search analytics in a b2b world - a vmware case study
DESCRIPTION
Cross company sharing of search insights and how the org chart can really mess with successful search marketing.TRANSCRIPT
Search Analytics in a B2B World
Barbara C. Coll, CEO WebMama.com Inc.John Forrester, Director, Web Marketing,
VMware
Search and Brand Relevance
Search Ranking
Sweet
Spot
Brand Relevance
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
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
Share of voice – how to measure and what to do
Social media impact to search and analytics
Search RankingsYour Website
Connecting tools for better tracking and/or measurementHow 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
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
BARB
AIRPORT
LearnIngs
MessagingCompetitionKeywordsTarget
AudienceBudget
Where Do You Find More Competitive Information that Isn't on Your Dashboard○ Newspaper Ads
○ Magazines Ads
○ Store Fronts
Insights from Search
Search Volume Insights
Lipstick Example
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!
Cross company sharing of insights – how, why, when, to whom
What is really looks like.
Marketing Tools Issues
Website/Web Content/Analyti
cs/Etc
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
