Post on 06-May-2015
description
STORY TELLING FOR SEARCH & SOCIAL MEDIA
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
MASTERCLASS
SEO not only holds the key to how many people interact with your brand, but also the key to reputation.
Knowing this, you have a deeper understanding of the digital platform.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
STORY TELLING
COMMUNICATIONSHow you tell your story
COMMUNITYThose who narrate your story for you
CONTENTThe way your story is narrated and received
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
REPUTATIONWHY WE ALL GET PAID.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
WHY IS THIS IMPORTANT
In one way or another, brands are influenced by their reputation above all else.
What people think, how people feel and what they say to other people is critical to their success.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
WHAT THIS MEANS FOR US
The offline and online worlds are truly connected and have changed the way we communicate and interact with each other.
Search & social have changed the way we make decisions & the way our perceptions are formed.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
FIRST IMPRESSIONS
Do we all know why search is critical to reputation? Because people don’t remember URLs:
the numbers one searched for keyword last year was Facebook.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
FIRST IMPRESSIONS
What’s ranking?
- Reviews
- Social
- Brand sites
- Universal results (video etc)
CONTENT: THE CORNER STONE
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
CONTENT
First, we need to understand why content is important to digital:
- Utility
- Access
- Entertainment
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
UTILITYALL TRANSFORMERS EXIST TO FUNCTION.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
UTILITY
In a world of diminishing time and 1,000 distractions, good content gives us utility
The ability to perform tasks (new and existing) with ease.
Create it, brand it or buy it: the company will be recognised for their work.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
ACCESSTRANSFORMERS TAKE ON EARTHLY FORMS TO FIT IN.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
ACCESS
Content itself gives us something else: access.
Access to those who want to participate, but don’t want to create (cue the 90-9-1 rule).
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
ENTERTAINMENTTRANSFORMERS LOOK AMAZING.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
90-9-1THE COMMUNITY MANAGEMENT ELEMENT.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
90-9-1
The make up of your community and how they affect your SEO and social media presence (AKA your reputation)
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
90
Still probably the most important group to influence, the 90% of people who will simply view your content.
SEO: Google remembers the results of the user-journey into your page.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
9
Facebook gives us the easy, low commitment “Like” button on just about every web page today, it means we can interact without needing to think too much.
SEO: Links to sites need to be on public pages
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
9
But it’s these guys we need to care about:
The advocates.
They will tell your story better than anyone else; Google knows that too.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
But which ones?
FORUMS: Communities of these little brand-freaks coming together to pay homage to your brand, product or industry.
Google is paying attention and ranks these bad-boys up top, so make sure they’re on board.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
1
The one percent of people; the meme creators.
These unholy gods of internet warfare, in my opinion, are unique and should be let alone.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
1
Brands still have a chance and should create content regularly that reflects their true identity and offers utility, value or entertainment.
If one goes viral, well we all know what happens then.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
90THE MUTE MAJORITY
9SEO SUPPORTED PRIMARILY BY THESE PEOPLE
LEAD AND DRIVEN FROM THE BRAND1
SEO AFFECTED
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
90SEARCH: CLAIM YOUR LISTING ON SEO/OPTIMISE LISTING ONSITECONTENT: REGULAR & OFTENON-SITE: CODE YOUR SITE PROPERLY
9
AUTHOR RANK: GOOGLE & BING HAVE SAID IT COUNTS (TWITTER)FORUM PRESENCE: STRONG SIG FILES & LOTS OF ENGAGEMENTON-SITE: LIKE BUTTONS, SHARE BUTTONS, COMMENTS
CREATE CONTENT: ACCESS//UTILITY//ENTERTAINMENTINTEGRATE PR: MEDIA, SPOKESPEOPLE, OUTREACH PROGRAMS
1
SEO AFFECTED
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
STORY-TELLING STRATEGY
1
9
90
COMMUNICATIONS: YOUR STORY
COMMUNITY:NARRATING YOUR STORY FOR YOU
CONTENT: THE WAY YOUR STORY IS NARRATED BY YOU AND OTHERS
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
AMPLIFICATIONWE NEED TO FIND A NEW PLANET.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
USE ALL YOUR WEAPONS
Search and social media should never be orphan strategies.
