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Social Media and Search:
Tying It All Together for Increased ROI



                               Sanger & Eby
                                  24 May 2011
About Sanger & Eby

      • Strategic design & technology firm focused on specialized
        business communications
      • Services Include:
              –   Strategic planning and research
              –   Social media strategy and execution
              –   User experience planning
              –   Print and interactive design
              –   Interactive and multi-channel marketing
              –   Content development
              –   Search marketing (SEO & SEM)
              –   Website development
              –   Custom business and web applications
              –   Mobile applications


                                                   Social Media and Search
24 May 2011                                                                              2
                                       Copyright 2011 Sanger & Eby All Rights Reserved
Sanger & Eby Fast Facts
      •       Founded in 1988 by Lisa Sanger & Donna Eby
      •       Certified Women’s Business Enterprise (WBE)
      •       Staff of 21 Employees
      •       All strategy, design, programming done in-house
      •       15 years experience creating websites
      •       700+ Sites designed and developed
      •       95% client retention rate year over year
      •       Clients include:
               –   Macy’s
               –   Fifth Third Bank
               –   Luxottica
               –   AT&T
               –   RotoRooter
               –   Crayons to Computers
               –   Children’s Hospital

                                                      Social Media and Search
24 May 2011                                                                                 3
                                          Copyright 2011 Sanger & Eby All Rights Reserved
What is Search Engine Optimization (SEO)?

      • The process of improving the visibility of a website or specific
        page in search engines through natural or organic search
      • Utilizes search engine algorithms to elevate a site to top
        rankings in search results
      • Considers how search engines work and what people search for
      • Ongoing process (search engines continually refine algorithms)
      • Key techniques include:
              –   Editing content and HTML within a site
              –   Increasing relevance for specific keywords and phrases
              –   Removing barriers to search engine indexing
              –   Building link popularity
              –   And now, social media and social search
      • Related negative category: Black Hat SEO

                                                    Social Media and Search
24 May 2011                                                                               4
                                        Copyright 2011 Sanger & Eby All Rights Reserved
Some Key Facts on Search

      •       SEO drives 75%+ of all search traffic
      •       50% of consumers start buying cycle with online research
      •       63% of B2B buyers start with online research
      •       85% do online research during buying cycle
      •       To buy from you, they have to find you
      •       75% don’t look beyond the first page (~10 listings)
      •       Rankings 1-5 are 10 times more likely to be clicked
      •       Yields the highest ROI of all online marketing




                                               Social Media and Search
24 May 2011                                                                          5
                                   Copyright 2011 Sanger & Eby All Rights Reserved
Benefits of SEO

      •       Powerful branding and messaging to target audience
      •       Increased targeted traffic to your website
      •       Increased visibility and awareness for products & services
      •       Perception of leadership & increased credibility
      •       Improved quality of leads
      •       Increased conversion rates for call to action
      •       Drives more sales
      •       Decreased cost per sale
      •       Take market share from competitors
      •       Long-term visibility (SEO)
      •       Measurable

                                                  Social Media and Search
24 May 2011                                                                             6
                                      Copyright 2011 Sanger & Eby All Rights Reserved
How Search Engines Work

      •       Automated site crawlers (AKA “spiders” or “bots”)
      •       Index content in database
      •       Thousands of factors involved in algorithms
      •       Algorithms differ by search engine
      •       High level of complexity
      •       Continually evolves based on market, competitiveness,
              technology and new engines
              –   Better user experience
              –   More relevant search results
              –   Personalized search results
              –   Level playing field

                                                   Social Media and Search
24 May 2011                                                                              7
                                       Copyright 2011 Sanger & Eby All Rights Reserved
So, How Does Social Media Affect SEO?
Search Behavior Is Changing

      • 61% of consumers rely on traditional search to find websites
              – Down from 83% in 2004
      • Following the content to new engagement platforms
              – Social sites
              – Peer recommendations, likes, shares
              – Apps
      • Search engines leverage social media to remain relevant
      • Provide an increasingly personal search experience
      • Savvy marketers are including social touchpoints in their search
        and marketing strategies



                                                 Social Media and Search
24 May 2011                                                                            9
                                     Copyright 2011 Sanger & Eby All Rights Reserved
Driving Referral Traffic: Social v. Search




