Tag Archive for 'social search'

SES - Social Media Analysis and Tracking

Published
by
Tom Dressler
on August 20, 2008
in Social Media
. 1 Comment

Social Search can be used to drive traffic, conversions, and increase ROI by monitoring conversations happening in cyberspace, often in real time. By using buzz-monitoring tools such as Buzzlogic, search professionals can be very effective in finding influencers within online conversations and reaching out to them. As one example of a few that will be presented, learn how Military.com leverages social media and buzz-monitoring tools, together with a solid understanding of business goals, to increase profitability.

Moderator:
Speakers:
Two top level ideas on how to measure Social Media.
  1. Look at your referrer logs and breakout Conversational Media
  2. Look into data or let Google do it via site trends
Idea: Have CMO’s work closely with Web Analyst
Read: Web 2.0: A Strategy Guide
Notes from Rob Key, CEO, Converseon:
  • One of the challenges is what do we do with the data once we have it. Rob indicates that 5 of the top 10 sites online today are Social Media sites. The question is, what are the people talking about and where are the talking about it?
  • He is outlining “How to Design a Social Media Strategy”
    1. Step 1 is to Listen - What is the external tone
    2. Mining the Universe - First Know What You Want To Know
      1. What is the Volume of Conversation?
      2. Who are the Influentials? - You should only be contributing 10% of the time overall
      3. Report on Voices
      4. Report on Relationship Topics
      5. Report on Competitors/Features
      6. Report by Cloud Tags
    3. How to use the data?
      1. An Extension of Customer Service ( Rob sites a BusinessWeek article) & Reputation Mgmt.
      2. Search Results - Engagment Strategy
      3. Listen, Plan, Engage (Graco Case Study is being sited)
    4. Where does this all go?
      1. Trending - We have ___% of positive sentiment and are mapping this conversation trend over time
      2. Social Media Monitoring and Analysis will Flatten
      3. Have a Grand Unified Vision - Sales, Brand Tracking, Conversion Analytics, Traffic & Conversation Monitoring.

Notes from Todd & Breanna who have prepared a case study on Military.com:

  • Site Focus: Connecting Military Population with appropriate communities
  • Goals: Increase awareness and drive traffic
  • Fact: Social Media visitors do convert higher than baseline visitors
  • DoD Buzz
    • Strategy: Isolate the influencers and reach passionate readers of military defense news and information
    • Goal: Increase product awareness to the (new) influencers and their audiences
    • Engaged BuzzLogic
      1. Uncover Conversations utilizing keyword data and break into categories - then cross reference to social media outlets
      2. There was a set of blogs that were very rigorus on topical point
      3. Rank the influencal site based on content
      4. Identify the influencer networks of ad placement - influencer to influencer connection
    • Campaign Overview
      • Create compelling, informative and clear call to action
      • Ran on a cross section of 250 blogs including influencers
      • Results:
        • 86% Higher CTR than historical average
        • Social Media Users Took Action - 5.3% lift in conversion rate overall (RSS feeds and Email Subscriptions)
        • 60% higher new visitors than the site average
        • the SM ads performed an avg. of 6.25% better than the site historical average.
    • Key Observations/Learnings
      • Active conversations about specific topics attract passionate audiences.
      • Social search is different than web search it’s gets you closer to keyword search intent
      • Influencer’s and their network increase ad performance
      • Conversation’s offer a new window on consumer psychology
    • Social Media ia about selecting trust sources and trusting in what they say.
Notes from Edmund:
  • What to track
    • Analyze page views over time - since many forums are optimized for search, engagement is highly visible…forever: SEO continues to offer new visitors over time
    • Track links posted and clicks received by the site (Using match back through Omniture data)
    • Calculation of a Social Media CPM is possible
  • Categorize and analyze discussion topics

SES - Social Media Marketing: What is it and What is it Good For?

Published
by
Tom Dressler
on August 20, 2008
in Online Marketing
. 0 Comments
Social Media Strategists Sharing Ideas with peers at SES San Jose

Social Media Strategists Sharing Ideas with peers at SES San Jose

Marketing to and through social networks means humans are hot again. Not as directory editors; it’s Web 2.0, and your customers are in control. The old-fashioned media buy has gone bye-bye. Social media marketing is fast emerging as a must-have in search strategies. Learn about the social search revolution, and hear case studies of how marketers have successfully promoted brands and products with it.

