Integrating Social Media With Digital Marketing to Drive · Media With Digital Marketing to Drive Sales . blog.milestoneinternet.com @milestonemktg 2 First 5 people to tweet me @milestonemktg

Integrating Social

Media With Digital

Marketing to Drive

Sales

2 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg

First 5 people to tweet me

@milestonemktg

using the hashtag

#smtravel14

get a St. Paddy‟s day pin!


Agenda

Setting social media goals

Evolution of search algorithms

Impact of social on search

Hummingbird

Integrating social into on-page strategies

Using tools for automation

Case study: Hotel Nikko

Key takeaway

www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 4

Milestone at a Glance

Drive online revenue and profitability for our clients

Silicon Valley ~ Chicago ~ India ~ 150 employees ~1400 hotels

Digital marketing software and services for hospitality


Setting Social Media Goals

Goals should be tied to

a revenue strategy

“„Engagement‟ is not a

metric, it‟s an excuse”

–Avinaush Kaushik

Website traffic, lead

generation and sales

should all be at the top

Source: Content Marketing Institute

http://www.kaushik.net/avinash/engagement-is-not-a-metric-its-an-excuse/

http://contentmarketinginstitute.com/wp-content/uploads/2012/11/b2cresearch2013cmi-121113201300-phpapp02.pdf


Recent Evolution of Search Algorithms

Algorithm updates

Algorithm overhaul

Search

Results

Socially relevant

Geo-local

Vertically focused


Impact of Social on Search


No Impact of Social Connections?

“You have this many followers on

Twitter or this many likes on

Facebook…we don‟t currently have

any signals like that in our web search

ranking algorithms.”

-Matt Cutts, 1/22/14

Source: http://www.youtube.com/watch?v=udqtSM-6QbQ

http://www.youtube.com/watch?v=udqtSM-6QbQ





But…Enter Hummingbird

Enables Google to understand identity and

social connections between

people

-Danny Sullivan, 11/11/13

“[Over a multi-year span]

we're more likely to

understand identity and to

understand the social

connections between

people.”

-Matt Cutts, 1/22/14 Sources: http://searchengineland.com/what-everybody-missed-about-hummingbird1-176031 http://www.youtube.com/watch?v=udqtSM-6QbQ

http://searchengineland.com/what-everybody-missed-about-hummingbird1-176031



















Integrating Social and On-page:

Microdata

Passively create a rich user

experience when people talk

about YOU on their social networks

Open Graph protocol

Twitter Cards

Pinterest Rich Pins

http://ogp.me/

https://dev.twitter.com/cards

https://developers.pinterest.com/rich_pins/



Missing Open Graph Tags



Google+: Update Launched 3/13/14


Missing Twitter Cards



Missing Pinterest Rich Pins



Social Tools: In-house or External?

SEO friendly scheduling

Enable collaboration across departments

Meaningful analytics


Case Study: Hotel Nikko

Facebook Benefits Beyond Likes

Facebook stats

395 unique entries

13% increase in Fans (non-paid)

Web stats, 6 weeks post sweepstakes

0.45% Visits

20.03% Visits via social referral

Social referral traffic clicks to booking at a 5% higher rate than all traffic

Additional future benefits

Email marketing

Demographic targeting options for PPC campaigns


Key Takeaway: Integrate Social with

Total Digital Plan to Drive Revenue

Measure & report

Deploy

individual channel

strategies

Create

content marketing

strategy

Share across

the

organization

Define goals

Documents

Integrating Social Media With Digital Marketing to Drive · Media With Digital Marketing to Drive Sales . blog.milestoneinternet.com @milestonemktg 2 First 5 people to tweet me @milestonemktg