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Planning Keywords – Understanding Query Type
• Informational
• Navigational
• Transactional
Informational searching involves looking for a specific fact or topic
A study of 1.5 million search queries found 80% of searches can be classified as informational, 10% transactional, and 10% are navigational. [Source: Penn State via Search Engine Land, March 2008]
Transactional searching looks for information related to buying a particular product or service
Navigational searching seeks to locate a specific web site
Customer Profiles:
Profile of customers and where they are online
How customers use social technologies
Environmental Assessments:
Customer complaints, needs, desires
Competitors – who’s leading/lagging, emerging, not present?
Social Audits
Who’s doing what? Employees, teams, support?
Opportunities, talents, leaders?
Social Readiness Steps
6@bryanrhoads
RenRen
Policies & Guidelines Corp policies, Social Media guidelines,
moderation, community etiquette
Training & Education Internal & External
Communications Internal communities, Backplanes,
Newsletters
Exec packages
Culture & Mindset Exec and employee mindsets, type of
business/industry, regulatory climate
Social Readiness Steps
7@bryanrhoads
Roles & Responsibilities Social Strategists, Community Managers
Developer teams, Internal Evangelists, Agencies, Advocates
Stakeholders HR, Legal, Privacy, Execs, product
teams, support, etc. etc. etc.
Monitoring & Reporting Alerting, Influencers, listening tools
Social and Web Analytics
Social Crises preparedness – who does what, when and contingency plans
Social Readiness Steps
8@bryanrhoads
Intel Social Media Litmus Test1. Be Useful - is there clear value to the user?2. Be Interesting - messages need to be interesting to be shared3. Be Human - the Internet is made up of people. people matter. this includes
you.4. Scratch an Itch - solve problems. provide a service. create public goods.5. Social Design - encourage social actions (share, RT, Like, video reply, spawn
offline actions)6. Unadvertising - don't sell or shill - solve problems, enlighten, share7. Be Snackable - create short, discoverable touch points for social life-stream8. Cater to Egos - help users look smarter9. Build Trust & Community - be "we" and inclusive. Build connectedness.
Enable the next 1 Billion users10. Inspire - does it inspire you? If it doesn't... why would it inspire others?
@bryanrhoads
© Matt McGee, 2010.
Five Steps to SuccessFive Steps to SuccessFive Steps to SuccessFive Steps to Success
@mattmcgee@mattmcgee@mattmcgee@mattmcgee © Matt McGee, 2011© Matt McGee, 2011
© Matt McGee, 2010.
Five Steps to SuccessFive Steps to SuccessFive Steps to SuccessFive Steps to Success
@mattmcgee@mattmcgee@mattmcgee@mattmcgee © Matt McGee, 2011© Matt McGee, 2011
Helps Any Strategy
Increasing Sales/Leads
Brand Awareness
Improving Customer Service
Establishing Authority / Trust
© Matt McGee, 2010.
Five Steps to SuccessFive Steps to SuccessFive Steps to SuccessFive Steps to Success
@mattmcgee@mattmcgee@mattmcgee@mattmcgee © Matt McGee, 2011© Matt McGee, 2011
Smart Ideas: Editorial calendar
Variety of posts/articles
Analytics & keyword research = ideas
Write short, electric headlines
Make it social media-friendly
© Matt McGee, 2010.
Five Steps to SuccessFive Steps to SuccessFive Steps to SuccessFive Steps to Success
@mattmcgee@mattmcgee@mattmcgee@mattmcgee © Matt McGee, 2011© Matt McGee, 2011
Track Results
What to measure?
• Traffic / Impressions• Ranking• Fans / Followers / Likes• Mentions• Goals• Leads:
– Forms– Phone calls– CTA for in-store (e.g. Coupons, Specials, Etc.)
Monitoring: Free• TweetBeep
– Keep track of conversations that mention you, your products, your company, anything, with hourly updates!
• Twe.pe– Instant @mention e-mail alerts
If someone mentions you on Twitter, you'll get mail a few seconds later.
• SocialMention– Social Mention is a social media search and analysis platform that
aggregates user generated content from across the universe into a single stream of information.
• Google Alerts– Google Alerts are email updates of the latest relevant Google results
(web, news, etc.) based on your choice of query or topic.• Alerts also available from Yahoo & Bing
Customer Considerations
http://google.com/maps/place?cid=3291747407840809159
&dtab=2&action=openratings&ct=write-review
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Total Google Reviews Prior to 11/16
3rd Party Reviews
©Copyright, 2011 – Mike Blumenthal, Blumenthals.com