Marketing you can measure TM Social Media Optimisation With James Fairweather of Coast Digital. Wednesday, 14 th March 2012
Transcript
Social Media OptimisationWith James Fairweather of Coast
Digital.Wednesday, 14th March 2012Marketing you can measure TM
Social Media Optimisation Hello. A little bit about me. 5 Years
Agency-side Digital Strategy & Online Marketing Consultant SEO,
Social Media, Paid Search, Conversion Rate Optimisation, Affiliate
MarketingMarketing you can measure TM
Social Media Optimisation Who is this for? Marketers. With
in-house marketing teams or those that use an agency (or more) for
their Online Marketing activity, who want to understand how to use
Social media to: i) Have an impact on their SEO ii) Justify social
media investment based on the ROI through SEO.Marketing you can
measure TM
Social Media OptimisationDo ask questions as we go
along!Marketing you can measure TM
Social Media OptimisationSocial Media + Search Engine
Optimisation = Social Media Optimisation. Marketing you can measure
TM
Social Media Optimisation So what is it? What is SMO about?
Driving traffic to a website using social media. Ultimately using
Search and Social Media to increase your online visibility and
conversions.Marketing you can measure TM
Social Media Optimisation Social promotion of content generates
natural links According to Twitter, around 25% of all Tweets
contain a URL.Marketing you can measure TM
Social Media Optimisation Social networks drive traffic Someone
who is engaging with your social profile has already pre-qualified
themselves.Marketing you can measure TM
Social Media Optimisation Social networking increases online
brand presence When you combine your SEO and social media
marketing, youll create a much more powerful and comprehensive
online marketing strategy.Marketing you can measure TM
Social Media Optimisation Social promotion of content generates
natural links According to Twitter, around 25% of all Tweets
contain a URL. Social networks drive traffic Someone who is
engaging with your social profile has already pre-qualified
themselves. Social networking increases online brand presence When
you combine your SEO and social media marketing, youll create a
much more powerful and comprehensive online marketing
strategy.Marketing you can measure TM
Social Media Optimisation SEO What is it?Marketing you can
measure TM
Social Media OptimisationSearch Engine OptimisationImproving
sites, so that they are more visible in the organic results
fromsearch engines.Increased visibility, generating more of the
right kind of traffic.In turn, generating more enquiries and more
conversions. Marketing you can measure TM
Social Media Optimisation SEO.What is it?
Social Media OptimisationWhere do users click? Marketing you
can measure TM
Social Media Optimisation UK Search Engine Share February
2012Marketing you can measure TM
Social Media Optimisation SEO How did it work before Social
Media?Marketing you can measure TM
Social Media OptimisationMarketing you can measure TM
Social Media Optimisation SEO.Without links, the engines How
did it work before Social Media?might never find this page
Marketing you can measure TM
Social Media OptimisationGoogle looks at the neighbourhood a
site sits in.Looking at the quality of links to the site, Google
can assume a level of trust. SEO. How did it work before Social
Media? Marketing you can measure TM
Social Media Optimisation Google look at the neighbourhood a
site sits in.Looking at the quality of links to the site, Google
can assume a level of trust.
Social Media Optimisation SEO What is changing?Marketing you
can measure TM
Social Media Optimisation Google PandaMarketing you can measure
TM
Social Media Optimisation
Social Media Optimisation Googles Vince Brand UpdateMarketing
you can measure TM
Social Media OptimisationGoogles Brand Update
Social Media Optimisation Ultimately, Google are looking to
improve the results that they present to users.Marketing you can
measure TM
Social Media Optimisation Social MediaMarketing you can measure
TM
Social Media Optimisation Social Media Youre familiar with the
channels already.Marketing you can measure TM
Social Media Optimisation The term Social Media refers to the
use of web-based and mobile technologies to turn communication into
an interactive dialogue.Marketing you can measure TM
Social Media Optimisation What has been changing & how
fast?Marketing you can measure TM
Social Media Optimisation Why would social signals be good for
search engines?Marketing you can measure TM
Social Media Optimisation Why would social signals be good for
search engines?Marketing you can measure TM
Social Media Optimisation FreshnessMarketing you can measure
TM
Social Media Optimisation Freshness is a valid property of
online contentMarketing you can measure TM
Social Media OptimisationMarketing you can measure TM
Social Media OptimisationMarketing you can measure TM
Social Media OptimisationMarketing you can measure TM
Social Media Optimisation Into notes:Marketing you can measure
TM
Social Media Optimisation People trust human recommendations
and endorsement. If relevance is key to keeping Googles search
share, they have to adapt. 53% of people on Twitter recommend
companies and/or products in their Tweets, with 48% of them
delivering on their intention to buy the product. (ROI Research for
Performance, June 2010)Marketing you can measure TM
Social Media Optimisation How social and search are
amalgamating.Marketing you can measure TM
Social Media Optimisation 200 million twitter users. Over 750
Million active Facebook users. 25 million Google Plus users. Search
engines would have to be crazy to ignore this volume of
usage.Marketing you can measure TM
Social Media Optimisation Social as a Ranking Signal. We do
look at the social authority of a user. This can add a little
weight to a listing in regular search results. Yes, we do use it as
a signal. It is used as a signal in our organic and news rankings.
