Integrating search marketing and social media
•Download as PPTX, PDF•
0 likes•383 views
My presentation on the interplay between search marketing and social media; originally prepared for a conference in Singapore. Contributions from Tom Voirol and Mark Kelly
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Similar to Integrating search marketing and social media
Similar to Integrating search marketing and social media (20)
More from Simon Nash
More from Simon Nash (10)
Recently uploaded
Recently uploaded (20)
Integrating search marketing and social media
- 1. Raising the Visibility of Your Brand Integrating Search Marketing and Social Media
- 2. Is your digital marketing working hard enough?
- 3. Don’t bury your head in the sand • Things have moved on • Social Media and Search Marketing should no longer be treated as separate activities.
- 4. Digital channels work harder when they work together
- 5. “The website is dead: Long live the multi-channel digital eco-system”
- 6. Content is the key to success
- 7. Together they make your brand more visible in search
- 8. Paid media have a role too
- 9. Paid media have a role too Pay Per Click advertising should play a part • Search PPC enhances visibility, especially in competitive search markets • Target key product terms • Defend your brand terms • Social PPC drives interactions with your content •Target key behavioural segments •Target friends of fans
- 10. Encourage positive social feedback and drive sales
- 11. Its important to respond helpfully to negative feedback too
- 12. Positive Enhanced perceptions findability Customer Better advocacy conversion
- 13. The evolution of social search
- 14. Search engines have come a long way since 1998
- 15. It used to be about spiders
- 16. And clever SEO Ninjas
- 17. But the internet filled up with junk
- 18. Social media changed everything
- 19. Google Panda was born....
- 20. Then there was Penguin!
- 22. Or is that so.cl
- 23. It got local too.
- 24. People matter more than ever
- 25. mobile search is increasingly important for brands...
- 26. How social fits into search In simple terms...
- 27. The key factors that influence rank? Hat tip to Search Engine Land!
- 28. The key factors that influence rank? Things that undermine your ranking • Poor quality content • Over optimised content • Duplicate content / URLs • Spam and paid for links
- 29. The key factors that influence rank? Things on your site that support your ranking • Good quality content • Fresh content • Titles, URLs • Schemas • Technical Setup • Performance
- 30. The key factors that influence rank? Things off your site that support your ranking • Authoritative links • Local relevance • Social mentions • Shares, +1s and ‘circling’ This is where social comes in.
- 31. Don’t get over excited! • Social is not a magic bullet for your SEO • It drives new links and social mentions • It keeps your brand front of mind • And increases your visibility in search rankings
- 32. An example...
- 33. London Business School Reading Room helped LBS set up a framework for developing rich targeted content and using it to engage students, alumni, prospects and the wider business community using an integrated set of social media channels.
- 34. London Business School Let’s take London Business School • No.1 for their brand term • But that’s not all...
- 35. London Business School • Places listing links to Gmaps • If logged in then this goes to Google+ Local • Reviews attached to user’s G+ account
- 36. London Business School Social Profiles • Twitter, Facebook and Youtube channels prominently displayed in search results
- 37. London Business School • Google + posts also displayed in RHC • Blog Post’s, videos, images and slide presentations also rank well
- 38. So how can all this work for your brand?
- 40. Develop your marketing infrastructure http://mashable.com/2011/08/31/social-media-crisis/
- 41. Start thinking like a publisher!
- 42. Image credit: http://sailingscuttlebutt.blogspot.co.uk Anticipate your audience’s needs
- 43. Make your content ‘spreadable’ Be relevant and create value If I like your content it’s not because I like your brand it’s because I like my friends. Henry Jenkins – Spreadable Media
- 44. Talk about the subjects you want to be found for.
- 45. Where to start when creating content • Start with objectives! • Who are you trying to reach? • What are you trying to achieve? • Where does it fit in the journey? • What format is best? • What do you want them to do? • How will your content support this? http://blog.eloqua.com/the-content-grid-v2/
- 46. Keep it fresh
- 47. And don’t forget it is a two way conversation
- 48. The social cycle
- 49. Create Get content Apply some mainstream traditional worth media PR exposure sharing Obtain WOM Share in Get more reviews, social social media adding to networks followers SEO and reputation Social rankings Get inbound increase links Success! SEO
- 50. So who’s done it? Meet Dollar Shave Club
- 51. Razor blades sent to your home for $1 a month
- 53. Share in social networks
- 56. Get more social media followers
- 59. Obtain WOM reviews adding to SEO and reputation
- 60. Success!
- 61. Tools Making the most of social & search
- 62. The challenges How do I assess What are people Social search saying about my publishing is performance? brand? hard work! How do I keep Which content track of works and why? everything?
- 63. The tools of the trade SEO Social media Engagement analysis monitoring support Social media Content analytics aggregation
- 64. SEO analysis
- 86. http://klout.com
- 87. http://kred.com
Editor's Notes
- Altimeter Group