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September 27, 2011
SEO and Social (mini) Audit MassTLC Breakfast Seminar
Agenda
• Why Social• The Social Funnel• 5 Steps to Building and Growing Your Social Funnel
• Scribe Software Audit• Social Conversation Audit• Search Engine Optimization• Key Questions
• Q&A
2
Business Adoption of Social
3
Social and Sales
Via SocialMediaExaminer.comVia SocialMediaExaminer.com4
Social Is Changing the Game
5
Marketing Has Changed
6
B2B Audience and Social
7
Hello to the Social Funnel
8
Inside the Social Funnel
9
5 Steps to Building and Managing the Social Funnel
10
Before You Begin with Social
• Always start by asking:• Is social important to my industry?• How relevant are digital conversations to my industry
and target buyers?• What would be the value for my company if we
engage with social?
11
Step 1: Social Reach
Company Facebook Twitter LinkedIn Blog Forums
Scribe 458 1,058 297 Yes, twice monthly Yes
Informatica 1,781 4,530 6,212 Knowledge Center Yes
Boomi no 1,245 131 Yes, once monthly No
SnapLogic Personal profile
529 169 Yes, frequently Self-service portal
Pervasive 86 1,103 247 5-6 times/month Yes
Cast Iron no 563 222 no User support
JitterBit 17 791 75 3-4 times/month Yes
BizTalk 687 555 2,477 Yes, inactive over 1 year
Yes
Source: Scratch M+M 13
Social Reach and Passion
Brand Scribe BizTalk Infor-matica
Boomi SnapLogic
Pervasive Cast Iron
Jitter Bit
Strength 1% 11% 21% 8% 3% 1% 1% 1%
Reach 14% 28% 33% 28% 15% 17% 18% 12%
Passion 34% 45% 39% 64% 64% 41% 30% 49%
Legend: Strength: the likelihood that your brand is being discussed in social mediaReach: # of unique authors mentioning your brand vis-à-vis total mentionsPassion: likelihood of individuals talking about your brand who will do so repeatedly
Source: SocialMention.com 14
Step 2: Social Conversations
• Exploring data integration-related conversations going on within the last 30 days across all digital media channels – Microblogging (Twitter, Tumblr), Facebook, Forums, blogs, mainstream media sites, etc.
15
Scan Setup
• Keywords used:• Microsoft Dynamics CRM • Dynamics CRM • Data migration• Data integration• Data migration tools• ERP integration• Data migration strategy• Data integration tools• Data migration tool
• Data migration best practices
• Data migration process• CRM data integration• CRM data migration
manager• CRM data migration• Dynamics CRM data
migration• Dynamics CRM data
integration• CRM data application• Dynamics CRM data
application
16
Who Owns the Digital Conversation: Main Competitors
7321
154
62
Source: Radian6 17
Digital Conversations: Competitors (cont.)
26
62
72
388
Source: Radian6 18
Share of Digital Voice (without Microsoft Dynamics)
26
72
388
26
8
89
210
Source: Radian6 19
Scribe Mentions by Media Type
Source: Radian6 20
Influencers: Blogs
• http://www.crmsoftwareblog.com
• http://www.webfortis.com/
• http://www.erpsoftwareblog.com/
• http://msdynamicnavblog.blogspot.com/
• http://community.dynamics.com
• http://mshelp.be/
• http://blog.customereffective.com/
Source: Radian6 21
Influencers: Twitter
• @hubspot• @GoodCRM• @CRMSoftwareBlog• @martintenvoorde• @MSFTDynamicsERP• @RoseBusinessSol• @briansolis• @MSDynamicsCRM• @SteveLevine1• @TechAssoc• @TechZader• @reijunkie
• @RDCushing• @NewTechBooks• @TheVCF• @HECRMGuru• @RoseASP• @infuseme• @crepigsite• @nextactioncoach• @TwiterPreneur• @rwang0• @BenHosk• @skcom71
Source: Radian6 22
Step 3: Social Content
• What’s working:• Educational white papers: • Webinars with opinion
leaders: • Product demos• Health checks• Events and conferences• Social tools
• Blogs, Forums, Customer Portals, Twitter, LinkedIn, limited Facebook
23
Top Social Info Sources for B2B Buyers
86% of B2B professionals use social media to make purchase decisions:
Base: 645 IT decision-makers at firms with 100 or more employees in the US and Western EuropeSource: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers
24
Step 3: Key Social Content Metrics
25
Step 4: Capturing Intent - SEO
• Understanding what your target audience is trained to search for and optimizing for that content
Search Engine Optimization
Language and Assets
Technical,Design and Site
Architecture
Linking and Freshness of Content
26
Keyword Selection Framework: The Golden Middle
Long tail keywords are great when used as synonyms in the body text.
The art of keyword selection lies in discovering the balance between high-traffic and long-tail keywords
27
SEO Management and Reporting Tools
28
SEO Competitive Audit
Scribe* BizTalk Boomi Snap Logic
Pervasive Cast Iron
JitterBit
Infor-matica
Site Grade
92 20 96 95 73 89 92 98
Linking Domains
325 199 513 231 23 276 226 1,737
Blog Score
60 N/A N/A 94 94 N/A 60 95
MOZ Rank
5.1 3.4 5.5 5 4.2 5.3 5.5 5.9
Source: Hubspot Website GraderScribe Soft launched an updated website in September – data incomplete
29
SEO Best Practices
The Art of the Landing Page
30
Scribe Questions
• What are my competitors doing that I can learn from?• Being a resource, using educational tools, opinion leader
relations
• Emerging platforms, e.g. Google +, Forums, and their effectiveness with target groups?• Data integration segment: slow adopters of social platforms with
few exceptions
• What content best practices should Scribe adopt –niche focus or broader category awareness?• It all depends
• How are leading tech companies using social channels – as destinations or to promote their news and products?• Those who build destinations and focus on educating win over
those who talk at customers
31
Step 5: Measuring Social
32
33
Questions?
34
Contact Info
• Lora Kratchounova, Principal, Scratch Marketing + Media
Social Marketing Services for Tech and Health IT Cos
www.scratchmm.com
@ScratchMM
• Sal GilibertoMarketing Programs Manager, Awareness Inc.
Social Media Marketing Software
www.awarenessnetworks.com
@sgiliberto
35