Guava Social Media

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  • Guava Social Media

    1. 1. Social Media and Search in Practice:Guava and World First Case Study
    2. 2. Who are Guava ? Over ten years market leading search marketing experience Built by acquisition - Guava UK June 2007 - Neutralize October 2007 Key services; - Search Engine Optimisation - Paid Search Management - Website Development Services Danish headquartered, publicly quoted Global capacity 218 staff (55 in UK)‫‏‬ 2 Copyright Guava UK Ltd · All material is confidential
    3. 3. Accreditations Guava are a Google Adwords Qualified Company Guava are Google Enterprise Partners Guava are Google Analytics Partners Guava are Omniture Partners Guava are members of: – Internet Advertising Bureau (IAB) (Search Council)‫‏‬ – SEMPO (UK working group)‫‏‬ – E-consultancy 3 Copyright Guava UK Ltd · All material is confidential
    4. 4. Current UK SEM Clients 4 Copyright Guava UK Ltd · All material is confidential
    5. 5. h Social Media and Search: How they interact and integrate in practice 5 Copyright Guava UK Ltd · All material is confidential
    6. 6. Social Media: Nothing New 6 Copyright Guava UK Ltd · All material is confidential
    7. 7. Types of Social Media • Blogs • Social Networking • Social Bookmarking • Microblogging • Forums • Social Gaming • Social Reviews • Content Sharing: – Photos – Videos – Music – Documents – Presentations 7 Copyright Guava UK Ltd · All material is confidential
    8. 8. Facebook vs Google vs Twitter U.S Traffic – Facebook vs Google UK Traffic – Facebook vs Google Monthly UK Traffic and number of global search queries: • Twitter – 8.9 million UK visitors & 19 billion monthly search queries • Facebook – 74 million UK visitors & 647 million monthly search queries • YouTube – 300 million visitors worldwide & 5 billion video views 8 Copyright Guava UK Ltd · All material is confidential
    9. 9. Social Media in Search Engine Rankings • Strong social media accounts can appear on front page – increases brand visibility • Real time results from Twitter and Facebook Pages • Personalised results based on browsing history – soon could be based on your friend’s recommendations • Future effect of social measurement variables on search engine rankings 9 Copyright Guava UK Ltd · All material is confidential
    10. 10. Other Uses of Social Media • Lead Generation • Product Development • Market Research • Customer Service • Networking • Recruitment • Reputation Management 10 Copyright Guava UK Ltd · All material is confidential
    11. 11. Developing a Successful Social Media • Develop an effective content and community engagement strategy • Optimisation your social media accounts and media content • Syndicate content to relevant online communities • Communicate and engage with relevant online communities and influencers 11 Copyright Guava UK Ltd · All material is confidential
    12. 12. Guava Social Media Process We operate on a consultation basis supported by training and campaign monitoring 1) Competitor and Audience Research 2) Determine Campaign Objectives 3) Develop Social Media & Content Strategy 4) Utilise Social Media Applications 5) Monitor Campaign 12 Copyright Guava UK Ltd · All material is confidential
    13. 13. World First: Social Media Case Study • Existing SEO and PPC Client • Provide a wide range of specialist travel insurance policies including single trip, backpackers, medical, winter sports, cruise, over 65, business and family policies. 13 Copyright Guava UK Ltd · All material is confidential
    14. 14. World First: Competitor & Audience Research • Social Media Audit • Initial Brand Monitoring • Audience Research • Competitor Research 14 Copyright Guava UK Ltd · All material is confidential
    15. 15. World First: Campaign Objectives • Drive traffic to World First website • Increase brand awareness • Provide real time customer service • Drive sales by promoting special offers • Networking with key industry figures and bloggers • Market research and product development • Brand and reputation monitoring 15 Copyright Guava UK Ltd · All material is confidential
    16. 16. World First: Social Media & Content Strategy 1) Determine relevant social media portals Average User Age: • Facebook – 38.4 years • Twitter – 39.1 years • LinkedIn - 44.3 years • Bebo – 28.4 years • MySpace – 31.8 years • Digg – 38.5 years • Delicious – 41.3 years • Reddit – 37.4 years 16 Copyright Guava UK Ltd · All material is confidential
    17. 17. World First: Social Media & Content Strategy 1) Determine relevant social media portals World First Customer Profile Those who like to travel but a wide variety of clients depending on type of travel insurance: • Families • Backpackers • Business Travellers • Sports Enthusiasts • Over 65’s • Sufferers of Medical Conditions 17 Copyright Guava UK Ltd · All material is confidential
    18. 18. World First: Social Media & Content Strategy 2) Advice on setting up, promoting and optimising social media accounts 3) Develop effective content & community engagement strategy 18 Copyright Guava UK Ltd · All material is confidential
    19. 19. World First: SEO & Social Media Integration • Increases ownership of brand name – strong social media accounts will in time appear on first page for brand searches • Optimisation of social media accounts and content for targeted keyphrases • Promoting link bait content using social media • Regular blog posts with associated comments and sharing aids rankings – also targets long tail keyphrases • Social bookmarking increases visibility of content • Media content such as video often prioritised in search engine results • Appearance in real time search results for travel related news events – Iceland volcano 19 Copyright Guava UK Ltd · All material is confidential
    20. 20. World First: Monitoring Campaign Social Media Monitoring Metrics: Brand Performance Content Performance Sales Performance • Brand Mentions • Views • Referrals from • Shares social media portals • Link Mentions • Clicks/Downloads • Sales conversions • Share of Voice from these referrals • Comments/Feedback • Number of • Subscriptions subscribers/fans • Inbound Links • Sentiment Analysis 20 Copyright Guava UK Ltd · All material is confidential
    21. 21. World First: Radian6 Data 21 Copyright Guava UK Ltd · All material is confidential
    22. 22. World First: Radian6 Data World First Essential Travel 22 Copyright Guava UK Ltd · All material is confidential
    23. 23. World First: Radian6 Data World First Essential Travel 23 Copyright Guava UK Ltd · All material is confidential
    24. 24. World First: Google Analytics Data Referrals from Social Media Portals Sales Conversions 24 Copyright Guava UK Ltd · All material is confidential
    25. 25. Future Developments in Social Media • Location Based Marketing • Real Time Social Search • F8 Developments • Social Media Monetisation 25 Copyright Guava UK Ltd · All material is confidential
    26. 26. http://www.guava.comClemi Hardieclemi.hardie@guava.comPaul Langstonpaul.langston@guava.com0870 063 0707 26 Copyright Guava UK Ltd · All material is confidential

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