cornell digital marketing presentation

Social Media & Customer Acquisition02/18/13

Agenda

The Web as a Way of “Knowing”

The Value of Social Media

Customer Acquisition Through Engagement

How to Keep Up

Introduction

Clay Cazier - Sr. Director, Search at PM Digital (NYC)http://www.linkedin.com/in/ccazier @jclayc http://blog.pmdigital.com/author/claycazier

Background? Desktop publishing (‘95) to web dev (’96+) to

SEO (’98+) to Social Media (’09+) across healthcare, travel,

legal and retail verticals

School? Philosophy, Biology & Social Media

Loves? My family, pets & being a terrible mechanic

What do I do at PM Digital, really? Assess SEO & social

media presence of big brand clients to recommend tactics that

will measurably add incremental traffic & revenue. Named to Crain's New York 50 Fastest-Growing Companies

eTail Best In Class: Search

PM Digital: 22 Years in Business 275 Experts 9 Offices $250 M Media Buying Power

The Web as a Way of Knowing

Knowing

The web is a mechanism for people to understand

the world.

Could the history of epistemology (study of

knowledge) help us understand the web & social

media?

Web 1.0 – pre-Socratic… 90s search engines

Web 2.0 – social and data dialogue… 00s Google & API mashups

Web 3.0 – semantic or pragmatic… Google’s Knowledge Graph

Environment

Local Results

Paid Search

Mobile

“Natural” SEO

Environment

Reviews & Rich Snippets

Social Media

Video, Image &

News Results

Environment

Organic

Media (image/audio/video)

Social Media: Social Bookmarking (Pinterest, StumbleUpon, Delicious, etc.)

Social News (Reddit, Digg, HackerNews, Newsvine, etc.)

Social Networks (Facebook, Google+, LinkedIn, Ning, Foursquare, Yelp, etc.)

Social Content (YouTube, Instagram, Flickr, Scribd, DeviantArt, etc.)

Social Profiles (LinkedIn, Google+, MySpace, MyLife, etc.)

Blogging (Blogger, Wordpress, TypePad, etc.)

Microblogging (Twitter, Tubmlr, identi.ca, etc.)

The Value of Social Media

Social Media as a Sales Funnel Likes, followers, and referral traffic join general brand awareness as the

first way to measure social media. This is less a valuation method than it is a way to segment, understand

and prioritize what will drive cross-channel, lead, and revenue generation KPIs.

Artwork: getsatisfaction.com

Make Aware

EducateEngage Convert

Reverb

Influence

“Noise”

Social Media as a Sales Funnel With this understanding, we can begin to identify and segment

common social media KPIs into a value structure.

Awareness & Education• # of brand

searches• # of visits• # of followers,

subscribers, etc.

Engagement• # of page likes• # of retweeted

posts• # of shares• # of inbound links• # of mentions• # of comments• # and quality of

ratings

Conversion• # of store visits• # and AOV of

purchases or donations

• # of email addresses acquired

• # of forms submitted (lead gen)

• # of downloads• Event Attendance

Lead Generation / Revenue GenerationStep 1: Confirm proper analytics tracking is in place

Step 2: Create a dashboard to pull in key metrics:

Unique visitors from each social channel

Network reach within each social channel (# followers, friends, likes, members, etc.)

Quantity of commentary within social channel

Rate of interaction (xxx’s post frequency and timing, response frequency and timing, etc.)

Step 3: Compile benchmark data or run benchmark campaigns to collect:

Site conversion metrics

Conversion rate by top five referring URLs

Conversion rate by social media referral

Step 4: Micro and macro analysis:

Campaign ROI

Channel ROI

Pending Proposal ROI

Social Media Leads

Conversations

Visitors

Content

Leads Processed

DIRECT WAYS SOCIAL MEDIA IS USED IN SEARCH • SEO: Rankings given to Google+ posts

• SEO: Personalized rankings (Example: an article will appear on page one based on Google+ social data for the logged in user. That article would not appear on page 1 without social. )

• SEO: Higher brand-related share of voice via social profile development (Example: a brand’s Wikipedia page or LinkedIn profile bumping Amazon’s profile of a brand off page one.)

