1. 1. Raising the Visibility of Your BrandIntegrating SearchMarketing and Social Media
2. 2. Is your digital marketing working hard enough?
3. 3. Dont bury your head in the sand Things have moved on Social Media and SearchMarketing should no longerbe treated as separateactivities.
4. 4. Digital channels work harder when they work together
5. 5. The website is dead: Long live the multi-channel digital eco-system
6. 6. Content is the key tosuccess
7. 7. Together theymake your brand more visible insearch
8. 8. Paid media have a role too
9. 9. Paid media have a role tooPay Per Click advertisingshould play a part Search PPC enhancesvisibility, especially incompetitive search markets Target key product terms Defend your brand terms Social PPC drivesinteractions with your contentTarget key behaviouralsegmentsTarget friends of fans
10. 10. Encourage positive socialfeedback and drive sales
11. 11. Its important to respond helpfully tonegative feedback too
12. 12. Positive Enhancedperceptions findability Customer Better advocacy conversion
13. 13. The evolution ofsocial search
14. 14. Search engines have comea long way since 1998
15. 15. It used to be about spiders
16. 16. And clever SEO Ninjas
17. 17. But the internet filled up with junk
18. 18. Socialmedia changedeverything
19. 19. Google Panda was born....
20. 20. Then there was Penguin!
21. 21. Search got social
22. 22. Or is thatso.cl
23. 23. It got local too.
24. 24. People matter more than ever
25. 25. mobile search is increasinglyimportant for brands...
26. 26. How social fits intosearchIn simple terms...
27. 27. The key factors that influence rank? Hat tip to Search Engine Land!
28. 28. The key factors that influence rank?Things that undermine your ranking Poor quality content Over optimised content Duplicate content / URLs Spam and paid for links
29. 29. The key factors that influence rank? Things on your site that support your ranking Good quality content Fresh content Titles, URLs Schemas Technical Setup Performance
30. 30. The key factors that influence rank?Things off your site thatsupport your ranking Authoritative links Local relevance Social mentions Shares, +1s andcirclingThis is where socialcomes in.
31. 31. Dont get overexcited! Social is not a magicbullet for your SEO It drives new links andsocial mentions It keeps your brandfront of mind And increases yourvisibility in searchrankings
32. 32. An example...
33. 33. London Business School Reading Room helped LBS set up a framework for developing rich targeted content and using it to engagestudents, alumni, prospects and the wider business community using an integrated set of social media channels.
34. 34. London Business SchoolLets take LondonBusiness School No.1 for their brandterm But thats not all...
35. 35. London Business School Places listing links toGmaps If logged in then thisgoes to Google+ Local Reviews attached tousers G+ account
36. 36. London Business SchoolSocial Profiles Twitter, Facebook andYoutube channelsprominently displayedin search results
37. 37. London Business School Google + posts alsodisplayed in RHC BlogPosts, videos, imagesand slide presentationsalso rank well
38. 38. So how can all thiswork for your brand?
39. 39. Listenfirst, speaklater!
40. 40. Develop your marketing infrastructurehttp://mashable.com/2011/08/31/social-media-crisis/
41. 41. Start thinkinglike a publisher!
42. 42. Image credit:http://sailingscuttlebutt.blogspot.co.ukAnticipate your audiences needs
43. 43. Make your content spreadableBe relevant and create valueIf I like your content its not because I like your brand its because I like my friends.Henry Jenkins Spreadable Media
44. 44. Talk about the subjects you wantto be found for.
45. 45. Where to start when creating content Start with objectives! Who are you trying to reach? What are you trying to achieve? Where does it fit in the journey? What format is best? What do you want them to do? How will your content support this?http://blog.eloqua.com/the-content-grid-v2/
46. 46. Keep it fresh
47. 47. And dont forget it is a two wayconversation
48. 48. The social cycle
49. 49. Create Getcontent Apply somemainstream worth traditional PR media exposuresharingObtain WOMShare inGet morereviews, socialsocial media adding tonetworks followersSEO and reputationSocial Get inbound rankingslinks Success!increase SEO
50. 50. So whos done it?Meet Dollar Shave Club
51. 51. Razor blades sent to yourhome for $1 a month
52. 52. Create contentworth sharing
53. 53. Share in socialnetworks
54. 54. Social rankingsincrease SEO
55. 55. Get inbound links
56. 56. Get more socialmedia followers
57. 57. Apply sometraditional PR
58. 58. Get mainstreammedia exposure
59. 59. Obtain WOMreviews adding to SEO andreputation
60. 60. Success!
61. 61. ToolsMaking the most of social & search
62. 62. The challengesHow do I assess What are people Social search saying about mypublishing is performance?brand? hard work!How do I keepWhich content track of works and why? everything?
63. 63. The tools of the tradeSEOSocial media Engagement analysis monitoringsupportSocial media Content analytics aggregation
64. 64. SEOanalysis
65. 65. http://opensiteexplorer.org
66. 66. http://seomoz.org
67. 67. Social media monitoring
68. 68. http://visibletechnologies.com
69. 69. http://socialmention.com
70. 70. http://google.com/alerts
71. 71. http://twentyfeet.com
72. 72. Engagementsupport
73. 73. http://namechk.com
74. 74. http://knowem.com
75. 75. http://friendorfollow.com
76. 76. http://tweriod.com
77. 77. http://bufferapp.com
78. 78. http://disqus.com
79. 79. http://blogdash.com
80. 80. http://sproutsocial.com
81. 81. http://vitrue.com
82. 82. Social media analytics
83. 83. http://tweetreach.com
84. 84. http://crowdbooster.com
85. 85. http://socialbakers.com
86. 86. http://klout.com
87. 87. http://kred.com
88. 88. Contentaggregation
89. 89. http://hootsuite.com
90. 90. http://google.com/reader
91. 91. ThanksAny questions?