The Future of the Internet 1 - Social & Search = Content Marketing (Feb 2013)

Social Media – The Opportunities

Agenda

IntroductionWhat Social Media isn’tWhat Social Media isThe Blurring of Social & Search Marketing7 Steps to Content MarketingConclusions

Paul Tansey – Intergage

Web Marketing Nerd with the Big Chin

I will never know everything

Slides available later!

Hello, This is Me

Web design

Content management

Online advertising

Social media

Search engine optimisation

My CompanyOnline & offline PR

Video and multimedia

Training and seminars

Our aim

What Social Media Isn’t

What Social Media Isn’t

OptionalA replacement for offline networkingA replacement for salesmanshipEasyCheapAn opportunity to shout sales messages A place to talk endlessly about youA replacement for a WebsiteWithout challenges

Biggest Social Media Challenges

Finding the timeCreating original contentDeciding what to sayMeasuring ROIEngaging with customers

Pre-Requisites To Social Media Success

Be good at what you doKnow what success looks likeHave your brand guidelines agreed - including keywordsKnow your perfect customerGet to know them better!Join up systems and automate to save time

What Social Media Is

A tool for keeping your ear to the groundA way to have conversationsA way to get discoveredA team gameSomething that needs rulesSomething that needs a plan / tacticsA way to waste a lot of time / moneyA component of your marketing strategy

What Social Media Is

A way to drive traffic to your websiteA great way to stay in touch A great source of advertising opportunitiesA great source of referralsThe best way to use testimonials and recommendationsA highly efficient way to communicateSomething you should do yourselfA way to publish and promote content

Our changed world

Pre Internet Marketing

Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans

Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans

Where Social & Search Impact

Social Media Search Engines Social Media

The Power of Word of Mouth

14% of people trust Ads

70%+ of people trust recommendations from strangers

90% of people trust peer recommendations

Good Word of Mouth

Detractors – The Problem

The Changing Face of Search

Google hasn’t changed it’s goalsThe importance of keywordsThe importance of linksThe new link landscape

SearchFirst We Discovered Keywords

Then Google & PageRank

Anchor text links

All links that drive relevant traffic are goodAll links are not equal however

Site A Site BClick Here

More Information

Cheese Click here

Cheese

Smells like cheese

Cheese

Interesting cheese

facts

CheeseMore information

Read more

On-page Vs Off-Page

More Complex Relationships

The Evolution Of Search Engines

Localisation

Search Results now More Diverse

No longer just “blue links to Web pages” PDFs Images Blogs Video results Google Graph results Google+ Shares and Google+ Linked Blog articles Slideshare presentations News articles and press releases

Panda born February 2011

Mission = Kill low quality sites / Reward High Quality Sites

An algorithm built to mimic what humans really like and trust

A unique Machine Learning process

Over 500 updates in 2011 alone

Affected 12-13% of all US/ English websites

Google’s Panda Update

Panda loves:

Expert and enthusiast content

Fast loading

Social shares

Sites you love and spend time on

Interlinked content on pages

Dynamic links

Google’s Panda Update

Panda hates

High bounce rates

Lots of Ads (especially above the fold)

Lots of static links

Broken links

Pages that look like article marketing sites

Google’s Panda Update

Penguin born April 2012

Mission = Kill WebSPAM – Over optimised sites

Affected 3.1% of Websites

A filter to remove junk out of SERPS

Google’s Penguin Update

Penguin hates:

Keyword stuffing in content

Scraped / duplicate content

Sites that rank high and engage low

Suspiciously exact inbound keyword links

A lack of link diversity

Google’s Penguin Update

Content still has to be labelled clearly (meta data etc.)

Domain names still matter (although we are told not as much)

Links important but inbound link profiles need to appear natural not manufactured

New emphasis on user experience and navigation

Design for users not search engines – create “Wow!” content

How users engage BY KEYWORD

Social shares the biggest predictor of success – make sure your content can be easily shared

Search post Panda & Penguin

Is SEO Dead?Some people have said “Search Engine Optimisation (SEO) is dead”

Search Results now More Authentic

“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance”

Eric Schmidt, CEO, Google, February 2013

Google+ Authorship

Social and Search are not enemies, they are partners

Search engines LOVE likes, shares, comments and recommendations

All kinds of stuff shows up in search if it “Liked, Shared etc.)

If SEO means manipulating search results through old school link creation, then it is dying…

Authorship is absolutely the way forward

Search results can be dominated by successful social media profiles

Can I show you something cool…

Quick Re-Cap

My Linkedin Profile is

Found as No1 result on Google search for UK Web marketing speaker Web marketing expert Bournemouth Bournemouth Web marketing expert Bournemouth internet marketing expert

My Linkedin Profile is

Found on Page 1 on Google search for uk web marketing expert uk linkedin expert uk linkedin expert speaker internet marketing speaker dorset

So What Big Head?

How did this happen?

The 3 C’s of ContentCreation Curation Consumption

The 3 C’s of Social Media

“Though the consumption of traditional media hasn't declined significantly among the executive audience, various social and digital media have been added to the mix for work-related purposes:

76% watch online video.

71% view webcasts.

65% use professional networking sites

such as LinkedIn

63% read blogs.”

Content Consumption

7 Steps to Content Marketing

Optimise this content using SEO tacticsEnsure sharing is easy

SummaryProfile your customer in

detail. Understand where they hang out online and how they search to solve

their problems and achieve their goals. Create and

promote optimised content you think

they will LOVE

Content is Liked, shared,

commented on and conversations start

It becomes more visible in search as

this happens

You attract more traffic to your site

through search and referral

Your follower network grows as content is shared

Assess, measure, refine and repeat

Key Conclusions

Social media isn’t a strategy – it’s a collection of tools and tacticsYou need a Marketing strategy that encompasses social mediaLikes (shares, comments recommendations etc.) are the new linksSocial profiles can outrank websitesAuthenticity and expertise are keyFocus on a customer and the how they make a decisionCreate content these people will LOVEDistribute this intelligentlyEngage in conversation Build relationshipsMeasure, adjust and repeat

Thank You

@PaulTansey

www.intergage.co.ukblog.intergage.co.uk

+Intergage