My semPDX Takeaways

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

Informational Determining Commercial Intent Transactional Navigational

Opposition: What is the Keyword Difficulty ?

Getting Your Company

 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 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

 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

Intel Social Media Litmus Test 1.Be Useful - is there clear value to the user? 2.Be Interesting - messages need to be interesting to be shared 3.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, share 7.Be Snackable - create short, discoverable touch points for social life-stream 8.Cater to Egos - help users look smarter 9.Build Trust & Community - be "we" and inclusive. Build connectedness. Enable the next 1 Billion users 10.Inspire - does it inspire you? If it doesn't... why would it inspire

© Matt McGee, Five Steps to Success © Matt McGee, 2011

© Matt McGee, Five Steps to Success © Matt McGee, 2011 Helps Any Strategy Increasing Sales/Leads Brand Awareness Improving Customer Service Establishing Authority / Trust

© Matt McGee, Five Steps to Success © 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, Five Steps to Success © 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 – 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 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

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100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Total Google Reviews Prior to 11/16 3 rd Party Reviews ©Copyright, 2011 – Mike Blumenthal, Blumenthals.com

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Google Reviews & Ratings 11/16-01/16 Total Google Reviews Prior to 11/16 3 rd Party Reviews ©Copyright, 2011 – Mike Blumenthal, Blumenthals.com