The Collision of SEO & Social Media - Who Draws the Creepy Line?

transcript

The Collision of SEO & Social

Who Draws the Creepy Line?

ATME Marketing Conference W City Center – Chicago, Illinois June 27, 2012

Image Credit: Helico (cc|flickr)

Session Rundown

• SEO, Social Computing & The Creepy Line

• Identifying the Creepy Line – Travel Product Search

– Traveler Reviews

– Social Media

– Location Based Services

• The Path Forward – Trust, Loyalty & Relevance

– How to Locate the Creepy Line

– Who Draws the Creepy Line?

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 1 Image Credit: dok1 (cc|flickr)

Search Engine Optimization First One to the Top Wins

• Google CTR Share by Position (1st Page = 52.3%) 1. 18.20%

2. 10.05%

3. 7.22%

• Bing CTR Share by Position (1st Page = 26.5%) 1. 9.66%

2. 5.15%

3. 2.74%

• Orbitz CTR Share by Position (1st Page = 90%) 1. 25%

2. Through Fifth Position 25%

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 2 Statistics: Slingshot SEO 2011 Study | Image Credit: mariachily (cc|flickr)

Popular SEO Techniques

• White Hat

– Many Pages of Interesting, Well Written Content

– Quality Inbound Links from Authoritative Sites

– Keyword Consistent Content, Titles & Meta-Tags

– Semantic Markup & Micro-formats Define Context

• Black Hat

– Paid Links – Buy Inbound Links from High PR Sites

– Keyword-focused Domains on Separate C-blocks

– Blog Spam – Blog Comments Create Inbound Links

– Cloaking – Search Bots & Humans See Different Data

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 3

Search Engine Optimization is Changing

• Then – Relevance Signals - Keywords – Authority Signals - Site Traffic – PageRank

• Now – Relevance Signals - Friends – Authority Signals - Original Author – Personal Web Search – Search History & Actions

• Schema.org – HTML Meta-tags – Vocabulary to Structure Data – Introduces Context

A Cynic’s Perspective of Social MEdia

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 5 Image Credit: joiseyshowaa (cc|flickr)

Social Computing Grows Up

“If our hotels do no other type of social media activity, they must manage all reviews and ratings... After analyzing our data, we have seem a direct correlation between online reputation and RevPAR, profitability.” - Flo Lugli, Wyndham Worldwide

“40% of luxury travelers will not book a hotel room if there are no online customer reviews.”

- @FourSeasons

“If you focus on the tools, then you are one.”

- @jacobm, Chess Media Group

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 6 Image Credit: joiseyshowaa (cc|flickr)

Social Computing Is Changing • Then

– Engagement – Number of Followers – Sentiment – Number of Likes – Metrics – Klout Score

• Now – Conversation Rate – Comments/Replies per Post – Amplification Rate – Shares/Re-tweets per Post – Applause Rate – Likes/Favorites per Post – Economic Value – Goal Value per Visit by Social Channel

• The 6 C’s of Community – Content – Context – Connection – Continuity – Collaboration – Commerce

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 7 Hat Tips: Avinash Kaushik /David Armano/Brian Solis /Jerimiah Owyang

What Is The Creepy Line, Eric?

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 8 Video Credit: The Atlantic | Image Credit: Karl and Ali (cc|geograph)

It’s a New Game. With No Rules. If There Aren’t Rules, They Can’t Be Broken…

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 9 Image Credit: Eddo Kloosterman (cc|flickr)

Image Credit: BMW Blog

You Can Handle It, You’re Clever, Right?

If There Are No Rules, Never Underestimate

Your Competition

So, Why Worry About the Creepy Line?

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 11 Image Credit: nhanusek (cc|flickr)

Your Strong Moral Character and Ethical Resolve

Will Undoubtedly Resist Pressure from 3rd Parties

with Vested Interests

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 12 Image Credit: ucumari (cc|flickr)

You Know Evil When You See It.

