1. So, by now you know what
Social Media is…

2. But do you know how to take a
strategic approach to Social Media?

3. To use Social Media with other
eMarketing tactics to take your
campaigns straight to Heaven?

4. SEO, ORM and Social Media
The Holy Trinity of eMarketing
Heidi Schneigansz (Just call me Snowgoose)

5. What is a strategic approach?

6. Strategy is about the bigger picture:
Goals, objectives and success criteria
- what do we need to achieve?

7. Tactics are the actions we take
to achieve the strategy

8. To be successful, you can’t have
the one without the other

9. “Without strategy, tactics are
simply the noise before defeat
“
Sun Tzu: The Art of War

10. Ultimately, Social Media strategy
is about the decisive allocation of
resources

11. The right mix of resources are
akin to the Holy Trinity

12. SEO is God

13. But why is search important?

14. A brief breakdown of the The Search Universe
• 2 billion searches are performed each day
on Google alone
• 20% of all search strings have never been
used before
• 61% of people online enter the internet
through Google

16. Why do you need to be at the top?

18. How do you get there?

19. Search Engine Optimisation

20. SEO 101
• SEO is about 3 things:
• Content
• Links
• Usage data
…The best sites inevitably win

21. The thing is…

22. No matter how hard you work
at traditional SEO, your site
only gets 2 spots

23. That’s where Social Media comes in

24. Social Media is Jesus

25. It’s about engagement

26. It’s about starting a conversation

27. Mostly… it’s about Love

28. But the benefits of Social Media
aren’t just touchy-feely

30. Now your brand can own the whole
page, not just the top spot

31. The problem is, when you get
into Social Media, you may open
The Gates of Hell

32. People are talking about you,
they expect you to talk back

33. And if you don’t, or if you say the wrong
things, it could get ugly quickly

34. 12 million people a year search
for “Ryan Air”

35. A Ryanair employee comments
on a blog…

37. Followed by the official response

39. Then the online community got hold of it

41. Then the newspapers got hold of it

44. These powerful sites often linked to this site…

46. And we know how important good links are…

48. “ It takes 20 years to build a
reputation, and 5 minutes to
“
ruin it. If you think about that,
you will do things differently.
Warren Buffet

49. ORM is The Holy Spirit

50. How is online reputation different?

51. It spreads faster...

52. … and the evidence lasts longer

53. Why is this important?

54. Because peers are the most trusted
source of recommendation
- Edelman Trust Barometer 2010

55. And bad press builds good links

58. Lucky Social Media isn’t all bad

59. Sometimes it’s uplifting

61. Sometimes it’s fun

63. And sometimes…

64. It just makes you say WTF?

65. The bottom line

66. Your customers are searching,
make sure you’re found

67. Your customers are talking,
make sure you’re listening

68. Your customers are asking,
make sure you answer

69. Be strategy lead

70. And remember, the medium is
not the message

71. Then pray for the best…

72. SEO, ORM and Social Media
The Holy Trinity of eMarketing
@SnowgooseSA