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Search and Social Media - Funnels and Conversions

A presentation I gave at Smash Summit about tracking conversions for search and social media.

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Search and Social Media - Funnels and Conversions

  1. 1. Search & Social Media Funnels & Conversions Hiten Shah SMASH Summit • May 12, 2010
  2. 2. Search vs Social Media
  3. 3. Search is About Capturing Intent
  4. 4. Which keywords are converting?
  5. 5. Maximizing Search Traffic • Keyword research for SEO and SEM • Test & optimize ad campaigns & copy • Test & optimize landing pages • Measure and improve conversions
  6. 6. Social Media is Here to Stay! Eventbrite.com JibJab.com HuffingtonPost.com Plancast.com Source:
  7. 7. Social Media is About People & Sharing
  8. 8. Which messages are converting?
  9. 9. Maximizing Social Traffic • Integrate sharing into your product • Test & optimize messaging for sharing • Test & optimize invite / landing pages • Measure and improve conversions
  10. 10. “Metrics are people, too” Eric Ries, The Lean Startup
  11. 11. Thank You! hshah@kissmetrics.com @hnshah

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