Moderator:
Speakers:
Notes from Vanina Delobelle from Moster Worldwide:
  • The requirements for Social Media
    • Global means local - You are with your friends in your world; be close
    • Resources - Community managers need to get more focus - People come to be entertained; be proactive as a community facilitator
    • Consistency - The effort should start and last
    • Content - Make it meaningful to the audience
  • Most Social Media links display in the Golden triangle of Search - Social media is updated/current and contains links
  • Moster created user centric products giving them the controls for people to share, etc.
  • Both YouTube Video Views and FaceBook fans used as primary key performance indicators (KPI’s)
Notes from Erik Qualman, Search Engine Watch Expert & EF Education:
  • Erik starts by asking how many people use facebook, twitter and u4 (hmm what’s that?)
  • Don’t be the sender who forwards outdated jokes or messages
  • EF first started in social media by creating a travel application called Global Footprint; Since they were asking for authentication, users started an application without authentication and that one took off. Followed by Cities I’ve Visited and Where I’ve Been. Lesson learned: You don’t need new concepts just make one appliciable to your audience
  • They had a second attempt catering to teens. This sight did not go so well.
  • Third attenpt said “What can we offer that no one else can?” This looked like a application that focused on tour location. A status update allowing travels to tell others where the curently are in the world today. Seems to be successful.
  • Erik recommends starting today with a prototype followed by marketing and understand that the first thing probably won’t work. Don’t give up learn and move on.
  • Does Facebook PPC work? Study it and learn how to use. Look to use your Facebook page as the landing page.
  • What is the best way to use Twitter? - Use to monitor your brand today
  • Erik is talking about how search is diffent than Social Media. A year or two from now when you search “New Car” you will get stats from your friends network showing how many people bought the car, or researched that car, or wrote a comment on that car, etc.
Notes from Brent C. Sutoras
  • His primary use for Social Media is to get SEO Links
    1. Create Content
    2. Submit to relevant communities (Propeller, stumble upon, delicious, reddit, digg, etc…) This voting process get “vote favor” which then becomes distributed webwide.
    3. As a result you build links, even though the window is short that boost helps and when the users read you you now become an authority that creates a ripple effect of inbound links.
    4. Since this is natural Google likes it.
  • Social Media Tips
    • Have a site that is Social Media friendly
    • Pick communities you relate to
    • Check what worked before
    • Create high quality content
    • Undestand how to submit and push social campaigns
    • Understand what to do with success
  • Most Importantly — Be Social -  Just like real life
Open Q&A:
  • Brent recommends being activly involved as a “friend” in social media not a markerter.
  • Social Media is a resource intensive content expert - i.e. IBM has 1 person per country times 26 countries.
  • Content can be broken into two categories; “it” content vs. “me” content which is much more valuable
  • Bring something of value
  • Panel is asked about 3rd party apps related to twitter causing them to use more
    • Twirl - A desktop app like instant mesanger
    • Check GreaseMonkey for tools and scripts
    • TweetPro - Search keywords to add people
  • Reutation management is the current topic-the panel suggests bringing the negative comments should be directed back to your site. Sometimes a call on the phone can be helpful. Give them free stuff if possible…it’s amazing how quickly people change their mind. Also do respond…do not sit idle. Another solution is to contact the community manager for removal if it is serious.
  • The IBM moderators site an example of how community members can take care of reputation management as well.
  • The question is where is socail media going in the next few years?
    • Search results with personal influence from people you choose to listen to.
    • YahooBuzz has some new updates to their site allowing more interaction
    • BusinessWeek announces an upcoming social platform

Search Engine Strategies Conference - Day 3 Agenda

Published
by
Tom Dressler
on August 15, 2008
in Search Marketing
. 1 Comment

Here’s what I am planning on day 3 of the Search Engine Strategies Conference:

First, the Keynote Roundtable: Why Does Search Get the Credit for Everything? This session focuses on gaining a better understanding of how, when and where to attribute revenue gains.

The second session of the day for me will be either SEO Through Blogs and Feeds, which falls under the Organic Track and focuses on advantages blogs offer to SEO efforts or I will attend Social Media Marketing: What is it and What is it Good For? falling under the Social Media Track.  This is the first year SES is offering the Social Media Track, which looks like it will be offering some strong sessions.

The next session I’m looking to attend also falls under the Social Media Track : Successful Tactics for Social Media Optimization (SMO). Here, I will learn how to tap into social media services.

Next, I will be attending yet another session in the Social Media Track. This one is entitled Social Media Analysis and Tracking and focuses on how social search can be used to drive traffic, conversions and increases ROI.

The last session of the day will be another Social Media Track offering, Facebook, Feeds and Micro-Blogging.  This session is all about how social software and feeds are shaping the world we live in and changing the online user experience.

The day ends with yet another party!  The Search Bash is hosted by WebmasterRadio.FM.  I’ll try to post pics from this party as well as all of the others…stay tuned for Day 4..