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Integrating search marketing and social media
The document discusses the integration of search marketing and social media as essential components of a digital marketing strategy, emphasizing that these areas should not be viewed in isolation. It highlights the importance of quality content, social engagement, and the evolving nature of search rankings influenced by social signals. Additionally, it provides tools and strategies for brands to enhance their visibility and effectiveness in the digital landscape.
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Integrating search marketing and social media
- 1. Raising the Visibilityof Your Brand Integrating Search Marketing and Social Media
- 2. Is your digitalmarketing working hard enough?
- 3. Don’t bury yourhead in the sand • Things have moved on • Social Media and Search Marketing should no longer be treated as separate activities.
- 4. Digital channels workharder when they work together
- 5. “The website isdead: Long live the multi-channel digital eco-system”
- 6. Content is the key to success
- 7. Together they make yourbrand more visible in search
- 8. Paid media havea role too
- 9. Paid media havea role too Pay Per Click advertising should play a part • Search PPC enhances visibility, especially in competitive search markets • Target key product terms • Defend your brand terms • Social PPC drives interactions with your content •Target key behavioural segments •Target friends of fans
- 10. Encourage positive social feedbackand drive sales
- 11. Its important torespond helpfully to negative feedback too
- 12. Positive Enhanced perceptions findability Customer Better advocacy conversion
- 13. The evolution of socialsearch
- 14. Search engines havecome a long way since 1998
- 15. It used tobe about spiders
- 16. And clever SEONinjas
- 17. But the internetfilled up with junk
- 18. Social media changed everything
- 19. Google Panda wasborn....
- 20. Then there wasPenguin!
- 21.
- 22. Or is that so.cl
- 23. It got localtoo.
- 24. People matter morethan ever
- 25. mobile search isincreasingly important for brands...
- 26. How social fitsinto search In simple terms...
- 27. The key factorsthat influence rank? Hat tip to Search Engine Land!
- 28. The key factorsthat influence rank? Things that undermine your ranking • Poor quality content • Over optimised content • Duplicate content / URLs • Spam and paid for links
- 29. The key factorsthat influence rank? Things on your site that support your ranking • Good quality content • Fresh content • Titles, URLs • Schemas • Technical Setup • Performance
- 30. The key factorsthat influence rank? Things off your site that support your ranking • Authoritative links • Local relevance • Social mentions • Shares, +1s and ‘circling’ This is where social comes in.
- 31. Don’t get over excited! • Social is not a magic bullet for your SEO • It drives new links and social mentions • It keeps your brand front of mind • And increases your visibility in search rankings
- 32.
- 33. London Business School ReadingRoom helped LBS set up a framework for developing rich targeted content and using it to engage students, alumni, prospects and the wider business community using an integrated set of social media channels.
- 34. London Business School Let’s take London Business School • No.1 for their brand term • But that’s not all...
- 35. London Business School • Places listing links to Gmaps • If logged in then this goes to Google+ Local • Reviews attached to user’s G+ account
- 36. London Business School Social Profiles • Twitter, Facebook and Youtube channels prominently displayed in search results
- 37. London Business School • Google + posts also displayed in RHC • Blog Post’s, videos, images and slide presentations also rank well
- 38. So how canall this work for your brand?
- 39.
- 40. Develop your marketing infrastructure http://mashable.com/2011/08/31/social-media-crisis/
- 41. Start thinking like apublisher!
- 42. Image credit: http://sailingscuttlebutt.blogspot.co.uk Anticipate your audience’s needs
- 43. Make your content‘spreadable’ Be relevant and create value If I like your content it’s not because I like your brand it’s because I like my friends. Henry Jenkins – Spreadable Media
- 44. Talk about thesubjects you want to be found for.
- 45. Where to startwhen creating content • Start with objectives! • Who are you trying to reach? • What are you trying to achieve? • Where does it fit in the journey? • What format is best? • What do you want them to do? • How will your content support this? http://blog.eloqua.com/the-content-grid-v2/
- 46.
- 47. And don’t forgetit is a two way conversation
- 48.
- 49. Create Get content Apply some mainstream traditional worth media PR exposure sharing Obtain WOM Share in Get more reviews, social social media adding to networks followers SEO and reputation Social rankings Get inbound increase links Success! SEO
- 50. So who’s doneit? Meet Dollar Shave Club
- 51. Razor blades sentto your home for $1 a month
- 52.
- 53. Share in social networks
- 54.
- 55.
- 56. Get more social mediafollowers
- 57.
- 58.
- 59. Obtain WOM reviews addingto SEO and reputation
- 60.
- 61. Tools Making the mostof social & search
- 62. The challenges How doI assess What are people Social search saying about my publishing is performance? brand? hard work! How do I keep Which content track of works and why? everything?
- 63. The tools ofthe trade SEO Social media Engagement analysis monitoring support Social media Content analytics aggregation
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Editor's Notes
- #41 Altimeter Group