Rebecca Murtagh Social Media and Search Pubcon Las Vegas 2013
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#PubCon @VirtualMarketer Rebecca Murtagh Social Media & Search
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Rebecca Murtagh @VirtualMarketer Pubcon Presentation: Social Media and Search - a look at the relationship between the brand (owned, earned and paid content) in the context of visibility and authority in search engines Google, Bing, Yahoo - all of which take queues from social media engagement in their algorithms. How search engine optimization and social media optimization within a strategic plan can help brands reach target audiences.
Transcript of Rebecca Murtagh Social Media and Search Pubcon Las Vegas 2013
#PubCon @VirtualMarketer Rebecca Murtagh
Social Media & Search Visibility, Clicks &
Conversion!
You’veCome a long way, baby.
#PubCon @VirtualMarketer Rebecca Murtagh
You’ve come a long way, baby.
You’veCome a long way, baby.
#PubCon @VirtualMarketer Rebecca Murtagh
We did the 1st Pubcon session on Social Media and Search in 2009.
You’veCome a long way, baby.
#PubCon @VirtualMarketer Rebecca Murtagh
There wasproof
then…
You’veCome a long way, baby.
#PubCon @VirtualMarketer Rebecca Murtagh
There is more proof
now…
#PubCon Rebecca Murtagh @VirtualMarketer
February 2013 Evidence was present connecting social & search… Still, many remain skeptical.
What do Brands Really Want?
#PubCon @VirtualMarketer Rebecca Murtagh
Leverage social and search to:
• reach new audiences• establish relationship• promote conversion• grow market share
#PubCon @VirtualMarketer Rebecca Murtagh
#PubCon @VirtualMarketer Rebecca Murtagh
#PubCon @VirtualMarketer Rebecca Murtagh
Where is all the action . . . really?
the
website!.
#PubCon @VirtualMarketer Rebecca Murtagh
Where is all the action . . . really?
Where is all the action . . . really?
the
website!.
#PubCon @VirtualMarketer Rebecca Murtagh
Where is all the action . . . really?
the
website!
#PubCon @VirtualMarketer Rebecca Murtagh
Website Related
Social Media
#PubCon @VirtualMarketer Rebecca Murtagh
@VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
% 89 of consumers turn to a
search engine to find information on products, services or businesses prior to making purchases.
FleishmanHillard.com#PubCon @VirtualMarketer Rebecca Murtagh
@VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
#PubCon @VirtualMarketer Rebecca Murtagh
On-site SEO is only part of the equation.
#PubCon @VirtualMarketer Rebecca Murtagh
From Google Analytics:
Google Analytics shows howsocial metrics “impact the brand”
@VirtualMarketer | Rebecca Murtagh © 2012 Karner Blue Marketing LLC
How will your brand deliver what search engines seek?
#PubCon @VirtualMarketer Rebecca Murtagh
The WebsiteMust be the primary asset and ultimate destination for all brand activity.
#PubCon @VirtualMarketer Rebecca Murtagh
#PubCon @VirtualMarketer Rebecca Murtagh
3 Types of Digital Content Impact Your Brand:
• Owned• Paid• Earned
OwnedPaidEarned
#PubCon @VirtualMarketer Rebecca Murtagh
#PubCon @VirtualMarketer Rebecca Murtagh
Give customers what they want!
the recipe
#PubCon @VirtualMarketer Rebecca Murtagh
#PubCon @VirtualMarketer Rebecca Murtagh
Keep up on activities:• Blog (w/Authorship)• Social Media Updates• News/PR/Media
…on the website.
Help customers…
#PubCon @VirtualMarketer Rebecca Murtagh
Learn about product/service• Demos• Instructional Video• Product Photos &
Documentation• Whitepapers
…directing visitors to website for info.
Help customers…
#PubCon @VirtualMarketer Rebecca Murtagh
Sweepstakes & Promotions• Promote on Social
Media• Run on the Website• Collect List (money is in the
list!)
…manage on the website and assume responsibility and ownership of customer relationships!
Help customers…
#PubCon @VirtualMarketer Rebecca Murtagh
Provide Helpful Feedback• Social Media Monitoring• Customer Service• Response to Reviews• Answer FAQs
…on the website.
Help customers…
#PubCon @VirtualMarketer Rebecca Murtagh
Provide Helpful Feedback• Social Media Monitoring• Customer Service• Response to Reviews• Answer FAQs
…Direct to website for answers.
INCLUDING COMPLAINTS
Help customers…
#PubCon @VirtualMarketer Rebecca Murtagh
Join Community of Brand Fans• Community
Management• 1 to 1 Engagement• Feed/Guide discussion
…making the community and website reciprocal.
Help customers…
#PubCon @VirtualMarketer Rebecca Murtagh
Make Purchases• Promotions (Including
Ads)• Social listening to
identify leads• Make compelling offers
…conducting transactions on website.
Help customers…
#PubCon @VirtualMarketer Rebecca Murtagh
ThinkLike
#PubCon @VirtualMarketer Rebecca Murtagh
The ( )KnowledgeGraph
People(through verified identity)
PlacesGeolocation
ThingsInformation, Products & Services
Join me! Book signing: Thursday 10:45am-
11:25am
Exclusive Pubcon offer
25% off
j.mp/YDKKG3
Use code:
LWFY5NUA
