how to leverage checklists to integrate search & social media marketing
DESCRIPTION
Smx West 2014 Session #Smx #23D - Top Social Tactics For The Search Marketerpresentation How To Leverage Checklists To Integrate Search & Social Media Marketing By Lisa Williams @Seopollyanna Of Search DiscoveryTRANSCRIPT
Top Social Tactics for the
Search MarketerLeveraging Checklists to
Integrate Search & Social
@SEOPollyAnna
@SEOPollyAnna
Search Discovery is a Digital Analytics and Search Marketing Agency.
Digital Analytics
SEO +Content
Marketing
Paid Media
Technology
@SEOPollyAnna
Common sense is a
super power
@SEOPollyAnna
Why Checklists?Capturing Process to Support Skills
“Under conditions of true complexity - where the knowledge
required exceeds that of any individual”
“Discipline is hard - harder than trustworthiness and skill”
“We are by nature flawed and inconsistent creatures”
”We recognize the same balls being dropped over and over again”
“Use checklists to improve our outcomes with no increase in skill”
“The checklist gets the straightforward things out of the way…the
routines your brain shouldn’t have to occupy itself with”
“Great tool to buttress skills of expert professionals”
“ @SEOPollyAnna
Why Content, Search & Social?Optimization isn’t Just for Search Engines
Search Marketers Need Social Tactics
•Traffic
•Links
•Repeat Visits
•Authority
•Resource
•Usefulness
•Current
•Fresh
•Relevant
•Appearance
•Content
•Links
Quality Timeliness
PopularityTrust
“Search signals are similar to social signals, that’s something engines understand.”- Duane Forrester, Senior Product Manager, Bing
@SEOPollyAnna
Team Buy In for Checklists
Team briefing & partner introductions
Embrace a culture of teamwork and responsibility
Agreement on Map of Responsibilities
Talk through the project together to identify issues
Focus on performing isolated tasks well and helping the group get
best possible results
Activation phenomenon-Giving each person a chance to share their
place in the project adds a sense of activation and participation in
the final result
@SEOPollyAnna
Team Buy In for Checklists
Team briefing & partner introductions
Embrace a culture of teamwork and responsibility
Agreement on Map of Responsibilities
Talk through the project together to identify issues
Focus on performing isolated tasks well and helping the group get
best possible results
Activation phenomenon-Giving each person a chance to share their
place in the project adds a sense of activation and participation in
the final result
@SEOPollyAnna
Sample ChecklistsLead to Accessibility, Relevance & Authority
Channel
Integration
Checklist
Inventory/Audit
Content Map
Channel Integration
Plan
Channel
Segmentation Grid
Identify topic/category
Tooling (Linkdex
Network Visualization)
to identify influencer
Outreach plan
Authoring &
Authorship
Checklists
Google+ Profile
Completion
Themes & Categories
Content, Search &
Social Measurment
Checklist
Consumption vs. Creation
Missing vsCaptured
Share of Voice
Micro Outcomes
Macro Outcomes
Compound Measurement
Influencer
Identification
Checklist
Optimization
Checklists
Blog/Article
Image/Infographic
Video
PR
Social Sharing
Structured Data
@SEOPollyAnna
Article/Blog Optimization Checklists
Keyword research
Filename/URL
Content
Linking
Page title
Meta description
Headings
@SEOPollyAnna
Why Channel Integration?
Pinterest sharing aspiration
Google Flights for sharing
experience
Facebook for sharing and
endorsement of experience
Google+ for sharing with circles
and communities
Source: State of Digital
@SEOPollyAnna
Channel Integration Checklist
Inventory/audit
Personas
Top 15 questions
Content mapping (map against inventory)
Define gaps
Channel segmentation grid
@SEOPollyAnna
Why Influencer Identification?Marketing One to Many
@SEOPollyAnna
Influencer Identification
Define themes/categories
Identify top influencers (Linkdex and other tooling)
Define outreach plan
Track outreach
Track increase in reach from influencers
@SEOPollyAnna
Why Authorship?Identification Platform for Google
“We know that great content comes
from great authors, and we’re looking
closely at ways this markup could help
us highlight authors and rank search
results.” Othar Hansson, Google
Authorship Project
@SEOPollyAnna
Authoring & Authorship
Identify topic/theme
100% completion of G+ profile
Define circles
Documented strategy for posting consistently
Community engagement
Give something back to the community
@SEOPollyAnna
Why Content Measurement?Content Achieves Business Goals, Not Content Goals
@SEOPollyAnna
Content, Search & Social
Measurement Checklists
Creation and consumption
Missed and captured market share/share of voice
Identify & track micro outcomes
Identify & track macro outcomes
Define compound measurements
SEO influence & ranking
Endorsement (linking, sharing, liking)
Cost Savings
Lead Quality
@SEOPollyAnna
Tools for Checklists
WordTracker
SEMRush
PopFormsLeadership
Interviews with Stakeholders & Customer Service
Site CatalystGA (Premium)
Asana
Redbooth
KapostCompendium
LinkdexConductorSimply Measured
You are the best tool!
@SEOPollyAnna
PLANNINGSpecific, Measurable, Actionable, Relevant, Timebound
Q1 Q2 Q3 Q4
Leadership & PeopleOptimization Accessibility & Relevance
Content, Search & Social
Relevance & Authority
Measurement Checklists
Proof
@SEOPollyAnna
THANK YOU!
Lisa WilliamsDirector | Content Marketing
541.380.1547