Highlights from Search Engine Strategies, NY,NY 2011
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Transcript of Highlights from Search Engine Strategies, NY,NY 2011
Social MediaMetrics
SEO Tools
Goals!
Conversions!
FacebookTwitter
YouTube…and more!
MobileMarketing
2011 Search Engine Strategies Conference
Social Media
How does it affect search marketing?
Social Media & Search Mktg
• Searcher expectations have changed.
• How do searcher expectations, in regards to social media, affect SEO efforts?
• Difference in context of search and social.
• How can marketers’ efforts in social media channels do a better job of going beyond applying the same old rules and take on more of a give to get strategy?
• Push and Pull SEO Effect of Social Media Marketing.
Facebook Targeting Tactics
PR Meet Facebook
• Social PR: Socializing and optimizing the PR strategy
• Today’s PR
- The media is search and social savvy
- Journalists now depend on social media for story ideas
Ask Good Questions
Report the News
Manage the Community
Cross Socialization
Promote the Actual Facebook URL
Brand It. Message It. Page/Profile Image
Report It! Create a “Newsroom” Tab
Mix and Mingle In Other Communities
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10PR
ThingsYou
Can Do Nowon
Facebook Distribute It! Facebook-Friendly Press
Releases
Pitch It! Media Relations Happens on Facebook
TOP
The “Like” Button• Facebook released Admin Interface to contact Likers
• By “liking” a page (any random website landing page), you become a member or fan of that page/object, just like a Facebook fan page.
• Send all people who “like” a specific FB page or object a targeted message – publish straight to their News Feed
• Not just for our main fan page, but for specific objects (products, coupons, News page, etc.)
• Separate admin page for each object
Twitter 2.0
Creating and Distributing the Message
Creating the Message
• Tweets that attract an audience
• Tweets that get reactions
• Tweets the get shared
• Enhance your tweets- video, audio, photos- surveys and polls- contests, coupons, invites- chat- music
Distributing the Message• Attract and Cultivate:
- Be goal-focused- Define ideal follower/following- Credit, create, and engage- Helpful tools: Tweep Search, Twitter Search, FriendorFollow, DoesFollow
• Distribute:- Via Lists: Listorious, FormuLists, Twibes- Via Clients & Collaborative Tools: MediaFunnel, HootSuite, Co-Tweet- Schedule Tweets- Push Into Other Social Networks
Distributing the Message
• Integrate:- Widgets- Sharing (“Tweet This” button, counters & aggregated tweet users + mentions) on blogs and websites- “Follow Me” CTA buttons; visible Twitter icon to account- Twitterfeed- Auto-tweets from other social networks and applications
Distributing the Message
• Measure ROI:- Change in Followers over time- Content attracting followers- Klout score- Referral traffic to website- Specific actions attributed to Twitter * Event registrations * Email subscriptions * Blog subscriptions * Exclusive coupons or offers redeemed * Direct leads or sales attributed to Twitter
Twitter Best Practices
• Don’t just put Twitter on “autopilot” – set daily and weekly tweet goals
• Keep self-promotion/spam to a minimum
• Use automation to help build relationships, manage accounts (efficiency & productivity), and enhance your tweets to…
• Improve your Twitter and your followers’ experience
• Integrate Twitter into other applications
• Monitor and stay informed
Advanced
VideoTactics
forYouTube
Production Values- UGC- Cheap- Professional- Broadcast
Marketing Strategy- Social media- Branded content- Product placement- Paid ads/Content networks- Audience segmentation
Measuring Success- Social sharing- Search visability- Web to TV
Social Media Metrics
Social Media & Conversion• Companies typically spend $92 to bring
customers to their site…but only $1 to convert them.
• Pressure is on to monetize % of marketing budget spent on SM
• Amazon.com: “Don’t spend on advertising; rather put those funds into service.”
• 3 voices of SM: - Conversation (UGC, relationships, sharing content) - Commercial Speech (listening to learn/for service, ex. Groupon) - Advertisements (contextual ads, Facebook ads)
Metrics
• “Listen Before You Measure” is the new “Think Before You Speak”
• What to listen for?
• ROC is the new ROI…or ROII
14 Facebook Metrics
1. Impressions 11. Spent 2. Clicks 12. Unique
Impressions3. CTR 13. Unique
Clicks4. Actions 14. Unique
Clicks Rate5. Actions Rate6. CPC7. CPM8. Social Impressions *User Insights…
pay 9. Social % attention to
this!10. Social CTR
• Regular vs. Promoted - Promoted Tweets - Promoted Trends - Promoted Accounts
• Regular: RTs, Replies, Clicks, Followers, Lists
• Promoted: Impressions, Clicks, RTs, Replies, Engagement (%)
5 Best Practices
1. Employ effective metrics
2. Always use multiple metrics
3. KPIs are a great place to begin
4. Track the hell out of it!
5. Do something with the data
Internet Marketing Tools
Social Media
1. http://twitturly.com/
2. http://topsy.com/
3. http://socialmention.com/
4. http://monitor.wildfireapp.com/
5. http://www.quarkbase.com/
AnalyticsRaven Tools: raventools.com- Tool to help manage several marketing
efforts
Clicktale: clicktale.com - Customer experience analytics
Clicky Web Analytics: getclicky.com- Does just about everything Google Analytics
does…and more!
SearchEngineReports.net- Instant Search Engine rankings report
5Meaningf
ulSEO
Metrics
1. ID one key business metric: page views for media websites; lead gen sign-ups (i.e. form submissions)
2. Separate brand and non-brand: brand keywords vs. non-brand keywords; find the shortest distance to conversion
3. Use share of voice to compare to competition: Sum for keywords (search volume x CTR)
4. Have a phased approach to share of voice: 1. Count listings; 2. Use ranking score function; 3. Combine with search volume to estimate visits; 4. Combine with conversion to estimate value (approximate size of search/opportunity for business)
5. Start with high-impact initiatives: Optimize landing pages for branded keywords; target keywords for upcoming trends.
MOBILE MARKETING
• Mobile searches are shorter
• Search is less-likely to be brand specific
• “Focus group of one” – chances are if you’re doing it, so are your customers!
• Best Practices - Messaging: create a positive user experience - Targeting: specific devices - Reporting: track your success!
Mobile Marketing
• Mobile-optimized sites are a must
• Is it worth it to have an app? Create a survey and send it to your customers: - Will you use this app? - What would you pay for it (if anything)? - What type of mobile device do you use or plan to purchase?
• Overcoming conversion obstacles: - Cookies and privacy - Click to call - Take advantage of analytics partners
Mobile Marketing
QR Codes: So HOT right now!
• How do they work? - Display text - Initiate email, SMS text - Phone call - Contact card - Link to website - “like” a Facebook page; Follow on Twitter
• Tools - QRstuff.com - bit.ly - goo.gl
Mobile Marketing
• Start with a business objective• Add value for customer• Choose appropriate 2D barcode type• Minimize amount of data stored in barcode• Be visually creative with barcodes• Don’t be too visually creative• Track campaign scan analytics• Place code in scannable locations; proper
code size• Tell users what happens upon scanning• Link to smartphone-friendly destination• Test everything!
Social MediaMetrics
SEO Tools
Goals!
Conversions!
FacebookTwitter
YouTube…and more!
MobileMarketing
Thanks for having me!