search (seo) & social media working together: dma days presentation

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Search & Social Working Together?Even In Social Media They Still Need to Find You!

Liana Li Evans, Director of Social Media

First Lets Understand

In the Beginning We Had Advertising & Marketing

We Use to Push Messages

And Audiences Were Forced to Listen

There Was No Engagement

Even Though Consumers Wanted It

Then Search Came Along(The Old Way 10 Blue Links)

*courtesy Mike Grehan SearchEngineWatch.comAnd Google Changed the Landscape

But Again Customers Werent Really Engaged

Google Just Pushed 10 Blue Links Out

And With Direct Marketing

Again, Not Much Engagement

Then Came Along Social Media

Which Finally Gave Consumers a Way to Talk Back - EASILY

And Communities Now Share Their Experiences with One AnotherAnd Not Only do Audience Members Listen, Search Engines Do Too

Google Said This Nearly Two Years Ago

Look At Search Now

Search & Social

Search, Social & MapsApparently Google Knows Where I Am Thanks to Social Media

Not Just Textual Search, But Images, Too

And What About Video?

Searches Not Just On A Search Engine Anymore!

In August 200910 billion videos viewed

In April 201030.3 Billion Videos Viewed

It Really Isnt About Going Viral

Social MediaThe Thing of it Is. Its No Longer About You

Its About Them, How They Find You & If They Find You Valuable

Its About Fulfilling a Need Their Need

Apparently the Chicago Blackhawks are a need!

OK, Thats Cool But How Do I KNoW THIS STUFF WORKS?

Lets Take 3 Steps Back

4 Pillars of Social Media MarketingResearchHelps you find where your audience isHelps you understand how & why they talk about youStrategyHelps you plan for the good & badKeeps your plans focused & on target

4 Pillars of Social Media MarketingEngagementIts what Social Media is all aboutAnd its the only way youll be successfulMeasurementGoals help you understand how Social Media affects your bottom line (ROI)Metrics help you know whats working & what isnt

At the End of the Day Youre AccountableDont Just Count Counting Can Be MisleadingTweets, FollowersThink about all those spam accountsFans & FriendsAre they REALLY your fans?Do You Look at Interaction & Engagement?How Much Are the SharingHow Often to the RecommendHow Does What Your Doing Affect Traffic & BuzzConversations Going OnTraffic Diversification (Search/Direct/Referrals)

Where Are You Getting Your Data?Web TrafficAlone it only tells your part of the storyBuzz MonitoringOnly tells Where & When the Conversations happenInsights/Social Media Site DataLets you know whats going on with your profile

How Do You Pull It All Together?Excel SpreadsheetsPivot TablesChartsGraphsWord DocumentsSummaries of EngagementsOverview of Goals/MetricsBut Does the C-Suite Understand?

Alright - I Get Social Medias Important, But How Can I Use IT?

Lets Look at a Real World Example

I Want to Sing at Karaoke!

Local & Social Can Be Powerful

It Doesnt Stop at the Web Browser or Google Search

Apps Are Social & You Still Need to Be Found

How Do I Do What You Did?Great Thats All Fine & Dandy But.

Think about it!Logged into your Google Account? Google personalized your resultsLocal - They know your IP, serve you geographically relevant ads & resultsHave the Google Toolbar installed? Google knows your history & serves up results according to where youve been before.Using Chrome? Google knows all! How Can Anyone Guarantee a Top 10 ranking anymore?

You Need to Start With the BasicsStep One: Do Keyword ResearchHow do people search for your products/servicesHow do they search for YOUAre they searching more for YOU or an idea of what you sell, do or provide?Search in Search Engines is Different than Search in Social MediaStep Two: Optimize Your SiteGet Rid of Site Inhibitors Flash, Frames, etc.Snappy Titles TagsValuable ContentLinks

And Keep Building on the BasicsStep Three: Optimize Your Digital AssetsVideosTitles, descriptions, tags, categoriesPhotosTitles, descriptions, tags, groups, geo-location AudioTitles, descriptions, tags, transcriptsStep Four: Incorporate Social MediaNames, LocationsInterests , Hobbies & IndustriesPhotos, Videos, Content (tagging)

Remember SEO Is Still FundamentalIts Just Not Unique Anymore! (Seriously Its Not!)Without a Solid Foundation, Youre Strategy Could CrackOptimize Your TitlesOptimize Your ContentUse TaggingCategorize Your ContentOptimize Your Digital AssetsVideos, Photos, Audio

Do You Understand Your Audience?How Do They Search?Using Search Engines?Using Social Media?Searching Videos? How About Photos?Maybe a Smart Phone (Droid, Blackberry, iPhone)?What Lingo Do They Use?Are They Local, National or Global?How Do They Prefer Their Content Served?Video, Text, Audio, Photo, Maps, Directions, etc.?

Search, Social, Mobile Its All About Being FoundYour Profiles Should Indicate What You Talk About Were a candy company crazy about 80s retro candy like Pez! iPhone Apps You Need to be Optimized in OpenTable to Fill the Table

Google, Bing, YahooYour Title Tags Should Reflect What You Sell not just Home

Last But Not By Mean LeastDont Be StingyLink to others, say thank you & spread the love!Remember It Isnt All About YouOther people make it easy to find you as much as a search engine does! Value Your Audience Deems What Is Valuable, Not You

Content Make it Portable! Easy to Share, Makes it Easy to Find!

Want To Learn More?Current White Paper: Measuring Social Media - Social Media Impact: Unicorn or Elephant

Pending Book: Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media June 24th, 2010 (Que Press)


ContactSerengeti @serengeticomPhone: 703-556-3390Liana Li Evans Director of Social [email protected] @storyspinnerText: LIANA to 70259 (add your email after LIANA)