Date post: | 24-May-2015 |
Category: |
Documents |
Upload: | anthony-piwarun |
View: | 634 times |
Download: | 2 times |
© ZEON SOLUTIONS INC.
Breaking Down the SilosAligning Cross-Functional Teams for Enterprise SEM
Presented By:
Anthony PiwarunSr. Search Engine Marketing Specialist
Zeon Solutions
@apiwarun
Slides: bit.ly/Zeon-SMX-East-2012
Quick Poll
Introduction
Paid Media
Owned MediaEarned Media
Enterprise SEM & Alignment
Converged Media
Paid Search
Social Ads
Online Ads
Organic Search
Social Mentions
Press Mentions
Branded Search
Corporate Publications
@apiwarun
State of Alignment
Design
@apiwarun
Design & User Experience
Why? Landing Pages Conversion Optimization
Points of Insertion User Personas Wireframes & Comps
Issues Complete disregard for design; no seat at the table
Design & UX Concerns
The biggest stumbling block is that I almost never work with these folks. The structure of most organizations is silo'd in a way that keeps a bit of a moat between UX and SEO. In real life, however, I'm never invited into the meetings with the 'sem pros' unless I force my way in.
Tamara Adlin
Principal, Adlin Inc.
www.adlininc.com
@tamaraadlin
@apiwarun
Content Strategy
Content Strategy Why?
Landing page content Compelling sales copy Resources to boost conversions
Points of Insertion Client discovery Landing page development
Issues “Yeah, Yeah, Yeahs”; no budget
@apiwarun
Content Strategy Concerns
I hate the "yeah yeah yeahs." You know what they sound like: Yeah, we don't need to talk about (content) strategy. Yeah, that's nice, but we don't have *time* for strategy. Those are all dangerous, expensive misconceptions that get in the way of true organizational change and alignment around sustainable content creation.
Margot Bloomstein
Principal, Appropriate Inc.
www.appropriateinc.com
@mbloomstein
@apiwarun
Social Media
Social Media Why?
Assist in soft-sell conversions Customer retention
Points of Insertion Content & creative planning Promotions
Issues Lack of communication; departmental silos
@apiwarun
Social Media Concerns
By far the biggest stumbling block is the combination of clients not understanding the technology and SEM types passively talking over their heads. It's hard to find a good SEM practitioner who can both translate what the tasks and value are and not be arrogant or impatient with the client's understanding.
Jason Falls
Founder, Social Media Explorer
www.socialmediaexplorer.com
@JasonFalls
@apiwarun
Search Engine Optimization
Search Engine Optimization Why?
Past data from search campaigns / programs “Brothers in arms”
Points of Insertion Client discovery Content & creative planning Reporting
Issues Internal trust; infighting
@apiwarun
SEO Concerns
With in-house teams, the biggest challenge I've seen is the ability to earn respect & trust internally, which is both the result of internal politics as well as questions about the expertise and degree of experience from the in-house members.
Rand Fishkin
CEO, SEOMoz
www.seomoz.com
@RandFish
@apiwarun
Paid Search
PPC Concerns
Lack of communication tends to be the biggest stumbling block. With so many departments now involved in the success of the paid search program, including design, development and analytics, keeping everyone in the loop is a challenge. It is imperative that a project management system be put in place and all departments meet on a weekly basis to discuss updates to the PPC account.
Matthew Umbro
The PPC Blog
www.ppcblog.com
@Matt_Umbro
@apiwarun
How It Used To Be
Break Down The Silos…
Daily Stand-Ups
Daily Stand-Ups
@apiwarun
Lunch-N-Learns
Lunch-N-Learns
@apiwarun
Internal Meetings or Calls
Internal Meetings & Conference Calls
@apiwarun
Tools
@apiwarun
Tools for Alignment
Project & Task Flow Management Trello Basecamp
Internal Training & Conferencing Join.me GoToMeeting
Process & Information Sharing Google Drive (templates) Dropbox
Key Takeaway: Educate, Communicate and Train