Social Media Marketing

Transcription

1 Social Media Marketing

2 SEO and Social Media Social media sites show up in search results (Google Universal Search) Social Media activity is a signal to search engines Social media and content marketing naturally build links Google Plus now firmly integrated with search

3 Social Media Marketing confused? Social Media Marketing

4 What can we use Social Media for? Brand awareness Brand advocacy Generating traffic and sales Customer service and information Customer support Typically not at the selling end of the funnel

5 Sales Funnel and Inbound Marketing No interest Accepts that we want to communicate with people at each stage of the process Accepts that people respond to different media at different stages Accepts that the more we give the more we get Content Marketing Blogging, S Media, whitepapers, ebooks, newsletters

6 Google Plus Serious Facebook competition? 350 million users now signed up Similar functionality to FBook Google hangouts video conference calls circles concept is a differentiator Best of Facebook, Twitter and LinkedIn? Intertwined with Google search

7 Use circles to segment your audience Eg have a circle for training course attendees people who have signed up for newsletters People interested in Social Media marketing people interested in SEO, etc

8 Cloggs,Social Media and Brand Development B2C Started Sept in house members of marketing team plus all staff encouraged to tweet Daily activity on Facebook and Twitter Encourage people to share ie post references on their walls Encourage people to retweet To date have around fans, and 9600 followers Do weekly blogging Traffic conversions from web visitors - slightly higher than search marketing Helps with search engines

9 What determines what I see in my top news feed? Edgerank Algorithm

10 My last visit to Facebook

11 What determines your position? Edgerank algorithm

12 Edgerank Algorithm 95% of Facebook users use top news Clearly if you want top visibility for your brand you need to understand edgerank Egderank based on:- Affinity, Edge weight, recency (so post often) Edges are every interaction you have on Facebook Eg uploading a photo, liking something etc

13 Advertise directlybased on demographics

14 Lots of likes - but how important is that?

15 Lots of interaction to engage fans, increase affinity and increase sales Encourage interaction Add free downloads of vids and music Competitions (eg tickets to shows) to engage fans and their friends Vids and music have high edge weight Posting twice a day for recency

16 LinkedIn 100 million on line, Business focussed Set up a profile And get found Set up connections with other people Advertise on a PPC basis Jobs Search for jobs, advertise your cv, advertise your position via your network

17 Linkedin Answers

18 LinkedIn participate in groups -or set up your own

19 Set up your Linkedin profile -make it comprehensive so you get found

20 Set up a business page -Showcase your products -Company updates -announcements -new services -communicate directly with your followers

21 Advertise on a PPC basis Target By: - Job Title Patent Attorney or Sr. Laboratory Technician or "Registered Nurse Job Function Sales or Engineering or "Marketing" Industry Banking or Biotechology Geography United States or Netherlands or Toronto Company Size "1-10" or " people Company Name "GE" or or "FedEx Seniority Age Gender "Female" or "Male LinkedIn Group "Business Intelligence Group" or "Corporate Real Estate"

22 Blogging the glue binding Inbound Marketing

23 A typical blog. Put your blog at the epicentre of your social media and web marketing

24 Benefits of a Good Blog Good way to keep in touch with your audience Rss, , bookmarking Integrated Blog (eg Wordpress) helps with SEO Long tail, links Search engine compliant Metatagging automatic Textual content Adds authority via links and shareability Your bridge to Social Media Marketing

25 Linking your digital assets

26 Social Networking sites (eg Facebook) Submit to article sites Syndicate content to other blogs Microblogging sites (eg Twitter) Your Blog -articles -Press releases -Lessons -reviews -guides PR sites (eg PRweb.com) RSS to others Social Bookmarking sites (eg delicious.com ) Video sites (eg YouTube) to contact database

27 A passion for Dinosaurs Blogs every day Auto linked with Social media FB, YouTube etc Posts also distributed to article sites and other relevant sites (1700+) Over 50% of web traffic attributable to blog Keyphrase list for main phrases and longtail used

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29 Another happy face!

30 Blogging and SM combined David Karp founder and CEO

31 Twitter - Microblogging Twitter and promotion Twitter and real time search

32 Twitter and Promotion Promotion of your products, websites, events characters BUT links back to more detailed content Link your Blog to Twitter to save time

33 Twitter for Business Leads Searches for tweets relating to pitch marking Responds to situations requiring product supply to generate business opportunities

34 Use Twitter to promote latest music and games

35 Twitter for Business Leads Searches for tweets relating to play equipment Responds to situations requiring product supply to generate business opportunities

36 What not to do?.

37 Twellow.com Twitter Directory See what people are tweeting about in your sector

38 5 tips to maximise search engine rankings through Twitter 1. Link to your Twitter profile Link to your Twitter profile from your website, blog, and by using social media sharing buttons. 2. Set up different Twitter accounts if you have different business units Different Twitter accounts are used when your company's employees use their own personal accounts to re-tweet tweets from a company account. 3. Use a friendly URL shortener Use a friendly URL shortener such as Bit.ly, Trunk.ly, or Goo.gl passes link juice from a tweet back to your website. 4. Use Klout.com to figure out who you are influenced by Klout is a service which analyses your influencers and who you influence. 5. Update accounts using RSS feeds of your content You can create an RSS feed of all the digital assets you have including YouTube videos, white papers, blog posts, press releases and more, and then syndicate these to Twitter.

