Michelle goodall

‘E-commerce in the digital age’
SEO and Social Media primer
Michelle Goodall
Online communications and
social media consultant/trainer

Twitter: @greenwellys
Blog: http://michellegoodall.posterous.com/

30 minutes of…
• De-jargonisation
• Actionable tips
• Qs and As

© Michelle Goodall - @greenwellys

Who am I talking to?
• If you could only use one social network
personally and professionally, what would it
be?

Image source: http://pinterest.com/pin/127719339402545706/

Where SEO, social and PR sits in a digital
marketing strategy

© Michelle Goodall - @greenwellys Source: Smart Insights RACE framework

SEO, social media and PR essential to reach
potential customers

…..and then engage with them to convert into a lead/sale or other important action
(invest, partner, come and work for you etc)

© Michelle Goodall - @greenwellys Source: Smart Insights RACE framework

…an inconvenient truth


…but social media tools can make your
job/life easier…

…and save you time/money!

…and it can be fun…


And social media and search are now
intertwined…

Shares and ‘+1s’ from our
social connections changes
the results that we and others
see

An SEO strategy in 9 words…

“Think about what a user is going to type…”
Matt Cutts, Google

Image source: http://martinjapan.blogspot.co.uk/2007_06_01_archive.html

‘Paid for’ and ‘Natural Search
Keywords or keyphrase

Sponsored Ad Adwords/PPC

Natural or “Organic” Search Results

Which is best?
In very broad terms…

SEO will take more time

On-site changes/content
and off-site engagement/pr/link building

Advertising will cost more
money
You pay per clickthrough to
your site

How Google Works
1. Google finds your website
with ‘spiders’ and looks
at your content/connections
Crawling

2. It then indexes your pages
in its massive database applying
over 200 ‘signals’
Indexing

3. It then ranks them against Relevant content
competing pages Regularly updated
Ranking Good info architecture, coding &
structure
Quality inbound links…etc

Google’s goal is to match each search to the most relevant and best quality content

Top SEO tips
#1: content is king

Top SEO tips
#2: research your keywords/phrases
How realistic/relevant is the search
term?
Will target customers search for it?
How many searches on it?
Is it too competitive?

Google Keyword Tool

Google adwords

Top SEO tips
#3: URLs should be descriptive and reflect
your content

Top SEO tips
#4: Anchor Text Links

Improve your findability on
keyphrases
Give context to links

Top SEO tips
#5: Image Alt Tags

Top SEO tips
#6: Google Places

Put your business on the map!
Google places

Top SEO tips
#7: Online PR, social media

Blog

Top SEO tips
#8: Track effort v reward
On-site Off-site

Number of visits Competitor analysis
Source of visits Rankings in natural/organic search
Keyword/phrase that generated visit
Outcome from visit
(e.g. purchase, download etc)
Success comparison between SEO, PR
and Social Media

Google Analytics – Free Advanced Web Ranking
From $99 per year

Something (for free) to get you started

http://econsultancy.com/uk/reports/ http://www.hubspot.com/organic-vs-paid-
search-engine-optimisation-seo-a- search/Default.aspx?RewriteStatus=1
beginner-s-guide

Summary: 6 essential steps for SEO
Encourage links and shares – PR, social media etc

Pay to be listed until SEO efforts work and you can
evaluate effectiveness

Invite Google to crawl – submit site and add business to
places - http://www.google.co.uk/submit_content.html

Use your keywords across your site – products and
dynamic content (e.g. Blog, Press Centre)

Build your site to be search-engine friendly

Keyword research – search phrases your audiences
uses/relevance/competiveness etc

Not quite always on...yet

59% of UK Internet users
access social media at
least once a week

42% access it daily!

Source: Porter Novelli – Social Consumers in Europe Report

The rise and rise of social networks

Will social network
usage overtake
online shopping &
News in 2012?

Source: Pew Research Center’s Internet & American Life 2002-2011

What is social media?

