From SMX East 2013 - In House SEO and Social Media: How To Work Together - Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht #SMX #34D

1. @aknecht
In-house SEO & Social Media
How to Work Together?
Why Bring The Teams Together?
Alan K’necht

2. @aknecht
About Me
• Working with the Internet since 1994
• Also been a:
– Web developer
– Analyst
– SEO/Social Media
• Teach Digital Analytics for USF Online
• Published 1st book in 2010

3. @aknecht
About DAM
• Provide: SEO, Social & Analytics
Services, Training & Consulting

4. @aknecht
In The Beginning!

5. @aknecht
In The Beginning!
• 1st instinct of humans was Search
– We had to search for food

6. @aknecht
In The Beginning!
• 1st instinct of humans was Search
– we had to search for food
• 2nd instinct of humans was Social
– we needed to procreate

7. @aknecht
In The Beginning!
• 1st instinct of humans was Search
– we had to search for food
• 2nd instinct of humans was Social
– we needed to procreate
• Combing Search & Social ensured survival

8. @aknecht
In The Beginning!
• 1st instinct of humans was Search
– we had to search for food
• 2nd instinct of humans was Social
– we needed to procreate
• Combing Search & Social ensured survival
• The same evolution has come to business
– Most business created an unnatural structure

9. @aknecht
Typical Business Organization
VP Marketing

10. @aknecht
Typical Business Organization
VP Marketing
Dir Online
Marketing
Dir Other
Marketing

11. @aknecht
Typical Business Organization
VP Marketing
Dir Online
Marketing
Dir Other
Marketing
Paid Search SEO Social

12. @aknecht
How SEO vs. Social is Viewed

13. @aknecht
How SEO vs. Social is Viewed

14. @aknecht
How SEO vs. Social is Viewed
SEO’s focus is words on the
page to drive actions
Social’s focus is communication via
words to drive actions

15. @aknecht
If you Don’t Combine!
• Like trying create a spark with a flint &
rock but not letting them touch!

16. @aknecht
When Not Combined
• Silos make it difficult to communicate
• Can't have relationships without formal
communication
• Conflicting strategies can negatively
impact ROI (conflicting MBO)

17. @aknecht
Separation Creates Formality
• Each team has:
– Different objectives
– Different goals
– Different ways of measuring success
• Formality creates:
– Scheduling of regular formal meetings
– Distrust (competing goals & objectives)

18. @aknecht
When SEO vs. Social Combine
One cohesive strategy for maximum impact & ROI

19. @aknecht
When Combined
• Unified team has:
– Common objectives
– Common goals
– On way of measuring success
• Informality creates:
– Less meetings & more informal discussions
– Trust (understanding of each other’s hurdles)

20. @aknecht
How to Bring Them Together
• Cross Training
– Formal or Informal sessions
• Shadowing for 2-3 days
• Unified publishing & social schedule
• Establish dependencies
– Common goals & success measurements

21. @aknecht
Intra-Team Interactions
• Have Social share with Search:
– Common terms used in social engagement
– Industry related topics being talked about
• Have Search share with Social:
– Keywords that convert well for social to
use in online conversations (conversation
influencing)

22. @aknecht
Intra-Team Interactions
• Avoid conflicts by:
– Shared content amplification goal:
• What is the push
• When
• Where to it point all back to
– Remind everyone:
• It's all marketing with one common objective
“Improve sales & hence ROI for the company”

23. @aknecht
SEO and SM are often like
R2D2 and C3PO making
their way through the
desert. Need to work as a
team with common goals
Reuben Yau @ReubenYau
Via #SocialChat

24. @aknecht
Not Typical Results
• Search & Social teams combined
– 6 people in total
• Within 6 months
– Social interactions increased 250%
– Organic search based traffic lift of 53%
– Conversions increase 68%

25. @aknecht
nterThank You
Alan K’necht
alan@DigitalAlwaysMedia.com
@aknecht
Type my name into Google