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Integrating Social
Media With Digital
Marketing to Drive
Sales
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2 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
First 5 people to tweet me
@milestonemktg
using the hashtag
#smtravel14
get a St. Paddy‟s day pin!
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3 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Agenda
Setting social media goals
Evolution of search algorithms
Impact of social on search
Hummingbird
Integrating social into on-page strategies
Using tools for automation
Case study: Hotel Nikko
Key takeaway
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Milestone at a Glance
Drive online revenue and profitability for our clients
Silicon Valley ~ Chicago ~ India ~ 150 employees ~1400 hotels
Digital marketing software and services for hospitality
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Setting Social Media Goals
Goals should be tied to
a revenue strategy
“„Engagement‟ is not a
metric, it‟s an excuse”
–Avinaush Kaushik
Website traffic, lead
generation and sales
should all be at the top
Source: Content Marketing Institute
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Recent Evolution of Search Algorithms
Algorithm updates
Algorithm overhaul
Search
Results
Socially relevant
Geo-local
Vertically focused
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Impact of Social on Search
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No Impact of Social Connections?
“You have this many followers on
Twitter or this many likes on
Facebook…we don‟t currently have
any signals like that in our web search
ranking algorithms.”
-Matt Cutts, 1/22/14
Source: http://www.youtube.com/watch?v=udqtSM-6QbQ
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But…Enter Hummingbird
Enables Google to understand identity and
social connections between
people
-Danny Sullivan, 11/11/13
“[Over a multi-year span]
we're more likely to
understand identity and to
understand the social
connections between
people.”
-Matt Cutts, 1/22/14 Sources: http://searchengineland.com/what-everybody-missed-about-hummingbird1-176031 http://www.youtube.com/watch?v=udqtSM-6QbQ
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Integrating Social and On-page:
Microdata
Passively create a rich user
experience when people talk
about YOU on their social networks
Open Graph protocol
Twitter Cards
Pinterest Rich Pins
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11 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
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Missing Open Graph Tags
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13 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
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Google+: Update Launched 3/13/14
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Missing Twitter Cards
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16 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
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Missing Pinterest Rich Pins
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18 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
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Social Tools: In-house or External?
SEO friendly scheduling
Enable collaboration across departments
Meaningful analytics
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Case Study: Hotel Nikko
Facebook Benefits Beyond Likes
Facebook stats
395 unique entries
13% increase in Fans (non-paid)
Web stats, 6 weeks post sweepstakes
0.45% Visits
20.03% Visits via social referral
Social referral traffic clicks to booking at a 5% higher rate than all traffic
Additional future benefits
Email marketing
Demographic targeting options for PPC campaigns
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Key Takeaway: Integrate Social with
Total Digital Plan to Drive Revenue
Measure & report
Deploy
individual channel
strategies
Create
content marketing
strategy
Share across
the
organization
Define goals