• SEO: Net new rankings for brand blogs and blog posts (blogs are considered “social” because of the user generated content aspect)

• SEO: Net new rankings for YouTube videos

• SEO: Improve current rankings’ CTR via social annotations & personalization (Example: +1s increase existing SEO rankings’ CTR)

• SEM: Google +1 annotations, reviews, and other social extensions improve AdWords click through and conversion rates.

• SEM: For brands with local branches, Google+ Local data also provides targeting for increased conversion.

• SEM & SEO: Socially-derived keyword research can supplement existing sources.

Social Signals’ Direct Influence on Search

INDIRECT WAYS SOCIAL MEDIA INFLUENCES SEO KPIs• Trust: social media signals are used

much as incoming links have traditionally been used in Google’s algorithm to establish the visibility and sentiment surrounding a brand, site or web page.

• Relevance: social media signals are used to establish relevance of a brand or page to specific keywords. (Examples: Google+ citations of an article can have different titles and descriptions – a source of relevance. Facebook tabs are indexed by Google, giving relevance.)

• Freshness: rank new articles quickly & with added relevance. (Example: breaking news stories are discovered and surfaced quickly when social media (G+) is used as a distribution source. G+ has been likened to a new type of “express submit”.)

• Freshness: re-surface buzz-worthy, existing content (Example: “fiscal cliff” and Ted Nugent articles re-surfaced)

Social Signals’ Indirect Influence on Search

(1) http://blog.searchmetrics.com/us/2012/06/07/us-and-uk-seo-ranking-factors-2012

Customer Acquisition Through Engagement

Customer Acquisition through Engagement

In digital marketing (particularly social media), customer acquisition comes through engagement.

1. set benchmarks & define goals

2. define target audiences & select channel(s)

3. build a content calendar for each target audience

4. publish & engage each target audience

5. drive to a measurable success event(s)

6. remarket/reactivate

In Action: Finding Ways to Engage

Google tools Google Search; Google Adwords & YouTube keyword tools; Google

Insights; Google Trends

Bing/Yahoo! tools Bing Keyword Tool

Facebook tools Facebook.com/Advertising

Twitter tools Twitter search; FollowerWonk.com; Hashtags.org;

Other tools Native site search; SocialMention.com; seoMoz Pro; semRush.com;

GoFish; KeywordSpy;

In Action: STIHL USA STIHL combines German design and American innovation to produce the

number one selling brand of chain saws and a full line of outdoor power tools.

In less than 18 months, PM Digital built STIHL USA’s Social Media presence: Facebook: 137,000 Likes

Facebook Contest App: 500 Emails Captured Facebook Ad Campaign to drive “Likes” and

Contestants Content Strategy, Visual Branding, Strategic

Linking Twitter: 9,000 Followers

Twitter Ad Campaign to Increase Followers Strategic Linking and Visual Branding

Consultation YouTube: 1,700 subscribers/ 1,095,341

Video Views SEO Optimization of Videos YouTube Ad Spending Content Curation and Repurposing Strategy

STIHL USA Blog Editorial Strategy including Guest Experts, DIY

Tips Strategic Linking to Lead Gen Pages and Dealers Visual Branding

How to Keep Up

Strategically MediaPost OnlineMediaDaily (

http://www.mediapost.com/publications/online-media-daily/)

Mashable (http://mashable.com/) & Techcrunch (http://techcrunch.com/)

LinkedIn groups, Forbes, WSJ, NYT, etc.

Google Labs (http://code.google.com/labs/)

Generally http://insidesearch.blogspot.com/

http://googlewebmastercentral.blogspot.com/

Industry pundits Matt Cutts (http://mattcutts.com/blog/)

seoMOZ (http://www.seomoz.org/blog)

Occam’s Razor (http://www.kaushik.net/avinash/)

Search Engine Land (http://searchengineland.com/)

Thank You

Clay Cazier is Senior Director, Search Strategy for PM Digital. His resume includes more than 14 years of web development and search engine optimization experience, including successful ventures in travel, legal & retail verticals. Clay’s role at PMD is to provide the strategic foundation, best practices and business support needed to craft successful digital marketing campaigns for PMD’s clients.

ccazier@pmdigital.com(212) 405-1923@jclayc

5 Hanover Square

New York, NY 10004

www.pmdigital.com

cornell digital marketing presentation

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