Expo Digitalks 2011 - Marketing Digital - Brent Payne
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Social Media to Feed SEO
Brent D. Payne @BrentDPayne
SEO & Social Media Bald Guy
SEO 101
Links Popularity
Popularity Trust Authority
Authority Similar
Content Relevance
@BrentDPayne
Social Media Helps Create More Links to Your Site
@BrentDPayne
I’ve Heard the Excuses
• Digg
I Don’t Like . . .
• StumbleUpon
These Sites Don’t Fit My Brand . . .
• Blah
• Blah Blah
• Blah Blah Blah Blah
[Insert some other excuse here]
@BrentDPayne
And Some Half-educated Whining . . .
But Social Media Doesn’t Drive Traffic
• Digg
• StumbleUpon
But Social Media is Empty Calories Traffic
• . . . Be on Facebook All Day
• . . . Send Tweets
• . . . Make Stupid Comments on Digg
I’m Not Paying You to . . .
@BrentDPayne
300+ Choices. Pick One. Get Social.
Which Sites Will You Use? @BrentDPayne
Make It Easy to Be Social!
@BrentDPayne
Formula: The Social Media Title
The Viral Content Formula:
• [Number] [Adjective/Superlative] [Key Phrase] [Media Type]
Examples:
• 10 Movies that teach you how to commit crimes.
• 10 iPhone finance apps that count.
• 16 Drinks named for authors and their books.
• 25 Reasons it’s great to be an IT guy (or girl).
• Morgan Freeman’s 5 most memorable movie moments.
@BrentDPayne
Social Media Balance
BEWARE
OF NOFOLLOW
@BrentDPayne
Scrapers
Blog/Site Modules
Increased Awareness
But Remember the Secondary Benefits
@BrentDPayne
Example of How Twitter Can Build Links
147 Retweets Follower Reach 1,841,336 3,502 Visits in 24hrs 512 inbound links in 24hrs!
Brent’s A God!
@BrentDPayne
Twitter Account Types: News Feed
• Use your most frequently updated quality content
• Do NOT ‘at reply’ users from this account
• Do NOT follow people back from this account; follow your own accounts
Create a News Feed from RSS
@BrentDPayne
Twitter Account Types: Employees
• Set some ground rules about proprietary information
• Underscore that company grievances should be addressed with Human Resources
• Provide information to employee about libel/slander and the consequences
• Allow them to promote the company and the competitor
• Allow them to be genuine and personable
• Give them freedom to be themselves in all aspects of their lives
• Understand and accept that mistakes and issues will occur
• Do NOT officially endorse them
Allow Employees to Tweet
@BrentDPayne
Twitter Account Types: Celebrities
• Make it a job requirement to have a Twitter profile
• Give them freedom to be human (i.e. complain about their commute)
• Get them to interact with their followers (follow them back, at reply, DM, etc.)
Force Celebrities to Create Accounts
@BrentDPayne
Twitter Account Types: Brand Persona
• Create a character that your audience can connect with personally
• Spend time to create a decent avatar
• Mimic your brand perception or mimic the target audience demographic
• Create a detailed personality, writing style, interests, etc. for the persona
• Be sure to have the persona engage with the audience via ‘at replies’, ‘direct messages’, and even send event invites
• Keep who’s behind the ‘veil of Oz’ private, always
• Do NOT allow those behind the veil to inject personal opinions inconsistent with the brand persona
• Make it your brand’s social media face
Create a Brand Persona
@BrentDPayne
Get Big Fast: Promote Your Profiles
• Use your readership of print media to promote your twitter profile
• Use your viewership of television to promote your twitter profile
• Promote your twitter profile to your listeners via radio
• Don’t forget the easiest of them all… your website visitors!
Make Your Audience Aware
@BrentDPayne
Get Seen: Use Twitter Directories
• List yourself in the top Twitter directories
• WeFollow, Twellow, Muck Rack, etc.
Use Twitter Directories
@BrentDPayne
Engage the Locals: Have a Tweetup
POUH YOUR COMPETITOR
• Invite top referrers or bloggers specifically
• Pick a decent venue that can handle 2x expected turn out
• Utilize event sites like EventBrite or Meetup.com
• Have one or two celebrities attend to create a draw
• Clarify dress code, theme, location, food or no food, etc.
• Promote the Tweetup from all profiles
• Have large nametags available and plenty of pens
• Take lots of pictures and post them publicly
• Remember to MINGLE!
