SEO at the Intersection of Social Media and Search

SEO At The
Intersection of
Social Media Text

November 15, 2012

Monday, November 19, 12

Agenda
Presenter
John Thyfault - VP, Search & Social Media
Beasley Direct Marketing

§ Defining the scope of social media
§ Social Media’s influence on search engines
§ Understand how to track social media and
benchmark for success
§ Best practices and policies for social media
marketing within organizations
§ Look at changes in how you interact with your
customers and their preferences for engagement

2

John Thyfault Background
The brings a proven track record of successful campaign, program and
product development expertise to his clients. His knowledge of search
engine optimization (SEO), pay per click (PPC) marketing and social media
marketing, combined with an in-depth understanding of customer
identification, market analysis and segmentation, allows him to deliver high
returns on our client's marketing investment for both business-to-consumer
and business-to-business markets.

John is active in local marketing associations, including the Direct Marketing
Association, the Business Marketing Association of Northern California. John
has taught search engine marketing extensively in Northern California and
across the country. He has led workshops for the Silicon Valley American
Marketing Association, the Direct Marketing Association in Northern and
Southern California and the Business Marketing Association. He also
teaches Search Engine Marketing at University of California, Santa Cruz,
Extension in Silicon Valley.

4

Social Media
What It Is and Is Not
§ Relevant Social Media Statistics for 2012
§ If Facebook were a country it would be the world’s 3rd
largest and 2x the size of the U.S. population
§ Over 50% of the world’s population is under 30-years-
old
§ Facebook tops Google for weekly traffic in the U.S.
§ 1 in 5 couples meet online; 3 in 5 gay couples meet
online
§ 1 in 5 divorces are blamed on Facebook
§ 2009 US Department of Education study revealed that
on average, online students out performed those
receiving face-to-face instruction
§ 80% of companies use social media for recruitment; %
of these using LinkedIn 95%
http://www.socialnomics.net/2012/01/04/39-social-media-statistics-to-start-2012/

5

Defining Social Media
vs. Industrial Media
§ “… a group of internet-based applications…that
allow the creation and exchange of user-generated
content.”1
§ Six different types of social media:
§ Collaborative projects (e.g. Wikipedia)
§ Blogs & microblogs (e.g. Twitter)
§ Content communities (e.g. YouTube)
§ Social networking sites (e.g. Facebook &
LinkedIn)
§ Virtual game worlds (e.g. World of Warcraft)
§ Virtual social worlds (e.g. Second Life)
1 Kaplan, Andreas M.; Michael Haenlein (2010).
"Users of the world, unite! The challenges and opportunities of Social Media". Business Horizons 53 (1): 59–68.

6

Defining Social Media
vs. Industrial Media
§ In Social media, the publisher and the user are co-
creating value
§ Differences between social and industrial media
§ Reach
§ Accessibility
§ Usability
§ Immediacy
§ Permanence

From Wikipedia http://en.wikipedia.org/wiki/Social_media

7

Some Leading Social Media Sites

§ Facebook § Qzone (China)
§ LinkedIn § RenRen (China)
§ YouTube § Badoo (Teens UK)
§ Twitter § Orkut (Brazil)
§ Google+ § Foursquare
§ Digg § Goowalla
§ Del.icio.us § Reddit
§ Technorati § Stumbleupon
§ Flicker § Pinterest
§ Mashable § Etc., etc., etc.

8

Social Media
What It Is and Is Not
§ Is not going supplement professional website
development
§ Is not going to replace email
§ Is not going to cure cancer

§ Has changed the basic way we communicate on
the web
§ We listen to our users and customers
§ We talk with them instead of at them
§ Has changed the product development cycle

9

Forrester
Research
Technographics
Ladder

10

Taking Advantage Of Social’s
Influence On Search
§ Three things that you need to know to be successful
§ Who’s talking about your product, marketplace and the
problems your product offers a solution to
§ Identify the Creators, Conversationalists & Critics and
where they are having their conversations
§ How are they talking about it? What is the language that
they are using.
§ Not just keywords but the tone of voice in the
conversation
§ What is important to the Creators, Conversationalists
and Critics
§ Straight facts
§ Center of attention / ego boosting
§ Solving problems for others

11

Influence On Search
§ Finding the Creators and Critics
§ NetBase
§ Radian6
§ Lithium
§ SocialMention
§ Klout
§ Google
§ BrandWatch
§ RavenTools
§ HootSuite

12

Influence On Search
§ Understanding their language via social media
listening
§ Starts very similarly to a SEO/PPC research
project
§ Good strong tools such as WordTracker,
Keyword Discovery, AdWords Keyword Tool,
SEOmoz, SpyFu.com, etc. can give you the
guidance on keyword list development and
potential
§ Start inputting your identified keywords into your
social tools from the last slide. You will start to
discover new sites, blogs, postings and people
to target

13

Influence On Search
§ Make your contributions INTERESTING!
§ Short, snappy headlines that promise info but don’t tell
the whole story
§ “Top 5 ways to drive social traffic”
§ “The 8 most embarrassing moments in baseball”
§ You’ve done the keyword research now use them in
any and all postings
§ Headlines
§ Body Text
§ Always include a link to your site/blog/product/profile in
any and all postings
§ Find the critics and try to be the first to share/re-tweet/
post their content. They will notice you and do the
same for you

