michelle goodall

‘E-commerce in the digital age’ SEO and Social Media primer

Michelle Goodall

Online communications and social media consultant/trainer

Twitter: @greenwellys

Blog: http://michellegoodall.posterous.com/

http://www.twitter.com/greenwellys

http://michellegoodall.posterous.com/

30 minutes of…

• De-jargonisation

• Actionable tips

• Qs and As

© Michelle Goodall - @greenwellys

@greenwellys

Who am I talking to?

• If you could only use one social network personally and professionally, what would it be?

© Michelle Goodall - @greenwellys Image source: http://pinterest.com/pin/127719339402545706/

http://pinterest.com/pin/127719339402545706/

Where SEO, social and PR sits in a digital marketing strategy

© Michelle Goodall - @greenwellys Source: Smart Insights RACE framework

http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/

SEO, social media and PR essential to reach potential customers


…..and then engage with them to convert into a lead/sale or other important action (invest, partner, come and work for you etc)

Source: Smart Insights RACE framework

http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/

…an inconvenient truth


…but social media tools can make your job/life easier…


…and save you time/money!

…and it can be fun…


And social media and search are now intertwined…


Shares and ‘+1s’ from our social connections changes the results that we and others see

An SEO strategy in 9 words…

“Think about what a user is going to type…”

Matt Cutts, Google

Image source: http://martinjapan.blogspot.co.uk/2007_06_01_archive.html

http://martinjapan.blogspot.co.uk/2007_06_01_archive.html

‘Paid for’ and ‘Natural Search Keywords or keyphrase

Sponsored Ad Adwords/PPC

Natural or “Organic” Search Results

Which is best?

SEO will take more time On-site changes/content and off-site engagement/pr/link building

Advertising will cost more money You pay per clickthrough to your site

In very broad terms…

3. It then ranks them against competing pages Google’s goal is to match each search to the most relevant and best quality content

Ranking

How Google Works

Crawling 1. Google finds your website with ‘spiders’ and looks at your content/connections

Indexing 2. It then indexes your pages in its massive database applying over 200 ‘signals’

Relevant content Regularly updated Good info architecture, coding & structure Quality inbound links…etc

Top SEO tips #1: content is king

Top SEO tips #2: research your keywords/phrases

How realistic/relevant is the search term? Will target customers search for it? How many searches on it? Is it too competitive?

Google Keyword Tool

Google adwords

https://accounts.google.com/ServiceLogin?service=adwords&hl=en_GB&ltmpl=regionalc&passive=true&ifr=false&alwf=true&continue=https://adwords.google.com/um/gaiaauth?apt%3DNone%26ltmpl%3Dregionalc&sacu=1&sarp=1

Top SEO tips #3: URLs should be descriptive and reflect

your content

Top SEO tips #4: Anchor Text Links

Improve your findability on keyphrases Give context to links

Top SEO tips #5: Image Alt Tags

Top SEO tips #6: Google Places

Put your business on the map! Google places

http://support.google.com/places/?hl=en

Top SEO tips #7: Online PR, social media

Blog

http://www.propellernet.co.uk/blog/2012/03/working-with-fashion-bloggers-collaborate-dont-condescend/

Top SEO tips #8: Track effort v reward

On-site Off-site

Number of visits Source of visits Keyword/phrase that generated visit Outcome from visit (e.g. purchase, download etc) Success comparison between SEO, PR and Social Media

Competitor analysis Rankings in natural/organic search

Google Analytics – Free

Advanced Web Ranking From $99 per year

Something (for free) to get you started

http://econsultancy.com/uk/reports/ search-engine-optimisation-seo-a- beginner-s-guide

http://www.hubspot.com/organic-vs-paid-search/Default.aspx?RewriteStatus=1

http://econsultancy.com/uk/reports/search-engine-optimisation-seo-a-beginner-s-guide

























Summary: 6 essential steps for SEO

Keyword research – search phrases your audiences uses/relevance/competiveness etc

Build your site to be search-engine friendly

Use your keywords across your site – products and dynamic content (e.g. Blog, Press Centre)

Invite Google to crawl – submit site and add business to places - http://www.google.co.uk/submit_content.html

Pay to be listed until SEO efforts work and you can evaluate effectiveness

Encourage links and shares – PR, social media etc

http://www.google.co.uk/submit_content.html

Social Media

Not quite always on...yet

59% of UK Internet users access social media at least once a week 42% access it daily!

Source: Porter Novelli – Social Consumers in Europe Report © Michelle Goodall - @greenwellys

http://www.slideshare.net/Porternovelli/social-consumers-in-europe

The rise and rise of social networks

Will social network usage overtake online shopping & News in 2012?

