Improving campaign results with search marketing and social media

Improving Campaign Results Improving Campaign Results with Search Marketing and S i l M diSocial Media

© 2011 Marketo, Inc.

Improving Campaign Results with Search Marketing and Social Media

Lee Odden / @leeoddenFounder of TopRank Marketing

Rand Fishkin / @randfishFounder of SEOMoz

#Marketo

Social SEO & Content StrategyAn approach to optimizing and socializing content for B2B Marketers

@LeeOdden, CEO TopRank Online Marketing

#Marketo

Why Social SEO?

2014$54 Million

Forrester Research

93%93%B2B are Social

Page 4#Marketo#Marketo

B2B are SocialBtoB Magazine Study / April 2011

Fortune 15 Healthcare Tech Co.

Needed more flexiblepublishing channel to capture search trafficand engage prospects.

All content is coordinatedand both SEO / social media friendly.y

Blog + Facebook attracts both searchTop search positions for critical attracts both searchand social visitors.

• Top search positions for critical search terms

• 1000’s more visitors


Press Release Distribution Service 100k’s of Hosted Docs

High profile &exposure & links

Contributed articles on blogs in alignment with target audience.

Sent 1000’s of visitors, boosted ,socnets, added links & organic traffic is up.


The Best B2B Marketing Software Company We Know p y

Blogs Twitter

FacebookSlideshare FacebookSlideshare

Li k dIFli k

• Blog & Corp Site SEO

LinkedInFlickr

• Blog & Corp Site SEO• Social Promotion• Dominates B2B Category

S O & C S


• SEO & Blog Top Conversion Sources

4 Keys to Social Media SEO

Listening Content Socialize Measure


Listening

Social Channels

K dKeywords

Influentials

SERPs


Audit Content & Assets

Wh t t t dInventory

What content do you have to work with?

& Audit

Web Pages, PDFs, MS Office Docs,Images, Video, Audio

Editorial

Perform a SEO Audit (keywords) on website blog and social content

Operationalize

website, blog and social content. Create & Curate


Editorial

Inventory

Develop customer personas that

& Audit

characterize social content preferences: discovery, consumption & sharing.

Editorial

Plan new editorial to meet customer information needs throughout lifecycle

Operationalize

Create & Curate


Lifecycle of Content Marketing


Social SEO Content Plan


Hub & Spoke Publishing

BlogIndustryPublications

Other Blogs


Social SEO Process

Make keyword glossary review a partInventory Make keyword glossary review a part of all digital content creation

processes. Web page, press release,

& Audit

specs, anything published online.Editorial

Train copywriters on SEO best practices and review periodically.

Operationalize

Provide creators with feedback.Create & Curate


Create vs. Curate

Inventory

Not all companies can afford orhave the resources for all content to

& Audit

be original.

Investigate options for content

Editorial

Investigate options for content curation software. Harvest

excerpts of others’ content, add i i h d i i

Operationalize

insight and optimize.Create & Curate


Content Curation

Industry Blogs Topic site

Industry News Topical EmailNewsletter

Identify Organize Share

IndustrySocial Media Topic Social

Media

Diagram via GetCurata.com


Grow Networks

Grow Networks

Train staff on use of the social networks and media sharing sites

l t t k t

Grow Networks

relevant to your market.

Promote social activity with

Be Useful

ycustomers and in your marketing to

grow the networks.Promotable

Allocate time consistently to social.Recognition


Be Useful

Grow Networks

Focus on being useful and sharing content that your network will gain

l f

Grow Networks

value from.

Maintain a positive ratio of other

Be Useful

pcontent vs. your own content promoted on social channels. Promotable

Gratuitous self promotion loses fans.Recognition


Promotable Content

Grow Networks

With each new web page or document, evaluate its

Grow Networks

,“promotability” i.e. its likelihood of

being shared and linked to by others.Be Useful

“Promotable” content should be suggested, shared and promoted to

Promotable

gg , psocial channels.

Recognition


Coordinated Social Promotion

Content Plan

K d

Blog PostMediaMedia

RSSNicheKeywords

Twitter

YouTubeMediaMedia Niche

BlogNewsBlog

FacebookNicheBlogCurator

StumbleUpon

Digg

Scraper

NicheBlog

Links & Traffic


7,321 Links


TitlTitle

1 438 771 Li k1,438,771 Links


Recognition

Grow Networks

Monitor social network members, employees, customers and industry

Grow Networks

p y , ypeers that help you promote

social content. Be Useful

Recognize them, reward them. Kudos and unsolicited reciprocity go a long

Promotable

p y g gway towards motivating behavior.

