maximizing your reach
TRANSCRIPT
Maximizing Your Reach With SEO and Social P R E S E N T E D B Y V E R O N I C A F I E L D I N G
February 7, 2013
INTRODUCTIONS
The Presenter• Veronica Fielding, President, Digital Brand Expressions (DBE)
INTRODUCTIONS
This session will answer these and other questions:
• How SEO is changing and why a content strategy is vital to SEO success.
• The ways to tie social media marketing to SEO to give them both more legs.
• What is the ROI of social media marketing?
• How do you know SEO is working?
• Do you need to use PPC to build an audience for your brand’s Facebook page?
• Opportunities and challenges you will likely encounter using this approach.
• Examples of companies that are succeeding with the SEO with social model.
WHAT IS SEO?
Technical Adjustments
In-bound Links with Keywords
Social Conversations
Keywords in Content
In-bound Links to Site1996
1998
2002
2006
2013
WHAT IS SOCIAL MEDIA MARKETING?
Search Engine
Optimization
Social MediaMarketing
WHAT HAPPENS WHEN YOU COMBINE THEM?
Su
cces
s!
REAL SEO NOW INCLUDES SOCIAL
On Website SEO
Off
Website
SEO
Technical adjustmentsKeyword researchCompetitive researchDomain researchKeyword mapping
Content Creation, Curation & Distribution:• Directory listings• Traditional link
building• Social engagement• Social link building
SEO + SOCIAL MEDIA = REAL SEO
Published in:
SEO + SOCIAL MEDIA = REAL SEO
TOP 2 SOURCES—PERFECT TOGETHER
MOST COMPANIES NOT INTEGRATING
COMPARING SEO/SOCIAL FOR B2C & B2B
B2C
1. Large # potential customers
2. Channel=direct interaction between consumers and brand
3. Small % of audience makes engagement #s look great
4. Engagement #s high, lots of activity
5. Engagement easier, sharing constant and fluid—personal decision to participate
6. Wide variety of appropriate offers
B2B
1. Defined, limited # customers
2. Salesperson typically needs to get into the mix
3. #Fans, #Followers smaller
4. Engagement harder to come by, fewer people available to “socialize” from work
5. Opinions shared reflect on organization, more cautious in sharing with brands in channel
6. Offers need to be appropriate to biz decision makers
BENEFITS OF SOCIAL FOR B2B MARKETERS
B2B MarketersB2C Marketers
45%56%
56% of B2B marketers acquired new business partnerships via social media
*Source: How B2B Marketers Use Social Media: New Research, Phil Mershon, SocialExaminer.com 4/24/12, see links in Resources section
IMPROVED SEARCH RANKINGS FROM SOCIAL
*Source: How B2B Marketers Use Social Media: New Research, Phil Mershon, SocialExaminer.com 4/24/12, see links in Resources section
B2B Marketers B2C Marketers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
60%50%
SO WHAT IS SEO WITH SOCIAL?
Strategically leveraging social media marketing to support SEO goals
Strategically leveraging SEO to quantify social value
Controversial: It’s still early…both channels hard to quantify individually, harder
when tied together Still possible for SEO to succeed without social… SEO with social is a content marketing solution. It takes:o Strategyo Timeo $o Persistenceo Teamwork
THE RISE OF SOCIAL SIGNALS
Getting inbound links by traditional means is still good: Directories Authority websites Influential bloggers
Getting links from the social channel is a must-do, too
What signals count? “Conversations” and content on your own social properties that include
links back to your website “Conversations” and content on others’ social properties that link back to
your website Activity around your brand name, even if it doesn’t include links:
Twitter chatter Facebook likes YouTube comments
HOW DO YOU CREATE SOCIAL SIGNALS?
