social day october 2011

Jenn Mathews

President

Wappow, Inc

Wappow.com

Search and Social Then. Now. Going Forward.

Who am I?

Twitter.com/SEOGoddess

Facebook.com/SEOGoddess

Facebook.com/theSEOGoddess

SEOGoddess.me

Search and Social Hawaii!

� What is SSHawaii?�Why?�Who?�When?

Search and Social Hawaii! – Why?

� Small Group� Advanced Topics� Friendships� Relaxing

Search and Social Hawaii! – Who?

� CEO’s� VP’s� Marketers� Agencies� Consultants

Search and Social Hawaii! – When?

� Last Week September� 2 ½ Days

� Morning Topics� Afternoon Activities� Luau� Dinner Cruise

Search and Social Hawaii! - Recap

SEO and

Social Media Marketing

go hand-in-hand.

Search and Social Hawaii! - Recap

SEO and

Social Media Marketing

go hand-in-hand.

Social Media and ROI

� Step #1 Establish a Baseline� Step #2 Create Activity Timeline� Step #3 Monitor Brand Mentions� Step #4 Look at Transactional Data and Sales� Step #5 Overlay Data onto Single Timeline� Step #6 Look for Patterns

“You have to prove to who ever is in charge there is a correlation between all of these.”

TransactionsActivitiesLoyaltyWeb DataSocial Data

Employees and Social Media

� Relevant Marketing� Customer

Experience� Culture� Customer Service

Employees and Social Media

81% of Fortune 500 companies have a Social Media Policy

31% conduct Formal Training

Employees and Social Media

� Help employees understand company expectations

� Provide opportunity to discuss ramifications

� Support company if a legal issue arises

Employees and Social Media

� Branding and communications

� Corporate and Personal

� Disclosure

� Social “Voice”

� Actions to avoid

“ALIVE”

� Asses� Listen� Invite� Value� Enchant

Community Building

“ALIVE”

1. Move into the neighborhood

2. Listen, listen, listen

3. Be neighborly

4. Increase property value

5. Be good to each other

“Alive” - Asses

Look at all online and offline content and asses where the social media community around the company is at.

“Alive” - Listen

“Don’t just jump in and start talking”

Once you have assessed where the company is at in social media, take a moment and listen to what is being said.

“Alive” - Invite

“You are going to be invited into the conversation.”

In most cases brand evangelists have already started talking and built up the community, they will invite you in.

“Alive” - Value

“Now you get to talk.”

“Value is not determined by what you like, but what your community already likes.”

“Alive” - Enchant

“Now that you have done all the preliminary work, you now have to become an influencer.”

“ALIVE” - Tools

� Radian6� Google Alerts

Q&A - Linking

� Question:� I noticed in the past six months to a year or so I have been adding

good quality links, but it doesn’t seem to be moving my rankings up or down.

� Answer:� Ian Lurie - Google is paying more attention to site quality. One page

may be a good link, but if the rest of the site “sucks” then it won’t count.

� Bruce Clay - We actually dig into our clients incoming links and evaluate them. Any invaluable links we will remove. “Link Pruning”

� Some sites will even charge you to remove the link.

Q&A – User Behavior

� Question:� Does Google track how long someone spends on a website?

� Answer:� Laura Lippay- It is said that Google pays attention to bounce rate,

time on site, etc. but no one is truly certain of what they can track, or how they use it in their algorithms.

� Certainly if someone spends time on your site it means it’s a quality site.

� Ian Lurie- But if someone is going to Amazon, finding what they want and completing their order in less than 3 minutes, does that mean that Amazon is a low quality website?

Q&A – Google Analytics

� Question:� Does Google use the Google Analytics data for ranking?

� Answer:� Evan Fishkin- Google says they don’t use the data.� Ian Lurie- They most likely don’t use data such as conversion rates,

but they probably keep track of time on site, bounce rate, etc.

SEO’s Get Social

� The last couple of years we have noticed the amount of time spent online has gone up considerably

� The amount of time spent stumbling through websites, and search has gone down.

� People are spending more time getting information from each other…

SEO’s Get Social

SOCIAL

SEO’s Get Social

� In the beginning Google was simple

� One size fits all� Then there was

personalization� Localization� Ambiguity

(“Hammer”)

SEO’s Get Social

� Google has gone as far as they could

� The real focus is to target the individual.

� That is where social comes in.

SEO’s Get Social

� We are seeing that Search and Social are becoming intertwined, and soon they will be difficult to separate

� This is the goal of Google: to generate revenue by dominating the SERP at an individual level, personalized to each searcher

SEO’s Get Social

� Just being recognized by users , G+, Facebook, Twitter, blogs and review sites especially. Even after a recommendation, users consult a review site 30 percent (and growing) before buying.

� Social Sharing informs about popular content.

� Social Sharing points to high quality content.

� Thus Google and Bing are using link sharing on Social Networks as SERP ranking factors

Social Gaming

� Completeness� List of achievements gets people excited about “completing”

the tasks

Task 1 Task 2 Task 3

90% Complete

Social Gaming

� Time Equals Stuff� In gaming they can’t give you money for your time, so they

give you stuff.

=

Social Gaming

� Backup Required� Requiring people to add friends in order to play sparks the

viral effect.

Thank You!

Twitter.com/SEOGoddess

Facebook.com/SEOGoddess

Facebook.com/theSEOGoddess

SEOGoddess.me

Wappow.com