ses magazine july 2011

Sneak PreviewSES San Francisco

August 15–19, 2011

The second wave of location-based services 8Social and mobile converge in location-based marketing 10

Newest stats on mobile search 12

Keeping score in connected marketing(one pepperoni pizza at a time) 14

SESConference.com July 2011

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contents

Connected Marketing WeekThe Moscone Center, San Francisco, CA – August 15-19, 2011

www.connectedmarketingweek.com

Connect YourselfWith thousands of fellow marketers and

industry power players for 5 days of education, inspiration and conversation.

Register Today. SAVE 20% when you enter PREV20

join in the conversation:

#SESSF

Follow SES at twitter.com/SESConf

July 2011

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14

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10

Features

KEEping SCorE in ConnECtEd marKEting (onE pEppEroni pizza at a timE)Listening to your customers, constituents, and fans is the easy part.

SnEaK prEviEw: SES San FranCiSCo at ConnECtEd marKEting wEEKFind out why our sessions, workshops, and speakers make SES San Francisco, part of ClickZ’s Connected Marketing week, a must-attend event.

Columns

thE SECond wavE oF loCation-baSEd SErviCESA look at promising new services from Facebook and other companies.

SoCial and mobilE ConvErgE in loCation-baSEd marKEtingThere are significant opportunities for social engagement between companies and community members, so long as you watch out for the hurdles.

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nEwESt StatS on mobilE SEarChFour insightful findings on the types of information consumers are searching for on mobile.

F-CommErCE, thE arrival oF thE FaCEbooK ConSumErRetailers, businesses, and brands test approaches for commerce inside or influenced by Facebook.

6 wayS to uSE SoCial mEdia to booSt loCal SEarCh rESultSHow can you get the most impact out of a social media program? Start with the right social media strategy.

StoppEd buying linKS? hErE arE 3 bEttEr wayS to uSE that budgEtPut your link buying budget to better use in digital asset optimization, social media, and SEO.

So how iS thE job marKEt looKing thiS yEar? Workers in four key digital marketing disciplines are in demand.

ConvErSion optimization: top 5 plaCES to StartReduce cost per action, increase revenue per action, and satisfy more visitors to your website by losing excess baggage.

© May 3, 2011, Janice Diner www.janicediner.com @janicediner

Commerce on FacebookThis is commerce that happens inside Facebook, referring specifically to the purchase of real goods and real services inside Facebook with a credit card or other valid monetary system.

Commerce off Facebook (on other sites)This is commerce that takes advantage of Facebook's Open Graph, allowing shoppers to sign into Facebook from any online site with a PC or mobile device.

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F-StoresFacebook e-commerce stores where shoppers can purchase real goods with real currency without leaving Facebook

Facebook CreditsThe mandatory currency used for games and in-app virtual goods. Recently being used for real goods with Deals on Facebook

FacebookOpen GraphFacebook influenced commerce on e-commerce websites with Like, Share, Recommend and Facebook Connect

Deals on FacebookConsumers can pay for Facebook Deals inside Facebook with a credit card, with PayPal or with Facebook Credits.

FacebookCheck-in DealsCheck-in on Facebook on a smart phone and see the special Deals from nearby businesses.

F-CommerceEcosphere

Facebook In-Store RetailBricks and mortar retailers integrating Facebook to offer customers a social Facebook experience while shopping in-store

30

learn more about SES San Francisco: www.sessanfrancisco.comlearn more about Connected marketing week: www.ConnectedmarketingWeek.com

DON’T BE BROWSED OVER. Be the decision.

Searchers who use Microsoft and Yahoo! sites (including Bing, Yahoo! Search, and partners) are likely to spend 25% more than the average searcher in the US.1 Discover how Bing and Yahoo! Search advertising can help you increase sales, leads, and awareness for your business. Sign up with Microsoft® Advertising adCenter today and start advertising on Bing and Yahoo! Search. Call (866) 344-7254 or visit www.microsoftadvertising.com/SESSanFran.

1. comScore Core Search (custom), March 2011.

Sneak Preview

SES San Francisco

August –,

The second wave of location-based services

Social and mobile converge in location-based marketing

Newest stats on mobile search

Keeping score in connected marketing

(one pepperoni pizza at a time) SESConference.com

July

about SESWelcome to SES Magazine. What can you do to ensure that you are part of the conversa-tion with connected consumers? In this issue, we share some potential approaches, and we would love to hear your ideas, too.

We also invite you to check out the agenda for Connected Marketing Week, which takes place on August 15–19 in San Francisco. Hope to see you there!

Anna Maria Virziexecutive editorcLicKZ

SES AdviSory BoArd

Comprised of both industry thought leaders and real-world practitioners, the Search Engine Strategies advisory board brings together top players in the field of interactive media and search. The team works to deliver continually cutting-edge search techniques, more inte-grated and relevant content, and professional development resources to SES attendees.

Mike Grehan, ChairGLobaL vP content SeS/Search enGine Watch/cLicKZ

Bryan EisenbergbeStSeLLinG authorbryaneiSenberG.com

Anne F. KennedyinternationaL Search StrateGiStbeyond inK uSa

Jonathan Allendirector SearchenGineWatch

Paul Feganhead of e-LearninG inciSive media

Jon Myershead of account manaGementyahoo! uK & ireLand

Matthew BaileyPreSidentSite LoGic marKetinG

Christian GeorgeoumarKetinG manaGerSeS conference & exPo

Lee OddenceotoPranK onLine marKetinG

Thomas Bindlfounder & ceorefined LabS Gmbh

Andrew GoodmanPreSidentPaGe Zero media

Jackie Ortezconference ProGram & traininG manaGerSeS conference & exPo

Mikel ChertudiSr. director, onLine & demand marKetinG adobe

Bill HuntPreSidentbacK aZimuth conSuLtinG

Laura Rothconference ProGram & traininG manaGerSeS conference & exPo

Eddie ChoimanaGinG directorfrontierS diGitaL

Aaron Kahlowchairman & founder, onLine marKetinG Summit

Crispin SheridanSr. director of Search marKetinG StrateGySaP

Marilyn CraftsSenior ProGram directorSeS adviSory board coordinatorSeS conference & exPo

staffMatt McGowan

md, north america

Mike GrehanGLobaL vP, content

program developmentSenior ProGram director

conference ProGram manaGer

conference ProGram manaGer

Marilyn CraftsJackie OrtezLaura Roth

operationsdirector of u.S. oPerationS

oPerationS manaGer

oPerationS manaGer

reGiStration aSSociate

Michele McDermottDan HoskinsTamsin ParkinCharisse Rosales

Clickz & Search Engine watchexecutive editor, cLicKZ

director, SeW

manaGinG editor, neWS

Senior editor, neWS

Staff Writer

Staff Writer

coPy editor

aSia deSK editor

Anna Maria VirziJonathan AllenZach RodgersKate KayeChristopher HeineJack MarshallCaitlin RossmanAdaline Lau

Sales & marketingSaLeS directorS

account executive

director, cLient ServiceS

marKetinG director

marKetinG manaGer

Web deSiGner

deSiGner

onLine oPerationS manaGer

onLine oPerationS aSSociate

Andrew KatzElaine MershonElaine RomeoPeter WesterholmElizabeth HustonJoAnn SimonelliAngela ManChristian GeorgeouRebecca HolzEdward SimpoLouise LabergeAleksey Gershin

magazinecontributorS

contributinG deSiGner

Julie Batten, Chris Boggs, Jason Dempsey, Janice Diner, Liana Evans, Jake Langwith, Garry Przyklenk, Jon Schepke, Anna Maria Virzi

Dawn Cavalieri

Corporatechief executive

GrouP manaGinG director

Tim WellerJames Hanbury

SES: volume 5, issue 6 | July 2011© 2011 Incisive Media plc

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Advertiser IndexFor information about advertising in future issues, please contact sales at [email protected] or (212) 457-4993.

advertiser pageAdlucent ......................................................................15adMarketplace ........................................................C4Bing ................................................................................. 3Bruce Clay, Inc. ........................................................21Business Wire ...........................................................39eConsultancy ............................................................17eMarketer ...................................................................13 eZanga.com ...............................................................27Google ............................................................................ 1iContact ........................................................................ 5Indus Net Technologies .......................................33 iProspect ....................................................................25

advertiser pageLinkWorth ..................................................................35 LocalSplash .............................................................. 29Marin Software .......................................................C3PRWeb .........................................................................37 ReelSEO ........................................................................ 9 The Search Monitor .............................................. 40Submit Edge ..............................................................23Symantec – VeriSign Authentication

Division ................................................................... C2topseos.com ................................................................ 6Website Magazine ..................................................31

8 SES • July 2011 {San Francisco preview}

Though still in their infancy, location-based service (LBS) applications have experienced tremendous growth. Now

that we’re seeing more rapid adoption, we expect the environment to change and start to show innovations as services begin to mature. Let’s look at where the next wave of LBS applications is going this year.