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 13 Image Credit: Furryscaly (cc|flickr)

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 14 Image Credit: KRISnFRED (cc|flickr)

Travel Product Search Examples

• Google Information & Product Search

• Kayak – Direct Hotel Booking

• Station Casinos – Flash Sale

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 15 Image Credit: Bethan (cc|flickr)

Search 1) Google Info & Product Search

• Search Term: – New York Hotels

• Google Properties Dominate Results – AdWords

– Hotel Finder

– Local/Maps

– Knowledge Graph

• 6 Ads, Hotel Finder & Two Local Properties Positioned Above Fold

AdWords

Hotel Finder

Local/Maps/Pages

Local/Maps

Knowledge Graph

Search 2) Kayak – Direct Hotel Booking

• Kayak Direct Hotel Booking

– White Label of Travelocity / World Choice Travel

• Promotes More Expensive Price to Traveler

• Hotels.com & Booking.com $22/night Cheaper

• Moves Hotel Down 50 Slots in Price Sort

• 9 out of 30 times (30%) on 1st Two Pages of Search Results for New York 1 Night Stay

Search 3) Station Casinos – Flash Sale

• Internal Flash Sale – Distressed Inventory

– New Product Intros

– No Margin Dilution

• Focus on Local Market – Weekly Coupons

• Key Objectives – Create Relevant Offers

– Engage Local Deal Seekers on WeLoveLocals.com

• Secret Sauce –Consumers Vote for Next Offer

Traveler Review Examples

• Seattle Convention & Visitors Bureau + Klout

• Trip Advisor Incentives

• HotelReputationManagement.org

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 19 Image Credit: @superamit (cc|flickr)

• Target: 30 Influencers

• Minimum Qualification: – 50+ Klout Score

– 1,000 Twitter Followers

– Based in Portland, Vancouver BC & San Francisco

– Influential in Arts, Culture, Food, Wine or Music

• Offer – Free Weekend for Two – Including Transport, Hotel, Attraction Passes + $500

• Results: – 8.2 Tweets & Shares (per Influencer) Yielding 19,645

Total Tweets, Retweets, Shares, Comments, and Likes

Reviews 1) Seattle CVB + Klout

Reviews 2) Trip Advisor Incentives

• Miles for Reviews Offered to Lufthansa & JetAirways Flyers

• Incentives for Reviews Offered by All Others are Strictly Prohibited

• Is Result Authentic, Honest Reviews, or Blather for Points?

Reviews 3) HotelReputationManagement.org

• “We Move And Force Negative Search Results And False Online Reviews About Your Hotel Off of Page One, Page Two, Page Three, Page Four and Page Five…”

• “We will do everything imaginable to influence Google’s search results for your hotel’s benefit. We will strive to achieve your goals BY ANY MEANS NECESSARY.”

• “If your hotel needs 5,000 Likes, 10,000 Likes, 50,000 Likes, hundreds of thousands or millions of Facebook Likes, we have flexible campaigns that fit just about any budget…”

Location Based Services Examples

• Bacardi Girls - Flash Mob

• Bar Sniper

• Girls Around Me

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 23 Image Credit: WorldIslandInfo.com (cc|flickr)

LBS 1) Bacardi Girls – Flash Mob

• Girls Ask Guys for Mobile Phone Numbers

(Guys Provide Mobile Phone Numbers – Duh…)

• Text Message Trigger

– Pre-promote Appearances

– Announce Event in Real-time

• Can Draw 200 people in 45 min.

• Fun Fact:

– 83% of Millennials Sleep with Their Mobile Phones

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 24 Data Source: Pew Research, 2011 | Image Credit: skylarneil (cc|flickr)

LBS 2) Bar & Conference Sniper

• Bar Example – Follow Followers of Competitors

– If They Follow Back, You Can Direct Message Them

– Especially Nice if They Tweet Foursquare Check-ins

• Conference Example – Prior to Event

• Check Future Meetings & Events Calendar / HQ Hotels

• Check Group Website/Facebook Pages for Key Dates

• Offer Special Rates After Cut-off Date, etc.

