Social Media Optimisation for Business Performance

Dell Marketing Huddle

Presented by: Matt Bamford-Bowes (Head of Social Media) & Omar Kattan (Head of Natural Search)

Team focused on the manufacture, distribution and evaluation of content on any platform

Helping brands to effectively participate in, and exploit this new age

Our world works within three areas

OwnedEarnedBought

McKinsey Purchase Cycle

Owned

Earned

Bought

5

Jeff Jarvis says...

• “The modern brand needs to look beyond the search engine...beyond simply updating website content...

• ...they can generate more conversations (within social media) where real humans discuss information or they can leave it on Google where content ferments like wine or cheese”

*Fast Company Magazine, December 2009 Edition

Two key terms:

Social Content: MBA Definition: Content of any format that is specifically produced for social distribution, sharing or to drive conversation

Social Media Optimisation: MBA Definition: The optimisation of social content and social media channels through SEO techniques

There are three key points to social media

Commerce(Response Specialist)

Conversation(PR Specialist)

Content(Content Specialist)

THE KEY IS CONTENTSocial content drives dwell time, creating higher levels

of awareness, consideration and purchase intent

30 seconds interaction with branded game

60 seconds interaction with branded game

90 seconds interaction with branded game

Ad unit

Control +9%

% Purchase Intent Increase

+33%

+15%

+24%

MediaCom Branded Research

Leading with content empowers you to engage in conversation and commerce

Commerce(Response Specialist)

Conversation(PR Specialist)

By leading with content we

have “permission” to

engage in conversation

Conversation enables us to deliver a targeted commercial solution

By tr

ackin

g/ta

ggin

g

cont

ent c

orre

ctly,

we c

an

deliv

er im

prov

emen

ts to

DR pe

rform

ance

Content(Content Specialist)

Commerce is an ongoing optimisation process

SMO all our assets

5 Stages to Good Business Content1. Identify Audience Requirements

2. Perform Audit of Existing Content (Create Content Library)

3. Package/Repurpose/Create content for Content Distribuion

4. Identify Distribution Channels

5. Optimise via Social Media Optimisation

Who do we want to engage in conversation?

What do we have?Format, Recency, Topical, Uniqueness

What format is best for the audience?Short-Form Video, Audio, Research

Papers

Where are the audience engaging?Blogs, Twitter, Social Profiles, Bespoke

Networks

Social Content becomes important as we optimise to drive SEO performance

Commerce(Response Specialist)

Conversation(PR Specialist)

By leading with content we

have “permission” to

engage in conversation

Conversation enables us to deliver a targeted commercial solution

By sp

otlig

ht ta

g con

tent

corre

ctly,

we c

an d

elive

r

impr

ovem

ents

to D

R

Content(Content Specialist)

Commerce is an ongoing optimisation process

SEOPerformance

Why SMO Performance is Important#1 Position Only Gets 42% of Clicks

Source: Leaked AOL Data

20%Coding & Structure

30%Content

50%Linking

Owned

Earned

Owned

Cross Over Between SEO & SMO

Seven Steps to SMO Success1. Register Brand Name in Social Media Sites

2. Create a Custom Appealing Design

3. Provide Ongoing Relevant Unique Social Content

4. Optimise Content For “Blended” Search

5. Link Brand To Profiles

6. If Necessary Automate Update Process

7. Participate in Community