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Lisa Williams top 25 social tactics for the search marketer

Date post: 03-Aug-2015
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22
A Mad Men Approach to Social Media for the Search Marketers
Transcript

A Mad Men Approach to Social Media for the Search Marketers

Search Discovery is a Digital Analytics and Search Marketing Agency.

Digital Analytics

SEO + Content Strategy

Paid Media

Technology

@SEOPollyAnna

The Product

@SEOPollyAnna

Connection to the product with great storytelling

Start with Communication Strategy Specific. Measurable. Actionable. Relevant. Timebound.

@SEOPollyAnna

#Carousel80 is a marketing campaign that supports the awareness, consideration and purchase of the Kodak Carousel.

We live in a world of abundance of information, abundance of photos of our life events, friends and family, but we have scarcity of time. The Kodak Carousel holds 80 slides and helps you tell the stories of your life and share that abundance in a way that connects us. With 80 slides we can organize our special moments and events into stories we can share and save for a lifetime. Join us in celebrating your life stories with #Carousel80

Plan

Audience

Story

Channels

Process

Conversation

Measurement

• Content mission

• Content stakeholder discovery

• Inventory audit & curation

• Persona/behavior identification

• Content mapping

• Campaign story

• Authorship integration

• Optimizing stories

• Social sharing structured data

• Channel integration plan

• Platforms to support collaboration across channels

• Optimizing for channels

• Identifying roles in social (community management, etc)

• Influencer identification and outreach

• Define KPI’s

• Content influence

• SEO Influence

• Share of Voice

• Product Sales

Unify Silos with a Methodology Embrace a process/methodology that drives business objectives

& encourages role clarity and ownership

• Editorial calendars

• Optimization checklists

• Brand guidelines

• Copy guide

• Social media guide

• Partnership & role

• Quarterly content council

@SEOPollyAnna

Or This Methodology

@SEOPollyAnna

Marketing Stack

Create Timelines Specific to the audience: high level for executive

@SEOPollyAnna

Define Assets Know what you’re optimizing

@SEOPollyAnna

Video

Landing Pages

Images

Blog Posts

Channel-Specific Markup for assets such as Rich Pins

Schema Markup

Define Channel Priorities Prioritize your paid, owned & earned opportunities

@SEOPollyAnna

Create Collaborative Calendars Get strategic for Social & Search to thrive together

@SEOPollyAnna

Visualize with Content Pillars Integrate with content, search and social

@SEOPollyAnna

Define Influencer Outreach Build relationships & authority

@SEOPollyAnna

Nurture Relationships You can’t automate relationships (aka automation isn’t strategy)

@SEOPollyAnna

Nurture Your Personal Brand Establish topical/categorical authority

@SEOPollyAnna

Engage Media & Movements Define amplification opportunities

@SEOPollyAnna

Define Partnerships Research partners for curation & collaboration

@SEOPollyAnna

Alignment on KPI’s What does success look like?

@SEOPollyAnna

Collaboration Can Happen Dare might things

@SEOPollyAnna

We Thank You

@SEOPollyAnna

Don Draper Thanks You

@SEOPollyAnna

BONUS: Resources Strategy, marketing, social, PR, content assets, historical perspective & creativity

① Content Strategy for the Web Kristina Halvorson & Melissa Rach

② Cognitive Surplus Clay Shirky

③ It’s Not the How or the What but the Who Claudio Fernandez-Araoz

④ Epic Content Marketing Joe Pulizzi

⑤ Accelerate! Arnie Kuenn

⑥ Social Marketology Ric Dragon

⑦ Optimize Lee Odden

⑧ Social PR Secrets Lisa Buyer

⑨ From Gutenberg to Zuckerberg John Naughton

⑩ Made to Stick Chip Heath & Dan Heath

CPL Goal

@SEOPollyAnna

Enjoy the show!

Lisa Williams

Search Discovery

Director | Content Strategy & Marketing

@SEOPollyAnna

[email protected]


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