Develop a Social Media SEO Strategy
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Intersect Social Meda, SEO & Content Marketing and you have this presentation on how to build a Social Media SEO Strategy. Given by @TopRank Marketing CEO Lee Odden.
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Develop a Social Media SEO Strategy
- 1. Developing a Social Media Marketing Strategy Lee Odden - @leeodden TopRankMarketing.com TopRankBlog.com
- 2. TopRankMarketing.com Consulting Speaking Media
- 3. TopRank is Social Online Marketing since 2001 (Lee since 1997) Expertise: Search, Social, Content, Email Blogging: Since 2003 - 45k Subscribers Social: 7k FB Fans, 25k Followers Contributor: Mashable, ClickZ, OPEN SES Board of Advisors, DMA, PRSA “Lee is a thought leader in the social marketing and search space, and a valuable partner. I highly recommend Lee and the entire TopRank team.”Tracy Thomsic, Director, Corporate Digital Strategy and Marketing at McKesson Corporation
- 10. Crowdsourcing
- 12. What is Social Media? Brand Consumer
- 13. Social Media Strategy “Aligning customer & brand objectives through social engagement.”
- 14. Considerations Before You Start
- 15. Which of your business goals would be facilitated best through social media?
- 16. What unique stories do you have to tell?
- 17. What internal resources do you have to create, manage & promote?
- 18. Who are your biggest fans? Your best customers?
- 19. What social platform should you test for ROI?
- 20. Before starting a Social Media effort, what is your hypothesis? “We think an increase in blog subscribers over six months will correlate with an increase in inquiries and sales.” “Post activity on our help forum will decrease customer service call center costs.”
- 21. Social Media ROI Metrics Speed of Sales Cycle Percent of Repeat Business Percent of Customer Retention Transaction Value Referrals Net New Leads Cost Per Lead Conversions from Community
- 22. Basic Social is Basic Marketing Increase sales of product X. Buyers of product Y. Convert influential product Y’s to X, other Y’s will follow. Target influentials that will switch Events, video comparisons, contest for unusual use, endorsements Event participants, trials, comparison videos, contest participants, UGC, mentions, comments, referrals, sales Objective: Audience: Hypothesis: Strategy: Tactics: Measurement
- 23. KPIs: Key Performance Indicators Fans, Friends, Followers, Subscribers, Links, Mentions, Comments, Search Rankings Outcomes: Measurable Business Value Inquiries, Referrals, Leads, Sales, Interactions/Engagement, Cost Savings Measurement
- 24. How Companies are Measuring Social Media
- 26. Demographics fit well
- 27. 1st insurance company part of the social gaming ecosystem
- 28. Farmers Insurance blimp flying over 5m farms
- 29. Users check farms 2x = 10m impressions /day
- 30. Added 35,000 fans on Facebook page
- 32. Increase in agent productivity
- 34. Social Content Roadmap Framework for successful social media participation:
- 36. Customer
- 37. Prospects
- 39. People
- 41. Essentials of Social Media Monitoring Choose a tool(s) Keyword targeting – define searches Filter irrelevant info Refine searches Analyze results
- 42. Fundamentals of Social Listening Your Next Steps for Listening: Select free and/or easy to use software (search.twitter.com, socialmention.com) Start listening for brands, competitors, customer needs & keywords
- 43. Identifying Objectives Initial goals: Marketing focused Evolved to expansion of social participation on Twitter & Facebook Objectives now include Marketing as well as customer engagement, education & event support.
- 47. KPIs
- 48. Measurement
- 50. Social Content Objectives Your Next Steps Identifying Objectives: What business goals are you trying to reach that mesh well with social content? Identify opportunities (customer service, sales prospecting) though listening & participation.
- 51. Develop an Audience Profile Who is your target audience? Customers, Influentials, Media, Employees Research: Survey, Social Monitoring, Web Analytics, Appending Services Participate: First-hand community management
- 55. Media types
- 56. Social behaviors
- 58. Social Media Profile Tools http://www.forrester.com/empowered/tool_consumer.html
- 59. Demo: Male, 35-49, College, 60-100k Behaviors: Read, share, moderate interaction Preferences: Tips, Opinion, Image rich content Publish/Share: Comments, Status Updates, Bookmarks Top Keywords: CRM software, social CRM Social Sites: Twitter, Facebook, StumbleUpon, Blogs Participation: Join, Collect, Criticize Profile Example ABC Company
- 60. Develop an Audience Profile Your Next Steps for Social Profiles: Survey customer social media preferences Monitor social channels, web analytics Leverage email addresses with tools like Flowtown
- 62. Engagement
- 68. A1 Facebook fan page
- 71. Customizer applicationAnd Justin Timberlake
- 73. 5.5m visitors
- 76. 30.000 Facebook Fans 7/10
- 78. Social Content Strategy Your Next Steps for Social Content Strategy: What will it take to reach your goals through social content? Evaluate and test. Consider content creation and/or engagement focused. Develop social media guidelines
- 79. Social Media Tactics & Tools Coordinate social content promotions between channels. Social Content IndustryPublications Blogs
- 81. Blogging
- 82. Media sharing
- 84. Fan page or group?
- 85. Coordination between social channels
- 87. Conversation
- 88. Product updates
- 89. Commentary
- 90. Corp branding
- 91. SEO
- 92. Did I say SEO?
- 93. SEO!
- 95. Fan page
- 96. Group
- 97. Apps
- 98. Events
- 99. Places
- 100. Questions
- 101. Discussions
- 103. Branding
- 104. Customer Service
- 105. Brand monitoring
- 106. Sales sniffing
- 107. Content promotion
- 108. Indirect SEO
- 110. Engage prospects
- 111. Branding
- 112. Extend media
- 113. Complement SEO
- 114. Complement PR
- 115. Complement other social media
- 119. Adjustable goals
- 120. What does ROI mean to you?
- 122. Centralized or distributed
- 123. Software
- 125. Web Analytics
- 126. Social Reporting
- 128. Monitoring
- 129. Management
- 130. Persistent Search
- 131. Messaging
- 133. Thank You Time for Q & A Lee Odden - @leeodden lee@toprankmarketing.com TopRankMarketing.com TopRankBlog.com 877 872 6628 Online Marketing Newsletter:tprk.us/omnews
Editor's Notes
- http://forums.lenovo.com/lnv/
- ListeningObjectivesAudienceSocial StrategySocial Tactics & ToolsMeasurement Content Marketing RoadmapFundamentals of social media listeningSetting objectives for social content marketing3 keys to developing an audience profileCore components to a successful social strategyEssential social media tactics and toolsWhich measurement tools are right for you
- Modeled after the Forrester POST Method of developing a social media strategy
- Graphic credit:http://www.ignitesocialmedia.com/social-media-monitoring-funnel/
- Solution:People like to talk about cars. As soon as the first sketch of a new concept car finds its way into public, conversations begin, in bars, at work, online. Instead of trying to tell the target what to think, we decided to listen. So we created a tool to round up whatever was said about the new A1 and to encourage others to take part in these conversations and join the fan community. In addition to integrating isolated contributions from Facebook, Twitter, Youtube and various blogs within one large community hub, we offered sharing elements like configuration and styling tools, that enabled users to create and show their unique, personal versions of the new A1.