BEyond thE ChECk-in

As the market evolves, companies that offer location services will need to look for new ways to beef up their offerings beyond the check-in and fulfill more mainstream roles. While we all love checking in and sharing info, users will tire of the many steps that now exist (think about the many questions on whether you want to share, where you want to share, associated confirmations, and on and on). The “check-in” as a popular concept in LBS will be in for some serious changes as consumers look for more conve-nient, private, and rewarding ways to declare where they are.

� Better Deals integration: Facebook has intimately linked its Places offering with Deals. The service is a natural extension of its local marketing initiatives. Small, medium, and large businesses can all benefit from linking their company’s Facebook page to a physical location on Facebook Places. Business owners can then use the combination of Places and Deals to increase foot traffic. Facebook Places check-ins have also become a focus of the Sponsored Stories ad units. Brands can have friends’ likes and Places check-ins turned into small ads that show up next to a user’s newsfeed. For example, if your friend checks in at Starbucks on Facebook Places, you would see that check-in called out alongside the other Facebook ad units.

� Social recommendation engine: Expect growth in conversations around places. People want to share not only

that they’ve been somewhere, but also what they think about it. Foursquare’s Tips feature makes it easy for people to leave behind tips about a location like what to eat, what not to eat, and what to do. Other apps will follow and extend this content from a supporting role to a key component of the experience.

Users will also start extending recom-mendations to other places outside of the current location. For Google, this means making robust updates to its suite of location apps. Google has already rolled out updates to make its Latitude and Places products more appealing to everyday consumers – for example, Google Places’ HotPot, a location recommendation tool that is fueled by Net-flix-like ratings of locations and a social rec-ommendation system based on places friends have liked. Yelp has started using Facebook’s Open Graph API to make social recommenda-tions based on reviews Facebook friends have posted.

SpECiAlty SErviCES

LBS apps are evolving to focus on utility and specialty services that have location at their core.

� Droplat creates location-based virtual storage: users have a virtual drive that follows them from location to location, and each location has its own drive filled with files others have left behind. The service is small but shows how location can add a new twist to file sharing.

� Tasker, a robust location app for Android, can automate a phone’s entire behavior based on the location it is in. Users can set the phone to automatically switch to silent when entering the office, turn

the volume up when entering a loud workspace, turn off 3G, and switch to Wi-Fi when entering their home.

� Broadcastr, a startup, links locations to audio stories. One of the first projects on the service is a series of audio stories about the World Trade Center that people can access when they’re close to where the towers stood. Broadcastr’s service shows how location-based media can add context for people who want to learn more about a location.

privACy ConCErnS

Privacy will remain a major issue for many consumers, regardless of all the whizz-bang awesomeness that these location-based ser-vices offer. Microsoft’s LBS research found that just over 50 percent of consumers are

“very concerned” about their identities being stolen via LBS. Just as job hunters have grown to protect their Facebook activity from the eyes of human resources and recruiters, the pitfalls of over-sharing one’s locations with friends and colleagues is also a concern. Smart startups and marketers must take data security and privacy seriously and not abuse consumer trust.

For the past four years, Jason

Dempsey has lead Moxie’s

Technology department with

his futuristic thinking and inno-

vative ways. He is constantly

pushing his team of 50 to chal-

lenge the conventional ways of thinking and de-

velop unique and unprecedented programs and

rich Internet applications for Moxie’s clients.

Dempsey works on all of Moxie’s brands, from

Coca-Cola to 20th Century Fox to Verizon

Wireless.

The second wave of location-based servicesA look at promising new services from Facebook and other companies.

by Jason dempsey

The “check-in” as a popular concept in LBS will be in for some serious changes as consumers look for more convenient, private, and rewarding ways to declare where they are.

focus: location-based services


focus: location-based services

For many years now, we’ve been hearing that this year is the “Year of Mobile.” Without giving away my age, I will say

that I used to sell cellular phones back when they were big Motorola bag phones. Even back then, the hype around those years being the “Year of Mobile” was heard. Needless to say, we’ve come a long way since bag phones and the once popular flip phone models of old. Back then, the thought of accessing the Internet directly from a mobile phone was something of Star Trek wonderment. Now, I’ve got a Star Trek tricorder app for my phone.

Smartphones are becoming a way of life. For many of us, if we lose our phones, it’s like a lifeline has been cut. How do we com-municate with our social world? How do we let our friends know what’s going on with our lives? How do we find out vital information? The thought of booting up the laptop or run-ning to a desktop by this point seems archaic.

opportUnitiES And ChAllEnGES

While we still have a long way to go for adoption rates to pick up in the United States, in our now ever-present global society, other parts of the world use their smartphones as second nature. Seventy-five percent of mobile subscribers in Japan are connected media users, and adoption rates in the U.K., Spain, and Italy have all surpassed rates in the U.S., according to comScore’s “The 2010 Mobile Year in Review” report.

This presents some significant opportu-nities for social engagement between com-panies and community members. While most location-based marketing services that interact with mobile devices such as Face-book Places and Foursquare aren’t exactly mainstream, they are seeing tremendous growth. For marketers wanting to be where the market is trending, mobile and social is definitely a place to keep a keen eye on. Yet, there are some hurdles that marketers need to keep in mind when planning strategies that engage consumers in this converged area of marketing.

According to a report from The Location Based Marketing Association and Social-Loco Conference, there’s an apparent discon-nect between early adopters, what people are talking about online in regard to smartphone apps, and how the rest of the U.S. population perceives these types of services.

People are talking about Groupon online; over 50 percent of the conversation revolves around this “couponing” phenom, followed by 29 percent of the conversation around Foursquare, and only 2 percent about Face-book Places. Early adopters not only discuss these apps but embrace them: 30 percent use Groupon, 22 percent use Foursquare, and a whopping 90 percent use Facebook Places. In contrast, only 6 percent of mass consum-ers who aren’t using the apps would consider using Foursquare, 40 percent would consider using Groupon, and 55 percent would use Facebook Places.

whAt’S in it For thE USEr?

People love to talk about these new “shiny objects,” but there are reasons why they haven’t appealed to the mass public yet, and there are lessons to be learned from those reasons for marketers wanting to engage their audience in this social-mobile mar-keting environment. Eighty-three percent of those surveyed were non-users of social location apps, citing these reasons for not embracing the technologies as early adopt-ers do:

� 50 percent don’t own a smartphone. � 49 percent had no motivation to use the

app. (“There’s nothing in it for me!”) � 48 percent had privacy concerns (these

apps tell your network where you are).

Experts have surmised that the reason Facebook Places has such a high adoption rate isn’t that early adopters want to check in, but that they are already using Facebook through the app and it’s not “another down-load” that has to take place. However, this doesn’t address the fact that the system itself

doesn’t “reward” its users like Foursquare does with mayorships and badges.

When people get something in return for engaging with an entity, they talk about it. With Groupon, you’re getting a “great deal,” and you want to share that with your net-work; when Foursquare merchants reward check-ins with coupons (on top of the badges and mayorships), there’s a definite answer to the “What’s in it for me?” question.

