Lisa Williams top 25 social tactics for the search marketer
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Transcript of Lisa Williams top 25 social tactics for the search marketer
Search Discovery is a Digital Analytics and Search Marketing Agency.
Digital Analytics
SEO + Content Strategy
Paid Media
Technology
@SEOPollyAnna
The Product
@SEOPollyAnna
Connection to the product with great storytelling
Start with Communication Strategy Specific. Measurable. Actionable. Relevant. Timebound.
@SEOPollyAnna
#Carousel80 is a marketing campaign that supports the awareness, consideration and purchase of the Kodak Carousel.
We live in a world of abundance of information, abundance of photos of our life events, friends and family, but we have scarcity of time. The Kodak Carousel holds 80 slides and helps you tell the stories of your life and share that abundance in a way that connects us. With 80 slides we can organize our special moments and events into stories we can share and save for a lifetime. Join us in celebrating your life stories with #Carousel80
Plan
Audience
Story
Channels
Process
Conversation
Measurement
• Content mission
• Content stakeholder discovery
• Inventory audit & curation
• Persona/behavior identification
• Content mapping
• Campaign story
• Authorship integration
• Optimizing stories
• Social sharing structured data
• Channel integration plan
• Platforms to support collaboration across channels
• Optimizing for channels
• Identifying roles in social (community management, etc)
• Influencer identification and outreach
• Define KPI’s
• Content influence
• SEO Influence
• Share of Voice
• Product Sales
Unify Silos with a Methodology Embrace a process/methodology that drives business objectives
& encourages role clarity and ownership
• Editorial calendars
• Optimization checklists
• Brand guidelines
• Copy guide
• Social media guide
• Partnership & role
• Quarterly content council
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Define Assets Know what you’re optimizing
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Video
Landing Pages
Images
Blog Posts
Channel-Specific Markup for assets such as Rich Pins
Schema Markup
Nurture Relationships You can’t automate relationships (aka automation isn’t strategy)
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BONUS: Resources Strategy, marketing, social, PR, content assets, historical perspective & creativity
① Content Strategy for the Web Kristina Halvorson & Melissa Rach
② Cognitive Surplus Clay Shirky
③ It’s Not the How or the What but the Who Claudio Fernandez-Araoz
④ Epic Content Marketing Joe Pulizzi
⑤ Accelerate! Arnie Kuenn
⑥ Social Marketology Ric Dragon
⑦ Optimize Lee Odden
⑧ Social PR Secrets Lisa Buyer
⑨ From Gutenberg to Zuckerberg John Naughton
⑩ Made to Stick Chip Heath & Dan Heath
CPL Goal
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Enjoy the show!
Lisa Williams
Search Discovery
Director | Content Strategy & Marketing
@SEOPollyAnna