© ZEON SOLUTIONS INC.

Breaking Down the SilosAligning Cross-Functional Teams for Enterprise SEM

Presented By:

Anthony PiwarunSr. Search Engine Marketing Specialist

Zeon Solutions

@apiwarun

Slides: bit.ly/Zeon-SMX-East-2012

Quick Poll

Introduction

Paid Media

Owned MediaEarned Media

Enterprise SEM & Alignment

Converged Media

Paid Search

Social Ads

Online Ads

Organic Search

Social Mentions

Press Mentions

Branded Search

Corporate Publications

@apiwarun

State of Alignment

Design

@apiwarun

Design & User Experience

Why? Landing Pages Conversion Optimization

Points of Insertion User Personas Wireframes & Comps

Issues Complete disregard for design; no seat at the table

Design & UX Concerns

The biggest stumbling block is that I almost never work with these folks. The structure of most organizations is silo'd in a way that keeps a bit of a moat between UX and SEO. In real life, however, I'm never invited into the meetings with the 'sem pros' unless I force my way in.

Tamara Adlin

Principal, Adlin Inc.

www.adlininc.com

@tamaraadlin

@apiwarun

Content Strategy

Content Strategy Why?

Landing page content Compelling sales copy Resources to boost conversions

Points of Insertion Client discovery Landing page development

Issues “Yeah, Yeah, Yeahs”; no budget

@apiwarun

Content Strategy Concerns

I hate the "yeah yeah yeahs." You know what they sound like: Yeah, we don't need to talk about (content) strategy. Yeah, that's nice, but we don't have *time* for strategy. Those are all dangerous, expensive misconceptions that get in the way of true organizational change and alignment around sustainable content creation.

Margot Bloomstein

Principal, Appropriate Inc.

www.appropriateinc.com

@mbloomstein

@apiwarun

Social Media

Social Media Why?

Assist in soft-sell conversions Customer retention

Points of Insertion Content & creative planning Promotions

Issues Lack of communication; departmental silos

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Social Media Concerns

By far the biggest stumbling block is the combination of clients not understanding the technology and SEM types passively talking over their heads. It's hard to find a good SEM practitioner who can both translate what the tasks and value are and not be arrogant or impatient with the client's understanding.

Jason Falls

Founder, Social Media Explorer

www.socialmediaexplorer.com

@JasonFalls

@apiwarun

Search Engine Optimization

Search Engine Optimization Why?

Past data from search campaigns / programs “Brothers in arms”

Points of Insertion Client discovery Content & creative planning Reporting

Issues Internal trust; infighting

@apiwarun

SEO Concerns

With in-house teams, the biggest challenge I've seen is the ability to earn respect & trust internally, which is both the result of internal politics as well as questions about the expertise and degree of experience from the in-house members.

Rand Fishkin

CEO, SEOMoz

www.seomoz.com

@RandFish

@apiwarun

Paid Search

PPC Concerns

Lack of communication tends to be the biggest stumbling block. With so many departments now involved in the success of the paid search program, including design, development and analytics, keeping everyone in the loop is a challenge. It is imperative that a project management system be put in place and all departments meet on a weekly basis to discuss updates to the PPC account.

Matthew Umbro

The PPC Blog

www.ppcblog.com

@Matt_Umbro

@apiwarun

How It Used To Be

Break Down The Silos…

Daily Stand-Ups

Daily Stand-Ups

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Lunch-N-Learns

Lunch-N-Learns

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Internal Meetings or Calls

Internal Meetings & Conference Calls

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Tools

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Tools for Alignment

Project & Task Flow Management Trello Basecamp

Internal Training & Conferencing Join.me GoToMeeting

Process & Information Sharing Google Drive (templates) Dropbox

Key Takeaway: Educate, Communicate and Train