ConClUSion

While location-based marketing isn’t hit-ting the mainstream audiences this year, it’s likely that in the next two years, you’ll see this type of consumer engagement become part of everyday marketing efforts. This is especially true when people are already interacting with national brands (63 percent) and users are sharing what they do online with small businesses (63 percent) via their smartphone apps. While 2011 won’t be the year of mobile, it’s certainly wise for any marketer to keep an eye on ways to engage their consumers in this new platform.

Liana “Li” Evans is the author

of Social Media Marketing: En-

gaging Strategies for Facebook,

Twitter & Other Social Media,

and is the co-founder and CEO

of LiBeck Integrated Market-

ing. She is an established online marketing indus-

try veteran with over 15 years experience special-

izing in search marketing and social media

marketing.

Social and mobile converge in location-based marketingthere are significant opportunities for social engagement between companies and community members, so long as you watch out for the hurdles.

by liana Evans

Want to learn more? SES San Francisco will feature sessions on the latest in social and mobile, including “local + Social: the Future of promotion.”

www.sessanfrancisco.com

LEARN AT YOUR OWN PACE

E n r o l l t o d a y : w w w . c l i c k z a c a d e m y . c o m

L e d b y i n d u s t r y e x p e r t s , the ClickZ Academy provides

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potential in this industry.COURSES:

Online Marketing FoundationSearch Engine Optimization

Paid Search StrategiesE-Mail Strategy

Social Media...and more


I don’t know about you, but I’m always on the lookout for the latest stats to help me justify to my clients where to invest their

marketing dollars. What I’m particularly interested in are bite-sized pieces of compel-ling data I can share quickly with others.

As mobile is one of the hot topics in digital, I was excited to see Google release a brand new study on mobile and smartphone usage.

The study, entitled “The Mobile Move-ment,” was conducted in partnership with OTX MediaCT, U.S., in April 2011.

The study looked at five key areas:

1. How are smartphones used in daily life?2. What role do smartphones play in deci-

sion making for products and services?3. How do consumers multitask with their

smartphones?4. What types of info are consumers

searching for on mobile?5. How do consumers respond to mobile

ads?

I’m going to focus on number four – what users are searching for on mobile.

This is going to be a bullet-point dissemi-nation of facts that you can pull out during an elevator conversation with your executive. I will also include a quick-hit overview of the relevancy for marketers.

FindinG no. 1: SEArCh EnGinES ArE

thE MoSt viSitEd SitES on MoBilE

Search engine websites are the most visited websites, with 77 percent of smartphone users citing this, followed by social network-ing, retail, and video sharing websites.

Relevance for marketers: Make sure your website is findable in mobile search. That may mean purchasing mobile search ads if your organic ranking isn’t showing at the top. And with significantly less fitting in

“above the fold” on mobile, it very well may not show.

FindinG no. 2: SEArChErS look For A

vAriEty oF inForMAtion on MoBilE

While a range of topics top the list, news, dining, and navigational information – infor-mation types that lend themselves particu-larly well to mobile access and action – are all sought by over 50 percent of smartphone users.

Relevance for marketers: No matter what category or business you’re in, mobile matters. Even if you don’t market a product or service that lends itself well to mobile (e.g., a local business or news source), you can still offer something of value to mobile or “in transit” users. For example, if you mar-ket a gastrointestinal product, you could cre-ate an app to help users find the highest rated public bathroom in their area.

FindinG no. 3: MoBilE phonE

SEArChErS tAkE ACtion

� Nine out of 10 smartphone searches result in an action (purchasing, visiting a business, etc.).

� 24 percent recommended a brand or product to others as a result of a smartphone search.

Relevance for marketers: Make it eas-ier for mobile searchers to take action after seeing your ad or listing. Provide a phone number in your search ad, a send-to-a-friend link on your home page, a map to the nearest location, or a short-code so users can text to get more information.

FindinG no. 4: loCAl

inForMAtion SEEkErS ArE

EvEn MorE ACtion-oriEntEd

� 95 percent of smartphone users have looked for local information.

� 88 percent of these users take action within a day.

� 77 percent have contacted a business, with 61 percent calling and 59 percent visiting the local business.

Relevance for marketers: If you’re a local business, presence in search engines is of the utmost importance. It’s even more crit-ical to make it easy for users to take action. In addition to some ideas mentioned above, offering time-sensitive promotions can also motivate users to respond quickly (e.g., pro-moting a one-day sale).

While none of these findings are quite intuitive, they provide solid justification to secure additional funding for your mobile marketing efforts.

Julie Batten, vice president, me-

dia strategy, at Klick Communi-

cations, is responsible for de-

veloping and managing online

marketing campaigns for

world-class brands. With a

strong emphasis on search marketing activities,

Julie conceptualizes digital marketing strategies

to enhance clients’ online presences. She previ-

ously headed up the SEM practice at Non-linear

Creations.

Newest stats on mobile searchFour insightful findings on the types of information consumers are searching for on mobile.

by Julie Batten

News, dining, and navigational information are all sought by over 50 percent of smartphone users.

No matter what category or business you’re in, mobile matters. Even if you don’t market a product or service that lends itself well to mobile (e.g., a local business or news source), you can still offer something of value to mobile or “in transit” users.

focus: mobile

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W hen Shaquille O’Neal announced on June 1 that he was retiring from professional basketball, he initially shared the news on Twitter, Facebook, and video site Tout. “im retiring,” he stated succinctly on Twitter, where he has

3.8 million followers, and on a Facebook fan page, where 2 million people like him.

Good karma instantly kicked in. “The original Superman, the Big Diesel, u will be greatly missed bruh. The most powerful force to ever lace up a pair of sneakers has left the court but not our hearts !! Continue success bruh !!!!” wrote Stan Williams, one of nearly 4,000 people who left comments on O’Neal’s Facebook fan page.

Welcome to an era where people – consumers and potential customers, fans, and followers – are connected to each other and to brands and personalities that have earned their loyalty. O’Neal showed that he’s a savvy marketer committed to and connected with fans, rewarding them by imparting news two days before going pub-lic at an “official” news conference with traditional media organiza-tions. He’s also built good will among fans as he moves into his next career off the court.

In contrast, U.S. Rep. Anthony Weiner served as an example of connected marketing gone bad. In May, Weiner said someone hacked his account to send a photo of a male crotch in underwear to a col-lege student. Ten days later, he admitted that he had meant to send a private message, but accidentally made it public. “I lied because I was embarrassed. I lied because I was ashamed and did not want to get caught,” he confessed.

Keeping score in connected marketing (one pepperoni pizza at a time)Listening to your customers, constituents, and fans is the easy part.

by Anna Maria virzi

We know online retail. And paid search.

If you’re looking for new insights into retail search marketing or trying to break through a performance plateau, visit us at SES San Francisco, booth #312!

More insights at adlucent.com/blog

WE ALL SHOPIN OUR UNDERWEAR.


The fallout was fast and furious, demonstrating that everyone has a voice online and off – from daily newspapers, to late-night TV talk show hosts, to individuals on Twitter. “Say it ain’t so, Rep. Weiner. Epic FAIL, dude,” tweeted @pulpjedi. “Should Anthony Weiner have lied about his picture? No. Should we have ever asked about it? No. There are still two wars to end,” wrote @_SoulKhan on the night of Weiner’s admission.

thE ConnECtEd ConSUMEr: A SnApShot

Sales of smartphones, tablets, and other mobile devices have taken off, making it easier for people to communicate on the go and stay in touch with friends and family. So how connected are consumers? Consider these stats:

� Worldwide sales of smartphones totaled 99.6 million units during the first three months of 2011, an increase of 79.7 percent compared to the same period in 2010, according to market analysis firm IDC.

� 53 percent of people ages 16 to 22 would give up their sense of smell before relinquishing their mobile phone or computer, according to McCann Worldgroup. “Technology as a fifth sense allows young people to sense the world and make sense of the world,” observed Laura Simpson, McCann Worldgroup’s global IQ director.

