7. Social media gives a little…
• Linking juice
• Keyword and topic discovery
• Fresh content
• Authority to your site
• Trust
• Helps Google understand your content
• Audience expansion
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8. SEO gives a little…
• Foundation to the entire experience
• Technical backbone to the site
• Power to all marketing efforts
• Metrics $$$
• Long term strategy insurance
• Relevance to social signals
8
9. Sometimes it doesn’t work
When big brand social strategy does not
help geo – local search results
9
11. Insights
• Revamped course offerings based on
online discussions.
• We discovered that social media traffic is
made up of mostly returning visitors.
Adjusted content for their needs.
• Social Media visitors are 600% more likely
to use mobile devices, so the client
created a mobile site
• Social visitors spent less time on the site.
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12. And More Insights
• Social media visitors are curious about a
specific subject, view a single page, and
leave.
• Words in the natural language were used
in SEO and Paid search efforts increasing
conversion rates.
12
21. Follow Trends to take Action
Geographic Demographic
Devices
Analytics:
social
tracking in
GA
21
22. Ahem…the metrics
Conversion
Rate
Amplification
Rate
Applause Rate
Economic Value
• # of Audience Comments/
replies or posts
• # of retweets per tweet, # of
shares per post on FB and
Google, # of share Clicks per
post or Video on Youtube
• # of favorite clicks per post
• Sum of short and long term
rev and cost savings
*http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/. 22
23. Key Takeaways
• Use SEO content in Social Media
programs.
• Social media is a rented space. You can
only control your web site. Invest in it!
• By analyzing your social data, you will
strengthen your entire marketing strategy.
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24. Got to have Tools
• Dashboard your social media efforts:
Crowdbooster.com
• Measure your social media efforts:
Truesocialmetrics.com
• Basics of SEO:
Google Webmaster Academy
• SEMPO.org
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