                                    Social Media and Search
24 May 2011                                                               10
                        Copyright 2011 Sanger & Eby All Rights Reserved
The Impact of Social Media on Search
      • Search engines are indexing social media content
               – Facebook
               – Twitter
               – LinkedIn (particularly Groups and Answers)
      •       Social media influences search rankings
      •       Impact is increasing
      •       Increases visibility and inbound links
      •       Generates multiple and unique listings
      •       New Category: Social Search
               –   Google +1 Initiative
               –   Bing Facebook Social Graph Tie-In (Universal “Like” Button)
               –   More personalized search results
               –   Shows users content friends have “liked”
               –   From page 89 to page 1



                                                      Social Media and Search
24 May 2011                                                                                 11
                                          Copyright 2011 Sanger & Eby All Rights Reserved
The Best Social Media Platforms for Search

      •       Blogs
      •       Twitter
      •       LinkedIn
      •       Flickr
      •       YouTube
      •       Social bookmarks




                                             Social Media and Search
24 May 2011                                                                        12
                                 Copyright 2011 Sanger & Eby All Rights Reserved
Blogs

      •       Platform for sharing expertise
      •       Continual source of fresh, updated content
      •       Content rich
      •       Strong opportunity to showcase keywords
      •       Search-friendly
      •       Tagging




                                                 Social Media and Search
24 May 2011                                                                            13
                                     Copyright 2011 Sanger & Eby All Rights Reserved
How to Leverage Blogs for Search

      •       Make content value-added and compelling
      •       Use strategic keywords in blog posts and tags
      •       Use HTML header tags (H1, H2)
      •       Find and include relevant links
      •       Provide permanent links
      •       Share across social media platforms




                                                 Social Media and Search
24 May 2011                                                                            14
                                     Copyright 2011 Sanger & Eby All Rights Reserved
Twitter

      •       Used by Google and Bing’s social components
      •       Google indexes Tweets
      •       140 character limit (including spaces)
      •       Breaking news platform
      •       165 million users
      •       95 million Tweets per day (up 250% from 2010)
      •       51% of Twitter users follow brands
               – 3x higher than for other social media platforms




                                               Social Media and Search
24 May 2011                                                                          15
                                   Copyright 2011 Sanger & Eby All Rights Reserved
How to Leverage Twitter for Search

      •       Memorable, relevant handle & account name
      •       Optimize Twitter bio
      •       Integrate Twitter presence into website
      •       Make it stand out!
              – Users scan results quickly
              – Only the most eye-catching get clicks
              – Opening words are the most important
      • Integrate keywords into Tweets and hashtags
      • Include links to drive traffic to your site
      • Make sure you’re adding value
              – Users will tweet content that’s useful or entertaining


                                                   Social Media and Search
24 May 2011                                                                              16
                                       Copyright 2011 Sanger & Eby All Rights Reserved
LinkedIn

      •       Very high page rank(1st Page Results)
      •       Company and individual name searches
      •       World’s largest professional networking site
      •       100 million+ users
      •       1 million new members per week
      •       2 million company pages
      •       Members in 200 countries
      •       Members and executives from all Fortune 500 companies
      •       Affluent, influential membership
      •       2 billion people searches in 2010

                                              Social Media and Search
24 May 2011                                                                         17
                                  Copyright 2011 Sanger & Eby All Rights Reserved
How to Leverage LinkedIn for Search

      • Use strategic keywords in profile
              – Company
              – Individual
      •       Participate in LinkedIn Answers
      •       Join LinkedIn Groups (or start your own!)
      •       Start and maintain conversations in groups
      •       Use your status updates
      •       Share value-added content




                                               Social Media and Search
24 May 2011                                                                          18
                                   Copyright 2011 Sanger & Eby All Rights Reserved
Flickr

      •       Online photo and video sharing site and community platform
      •       Community tools allow browsing, comments, tagging of photos
      •       Very highly indexed in search engines
      •       Major factor in Google & Bing’s social component
              – Photos liked by individuals rank higher in friends’ search results
      • Bloggers use to host images they embed in blogs, social media
      • Great way to showcase company photos




