Post on 28-Jan-2015
description
transcript
SOCIAL
MEDIA
Search
Marketers
+How To Perform Ethnographic Research
Using Free & Paid Social Listening Tools
+Research
Identify business goals
Frame user demographics using Display Planner, Twtrland & Facebook Insights
Vet demographics & psychographics with Facebook Ad tool
+Keyword Research
Perform keyword research to understand user needs
Use Keyword Planner, UberSuggestto predict content demand
Use Bottlenose Sonar for social keyword research
TIP: Search demand mirrors social chatter
+Social Listening
Perform social listening to understand user needs, demographics and vocabulary
Free Tools: Social Mention, Topsy
Paid Tools: Sysomos, Radian6
Segment Twitter followers into meaningful groups with Tribalytics
+Review Discussions
Review discussions to refine needs and discover new insights
Google killed discussion search, but there is a way around it
Use Quora to find topics, data and influencers
+Personas & Contacts
Iterate process until you have complete personas
Use Full Contact on your mailing list or subscriber base to collect social profiles of your users
+How To How To Identify Influencers At Scale
+Influencers
Use Followerwonk, Twtrland & Quora to find users that are popular and relevant to your topic
Compare followers to links to see who follows you and doesn’t link for quick hits
Vet guest post opps by audience with Twtrland
+How To Test Content Ideas Using
Social Channels
+Content Ideas
Identify what content is most shared using SocialCrawlytics
Pose questions on Reddit to gauge reaction of a targeted community
Use Quora to gauge reaction and collect a list of interested users
Use StumbleUpon PaidDiscovery to kickstart campaigns
Offline & Online
Two worlds of online and offline coming together with social media
Think Visually: Create visual content that businesses can use online AND offline
eBooks, infographics, interactive graphics, motion graphics, slide decks
Case Study
Quicksilver
Challenge: Pair of shorts not selling as well as anticipated
Solution: Created visual displays based on FAQs on products, making sales process easier
Case StudyADP
Challenge: Sales teams did not have sales materials to match products sold
Solution: Created strategraphics, measured popularity of sales materials via social, repurposed successful content online
Case StudyJewishBoston.com
Challenge: To modernize their Hagaddah to encourage users for Passover
Solution: Created eBook and app, physical asset that can be downloaded and shared
+Instagram Tips
Show products in context, such as on a model or in use
Use special occasions to bridge offline and online
Example: Phoenix Suns tweeted an image of Gerald Green on St. Patrick’s Day to encourage people to cut it out and “put their Green on”
+Pinterest Tips
Nordstrom is a great example of crossing over from social to store
Show popular Pins in store
Use Pinterest data to influence purchases and marketing decisions
Create Pinterest-like experience on your site
“Author Authority”
What is Author Authority?
Answer is in the root (author from Latin “auctor” = orginator, promoter)
Don Draper: “If you don’t like what’s being said, change the conversation.”
Google AuthorshipGoogle Authorship Review
How authorship has changed search since 2013
Review of factors affecting authorship snippet in search
Review of best practices for full authorship snippet
Google Authorship
Present Power of Google Authorship
Reinforces personal brand
Powerful in personalized search
Beyond Authorship
Author Authority in 2014 & Beyond
Why Google will need to move beyond rel=author
Eric Schmidt: “True cost of remaining anonymous might well be irrelevancy.”
Matt Cutts: Benefits of Google surfacing subject are authorities
How To Build Authority
Don Draper: “People want to be told what to do so badly they’ll listen to anyone.”
+Be Productive
To be an authority your have to be authoring
Learn to see content everywhere
Diversify & repurpose
Make the commitment – publish or perish!
+Be Authoritative
Know your subject better than anyone else. Do your homework.
Take time to be thorough
+Be Different
Find that part of the topic that no one else is talking about
Develop your own voice – people should see a piece of your content and be able to guess that it’s from you
+Be Ubiquitous
There is no substitute for showing up
Publish on as many different platforms as you can, then add a few more (repurposing helps!)
Work hard at your social followings
Share your best content again and again.
S.M.A.R.T. Campaign
Specific
Measurable
Actionable
Relevant
Timebound
Unify Silos
Share campaign goals; define the process on the teams:
Content
Search (SEO/Paid Media
Social/PR
Analytics
Define Assets
Create the Content Pillar
Create Calendars
Create collaborative editorial and conversational calendars
Define Priorities
Map out Paid, Owned and Earned opportunities
Define Media
Describe amplification efforts with Media and Paid Social content distribution opportunities
Define Partnerships
Are there content or business partnerships you can take advantage of?
Define Influencers
Who are the influencers?
Define Measurement
Agree on what success looks like
Integrate analytics dashboards to show search and social success
Plan for excellence
Define case study parameters
Submit your campaign for awards
ThankYou!