A Simple Framework for Communication Strategy to Align Social, PR and SEO
•Télécharger en tant que PPTX, PDF•
4 j'aime•1,504 vues
In most marketing departments, the three departments with the most to gain in synergy are the least likely to work well together because of competing priorities and differing workflows. Here's a simple, flexible framework for marketing leaders (CMOs, heads of marketing or digital) to ensure integration with core communication strategy to affect long term market share and SEO outcomes.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (20)
Similaire à A Simple Framework for Communication Strategy to Align Social, PR and SEO
Similaire à A Simple Framework for Communication Strategy to Align Social, PR and SEO (20)
Plus de Dana Todd
Plus de Dana Todd (13)
Dernier
Dernier (20)
A Simple Framework for Communication Strategy to Align Social, PR and SEO
- 1. Using Communication Strategy to Align Social and SEO CHICAGO SOCIAL MEDIA MARKETING GROUP – FEB 2015
- 2. “I knock down walls, create brand belief systems and design performance plans that deliver.” Former journalist, internet pioneer and entrepreneur, thought leader, chief executive with vision and execution chops Dana Todd Digital CMO
- 3. Outline How Communication Strategy is natural and strategic convergence platform My “Bucket Framework” in excruciating detail Case Study @danatodd
- 4. CONTENT WITHOUT CONTEXT & STRATEGY = NOISE
- 5. SEO-Forward Strategy Limits Opportunity “Be found for X” is narrow focus, bottom of funnel People search for nouns, but their decision processes are based on adjectives and emotion Misses opportunity to mesh with brand communication strategy Promotes commoditization in search results and brand communications @danatodd
- 6. Social-Forward Strategy Ignores SEO Focuses on short term attention, not long term links and searchable content Many social conversations & impacts aren’t indexed Can easily become chaotic and unfocused Keywords are an afterthought, hashtags are dominant @danatodd
- 7. SEO-Forward Workflow KW Research: “car insurance” Write blog post “how to buy car insurance” Make an infographic Optimized video Socialize & Syndicate (spray, pray) Measure ranking & NBOT
- 8. Social-Forward Workflow Promotional Plan: “Valentines Sale” Creatives and calendar Outreach to influencers & email Post on site/blog (SEO’d? Maybe) Repeat for reach & frequency Measure engagement
- 9. SEO is not Dead, but it’s Different Now SEO is not just links and keywords, BUT the right kind of links and link signals are still crucial “Author” tag is sort-of dead Social signals are somewhat important, variably, primarily around authority of signaling “entity” Hummingbird and semantic search are influenced by CONTEXTUAL KNOWLEDGE Your brand in context of conversations is VITALLY important @danatodd
- 10. Convergence: Impact in SERPs SERP for product query “shoes”: Google seems to be testing “Authority” of social on first page results – older “news” content ranks if highly shared or from authority site w/social clout. Found this in US and Canada results.
- 11. Converge @ Communication Strategy Usually defined and used by the PR department Aligned to brand strategy, it’s “what do we want whom to believe and say about us?” And, “In what media or channels do we play?” Values quality over quantity It’s all about evolving belief systems, aligned to market share and reputation goals @danatodd
- 12. Dana’s Easy Bucket Framework Flexible and fast to set up Automatically builds in participation from PR, social and SEO teams Primary Buckets should be in place for 3 years to get the best possible return and impact Why? Belief systems, like change management or grief cycles, take 2-3 years to move beyond “sprout stage” into entrenched outcomes and thought patterns You’ll need time to build relationships with the most impactful influencers You are enacting wholesale changes to the SERP if successful @danatodd
- 13. Step One: Beliefs WHAT DO YOU WANT THE PUBLIC TO BELIEVE? - About your company - About your products - About your competition - About your industry or market - About time and urgency - About risk and rewards
- 14. 2. Build Strategy Buckets from Beliefs No more than 5! (3-4 is better) Business decision maker buy-in: align to big business goals – prioritize beliefs that will impact sales or traffic the most Examples: “Company X is the most trustworthy car insurance company” “Buying this product provides shoes to poor people” Research review sites & forums to hear “voice of the customer” and emotional triggers
- 15. 3. Fill the Buckets All Play! Social, SEO and PR For each bucket, brainstorm the campaigns or content storylines that can best help “prove” the belief statements: “Pays Auto Insurance Claims in Full” (claim satisfaction) - Research & facts - Anecdotes / human stories - Humor - Applications / use cases - Controversy - Celebrity endorsement - Testimonials / reviews - Altruism / corporate social responsibility - Data streams / Knowledge Graph A
- 16. Your SEOs should help on this one! Use KW research to find best target sites and influencers: JD Powers Consumer Affairs Forbes Autoinsurance.org DMV.org Edmunds CNBC Investopedia 4. Map the Influencers across Buckets A B “Is Financially Fair with its Rates” “Pays Auto Insurance Claims in Full”
- 17. 5. What Content Type to Use Where? Get your PR group involved here – they can often help you identify what works best with a publication or author/journalist/blogger. “Pays Auto Insurance Claims in Full” Supporting Content What assets can we make? Influencer + preferred content, channel Research study comparing us vs. top competitors for customer satisfaction with claims process Charts, full study, press release, infographic, video • Forbes – Jim Gorzelany – wants full study, graphs, images • Autoinsurance.com – press release, video Reviews and testimonials “My hero” FB and Twitter campaign, submit user testimonials and photos • Angie’s List – customer list + $ ad campaign • Consumer Affairs – submitted testimonials A
- 18. Consider all the possibilities… Graphic / photo Animated gif Infographic Raw data feed Research study / chart Instagram pic Video :30 spot Google Hangout on Air Blog post Interview Q&A Tweets FB events, posts Polls Game / quiz Article / longread White paper / application paper Press release / press kit **Many of the above can end up in search results easily!
