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Acxiom Interactive Marketing Summit 2011Marketing Summit 2011

April 4, 2011San Francisco, California

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Cross-Channel Enterprise-Level SEO on

Search Engine Social Media & MobileSearch Engine, Social Media & MobileAndreas Ramos

Director of Search Strategy, Acxiomgy,

www acxiom com/ www acxiom com/www acxiom com/ www acxiom com/

© 2011 Acxiom Corporation. All Rights Reserved.

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Search Engine OptimizationSearch Engine Optimization

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Social Engagement OptimizationSocial Engagement Optimization

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Social Media Is EngagementSocial Media Is Engagement

iPad 2Video Camera

Credit Cards Cell Phone

Casinos

Japan

Casinos

Kate Middleton

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Google’s Experience with VideoGoogle s Experience with Video

vsvs.

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YouTube’s Social SignalsYouTube s Social Signals

> Number of views

> Acceleration (how quickly the views grows)

> Number of Likes/Dislikes

> Number and sentiment of comments

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YouTube’s Social Signals (continued)YouTube s Social Signals (continued)

> Votes (likes versus dislikes)

> How many responses to the video?

> Do people favorite the video?

> Do people add the video to playlists?

> Do people share the video?

> Is the video match its target audience?

> Is the channel an authority?> Is the channel an authority?

> How many subscribe to the channel? 

> How many links point to the video?

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Google’s Like ButtonGoogle s Like Button

> Google adds interactivityIf lik h lt k it• If you like a search result, you can mark it

• People in your Gmail contact list will see the markup• Add a button to your Web pages

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Google’s Like Button for AdsGoogle s Like Button for Ads

> If you like a Google ad, you can mark it

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Google’s Social ConnectivityGoogle s Social Connectivity

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Interaction Is Community> Broadcast doesn’t work

• One‐to‐many

Interaction Is Community

• Marketing messaging

> Get involved in one‐to‐one conversations• A few loyal customers produce most of the revenues

• Find conversations• Find conversations• Find what is broken so you can fix it

• Identify the keyIdentify the key members 

• Build loyal relationships• PR: Personal relations

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SEO forSEO for

> Facebook’s pagesP fil• Profile page

• Community pages• Official page

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SEO forSEO for

> Bing and Facebook

> Bing and Twitter 

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SEO forSEO for

> Company pagesO i• Overview

• Jobs • Products and services• Staff on LinkedIn• Staff on LinkedIn

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SEO forSEO for

> It’s not enough to just post

> PR posts are ignored

> You engage in conversations

> People repost your tweets

> People talk about you

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SEO for MobileSEO for Mobile

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Cross ChannelCross Channel

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Social Engagement Optimization in 2011Social Engagement Optimization in 2011

> Moving beyond search engines

> Build a loyal audience

> YouTube, Google, Facebook, Yahoo!, Bing, LinkedIn, Twitter, mobilemobile

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Thank You.

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© 2011 Acxiom Corporation. All Rights Reserved.