14

Social Media Metrics That
Transcend Individual Sites
§ Avinash Kaushik, Digital Evangelist for Google,
Co-Founder of MarketMotive, all around thought
leader
§ Developed a cross channel model for tracking
the effectiveness of social media
§ Conversation
§ Amplification
§ Applause
§ Economic value

Occam’s Razor Blog,
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

15

Conversation Rate

§ Conversation rate = # of audience comments (or
replies) per post
§ Listen to what your followers/friends are saying
about you
§ Have meaningful conversations with your
audience
§ If you say something provocative, make sure it
has some relation to your brand/product/service


16

Amplification Rate

§ Same basic stat but viewed differently on different
social media networks
§ Twitter
§ # of retweets per tweet
§ Facebook
§ # of shares per post
§ YouTube
§ Share of clicks per post/video


17

Applause

§ True understanding of your audience
§ Twitter
§ # of favorite clicks per post
§ Facebook
§ # of likes per post
§ Google+
§ # of +1s per post
§ YouTube & blogs
§ # of 1+s and likes per post

18

Economic Value


19

Erik Olsen’s Social Media
Dashboard


20

Social Media Best Practices
Within Organization
§ Plan how your company will engage
§ Own your territory
§ Find your audience
§ Get the details on your profile
§ Listen before you speak
§ Have a conversational dialogue not a broadcast
§ Build your friends up over time
§ Exchange value in all of your interactions
§ Find the influencers in your space
§ Use your network only when you need to

21

Organizing Social Media Within
Your Company
§ According to Steven Van Belleghem, author of The
Conversation Manager, there are 4 phases to set
up best practices for your company
§ Build knowledge
§ Launch pilot projects
§ Integrate social media into the fabric of your
company
§ Leverage the effects of social media expertise
across the company

http://socialmediatoday.com/stevenvanbelleghem/311011/4-steps-integrate-social-media-your-company

22

Build Social Media Knowledge

§ Run a complete audit of where social media is
currently being used in the company
§ Who is using it and how are they using it
§ What is the overall knowledge/comfort with SM
within your company
§ What SM channels are being used
§ How is the company currently viewed in social
media channels, include brands, products and
company as a whole
§ Set up a social media dashboard

23


§ Identify your social media champions and have
them share their knowledge
§ Accept the social media does not lend itself to
traditional command and control management
§ Champions need to be empowered to take
action and start conversations on new subjects
based on dialogues taking place online

24


§ Set up an infrastructure for monitoring, reporting
and sharing knowledge
§ Don’t block social media sites!
§ Engage everyone in the conversation early to
avoid surprises
§ Bring legal & regulatory staff in early so that you
do not surprise them and have reactive
decisions instead of proactive policies
§ Make everyone involved aware of regulatory
limitations and set policies that allow
conversation while still staying within the
regulations

25


§ Develop a social media guidebook for the
company that lays out guidelines and rules
§ Get all out-ward facing personnel engaged in
social media
§ Educate senior management and get their buy-in
§ Social media is not the fastest developing
channel
§ Engage in training across all outward facing staff
§ Sales, Marketing, Customer Service

26

Launch A Variety of Pilot
Projects
§ Projects need to be designed to show value of
social media across the company
§ Goals to gather marketing knowledge and/or
financial results in addition to adding to
company’s social media understanding
§ Set up organized, measurable listening structures.
Share the info that is learned from online
conversations across the company

27

Leveraging What You’ve Learned

§ Social media and the info you discover will help to
break down walls between silos in your
organization
§ It will allow greater collaborations between your
organization and your customers to develop what
the products that the market is hungry for
§ It will start to create a coherent content strategy for
your company’s outbound communications

28

Leveraging What You’ve Learned
§ By listening to and understanding the
conversations that take place on social media, you
will be able to:
§ Increase your search engine rankings
§ Help your company to develop new success
metrics that better reflect the marketplace
§ Use your to use your company’s social media
presence to leverage your messages over time
in an incredibly effective way
§ Create a much more flexible, effective and quick
marketing program that will help to drive your
sales and grow your market because you
understand it

29

Optimize Your Landing Pages With
This Guide
• Optimize your landing pages with this 10-page, hands-on
guide offering tips on:
– Design
– Personalization
– Offers
– Usability

h"p://www.beasleydirect.com/landingpagesguide.html?source=seminar&lsource=WIC-‐1112-‐jt

30

Learn How to Optimize Your Emails

Learn how to optimize your emails for
delivery through spam filters and for
consistency across email browsers in
this handy guide. Learn how to:
– Get your email around spam
filters
– Make your email look consistent
across browsers
– Optimize your design for blocked
images and preview pane

h"p://www.beasleydirect.com/email_marke7ng/emailauditguide.html?source=seminar&lsource=SF-‐oms-‐1012-‐jt

31

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Multichannel Marketing
Hot off the press, this new guide
offers tips on how to save money
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h"p://www.beasleydirect.com/mul7channel_marke7ng/mul7channelmarke7ngguide.html?source=seminar&lsource=SF-‐oms-‐1012-‐jt

32

Thank You!!

Leave me a business card and I will send an
electronic copy of tonight’s presentation to
you.

Please call or write with any questions
John Thyfault
email: jthyfault at beasleydirect.com
phone: 650-323-1881
Twitter: @JohnThyfault

33

SEO at the Intersection of Social Media and Search

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