- 19. Add a column for methods of contact
- 20. 6. Synthesize, Prioritize and Calendar Short-list the most useful assets that can best prove the belief statements and are most likely to connect with influencers Connect with a large “theme”, rather than random bits! Identify secondary resource needs: chopping up, create variants, or support with other assets Compare to your marketing calendar: events, product launches, etc. Decide if you’re going to play linear, one bucket at a time, or cross multiple buckets simultaneously
- 21. 7. NOW THE SEO FULL COURT PRESS! Before you start producing any asset, involve the SEO teams Fully understand the keyword priorities, localization and other SEO goals Get lists of top keywords and a copy of the page-level strategy (what pages are targeted to what keywords, so you can plan effective link requests and content placement) Let them help tag blog posts and assets, name image files and write captions, write YouTube headlines, suggest hashtags, and build pages with appropriate <h1> and other important markup Discuss advanced tactics like creating data feeds and mashups that can be utilized for powerful partnering and link building
- 22. Quick case study Original brainstorm doc for ideas, rationale & targets
- 23. Details on Two Buckets & Campaigns Campaigns Assets Targets Aftermath Cares charity program Press releases, charity golf and law enforcement events, K-9 contest in custom FB app, photos, FB posts Consumer, press, police, police press, police social, local news Meet our techs Videos, blog posts, FB, Instagram Local news, Google Local “Aftermath is a compassionate and caring company” (TRUST) Campaigns Assets Targets “3 Rs: Risks, Rights & Responsibilities Infographics, health risk data, long form articles, research, slideshare deck, downloadable safety posters and brochures Consumer, schools, national news, safety blogs, police, police press, police social, cleaning industry trade press “How Would Aftermath Clean…?” Seasonal infographics (Halloween, Valentines) Consumer press (Huffington Post), bloggers “Blood is a high risk to anyone exposed” (FEAR) A B
- 24. Results: Press Impacts + Links + SEO Most of the pickups above included social amplification (Twitter, FB, blog pickup) #1 Multiple listings reflecting compassion
- 25. Outcomes Any new ideas can be filtered for value: do they pass the bucket test? Everyone gets to measure what they want to meet tactical metric goals Links, rankings, engagement, traffic, followers etc. BUT, they’re automatically aligned for long term brand benefit Think like a CMO: perform baseline market research to understand impacts on recall, awareness and belief statements; re-check annually
- 26. Thank You! DANA.TODD@GMAIL.COM TWITTER: @DANATODD
Notes de l'éditeur
- Bottom of funnel
- Bottom of funnel
- Note that Social and SEO teams value their outcomes in completely different ways, thus impacting their ability to work together strategically because they have different work flows, goals, styles and validity metrics. SEOs are focused on long term outcomes and linear tweaks, Social is looking for big spikes in engagement and an ongoing growth in social authority, not SERP authority.
- The author tag may be dead, but “authority” is not – and in fact, Google is getting better and better at using social as a signal in understanding authority.
- It’s very helpful to check forums and review sites to see what belief statement (negative) people are saying, gives you an idea of common beliefs or misbeliefs. You’ll find the raw unvarnished emotions and learn what people really love or hate about your or companies/products like you.
- SEOs should play a role here – they can help you research a list of sites and authors who are going to be most influential in search results. Add to your PR team’s recommendations from their contact lists, plus the social team’s recommendations from their blogger and Twitter connections, and you’ve got a great start on an ultimate “influencer list” that is also meaningful for long-term value in SERPs.
- Aftermath, a “crime scene cleanup” company, had a surprisingly complex sales and marketing challenge. While the buying decisions were ultimately made by consumers, the company did not want to advertise directly to consumers other than PPC and inbound marketing tactics. All outbound marketing and field direct efforts were geared to influencers such as law enforcement, insurance companies, etc. The company was suffering from some reputation issues online, so there was a high priority on combating the negative by showcasing the true character of the compassionate and hard working field technicians, as well as the significant charitable contributions of the corporation. Repositioning the company away from a “blood and guts” brand and into a broader, more commercially viable “biohazard remediation” brand was another major need, because it would open up recurring revenue streams and further differentiate the professional nature of this national company vs its local mom&pop competition.