search (seo) & social media working together: dma days presentation
TRANSCRIPT
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Search & Social Working Together?Even In Social Media They Still Need to Find You!
Liana “Li” Evans, Director of Social Media
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First Lets Understand
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In the Beginning We Had Advertising & Marketing
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We Use to Push Messages
And Audiences Were Forced to Listen
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There Was No Engagement
Even Though Consumers Wanted It
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Then Search Came Along(The Old Way – 10 Blue Links)
*courtesy Mike Grehan – SearchEngineWatch.com
And Google Changed the Landscape
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But Again… Customers Weren’t Really Engaged
Google Just Pushed 10 Blue Links Out
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And With Direct Marketing
Again, Not Much Engagement
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Then Came Along Social Media
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Which Finally Gave Consumers a Way to Talk Back - EASILY
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And Communities Now Share Their Experiences with One Another
And Not Only do Audience Members Listen, Search Engines Do Too
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Google Said This… Nearly Two Years Ago
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Look At Search Now
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Search & Social
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Search, Social & MapsApparently Google Knows Where I Am Thanks to Social Media
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Not Just Textual Search, But Images, Too
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And What About Video…?
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Searches – Not Just On A Search
Engine Anymore!
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In August 200910 billion videos viewed
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In April 201030.3 Billion Videos Viewed
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It Really Isn’t About Going “Viral”
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Social MediaThe Thing of it Is…. It’s No Longer About You
It’s About Them, How They Find You & If They Find You Valuable
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It’s About Fulfilling a Need – Their Need
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Apparently the Chicago Blackhawks… are a need!
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OK, THAT’S COOL BUT HOW DO I KNOW THIS STUFF WORKS?
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Let’s Take 3 Steps Back
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4 Pillars of Social Media Marketing• Research– Helps you find where your audience is– Helps you understand how & why they talk about you
• Strategy– Helps you plan for the good
& bad– Keeps your plans focused &
on target
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4 Pillars of Social Media Marketing• Engagement– Its what Social Media is
all about– And it’s the only way
you’ll be successful• Measurement– Goals help you understand how Social Media
affects your bottom line (ROI)– Metrics help you know what’s working & what
isn’t
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At the End of the Day You’re Accountable
• Don’t Just Count – Counting Can Be Misleading– Tweets, Followers
• Think about all those spam accounts
– Fans & Friends• Are they REALLY your fans?
• Do You Look at Interaction & Engagement?– How Much Are the Sharing– How Often to the Recommend
• How Does What Your Doing Affect Traffic & Buzz– Conversations Going On– Traffic Diversification (Search/Direct/Referrals)
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Where Are You Getting Your Data?
• Web Traffic– Alone it only tells your part of the story
• Buzz Monitoring– Only tells Where & When the Conversations
happen• Insights/Social Media Site Data– Lets you know what’s going on with your profile
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How Do You Pull It All Together?
• Excel Spreadsheets– Pivot Tables– Charts– Graphs
• Word Documents– Summaries of Engagements– Overview of Goals/Metrics
But Does the C-Suite Understand?
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ALRIGHT - I GET SOCIAL MEDIA’S IMPORTANT, BUT HOW CAN I USE IT?
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Let’s Look at a Real World Example
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I Want to Sing at Karaoke!
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Local & Social Can Be Powerful
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It Doesn’t Stop at the Web Browser or Google Search
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Apps Are Social & You Still Need to Be Found
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HOW DO I DO WHAT YOU DID?Great… That’s All Fine & Dandy But….
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• Think about it!– Logged into your Google Account? Google personalized
your results– Local - They know your IP, serve you geographically
relevant ads & results– Have the Google Toolbar installed?
Google knows your history & serves up results according to where you’ve been before.
– Using Chrome? Google knows all!
How Can Anyone Guarantee a Top 10 ranking anymore?
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You Need to Start With the Basics• Step One: Do Keyword Research
– How do people search for your products/services
– How do they search for YOU– Are they searching more for YOU or an “idea”
of what you sell, do or provide?– Search in Search Engines is Different than
Search in Social Media
• Step Two: Optimize Your Site– Get Rid of Site Inhibitors – Flash, Frames, etc.– Snappy Titles Tags– Valuable Content– Links
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And Keep Building on the Basics• Step Three: Optimize Your Digital Assets
– Videos• Titles, descriptions, tags, categories
– Photos• Titles, descriptions, tags, groups, geo-location
– Audio• Titles, descriptions, tags, transcripts
• Step Four: Incorporate Social Media– Names, Locations– Interests , Hobbies & Industries– Photos, Videos, Content (tagging)
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Remember SEO Is Still Fundamental• It’s Just Not Unique Anymore! (Seriously It’s Not!)
• Without a Solid Foundation, You’re Strategy Could Crack– Optimize Your Titles– Optimize Your Content– Use Tagging– Categorize Your Content– Optimize Your Digital Assets• Videos, Photos, Audio
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Do You Understand Your Audience?• How Do They Search?– Using Search Engines?– Using Social Media?– Searching Videos? How About Photos?– Maybe a Smart Phone (Droid, Blackberry, iPhone)?
• What Lingo Do They Use?• Are They Local, National or Global?• How Do They Prefer Their Content Served?– Video, Text, Audio, Photo, Maps, Directions, etc.?
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Search, Social, Mobile It’s All About Being Found
• Your Profiles Should Indicate What You Talk About “We’re a candy company crazy about 80’s retro
candy like Pez!”
• iPhone Apps You Need to be Optimized in OpenTable to Fill the Table
• Google, Bing, YahooYour Title Tags Should Reflect What You Sell not just “Home”
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Last – But Not By Mean Least
• Don’t Be Stingy– Link to others, say thank you & spread the love!
• Remember It Isn’t All About You– Other people make it easy to find you as much
as a search engine does!
• Value– Your Audience Deems What Is Valuable, Not You
• Content– Make it Portable! Easy to Share, Makes it Easy to Find!
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Want To Learn More?• Current White Paper: – Measuring Social Media - Social
Media Impact: Unicorn or Elephant
• Pending Book: – Social Media Marketing: Strategies for
Engaging in Facebook, Twitter & Other Social Media – June 24th, 2010 (Que Press)
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Contact• Serengeti Communications:– www.serengeticommunications.com– www.socialconversations.com– www.socialsnap.com – @serengeticom– Phone: 703-556-3390
• Liana “Li” Evans – Director of Social Media– [email protected] – @storyspinner– Text: LIANA to 70259 (add your email after “LIANA”)