Source: Pew Research Center’s Internet & American Life 2002-2011 © Michelle Goodall - @greenwellys

http://www.pewinternet.org/Reports/2011/Search-and-email/Report.aspx?src=prc-headline



What is social media?

Sources: http://www.fredcavazza.net/2010/12/14/social-media-landscape-2011/ http://www.briansolis.com/2010/01/defining-social-media-the-saga-continues/


“the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in conversations between authors, people, and peers.”

http://www.fredcavazza.net/2010/12/14/social-media-landscape-2011/







http://www.briansolis.com/2010/01/defining-social-media-the-saga-continues/











Common platforms

Source: Socialbakers

Facebook - 30,451,180 users Nearly 50% of UK population LinkedIn - 8,142,912 users 13% of UK population

Google+ - 100 million globally No UK stats currently – much faster growth than Facebook

Twitter - 500 million users globally No UK stats currently + dormant accounts


http://www.socialbakers.com

Plus a ‘social’ traditional media


The ‘Big 4’

Source: Econsultancy State of Social Report Oct 2011 © Michelle Goodall - @greenwellys

http://econsultancy.com/uk/reports/state-of-social

Your website = your ‘hub’


Consumers of the conversation

Image Source: http://www.22squared.com/

http://www.22squared.com/

Why do we follow or ‘friend’ brands?

47% to get the latest product news

52% to enter competitions

61% to get discounts Or vouchers

53% because I like the brand

Source: Porter Novelli – Social Consumers in Europe Report © Michelle Goodall - @greenwellys

http://www.slideshare.net/Porternovelli/social-consumers-in-europe

Sadly, ‘friendships’ can turn sour…

52% - too repetitive

39% - they post too frequently

31% - I took advantage of a one time offer/competition

Source: Adobe – Social Analytics event Nov 2011

41%- they crowd my feed


Who in Fashion does Social Media well?

Topshop – blog content


Topshop on Facebook


http://www.facebook.com/Topshop?sk=app_229727480422900

Topshop on Tumblr


Pinterest – Closet Collage


PInterest – Modcloth


Outnet style a friend app and Facebook integration


Outnet YouTube videos


Burberry – ahead of the pack


Twitter – Telegraph’s Top 50 fashion list


https://twitter.com/#!/TeleFashion/top-50-fashion-3

https://twitter.com/







How to do social ‘well’

Step 1: Do your research Competitor analysis Audience use of social media Existing conversation about your brand plus potential connections Site and content audit Insights and recommendations from above This is where a good consultant can really help…


Step 2: Choose your channels Focus on channels that have best fit with audience and will be sustainable for you Join them up – especially with your website


Step 3: Content Strategy

Social media needs CONTENT Content Plan – audit, repurpose, create, evaluate Consider SEO techniques Experiment with formats © Michelle Goodall - @greenwellys

Step 4: Engagement strategy

Community Management? PR engagement? Campaign v long term? Risk and reputation management Experiment © Michelle Goodall - @greenwellys

Step 5: Measure, evaluate, iterate


Monitoring (insight)

Management (Action)

Measurement (Analyse)

Google Alerts Tweetdeck Hootsuite Socialmention

Crowdbooster Twentyfeet Sproutsocial Tweetdeck

Google Analytics Facebook Insights YouTube Insights LinkedIn group analytics Tweetreach Crowdbooster

Brandwatch Radian6 Sysomos

Hootsuite Buddy Media Lithium Brandwatch Radian 6 Sysomos

Adobe Social Analytics IBM Coremetrics social analytics

Step 6: Social media is like fashion…you’ll need to keep on top of it…


Get funding…


Pai – small business success Focus = great products, building advocacy, content, PR and social Highly engaged fans and sales correlation with peaks of social engagement Customer service through Get Satisfaction Co-creation, high levels of advocacy and strong NPS Scores http://www.paiskincare.com/ © Michelle Goodall - @greenwellys

http://www.paiskincare.com/

Something (for free) to get you started

http://en.community.dell.com/ dell-groups/small-business/p/ socialmediatoolkit.aspx

http://support.twitter.com/groups/31-twitter-basics

http://en.community.dell.com/%20dell-groups/small-business/p/%20socialmediatoolkit.aspx














Summary: 6 essential steps for social media

Research – audience use of social media & competitor analysis

Get social elements on your site right – content, sharing etc

Create a timed content and engagement strategy

Establish the right mix of social channels

Develop quality relationships over quantity

Measure, evaluate, iterate

Thanks. Download my presentation

here: slideshare.net/michellegoo

dall Michelle Goodall

Online communications and social media consultant/trainer

Twitter: @greenwellys

Blog: http://michellegoodall.posterous.com/

slideshare.net%5Cmichellegoodall

slideshare.net%5Cmichellegoodall

http://www.twitter.com/greenwellys

http://michellegoodall.posterous.com/

michelle goodall

Business