September 27, 2011

SEO and Social (mini) Audit MassTLC Breakfast Seminar

Agenda

• Why Social• The Social Funnel• 5 Steps to Building and Growing Your Social Funnel

• Scribe Software Audit• Social Conversation Audit• Search Engine Optimization• Key Questions

• Q&A

2

Business Adoption of Social

3

Social and Sales

Via SocialMediaExaminer.comVia SocialMediaExaminer.com4

Social Is Changing the Game

5

Marketing Has Changed

6

B2B Audience and Social

7

Hello to the Social Funnel

8

Inside the Social Funnel

9

5 Steps to Building and Managing the Social Funnel

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Before You Begin with Social

• Always start by asking:• Is social important to my industry?• How relevant are digital conversations to my industry

and target buyers?• What would be the value for my company if we

engage with social?

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Step 1: Social Reach

Company Facebook Twitter LinkedIn Blog Forums

Scribe 458 1,058 297 Yes, twice monthly Yes

Informatica 1,781 4,530 6,212 Knowledge Center Yes

Boomi no 1,245 131 Yes, once monthly No

SnapLogic Personal profile

529 169 Yes, frequently Self-service portal

Pervasive 86 1,103 247 5-6 times/month Yes

Cast Iron no 563 222 no User support

JitterBit 17 791 75 3-4 times/month Yes

BizTalk 687 555 2,477 Yes, inactive over 1 year

Yes

Source: Scratch M+M 13

Social Reach and Passion

Brand Scribe BizTalk Infor-matica

Boomi SnapLogic

Pervasive Cast Iron

Jitter Bit

Strength 1% 11% 21% 8% 3% 1% 1% 1%

Reach 14% 28% 33% 28% 15% 17% 18% 12%

Passion 34% 45% 39% 64% 64% 41% 30% 49%

Legend: Strength: the likelihood that your brand is being discussed in social mediaReach: # of unique authors mentioning your brand vis-à-vis total mentionsPassion: likelihood of individuals talking about your brand who will do so repeatedly

Source: SocialMention.com 14

Step 2: Social Conversations

• Exploring data integration-related conversations going on within the last 30 days across all digital media channels – Microblogging (Twitter, Tumblr), Facebook, Forums, blogs, mainstream media sites, etc.

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Scan Setup

• Keywords used:• Microsoft Dynamics CRM • Dynamics CRM • Data migration• Data integration• Data migration tools• ERP integration• Data migration strategy• Data integration tools• Data migration tool

• Data migration best practices

• Data migration process• CRM data integration• CRM data migration

manager• CRM data migration• Dynamics CRM data

migration• Dynamics CRM data

integration• CRM data application• Dynamics CRM data

application

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Who Owns the Digital Conversation: Main Competitors

7321

154

62

Source: Radian6 17

Digital Conversations: Competitors (cont.)

26

62

72

388

Source: Radian6 18

Share of Digital Voice (without Microsoft Dynamics)

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72

388

26

8

89

210

Source: Radian6 19

Scribe Mentions by Media Type

Source: Radian6 20

Influencers: Blogs

• http://www.crmsoftwareblog.com

• http://www.webfortis.com/

• http://www.erpsoftwareblog.com/

• http://msdynamicnavblog.blogspot.com/

• http://community.dynamics.com

• http://mshelp.be/

• http://blog.customereffective.com/

Source: Radian6 21

Influencers: Twitter

• @hubspot• @GoodCRM• @CRMSoftwareBlog• @martintenvoorde• @MSFTDynamicsERP• @RoseBusinessSol• @briansolis• @MSDynamicsCRM• @SteveLevine1• @TechAssoc• @TechZader• @reijunkie

• @RDCushing• @NewTechBooks• @TheVCF• @HECRMGuru• @RoseASP• @infuseme• @crepigsite• @nextactioncoach• @TwiterPreneur• @rwang0• @BenHosk• @skcom71

Source: Radian6 22

Step 3: Social Content

• What’s working:• Educational white papers: • Webinars with opinion

leaders: • Product demos• Health checks• Events and conferences• Social tools

• Blogs, Forums, Customer Portals, Twitter, LinkedIn, limited Facebook

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Top Social Info Sources for B2B Buyers

86% of B2B professionals use social media to make purchase decisions:

Base: 645 IT decision-makers at firms with 100 or more employees in the US and Western EuropeSource: Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers

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Step 3: Key Social Content Metrics

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Step 4: Capturing Intent - SEO

• Understanding what your target audience is trained to search for and optimizing for that content

Search Engine Optimization

Language and Assets

Technical,Design and Site

Architecture

Linking and Freshness of Content

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Keyword Selection Framework: The Golden Middle

Long tail keywords are great when used as synonyms in the body text.

The art of keyword selection lies in discovering the balance between high-traffic and long-tail keywords

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SEO Management and Reporting Tools

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SEO Competitive Audit

Scribe* BizTalk Boomi Snap Logic

Pervasive Cast Iron

JitterBit

Infor-matica

Site Grade

92 20 96 95 73 89 92 98

Linking Domains

325 199 513 231 23 276 226 1,737

Blog Score

60 N/A N/A 94 94 N/A 60 95

MOZ Rank

5.1 3.4 5.5 5 4.2 5.3 5.5 5.9

Source: Hubspot Website GraderScribe Soft launched an updated website in September – data incomplete

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SEO Best Practices

The Art of the Landing Page

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Scribe Questions

• What are my competitors doing that I can learn from?• Being a resource, using educational tools, opinion leader

relations

• Emerging platforms, e.g. Google +, Forums, and their effectiveness with target groups?• Data integration segment: slow adopters of social platforms with

few exceptions

• What content best practices should Scribe adopt –niche focus or broader category awareness?• It all depends

• How are leading tech companies using social channels – as destinations or to promote their news and products?• Those who build destinations and focus on educating win over

those who talk at customers

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Step 5: Measuring Social

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Questions?

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Contact Info

• Lora Kratchounova, Principal, Scratch Marketing + Media

Social Marketing Services for Tech and Health IT Cos

www.scratchmm.com

@ScratchMM

• Sal GilibertoMarketing Programs Manager, Awareness Inc.

Social Media Marketing Software

www.awarenessnetworks.com

@sgiliberto

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