The purpose of any ranking signal is to improve overall search
quality. For +1s and other social ranking signals, as with any new
ranking signal, well be starting carefully and learning how those
signals are related to quality.Marketing you can measure TM
Social Media Optimisation there are 200 million twitter users.
search engines would be crazy to ignore this kind of volume.
Social Media Optimisation What are the effects of this
cross-over now?Marketing you can measure TM
Social Media Optimisation What are the effects of this
cross-over now?Marketing you can measure TM
Social Media Optimisation Search engines are open about using
likes, tweets and social endorsements as ranking signals. New
content gets indexed more quickly. If content is relevant in the
social space, it can rank much more effectively. More difficult to
game - as a result the quality of search results will improve.
Google are customising search result to you based on your social
circles.Marketing you can measure TM
Search Plus Your WorldGSPYW is Googles firstversion of social
enhancedsearch. It incorporatesdifferent interactions fromthe
Google+ users in yourcircles.These range from URLs thathave been
+1d to postedcontent on Google+ itself.Anything marked with
thisicon is a personalisedresult:Marketing you can measure TM
What is Search, plus your world?Google+ content from your
circlesMarketing you can measure TM
What is Search, plus your world?Related people and
pagesMarketing you can measure TM
Social Media Optimisation What will happen in the
future?Marketing you can measure TM
Social Media OptimisationSocial media has grown so quickly
thatGoogle have to play catch-up to ensurethat they are returning
users the mostrelevant content.It is likely that human
endorsementfactors will overtake traditional linkbased ranking
factors.Results are more likely to be based onreal-time noise and
activity. Marketing you can measure TM
Social Media Optimisation What can you do now? and why should
you do it?Marketing you can measure TM
Social Media Optimisation On your site: Blogging make content
people want to share. Social buttons make it easy to share. Viral
or simply shareable content create a stir.Marketing you can measure
TM
Social Media Optimisation Social ButtonsMarketing you can
measure TM
Social Media Optimisation Social ButtonsMarketing you can
measure TM
Social Media Optimisation But dont overdo it.Marketing you can
measure TM
Social Media Optimisation Viral Content Over 5000 inbound links
resulting in a the top video ranking for blenderMarketing you can
measure TM
The InfographicMobile app vs. Mobile web.
The InfographicWhere is Google making their money?
Social Media Optimisation On social networks Optimise your
content for visibility & use keyword targets Twitter -
hashtags, look at whats trending, and link to relevant
contentMarketing you can measure TM
Video Optimisation Social Media Optimisation
Social Media Optimisation What can you do? Takeout
tipsMarketing you can measure TM
Social Media Optimisation Register all social profiles. Much
easier than trying to reclaim them later Build up the most valuable
ones for your brand - for example, LinkedIn is more relevant for
many b2bs and service providers than Facebook right now. Inter-link
profiles where appropriate. (Pass link weight) Optimise your posts,
videos & social profiles with keywords, brand terms and links
to your content.Marketing you can measure TM
Social Media Optimisation Add a blog & social buttons &
put together a content strategy. Content is king! It will continue
to be! Using social media for link building - target your followers
with crafted link- bait. with the right analysis, link building
tactics can be much more targeted. Dominate brand search for your
own brand name. This is great for reputation management
too.Marketing you can measure TM
Dominate brand and not domaine examples.
Dominate brand and not domaine examples.
Social Media OptimisationMeasuring itAt an early stage, set
objectives specifically for SEO alongside your main Social
objectives. Obtain retweets, Shares, Likes, Generated links,
Traffic driven through social channelsReport, measure and react to
how these perform over time. Marketing you can measure TM
Social Media Optimisation Good Search Strategy is all about
Engagement As you begin to look into Social Media Optimisation more
deeply, you start to become a lot more connected with your
audience. Even if you began with an obsession around search engine
rankings, If you do this correctly, youll end up being obsessed
with your clients wants, needs and thoughts.Marketing you can
measure TM
Social Media Optimisation To wrap up...Marketing you can
measure TM
Social Media Optimisation As a live example; well use this set
of slides as a part of our own marketing campaign.Marketing you can
measure TM
Social Media Optimisation Slides onto SlideShare. YouTube
webcast. Post excerpts onto twitter. Publish and share on LinkedIn
& through groups. Add posts to our blog on site. Post tweets up
with relevant hashtags #socialmedia #SEO #SMO and sharewith our
followers.Support the publication of upcoming guides and
whitepapers.
Social Media OptimisationFrom this activity, we will be aiming
to;1. Generate links back to our site.2. Boost the visibility of
our social platforms.3. Gain relevant, targeted traffic to our
site.4. Engage in more conversation within the industry.5. Build
further recognition for our brand through improved search
results.
Social Media Optimisation One More thing...Marketing you can
measure TM
Social Media OptimisationPrivate LinkedIn group for this
session for Q&A, http://linkd.in/smogroupWeve also got a free
Social Media guide for business. If youd like a copy,connect with
us
[email protected]/jamesfairweathertwitter.com/j_fairweatherAll
these links will go up on our blog on the Coast Digital site later
so dontworry if you miss them. Marketing you can measure TM