“the democratization of information, transforming people from content readers into
publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-
many model, rooted in conversations between authors, people, and peers.”
Sources:
http://www.fredcavazza.net/2010/12/14/social-media-landscape-2011/
© Michelle Goodall - @greenwellys http://www.briansolis.com/2010/01/defining-social-media-the-saga-continues/

Common platforms
Facebook - 30,451,180 users
Nearly 50% of UK population

LinkedIn - 8,142,912 users
13% of UK population

Twitter - 500 million users globally
No UK stats currently + dormant accounts

Google+ - 100 million globally
No UK stats currently – much
faster growth than Facebook
Source: Socialbakers

Plus a ‘social’ traditional media


The ‘Big 4’

Source: Econsultancy State of Social Report Oct 2011

Your website = your ‘hub’


Consumers of the conversation

Image Source: http://www.22squared.com/

Why do we follow or ‘friend’ brands?

61% to get discounts 53% because I like
Or vouchers the brand

52% to enter 47% to get the latest
competitions product news

Source: Porter Novelli – Social Consumers in Europe Report

Sadly, ‘friendships’ can turn sour…

52% - too repetitive

41%- they crowd my feed

39% - they post too
frequently
31% - I took advantage of
a one time
offer/competition
© Michelle Goodall - @greenwellys Source: Adobe – Social Analytics event Nov 2011

Who in Fashion does Social Media well?

Topshop – blog content


Topshop on Facebook


Topshop on Tumblr


Pinterest – Closet Collage


PInterest – Modcloth


Outnet style a friend app and Facebook
integration


Outnet YouTube videos


Burberry – ahead of the pack


Twitter – Telegraph’s Top 50 fashion list

https://twitter.com/#!/TeleFashion/top-50-fashion-3


Step 1: Do your research
Competitor analysis

Audience use of social
media

Existing conversation about your
brand plus potential connections

Site and content audit

Insights and recommendations
from above

This is where a good consultant
can really help…

Step 2: Choose your channels
Focus on channels
that have best fit with
audience and will
be sustainable for you

Join them up – especially
with your website


Step 3: Content Strategy
Social media needs CONTENT

Content Plan – audit,
repurpose, create, evaluate

Consider SEO techniques

Experiment with formats


Step 4: Engagement strategy
Community Management?

PR engagement?

Campaign v long term?

Risk and reputation
management

Experiment


Step 5: Measure, evaluate, iterate
Monitoring Management Measurement
(insight) (Action) (Analyse)

Google Alerts Crowdbooster Google Analytics
Tweetdeck Twentyfeet Facebook Insights
Hootsuite Sproutsocial YouTube Insights
Socialmention Tweetdeck LinkedIn group
analytics
Tweetreach
Crowdbooster
Brandwatch Hootsuite Adobe Social
Radian6 Buddy Media Analytics
Sysomos Lithium IBM Coremetrics
Brandwatch social analytics
Radian 6
Sysomos


Step 6: Social media is like fashion…you’ll
need to keep on top of it…


Get funding…


Pai – small business success
Focus = great products,
building advocacy,
content, PR and social

Highly engaged fans and
sales correlation with
peaks of social engagement

Customer service through
Get Satisfaction

Co-creation, high levels of
advocacy and strong NPS
Scores
http://www.paiskincare.com/

Something (for free) to get you started

http://en.community.dell.com/ http://support.twitter.com/groups/31-twitter-
dell-groups/small-business/p/ basics
socialmediatoolkit.aspx

Summary: 6 essential steps for social media
Measure, evaluate, iterate

Develop quality relationships over quantity

Establish the right mix of social channels

Create a timed content and engagement strategy

Get social elements on your site right – content, sharing
etc

Research – audience use of social media & competitor
analysis

Thanks.
Download my presentation
here:
slideshare.net/michellegoo
dall
Michelle Goodall
Online communications and
social media consultant/trainer
Twitter: @greenwellys
Blog: http://michellegoodall.posterous.com/

Michelle goodall

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