b2b social media huddle - omar kattan and matt bamford-bowes - seo & smo
DESCRIPTION
Omar Kattan and Matt Bamford-Bowes, shaerd these slides on SEO and SMO at the #dellb2b huddle today in Bracknell.TRANSCRIPT
Social Media Optimisation for Business Performance
Dell Marketing Huddle
Presented by: Matt Bamford-Bowes (Head of Social Media) & Omar Kattan (Head of Natural Search)
Team focused on the manufacture, distribution and evaluation of content on any platform
Helping brands to effectively participate in, and exploit this new age
Our world works within three areas
OwnedEarnedBought
McKinsey Purchase Cycle
Owned
Earned
Bought
5
Jeff Jarvis says...
• “The modern brand needs to look beyond the search engine...beyond simply updating website content...
• ...they can generate more conversations (within social media) where real humans discuss information or they can leave it on Google where content ferments like wine or cheese”
*Fast Company Magazine, December 2009 Edition
Two key terms:
Social Content: MBA Definition: Content of any format that is specifically produced for social distribution, sharing or to drive conversation
Social Media Optimisation: MBA Definition: The optimisation of social content and social media channels through SEO techniques
There are three key points to social media
Commerce(Response Specialist)
Conversation(PR Specialist)
Content(Content Specialist)
THE KEY IS CONTENTSocial content drives dwell time, creating higher levels
of awareness, consideration and purchase intent
30 seconds interaction with branded game
60 seconds interaction with branded game
90 seconds interaction with branded game
Ad unit
Control +9%
% Purchase Intent Increase
+33%
+15%
+24%
MediaCom Branded Research
Leading with content empowers you to engage in conversation and commerce
Commerce(Response Specialist)
Conversation(PR Specialist)
By leading with content we
have “permission” to
engage in conversation
Conversation enables us to deliver a targeted commercial solution
By tr
ackin
g/ta
ggin
g
cont
ent c
orre
ctly,
we c
an
deliv
er im
prov
emen
ts to
DR pe
rform
ance
Content(Content Specialist)
Commerce is an ongoing optimisation process
SMO all our assets
5 Stages to Good Business Content1. Identify Audience Requirements
2. Perform Audit of Existing Content (Create Content Library)
3. Package/Repurpose/Create content for Content Distribuion
4. Identify Distribution Channels
5. Optimise via Social Media Optimisation
Who do we want to engage in conversation?
What do we have?Format, Recency, Topical, Uniqueness
What format is best for the audience?Short-Form Video, Audio, Research
Papers
Where are the audience engaging?Blogs, Twitter, Social Profiles, Bespoke
Networks
Social Content becomes important as we optimise to drive SEO performance
Commerce(Response Specialist)
Conversation(PR Specialist)
By leading with content we
have “permission” to
engage in conversation
Conversation enables us to deliver a targeted commercial solution
By sp
otlig
ht ta
g con
tent
corre
ctly,
we c
an d
elive
r
impr
ovem
ents
to D
R
Content(Content Specialist)
Commerce is an ongoing optimisation process
SEOPerformance
Why SMO Performance is Important#1 Position Only Gets 42% of Clicks
Source: Leaked AOL Data
20%Coding & Structure
30%Content
50%Linking
Owned
Earned
Owned
Cross Over Between SEO & SMO
Seven Steps to SMO Success1. Register Brand Name in Social Media Sites
2. Create a Custom Appealing Design
3. Provide Ongoing Relevant Unique Social Content
4. Optimise Content For “Blended” Search
5. Link Brand To Profiles
6. If Necessary Automate Update Process
7. Participate in Community