SOCIAL

MEDIA

Search

Marketers

+How To Perform Ethnographic Research

Using Free & Paid Social Listening Tools

+Research

Identify business goals

Frame user demographics using Display Planner, Twtrland & Facebook Insights

Vet demographics & psychographics with Facebook Ad tool

+Keyword Research

Perform keyword research to understand user needs

Use Keyword Planner, UberSuggestto predict content demand

Use Bottlenose Sonar for social keyword research

TIP: Search demand mirrors social chatter

+Social Listening

Perform social listening to understand user needs, demographics and vocabulary

Free Tools: Social Mention, Topsy

Paid Tools: Sysomos, Radian6

Segment Twitter followers into meaningful groups with Tribalytics

+Review Discussions

Review discussions to refine needs and discover new insights

Google killed discussion search, but there is a way around it

Use Quora to find topics, data and influencers

+Personas & Contacts

Iterate process until you have complete personas

Use Full Contact on your mailing list or subscriber base to collect social profiles of your users

+How To How To Identify Influencers At Scale

+Influencers

Use Followerwonk, Twtrland & Quora to find users that are popular and relevant to your topic

Compare followers to links to see who follows you and doesn’t link for quick hits

Vet guest post opps by audience with Twtrland

+How To Test Content Ideas Using

Social Channels

+Content Ideas

Identify what content is most shared using SocialCrawlytics

Pose questions on Reddit to gauge reaction of a targeted community

Use Quora to gauge reaction and collect a list of interested users

Use StumbleUpon PaidDiscovery to kickstart campaigns

Offline & Online

Two worlds of online and offline coming together with social media

Think Visually: Create visual content that businesses can use online AND offline

eBooks, infographics, interactive graphics, motion graphics, slide decks

Case Study

Quicksilver

Challenge: Pair of shorts not selling as well as anticipated

Solution: Created visual displays based on FAQs on products, making sales process easier

Case StudyADP

Challenge: Sales teams did not have sales materials to match products sold

Solution: Created strategraphics, measured popularity of sales materials via social, repurposed successful content online

Case StudyJewishBoston.com

Challenge: To modernize their Hagaddah to encourage users for Passover

Solution: Created eBook and app, physical asset that can be downloaded and shared

+Instagram Tips

Show products in context, such as on a model or in use

Use special occasions to bridge offline and online

Example: Phoenix Suns tweeted an image of Gerald Green on St. Patrick’s Day to encourage people to cut it out and “put their Green on”

+Pinterest Tips

Nordstrom is a great example of crossing over from social to store

Show popular Pins in store

Use Pinterest data to influence purchases and marketing decisions

Create Pinterest-like experience on your site

“Author Authority”

What is Author Authority?

Answer is in the root (author from Latin “auctor” = orginator, promoter)

Don Draper: “If you don’t like what’s being said, change the conversation.”

Google AuthorshipGoogle Authorship Review

How authorship has changed search since 2013

Review of factors affecting authorship snippet in search

Review of best practices for full authorship snippet

Google Authorship

Present Power of Google Authorship

Reinforces personal brand

Powerful in personalized search

Beyond Authorship

Author Authority in 2014 & Beyond

Why Google will need to move beyond rel=author

Eric Schmidt: “True cost of remaining anonymous might well be irrelevancy.”

Matt Cutts: Benefits of Google surfacing subject are authorities

How To Build Authority

Don Draper: “People want to be told what to do so badly they’ll listen to anyone.”

+Be Productive

To be an authority your have to be authoring

Learn to see content everywhere

Diversify & repurpose

Make the commitment – publish or perish!

+Be Authoritative

Know your subject better than anyone else. Do your homework.

Take time to be thorough

+Be Different

Find that part of the topic that no one else is talking about

Develop your own voice – people should see a piece of your content and be able to guess that it’s from you

+Be Ubiquitous

There is no substitute for showing up

Publish on as many different platforms as you can, then add a few more (repurposing helps!)

Work hard at your social followings

Share your best content again and again.

S.M.A.R.T. Campaign

Specific

Measurable

Actionable

Relevant

Timebound

Unify Silos

Share campaign goals; define the process on the teams:

Content

Search (SEO/Paid Media

Social/PR

Analytics

Define Assets

Create the Content Pillar

Create Calendars

Create collaborative editorial and conversational calendars

Define Priorities

Map out Paid, Owned and Earned opportunities

Define Media

Describe amplification efforts with Media and Paid Social content distribution opportunities

Define Partnerships

Are there content or business partnerships you can take advantage of?

Define Influencers

Who are the influencers?

Define Measurement

Agree on what success looks like

Integrate analytics dashboards to show search and social success

Plan for excellence

Define case study parameters

Submit your campaign for awards

ThankYou!