1 Create (and curate) unique, relevant, shareable content
2 Identify “distribution” channels: blogs, social media, websites, etc.
3Create interest and excitement around the content, get many others to share it and talk about it, too
INTEGRATED SEO & SOCIAL—THE RIGHT MIX
INTEGRATED WITH OTHER CHANNELS
INTERNAL TEAMS THEN …
Marketing Community
Mgmt
CorpRelations
IT
PR/Media Relations
CustomerService
SEO
Marketing
Social Media Marketing
AND REAL SEO TEAMS NOW
Marketing
Corp. Comm.Customer Service
IT
Media Relations
Community Management
INTERNAL STAKEHOLDERS & SOCIAL
“What’s in it for me (my department)?”
Still relatively new
Quantification and connection to bottom line is challenging
oSocial still isn’t a “sales” channel (typically)
-Though it’s definitely a sales support channel
Tying to other business objectives mission critical
Who is going to pay for it?
What’s the ROI?
IS IT WORKING?
IS IT WORKING?
IS IT WORKING?
IS IT WORKING?
Assisted Conversions: direct is highest due to repeat visits/purchases – organic drives new customers that become direct visitors in future – need to factor life-time value for organic as possible
IS IT WORKING?
Conversions often don’t happen immediately…organic search and referrals (social and other links) occur in various combinations
B2B SEO WITH SOCIAL
B2B SEO WITH SOCIAL
Started SEO/PPC with DBE 2005
Began to incorporate social elements 2009
• Blog
Organic search visits 18% 2010 v. 2009
Brought program in-house 2011
Panda & Penguin hit
April 2012 organic search visits 56%!!
Began to implement real SEO best practices July 2012
Strong return to rankings by September 2012
B2C SEO WITH SOCIAL
Social Media Launches: 17,000 fans in 3 weeks
Website goes live: social activity drives initial traffic
Optimization of content & programming rolls in over 6 months as site gains ground in search engines
Social audience builds with paid & organic techniques. 34,000 fans591 organic followers581 followers on Pinterest
Search accounts for 50% of site traffic, growing 40% month over month. Organic social engagement increasing, fans talking, bloggers reaching out
April ‘12
October ‘12
December ‘12
B2C SEO WITH SOCIAL
SEO/PPC
(2005)
(2011)Continuous ROI in excess of 1000%
23,000 fans in 3 monthsFollow the Herd FB campaign $78,000
NETWORKS FOR SEO WITH SOCIAL
Pinterest: Football party sweeps, pin fav party food
SnapChat: Offers in photos that cannot be saved—instant action
YouTube: Demonstrations, contests of people showing usages
LinkedIn: Company profile and regular posts, group participation
Facebook: Promotions that invite engagement: what’s your favorite [fill in the blank 9x higher engagement than other FB posts]*
Blog: Invite people to leave comments on your blog as part of special promotion, gets them there to see what’s going on there. If blog on website, + for SEO
Twitter: Journalists check Twitter before their email—what’s your media engagement strategy for Twitter?
* http://www.jeffbullas.com/2012/02/29/10-powerful-tips-to-increase-fan-engagement-on-facebook/
YOUR TURN
DBE is a leading digital marketing agency for marketers who need a trailblazing partner to increase business actions in quantifiable, cost-effective ways. DBE’s creative mix of content-driven SEO, PPC, and social media marketing connects buyers and brands…and delivers results that make our clients heroes.
NEED ?
www.digitalbrandexpressions.com101 Morgan Lane, Suite 203B
Plainsboro, NJ 08536609.688.8558
RESOURCES AND INFO
OTHER HELPFUL RESOURCES
Report of social media usage by B2B companies via Phil Mershon/Social Examiner 4/24/12 and links to great research results of 3,800 social media marketers surveyed: http://www.socialmediaexaminer.com/b2b-social-media-marketing-research/
Read more: http://www.marketingprofs.com/charts/2012/7986/b2b-social-marketing-growing-linkedin-top-channel#ixzz26ZnYCqGv
Fast Company article: http://www.fastcompany.com/3000283/seo-isnt-what-you-think-it
B2B MARKETERS SOCIAL MEDIA PREFERENCES
Note: No SEO value for LinkedIn
SOURCES USED BY COMPANIES