my sempdx takeaways. planning keywords – understanding query type informational navigational...

My semPDX Takeaways

Planning Keywords – Understanding Query Type

• Informational

• Navigational

• Transactional

Informational searching involves looking for a specific fact or topic

A study of 1.5 million search queries found 80% of searches can be classified as informational, 10% transactional, and 10% are navigational. [Source: Penn State via Search Engine Land, March 2008]

Transactional searching looks for information related to buying a particular product or service

Navigational searching seeks to locate a specific web site

Informational

Determining Commercial Intent

Transactional

Navigational

Opposition: What is the Keyword Difficulty?

Getting Your Company Ready

@bryanrhoads

Customer Profiles:

Profile of customers and where they are online

How customers use social technologies

Environmental Assessments:

Customer complaints, needs, desires

Competitors – who’s leading/lagging, emerging, not present?

Social Audits

Who’s doing what? Employees, teams, support?

Opportunities, talents, leaders?

Social Readiness Steps

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RenRen

Policies & Guidelines Corp policies, Social Media guidelines,

moderation, community etiquette

Training & Education Internal & External

Communications Internal communities, Backplanes,

Newsletters

Exec packages

Culture & Mindset Exec and employee mindsets, type of

business/industry, regulatory climate


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Roles & Responsibilities Social Strategists, Community Managers

Developer teams, Internal Evangelists, Agencies, Advocates

Stakeholders HR, Legal, Privacy, Execs, product

teams, support, etc. etc. etc.

Monitoring & Reporting Alerting, Influencers, listening tools

Social and Web Analytics

Social Crises preparedness – who does what, when and contingency plans


8@bryanrhoads

Intel Social Media Litmus Test1. Be Useful - is there clear value to the user?2. Be Interesting - messages need to be interesting to be shared3. Be Human - the Internet is made up of people. people matter. this includes

you.4. Scratch an Itch - solve problems. provide a service. create public goods.5. Social Design - encourage social actions (share, RT, Like, video reply, spawn

offline actions)6. Unadvertising - don't sell or shill - solve problems, enlighten, share7. Be Snackable - create short, discoverable touch points for social life-stream8. Cater to Egos - help users look smarter9. Build Trust & Community - be "we" and inclusive. Build connectedness.

Enable the next 1 Billion users10. Inspire - does it inspire you? If it doesn't... why would it inspire others?

@bryanrhoads

© Matt McGee, 2010.

Five Steps to SuccessFive Steps to SuccessFive Steps to SuccessFive Steps to Success

@mattmcgee@mattmcgee@mattmcgee@mattmcgee © Matt McGee, 2011© Matt McGee, 2011




Helps Any Strategy

Increasing Sales/Leads

Brand Awareness

Improving Customer Service

Establishing Authority / Trust




Smart Ideas: Editorial calendar

Variety of posts/articles

Analytics & keyword research = ideas

Write short, electric headlines

Make it social media-friendly




Track Results

What to measure?

• Traffic / Impressions• Ranking• Fans / Followers / Likes• Mentions• Goals• Leads:

– Forms– Phone calls– CTA for in-store (e.g. Coupons, Specials, Etc.)

Monitoring: Free• TweetBeep

– Keep track of conversations that mention you, your products, your company, anything, with hourly updates!

• Twe.pe– Instant @mention e-mail alerts

If someone mentions you on Twitter, you'll get mail a few seconds later.

• SocialMention– Social Mention is a social media search and analysis platform that

aggregates user generated content from across the universe into a single stream of information.

• Google Alerts– Google Alerts are email updates of the latest relevant Google results

(web, news, etc.) based on your choice of query or topic.• Alerts also available from Yahoo & Bing

Customer Considerations

Customer Considerations

http://google.com/maps/place?cid=3291747407840809159

&dtab=2&action=openratings&ct=write-review

http://google.com/maps/place?cid=3291747407840809159

my sempdx takeaways. planning keywords – understanding query type informational navigational...

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social media guidelines

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