• Target Facebook Ads to People Liking Event Sponsors

– During Event • Identify Meeting Hashtags & Offer Twitter Specials

• Facebook / Foursquare Mashup

• Maps Individuals Not Opted-In to Service

• Public Information – Name

– Birthday

– Relationship Status

– Likes & Favorites

– Photo Albums

– Schools Attended

– Names of Friends & Family Members

LBS 3) Girls Around Me

Social Media Examples

• Disney Vacation Memories

• fiverr

• Clicky – The Groupon Value Wheel

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 27 Image Credit: Thomas Shahan (cc|flickr)

Social 1) Disney Vacation Memories

• Location – All Parks, Vacation Clubs & Cruise Ships

• Media – Photo , Video, Text

• Date – Enables History

• Integration – Facebook, YouTube

• Themes – Character, Food, Holiday, Season, Pixar

Social 2) fiverr

• YouTube

– 2nd Largest Search Engine

• $5 = 35K Views

• $15 = 120K Views

• Raw Volume Doesn’t Equal Engagement

Social 3) Clicky - Groupon Value Wheel

• Requires Facebook Like to Play

• Unlike Capability Disabled

• Odds Range 1:20 – 1:100K

• Payout Applies to “Select Deals”

• Facebook Connect Collects

– User

• Email, Birthday, Relationship Status, Likes, Check-ins

– Friends

• Birthdays, Likes, Check-ins Shared with You

What Could Possibly Go

Wrong?

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 31 Image Credit: Public Domain

If You Can’t Trust A Web App Who Can You Trust?

How to Locate the Creepy Line

• Ask Three Simple Questions – Who Benefits Most? – Who Can You Tell? – How Do You Feel?

• Scoring > 8 Points – White Hat 5-7 Points – Gray Hat < 4 Points – Black Hat

Who Benefits Most?

• Your Customer & Partners? – White Hat (3 points)

• An Algorithm? – Gray Hat (2 points)

• You? – Black Hat (1 point)

Who Can You Tell?

• Friends, Family & Travel Partners?

– White Hat (3 points)

• Your Closed Google+ Internet Marketing & Social Media Circle?

– Gray Hat (2 points)

• Nobody?

– Black Hat (1 point) 2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 35

How Do You Feel?

• Relaxed, Centered, Energized?

– White Hat (3 points)

• Lingering Queasy Feeling?

– Gray Hat (2 points)

• Intense Self Loathing or Constant Urge to Shower?

– Black Hat (1 point) 2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 36

Your Customers & Partners Draw the Creepy Line

Don’t Cross It. Don’t Cross Them. 2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 37 Image Credit: Sergey Galyonkin (cc|flickr)

You Don’t Draw It - Ask Them Where It Is

Trust is Earned, Not Bought

If You Screw Your Customers, They Will Reciprocate 2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 38 Image Credit: juhansonin (cc|flickr)

Loyalty is Based on Shared Values

Value Drives Transactions ● Values Drive Loyalty 2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 39 Image Credit: maistora (cc|flickr)

The Path Forward

“The reason for our success is no secret. It comes down to one single principle that transcends time and geography, religion and culture.

It’s the Golden Rule – the simple idea that if you treat people well, the way you would like to be treated, they will do the same.”

- Isadore Sharp, Founder & Chairman, Four Seasons Hotels

2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 40 Image Credit: pkdon50 (cc|flickr)

The Collision of SEO & Social - Who Draws the Creepy Line?

Questions?

Copies of the Presentation? Comments?

Robert Cole skype: robertkcole twitter: @robertkcole phone: +1.262.309.9560 web: rockcheetah.com/blog email: robert@rockcheetah.com 2012 ATME Marketing Conference Collision of SEO & Social ● Who Draws the Creepy Line? Robert Cole ● RockCheetah | 41

The Collision of SEO & Social Media - Who Draws the Creepy Line?

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