� Among those adults who own a cellphone, 65 percent say that they have slept with their phone on or right next to their bed, according to a Pew Research Center study from 2010.

� 50 billion apps will be downloaded this year, according to Ilja Laurs, CEO of GetJar. “Apps are like websites 15 years ago,” Laurs noted during a marketing conference in New York City.

“You just don’t put your printed brochure online. You build an app experience around your core brand value; leverage all the new and cool features of the mobile device – touch, location.”

BottoM linE For BrAndS

Connected consumers can embrace brands they like and attack those they don’t – in a heartbeat. A study by McCann Worldgroup, “The Truth About Youth,” found that 90 percent of young people said they agree with this statement: “If a brand lets me down in some way I will make a point of telling my friends about it.”

So what can businesses do to ensure that they are part of the conversation with connected consumers?

Reward loyalty: Businesses have long sought to reward loyal customers since the introduction of the S&H Green Stamps program in the 1930s and the airline frequent flyer programs in the 1980s. Today, rewards programs are taking new approaches. “Virtual cur-rencies are gaining a lot of attention, and this will only increase with

platforms like Facebook Deals. Add location in the mix and it again means new marketing opportunities while providing a payoff to the user,” remarked Jason Dempsey, SVP of technology at Moxie Interac-tive, in a recent ClickZ column. He pointed to mobile app Shopkick that rewards shoppers with so-called Kickbucks in exchange for per-forming different actions at a retailer: walking in, scanning products, and liking different goods and deals. Participating retailers include Best Buy, Target, and Crate & Barrel.

Encourage sharing: Businesses are pursuing ways to build good will, and social sharing holds promise. Pepsi’s Refresh Every-thing program, started in 2009, awards grants of $5,000 to $50,000 each month for “refreshing ideas that change the world, one com-munity at a time.” People and organizations are invited to submit ideas and then get as many other people as possible to vote on the ideas. From May 9 through August 16, Toyota is giving away 100 cars over 100 days to nonprofits. Each day, five organizations will be profiled on Toyota’s Facebook page; the public is invited to vote to help determine the winning nonprofit organization.

Apologize when you screw up: One of Rep. Weiner’s biggest mistakes was failing to show respect to his constituents and others when he initially lied about his tweets. Though his apology did not silence critics, it appeased some, including Kevin McCullough, con-servative columnist on FoxNews.com: “Anthony Weiner did the right and just thing in completely confessing his actions, apologizing to his staff, his constituents, his families, and his wife.” (Despite the heartfelt apology, Rep. Weiner resigned after additional embarrass-ing details emerged about his online activities.)

Look inward: A business is only as good as the products and ser-vices it offers. And it must continually fine-tune its operations and customer service to ensure that it meets customer needs. “Listen-ing is the easy part,” said Jeff Cole, senior manager of global social media operations at Kellogg’s, during a recent marketing conference in New York City. “It’s actually getting collaboration across organiza-tions, having one vision – getting insights from [social analytics and customer] data, that’s the challenge.”

Consider Domino’s Pizza. It listened to complaints from custom-ers and worked on improving its pizzas. Rather than run from its critics, Domino’s management acknowledged customers’ concerns and worked on turning around its reputation one pepperoni pizza at a time.

Anna Maria Virzi, ClickZ’s executive editor, is a journalist

who’s covered Internet business and technology since

1996. She was on the launch team for Ziff Davis Media’s

Baseline magazine and has worked at Forbes.com, Web

Week, Internet World, and the Connecticut Post.

focus: cover story / connected marketing

Discover how to do everything better onlineThe Econsultancy Community

Econsultancy is a lively, dynamic community where the world’s search and digital marketing professionals get together to:

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We have been around for over a decade and are a leading source of independent advice and insight on digital marketing and e-commerce.

Our reports, events, online resources, and training help our 100,000+ members build business cases, look smart in meetings, make better decisions,and accelerate their careers.

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Connected Marketing WeekThe Moscone Center, San Francisco, CA – August 15-19, 2011

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seo traCk PPC traCk soCIal meDIa traCk aCCelerator traCk kICk start traCk

7:30a–6:30p Registration

8:00a–9:00a Morning Coffee

9:00a–10:00a Conference Welcome & Opening Keynote

10:00a–11:00a Speed Connect—Expo Hall open 10:00a–6:30p

11:00a–12:00pInformation Architecture for the Modern Website

The Tools of the Trade for PPC

Social Media Solutions on a Budget

Bing: More Bang for the Click

sponsored sessionIntroduction to

Analytics

12:00p–1:00p Meet the Experts: Networking Lunch

1:00p–2:00pThe Tools of the Trade

for SEOsponsored session Reserved for

Late-Breaking TopicAdvanced Keyword

ModelingIntroduction to

Paid Search

2:00p–2:15p Session Interval

2:15p–3:15p

Meaningful SEO Metrics: Going Beyond

the NumbersInsider Tips to

Ad Optimizationsponsored session

eBuildPagesWInternet Marketing Services

Reserved for Late-Breaking Topic

Introduction to Social Media

3:15p–4:15p Speed Connect—Afternoon Break in the Expo Hall

4:15p–5:15psponsored session

Analytics for PPCAutomating Social Media

Crossing the Digital Divide: The Leap from

Search to DisplayIntroduction to SEO

5:15p–6:30p Networking Cocktail Reception—Expo Hall

day

1: t

uesd

ay, a

ugus

t 16

seo traCk PPC traCk soCIal meDIa traCk aCCelerator traCk global busIness traCk



9:00a–9:20a Morning Briefing with Mike Grehan

9:30a–10:30aThe Basics of Link

BuildingReserved for

Late-Breaking TopicKiller Facebook

Targeting Tactics

Is Retargeting/Remarketing

Right for You?

sponsored session

10:30a–11:30a Speed Connect—Expo Hall open 10:00a–3:00p

11:30a–12:30pWord Press: Power to

the People!

What Every Paid Search Advertiser Needs to

Know about the Bing/Yahoo Search Alliance

sponsored session HTML 5: The Interactive Social Web

Getting Ready for Global Business


1:30p–2:30pBringing SEO In House:

The Pros & ConsLanding Page Optimization

Next Gen YouTube Marketing

Social Media Data Can Drive Your Business

The Other Googles

2:30p–3:00p Afternoon Break in the Expo Hall

3:00p–4:30pSEO Competitive

AnalysisPPC Veterans: Roundtable

Social Media LabAdvanced Paid Search Tactics

Global Opportunities in PR, Social Media,

& Mobile


4:45p–5:45pSEO Is Dead.

Long live SEO!

Place Search & Facebook Ads: An Eye-

Tracking StorySocial Media Metrics

Conversion Tools of the Master Craftsman

Global Search Marketing Best

Practices Roundtable

5:45p–6:45p Open Mic: SEW Black Hat, White Hat Unconferenced

day

2: w

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, aug

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SEO TrainingDate: Monday, August 22Time: 8:30 a.m. – 5:30 p.m.Cost: $1,245For more details and to register, go to:http://www.searchenginestrategies.com/sanfrancisco/training-partnered.php

SEO Training

Date: Friday, August 19

Time: 8:30 a.m. – 5:30 p.m.

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alone knowing how to apply them to make your Web site rank. Thankfully, the Internet marketing team at Bruce Clay, Inc. has paired leading-edge search engine research with years of successful Web site optimization to create an SEO training course geared for all levels.

Join search marketing expert Bruce Clay at SES New York for a one-day Search Engine Optimization Training workshop. This one-day course targets marketing and technical staff alike. You’ll learn white hat SEO strategies and tactics necessary in today’s fast-changing search world.

