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SEO & Social:A Match Made in Marketing Heaven

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#SMX @MagsMac

Started with GeoCitiesSports marketingTraditional PR

now? Social media + experience junkie

Maggie Malek Head of PR and Social

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Once upon a time…

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We lived in our silos

Search

Social

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We act like the consumer changed…Overnight.

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And we have STAYED in our silos

Search

Social

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This is the landscape for consumers today

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• Written content is now graphic content.• Social traffic is not guaranteed.• Social engagement is a different ball

game.• Brands have to pay to play.• New channels pop up every day.

And that landscape is constantly changing

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Consumers have a natural ad block.

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To break through, brands have to stop shouting and start listening.

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To win, brands will have to ignite authentic conversations.

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Conversations that ultimately change consumers’ hearts and minds.

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Identify (or create) moments that matter.

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Our approach

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search socialwinningcontenthead heart

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”Secret” sauce = flexibility + willingness

to fail.

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Steps

1. Start with data.2. Create a content strategy.3. Don’t forget relevance and context! 4. Ignite conversations and amplify.5. Experiment, measure, repeat!

Steps

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Let’s put the brakes on here.

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To break through. To matter. To ignite conversations… you must define your spirit.

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step 1: Start with data.

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• What are people searching for in the privacy of their own Google search box?

• What questions are they asking?• What trends are you seeing?

Lead with the head

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Remember: But Google isn’t the only place people are searching.

• Facebook Open Graph• YouTube organic search• Amazon products and reviews• Twitter search• Instagram hashtags• And the list goes on.

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• What are people saying about your product to their friends?

• How are they interacting with your competitors?

• What customer service issues are they having?

• What type of content gets the most engagement?

Let the heart provide context

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step 2: Create a content strategy.

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Plan for unbridled success.

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Metrics along the consumer path to purchase

• Reach• Views

• Shares• Likes/follows• Clicks• Coupon

downloads• Data sharing• SOV studies• Social listening• Referrals

• Clicks• Content views• Engagement• Likes & follows• SOV studies

• Conversions• Coupon

redemption• Tracking tags

Awareness Consideration Preference Purchase

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Pick your channels

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Build a dynamic team based on brand needs

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It can be large or small, depending on your size

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step 3: Relevance and context!

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You need three types of content

heroLarge-scale, tent-pole events or “go-big” moments designed to raise broad awarenesshubRegularly scheduled “push” content designed for your prime prospecthygieneAlways-on “pull” content designed for your core target

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For every content piece:Start with searchConnect with copyHave search team reviewHave social team reviewAssign promotional channelsALWAYS PROOOOF!!!!!Have final brand review

Download here!

Publication checklist

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Step 4: Ignite conversations and amplify.

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Assign a dedicated team.

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Hire the most amazing writers as brand ambassadors.

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Identify collaborators on each team.Establish a cadence to data share.

Have everyone on board with data review

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Always be ready to move.

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step 5: Experiment, measure, repeat!

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REMEMBER!

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High organic reach = amplifyHeavy website traffic = amplify Key cultural moment = amplify

Look for opportunities to amplify

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Fail fast. Fail forward.

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• Fail fast. Fail forward. • Know your brand voice.• Chart your course with data, but let your heart lead the

way.• Rally around content that represents who you are.• Develop a relationship on social media that allows you

to glean even MORE data from your consumers to personalize their experience.

• Convert social sensations into content opportunities.

Takeaways

#SMX @MagsMacSEE YOU AT THE NEXT #SMX

THANK YOU!