Recognition


Measure KPIs

B d l d idKPIs Based on goals, decide on measures:

K P f I di t

KPIs

Key Performance Indicators: • Mentions & Links• Referred Search and Social Traffic

Business Outcomes

• Comments, Shares, Ratings• Tweets• Subscriptions (email RSS)Subscriptions (email, RSS)• Social Connections (fans, friends)


Measure Outcomes

B d l d idKPIs Based on goals, decide on measures:

B i t

KPIs

Business outcomes:• Inquiries, Sales• Brand Visibility

Business Outcomes

y• Media Inquiries• Job Applicants• Word of Mouth ReferralsWord of Mouth Referrals


Takeaways

Develop more formal Social SEO training

C t t d d f h t S i l SEOCreate standards for what Social SEO skills are required for work roles

C ti i t d lContinuing to develop processes (internal and external)

E d ti tExpand reporting upstream (Dashboard) and across the team

I t i ti li tiInvest in creating applications or software


Social Data and the Future of LinksGoogle & Bing’s love affair with social-shared and voted links is just beginning…

Rand Fishkin, CEO and Co-founder, SEOmoz

© 2011 Marketo, Inc.

h hWhy Do the S h E i N d Search Engines Need

S i l Si l ?Social Signals?


Manipulation of the Web’s “Natural”Link Graph is OverwhelmingLink Graph is Overwhelming

Low Quality Directory Links Exact Keyword Match Domains w/ Anchor Text

l kPaid Links Masquerading as

Organic Citations

Article MarketingRe-Publishers


Blog/Forum/Guestbook/Submission Spam

And 100s More…

Those Who Share Content Do it on Twitter & Facebook Instead of Blogs/Websitesg

Despite the fact that I’m a prolific blogger, most of my link sharing happens

on Twitteron Twitter

(recommended tool)(recommended tool)Trunk.ly keeps track of all

my sharing activity


“Results from My Social Circle” Rocks

T t th t f i d Turns out that my friends share really good stuff!


Google Clearly Believes in Sharing Metrics; Hence “+1”g ;

hl ’ bl hTom Critchlow’s blog post here -http://www.seomoz.org/blog/google-1-and-the-rise-of-social-seo - does

a great job explaining this


a great job explaining this

What Signals ingSocial Sharing Matter?


Signals In Tweets

Tweeter(the authority/importance of the

tweeting person matters)g p )

Surrounding Text(in tweets, this sometime seems

d lik h t t)

URL(the link target)

used like anchor text)

(the link target)

Retweets(possible signal that a link/tweet

is more important)


Signals In Facebook Shares

Caption / Title of Share(in Facebook, this may play a semantic role)

URL(what’s being shared/liked)

Who & How Many Like It?(authority?)

Share Quantity(who’s “shared” this link publicly?)


Timing

http://www slideshare net/HubSpot/the-science-of-timing


http://www.slideshare.net/HubSpot/the science of timing

5 Tactics to Earn Gobs of 5 Tactics to Earn Gobs of Tweets, Shares & Votes,


#1: Use FollowerWonk to ID Relevant, High Value Contacts on Twitterg


#2: Earn Likes/Fans on Your Facebook Pages So Your Content Shows Up in More Feedsp


#3: Read/Follow Good Aggregators, Rewrite Their Headlines + Tweet/Share that Content


#4: Meet Influencers in PersonConferences & Meetups can Dramatically p yImprove Your Re-Tweet / Re-Shareability


#5: Measure and Optimize How You Share to Reach the Largest Audienceg

http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate


Improving Campaign Results i h S h M k i d with Search Marketing and

Social Media

&TWITTER AFTER-PARTY!

Send us a question on Twitter and we’ll have a look, giving youfeedback in 140 or less characters Include #Marketo in your tweet

#Marketo @randfish / @leeodden

feedback in 140 or less characters. Include #Marketo in your tweet.

Thank YouThank YouContact Us+1.877.260.6586www.marketo.com

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Improving campaign results with search marketing and social media