What You Get:Full day of live training from search marketing expert Bruce Clay

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seo traCk PPC traCk loCal/mobIle traCk aCCelerator traCk sPeCIal Interest traCk



9:00a–10:30aSEO Veterans: Round Table

Ads in a Quality Score World

Local 2.0: The Evolution of Local Search

Accelerator LabContent Marketing

Optimization

10:30a–10:45a Session Interval

10:45a–12:15p Webmaster Workshop PPC LabLocal + Social: The

Future of PromotionCreative Thinking &

Effective Linking

B2B Lead Generation Management & CRM

Integration


1:15p–2:45p SEO LabAvoiding PPC

Campaign StagnationSmart Mobile Marketing

Channel Surfing: Measuring Profit & ROI

across ChannelsSearch: Where to Next?


3:00p–4:00p Enterprise Level SEOContextual Ads and

AdSense ClinicReserved for Late

Breaking Topic

PPC Beyond Search: New Ad Formats, Display, & Social

Managing Your Google Reputation

4:00p–4:30p Afternoon Break

4:30p–5:30p Afternoon Keynote Panel

5:30p–6:30p Wrap-up Session

day

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aug

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iContactiCrossingInceptorIndus Net TechnologiesiProspectKenshooLinkWorthLocal.comLookSmartMarchexMarin SoftwareMarket Motive Training InstitutePixelsilkPlimusPM DigitalPRWebQue PublishingRaven Internet Marketing ToolsRimm-Kaufman Group (RKG)RosettaSearchmetrics

Sedo.comSEMRushSEO, Inc.SEOmozServio MediaSiteWitSpyFuSubmitEdgeSuperpages.comSymantec – VeriSign Authentication DivisionteliadTextbroker.comtopseos.comTrada Inc.Visibility MagazineWebmasterRadio.FMWebsite MagazineWe Build PagesWpromote Inc.

www.Connectedmarketingweek.comagenda

exhibitors

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Search Engine Optimization

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Local Search Optimization

Video Creation & Optimization

Online Reputation Management

SEO Content Creation

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Conference Day 1: tuesday, august 16

11:00–12:00P

seo track information architecture for the modern websiteWe all know how to develop sites to be search friendly, but how do we architect sites for the rapidly evolving cross-media challenges of social media, real time, and user-generated content. Come learn how to design and deploy a next-generation site architecture that maximizes your chances of findability no matter where and how search-ers look for you.

PPc trackthe tools of the trade for ppCAre there tools you could be using right now to help double your conversions, lower your costs, and save your team hours of time every week? At this panel, top paid search tool vendors will showcase their latest features in bid management and campaign workflow efficiencies, and reveal what the future holds for the industry.

1:00–2:00P

accelerator trackadvanced Keyword modeling Google Instant and Bing’s intent-based results are creating a need for a new gen-eration of keyword research, expansion, and modeling techniques. This session will guide you through ways to integrate data from search, social, and traditional media to iden-tify new opportunities and revenue streams.

2:15–3:15P

PPc trackinsider tips to ad optimizationCan changing just a couple of words in a PPC ad really account for a 115+% lift in click throughs, conversions, and more? Why might your image on Facebook be turning people off from clicking on your ad? How can you consistently improve your online advertising performance? This session will cover everything you always wanted to know

about improving your PPC ads on Google, Facebook, and other platforms.

4:15–5:15P

accelerator trackCrossing the digital divide: the leap from Search to displayThe advent of new display optimization tech-nologies and next-generation ad exchanges is offering a radically fresh take on an out-dated media model. Demand-side platforms, in particular, offer advertisers better control over pricing and targeting, and power these advantages by creating advertiser-specific algorithms. In this session, you will receive an introduction to DSPs and ad exchanges, as well as advice for experienced search adver-tisers who want to take a first foray into exchange-traded display to broaden their media mix.

social media trackautomating Social mediaVisit www.SESsanfrancisco.com for details.

Conference Day 2: Wednesday, august 17

11:30–12:30P

accelerator trackhtml 5: the interactive Social webHTML 1.0 was developed as a simple markup code to format and display text. But with the growth of the world wide web and the demand for a much richer end user experi-ence, web browsers are forced to accept alien apps and plug-ins such as JavaScript, Flash, and AJAX, which provide both commerce and entertainment. With the emergence of HTML 5, developers can take a different approach. Find out how the new hypertext markup language will change the chemistry of the web.

Global business trackgetting ready for global businessThis session will focus on the fundamentals of going global, with emphasis on under-standing the opportunities as well as the

inherent complexities in conducting an inter-national business. The speakers will suggest ways to pick target markets, to understand your opportunities in new markets, and to deal with logistical and cultural issues.

1:30–2:30P

PPc tracklanding page optimizationGetting someone to come to your website is only half the battle. Once visitors arrive, the landing pages are a crucial component in moving them to act. If your conversion rate is too low, you are literally turning away business. This session will give you a crash course in how to tune and tweak your key web pages to get the conversion.

3:00–4:30P

Global business trackglobal opportunities in pr, Social media, & mobileEmerging technologies on a global scale are as various as the countries themselves. This session showcases new technologies from around the globe and explores ways they may be of use in other markets.

4:45–5:45P

sPecial interest trackplace Search & Facebook ads: an Eye-tracking StoryAn eye-tracking study conducted on Place Search and Facebook by UX Research–pro-vider User First revealed some interesting trends, including the way users interact with the new localized search results and paid ads in social media. Nielsen released a study on the behavior of 800,000 Facebook users and concluded that earned media and social advo-cacy made users more likely to notice ads, absorb their content, and make purchases. This session will share data and insights on measuring the effectiveness of optimized search elements and understanding the value between social media campaigns and user engagement.

www.Connectedmarketingweek.comsession highlights


Conference Day 3: thursday, august 18

9:00–10:30a

accelerator trackaccelerator labVisit www.SESsanfrancisco.com for details.

10:45–12:15P

accelerator trackCreative thinking & Effective linkingIt’s fairly well recognized in the SEO sector that the importance of PageRank at Google has been declining. However, links are still vitally important to your SEO strategy. This advanced session takes into consideration the combination of links, text, and usage data as ranking signals to search engines. Learn how to use creative methods to develop and maintain an ongoing linking strategy to acquire quality links and improve ranking for varying types of content.

1:15–2:45P

local/mobile trackSmart mobile marketingThis session will help you understand how mobile marketing fits into the traditional and online marketing mix and determine what marketing strategy is most appropri-ate for your business. It will provide tips for updating existing sites to work on a variety of mobile devices and will expose the major online marketing mistakes that are being made by some of the top mobile marketing agencies.

accelerator trackChannel Surfing: measuring profit & roi across ChannelsWhich types of ads or combination of ads are the most likely to lead to conversion – your display ads, Facebook ads, branded PPC ads, or something else? And which ads result in the highest profit and ROI? Proper attribution models give marketers scientifi-cally valid ways to determine how particu-lar channels had an influence on purchase

or conversion. In this session, the panelists will identify various methods for determin-ing attribution and will pinpoint common attribution misconceptions.

3:00–4:00P

accelerator trackppC beyond Search: new ad Formats, display, & SocialThere’s been an explosion of new ad formats like Sitelinks and Product Extensions, vari-ous flavors of managed and automatic con-tent matching, and new tactics for manag-ing and bidding on various placements. This session brings you up to speed on the state of the art. Learn what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook, and how marketers should prioritize efforts.

Workshops: monday, august 15

8:00-12:00P

how to Collect, interpret, & use your web analytics dataYou’ve built your web site. Now what? Is it generating revenue or is it still a cost cen-ter? Are people coming? Once they come to your site, what are they doing? All these questions can be answered by interpreting your web analytics data. This four-hour train-ing session will teach you how to determine analytics tools that will help you make the decisions that will turn your web site into a revenue-generating tool and not simply an expense-line item.

how to architect a Search-Engine Friendly websiteIn order for a site to be search engine–friendly, it must meet the needs of crawler-based search engines and your site’s visi-tors. Ultimately, the site must be profitable for the owner. Can a single site satisfy all of these groups? Yes it can – if you have the right architecture, navigation design, and page layouts. Attendees will learn the whys, whats, and hows of architecting a user-

friendly, search-friendly, and persuasive site that converts visitors into buyers.

mobile marketing 101: Strategy, tactics, & best practicesYou will receive a solid foundation in mobile marketing fundamentals, immerse yourself in examples and best practices, and consider their direct application to your business. Sharing and collaboration among partici-pants will make for a lively brainstorming atmosphere.