                                                   Social Media and Search
24 May 2011                                                                              19
                                       Copyright 2011 Sanger & Eby All Rights Reserved
How to Leverage Flickr for Search

      •       Categorize and tag photos with keywords
      •       Optimize images and videos for search
      •       Filenames and file types (.JPG or .GIF)
      •       Include ALT Text (but don’t overdo it)
      •       Caption images with your strategic keywords
      •       Watch image size (fast downloads rank higher)




                                                 Social Media and Search
24 May 2011                                                                            20
                                     Copyright 2011 Sanger & Eby All Rights Reserved
YouTube

      •       Second largest search engine
      •       20 billion searches per month
      •       Great for link building
      •       Videos rank very well (Google owns YouTube)
      •       YouTube channel




                                                Social Media and Search
24 May 2011                                                                           21
                                    Copyright 2011 Sanger & Eby All Rights Reserved
How to Leverage YouTube for Search

      •       Establish a YouTube channel for your business
      •       Title your videos and include your keywords
      •       Use descriptions and tagging
      •       Link back to your website
      •       Encourage likes and shares




                                                 Social Media and Search
24 May 2011                                                                            22
                                     Copyright 2011 Sanger & Eby All Rights Reserved
Social Bookmarks: Share and Like

      • Most popular: Facebook, digg, StumbleUpon, Tumblr,
        Del.icio.us
      • “Like” and “Share” work together
              • “Like” an object (I “like” peonies)
              • “Share” an action (I bought peonies from dutchbulbs.com)
      • Likes are published to a user’s Facebook feed (driving
        referral traffic)
      • Share provides a way to express something when it’s not
        appropriate to “like” it
              • e.g., Joplin, MO tornado or Japan tsunami)
      • Both increase search visibility
      • Crowdsourcing relevant and interesting content

                                                 Social Media and Search
24 May 2011                                                                            23
                                     Copyright 2011 Sanger & Eby All Rights Reserved
How to Leverage Social Bookmarks for Search

      • Make it easy: Add single click sharing tools to pages
      • Ask for it! If a user has taken the time to do something on your
        site, they’re likely to share it with their networks
      • Provide multiple options (and to multiple feeds at once)
      • Optimize content and make it value-added
      • Shorten links (do the legwork for them)
      • Do it now—while they’re on your site!




                                             Social Media and Search
24 May 2011                                                                        24
                                 Copyright 2011 Sanger & Eby All Rights Reserved
How to Track It

      •       Google Alerts
      •       Social Mention
      •       Twitter Search
      •       Facebook Search
      •       Hoot Suite
      •       Tweet Deck
      •       Radian 6




                                            Social Media and Search
24 May 2011                                                                       25
                                Copyright 2011 Sanger & Eby All Rights Reserved
Want to Know More?

                Kat Jenkins
                Vice President of Strategic Planning
                kjenkins@sangereby.com
                513.784.9046
                Twitter: sangereby
                LinkedIn: Sanger & Eby



7 March 2011                              Presentation Title   26

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Social Media & Search: Tying It All Together for Increased ROI

