1. Search and Social
Then. Now. Going Forward.
Jenn Mathews
President
Wappow, Inc
Wappow.com

2. Who am I?
Twitter.com/SEOGoddess
Facebook.com/SEOGoddess
Facebook.com/theSEOGoddess
SEOGoddess.me

3. Search and Social Hawaii!
̵ What is SSHawaii?

4. Search and Social Hawaii! – Why?
̵ Small Group
̵ Advanced Topics
̵ Friendships
̵ Relaxing

5. Search and Social Hawaii! – Who?
̵ CEO’s
̵ VP’s
̵ Marketers
̵ Agencies
̵ Consultants

6. Search and Social Hawaii! – When?
̵ Last Week September
̵ 2 ½ Days
̵ Morning Topics
̵ Afternoon Activities
̵ Luau
̵ Dinner Cruise

7. Search and Social Hawaii! - Recap
SEO and
Social Media Marketing
go hand-in-hand.

8. Search and Social Hawaii! - Recap
SEO and
Social Media Marketing
go hand-in-hand.

9. Social Media and ROI
̵ Step #1 Establish a Baseline
̵ Step #2 Create Activity Timeline
̵ Step #3 Monitor Brand Mentions
̵ Step #4 Look at Transactional Data and Sales
̵ Step #5 Overlay Data onto Single Timeline
̵ Step #6 Look for Patterns
“You have to prove to who ever is in
charge there is a correlation
between all of these.”
Transactions
Activities
Loyalty
Web Data
Social Data

10. Employees and Social Media
̵ Relevant Marketing
̵ Customer Experience
̵ Culture
̵ Customer Service

11. Employees and Social Media
81% of Fortune 500 companies
31% conduct
have a SocialTrainingPolicy
Formal Media

12. Employees and Social Media
̵ Help employees understand company expectations
̵ Provide opportunity to discuss ramifications
̵ Support company if a legal issue arises

13. Employees and Social Media
̵ Branding and communications
̵ Corporate and Personal
̵ Disclosure
̵ Social “Voice”
̵ Actions to avoid

14. “ALIVE”
̵ Asses
̵ Listen
̵ Invite
̵ Value
̵ Enchant

15. “ALIVE”
1. Move into the neighborhood
2. Listen, listen, listen
3. Be neighborly
4. Increase property value
5. Be good to each other

16. “Alive” - Asses
Look at all online and offline content and asses where the social
media community around the company is at.

17. “Alive” - Listen
“Don’t just jump in and start talking”
Once you have assessed where the company is at in social
media, take a moment and listen to what is being said.

18. “Alive” - Invite
“You are going to be invited into the conversation.”
In most cases brand evangelists have already started talking and
built up the community, they will invite you in.

19. “Alive” - Value
“Now you get to talk.”
“Value is not determined by what you like, but what your
community already likes.”

20. “Alive” - Enchant
“Now that you have done all the preliminary work, you now have
to become an influencer.”

21. “ALIVE” - Tools
̵ Radian6
̵ Google Alerts

22. Q&A - Linking
̵ Question:
̵ I noticed in the past six months to a year or so I have been adding
good quality links, but it doesn’t seem to be moving my rankings up
or down.
̵ Answer:
̵ Ian Lurie - Google is paying more attention to site quality. One page
may be a good link, but if the rest of the site “sucks” then it won’t
count.
̵ Bruce Clay - We actually dig into our clients incoming links and
evaluate them. Any invaluable links we will remove. “Link Pruning”
̵ Some sites will even charge you to remove the link.

23. Q&A – User Behavior
̵ Question:
̵ Does Google track how long someone spends on a website?
̵ Answer:
̵ Laura Lippay- It is said that Google pays attention to bounce
rate, time on site, etc. but no one is truly certain of what they can
track, or how they use it in their algorithms.
̵ Certainly if someone spends time on your site it means it’s a quality
site.
̵ Ian Lurie- But if someone is going to Amazon, finding what they
want and completing their order in less than 3 minutes, does that
mean that Amazon is a low quality website?

24. Q&A – Google Analytics
̵ Question:
̵ Does Google use the Google Analytics data for ranking?
̵ Answer:
̵ Evan Fishkin- Google says they don’t use the data.
̵ Ian Lurie- They most likely don’t use data such as conversion
rates, but they probably keep track of time on site, bounce rate, etc.

25. SEO’s Get Social
̵ The last couple of years we have noticed the amount of time
spent online has gone up considerably
̵ The amount of time spent stumbling through websites, and
search has gone down.
̵ People are spending more time getting information from each
other…

26. SEO’s Get Social

27. SEO’s Get Social
̵ In the beginning
Google was simple
̵ One size fits all
̵ Then there was
personalization
̵ Localization
̵ Ambiguity
(“Hammer”)

28. SEO’s Get Social
̵ Google has gone as
far as they could
̵ The real focus is to
target the individual.
̵ That is where social
comes in.

29. SEO’s Get Social
̵ We are seeing that Search and Social are becoming
intertwined, and soon they will be difficult to
separate
̵ This is the goal of Google: to generate revenue by
dominating the SERP at an individual
level, personalized to each searcher

30. SEO’s Get Social
̵ Just being recognized by users
, G+, Facebook, Twitter, blogs and review sites
especially. Even after a recommendation, users
consult a review site 30 percent (and growing)
before buying.
̵ Social Sharing informs about popular content.
̵ Social Sharing points to high quality content.
̵ Thus Google and Bing are using link sharing on
Social Networks as SERP ranking factors

31. Social Gaming
̵ Completeness
̵ List of achievements gets people excited about “completing”
the tasks
90% Complete
Task 1 Task 2 Task 3

32. Social Gaming
̵ Time Equals Stuff
̵ In gaming they can’t give you money for your time, so they
give you stuff.

33. Social Gaming
̵ Backup Required
̵ Requiring people to add friends in order to play sparks the
viral effect.

34. Thank You!
Twitter.com/SEOGoddess
Facebook.com/SEOGoddess
Facebook.com/theSEOGoddess
SEOGoddess.me
Wappow.com