1:00–5:00P

advanced Keyword research & managementThis workshop will guide you through ways to integrate and analyze data from search, social, and traditional media to identify new opportunities and revenue streams. Using provided worksheets, your data, and these new techniques, you will leave the ses-sion with actionable insights, new keyword opportunities, and a radically different per-spective of how to leverage and manage the goldmine of data you already have in your organization.

ppC basics & implementing your ppC StrategyOnce you have the basic foundation of the campaign set up, your job as a search engine marketing professional is far from over. Implementation of a campaign requires attention to a completely separate set of tac-tical and strategic areas. Your campaign is like a living breathing entity, and needs both automated and manual attention in order to thrive. Learn what to look for in order to properly implement your PPC strategy.

Creating Social media Strategies using audience researchYou will be introduced to the world of online audience research through the use of various tools such as buzz monitoring tools, keyword analysis tools, trending, and insight tools. You will learn how to look at not only the quantity, but the quality of the data you are collecting and how that applies to efforts in social media marketing.

www.Connectedmarketingweek.comsession highlights


4 Easy ways to register:Online: www.ConnectedMarketingWeek.comPhone: 1-800-955-2719Mail: Incisive Media

55 Broad Street, 22nd Floor New York, NY 10004

Email: [email protected]

Events dates type of passEarly bird

(rates expire july 22) on-Site rates

OMS Social Media Marketing Summit August 15–16 2-Day Pass $296 $349

SES San Francisco Conference & Expo August 16–18 1–2–3 Day Pass $795–$1,195–$1,695 $995–$1,495–$1,995

MMA Mobile Marketing Forum August 16 1 Day Pass $1,295

eec Email Marketing Forum August 17 1 Day Pass $745 $895

Visit www.Connectedmarketingweek.com for new partnered forums and workshops.

reGister today

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Conference and Exp0 pass datesEarly bird

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expire august 15) on-Site rates

all-aCCESS paSS August 15–18 $2,495 $2,795 $2,995

Expo Hall Pass August 16–17 FREE $25 $50

workshops dates type of passEarly bird

(rates expire july 22) on-Site rates

SES Training Workshops August 15 Full & Half-Day Workshops

Full Day: $1,195Half Day: $795

Full Day: $1,395Half Day: $995

Bruce Clay SEO Training* August 19 Full Day Workshop $1,095 $1,295

aimClear® Facebook Marketing Intensive* August 19 Full Day Workshop $795 $1,000

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Commerce on FacebookThis is commerce that happens inside Facebook, referring specifically to the purchase of real goods and real services inside Facebook with a credit card or other valid monetary system.

Commerce off Facebook (on other sites)This is commerce that takes advantage of Facebook's Open Graph, allowing shoppers to sign into Facebook from any online site with a PC or mobile device.

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F-StoresFacebook e-commerce stores where shoppers can purchase real goods with real currency without leaving Facebook

Facebook CreditsThe mandatory currency used for games and in-app virtual goods. Recently being used for real goods with Deals on Facebook

FacebookOpen GraphFacebook influenced commerce on e-commerce websites with Like, Share, Recommend and Facebook Connect

Deals on FacebookConsumers can pay for Facebook Deals inside Facebook with a credit card, with PayPal or with Facebook Credits.

FacebookCheck-in DealsCheck-in on Facebook on a smart phone and see the special Deals from nearby businesses.

F-CommerceEcosphere

Facebook In-Store RetailBricks and mortar retailers integrating Facebook to offer customers a social Facebook experience while shopping in-store


W hat is social commerce? Wikipedia defines it this way: “Social com-merce is a subset of electronic com-

merce that involves using social media, online media that supports social interaction and user contributions, to assist in the online buying and selling of products and services.”

Let’s consider F-commerce or Facebook commerce. It’s a subset of social commerce and e-commerce, referring to commerce executed on or influenced by the Facebook platform. Retailers, businesses, and brands are testing a multitude of F-commerce mod-els, and it is not just about pure e-commerce transactions; F-commerce naturally supports social interactions and user contributions. To break it down, we are seeing the terms “com-merce on Facebook” and “commerce off Face-book” emerging.

CommErCE on FaCEbooK

This e-commerce happens inside Facebook, referring specifically to the purchase of real goods and real services inside Facebook with a credit card or other valid monetary system.

FaCEbooK StorES or F-StorES

They’re emerging in a variety of formats and are not limited to traditional retailers. The P&G Pampers F-store, powered by Amazon WebStore, sold 1,000 diapers packs direct to consumers in under an hour. ASOS became Europe’s first fully integrated F-store, allow-ing consumers to complete purchases with-out ever leaving Facebook. Delta Ticket Counter allows consumers to book and pay for flights inside Facebook.

FaCEbooK CrEditS

The mandatory currency used for games and in-app virtual goods is now being used by Warner Bros. to stream movies in Facebook where consumers pay 30 Facebook credits ($3) to watch.

FaCEbooK dEalS

This launched April 26 in five cities with the focus on shared experiences as opposed to

just discounts. Currently, consumers pay for Facebook Deals inside Facebook with a credit card, PayPal, or Facebook Credits – Face-book’s own currency that, for the first time, is being used to buy real-world goods.

CommErCE oFF FaCEbooK

(on othEr SitES)

This is commerce that takes advantage of Facebook’s Open Graph, allowing shoppers to sign into Facebook from any online site with a PC or mobile device. There are many early examples of merchants using Facebook Social Plug-ins such as like, share, or recom-mend or with a deeper integration using Facebook Connect.

FaCEbooK-EnablEd wEbSitES

These are traditional websites and e-com-merce sites that integrate with Facebook to offer customers a Facebook experience while shopping or researching purchases. Log in to TripAdvisor.com with Facebook Con-nect and you get a personalized experience that allows you to see your friends’ travel recommendations, socializing your travel planning and purchases. The Levi’s Friend

Store, launched in April 2010, allows shop-pers to browse their friends’ likes by product category.

FaCEbooK in-StorE rEtail

These brick-and-mortar retailers offer cus-tomers a Facebook experience while shop-ping in-store. Macy’s Magic Fitting Room is a Facebook-connected fitting room equipped with a camera-enhanced 72-inch mirror and an iPad that allow customers to try on clothes and then share the experience with their Facebook friends.

FaCEbooK “ChECK-in dEalS”

These allow local retailers to drive in-store traffic by offering special discounts to con-sumers who check in to their location with Facebook Places on their mobile phone. The Gap leveraged check-in deals by offering a free pair of blue jeans to the first 10,000 con-sumers who checked in at Gap stores. Mazda U.K. offered a 20 percent discount off the Mazda X5 for check-in deals when Places launched in the U.K.

F-Commerce, the arrival of the Facebook consumerretailers, businesses, and brands test approaches for commerce inside or influenced by Facebook.

by Janice diner

continues on page 38

focus: social commerce

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Marketers are no longer asking if they should be active in social media. They understand that user-gener-

ated content such as ratings and reviews is a required element of a comprehensive loca-tion-based search program.

These days, it’s a question of how to get the most impact out of a social media program.

With the right social media strategy, you can communicate directly with your custom-ers, create engaging discussion topics, and help your marketing go viral.

Social media can also boost the promi-nence of your online brand-awareness and organically propel your business locations to the top of local search results.

The fast-evolving social media landscape can be a confusing place for marketers these days, however, as the array of choices grows almost daily: Facebook, Twitter, YouTube, Groupon, Flickr, and Foursquare, just to name a few. Recently, Facebook Deals and other new social networking ventures have joined the frenzy for local businesses’ mar-keting dollars.

As interactive marketing options become increasingly complex, so do the criteria requirements for search engine optimization. Due to recent changes in Google algorithms, SEO is now aimed at delivering more relevant and personalized information to searchers.

