Social Media The Opportunities

Transcription

1 Social Media The Opportunities

2 Agenda Introduction What Social Media isn t What Social Media is The Blurring of Social and Search Marketing 7 Steps to Content Marketing Conclusions

3 Hello, This is Me Paul Tansey Intergage Web Marketing Nerd with the Big Chin I will never know everything Slides available later!

4 My Company Web design Content management Online advertising Social media Search engine optimisation Online and offline PR Video and multimedia Training and seminars Our aim

5 What Social Media Isn t

6 What Social Media Isn t Optional A replacement for offline networking A replacement for salesmanship Easy Cheap An opportunity to shout sales messages A place to talk endlessly about you A replacement for a Website Without challenges

7 Biggest Social Media Challenges Finding the time Creating original content Deciding what to say Measuring ROI Engaging with customers

8 Pre-Requisites To Social Media Success Be good at what you do Know what success looks like Have your brand guidelines agreed - including keywords Know your perfect customer Get to know them better! Join up systems and automate to save time

9 What Social Media Is A tool for keeping your ear to the ground A way to have conversations A way to get discovered A team game Something that needs rules Something that needs a plan/tactics A way to waste a lot of time/money A component of your marketing strategy

10 What Social Media Is A way to drive traffic to your website A great way to stay in touch A great source of advertising opportunities A great source of referrals The best way to use testimonials and recommendations A highly efficient way to communicate Something you should do yourself A way to publish and promote content

11 Pre Internet Marketing Our changed world Diagram adapted from the book Social Media Marketing An Hour A Day, by Dave Evans

12 Where Social and Search Impact Social Media Search Engines Social Media Diagram adapted from the book Social Media Marketing An Hour A Day, by Dave Evans

13 The Power of Word of Mouth 14% of people trust Ads 70%+ of people trust recommendations from strangers 90% of people trust peer recommendations

14 Good Word of Mouth

15 Detractors The Problem

16 The Changing Face of Search Google hasn t changed its goals The importance of keywords The importance of links The new link landscape

17 Search First We Discovered Keywords

18 Then Google and PageRank

19 Anchor Text Links All links that drive relevant traffic are good All links are not equal however Cheese More information Click Here More Information Site A Read more Cheese Site B Interesting Click cheese here facts Cheese Smells like cheese Cheese

20 On-page Vs Off-Page

21 More Complex Relationships

22 The Evolution Of Search Engines Recommendations Realtime Social influences Personalisation Localisation

23 Search Results Now More Diverse No longer just blue links to Web pages PDFs Images Blogs Video results Google Graph results Google+ Shares and Google+ Linked Blog articles Slideshare presentations News articles and press releases

24 Google s Panda Update Panda born February 2011 Mission = Kill low quality sites / Reward high quality sites An algorithm built to mimic what humans really like and trust A unique Machine Learning process More than 500 updates in 2011 alone Affected 12-13% of all US/English websites

25 Google s Panda Update Panda loves: Expert and enthusiast content Fast loading Social shares Sites you love and spend time on Interlinked content on pages Dynamic links

26 Google s Panda Update Panda hates High bounce rates Lots of Ads (especially above the fold) Lots of static links Broken links Pages that look like article marketing sites

27 Google s Penguin Update Penguin born April 2012 Mission = Kill WebSPAM Over-optimised sites Affected 3.1% of Websites A filter to remove junk out of SERPS

28 Google s Penguin Update Penguin hates: Keyword stuffing in content Scraped/duplicate content Sites that rank high and engage low Suspiciously exact inbound keyword links A lack of link diversity

29 Search Post Panda and Penguin Content still has to be labelled clearly (meta data etc.) Domain names still matter (although we are told not as much) Links important but inbound link profiles need to appear natural not manufactured New emphasis on user experience and navigation Design for users not search engines create Wow! content How users engage BY KEYWORD Social shares the biggest predictor of success make sure your content can be easily shared

30 Is SEO Dead? Some people have said Search Engine Optimisation (SEO) is dead

31 Search Results Now More Authentic Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance. Eric Schmidt, CEO, Google, February 2013

32 Google+ Authorship

33 Quick Re-Cap Social and Search are not enemies, they are partners Search engines LOVE likes, shares, comments and recommendations All kinds of stuff shows up in search if it Liked, Shared etc.) If SEO means manipulating search results through old school link creation, then it is dying Authorship is absolutely the way forward Search results can be dominated by successful social media profiles Can I show you something cool

34 My LinkedIn Profile is Found as No1 result on Google search for UK Web marketing speaker Web marketing expert Bournemouth Bournemouth Web marketing expert Bournemouth internet marketing expert

35 My LinkedIn Profile is Found on Page 1 on Google search for UK web marketing expert UK LinkedIn expert UK LinkedIn expert speaker internet marketing speaker Dorset

36 So What Big Head? How did this happen?

37 The 3 C s of Social Media Creation The Curation 3 C s of Content Consumption

38 Content Consumption Though the consumption of traditional media hasn't declined significantly among the executive audience, various social and digital media have been added to the mix for work-related purposes: 76% watch online video. 71% view webcasts. 65% use professional networking sites such as LinkedIn 63% read blogs.

39 7 Steps To Content Marketing

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42 Optimise this content using SEO tactics Ensure sharing is easy

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46 Summary Profile your customer in detail. Understand where they hang out online and how they search to solve their problems and achieve their goals. Assess, measure, refine and repeat Create and promote optimised content you think they will LOVE Your follower network grows as content is shared Content is Liked, shared, commented on and conversations start You attract more traffic to your site through search and referral It becomes more visible in search as this happens

47 Key Conclusions Social media isn t a strategy it s a collection of tools and tactics You need a Marketing strategy that encompasses social media Likes (shares, comments recommendations etc) are the new links Social profiles can outrank websites Authenticity and expertise are key Focus on a customer and how they make a decision Create content these people will LOVE Distribute this intelligently Engage in conversations Build relationships Measure, adjust and repeat

48 Thank You blog.intergage.co.uk