why you need to bring your in-house seo & social media teams together by alan k'necht
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From SMX East 2013 - In House SEO and Social Media: How To Work Together - Why You Need To Bring Your In-House SEO & Social Media Teams Together by Alan K'necht #SMX #34DTRANSCRIPT
@aknecht
In-house SEO & Social Media
How to Work Together?
Why Bring The Teams Together?
Alan K’necht
@aknecht
About Me
• Working with the Internet since 1994
• Also been a:
– Web developer
– Analyst
– SEO/Social Media
• Teach Digital Analytics for USF Online
• Published 1st book in 2010
@aknecht
About DAM
• Provide: SEO, Social & Analytics
Services, Training & Consulting
@aknecht
In The Beginning!
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In The Beginning!
• 1st instinct of humans was Search
– We had to search for food
@aknecht
In The Beginning!
• 1st instinct of humans was Search
– we had to search for food
• 2nd instinct of humans was Social
– we needed to procreate
@aknecht
In The Beginning!
• 1st instinct of humans was Search
– we had to search for food
• 2nd instinct of humans was Social
– we needed to procreate
• Combing Search & Social ensured survival
@aknecht
In The Beginning!
• 1st instinct of humans was Search
– we had to search for food
• 2nd instinct of humans was Social
– we needed to procreate
• Combing Search & Social ensured survival
• The same evolution has come to business
– Most business created an unnatural structure
@aknecht
Typical Business Organization
VP Marketing
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Typical Business Organization
VP Marketing
Dir Online
Marketing
Dir Other
Marketing
@aknecht
Typical Business Organization
VP Marketing
Dir Online
Marketing
Dir Other
Marketing
Paid Search SEO Social
@aknecht
How SEO vs. Social is Viewed
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How SEO vs. Social is Viewed
@aknecht
How SEO vs. Social is Viewed
SEO’s focus is words on the
page to drive actions
Social’s focus is communication via
words to drive actions
@aknecht
If you Don’t Combine!
• Like trying create a spark with a flint &
rock but not letting them touch!
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When Not Combined
• Silos make it difficult to communicate
• Can't have relationships without formal
communication
• Conflicting strategies can negatively
impact ROI (conflicting MBO)
@aknecht
Separation Creates Formality
• Each team has:
– Different objectives
– Different goals
– Different ways of measuring success
• Formality creates:
– Scheduling of regular formal meetings
– Distrust (competing goals & objectives)
@aknecht
When SEO vs. Social Combine
One cohesive strategy for maximum impact & ROI
@aknecht
When Combined
• Unified team has:
– Common objectives
– Common goals
– On way of measuring success
• Informality creates:
– Less meetings & more informal discussions
– Trust (understanding of each other’s hurdles)
@aknecht
How to Bring Them Together
• Cross Training
– Formal or Informal sessions
• Shadowing for 2-3 days
• Unified publishing & social schedule
• Establish dependencies
– Common goals & success measurements
@aknecht
Intra-Team Interactions
• Have Social share with Search:
– Common terms used in social engagement
– Industry related topics being talked about
• Have Search share with Social:
– Keywords that convert well for social to
use in online conversations (conversation
influencing)
@aknecht
Intra-Team Interactions
• Avoid conflicts by:
– Shared content amplification goal:
• What is the push
• When
• Where to it point all back to
– Remind everyone:
• It's all marketing with one common objective
“Improve sales & hence ROI for the company”
@aknecht
SEO and SM are often like
R2D2 and C3PO making
their way through the
desert. Need to work as a
team with common goals
Reuben Yau @ReubenYau
Via #SocialChat
@aknecht
Not Typical Results
• Search & Social teams combined
– 6 people in total
• Within 6 months
– Social interactions increased 250%
– Organic search based traffic lift of 53%
– Conversions increase 68%
