3. Brand association with key
attributes via search / social
Social Listening
Brand Studies / Surveys?
Search Insights – keywords, ranking, competitive
Web Analytics – Referrals, Page view
relevancy, engagement, content consumption
4. Executive approach to search
reporting
What do executives care about?
Brand insights from search and social data
Competitive insights
Impact of search and social marketing programs
Marketing mix – what should I do more of? What should I
stop doing
Blindspots – real-time insights into the business
7. Connecting tools for better
tracking and/or measurement
How do I put it all together? Which tool leads?
SEO Tool
SEM Tool
Social Analytics / Listening Tools
Web Analytics Tool
Marketing Automation Tool
BI Tool
CRM Tool
8. Gaps or Hard Parts of Analysis at
VMware
Limited end-to-end reporting (drop-off at Partner data)
Accuracy of the data (need to multi-source)
Quality of back-link data
Lack of integrated SEO and SEM analytics tool
Social tools not deep enough (sentiment isn’t enough)
Is Social Media measurable to business impact?
Customer satisfaction data in real-time
15. What To Do with Insight Information?
Use it to educate the Press people on their really, really
important role in search visibility
Show them
Use it to show the relative volume of specific phrases so
that web marketers and web content developers/writers
can understand more of the keyword analysis results
Find out what Google thinks are related words – use them!
Example – Google SSL – Data Driven product managers
want to know!
16. Cross company sharing of insights
– how, why, when, to whom
SALES
• PHONE • PRODUCT
• TWITTER MARKETING
• TELESALES • EVENTS/CAMPAIGNS
• ONLINE
• DIRECT
• CHAT
• ONLINE STORE
OWNERS
CUSTOMER
MARKETING
SUPPORT
17. What is really looks like.
Customer
Sales Marketing
Service
Online Corporate Online
Everything Everything
Phone
Else Else
18. Marketing Tools Issues
SEM/Paid
Advertising
Lead Generation
Events/Webinars..
CEO
PR/IR
Corporate Look and Feel
Website/Web
Content/Analytics/
Etc Social?
19.
20. Follow This (me, us, you)
A. Someone writes about your company on their blog (an influential
thought leader type). They put a link to your site! Good!
B. Someone clicks on the Like button and off the link and content goes
to Facebook. (lost tracking!)
C. Someone see the link on their Facebook wall and thinks the link is
interesting and tweets about it. Good Public again.
D. Someone retweets but leaves the link off but uses your brand in their
hash tag? Good or Bad?
E. Someone shares the tweet on Google Circles. (Private again. Lost
tracking!)
Remember that ALL external links into your web content (regardless of
where that content resides) helps search visibility
21. Thank you.
John
Forrester, jforrester@vmw
are.com
Barbara Coll,
bcoll@webmama.com