• Do NOT buy the alcohol!
Tweetup = Local Engagement
@BrentDPayne
Take Off The Gloves: Poach
POACH YOUR COMPETITOR
• Follow those that follow your competitor…and engage with them
Poach Your Competitor’s Followers!
@BrentDPayne
Get A Little Dirty: Cheat/Automate
• Auto-follow all followers of a particular user
• Auto-follow all those that a particular user follows
• Auto-follow those that follow you
• Auto-follow those that tweet a particular keyword
• Auto-follow by geography
• Auto-unfollow anyone that isn’t following you
• Only follow those that have x number of followers but under y number
• Only follow those that have tweeted at least x number of times
• Only follow those that have a non-default profile image
• Setup a tweet for a later date and time
• MUCH, MUCH, MORE!!
Twitter Automation
@BrentDPayne
Welcome Page
• Ties your website and other advertising into your Facebook presence
Consistent Brand Image
• Ability to encourage people to ‘like’ the page
Encourages Fans
• Protects new potential fans from seeing potentially negative comments on your wall
Reputation Management
Monitor Your Wall!
• Huge Audience! Huge Responsibility!!
30 Million Fans
• Coca-Cola has two negative comments in just the past 30 mins
Negative Comments
Facebook Photos
• Allow users to tag photos of your brand in photos
• Increased visibility
Allow Tagging of Photos
• Illegal activity, inappropriate behavior, etc.
Monitor for Misuse or Bad Branding
Promote! • Get fans to get you more fans from their friends
Virtual Viral Gifts
• Run sweepstakes or contests
• Be careful of Facebook rules
Sweepstakes/Contests
So That’s Popularity…Now Let’s Talk About Relevance!
Links Popularity
Popularity Trust Authority
Authority Similar
Content Relevance
@BrentDPayne
Be Relevant!
•Discover what the world is talking about
•Discover how the world is talking about
•Discover when the world is talking about it
•Discover where in the world they are talking about it
•Discover why the world is talking about it
•Discover who to engage with when talking about it
•TALK ABOUT IT TOO!
@BrentDPayne
SEO: Where Do I Start?
Weather What are people
searching for? How can I find
out?
Sports
Local News Movies
Politics Fashion
Food
Horoscopes
Travel
@BrentDPayne
Related Terms & Estimated Volume (Month Lag)
https://adwords.google.com/select/KeywordToolExternal
http://www.google.com/trends
Google Hot Trends: Introduction
List of Top Search Terms
• Shows highest volume search terms by percentage of increase
• Updated every hour on the hour
Powerful for . . .
• Breaking news
• Historical top terms by date
• General Education on Searcher Behavior
@BrentDPayne
http://www.google.com/trends
Google Hot Trends: An Indication of Hourly Search Trends
• Volcanic – Extreme volume, usually high competition
• On Fire – High volume, considerably less competition
• Spicy – Strong volume, not worth chasing unless it’s a hyperlocal term or you’re a small site though
• Medium – Medium volume, not worth chasing after
Hotness Factor
• Graph – Watch it and catch terms while they’re still peaking
• Related Searches – Use them in your content to differentiate in high competition times
Other Things to Consider
@BrentDPayne
Google Trends: Compare Search Volume by Terms
http://www.google.com/trends
Compare multiple terms to determine which term receives the highest volume of search traffic.
Use the drop down menus to change the date range and regional data sets.
http://www.google.com/insights/search
Geo-Specific Keyword Research? Use ‘Google Insights for Search’
Discover the top volume search terms by category and geography
Discover fastest rising search terms by category and geography
http://www.google.com/insights/search
Geo-Specific Keyword Research? Use ‘Google Insights for Search’
Discover the top volume search terms by category and geography
Discover fastest rising search terms by category and geography
http://www.google.com/insights/search
Geo-Specific Keyword Research? Use ‘Google Insights for Search’
Discover the top volume search terms by category and geography
Discover fastest rising search terms by category and geography
Contact Us for More Details
Brent D. Payne – SEO & Social Media
Twitter: @BrentDPayne
Facebook: facebook.com/BrentDPayne
Email: bpayne@gmail.com
SEO & Social Media Director
Phone: 312.324.3344
Email: Brent@435Digital.com
Twitter: @435Digital
435Digital.com
More SEO & Social Media Presentations: http://www.brentdpayne.com/presentations
(435 Digital is a Tribune Company)
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