Many marketers aren’t exactly sure how and where to focus their online efforts. To achieve the highest ROI, they must keep up with a rapidly changing environment.

If you’re responsible for marketing a national brand, you know how important it is to have your locations rank prominently in geo-specific searches. This is especially true for multi-location businesses such as restau-rants, retail, and hotel chains.

An active social media program will make your business locations more prominent in sources across the web, and prominence is a primary factor used by Google in local search rankings. Here are six tips that will help you achieve that goal:

1. BUild A FAn BASE on FACEBook

Forty percent of Facebook users also follow a brand. More than half of these Facebook users will move on to purchase that brand. Facebook likes are a speed-marketing tool that virally spreads brand awareness by delivering information to the news feeds of everyone befriended by your brand fans.

2. USE twittEr to kEEp in toUCh

with CUStoMErS

One in four Twitter users follows a brand, and 67 percent of those brand-followers will end up purchasing that specific brand. Your tweets should engage consumers by provid-ing them with helpful information about your business and services. Special offers are a great way to grab the attention of Twitter followers.

3. EnCoUrAGE CUStoMErS to rAtE

And rEviEw yoUr BUSinESS

Yelp users wrote six million reviews in 2010, and the local search site is on track for nine million in 2011, according to a Mash-able report. Consumers love online reviews because they can see what others really think about a product or service before making a decision to buy. Reviews on socially interac-tive sites such as Yelp improve your search engine rankings and drive free web traffic.

4. lEvErAGE thE powEr oF yoUtUBE

in loCAl SEArCh rESUltS

Embedded videos in Google Places pages, websites, and social profile pages can show-case your products and services while put-ting a human face on your business.

5. USE GroUp-BUyinG SitES SUCh AS

GroUpon or livinGSoCiAl

During hard economic times, subscriptions to coupon sites such as these have never been more prevalent. Promoting deals to these huge subscriber bases can be a fast and easy way to create buzz and spread the word about your business without advertising.

6. GivE CUStoMErS

proMotionAl inCEntivES to

ShArE inForMAtion onlinE

Branded “Share for Rewards” programs can encourage consumers to share offers with their friends via Facebook, IM, and other web channels in exchange for discounts on products or services.

ConClUSion

By creating an engaging social media pro-gram, you can make it easy for your custom-ers to find your local business and, more importantly, talk about it online. The result will be incredible ROI that will amplify your web marketing, generate calls and appoint-ments, and boost long-term brand awareness. What are you waiting for?

Jon Schepke is an Internet mar-

keting industry veteran who

has been in the space for over

a decade. Since the mid-1990s,

Jon’s passions for technology

and marketing have driven in-

novative marketing strategies that have focused

on achieving significant ROI for multiple Fortune

1000 companies. Jon’s broad understanding of the

space includes all facets of Internet marketing,

technology, web analytics, mobile marketing, re-

search, and tracking.

6 ways to use social media to boost local search resultshow can you get the most impact out of a social media program? Start with the right social media strategy.

by Jon Schepke

By creating an engaging social media program, you can make

it easy for your customers to find your local business

and, more importantly, talk about it online. The

result will be incredible ROI that will amplify your web marketing, generate calls

and appointments, and boost long-term brand awareness.

focus: social media

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VISIT US AT BOOTH NO. 620


If you have abandoned buying links or greatly curtailed your budget for such activities, don’t simply turn that into PPC

or display money. You can leverage it for three SEO tactics that are lasting and pro-mote positive user experiences.

link BUyinG & oUtinG: A BriEF hiStory

In February 2011, a dark New York cloud came over the practice of securing inbound web links for search engine optimization purposes. This cloud was manifested in two distinct New York Times and Wall Street Journal investigative reports, which detailed tactics that JCPenney and Overstock.com had used to game the search engine algorithms.

In order to pass authority to pages, which is one of the key elements to getting expo-sure in the “free” (organic) search results, each of these huge e-commerce players took a calculated risk in order to skip the line and get to the top.

JCPenney likely spent more money because they were actually buying links (and promoting the American Way), but Overstock.com also had to provide some additional support to their students who were exchanging links for discounts. Now there are signs that the dust has settled, and Overstock.com’s penalty has been lifted.

SEOs who were buying links before Feb-ruary, especially in large or expensive quan-tities, suddenly faced a decision whether to continue the practice and hope to remain under the radar, or to discontinue paying brokers to obtain links. Although a few folks chose the former, I’ve spoken to many senior SEOs who report that they are discontinuing the practice.

Here are three ways you can leverage the budget that was formerly allocated to link buying for 2011.

1. diGitAl ASSEt optiMizAtion

The practice of optimizing all content on a website in order to promote increased uni-versal search exposure is one of the most important tactics for SEO going into the

future. Unfortunately, few marketers have made it a reality as part of their regular con-tent development process. Non-text content such as videos, images, infographics, and rich Internet applications (RIAs) are worth their weight in gold.

The problem is that one needs to success-fully secure large budgets for many DAO tactics, especially video production or the development of RIAs. Yes, sometimes other marketing and PR budgets could be tapped for this function, but if you have an extra 5-50K (or more from what I’ve heard) lying around that had been budgeted for buying links, use it to make something really cool!

Leading with SEO/DAO as the primary value to be delivered from these efforts may not go over so well, especially with creative or finance directors. The best thing about DAO is that you will improve the site experi-ence nearly 100 percent of the time by adding a properly planned and targeted digital asset.

2. SoCiAl MEdiA involvEMEnt

One of the natural benefits of DAO is that you will likely get great buzz from evangelists within your targeted segments. If you can help to promote the potential for Facebook shares and likes (especially if your segments are likely to use Bing), links from tweets, and mentioning/linking to your pages from blogs or other social/community platforms, you will gain incremental SEO value.

The ability to leverage social media to support brand evangelism (and the side effect benefits for SEO) requires “building it so they can come.” Investments should be made with care and under the supervi-sion of a social media expert who has a full

understanding of your broader marketing plan and target consumers.

In the past, Google’s algorithms appeared to give “buzz” (timeliness) link credit to links found within press releases. With the advent of real-time results and with millions of likes and tweets a day, their pool of buzz authority has certainly increased. You have to be stand-ing in this river to catch fish.

3. Good old-FAShionEd SEo

Every year things get more complex within many SEO strategies. The basics of techni-cal, content, and linking, however, are still the primary drivers to performance within organic results – universal or not.

Local optimization is another huge tie-in that should fit under the primary SEO umbrella. Take signals from the search engines. Matt Cutts, who launched Google’s quality assurance team and program, states that it may be a good idea to develop a page on your website link-to for each of your bank branches or physical stores.

Translating signals like this and other emerging strategies into recommenda-tions that can be afforded and implemented requires budget, which may now be available as a result of no longer investing in links.

“Blocking and tackling” link building tac-tics also require a serious investment com-mitment, if the goal is scale. SEO really is an art and science that requires the appropriate investment level to be able to compete within your own industry. It also requires constant understanding of your target market.

Chris Boggs of Rosetta is a

specialist with 10 years experi-

ence in search engine optimi-

zation and paid search adver-

tising. Chris joined Brulant

from Avenue A | Razorfish in

2007 as the manager of the SEO team, and Ro-

setta acquired Brulant in 2008. His current role

involves working across channels and verticals to

promote cohesive strategies and synergies be-

tween campaigns and Rosetta Best Practices.

The ability to leverage social media to support brand

evangelism (and the side effect benefits for SEO) requires

“building it so they can come.”

Stopped buying links? Here are 3 better ways to use that budgetput your link buying budget to better use in digital asset optimization, social media, and SEo.

by Chris Boggs

focus: optimization


So we are firmly into summer, and our thoughts turn to sun, sea, and sand. But those ice cold beers and cocktails

only last a short while before the realities of work come flooding back as you sit on the plane home wondering if the grass is really greener on the other side of the fence?

