Digital Marketing: SEM and Social Media

Will Taliaferro, PartnerGMMB

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What We’ll Cover Today

• The Changing Media Landscape• Analytics• Search Engine Marketing (SEM)

– Search Engine Optimization (SEO)– Paid Advertising

• Social Media Marketing

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The Media Landscape Has ChangedAudiences are fragmented and hyper-connected

Yesterday Today

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-20.0%

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%Percent Change in Audience 2009-2010

Online

Local TV Network TV Newspapers Audio Magazines Cable TV

Audiences Turn to the Web

Pew Research Center’s Project for Excellence in Journalism, The State of News Media 2011

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You must understand where you are before you can set goals where to go.

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Analytics

What is Web Analytics?

The measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

“On the Internet, no one knows you’re a dog.”

What is Google Analytics (GA)?

A FREE “enterprise-class” web analytics solution that gives you rich insights into your website traffic and marketing effectiveness.

EASY TO USE!

GA Answers Difficult Questions• How are visitors using my site?• How can I make my marketing campaigns more

effective?• Am I creating effective content?• Where and why are visitors leaving my site?• How do I improve site interaction?

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GA Provides Valuable Data

• Number of visitors• How long visitors spend on your site• Popular and problem pages• Search engine keywords being used to

find your site• Referring website traffic• Conversion data (how many are actually

becoming members!)

Dashboard

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VisitorsCan see where visitors are from, what language they speak, how frequently the visit, browser and network capabilities, etc.

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Visitors: Map OverlaySee where visitors are coming from: worldwide, continent, country, state and city.

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Visitors Browsers

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Traffic Sources

3 buckets of traffic:• DIRECT – Typed/Bookmarked,

Email Signature, Direct Click

• REFERRING – From a 3rd party site: Facebook, Twitter, etc

• SEARCH ENGINES – From Google, Yahoo!, etc.; this includes paid or unpaid

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Traffic: Referring

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Content: Top Content

• Displays most visited pages by URL• One of the most insightful reports

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Traffic: Keywords

• Paid and organic keywords that are driving traffic to your site.

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So…use analytics to establish your baselines, set goals and go get new people!

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Search Engine Marketing

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Why Is It Important?

TRAFFIC!• The higher a site appears

in the search results list, the more visitors it will receive from the search engine.

• The more keywords/phrases the site is optimized for the more opportunities for driving traffic.

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Organic

Search term

Natural/Organic Search Results

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Search Engine Optimization (SEO)

The process of improving the volume or quality of traffic to a web site or a web page via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to search engine marketing (SEM) which deals with paid inclusion.

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Paid Advertising

Search term

Paid AdvertisingSponsored Links

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Paid Search

Paid search marketing is the process of gaining traffic by purchasing ads on search engines

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Paid Advertising

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Why Use Paid Search Advertising?

User Driven •Users are searching

Measurable •Easy to track

Cost Effective •CPC & you set the price

Messaging •Instantaneous changes

Results •Complements SEO

Paid Search: Ads

Effective Ads– Include keywords in your ad headline– Relate your ad to the content on your website– Be persuasive and informative– Ad text distinguishes you from the competition

Anatomy of Search Result

1. Title Tag2. Meta Description3. URL/Cached4. Site links5. More Results

Title Tag

Title Tag: A title tag tells both users and search engines what the topic of a particular page is.

Displays a title for the page in search-engine results Defines a title in the browser toolbar Provides a title for the page when it is added to favorites

Paid Search: Ad Targeting

Targeting your ad helps eliminate unwanted clicks and gets your ad to the right audience.

– Language targeting– Location targeting (Geo-target) – Networks– Devices– Demographic (Display Network Only)

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Again, so…optimize search, augment with CPC ads and drive searchers to your

content.Then, go find other people where they are…

using social media.

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Social Media Marketing

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You should consider joining our group on LinkedIn

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What’s all this?

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If Facebook were acountry, it would bethe third mostpopulated in theworld.

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Facebook is a social networking service that lets you connect with friends, co-workers, and others who share similar interests or who have common backgrounds.

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Facebook Pages

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Twitter is a real-time information network that connects you to the latest information about what you find interesting.

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In English

Twitter is a social media channel that allows you to search and share information on a variety of topics. It is a microblog.

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That’s 3 times lastyear’s volume.

140 Million. The average number of tweets people send per day.

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Twitter Feed

Smartphone Apps

What to Tweet• SHRM-posted and generated content.• What you’re reading.• Events you’re attending.• Retweet what someone else has said.• Ask a question or invite a comment.• Give an opinion and ask what people think.

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LinkedIn is the world’s largest professional network on the Internet with more than 90 million members in over 200 countries and territories.

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LinkedIn: Threat or Opportunity?• LinkedIn counts executives from all 2010 Fortune 500

companies as members; its hiring solutions were used by 69 of the Fortune 100 companies as of December 31, 2010.

• More than one million companies have LinkedIn Company Pages.

• LinkedIn represents a valuable demographic for marketers with an affluent & influential membership.

• Thousands of developers are using LinkedIn APIs to create innovative tools and services for professionals.

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How You Can Use LinkedIn• Reach new influencers and acquire new members

through online recommendations and word of mouth. • Keep in touch with influencers who are engaged with

your chapter. • Build your industry network—online and in person. • Grow influence by answering questions in your area of

expertise. • Network with peers in your industry to establish your

chapter and you as HR professionals as thought leaders and influencers.

• Convince potential customers of your expertise by sharing unique content.

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And a final so…• Look at your current data and track performance

– Determine baselines and set goals for digital growth, key words

• Optimize your site and author pages to include key words

• Use paid search to drive traffic…adjust in real time• Set up social media pages and manage the

communities…this is about the conversation and engagement.– Stay on top of the content, provide relevant, valuable,

timely information

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Resources• GA:  http://www.google.com/analytics/education.html• SEO:http

://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf

• Google SEM: http://www.google.com/ads• FB ads: http://www.facebook.com/advertising• LinkedIn ads: http://www.linkedin.com/advertising

Thanks for having me! Happy to answer additional questions.

will@gmmb.com@WTaliaferro63

@ SHRM11, @weknownext, @HR