Presented by: John Heffernan Business Development ManagerMediaCo (UK) Ltd – Stand E21

Social Media and Search Marketing

Social Media + SEO= ROI

Agency Insight

• Online Marketing Agency

• Delivering results since 1999…

• Offices in Dundee, Edinburgh & Singapore– Sales coverage: London, Midlands & Dubai

• Focus on strategic online marketing:– Search Engine Optimisation– Pay-Per-Click Advertising– Email Marketing– Content Copywriting / Development– Social Media Integration

Keyword List Creation Targeted Messaging Relevant Landing Page

Reach Relevancy Driving Conversions

SEO: you can influence keywords, messaging and control on page content

Search Engines and SEO

ON PAGEOFF SITE

ON SITE

Internal Links

Linktext

DeepLinks

KEYPHRASES COMPETITORS

SEO Components

Internal Links

Linktext

DeepLinks

Web LinksSocial Bookmarking

Social Networks

Social Mentions

Embedded Video

RSS Syndication

Online Press Releases

Article Marketing

Blog engagement

Off Site Optimisation – Link Building

ON PAGE

ON SITE

Social.Media.co.uk

Picture worth a 1000 words

All Clear?.......................

Off Site Optimisation

www.yoursite.co.uk

Content Syndication

Many Different Syndication Channels….

How the mighty can Fall......

Content is the bedrock of links

• Content syndication– Boost rankings and traffic & ROI

• To get good Links you need Good Content

• To promote effective Social Mentions you need Good content

• To have good SEO Content – you need target keywords!

• Good Content: – Opportunity to “say” more / create more points of entry – More opportunities to optimise / establish your site

as a content authority

Use the phrase in the page title

Create well written copy content

Use Phrase repetition and related terms

Define a clear path – Call to Action…….

Minimise distractions – Focus!

Set a measurable goal

Social Media & SEO – Content “Rules”

Social Media Channels….?

More than just Facebook, Twitter & YouTube!

The 3 P’s of Social Media Optimisation

Presence, Participation & Promotion

Presence: •Originate / Customise / Connect Channels

Participation: •Saying the right thing in the right way in the right channel – Engagement!

Promotion:•Share – Syndicate – Become “Findable”

ConnectIndustry Groups

Easy Content Sharing

Why Use Social Media? - Facebook

Paid Demographic Target Ads

Competitor News

& Fan Pages

TIP: Human Photos have a higher click through rate than Company Logo’s !

Why Use Social Media? - Twitter

- Brand Recognition

- Discover Industry Trends

- Drive Traffic

- Tweet – ups

- Instant Feedback

- Build Connections

- Reach Prospects

Tip: Add Google analytics Tracking to content promoted via Twitter – or it will be lost in the Direct Traffic Pot!

Why Use Social Media? – Linked In

Tip:Public Profile URL: personalise your LinkedIn Profile page by using your name in the URL.

And the latest new kid on the block……

January 2012 – more traffic direct to Websites than LinkedIn, Google+, Reddit and Youtube – Combined!

Facebook without the Whining - But you need an invite!

STOP – Plan your Strategy!

Planning, planning and more planning!

Integrate : Strategy, aim, objectives, targets....Understand your audience - People Buy People!

Brand Reputation: MonitoringListen and then – Join the conversation!

Content is still KING!

Time & Resource........

Social Media Planning .........

Where are their moderators? Why is there no response?

Why are they allowing these comments to stay on their profile page?

Set your Business goals

• Be seen as an authority

• Get customer insight into your product, marketing & services

• Educate, excite and engage customers

• Differentiate your brand from your competitors

• Reach a new / expanded audience

• Encourage word-of-mouth

• Conduct Activity – Increase Visibility

Social Media Content

Either: write something worth reading about or do something worth writing

about..................................Ben Franklin

Tell your story ORHave it told for you!!!

I’m sorry for writing such a long letter …

… but I didn’t have time to write a short one …

How does your Business “fit” with Social Media

Image used from www.athenamedia.ie

Social Media Business Benefits

Used from the “2011 Social Media Marketing Industry Report”

MediaCo – SEO & Social Media

Social Signals and Brand Mentions…..

• Social Signals count towards Search Engine Visibility

• Create interesting Content– Quality not Quantity!

• Video Optimisation– Keyphrase Research

• Social Media Activity

• UGC!– Reviews / Ratings / Photo’s– Videos / Forums / Guest Articles– Hints & Tips / Q & A / Polls / Surveys

Measuring success

• Traffic growth – client visits, time on site

• Conversion & Sales

• Feedback & Interaction

• General online buzz

SEO “Off-Site” – Content development & SyndicationSocial Media – Content development & Syndication

Social Media interaction – generates Links!

So.... Into the future?

• Mobile Search – Social, Local, Mobile…..SoLoMo

• Start with Content – Create more Content and finish with Content– One piece of content CAN make a difference!

(but make it interesting………)

• Let Social Media tools do the work

“If you feel the urgent need to be everywhere at once you’re headed in the right direction”

“..structured well...With quality, unique content…….”

“..if you

produce

great, original content...

On and Off-site…”

Google & Content

“ ..you will rank well.”

Presented by Stand E21John Heffernan MediaCojohnh@media.co.uk

Any Questions?