  • 1. Social Media and Search: Tying It All Together for Increased ROI Sanger & Eby 24 May 2011
  • 2. About Sanger & Eby • Strategic design & technology firm focused on specialized business communications • Services Include: – Strategic planning and research – Social media strategy and execution – User experience planning – Print and interactive design – Interactive and multi-channel marketing – Content development – Search marketing (SEO & SEM) – Website development – Custom business and web applications – Mobile applications Social Media and Search 24 May 2011 2 Copyright 2011 Sanger & Eby All Rights Reserved
  • 3. Sanger & Eby Fast Facts • Founded in 1988 by Lisa Sanger & Donna Eby • Certified Women’s Business Enterprise (WBE) • Staff of 21 Employees • All strategy, design, programming done in-house • 15 years experience creating websites • 700+ Sites designed and developed • 95% client retention rate year over year • Clients include: – Macy’s – Fifth Third Bank – Luxottica – AT&T – RotoRooter – Crayons to Computers – Children’s Hospital Social Media and Search 24 May 2011 3 Copyright 2011 Sanger & Eby All Rights Reserved
  • 4. What is Search Engine Optimization (SEO)? • The process of improving the visibility of a website or specific page in search engines through natural or organic search • Utilizes search engine algorithms to elevate a site to top rankings in search results • Considers how search engines work and what people search for • Ongoing process (search engines continually refine algorithms) • Key techniques include: – Editing content and HTML within a site – Increasing relevance for specific keywords and phrases – Removing barriers to search engine indexing – Building link popularity – And now, social media and social search • Related negative category: Black Hat SEO Social Media and Search 24 May 2011 4 Copyright 2011 Sanger & Eby All Rights Reserved
  • 5. Some Key Facts on Search • SEO drives 75%+ of all search traffic • 50% of consumers start buying cycle with online research • 63% of B2B buyers start with online research • 85% do online research during buying cycle • To buy from you, they have to find you • 75% don’t look beyond the first page (~10 listings) • Rankings 1-5 are 10 times more likely to be clicked • Yields the highest ROI of all online marketing Social Media and Search 24 May 2011 5 Copyright 2011 Sanger & Eby All Rights Reserved
  • 6. Benefits of SEO • Powerful branding and messaging to target audience • Increased targeted traffic to your website • Increased visibility and awareness for products & services • Perception of leadership & increased credibility • Improved quality of leads • Increased conversion rates for call to action • Drives more sales • Decreased cost per sale • Take market share from competitors • Long-term visibility (SEO) • Measurable Social Media and Search 24 May 2011 6 Copyright 2011 Sanger & Eby All Rights Reserved
  • 7. How Search Engines Work • Automated site crawlers (AKA “spiders” or “bots”) • Index content in database • Thousands of factors involved in algorithms • Algorithms differ by search engine • High level of complexity • Continually evolves based on market, competitiveness, technology and new engines – Better user experience – More relevant search results – Personalized search results – Level playing field Social Media and Search 24 May 2011 7 Copyright 2011 Sanger & Eby All Rights Reserved
  • 8. So, How Does Social Media Affect SEO?
  • 9. Search Behavior Is Changing • 61% of consumers rely on traditional search to find websites – Down from 83% in 2004 • Following the content to new engagement platforms – Social sites – Peer recommendations, likes, shares – Apps • Search engines leverage social media to remain relevant • Provide an increasingly personal search experience • Savvy marketers are including social touchpoints in their search and marketing strategies Social Media and Search 24 May 2011 9 Copyright 2011 Sanger & Eby All Rights Reserved
  • 10. Driving Referral Traffic: Social v. Search Social Media and Search 24 May 2011 10 Copyright 2011 Sanger & Eby All Rights Reserved
  • 11. The Impact of Social Media on Search • Search engines are indexing social media content – Facebook – Twitter – LinkedIn (particularly Groups and Answers) • Social media influences search rankings • Impact is increasing • Increases visibility and inbound links • Generates multiple and unique listings • New Category: Social Search – Google +1 Initiative – Bing Facebook Social Graph Tie-In (Universal “Like” Button) – More personalized search results – Shows users content friends have “liked” – From page 89 to page 1 Social Media and Search 24 May 2011 11 Copyright 2011 Sanger & Eby All Rights Reserved
  • 12. The Best Social Media Platforms for Search • Blogs • Twitter • LinkedIn • Flickr • YouTube • Social bookmarks Social Media and Search 24 May 2011 12 Copyright 2011 Sanger & Eby All Rights Reserved
  • 13. Blogs • Platform for sharing expertise • Continual source of fresh, updated content • Content rich • Strong opportunity to showcase keywords • Search-friendly • Tagging Social Media and Search 24 May 2011 13 Copyright 2011 Sanger & Eby All Rights Reserved
