Harnessing social-signals-for-seo-action-plan-prasoon-gupta

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Harnessing the power of Social Signals for better rankings and traffic

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Social Sharing

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Principle`s

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• Target Long term objectives /Generic strategy

Participate Network Create Publish Share Engage

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Objective(s)

To develop network of influencer and connections with audience of specific geography

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Highlight

Social Sharing Action Plan w.r.t Time

Pinterest

Event Marketing

Coupon /deal marketing 4

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Platforms

Sharing Only

• Stumble upon• Delicious• Digg• Reddit

Publishing /Sharing

• Pinterest• Coupon Sites• Event

/Announcement5

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Step By Step

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Sharing Only Platforms

Digg

Delicious

Reddit

Stumble Upon7

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Action Plan – Part One

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Account Creation Three

account`s on each of the following sites

Stumbleupon

Delicious

Reddit

Digg9

#1 - Account Creation

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Activity Duration Multiplier Total Time

Account Creation 10 min 12@3 on Each 120 mins

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#a - Time Sheet

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#2 Network Development

Connect other users

Personal Message

/Request to connect

Like /DIGG/Fav their post

Share / re share /

comment

Research and share interesting trending content by other publisher • Share content /

relevant / Niche targeted

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Activity Duration Multiplier/Frequency Total Time

Send PM 3 min 40 @ 10 on each network

120 min

Like /DIGG/Res hare 1 min 80 @20 each 80 min

Commenting/appreciate 10 min 8 @ 2 each 80 min

Post /submit /share content 10 min 8 @ 2 each 80 min

Total Time Require d daily 360 mins ~ 6 hours

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#b - Time calculation

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Milestones

30 -50 connections daily

1000 connections /month

5000 connections/quarter

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#3 Start promoting

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Share/Engage

Share one link

/day/network

Tweet/facebook share each

permalink/url

Request via personal

Message to people in

network to Re-share –Visit –

Like

Acknowledge /Appreciate one

who comments/re

share promptly Ask them to connect over

other networks

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Activity Duration Multiplier/Frequency Total Time

Post story /Link with comment

2 min 4 @1 on each 8 min

Send PM 2 min 200 @ 50 each 400 min

Tweet/FB/G+ share 1 min 12 @3 on each 12 min

Commenting/appreciate 10 min 8 @ 2 each 80 min

Total Time Require d daily 440 mins

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#c - Time calculation

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Things to remember

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Not to spam

In the first few weeks avoid posting links

which portray self

Promotion.

Special emphasis on

personal messages ,

they are key to success in

winning social sharing

positions

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Part two

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Publish / Penetrate /Engage

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Pinterest

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Pinterest• In December 2011, pinterest made Hitwise’s l istof the top ten social networks,

sitting at #5 • Beating out big names like linkedIn and google+. As with any hot new social network

that comes

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Why Pinterest?

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• In October, the website of Time Inc.’s real Simple magazine got more traffic from pinterest than facebook.

• eye glass retailer warbly parker reports that 11% of their social traffic is coming from pinterest compared to 18% from Twitter

• After blogger kate bryan started pinning her work, she has had more than 10 million page views and has attracted 16,000 blog subscribers.

Traffic 22

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• using the “pin It” button on your pages, every single one of your pins will include a link back to the source

• Though they are all no-follow still posses value as can convert to additional traffic and balance link profile.

Links23

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• pinterest enables users to log in using their Twitter or facebook profiles and connect.

• Users can automatically post new pins to their facebook feed for others to see.

• members can share post through F/B ,twitter.

• Offers great to boost social sharing and get your evangelists to spread the word about your brand.

Social-Sharing 24

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• Know which product is performing well

• Customer Inclination• Competitor analysis• Thought leadership

Insights

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•Obvious…isn`t it?

Leads26

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Start

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Account Creation Three

account`s on Pinterest

Niche

Generic

Age group

Gender 28

#1 Account Creation

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#2 Profile/Identity Optimization

• LOGO/Identity /Picture is must

• optimize your pinterest profile under the settings tab.

• In case of organization Profile :• Choose your company name as your username and complete your

profile information, including a company description, logo, and a link to your website

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Activity Duration Multiplier Total Time

Account Creation 10 min 3 30 min

Profile Optimization 15 min 3 45 mins

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#c - Time Sheet

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#3 Start Pinning

Publish/Promote

Create 1 Pin/day /Re pin Others

content

Optimize Pins/Comment /

tag /link/description

Share pins Comments /Acknowledge

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Activity Duration Multiplier/Frequency Total Time

Create Pins 20 min 3 60 min

Optimize PINS 10 min 3 30 min

Share Pins 10 min 3 30 min

Manage acknowledge /comments

10 min 6 60 min

Total Time Require d daily 180 mins

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#d - Time Sheet

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Best Practice #1

• Facilitate Cross Networking /Add Pinterest Add a Pinterest “Follow” and/or “Pin.

