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Search and Social Finally Get Married
       13th September 2012




Monday, 10 September 12
SEO <3 Social


Monday, 10 September 12
There was a time when all best
    practice in search needed was...


                          Title tags

                          H tags

                          Alt image tags

                          Keywords

                          Link text


Monday, 10 September 12
And these...




Monday, 10 September 12
And we talked a lot about like this




Monday, 10 September 12
And search had the world in its
                      hands




Monday, 10 September 12
But the search engines had a
                          problem with rubbish...




Monday, 10 September 12
And social media was growing...




Monday, 10 September 12
And search needed a team...




Monday, 10 September 12
Because of the various skills needed




Monday, 10 September 12
Here’s a number




                             27
Monday, 10 September 12
Updates came thick and fast




Monday, 10 September 12
...with great names




Monday, 10 September 12
...like this one




Monday, 10 September 12
Two things have become centre stage




Monday, 10 September 12
And social media




Monday, 10 September 12
Monday, 10 September 12
Low cost, contract free budget gym chain

            All major cities covered - London, Manchester,
            Liverpool, Birmingham, Nottingham, Glasgow

            Joining process - Completely online

            Open 24 hours a day

            Budget gym of the year

Monday, 10 September 12
Monday, 10 September 12
SERP Domination


Monday, 10 September 12
Monday, 10 September 12
Social demographic


Monday, 10 September 12
:-)             78.6% of Facebook members are between the age of 18-34 years old



          :-)             63% of Facebook members are male



                          An average 202 members sign-up through a Facebook referral - 80%
          :-)             of which is between 5-8pm




                                                                Text


Monday, 10 September 12
Member demographic


Monday, 10 September 12
:-)             Predominantly between the age of 18-34 years old



          :-)             Socially savvy. Socially active



          :-)             Heavy smartphone usage



                          Almost a third of members have never been a member of a gym
          :-)             before



          :-)             People of all cultures, ethnicities and religions
                                                                      Text


Monday, 10 September 12
So, why social media?


Monday, 10 September 12
Direct algorithm influence


Monday, 10 September 12
Too much out of our control


Monday, 10 September 12
(Not Provided)
                                              Thanks Google...




                           Increasing SSL/Encrypted search sources


Monday, 10 September 12
Duplicated Content


Monday, 10 September 12
Less Competitive


Monday, 10 September 12
So how did we do it?


Monday, 10 September 12
Social media optimisation


Monday, 10 September 12
Ask for reviews (UGC)


Monday, 10 September 12
Mobile optimised website


Monday, 10 September 12
Run competitions


Monday, 10 September 12
Success in numbers


Monday, 10 September 12
103%    32%


                          61%     36%


                                 Text

                                        Aug ’11 - Aug ’12
Monday, 10 September 12
25%    50%


                          67%    14%


                                Text

                                       Aug ’11 - Aug ’12
Monday, 10 September 12
How was this achieved?


Monday, 10 September 12
:-)   Seamless sign-off process



                          :-)   Minimal stakeholder involvement



                          :-)   Trust



                          :-)   Awesome content!




                                                            Text

Monday, 10 September 12
Any questions?


Monday, 10 September 12
@StevenGradidge
                           @JeremySpiller
Monday, 10 September 12
Most images taken from 500px.com - They are not my own work. I implore you to
      support the artists on the site as well as the site by registering. I can provide authors
      upon request.



      Other imagery used has been sourced from Google Images.

      Event organised by Pure360

      If you want further information, please contact: @StevenGradidge




                                                                 Jeremy Spiller

                                    Resources                    Steven Gradidge

Monday, 10 September 12

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Whitehat Media - Search and Social Finally get Married