This document discusses how engaging social media and online communities can enhance natural search engine results. It provides information about Epiphany Solutions, a UK-based search marketing agency with expertise in SEO and social media strategies. The document notes that marketing has changed with the rise of earned and collaborative media like blogs and social networks, where consumers trust peer recommendations more than advertisements. It proposes developing a community engagement strategy to analyze, define influencers, and engage target demographics through social listening and ongoing monitoring.
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
[Rob Shaw] Engaging Social Media and Creating Communities to Enhance Natural Search
1. Engaging Social Media and Creating Communities to Enhance Natural Search Rob Shaw – Managing Director – Epiphany Solutions WORLD CLASS DIGITAL MARKETING
2. WHO ARE WE? 1. Search Marketing Agency with offices in Leeds & London 2. 40 UK based marketing professionals 3. In our 6 th year of operation 4. Employing one of the largest SEO departments in the UK 5. One of the few Agencies with a Social Media Strategy delivering tangible results 6. Accredited by Google as GAP, GAAC, WOAC 7. One of only 9 UK companies accredited by Google as a GCP WORLD CLASS DIGITAL MARKETING
3. Insert your Amazing Statistic Here!!! WORLD CLASS DIGITAL MARKETING It’s big, I mean really big!!!
4. EPIPHANY EXPERTS 1. Our mechanism for monitoring developments in the industry 2. 8 individuals specialising in new areas of Search & Social Media 3. Delivering quality research & Industry insight to Clients WORLD CLASS DIGITAL MARKETING
5. MARKETING HAS CHANGED The average person views 2,000 display advertisements online every month. [Source: comScore 2008 Digital Year in Review, January 2009]
6. TWO-WAY DISCUSSIONS There over 200 Million Blogs – 34% of them post opinion about products and brands. [Source: Social Media Revolution 2009]
7. SAME OLD PRESCRIPTION WHO IS OUR AUDIENCE? WHERE IS OUR AUDIENCE LIVING? HOW ARE WE GOING TO REACH THEM? WHAT IS OUR MESSAGE? HOW DO WE ENGAGE THEM IN CONVERSATION? WHAT CONTENT AND RESOURCES DO THEY NEED?
8. CONSUMPTION HAS SHIFTED OWNED MEDIA – NEWSLETTERS, SIGNAGE. BOUGHT MEDIA – TV, RADIO, ADVERTISING. EARNED MEDIA – UNPROMPTED BRAND DICUSSIONS.
9. COLLABORATIVE MEDIA 78% of consumers trust peer recommendations – only 14% of them trust advertisements. [Source: Social Media Revolution 2009]
10. Community Engagement Strategy Analyse Communities Define Influencers Engagement Planning Demographic Profiling Social Media Audit Universe Map Ongoing monitoring
11. Radian 6 – Real-time monitoring WORLD CLASS DIGITAL MARKETING
12. Some examples and ideas…… Cheese Rolling! Physiotherapy & Fantasy football
13. Try not to upset the locals Habitat Twitterfail Skittles Homepage Debacle Oh, so many, many more!!!
14. Great, so now what??? 1. Make the most of today 2. Think about brainstorming you own community engagement strategy 3. Start small, think about what you can sustain 4. Look for a genuine engagement not just lip service 5. Try not to ‘game’ the community (at least not too much!) 6. Experiment 7. Don’t forget the day job (this is all still new!)
15. Thank You WORLD CLASS DIGITAL MARKETING [email_address] @robshaw99 [email_address] @epiphanysol www.epiphanysolutions.co.uk