• Be mindful of pin etiquette as outlined by Pinterest: be nice, credit your sources, avoid self-promotion, report objectionable content and tell them how they’re doing.

• Focus Group , look at the pinners who follow your brand and see what they’re pinning and who else they’re following.

• Keywords and Hash tags :You can also add multiple hashtags (keywords) at the end of your description.

• Link Back to Your Own Sites.

• Add Board Contributors Me + Contributors :Pinterest has great collaborative functionality with the “me+contributor” posting capability where you can allow others to contribute to your boards (note: they must already be one of your followers to be added).

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Best Practice #2• Run Competitions• Run Offers• Get Into Your Fans’ Heads• Add Several Images to Every Page ,facilitate

pinning.• Focus over topics and target group • Share infographics/E book cover/ brand

advertisement/Photo shoot• Daily activity PINS , bring close to brand.

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Part Three

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Event Marketing

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Event marketing is essentially marketing practice which connects consumers with your product in a special environment

to create a compelling, inherently personal experience.

Finding or creating an event that opens prospects' minds to the marketing message.

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Event IDEA(s)

Advertise on a site associated with a major event in the target zone

Sponsor an organization's online event (duration bound)

Donate to a nonprofit's auction

Tie into a product.

Create a content /special Event site

Internal Events

Public outreach events

Customer Service campaign/events

Contest /offer based events

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• Zvents.com• About AllConferences.com (updated 6/2011):• About ConFabb.com (updated 6/2011):• About Yelp.com (updated 6/2011):• About Eventful.com (added 6/2011):• Facebook Events• LinkedIn Events• The List• Angels and Urchins• ArtRabbit *• I House U• Designmynight• The Weekend Has Landed

Event Marketing Sites - US/UK

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Create Event

List on relevant Site (geography/demography)

Social Sharing

Measure Impact

Event Marke

ting

Roadmap

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Part Four

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Coupon Marketing

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Benefits of Coupons

• Extension OF Direct Marketing

• Introduced by Coca-Cola Company in 1887.

• Coupons were mailed to potential customers and placed in magazines.

• By 1913 one in nine Americans had received a free Coca-Cola, for a total of 8,500,000 free drinks through coupons

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Digital Coupons

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• Utilizing DIGITAL MEDIUMS to spread coupons in consumers.

• Growth of digital coupons OUTPACES that of printed newspaper coupons 10 to 1.

• Helped in printed savings of over 170 PERCENT during 2009 i.e. over $1 BILLION

• Americans saved $3.7 billion in year 2011 using coupons

• Over 3.3 billion coupons used in 2011 by Americans

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Types of digital coupons

• Discount coupons (Show & Save)• Enables shoppers to either print a local coupon offer or simply show

the coupon on a mobile device at checkout at the retailer or service provider.

• Save to Card • Allows shoppers to save coupon offers directly to their store loyalty

cards. The paperless, virtual coupons are automatically deducted at checkout .

• Coupon codes /M coupon• gives access to hundreds of thousands of online coupon codes that

provide discounts or free shipping on online purchases ,can be distributed via mobile phones.

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Types of M-Coupons

• Alphanumeric (Text Message)T• “Text meal deal to 498536 “• Versatile • Simple

• One Dimensional Bar Code • Helps prevent fraud • Widely used • Easy to create • Served up via WAP

• Two Dimensional Bar Code (QR Code)• Prevents fraud • Holds more info • Doesn’t require scanner • Read and interpreted by camera phones

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Who can use Coupon

Almost Every business

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Coupon Distribution• Submission to Coupon Directories like “Coupon cabin” , Ultimate

Coupon” etc.• Get List here • craigslist

• Submission to daily deal / Coupon publishing site ( geo target /Niche)• Social Media channels• Facebook• Youtube/Twitter• Other channels• Paid ad

• Direct Mailers• Mobile platforms• QR codes/WAP/Airpush • Mobilecoupons.com

• Paid campaigns• PPC • Banner ad

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Strategy

1. Know Your Audience• Research Audience to reveal the ideal product ,deal and

distribution channel

2. Coupon Deal “Save” Strategy• Research motivating Call to action , ideal discount

3. Coupon Strategy: Sell Hot Products• Hot /Most wanted product deals when amalgamated with

discount can do the magic4. Distribution Strategy : Follow them

1. Mobile or Tabs , Facebook or Groupon 48

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Research Audience

Identify Hot Product

Draft Discount

Distribution Strategy

Monitor

Coupon Marke

ting

Roadmap

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Q & A

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Thank you

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Compiled By Prasoon Gupta

[email protected]