SEO, ORM and Social Media - The Holy Trinity of eMarketing

So, by now you know what Social Media is…

But do you know how to take a strategic approach to Social Media?

To use Social Media with other eMarketing tactics to take your campaigns straight to Heaven?

SEO, ORM and Social Media The Holy Trinity of eMarketing Heidi Schneigansz (Just call me Snowgoose)

What is a strategic approach?

Strategy is about the bigger picture: Goals, objectives and success criteria - what do we need to achieve?

Tactics are the actions we take to achieve the strategy

To be successful, you can’t have the one without the other

Without strategy, tactics are simply the noise before defeat

Sun Tzu: The Art of War

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Ultimately, Social Media strategy is about the decisive allocation of resources

The right mix of resources are akin to the Holy Trinity

SEO is God

But why is search important?

A brief breakdown of the The Search Universe

•  2 billion searches are performed each day on Google alone

•  20% of all search strings have never been used before

•  61% of people online enter the internet through Google

Why do you need to be at the top?

How do you get there?

Search Engine Optimisation

SEO 101

•  SEO is about 3 things: •  Content •  Links •  Usage data

…The best sites inevitably win

The thing is…

No matter how hard you work at traditional SEO, your site only gets 2 spots

That’s where Social Media comes in

Social Media is Jesus

It’s about engagement

It’s about starting a conversation

Mostly… it’s about Love

But the benefits of Social Media aren’t just touchy-feely

Now your brand can own the whole page, not just the top spot

The problem is, when you get into Social Media, you may open The Gates of Hell

People are talking about you, they expect you to talk back

And if you don’t, or if you say the wrong things, it could get ugly quickly

12 million people a year search for “Ryan Air”

A Ryanair employee comments on a blog…

Followed by the official response

Then the online community got hold of it

Then the newspapers got hold of it

These powerful sites often linked to this site…

And we know how important good links are…

It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently.

Warren Buffet

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ORM is The Holy Spirit

How is online reputation different?

It spreads faster...

… and the evidence lasts longer

Why is this important?

Because peers are the most trusted source of recommendation - Edelman Trust Barometer 2010

And bad press builds good links

Lucky Social Media isn’t all bad

Sometimes it’s uplifting

Sometimes it’s fun

And sometimes…

It just makes you say WTF?

The bottom line

Your customers are searching, make sure you’re found

Your customers are talking, make sure you’re listening

Your customers are asking, make sure you answer

Be strategy lead

And remember, the medium is not the message

Then pray for the best…

SEO, ORM and Social Media The Holy Trinity of eMarketing @SnowgooseSA