Presentation delivered Feb 2012 at Cornell

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Awareness &
Education
• # of brand searches
• # of visits
• # of followers,
subscribers, etc.
Engagement
• # of page likes
• # of retweeted posts
• # of shares
• # of inbound links
• # of mentions
• # of comments
• # and quality of
ratings
Conversion
• # of store visits
• # and AOV of
purchases or
donations
• # of email addresses
acquired
• # of forms submitted
(lead gen)
• # of downloads
• Event Attendance

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14. DIRECT WAYS SOCIAL MEDIA IS USED IN SEARCH
• SEO: Rankings given to Google+ posts
• SEO: Personalized rankings (Example: an
article will appear on page one based on Google+
social data for the logged in user. That article
would not appear on page 1 without social. )
• SEO: Higher brand-related share of voice via
social profile development (Example: a brand’s
Wikipedia page or LinkedIn profile bumping
Amazon’s profile of a brand off page one.)
• SEO: Net new rankings for brand blogs and
blog posts (blogs are considered “social”
because of the user generated content aspect)
• SEO: Net new rankings for YouTube videos
• SEO: Improve current rankings’ CTR via
social annotations & personalization (Example:
+1s increase existing SEO rankings’ CTR)
• SEM: Google +1 annotations, reviews, and
other social extensions improve AdWords
click through and conversion rates.
• SEM: For brands with local branches,
Google+ Local data also provides targeting
for increased conversion.
• SEM & SEO: Socially-derived keyword
research can supplement existing sources.

15. INDIRECT WAYS SOCIAL MEDIA INFLUENCES SEO KPIs
• Trust: social media signals are used
much as incoming links have
traditionally been used in Google’s
algorithm to establish the visibility and
sentiment surrounding a brand, site or
web page.
• Relevance: social media signals are
used to establish relevance of a brand
or page to specific keywords.
(Examples: Google+ citations of an
article can have different titles and
descriptions – a source of relevance.
Facebook tabs are indexed by Google,
giving relevance.)
• Freshness: rank new articles quickly &
with added relevance. (Example:
breaking news stories are discovered
and surfaced quickly when social
media (G+) is used as a distribution
source. G+ has been likened to a new
type of “express submit”.)
• Freshness: re-surface buzz-worthy,
existing content (Example: “fiscal cliff”
and Ted Nugent articles re-surfaced)

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19.  STIHL combines German design and American innovation to produce the
number one selling brand of chain saws and a full line of outdoor power
tools.
 In less than 18 months, PM Digital built STIHL USA’s Social Media
presence:
 Facebook: 137,000 Likes
 Facebook Contest App: 500 Emails Captured
 Facebook Ad Campaign to drive “Likes” and
Contestants
 Content Strategy, Visual Branding, Strategic
Linking
 Twitter: 9,000 Followers
 Twitter Ad Campaign to Increase Followers
 Strategic Linking and Visual Branding
Consultation
 YouTube: 1,700 subscribers/ 1,095,341
Video Views
 SEO Optimization of Videos
 YouTube Ad Spending
 Content Curation and Repurposing Strategy
 STIHL USA Blog
 Editorial Strategy including Guest Experts, DIY
Tips
 Strategic Linking to Lead Gen Pages and Dealers
 Visual Branding

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