  • 14. How to Leverage Blogs for Search • Make content value-added and compelling • Use strategic keywords in blog posts and tags • Use HTML header tags (H1, H2) • Find and include relevant links • Provide permanent links • Share across social media platforms Social Media and Search 24 May 2011 14 Copyright 2011 Sanger & Eby All Rights Reserved
  • 15. Twitter • Used by Google and Bing’s social components • Google indexes Tweets • 140 character limit (including spaces) • Breaking news platform • 165 million users • 95 million Tweets per day (up 250% from 2010) • 51% of Twitter users follow brands – 3x higher than for other social media platforms Social Media and Search 24 May 2011 15 Copyright 2011 Sanger & Eby All Rights Reserved
  • 16. How to Leverage Twitter for Search • Memorable, relevant handle & account name • Optimize Twitter bio • Integrate Twitter presence into website • Make it stand out! – Users scan results quickly – Only the most eye-catching get clicks – Opening words are the most important • Integrate keywords into Tweets and hashtags • Include links to drive traffic to your site • Make sure you’re adding value – Users will tweet content that’s useful or entertaining Social Media and Search 24 May 2011 16 Copyright 2011 Sanger & Eby All Rights Reserved
  • 17. LinkedIn • Very high page rank(1st Page Results) • Company and individual name searches • World’s largest professional networking site • 100 million+ users • 1 million new members per week • 2 million company pages • Members in 200 countries • Members and executives from all Fortune 500 companies • Affluent, influential membership • 2 billion people searches in 2010 Social Media and Search 24 May 2011 17 Copyright 2011 Sanger & Eby All Rights Reserved
  • 18. How to Leverage LinkedIn for Search • Use strategic keywords in profile – Company – Individual • Participate in LinkedIn Answers • Join LinkedIn Groups (or start your own!) • Start and maintain conversations in groups • Use your status updates • Share value-added content Social Media and Search 24 May 2011 18 Copyright 2011 Sanger & Eby All Rights Reserved
  • 19. Flickr • Online photo and video sharing site and community platform • Community tools allow browsing, comments, tagging of photos • Very highly indexed in search engines • Major factor in Google & Bing’s social component – Photos liked by individuals rank higher in friends’ search results • Bloggers use to host images they embed in blogs, social media • Great way to showcase company photos Social Media and Search 24 May 2011 19 Copyright 2011 Sanger & Eby All Rights Reserved
  • 20. How to Leverage Flickr for Search • Categorize and tag photos with keywords • Optimize images and videos for search • Filenames and file types (.JPG or .GIF) • Include ALT Text (but don’t overdo it) • Caption images with your strategic keywords • Watch image size (fast downloads rank higher) Social Media and Search 24 May 2011 20 Copyright 2011 Sanger & Eby All Rights Reserved
  • 21. YouTube • Second largest search engine • 20 billion searches per month • Great for link building • Videos rank very well (Google owns YouTube) • YouTube channel Social Media and Search 24 May 2011 21 Copyright 2011 Sanger & Eby All Rights Reserved
  • 22. How to Leverage YouTube for Search • Establish a YouTube channel for your business • Title your videos and include your keywords • Use descriptions and tagging • Link back to your website • Encourage likes and shares Social Media and Search 24 May 2011 22 Copyright 2011 Sanger & Eby All Rights Reserved
  • 23. Social Bookmarks: Share and Like • Most popular: Facebook, digg, StumbleUpon, Tumblr, Del.icio.us • “Like” and “Share” work together • “Like” an object (I “like” peonies) • “Share” an action (I bought peonies from dutchbulbs.com) • Likes are published to a user’s Facebook feed (driving referral traffic) • Share provides a way to express something when it’s not appropriate to “like” it • e.g., Joplin, MO tornado or Japan tsunami) • Both increase search visibility • Crowdsourcing relevant and interesting content Social Media and Search 24 May 2011 23 Copyright 2011 Sanger & Eby All Rights Reserved
  • 24. How to Leverage Social Bookmarks for Search • Make it easy: Add single click sharing tools to pages • Ask for it! If a user has taken the time to do something on your site, they’re likely to share it with their networks • Provide multiple options (and to multiple feeds at once) • Optimize content and make it value-added • Shorten links (do the legwork for them) • Do it now—while they’re on your site! Social Media and Search 24 May 2011 24 Copyright 2011 Sanger & Eby All Rights Reserved
  • 25. How to Track It • Google Alerts • Social Mention • Twitter Search • Facebook Search • Hoot Suite • Tweet Deck • Radian 6 Social Media and Search 24 May 2011 25 Copyright 2011 Sanger & Eby All Rights Reserved
  • 26. Want to Know More? Kat Jenkins Vice President of Strategic Planning kjenkins@sangereby.com 513.784.9046 Twitter: sangereby LinkedIn: Sanger & Eby 7 March 2011 Presentation Title 26