1. Raising the Visibility of Your BrandIntegrating SearchMarketing and Social Media

2. Is your digital marketing working hard enough? 3. Dont bury your head in the sand Things have moved on Social Media and SearchMarketing should no longerbe treated as separateactivities. 4. Digital channels work harder when they work together 5. The website is dead: Long live the multi-channel digital eco-system 6. Content is the key tosuccess 7. Together theymake your brand more visible insearch 8. Paid media have a role too 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. Encourage positive socialfeedback and drive sales 11. Its important to respond helpfully tonegative feedback too 12. Positive Enhancedperceptions findability Customer Better advocacy conversion 13. The evolution ofsocial search 14. Search engines have comea long way since 1998 15. It used to be about spiders 16. And clever SEO Ninjas 17. But the internet filled up with junk 18. Socialmedia changedeverything 19. Google Panda was born.... 20. Then there was Penguin! 21. Search got social 22. Or is thatso.cl 23. It got local too. 24. People matter more than ever 25. mobile search is increasinglyimportant for brands... 26. How social fits intosearchIn simple terms... 27. The key factors that influence rank? Hat tip to Search Engine Land! 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. 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. 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. 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. An example... 33. London Business SchoolReading Room helped LBS set up a framework for developing rich targeted content and using it to engage students,alumni, prospects and the wider business community using an integrated set of social media channels. 34. London Business SchoolLets take LondonBusiness School No.1 for their brandterm But thats not all... 35. London Business School Places listing links toGmaps If logged in then thisgoes to Google+ Local Reviews attached tousers G+ account 36. London Business SchoolSocial Profiles Twitter, Facebook andYoutube channelsprominently displayedin search results 37. London Business School Google + posts alsodisplayed in RHC Blog Posts, videos,images and slidepresentations also rankwell 38. So how can all thiswork for your brand? 39. Listen first,speak later! 40. Develop your marketing infrastructurehttp://mashable.com/2011/08/31/social-media-crisis/ 41. Start thinkinglike a publisher! 42. Image credit:http://sailingscuttlebutt.blogspot.co.ukAnticipate your audiences needs 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. Talk about the subjects you wantto be found for. 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. Keep it fresh 47. And dont forget it is a two wayconversation 48. The social cycle 49. Create GetcontentApply somemainstreamtraditional worthmediaPR exposuresharingObtain WOMShare inGet morereviews, socialsocial media adding tonetworks followersSEO and reputationSocialrankings Get inboundincreaselinks Success!SEO 50. So whos done it?Meet Dollar Shave Club 51. Razor blades sent to yourhome for $1 a month 52. Create contentworth sharing 53. Share in socialnetworks 54. Social rankingsincrease SEO 55. Get inbound links 56. Get more socialmedia followers 57. Apply sometraditional PR 58. Get mainstreammedia exposure 59. Obtain WOMreviews adding to SEO andreputation 60. Success! 61. ToolsMaking the most of social & search 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. The tools of the tradeSEOSocial media Engagement analysis monitoringsupportSocial media Content analytics aggregation 64. SEOanalysis 65. http://opensiteexplorer.org 66. http://seomoz.org 67. Social media monitoring 68. http://visibletechnologies.com 69. http://socialmention.com 70. http://google.com/alerts 71. http://twentyfeet.com 72. Engagementsupport 73. http://namechk.com 74. http://knowem.com 75. http://friendorfollow.com 76. http://tweriod.com 77. http://bufferapp.com 78. http://disqus.com 79. http://blogdash.com 80. http://sproutsocial.com 81. http://vitrue.com 82. Social media analytics 83. http://tweetreach.com 84. http://crowdbooster.com 85. http://socialbakers.com 86. http://klout.com 87. http://kred.com 88. Contentaggregation 89. http://hootsuite.com 90. http://google.com/reader 91. ThanksAny questions?