Let’s look at how each community segment can benefit your SEO strategy.
PR
PAID MEDIA SOCIALCONTENT
ON-SITE SEO OFF-SITE SEO
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
PR INTEGRATIONREPRESENTING THE VOICE.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
PR: MORE THAN JUST MEDIA
•INTERVIEWS
•FRONT PAGE MEDIA
•SPOKESPEOPLE
•FORUM REPRESENTATIVES
•COMMUNITY MANAGERS
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
PR: SEO
• REVIEWS
• OUTREACH
• EDITORIAL HITS
• VIDEO
• The “Sam Whitwicky” of digital strategy
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
PLATFORMSUPGRADE YOUR SYSTEMS.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
WAIT. SEO.
REPUTATION:- Default process- PageRank- Anchor Copy- Inbound links- URLs- Page Titles- Headings
- Meta keywords/descrips- Body copy- Internal link copy- Image alt tags- Asset properties- Copy (Prom, Prox, Dens)- Sitemaps- Accessibility
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
WAIT. SEO.
- TrustRank- Keyword strategy: // Research // Popularity // Competition // Priority
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
2010 Key Factors
- Local search- Social media signals- Online brand presence- Mobile search- Video- Branded search
http://www.bruceclay.com.au/seo/report/bruceclay_aus_seo_factors_trends_jan2011.pdf
- Mayday update- Website speed- Rich snippets- Spidering and indexing- Linking- Google instant- Instant previews
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
TRENDS FOR 2011
- Search Engines V SPAM- Positive reviews and ratings- Interactive search results- Personal & Local- Landing pages- Click through rates- HTML 5
http://www.bruceclay.com.au/seo/report/bruceclay_aus_seo_factors_trends_jan2011.pdf
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
ISSUES & CRISIS MGTWHEN DECEPTACONS ATTACK.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
ISSUES & CRISIS RESPONSE
SEARCH & SOCIAL will be critical. Having an appropriate infrastructure is paramount.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
ISSUES & CRISIS RESPONSE
63% of a company’s market value is attributed to reputation
The Economist Intelligence Unit rates REPUTATION RISK as the highest risk factor to a business (greater than regulatory risk or crime)
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
ISSUES & CRISIS RESPONSE
41% of global executives regard confidential or leaked information appearing online as a top risk to their company’s reputation
The first 120 minutes of a crisis can determine the public’s perception of your organisation
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
HOW TO RESPOND
Social: Monitoring 24/7
SEO: Creation of ‘dark sites’
PR: Activates spokespeople and advocates
SEM: Paid search
Digital: Website features
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
STRATEGYFOR TODAY, TOMORROW & THE FUTURE.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
STRATEGY
KNOW: What does success look like?
AUDIT: Where are you now?
AUDIENCE: Who do they think you are?
MEASURE: How will we know it is working?
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
STRATEGY
Short-term: Content development
Medium-term: SEO (On-site & Off-site)/digital strategy
Long-term: Community management
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
MASTERCLASS
UNDERSTAND REPUTATION.
UNDERSTAND YOUR AUDIENCE (90-9-1).
KNOW HOW TO WIELD THE POWER OF CONTENT.
USE YOUR ENTIRE DIGITAL ARSENAL.
KNOW YOUR SEO PLATFORMS.
BUILD AN ISSUES & CRISIS PLAN.
STRATEGY FOR TODAY, TOMORROW & THE FUTURE.
JYE SMITH - DIGITAL STRATEGIST - JYESMITH.com
STORY TELLING
COMMUNICATIONSHow you tell your story
COMMUNITYThose who narrate your story for you
CONTENTThe way your story is narrated and received