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Acxiom Interactive Marketing Summit 2011Marketing Summit 2011
April 4, 2011San Francisco, California
www acxiom com/ www acxiom com/www acxiom com/ www acxiom com/
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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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