deems What Is Valuable, Not You
  48. 48. Content
  49. 49. Make it Portable! Easy to Share, Makes it Easy to Find!</li></ul>Don’t Be Stingy<br />Link to others, say thank you & spread the love!<br />Remember It Isn’t All About You<br />Other people make it easy to find you as much as a search engine does!<br />
  50. 50. Want To Learn More?<br />Current White Paper: <br />Measuring Social Media - Social Media Impact: Unicorn or Elephant<br />Pending Book: <br />Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media – June 24th, 2010 (Que Press)<br />
  51. 51. Contact<br />Serengeti Communications:<br /><br /><br /><br />@serengeticom<br />Phone: 703-556-3390<br />Liana “Li” Evans – Director of Social Media<br /><br />@storyspinner<br />Text: LIANA to 70259 (add your email after “LIANA”)<br />