Chicago 2013 SES Day 3 Recap


Morning Keynote: Joining the Dots Maximizing Returns in a Socially Connected World

Nick Burcher, Head of Social Media, Mediacom

Traditional model of communication

Then the web changed everything. Does the model need to be updated? Now receivers are creating messages and passing
information on.

People are relying on search engines less and less over the years. They are are accessing data in different channels
(social). People are busy creating content now.
Now there is

The amount of feedback is much larger.

When you study the feedback it helps you to plan your future messages.

You can create listening goals based on:

What people are talking

Where are they talking

Who are the key voices

When are they talking

What is it worth

Feed the Crocodile!

Paid efforts boost earned and owned assets.

It is not about communicating with people now and then, it is creating a steady communication channel.
Social TV Best Practices

Attain then Entertain and then Retain

Once you have data and insights on conversations, ex. hashtags, then you can plan content and communicate it.

Content acts as social fuel. It drives shares, likes, etc. You build your brand reputation based on what content you are

creating and communicating.

Tell a story in different ways because your channels are different.

SEO isn’t Dead. It’s been Reincarnated

Panel Moderated by: Dana Todd, CMO, Aftermath

Thom Craver, Technical SEO and Analytics Consultant,

Josh Braaten, Associate Director of Inbound Marketing, Collegis Education

Jim Hedger, Writer & Broadcaster, Digital Always Media

Jim: Google hasn’t really changed much, it is the logical progression of making Search better. It not general now, results are based on the context of what the searcher is searching for.

Thom: Search is like your customers buying phase. What information phase is your audience in.

Jim: We will always be a few months behind because Google’s changes are made a year in advance.

Thom: Segment your users by persona.

Jim: Study the hell out of Visitor Flow in Google Analytics.

Josh: It’s not about getting a page to rank. It is about answering a question and getting your visitors to understand what they need.

Jim: Don’t follow trends. If everyone is doing a tactic then don’t do it.

Josh: It used to be about create content that people link to. Know the consideration is create content that people will share.

Thom: You still need 1,000 pieces of content but it has to be high quality, of value and follow a strict editorial process.

Josh: Rankings are more important once again as we lost keyword level data.

Jim: No SEO can provide the true answer to make you succeed. Success is the collective strategy that is put in place.

Josh: Not Provided was done to to drive Adwords growth.

Jim: Go to Webmaster tools and look at Search Queries, but then look at by Landing Page. This will help glean a little insight into referring keywords.

Using Social PPC Content Distribution to Dominate

Marty Weintraub, Founder & Evangelist, aimClear

Psychographic targeting is the future. This will eventually make it to Search as well.
Don’t just brand, brand to the right people.

When well executed, buying Reach in Facebook will help you in other channels.

Target as deep as life cycles in Milestones, advertising to divorce, birth, retired, etc.

Drive quality traffic into Google+ detail pages. They will then likely +1 you. This will help SEO.

Then drive traffic through tweets to your Google+ detail page.

Then repackage message and advertise in Facebook.

Note, you can buy advertising in all social sites and even adwords(except Facebook) and drive them to your Google+ detail page.

Target people at certain companies that could propel your message (ex. those who work for the Today Show).