Killer Facebook Marketing Tactics: SES London 2011

Liana ‘Li’ Evans is first up. You have to realize that facebook is not a search engine. It’s hard to find things on facebook if you are not connected already. Facebook’s algorithm for seearching for things is not the same as Google. Facebook provides value, stickiness and engagement. Is your audience there? It is a very 1 on 1 connection of facebook. If you want to make connections you need to be ‘real’. If your audience is there – lurking – but not engaging you could consider using facebook ads How do you create stickiness? Create something that keep them coming back – for example games. Twitter has only 200 million registered accounts, but only 20% of them are active – whereas Farmville has over 50 million active users. Needs to be: fun, needs to reward, and needs to give them a reason to get their friends involved. Engagement contests can engage people – they can fill rooms. when your content is valuable your audience will let you know. valuable applications get used – e.g. tripadvisor you can cross promote engagement – e.g. linkedin, facebook, twitter etc add value to groups – NOT spam. Distractions valuable applications connect and distract e.g. trippit and foursquare badges create distraction quizzes even profile pictures can distract: Creating distractions can create value – for example tagging. Facebook ads are your people engaged or are they lurking? if they are engaged you can use it to create even more engagement oppotunities you can target by age, geolocation, what they ‘like’, what groups are they part of, advanced demographics etc BUT it is not Google...

Local 2.0 The evolution of local search: SES London 2011

Moderator: Andy Atkins Kruger – Webcertain Speakers: Lisa Myers – Verve Search, and Jens Munch – Strategic Partnerships, Google First up is Lisa, speaking from a client perspective. Some stats: 1 in 5 queries have local intent. 97% of consumers use the web to shop locally local is the fastest growing trend in search. Lots of traffic to be had in local. 20% of all google search queries are related to local search Google places / Google local / Google local business listings (or whatever Google’s calling it this month!) Local business centre was re-launched as Google places with new features in April 2010. Including: location of Google maps in web search moved to the right of the screen Google hotpot launched in November 2010 Moving the map to the right hand side has pushed the organic listings below the fold! Search marketers around the world think WTF??? Key ranking factors in the local algorithm location – proximity of your business to the search query, the relevance such as business name, associated categories relevance – including your business name and category listings prominence – includes data citations, reviews, occurences of business in UGC Categories are a very important factor – you need to choose at least one of Google’s suggested categories, some belive that the more of Google’s recognised categories you choose the better, but it depends how relevant they are to your product or service offering. You need to upload as much content as you can – photos and videos etc. Fill the profile out as fully as you can. Top local search ranking factors category association –...

Introduction to Social Media with Lisa Myers – SES London 2011

Lisa starts by thanking us for being up this early, she’s surprised there aren’t come more tired faces given the party last night! Mmm, yes – well some people were taking photos of themselves in toilets late into the night…looking hot seochicks! What is social media? Is it facebook, twitter, digg, bebo, foursquare etc? Social media is about you, it’s about what all of us do with this technology. These sites are networks are the tools: “Social media as a marketing discipline isn’t getting your brand up on facebook, it’s about what you do when you get there.” She gives some stats on how HUGE social media is. Pepsi and the superbowl – big advertising spot. In 2010 they ditched it and put a third of their annual marketing budget into their social media marketing campaign. How do you use social media for business? The RULES: Listen Engage Be honest Don’t be a dick Pillars of social media Social networking Viral Campaigns Online PR Make sure you know what you want to achieve, what is your objective? Is it link generation, brand awareness, traffic, conversions? Or all of them? Who is your target audience? Age, gender, location. Twitter might be not the best channel if your customers are 50 plus. Social media marketing elements content marketing site seeding link baiting online reputation management and monitoring Blogging as where businesses should start and where social media skills can be honed. gives your product or service a personable voice, develops a positive reputation online, expansion of content, reaching a wider audience BUT it’s not easy as setting up and go… You...

Developing great content: SES London 2011

With Amanda Davie from Reform, and Caragh McKenna of The Search Agency. First up is Amanda Davie. She says she is going to try and make her presentation without mentioning JC Penney – great content but it’s getting tired….;) Define:content Content as the life-stream in search marketing. Examples of great content: Telegraph published a book of their unpublished letters, an example of old school user generated content. This was very ‘on brand’ for The Telegraph. They put this content on facebook, repurposed to appeal to a new demographic. Plays the tape of James Naughtie’s radio debacle. Great content is sticky and hangs around long after the event. ‘Webbies’ awards this year – Zombie Roadkill was a US web TV show. www.roadkillyourfacebook.com/ – What makes content great? EUSEM Entertainment Utility Status Education Monetary Value Bringing new people to the site, getting repeat visitors, increasing engagement, driving revenue. As search marketers we are sitting on a goldmine of information that can inspire us – search and social data. But we are also drowning in data – it’s a challenge for us to gather the data – and from it develop insights from which we can spark ideas and innovate. Tips for content that’s great Understand your audience – where are they, what are they searching for, what are they talking about? Be authoritative or give advice e.g. “how to…” Best of, Top 10 etc Think “universally” – universal search. can you produce content in different formats? Make it controversial Use data, infographics and charts… Tips for great editorial content Do your keyword research Write casually Write succinctly Avoid jargon limit the...

Content Marketing Strategies with Lee Odden – SES London 2011

In this session Lee Odden of Toprank Online Marketing gives the lowdown on content as the core of any search or social media marketing programme. He’s friendly, keeps inviting people up to sit at the front. I like him. He clarifies: This is all about content marketing and optimisation. He works with small companies – through to large million dollar healthcare companies – offering content editorial based marketing. Anything not to do with advertising. Asks – ‘who is in a role where you personally are authoring original content?’. Most of us. Many people are in the role of authoring content to communicate and persuade potential customers. ‘Build it and they will come’ is baloney. Needs promoting via social channels and search. 92% of consumers use search to find out more info about products and services before puchasing. You need to ‘get’ this, and become accountable for driving traffic to your content. Your potentials are finding you via Google, Youtube (2nd most popular search engine after Google) and other social media channels. 7% of folks in the UK are engaged in social media somehow. Globally there is an explosion of social media participation, people are sharing content online. There is alot of social networking on smart phones. Since 2007, Google started including different data sources in the SERPS – universal search. Also, now they are buying in data feeds and including this in search, ie Twitter in social search. 85% of marketers in the UK consider content very important, yet only 50% have a content strategy in place and even fewer have a content and SEO strategy in place. In...