Let’s be honest, we are all mere mortals and it’s only human nature to be curious about such things. And if you work in digi-tal media, then it’s quite likely you are an avid fan of social media and probably can’t help but notice how happy some people are at XYZ company or the amount of new jobs being blasted out across the Twitterverse with such abandon. So how is the digital job market shaping up?

It’s shaping up pretty well, and has been doing so for the past few years. It is certainly an industry that has weathered the global downturn better than most, and one that has flourished in many areas. As someone who spends all of my working hours speak-ing to companies and headhunting talent for them in this space, I feel I’m reasonably well-placed to pick out a trend or two within the market. I’d be willing to bet on what will happen the rest of this year within the digital marketing sector.

ovErAll trEndS

Whether you are based in the U.K., Europe, Asia, or the Americas, the only real differ-ences to be seen are localized salary trends. The actual markets themselves are mirrored pretty closely. So what specific jobs are push-ing the envelope in regard to demand, and what factors are driving this upward curve? If one thing is true in 2011, it’s the simple fact that the job market has changed from one that was client-driven to one that is domi-nated by candidate demand. What do I mean by this? In layman’s terms, highly qualified job seekers are at a major shortage, and it is becoming more evident that companies look-ing to hire are facing hugely increased com-petition at interview and offer stages within the recruitment process.

Competition is fierce at all experience levels, and this is also driving salary levels upwards at an increased rate month-on-month. The honest truth is, nine times out of 10, if you want a pay raise or promotion you must jump ship and join a new company. And there is no shortage of firms who are screaming out to attract people to them right now. Where traditional advertising spend may have decreased during the recession in areas such as TV, online spend is up and com-panies are looking to invest in areas such as SEO and PPC, which can show demonstrated returns on investment. These areas also hap-pen to be vastly cheaper than those prime-time TV advertising slots.

SEo And ppC

Natural search is still the dominating sec-tor within the markets and will be for the foreseeable future. Firms are recruiting across the board from graduate entry all the way to director level. SEO strategy is at the heart of most companies’ campaigns and, as departments grow, it has become evident that there’s a lack of experienced people to meet demand. Luckily this is a mature sector within marketing, as is PPC, and although it’s hard to find relevant candidates, there is a larger pool of people to hunt within.

SoCiAl MEdiA And AnAlytiCS

The two areas that are showing huge growth this year are social media and analytics. The demand for people in these disciplines far exceeds supply; therefore, salaries are rising faster than those of other roles. With social being an emerging market still, the candi-date pool is small in comparison and appli-cants looking to move are finding their skills in huge demand. More and more, people are

moving into social media, but it will be a good year or two before salaries level out as experienced staffers become more numerous.

As for analytics-based roles, companies are looking to invest in their data and to use it to hunt out profits. These positions all tend to be quite specialized and often at senior levels with extremely lucrative salaries on offer. Due to the technical nature of the work, fewer people are operating within the mar-ket, and applicants with good experience will find themselves being fought over by clients. Conversion, monetization, and experts with strong skills such as multivariate testing are required by both agency and in-house teams.

ConClUSion

It will be very interesting to see how the mar-ket matures over the next six to 12 months. But one thing is for sure: jobs in this sector are not going away, and to have skills in SEO, PPC, social, and analytics will pretty much guarantee that you won’t be in a position to worry about unemployment any time soon.

Jake Langwith is the head of

search at London-based head

hunters Salt, where he runs the

SEO, PPC, analytics, and social

media teams. With over 16

years experience across the

U.K., Europe, and Asia Pacific markets, he has es-

tablished a strong team of industry experts and

works in close partnership with some of the

world’s leading digital agencies and direct clients.

Jake is actively involved in the digital marketing

community and is an avid blogger as well as a

speaker at SEO-related industry events.

So how is the job market looking this year? workers in four key digital marketing disciplines are in demand.

by Jake langwith

Jobs in this sector are not going away, and to have skills in SEO, PPC, social, and analytics will pretty much guarantee that you won’t be in a position to

worry about unemployment any time soon.

focus: careers

One Release Can Reach Thousands.CustomersJournalistsBrand AdvocatesProspectsSocial Media Influencers

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One of the easiest ways to gain cred-ibility with any business partner is to establish quick wins using conver-

sion rate optimization. In terms of business impact, conversion optimization is a grand slam because you effectively reduce cost per action, increase revenue per action, and sat-isfy more visitors to your website.

As is often the problem, web analysts and marketers tend to inherit a lot of excess bag-gage, so choosing to focus on only one or two sore spots on a website is hard to do.

Consider these top five places to start:

1. pAid SEArCh lAndinG pAGES

Looking for big impact right away? Optimize those paid search landing pages and start counting the money you save on search mar-keting immediately. Vary your value proposi-tion, urgency, pricing, product mix, and form length.

2. intErnAl SEArCh rESUltS pAGES

Search inquiries made on your website often yield the best (and cheapest) way to determine indicators to voice of customer information. These are committed visitors who probably aren’t finding what they want intuitively.

Inspect your server logs if you have to, but find out where your on-site navigation fails to satisfy. Look at pages with no results, top queries that should be satisfied through

navigation, and perhaps synonyms you didn’t consider when writing creative. Increases in conversion optimization from visits to inter-nal search pages are usually quick wins.

3. hElp SECtionS

Areas on a website dedicated to helping peo-ple are most often frequented by loyal cus-tomers that want to solve problems on their own, rather than cost you money by calling support numbers, or emailing support staff. Help them help you (and other customers) by doing a better job of help documents, support downloads, and public service messages.

4. prodUCt And/or SErviCE

rECoMMEndAtionS

The art of the upsell is best exhibited by e-commerce giants such as Apple, Amazon, GoDaddy, and Dell. If you are able to mea-sure cart abandonment on your site, you’re ready to start testing product and service recommendations to increase your average revenue per order (I love ARPO).

5. top Entry pAGES

Entry pages to your site (excluding home pages and landing pages) are a bit harder to optimize, because referred traffic through search or other websites isn’t always contin-uous or predictable, but this is traffic to your site that is (usually) free. Measure common pathways from entry pages to determine

how content can be changed to reduce bounce rate and you may just improve your search rankings at the same time.

SUMMAry

Not making the list is “talk to your sales people,” because they often have invaluable insights into top questions prospects ask that may not be answered on your site that could warrant testing.

Garry Przyklenk is an expert in

lead generation, search engine

marketing, web analytics, and

social media marketing. He has

successfully championed cre-

ative marketing campaigns

and executed on actionable insights in several

vertical markets including media, insurance, tech-

nology, and telecommunications. As senior web

analyst at TD Bank Financial Group, Garry is re-

sponsible for implementing online measurement

solutions that yield actionable insights for key

business stakeholders.

ConClUSion

Why the excitement over F-commerce? It is where the eyeballs are, with 600+ million users, 50 percent visiting daily. Facebook Credits are a major game changer. For the first time, they are being used as a currency

for real-world goods. We are in the early stages of F-commerce.

Janice Diner is a founding part-

ner at Horizon Studios, a social

business design consultancy.

She is an award-winning cre-

ative director and strategist

working in the areas of social

and emerging media technologies. Janice has led

teams that have conceived, developed, and exe-

cuted social technology for both global and local

markets. She is considered a pioneer brand build-

er on Facebook in Canada and serves as an advi-

sory at MaRS Discovery Centre. Janice has a track

record of accomplishment developing multiple so-

cial initiatives including the launch of RIM Black-

Berry’s Global Social Media Platform.

continued from page 30

Conversion optimization: top 5 places to startreduce cost per action, increase revenue per action, and satisfy more visitors to your website by losing excess baggage.

by Garry przyklenk

F-Commerce, the arrival of the Facebook consumer

Want to learn more? SES San Francisco will feature sessions on how to tweak your web pages, including “landing page optimization.”

www.sessanfrancisco.com

focus: best practices

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ses magazine july 2011

Documents

social media program

faster optimization

social engagement

connected marketing

redesigned doubleclick

right social media strategy

google infrastructure

better use