39 YouTube and Video Now the number 2 search engine Now 1 billion unique visitors per month! Promote your products via YouTube and other video upload sites Include videos within your own website Set up you own channel you may get invited to become a partner

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41 Set up you own channel you may get invited to become a partner Invite people to subscribe so they see your videos automatically as you upload them Substantial driver of traffic for Blacksheep 13 videos to date Over 100,000 views

42 Optimise your clips

43 Video SEO guidelines -Posted Ensure video is tagged with relevant keywords Ensure it is in the most appropriate category Overdub the video with your domain name Ensure you include a clickable domain name back to your site Ensure the title and description include your target keyphrases (you can use Youtube to see what the most popular phrases are in your category) Ideally get a couple of friends to 'rate' your video - ratings (good or bad) have a strong impact on rankings

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45 UKTI mentions

46 Relativity changes everything At the end of a semester during an exam a student exclaimed Sir these are the same questions you asked last year! to which Einstein replied Yes, but this year the answers are different

47 For a copy of the slides. Just jan@janklin.com

48 Content Creation All-In-One 1 SEO Social Media Text goes here Marketing Automation Text goes here Marketing Analytics Landing Pages & Lead Nurturing Text goes here

49 Google + now included in search results Google Search Plus Your World (GSPYW) Google brings in results from your social network (even if you ar not signed in) Previously it couldnt get into all Facebook data but now can through G+ See Jan s Blog Post g/exciting-google-changessearch-plus-your-world

50 Including your social circles in search results Google now has access to reliable social signals for search results which it never could get through Facebook Eg if you are searching for holidays in New Zealand photos, recommendations etc will be served up from your social circle providing you are signed into your Google account

51 Google s Plus One Similar to Facebooks like button Allows you to mark web pages you like from search results Google will then include these sites in your search results More importantly Google will include sites marked by people in your social circle equivalent to getting recommendations from friends You need to be signed in, and have a Google profile

52 Pay per Click Advertising (&PPC)

53 Google Adwords

54 What determines your ads position? Bid price Advert effectiveness Landing page quality

55 WHY USE PAY PER CLICK? Capture many 100 s, 1000 s of keyphrases No website changes like optimisation For short term promotions For new websites Drive country specific searchers Geographic targeting Keyphrase analysis More accurate than the tools For websites difficult to optimise Flash etc

56 Tap into overseas markets

57 Capture The Long Tail Eg Health insurance versus health insurance for diabetics,.for over 45 year old men

58 Capture the long tail -200,000 keyphrases Targeted -65,000 alone for boilers -long tail phrases worcester Greenstar 28i junior combi boiler -Are cheaper AND convert to business easier

59 A series of Russian landing pages for luxury villas PPC on Google and Yandex SEO for these engines also

60 How pay-per-click works Title & Description Targeting Drives Quality of Leads Search Term Research & Targeting Drives Quantities of Leads Drives Conversions Landing Page Targeting

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62 Do s and Dont s Choose titles and descriptions that are relevant to the search Strong call to action Repeat search terms in the ad

63 Do s and Dont s The ad links directly to the relevant landing page

64 Consider multiple device types -avoid duplicate content issues - Use responsive web technologies to identify which device is being used to access your site -Display different website sizes to reflect the device being used -Use google analytics to see different device types accessing your site See Jan Klin s Blogpost on Responsive web design

65 Landing Pages Its not just the home page which needs to engage your audience Pages searchers and browsers land on which are call to action rich Designed to get visitors to contact you or buy from you

66 An Ideal Landing Page -Many calls to action -Include words which reflect what has been searched for -eg employment law -Build trust eg customer testimonials -appropriate images

67 Geo-targeting and International SEO is easier UK company Targeting the UK In UK English Weak on inbound links.com domain But - Google thinks it s NORWEGIAN Because that s where it s hosted.

68 Geo-targeting is easier -Webmaster Central

69 Geo-targeting multiple countries through the same site

70 Search Engine Market Share-International Google s not the only show I town Baidu China Naver Korea Yandex Russia Are dominant in their respective countries

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72 Use to submit to country specific search engines

73 Submitting to Yandex

74 Supplier of advanced instrumentation Strain gauges, wireless telemetry, signal converters For marine, automotive, engineering sectors Main Objective Increase the volume of worldwide enquiries in English and foreign languages

75 The solution...co.uk site offers limited worldwide visibility Local has high relevance to search engines Transfer site to.com Set geotargeting to worldwide otherwise hosting skewed Produce foreign language web pages

76 Mantracourt solution Professionally produced main language pages for each country Auto translate on other pages

77 Auto translation is not perfect!

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79 Relativity changes everything At the end of a semester during an exam a student exclaimed Sir these are the same questions you asked last year! to which Einstein replied Yes, but this year the answers are different

80 For a copy of the slides. Just jan@janklin.com